You and your team worked hard and long on your innovative product. You want the world to know and understand why your product is revolutionary. It’s tempting to put the spotlight on the product: features, performance, specs, innovations. But here’s the truth: customers don’t buy features. More often than not, they don’t even know for sure your product will solve their problem when they decide. They simply buy the confidence that your product will work for them, in their context. You may invoice them for the product, but they expect a lot more.

We allknowthe feeling: a letter fromthe bank, a hospitalinstruction sheet, or a phonebill lands in your hands—andyoucan’t make sense of it. The words are long, thesentencestangled, thelayoutoverwhelming. That’swhereplainlanguagecomes in. Plainlanguage is notaboutdumbingthings down. It’sabout respect, trust, andempathy.

Building on the shift from transactional vendors to strategic partners, the second part of our series dives into how collaboration works in practice. We explore strategies for effective supplier-provider partnerships, key European initiatives, procurement considerations, and the inspiring example of Maria Middelares hospital. Learn how startups and suppliers co-create solutions that improve patient outcomes, streamline operations, and generate lasting value.

Healthcare is changing faster than ever. By 2025, hospitals face rising costs, staffing challenges, and increasing pressure to deliver better outcomes with tighter budgets. In this new reality, suppliers can no longer rely on transactional sales they must become true partners. In this first part of our series, we explore why hospitals are seeking strategic collaborations, how partnerships are evolving, and real-world examples from Europe that show efficiency and shared outcomes are now the “new currency” of healthcare supplier relationships.

AI is the new intern everyone’s using—but no one’s quite sure who pays their salary, who owns their work, or what secrets they might leak. In B2B marketing, agencies love AI for what it promises: speed, scale, and smarts. But their clients—especially the big enterprise ones—are starting to worry. Not just about brand tone or creative quality, but about intellectual property, confidential data, and regulatory risk.

We proudly announce that we have been awarded the Charter for Sustainable Entrepreneurship by Voka, the Flemish Employers Association.

Is demand generation the most important part of the B2B marketer’s job? Well, you might say so – because if there isn’t any demand for your product or solution, there’s no point to the rest of your marketing activities.

Once you decide that you want to develop a community for your customers, what’s the next step? You can start by answering these questions:

Do you provide your customers with a way to interact with each other and find helpful insights? Whether you offer an “official” branded community, or your customers are actively seeking information on your company and products via forums like reddit or Quora, your customers know that often the best source of information is another user. When it comes to complex technology solutions, nothing compares to peer-to-peer insights and perspectives.