Something's shifted in B2B sales over the past couple of years, and if you're in healthcare or engineering, you're probably feeling it more than most. We've been talking to sales teams and marketing leaders in these industries, and the same themes keep coming up. Buyers who've already done most of their homework before the first conversation. Sales cycles that stretch out over a year with buying committees that seem to grow every month. Compliance requirements that turn every piece of content into a minor legal review. If this sounds familiar, you're not alone. Here's what we've been sharing and learning from the companies navigating this stuff.

By KadijaBouyzourn In public health, language is often treated as a technical issue. Translate the leaflet, subtitle the video, tick the compliance box, job done. But my research shows that language barriers are rarely just about language. They are deeply intersectional, shaped by who people are, where they come from, and what the system expects of them. During my PhD, I studied multilingual health communication in Brussels, with a focus on Moroccan-background communities, particularly speakers of Darija and Amazigh. What I found is that language exclusion is layered, not linear. It intersects with literacy, gender, digital access, trust, and colonial legacies. These barriers don’t exist in isolation. They compound.

Imagine a marketing team gathered around a table, piecing together a campaign from unrelated elements—a social media post here, a Google ad there, a rushed email, a video concept pulled from another project. Lightning flashes and the campaign lurches to life. ⚡ It’s alive! Except… it’s not. This is the Frankenstein approach to marketing and it rarely works. 🧟

Just like the rest of your marketing & sales collateral, using the buyer’s journey as your guide is a great approach to creating video. The buyer’s journey is all about figuring out what information your prospects need, and when they need it. Prospects want different things at each stage in their buyer’s journey: