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.
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.
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.
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.
We all know the feeling: a letter from the bank, a hospital instruction sheet, or a phone bill lands in your hands—and you can’t make sense of it.
The words are long, the sentences tangled, the layout overwhelming. That’s where plain language comes in. Plain language is not about dumbing things down. It’s about respect, trust, and empathy.
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.
And according to research firm Gartner, by 2027 chatbots will be the main customer service channel for approximately 25% of companies. In a press released issued by Gartner, Uma Challa, Sr. Director Analyst at Gartner, commented: “Chatbots and virtual customer assistants (VCAs) have evolved over the past decade to become a critical technology component of a service organization’s strategy. When designed correctly, chatbots can improve customer experience and drive positive customer emotion at a lower cost than live interactions.”
