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One thing I realised while working on LeoBrain was that B2B marketing isn't actually boring.
We've just accepted that it has to sound that way.
Unlike B2C, B2B buyers aren't looking for impulse. They're looking for solutions to real business problems. The sales cycle is longer, the intent is higher, and trust matters more than attention.
That changed how we positioned LeoBrain on LinkedIn. Instead of leading with features, we led with conversations that made recruiters feel understood and focused on making AI recruitment feel more human, relatable, and educational, without losing credibility.
👇 A few of the carousels we created.
Where do you think B2B brands still have the biggest opportunity to stand out?
The biggest opening is the moment between interest and internal approval. Most B2B pages explain the product, but they do not give the buyer language to justify it to finance or the wider team. A clear outcome, credible proof, and a pricing story that is easy to forward can make “boring” feel both useful and memorable.
I agree! Most pages are written to convince the person reading them, not the three people they have to convince afterwards. The buyer becomes an internal salesperson the moment they close the tab, and if the page hasn't given them the language to do that job, the deal stalls before it ever reaches a decision-maker.
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Strategy, narrative, web design and Webflow development for Samu.ai, the copilot for B2B sales reps and managers in Latin America. 8 weeks, from positioning to launch 🚀
8 weeks for all that is quick
✨ Two directions. One brand. Which Throughline identity would you choose?
I explored two different approaches for Throughline, one bold, geometric & progressive, the other minimal, refined & sophisticated.
🔷 Option 1 — Geometric & Progressive
🌿 Option 2 — Minimal & Refined
Which one feels stronger to you? 👀
Vote below! 🗳️👇
7 voted
27%
19 voted
73%
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I just launched the second part of the Northbound Case Study, the first one talked about the creation of the Design System ready for code, but this step goes even further.
As a Design Engineer I shipped the same DS to code using Claude, closing the boundaries between design and development. Allowing us as designers manage your product's Design System directly without the back and forth with the Development team.
Shipping the same DS to code is the part most teams struggle to close. Did the token structure hold up once it hit real components, or did it need to change?
