Our mission is to help companies to successfully bring technological products or services to market and transform innovative ideas into profitable business within the B2B/B2G high-tech sector.
We aim to share best practices and expertise with business unit directors, innovation managers, technical experts, marketing directors and managers, product managers, product owners, etc.
This blog is a dynamic platform, constantly evolving to become the go-to resource for business and marketing in the technology industry. Articles, podcasts, newsletters, opinions … available in both French and English.
We encourage you ot explore the site and contribute with an article, a comment, a testimonial. The initial articles present a general overview of various subjects. We welcome input from specialists in their respective fields.
We value every voice and believe every contribution matters!
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B2B and B2G marketing is no longer just about generating leads. It’s about being credible before anyone picks up the phone.
Find out how to turn your B2B/B2G operational marketing into a real deal-making machine using influence strategies and RevOps in 2026.
Artificial intelligence assistants are transforming the way technical buyers explore a market and identify suppliers. In the high-tech B2B and B2G sectors, this evolution is profoundly changing the discovery, comparison and perception of expertise.
The high-tech medicine we know today—surgical robots, diagnostic AI, implantable sensors—was not born in a biology laboratory. It is the direct legacy of the battlefield, space exploration, and critical infrastructure. A look back at the mechanics of a technological transfer that saves lives.
Technological duality is no longer an option but a strategic survival skill. From the GPS legacy to the AI era, learn how to navigate between these two worlds.
How structured training aligns technical and business teams to drive product success in B2B/B2G technology.
Green public procurement is becoming a sovereignty tool where eligibility now matters more than price.
Chipflation in 2026 forces industrial players to rethink product strategy around resilience and supply security.
Space is shifting from prestige to critical infrastructure, reshaping resilience, surveillance and secure communications strategies.
Golden Dome marks a strategic shift in multi-domain defense architectures, creating both challenges and opportunities for European equipment manufacturers.
In many B2B factories, “digital transformation” has long been more of a boardroom buzzword than a true operational lever. Yet the situation is changing fast:
Last week, the liquidation of the historic home-appliance company Brandt, with the dramatic loss of 700 jobs, hit like a bombshell. That same week, a
In the B2C company, the role, importance and scope of a marketing department are well known and in a way almost “standardised” from one consumer company to another.
The definition of “product” is at the heart of both product portfolio management, product plan and product life cycle management. But in technology, what is called a product exists at different levels and it will be necessary to define more precisely what is to be managed from the product/market/competition perspective.
The success of a product in its market depends on the quality of the technical, strategic and marketing decisions associated with it.
The “products” and “offers” proposed by B2B high-tech companies to their public or private customers are very diverse…
We often speak of strategic marketing and operational marketing. The two activities are very different, even though they are often grouped together in the same department.
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