Is Your B2B Marketing Speaking Your Customer’s Language?
B2B marketing needs to raise its game and that’s not new news, it's also highlighted in recent studies, such as The Power of Provocation which found that 82% of buyers find B2B marketing boring and repetitive. One of the key factors behind this is not speaking the same language as our customers.
As humans we strive hard to connect through language, brushing up on a foreign language if we’re travelling, or coo-cooing with a newborn. All for the simple reason that we want to form meaningful relationships with those around us. When it comes to B2B marketing, more often than not, we’re speaking in a tongue our audiences struggle to understand, resulting in lost business opportunities. What are the key factors behind this and how can we banish them from B2B for good?
Watch Out for B2B’s Deadliest Covert Threat: Jargon
Here B2B stands guilty as charged.
ADWeek makes the point about jargon very succinctly in a recent article “these words, while intended to showcase expertise and insight, often do the opposite, alienating the very customers we aim to engage.” The piece also references an old 2013 McKinsey study on the disconnect between B2B messaging and its customers, driven in part by the use of such buzzwords and jargon. Reiterating, this remains a longstanding and unresolved issue. We all know the words - disruptive, innovative, ideation, synergy, transformative and so many more. In short, jargon’s a killer, it dilutes messaging and erodes trust between B2B brands and their audiences, with an adverse impact on the bottom line.
ADWeek suggests a compelling solution to this problem, offering invaluable advice to resolve it by embracing “clear messaging” focussing on “straightforward, jargon-free messaging that directly addresses your audience’s needs.” Always using “language that anyone can understand, reserving technical terms for when absolutely necessary and always providing unambiguous explanations.” Well said.
Ditch Corporate Talk, Speak to Your Customers as Human Beings Instead
Forbes highlights the distinct challenge in B2B messaging, comparing it to B2C, stating it's harder to visualise the end user and their priorities, and so as a consequence “we often end up speaking to the company and not a person at the company.”
In essence the more we speak to customers as the wonderful individuals they are and in their own language, addressing their specific needs, the more likely they are to respond positively to B2B messaging.
Crafting personas serves as a crucial first step here, enabling a deeper understanding of diverse customer segments. Delving into personas like Jessica, the CMO, or Mark, the CRO sheds light on their pain points and aspirations, shaping messaging that deeply resonates with them.
So far so good, but most B2B companies at this point that create personas, frankly leave them on the shelf to gather dust. Something to avoid at all costs. To quote the marketing guru Ardath Albee “you’re never done”. Ardarth recommends B2B brands regularly review and update their buyer personas. Given the dynamic nature of situations, market shifts, economic changes and tech innovations personas should remain active and adaptable tools. It's essential to update them regularly and integrate them into daily marketing strategy execution. Let them gather dust and any messaging will quickly degrade.
In B2B marketing, speaking the same language as customers isn't just a suggestion, it's the lifeline for meaningful engagement and long-term success. As we navigate through the labyrinth of jargon and corporate speak, it's imperative to remember that our audience isn't an abstract entity but a community of individuals with unique needs and aspirations. By embracing clear, jargon-free communication and continually refining our understanding through dynamic persona updates, we pave the way for authentic connections and lasting impact.
