May 19, 2021 |

When selling a new product to a prospect it can be all too easy to lose them in a B2B communication maze of CRO, ROI, KPI, and CRM. However, rabbit at them long enough and you might find yourself left on read with a BRB.

B2B Communication

With the average cost of generating a sales lead running into the hundreds of pounds, can you really afford to lose them to something as simple as communication?

When selling complex products and services, it pays to cut the jargon. Demystifying technology with straight forward terms, and providing personalised, low commitment trials can be a great way to ensure your leads progress through your sales funnel, avoiding any first-date fumbles.

To help spark some ideas, we have gathered a number of great examples of companies that have cut the crap, crafting B2B communication for typically complex products with copy that gets down to business, offering a strong, understandable value proposition.

Trussle

Trussle has developed a platform created to take the hassle out of finding the perfect mortgage for your new home. A prospect that could give even the most financially astute of us a headache.

What it does well:

  • Cut to the chase. When you land on the site you know immediately what’s on offer, and whether it’s for you.
  • Spell out the options. There’s only two, new mortgage or re-mortgage. By having two clear buttons the customer can begin their journey quickly, and simply. These repeat as a common call to action after each stage.
  • Verify and build trust. They are good at what they do, and they prove that with strong Trustpilot scores from happy customers. Never underestimate the power of your positive referrals. If you don’t have any – ask for them!

Monday

One challenge when communicating tech product features is making the everyday exciting. This is what project management platform, Monday does really well. In addition to bringing its product to life, it does a great job of personalising the journey to different use cases.

What it does well:

  • Establish relevance. By posing a question as to your intended use case first, it personalises the experience, giving you an immediate understanding of how its product can work for you.
  • Offer a free trial. By offering a free trial from the homepage, Monday enables potential customers to see how the platform works and integrates into their existing workflows before committing. Making this a genuine free trial (i.e. no credit card details are required) means people are free to start exploring the product straight away, without having to overcome the fear of commitment.

Access Group

Thought leadership pieces offer an ideal route to break down a complex product, highlighting its relevance in various industry contexts. Enterprise resource planning specialists, Access Group operate across a broad spectrum of industry verticals – so showing relevance to multiple target groups is key. Here, its supply chain division demonstrates how it applies a thought leadership approach to highlight where its product’s features help those responding to current market challenges.

What it does well:

  • Be industry specific. By offering multiple relevant case studies that are aligned to the organisations target industry sectors means it can demonstrate the products suitability in a way that is instantly recognisable and easy to comprehend. Leveraging case studies removes hypothetical uncertainties and can be great at answering many common questions associated with product suitability.

Above all, what these examples demonstrate is the need for straightforward, conversational language in B2B communication that remains uncluttered by jargon. Pre-empting common questions and personalising initial contact experiences will really help prospects get to grips with product complexities, and more importantly, position your sales team for success!

If you are struggling to cut the complexity from your product’s communication strategy, then get in touch with the Tank team using the form below and learn how we can help supercharge your sales growth.