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 countless brand strategies, translated complex innovations into compelling narratives, and created content that turns stakeholders into advocates. But here's what we hadn't done:…
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 most. We've been talking to sales teams and marketing leaders in these industries,…
More Than Words: Why Language Barriers Are Intersectional
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…
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 rushed email, a video concept pulled…
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 tempting to put the…
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 in their size, but in their cooperation,…
Plain Language: Why Clear Words Matter
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…
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. We explore strategies for effective supplier-provider partnerships,…
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 outcomes with tighter budgets. In this new reality, suppliers can…
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 visuals, AI has become the elephant in the room. …
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, followed by comedy/meme/viral videos at spot number two. How-to…
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. Guiding a prospect through this intricate path to becoming a…