In this episode of Shaking the B2B Tree, Rob Skinner speaks with Arthur Lane, Head of Marketing at Grokker, about how AI is changing employee wellbeing, HR technology and the way organisations buy and evaluate solutions. Drawing on nearly 30 years in healthcare marketing, Arthur explains why HR teams face growing pressure to prove value, reduce costs and navigate increasingly complex buying processes.

The conversation explores the role of AI in wellbeing technology, the importance of personalisation in B2B marketing, and why vendors need to focus less on features and more on employee outcomes and business impact. Arthur also shares what has worked for Grokker and the marketing practices he believes should be left behind.

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In this episode of Shaking the B2B Tree, Norah Franchetti, Group Vice President of Marketing at Crown Worldwide Group, joins Rob Skinner to discuss why employee wellbeing, cultural understanding and family support are now central to business success.

Drawing on her experience across the UK, Hong Kong, the US and the UAE, Norah shares lessons from an international career and a defining relocation project in China that changed her perspective forever.

The conversation also explores the growing influence of HR, the role of storytelling in marketing, and how organisations can embrace AI without losing authenticity. Along the way, Norah explains why localisation is about far more than translation and how cultural insight can make or break a campaign.

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What does it take to turn marketing into a genuine driver of growth?

In this episode of Shaking the B2B Tree, Rob Skinner speaks with Steve Stano, who leads B2B marketing at Morgan Stanley at Work, about the thinking behind his approach.

Drawing on 15 years in the field, Steve explains how he has moved beyond instinct alone, blending experience with data to guide decisions. That shift has shaped both campaign results and how marketing is viewed across the business.

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Rob speaks with Anindo Chatterjee, assistant brand marketing manager at skills intelligence platform iMocha, about what it really takes for HR tech brands to stay relevant as skills, roles and expectations continue to shift.

Anindo explains why enterprises are moving away from hiring purely on credentials towards a deeper understanding of validated skills and potential within their existing workforce. He shares how this change is influencing the way HR leaders think about talent, retention and long‑term workforce planning, particularly as automation and AI reshape job roles.

From a marketing perspective, Anindo outlines why generic messaging falls flat in HR, how empathy and specificity should guide brand communications, and why real conversations with HR leaders remain essential.

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What does it take to build trust and meaning in complex B2B markets? In this episode of Shaking the B2B Tree, Rob Skinner sits down with Abs Hassanali, Global Head of PR and Comms at Basware, to explore the ideas, risks and lessons that have shaped his career in communications.

Abs shares how a background in philosophy and politics shaped his approach to storytelling, why PR must translate the technical into the human, and how early career failures taught him that leadership is built through learning, not certainty.

He reflects on taking roles before feeling “ready”, the importance of mindset over skillset, and why culture and values matter as much as experience when building teams and partnerships.

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In this episode, Rob is joined by Clare Moore, communications manager at Brightmine, for a conversation about how AI is reshaping the way HR teams search for guidance and what this means for marketers who want to stay visible.

With more than 20 years working in HR focused comms, Clare explains why brands now need to prove their authority through consistent, insight led content rather than relying on traditional search tactics.

She also talks about the pressures facing HR departments, from the latest Employment Rights Act changes to the practical challenges of managing data, budgets and employee expectations.

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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.

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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/