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. 🧟

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.

Bees are small and vulnerable. And yet they are indispensable: they pollinate, keep ecosystems in balance and enable growth. Their strength lies not in their size, but in their cooperation, resilience and the value they add. 🐝 That idea is encapsulated in the name The Bee Academy. This organisation helps IT professionals who, after burnout, stroke or other setbacks, want to find their place in the labour market again. Like bees, they play an invisible but indispensable role in our society. With the right opportunities, they can contribute, grow and flourish again – for themselves and for the organisations they end up working for.

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 everywhere and your agency is likely using it already. Whether it’s drafting content, refining audience segments, or optimizing campaign visuals, AI has become the elephant in the room. As a marketing or communications leader in a European B2B company, you’re accountable not only for the messages your agency produces—but increasingly, how they’re produced. And with the EU AI Act now in play, it’s time to ask tougher questions. You don’t need to micromanage your agency’s tools—but you do need clear agreements, transparency, and responsible practices. Let’s explore how to get there.

What are the most popular types of videos worldwide? According to the data-gathering organisation Statista, music videos hold the number one spot, followed by comedy/meme/viral videos at spot number two. How-to videos, product reviews, and tutorials do make it on the list, but they’re a little less popular.

The B2B sales journey is often characterized by its complexity, involving a diverse array of stakeholders with varying perspectives and timelines. Guiding a prospect through this intricate path to becoming a valued customer can feel like a significant undertaking. Fortunately, B2B marketers and sales professionals excel at navigating these complexities, providing valuable insights and maintaining engagement throughout the buyer's journey.