Check your international expansion readiness
Is your international expansion on track, or are hidden weaknesses already putting your growth at risk? Commercial momentum is often lost long before...
Read More
Why tech companies need a specialised content partner
Not every B2B content agency is right for a technology company. If you sell complex solutions, you need a content partner that can combine technical...
Read More
Sales Enablement Architecture: How to design content for sales conversations
Sales enablement architecture determines whether content helps in the moment or stays unused in the system. When an Account Manager has ten minutes...
Read More
Discover your Clarity Score
Many organizations believe their story is clear. But in practice, we often see something else: fragmented messaging, explanations that become too...
Read More
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...
Read More
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...
Read More
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...
Read More
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...
Read More
1.jpg)
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.
Read More
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...
Read More
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...
Read More
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...
Read More
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...
Read More
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....
Read More
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...
Read More
Sales Enablement in Healthcare & Engineering: What's Working Right Now
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...
Read More
More Than Words: Why Language Barriers Are Intersectional
By KadijaBouyzourn In public health, language is often treated as a technical issue. Translate the leaflet, subtitle the video, tick the compliance...
Read More
The Frankenstein Approach to Marketing
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...
Read More
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...
Read More
.jpg)
Bees: small wings, big impact
Bees are small and vulnerable. And yet they are indispensable: they pollinate, keep ecosystems in balance and enable growth. Their strength lies not...
Read More
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...
Read More
From Vendor to Partner: Strategies for Healthcare Partnerships (Part 2)
Building on the shift from transactional vendors to strategic partners, the second part of our series dives into how collaboration works in practice.
Read More
From Vendor to Partner: Why Healthcare Relationships Are Changing (Part 1)
Healthcare is changing faster than ever. By 2025, hospitals face rising costs, staffing challenges, and increasing pressure to deliver better...
Read More
AI in B2B marketing: fixing the friction (part 2)
AI is everywhere and your agency is likely using it already. Whether it’s drafting content, refining audience segments, or optimizing campaign...
Read More
Von Willebrand Disease: a common but overlooked condition
Heavy periods are often dismissed as ‘normal’ or just something women have to deal with. But what if there’s an underlying medical cause? One in five...
Read More
From cat videos to conversions: why B2B marketers should embrace video
What are the most popular types of videos worldwide? According to the data-gathering organisation Statista, music videos hold the number one spot,...
Read More
How Marketing Automation Transforms the B2B Buyer's Journey
The B2B sales journey is often characterized by its complexity, involving a diverse array of stakeholders with varying perspectives and timelines....
Read More
AI in B2B marketing: a goldmine in a landmine field
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...
Read More
KPIs for B2B healthcare agencies: insights from a client business review (Clone)
At Living Stone, we recently conducted a comprehensive business review with one of our multinational healthcare clients, reflecting on a robust...
Read More
Video: A powerful tool for patient communication
Clear communication is essential in the relationship between healthcare professionals and patients. Medical treatments can be complex, and patients...
Read More
Is the Netherlands ready for a prehospital innovation?
Dedalus, a long-time client of Living Stone, turned to us once again for our healthcare expertise to explore the Dutch market for their...
Read More
Breaking the stigma around diabetes with a podcast
Despite the growing number of people living with diabetes, awareness and understanding of the condition remain limited. Even in 2025, many...
Read More
The word is out! Living Stone is moving to Ghent
That's right: next spring, Living Stone will pack its bags and head to the vibrant city of Ghent. But we’re not moving to just any location—we’re...
Read More
Accelerating success: how we fuel growth for startups and scale-ups
Why do startups and scale-ups frequently turn to Living Stone? It'sdue to our open-mindedness, flexibility, and extensive experience in healthcare....
Read More
Strengthen your brand through rock-solid branding and positioning
In today'sdynamicworld, it’sessentialfor companies tonotonlybuild a strong brand, but alsomaintain a clear positioning in the market. Our...
Read More
World rare diseases day
As a B2B marketing agency that focuses on healthcare marketing alongside engineering and IT, we put a lot of effort into content marketing. Strong...
Read More
Should you add an influencer to your B2B marketing mix?
Do you need an influencer to promote your B2B product or service? If you’re thinking of celebrity influencers like Lewis Hamilton or one of the...
Read More
War and turmoil: navigating global challenges in B2B marketing
How to be successful as a medium-sized B2B company in a troubled world. Strategies and the role of a B2B marketing agency in facing global challenges.
Read More
The future looks good for (AI) chatbots
If you visited a website recently, you likely interacted with a chatbot. Whether they’re ‘smart’ (powered by generative AI), ‘simple’ (rule-based),...
Read More
Who owns content created by AI tools?
Who owns content created by AI tools? In simple terms: usually, you can use it, but that does not always mean you fully own it in the traditional...
Read More
The importance of value in B2B marketing: looking beyond price
In the current economic context, with prices and inflation rising, it is essential for B2B companies to look beyond price alone. Value has become a...
Read More
5 cultural factors that can influence NPS results across international markets
NPS scores often differ across countries not only because customer experiences differ, but because cultures use rating scales, criticism, and...
Read More
Making complexity clear
...for every stakeholder.
Ready for a clear conversation?
We'll get to know each other and discuss the path to greater impact and faster growth.
A clear conversation is more than half the battle.