Episode Overview

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 B2B 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.
The conversation dives into the rise of AI, the tension between brand and demand generation, and why listening to customers is more powerful than any marketing playbook. Whether you’re a marketer, strategist or tech enthusiast, this episode is packed with practical wisdom and honest reflections.

Key Takeaways

Your first breakthrough matters

Kees’ shift from writing as a craft to writing for commercial impact sparked his passion for demand generation.

Risk is part of the job

Moving from US-based software giants to European scale-ups was a career gamble that paid off.

AI is changing the game

From prompting to automation, marketers need to master language and logic to stay ahead.