B2B SaaS marketing can be human too

As I watched the Heineken ad “Men drink cocktails too” yesterday evening, it struck me how often we have a perception about the world that’s just wrong: Men drink beer, women drink cocktails. Duh….?!

If I apply this to the B2B SaaS domain that I am working in every day, the same thing applies: B2C marketing should feel human, B2B marketing should feel serious. Seriously?!

Just look around you – open your own website or that of your competitor. What you’ll discover 9 out of 10 (or possibly 99 out of 100) is dull, distant, and disconnecting language.

Just because we’re selling accounting, compliance, payroll, or procurement software doesn’t mean we’re dealing with robots!

Remember: The people supposed to act on this are human beings — people of life and blood – men and women who drink beer and cocktails too, just like us.

What if we’d talk to these people like we’re having a beer (or a cocktail) with them – without the jargon and buzz words

What if we’d showcase empathy -and address the challenges they’re suffering with, in the language they’d use as well?

One of the traits that define the software companies we just keep talking about is this one: They surprise and hit the right nerve – and with that position themselves for success (check chapter 10 of my book: The Remarkable Effect)

Hitting the right nerve starts when we bring in emotion. Not necessarily to make people cry, but to make them feel seen, heard, and understood. And that’s about addressing the frustrations they have, their fears, anxieties, hopes, believes, aspirations, and so on.

Question for you to reflect upon: What can you do today to make the messaging around your SaaS solution connect with real humans?

(Side note: possibly the best software pitch I’ve ever seen was in an enterprise software deal in Not for Profit – leaving various people in the room with tears in their eyes. It won the deal.)

About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.