Why smarter metrics can strengthen HR’s influence
Organisations have never had more access to people data. In fact, 72% of UK businesses hold digitised data on employees. Platforms can track everything from absence patterns to workflow movements, and reporting tools are now standard even in modest HR systems. However, many HR teams still find measurement a complex task. Data may be easier to gather, but the challenge…
Quiet confidence speaks volumes for your brand
Did you know that maintaining brand consistency can increase revenue by an average of 10-20%? If your brand messaging isn’t being picked up, shared or remembered, it’s not because your team isn’t working hard enough. It’s likely because the message itself lacks the clarity and consistency it needs to cut through. In PR and marketing, visibility is about being understood,…
The trust gap: why B2B marketers must rethink HR messaging
If you’re a B2B marketer working with HR solution providers, your challenge goes beyond capturing attention; it’s about earning trust. HR professionals are navigating some of the most complex workplace challenges: evolving compliance demands, hybrid working tensions, wellbeing pressures, and the drive to build inclusive, values-led cultures. They’re time-poor, emotionally invested, and increasingly selective about who they engage with. At…
Top tips for building B2B thought leadership in the age of AI
As a B2B marketing leader, you’ve likely seen competitors steal the spotlight while your industry-leading services and solutions remain invisible. Despite deeper expertise and better results, your content just isn’t cutting through. You’ve tried different tactics, but nothing sticks; it’s causing lots of headaches for you and your team. Our latest blog explores why it’s time to tap into the insights…
‘Be brave’: what Jon Davis taught us about making B2B content that actually matters
B2B marketers are producing more content than ever – but is it working? According to research from the LinkedIn B2B Institute, only 5% of potential buyers are actively in-market at any given time. That means the vast majority of content is reaching people who aren’t ready to buy and often, it’s not making much of an impression either. In the…
You work in client services but what really keeps a client happy?
I recently attended a Happy Clients Conference where the room was filled with people who were all responsible for client service in one way shape or form. The topics being discussed on the day all had a similar thread running through them: how can we keep our clients happy? Upon returning from the event I decided to look up the…
Emotive storytelling: The secret ingredient in B2B PR and marketing
In B2B, decisions are often viewed through a rational lens. We talk about objectives, KPIs, and, crucially, ROI. But behind every business decision is a person. Many B2B marketers face mounting pressure to deliver measurable results, often while navigating buyer journeys and evolving expectations. According to the 2025 State of B2B Pipeline Growth Report, 52% of UK marketers admit they…
Celebrating 15 years of Skout – people, purpose and plenty of laughs
This year marks a milestone for Skout – it’s our 15th birthday! What began as a leap of faith from our founder Rob Skinner has grown into a thriving B2B communications agency built on authenticity, relationships and a healthy dose of workplace humour. In celebration, we wanted to take this opportunity to reflect back on our history including how Skout…
Engaging your B2B audience through podcast storytelling
Launching a podcast involves more than just hitting the record button. From selecting the right equipment to securing guest speakers, the early planning stages shape everything. But before considering the logistics, there’s one crucial question you should ask from day one: How will I engage my audience? Without a clear engagement strategy, even the most well-produced podcast may struggle to…
Five tech trends B2B marketers need to be aware of in 2025
Things change quickly in the world of B2B marketing. With every ‘eureka!’ moment for new and disruptive technologies that herald to change the game, staying ahead of the curve is vitally important. Although artificial intelligence (AI) has been used by businesses for decades, today the technology is plastered across the news agenda. There’s also a swathe of other transformative technologies…
