S2: E17: What do HR leaders really want from technology providers today?

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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