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In the realm of B2B marketing, a subtle but pervasive problem looms—ironically, one of the industry’s own creation. Clarity and meaning have become casualties in an ongoing war of words that often serve little purpose beyond filling content quotas or satisfying superficial engagement metrics.
As marketing professionals, we pride ourselves on our ability to craft compelling narratives, to turn the mundane into the extraordinary, yet in this endeavor we’ve inadvertently forged our own Achilles heel: an over-reliance on jargon and buzzwords that, rather than clarify, obscure our vision and deem our messaging virtually meaningless. It costs us our customers and, ultimately, our bottom line.
This phenomenon isn’t merely a linguistic misstep. It represents a fundamental disconnect in how we communicate with audiences. In our quest for uniqueness and authority, we’ve encased our messages in layers of industry-specific vernacular, creating a barrier that only the initiated can penetrate. These words, while intended to showcase expertise and insight, often do the opposite, alienating the very customers we aim to engage.
For executives, and particularly CMOs, this presents a unique challenge: How do we reconcile the need for specialized language with the imperative of deeper meaning and understanding?
Wrong words have consequences
Language can be complex or incredibly simple. Whatever language we choose, it wields immense power, shaping not only our brand’s perception but also its relationships and customer engagement.
Our industry has known this for a long time. In 2013, a McKinsey study provided insight into this phenomenon, revealing a stark disconnect between the core messages B2B companies emphasize and the attributes customers truly value. Often, companies get wrapped up in buzzwords like “innovation” and “global reach,” while customers prioritize practical aspects such as supply chain efficiency and specialist knowledge.
This misalignment, born out of a jargon-heavy approach, leads to a weakened perception of the brand as value propositions become shrouded in opaque language.
In addition, a survey by Bospar and Propeller Insights reveals how jargon not only dilutes the clarity of communication but actively erodes trust and credibility. An overwhelming 88% of B2B decision-makers agreed that marketing clichés and overused buzzwords diminish a company’s credibility. Words like “disruptive” and “world-class,” intended to impress, often end up creating an impression of insincerity, which alienates potential customers and diminishes the genuine connection that effective communication can foster.
The reasons for this communication style are not lost on me. In the ongoing debate about the use of industry-specific words in B2B, advocates argue that it demonstrates expertise—but while it may create a sense of community among insiders, this approach restricts broader engagement with crucial non-expert decision-makers. Jargon’s precision cannot override the necessity for clarity; as industries evolve, so does language, but it must remain inclusive.
The consequences of using the wrong words are twofold: They obscure the real value of products and services, and they weaken the foundational trust necessary for building robust business relationships. In a domain where clarity and authenticity are paramount, falling into the trap of using buzzwords can be a costly misstep, detracting from what we aim to deliver.
Beyond marketing
The relentless spread of jargon across B2B organizations is not just an issue of poor communication; it’s a symptom of a deeper problem—the evasion of real innovation. Marketing is not a magic wand that can disguise mediocrity as excellence or turn features into entire product offerings.
Analyst firms are one guilty party. While their insights are invaluable for defining market trends, their penchant for creating acronyms has led to an overabundance of specialized terms that, meant to categorize and clarify, has resulted in confusion and played a significant role in shaping industry language. It’s created a landscape where jargon overwhelms rather than aids, complicating communication in an area where clear, accessible information is crucial.
Innovation initiatives are also a culprit—a significant proportion of them fail, and companies generally lack confidence in their innovation abilities. A McKinsey study found that 84% of executives see innovation as an essential part of their growth strategy, but only 6% are satisfied with their innovation performance.
Often, marketing is not involved in the product development process until it’s too late, missing critical opportunities for input and commercialization strategies. It’s then expected that their message to the market focus on, even if it’s not in the product. This siloed approach leads to inefficient handoffs and a lack of integrated marketing thinking.
Moreover, many B2B companies, in contrast to B2C organizations, have thinner marketing departments, with innovation often led by engineering and sales. This underscores the imperative for marketing to be an integral part of the entire innovation process, not an afterthought, ensuring that products are not only technically sound but also resonate with customer needs and market realities.
Strategies for clarity
In the world of B2B marketing, clear and meaningful communication is about embracing simple and relevant language thats resonates deeply with your audience. Look no further than IBM’s “Outthink” and Cisco’s “Internet of Everything” campaigns for prime examples of this approach in action.
“Outthink” is a master class in clarity and inspiration. By focusing on the synergy between artificial and human intelligence, IBM managed to communicate the vast capabilities of Watson in comprehensible and engaging language. Terms like “outthinking weather” and “outthinking crime” are not just catchy, they’re original and accessible, bringing the potential of technology to everyday scenarios.
Similarly, Cisco’s campaign navigated the complex realm of connectivity with visionary yet relatable language; a phrase like “Tomorrow Starts Here” translates the intricate concepts behind its technology into a narrative.
Drawing inspiration from these campaigns, B2B companies can adopt several actionable strategies to refine their communication.
Embrace clear messaging fundamentally: Focus on straightforward, jargon-free messaging that directly addresses your audience’s needs. Use language that anyone can understand, reserving technical terms for when absolutely necessary and always providing unambiguous explanations. Conduct workshops internally that emphasize the importance of a clarity-first approach to communication, encouraging all departments, especially product development and customer service, to adopt it.
Leverage story-driven creative: Stories connect people. Use narratives that echo everyday experiences or common challenges, making your offerings more tangible. Share customer success stories and case studies to demonstrate real-world applications and benefits. Strong imagery and innovative design are key, as they not only support but often drive a brand’s message. It’s important to remember that it’s these creative elements that truly engage and resonate with audiences, making a brand’s communication memorable.
Seek regular feedback: Establish a feedback loop with your audience, employing a mix of media to reach them effectively. Use surveys, social media interactions and customer feedback to continually refine and enhance your messaging for maximum clarity and impact. Ensure your message remains consistent and clear across platforms to ensure it’s not just heard but understood and appreciated.
A brand’s voice should be a beacon of clarity, not a source of confusion; our stories should resonate and carry a weight that transcends the transaction. It’s time to strike that balance between elegance and simplicity.
What’s the next step? It begins with a unified commitment to valuing substance over superficiality. By distilling our messaging to its essence—what really matters to our customers and to our businesses—we can reconstruct our communication strategy with language that enlightens. In the end, the true measure of our success is not how well we can speak the language of our industry, but how well we can make our industry speak to the world.
