How to do B2B Messaging?

Why B2B Messaging Shouldn't Start With Brand—And What Actually Drives Buying DecisionsWhen it comes to B2B marketing, there's a common trap that companies fall into: building their messaging around “brand.” We’re told brand is everything, and it certainly matters—for getting you in the door. But if you want marketing to drive opportunities and sales to close deals faster, your messaging has to go far beyond brand recall.Let’s dig into why, and how to do messaging that actually moves the needle.The Real Job of B2B MessagingToo often, messaging gets hijacked by fluffy language and “brand voice” exercises. While well-intentioned, this puts the cart before the horse. The real job of B2B messaging is to:Give marketing something relevant to say, so prospects see themselves in your copy and say, “That’s us.”Empower sales with direct, understandable language, so there’s zero confusion about your value. No buzzwords, just clarity.Make buying feel obvious and safe, so your buyers can see exactly where your product fits in their existing process—without needing a meeting with your CEO.When you get this right, people don’t just remember your “name”—they know exactly why you’re in the running and what problem you solve for them.Brand Gets You In The Room. Clarity Closes The Deal.Brand does a fantastic job of keeping you top-of-mind. People default to what’s familiar—especially busy, risk-averse decision-makers in B2B contexts.But once evaluation begins, buyers need crystal clear answers:“Can this product solve my actual use case?”“Will it work with my existing systems, or will I need workarounds?”“Can my team understand it and roll it out quickly?”Take this (real-life) example:HubSpot often earns the “first look” in CRM evaluations. They’re known, trusted, and frequently on the shortlist. That’s what brand delivers.But in a particular evaluation, when true use cases surfaced, HubSpot required extra add-ons and manual workarounds. Attio, a newer name, covered the use cases immediately—out of the box.The buyer went with Attio. Not because Attio had the bigger brand, but because their product’s strengths—and fit for the real job—were clear the moment questions got specific.What Marketing NeedsRelevance. They need to write copy that makes your buyer say, “They get us.” If your messaging is only about “brand traits,” you’ll sound like everyone else. But if you arm marketing with storylines and pain points pulled from real customer conversations, your message feels familiar, specific, and urgent.What Sales NeedsLanguage. Sales needs crisp, plain wording to answer, “Why us over others?” and “What exactly changes for you if you pick us?” Fuzzy “brand-centered” language creates hesitation and extends the sales cycle. Precision shortens it.What Buyers NeedClarity. Buyers want to see the shortest path to yes. That means a message that:Maps to their workflowRespects their constraintsDemonstrates fit, now—not after a big implementation, not after custom buildsWhen your messaging does this, you lower the perceived risk and make commitment feel obvious.The Moment That MattersThe messaging battle is won (or lost) at the exact moment someone stops being curious and starts evaluating. Your job? Make their evaluation process smooth, short, and unmistakably in your favor.Brand earns recall, but messaging earns commitment.And commitment comes when saying “yes” feels obvious, safe, and immediate—when all objections are answered up front.How To Fix Your B2B MessagingInterview customers and lost deals. Find the moments they felt clarity or confusion.Rewrite your core messaging around jobs-to-be-done, not just brand values.Arm marketing and sales with language that makes the decision process easier, not just “slicker.”Test—Does your messaging help buyers self-qualify, or do you still get endless questions and hesitations?If not, rewrite.In SummaryBrand gets you in the door, but the words you use once you’re there decide the outcome. Make your B2B messaging do the real work: empower marketing, enable sales, and help buyers say “yes” to a clear future. That’s how business decisions happen—and how you shorten cycles, increase win rates, and create die-hard fans.B2B messaging is all about crafting clear, compelling, and value-driven communication that resonates with other businesses, rather than individual consumers. Here’s how you can approach B2B messaging to ensure it aligns with your audience’s needs, pain points, and goals:1. Understand Your Audience DeeplyBuyer Personas: Create detailed buyer personas to understand the key decision-makers, their roles, challenges, goals, and buying behavior. These might include CEOs, VPs, and procurement managers.Pain Points: Focus on the challenges your audience faces, such as operational inefficiencies, cost reduction, growth ambitions, or the need for better solutions.Industry Language: Speak the language of the industry you're targeting. Be aware of common terminology and issues that are relevant to your specific market, whether it’s manufacturing, finance, or tech.2. Define Your Value PropositionWhat Makes You Different: Clearly explain how your solution solves a problem better than the competition. Highlight unique features, benefits, and results.Quantifiable Benefits: B2B clients respond well to tangible results. Use metrics like ROI, cost savings, time efficiency, or scalability to demonstrate your value.Pain-Relief Messaging: Show how your product or service alleviates common business pain points. For instance, if you’re offering software, explain how it increases productivity and reduces manual errors.3. Create Clear, Solution-Oriented MessagingBe Direct and Actionable: Businesses want solutions that work, fast. Your messaging should directly address how your product or service meets their needs and provides immediate value.Simplify Complex Ideas: B2B products can be complex. Break down technical jargon and present your solution in simple, easy-to-understand terms. Use visuals or demos to support your explanations.Show Case Studies or Testimonials: Social proof is crucial in B2B. Share success stories, case studies, or testimonials from clients in similar industries or with similar challenges.4. Highlight Business Outcomes, Not FeaturesFocus on ROI: Emphasize the return on investment (ROI). For instance, show how your service reduces costs, increases revenue, or improves operational efficiency.Use Metrics and Data: Show real-world examples with data points that illustrate the effectiveness of your solution, such as “Increased sales by 30% in 6 months.”Address Long-Term Goals: Businesses often think long-term. Align your messaging with their long-term goals, such as scalability, innovation, or market leadership.5. Tone and StyleProfessional Yet Approachable: Your tone should reflect professionalism while being personable. Don’t make it too casual, but also avoid being overly formal. Strike the right balance.Confidence in Your Solution: Be confident in the messaging and assert the value of your product or service without over-promising.Customer-Centric: Always focus on the customer’s needs and how your solution benefits them. Position your offering as a partner in their success.6. Communicate Across the Right ChannelsEmail Campaigns: Craft targeted email campaigns that speak to specific pain points or business objectives, with personalized subject lines and calls-to-action (CTAs).Content Marketing: Create blog posts, eBooks, whitepapers, or case studies that demonstrate your thought leadership and the value of your product/service. Use these to educate and build trust with prospects.Social Media: On LinkedIn, Twitter, and other platforms, focus on sharing relevant industry insights, trends, and thought leadership. Use these platforms to nurture relationships and demonstrate your expertise.Webinars and Demos: Offer interactive experiences like webinars, online demos, or trials where prospects can see your product in action.7. Use a Strong Call-to-Action (CTA)Clear CTAs: Every piece of messaging should have a clear and actionable next step. Whether it’s scheduling a demo, downloading a case study, or starting a free trial, make sure your CTAs are concise and clear.Create Urgency: Occasionally use time-sensitive offers or create urgency with phrases like “Limited-time offer” or “Reserve your spot today” to encourage prompt action.8. Test, Analyze, and OptimizeA/B Testing: Continuously test your messaging across different channels. A/B test headlines, CTAs, email subject lines, etc., to find what resonates best with your audience.Track Results: Use analytics to track how your messages are performing. Monitor open rates, click-through rates, conversions, and engagement.Feedback Loops: Regularly gather feedback from sales teams, customers, and prospects to refine and improve your messaging.Examples of Effective B2B MessagingSlack: "Be more productive with Slack — a tool that connects your team and brings all communication into one place."Simple, solution-oriented messaging that directly speaks to team productivity.HubSpot: "Grow your business with HubSpot's all-in-one CRM platform. Manage everything from marketing to sales in one place."Focuses on ease of use, all-in-one platform, and growth — key business goals.Salesforce: "The world’s #1 CRM. Connect with your customers in a whole new way."Highlighting their market leadership and the transformational impact on customer relationships.Final ThoughtsB2B messaging needs to be rooted in the value your product or service brings to the table, speaking directly to the pain points and aspirations of the businesses you’re targeting. By focusing on solutions, demonstrating ROI, and using clear, simple language, you can create messaging that resonates with decision-makers and drives action.