Episode Overview

HR leaders are facing a perfect storm of challenges. Budgets are under pressure, tech stacks are multiplying and AI is dominating the conversation. In this HR Connection special of Shaking the B2B Tree, we ask what really matters when marketing to HR decision makers.
Stephen Cloves, an experienced HR consultant and former Chief People Officer, joins Rob Skinner to share candid insights on what resonates with HR and what turns them off. From the hype around AI to the reality of shrinking budgets, Stephen explains why trust and relevance are the real buying signals, not flashy tech or generic promises.
Expect practical advice, real examples of supplier approaches that worked and those that failed, and a frank discussion on how HR roles have shifted from record-keeping to strategic guardianship. If you want to cut through the noise and build meaningful relationships with HR, this episode is packed with insights you won’t want to miss.

Key Takeaways

Trust is everything

Building relationships is key

Focus on people

HR leaders care about solutions that improve employee experience, not just admin shortcuts.

Relevance wins

Tailor your message to the reality of the business, not to big-brand case studies.