Every day, a B2B tech company announces a new innovation, unveils a new product, or uncloaks technology that genuinely pushes the boundaries of what is possible. However, too often, these new breakthroughs are obscured by one thing – a fog of jargon that undermines effective brand messaging.

Acronyms and complex technical language can cloud even the best of innovations, with the end result being a disconnect between the organisation and the audience. This is especially challenging in B2B tech, where the end user expects the same clarity and engagement that B2C brands deliver through copywriting excellence and brand messaging. If the audience can’t quickly grasp what the business does or why it matters, they will take their attention elsewhere. Worse, the news could get drowned out by the noise of competing tech announcements.

It’s time to break free from technical language. Copywriting is just as critical as the technology itself. To get to the heart of the story, it’s more important than ever for B2B tech brands to strip back the complexity and craft clear brand messaging that resonates.

Avoiding the jargon trap

I am in no way saying that technical language doesn’t have its place. Engineers, developers, and product teams need to communicate in detail about how systems work and how to solve complex problems. But when that internal language spills over into brand messaging and copywriting, things start to unravel.

There are a few reasons why tech companies slip into this trap, including:

Expert bias: When somebody is deeply embedded in a technology, it’s easy to assume that others have the same level of understanding. While terms like “ML” (Machine Learning) or “API” (Application Programming Interface) might be commonplace in a product team, they could still be stumbling blocks for many audiences.

Fear of oversimplification: It’s sometimes viewed that simplifying technical terms can dilute the message. In reality, providing greater clarity through copywriting strengthens authority. If brand messaging can’t explain it simply, there's a strong chance the audience won’t either.

Over indexing on sounding impressive: Buzzwords can be used as a tactic to sound impressive but often lead to more confusion for the reader and can misguide them about the intent. Clear brand messaging and copywriting is far better than a convoluted one. 

Overcomplication can lead to missed opportunities (such as press coverage). If journalists struggle to translate the complex language into something that will resonate with their audience, a brand's positioning can be skewed.

How to communicate tech clearly

So, how can B2B tech brands communicate their message clearly? Here are some practical techniques that are implementable today:

1. Start with the why

Before diving into the mechanics of how a technology works, explain why it matters. What problem does it solve? How does it make a customer’s life easier or better?

Instead of: "Our AI-driven, cloud-based platform leverages real-time data to enhance operational efficiency."

Try: "We help businesses make faster decisions by using AI to analyse data in real time."

2. Humanise the story

Tech is about people as much as it’s about innovation. Brands must add a human element to the story. This could be a customer pain point, a challenge the team faced, or a real-world example. This is especially critical for B2B tech brands reaching national media.

Instead of: "Our cybersecurity software uses advanced threat detection algorithms to identify and neutralise potential breaches."

Try: "Last year, one of our clients faced a serious data breach attempt. Our software identified the threat within seconds and shut it down before any damage was done, saving the company from potential financial and reputational harm."

3. Don’t forget your customer’s customer

Customers care about how technology helps them, not just how it works. Communicators must frame the message around benefits and the impact it will have on the end user.

Instead of: "Our app uses geofencing technology to monitor user location."

Try: "Our app automatically adjusts based on where you are, so you don’t have to."

Less is, in fact, more

Clear brand messaging and copywriting are about presenting information in a way that is easy to grasp. If the audience gets it, they’re far more likely to care about it, and that’s how innovation is turned into impact. The most successful B2B tech companies aren’t just defined by their technology; they’re defined by how well they tell their story.

Want help with your content and positioning? Missive’s team of communications experts can help you cut through the noise with clear messaging. Get in touch today.