Insights | B2B Marketing for Healthcare, Engineering & IT

Bart Verduyn

CEO | Managing Partner

GEO for healthcare and engineering: how to become visible in AI search

Do you need to write completely differently for GEO? AI search is changing not just how people look for information, but which companies remain...

Guidelines for a winning customer reference strategy

What if your most persuasive sales tool wasn’t your product… but your customers? In today’s market, trust is currency and traditional marketing alone...

Branding & positioning in the inbound marketing age

In today’s world, buyers do not wait for your sales pitch. They research, compare, and decide long before you ever speak to them. In fact, most B2B...

Designing innovation narratives that enable adoption

Innovation is not failing because it lacks substance. It is failing because it lacks clarity. In today’s life sciences landscape, even the most...

Where had Living Stone been hiding?

Complex innovations clearly explained… for every stakeholder. After 34 years, our new strapline and visual identity feel like a kind of homecoming.

Sales enablement is not a tool. It’s a shift in how organizations sell.

In many organizations, sales enablement is still misunderstood. It is often reduced to a platform. A content library. A collection of slides and...

Commercial maturity as a growth accelerator

Many SaaS scale-ups have a strong product, but fail to gain sufficient traction because they focus too late on commercial maturity. This is not a...

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5 commercial mistakes SaaS scale-ups with international ambitions should avoid

International growth is a logical next step for many SaaS companies. The product has been developed, the home market is largely tapped, and investors...

Why innovation fails

Why innovation is getting harder, even when the technology gets better. And why the story that it tells is not marketing decoration, but part of the...

Why the story you tell will save your innovation in life sciences

Innovation in life sciences — from medtech devices to biotech platforms and B2B pharma solutions — has never been more technically advanced....

Why We Changed Our Positioning (And What It Means for Our Clients)

For three decades, we've helped companies in healthcare and engineering clarify their positioning and accelerate market adoption. We've sharpened...

Customers don’t buy features

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...

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Plain Language: Why Clear Words Matter

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...