Explaining your Tech to Non-Techie Buyers: A B2B Messaging Guide
Does B2B Fintech marketing fail when it is too technical?
If your B2B fintech marketing includes advanced technical details, APIs, and algorithms, without highlighting the outcome and benefits of the product, it may be overwhelming for the decision makers of prospective businesses. Such dense information could be hard to remember and digest, leading to a missed opportunity. Therefore, unless the overemphasis on the technical specifications helps provide information as to ‘why it is essential’, focusing on benefits and how your offering helps clients may be the best strategy.
The role of financial technology comms in shaping buyer trust
According to Gartner research, clarity is important for building credibility for your business among vendors. Clear communication that changes the perceived notion and enhances understanding of a product reduces risk, decision anxiety, and uncertainty. Since such decisions are usually a long-term commitment and involve a big investment, there’s immense scrutiny before landing on a decision.
Do I need to simplify technical concepts in B2B fintech messaging?
A deal could stall if there isn’t enough clarity on the product in the first stage, boiling down to poor marketing and a lack of clear benefits the decision makers can easily identify in the content presented to them, whether that be your website or your product’s one-pager. The overarching answer to this issue is simplifying technical concepts in B2B fintech marketing, but not dumbing them down.
How can you build B2B fintech brand messaging that focuses on business impact?
If the branding and marketing focus less on features and more on benefits, resulting in messaging that resonates with decision makers, it’s often a green light, speeding up the decision process immensely. Similarly, if the messaging is confusing enough for the decision makers to consider how the product could positively impact their business, their trust in the product is already being questioned.
In order to provide clear communication, marketers can use case studies, one-pagers, testimonials and legitimate evidence/facts instead of vague claims. The simplest strategy to verify if the buyers understood your product is to ask yourself, ‘Can a CFO explain the product in one sentence to his committee?’
Common financial technology messaging mistakes
However, to ensure you are sending across the most relevant messaging that targets your audience’s pain points, a few generic mistakes can be avoided:
- Starting with the ‘wonders of the technology’ rather than stating the ‘business problem that it solves’.
- We must not assume that the buyers understand the internal, highly specific industry language and therefore must contextualise it with an explanation.
- Just listing the capabilities or features of the product without explaining what impact it brings to the business.
In B2B fintech, it is essential to eliminate any rising skepticism with strategic messaging. Buyers tend to gain more confidence when the product presents itself as a solution to their pain-points, directly positioning itself as the ‘end-all’ solution for their needs.
