Solutions for operations

Walk along almost any food production line, and you’ll see bins and containers with food waste, every few meters. And it’s not just food. Water, energy, and many other valuable resources get lost along the line. Food companies know how much waste hurts. Yet they often can’t pinpoint where in the process it is actually coming from. Belgian start-ups Polysense and Liquisens are attacking that blind spot by catching small deviations in food and water quality before they become waste. (Reading time: 7 minutes)

Every marketer already knows the punchline. Customers want authentic, personalized, effortless communications. The business wants it to convert: pipeline, revenue, and retention, not just likes and opens. To get there, marketing teams push harder: more sends, sharper copy, one more channel. And still, the numbers won’t cooperate. Somewhere along the line, they hit a ‘performance plateau’: teams are using the most powerful technology marketing has ever had to send more generic messages.

Meet Debby. She runs your company – and she's drowning.

Finance is automated. Logistics is lean. Production lines hum along with digital precision. Yet walk into almost any B2B manufacturer or reseller and you'll find the commercial heart of the business running on emails, spreadsheets, and sticky notes. That's where Debby works. And Debby is exhausted.

“We’re living through a polycrisis on fast-forward”, said trend researcher Tom Palmaerts at our 2026 B2B Experience Summit. With the pressure growing and AI disrupting the landscape, most B2B teams respond with harder work, more tools, more content and more touchpoints. Yet throughout the summit, one message kept surfacing: the answer isn’t to do more. It’s learning how to cut through the noise. Here are five takeaways.