What shapes a modern B2B marketer’s judgement? In this episode of Shaking the B2B Tree, Rob Skinner speaks with Erik Sternklint, head of marketing at Altura, about the moments that have influenced his approach to strategy and team building.

Erik reflects on the shift that changed how he thinks about demand generation, the early risks he took in start ups, and the lessons drawn from brand projects that never quite held together. He also discusses how AI is altering discovery and why steady, thoughtful content now has far more influence over visibility than paid tactics alone.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

In this HR Connection special of Shaking the B2B Tree, Rob Skinner chats with Steph Fosh, Managing Director of Pure HR, who brings three decades of experience from senior corporate roles to running her own consultancy.

Steph shares her perspective on what HR leaders really want from B2B marketers and why so much of the outreach aimed at them falls flat. From the growing challenge of mental health and employee expectations to the reality behind buzzwords like quiet quitting, Steph explains what resonates and what feels like empty hype.

She also talks candidly about why trust and transparency matter more than ever, why marketers need to stop pushing solutions that don’t solve real problems, and how brands can build credibility with HR decision makers. Plus, Steph reveals the gaps she sees in the market and what she wishes suppliers would do differently.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/

What defines a B2B marketer’s career? In this episode of Shaking the B2B Tree, we explore the pivotal moments that shape strategy, creativity and resilience in the fast-moving world of business marketing.

Kees Henniphof, VP of Marketing at CHILI publish, joins Rob Skinner to share the experiences that changed his approach to marketing, the risks that paid off, and the lessons learned from mistakes along the way. From his early days as a copywriter to leading marketing for a global software company, Kees offers candid insights into how curiosity, adaptability and a willingness to take risks can accelerate growth.

Want to sharpen your B2B game? Get in touch with Skout at: https://skoutpr.com/