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Learn to tailor your marketing messaging effectively." /><link rel="canonical" href="https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/" /><meta property="og:locale" content="en_GB" /><meta property="og:type" content="article" /><meta property="og:title" content="Sealed With a KISS - Keep Your Marketing Messaging Simple" /><meta property="og:description" content="Discover the importance of straightforward B2B messaging aligned with customer needs. Learn to tailor your marketing messaging effectively." /><meta property="og:url" content="https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/" /><meta property="og:site_name" content="Cremarc" /><meta property="article:published_time" content="2023-11-21T08:56:45+00:00" /><meta property="og:image" content="https://www.cremarc.com/wp-content/uploads/sealed-with-a-kiss.jpg" /><meta property="og:image:width" content="336" /><meta property="og:image:height" content="283" /><meta property="og:image:type" content="image/jpeg" /><meta name="author" content="Matt Berry" /><meta name="twitter:card" content="summary_large_image" /><meta name="twitter:creator" content="@cremarc" /><meta name="twitter:site" content="@cremarc" /><meta name="twitter:label1" content="Written by" /><meta name="twitter:data1" content="Matt Berry" /><meta name="twitter:label2" content="Estimated reading time" /><meta name="twitter:data2" content="3 minutes" /><link rel='dns-prefetch' href='//cdn.usefathom.com' /><link rel='dns-prefetch' href='//js-eu1.hs-scripts.com' /><link href='https://marketing.cremarc.com' rel='preconnect' /> <script type="text/javascript">window._wpemojiSettings = {"baseUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/","ext":".png","svgUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/svg\/","svgExt":".svg","source":{"concatemoji":"https:\/\/www.cremarc.com\/wp-includes\/js\/wp-emoji-release.min.js?ver=6.6.2"}}; /*! 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When messaging is too complex or convoluted, it not only loses its impact, but it’s in danger of also becoming confusing, or irrelevant. Whatever happened to “it does exactly what it says on the tin?" /><meta property="og:url" content="https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/" /><meta property="og:site_name" content="Cremarc" /><meta property="og:image" content="https://www.cremarc.com/wp-content/uploads/sealed-with-a-kiss.jpg" /><meta name="twitter:card" content="summary_large_image" /><meta name="twitter:description" content="Turning the mundane into something interesting is a bit of a marketing artform, but there are times when it can go too far. When messaging is too complex or convoluted, it not only loses its impact, but it’s in danger of also becoming confusing, or irrelevant. Whatever happened to “it does exactly what it says on the tin?" /><meta name="twitter:title" content="Sealed with a KISS – B2B Marketing Messaging - Cremarc" /><meta property="twitter:image" content="https://www.cremarc.com/wp-content/uploads/sealed-with-a-kiss.jpg" /> <script data-cfasync="false" data-pagespeed-no-defer type="text/javascript">var dataLayer_content = {"pagePostType":"post","pagePostType2":"single-post","pageCategory":["thought-leadership"],"pagePostAuthor":"Matt Berry"}; dataLayer.push( dataLayer_content );</script> <script data-cfasync="false">(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-P8JPGRH');</script> <link rel="stylesheet" href="https://use.typekit.net/eed2syn.css"><style type="text/css">.recentcomments a{display:inline !important;padding:0 !important;margin:0 !important;}</style> <script type="application/ld+json" class="saswp-schema-markup-output">[{"@context":"https:\/\/schema.org\/","@graph":[{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Home","url":"https:\/\/www.cremarc.com\/"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"B2B Marketing Services","url":"https:\/\/www.cremarc.com\/b2b-marketing-services\/"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Strategy, branding & proposition","url":"https:\/\/www.cremarc.com\/b2b-marketing-services\/b2b-branding-agency"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Digital marketing","url":"https:\/\/www.cremarc.com\/b2b-marketing-services\/b2b-digital-marketing-services"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Marketing technology","url":"https:\/\/www.cremarc.com\/b2b-marketing-services\/marketing-technology"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Account based marketing","url":"https:\/\/www.cremarc.com\/b2b-marketing-services\/account-based-marketing"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Content marketing","url":"https:\/\/www.cremarc.com\/b2b-marketing-services\/b2b-content-marketing-services"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Website Design & Development","url":"https:\/\/www.cremarc.com\/b2b-marketing-services\/b2b-web-design-agency"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"About","url":""},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Why Cremarc","url":"https:\/\/www.cremarc.com\/why-cremarc"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Meet the team","url":"https:\/\/www.cremarc.com\/meet-the-team"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Join the team","url":"https:\/\/www.cremarc.com\/join-the-team"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Resource Hub","url":""},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Blogs","url":"https:\/\/www.cremarc.com\/blogs"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Case Studies","url":"https:\/\/www.cremarc.com\/case-studies"},{"@context":"https:\/\/schema.org\/","@type":"SiteNavigationElement","@id":"https:\/\/www.cremarc.com#Main Nav","name":"Contact Us","url":"\/contact\/"}]}, {"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","@id":"https:\/\/www.cremarc.com\/sealed-with-a-kiss-b2b-marketing-messaging\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https:\/\/www.cremarc.com","name":"Cremarc - 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Learn to tailor your marketing messaging effectively.","articleBody":"Keep Your Marketing Messaging Simple Turning the mundane into something interesting is a bit of a marketing artform, but there are times when it can go too far. When messaging is too complex or convoluted, it not only loses its impact, but it\u2019s in danger of also becoming confusing, or irrelevant. Whatever happened to \u201cit does exactly what it says on the tin? A while ago I stumbled upon a website where the vendor in question stated, in bold print on their homepage, that they designed, built, and installed innovative environmental control and security solutions. But what exactly was it they did? On closer inspection, they made doors. Yep, doors. It reminds me of the window cleaners that refer to themselves as \u201cvision technicians\u201d. In digital marketing, the words you use to describe yourself are particularly important as they are what search engines look for. If you make office doors, say you make office doors. I can guarantee you if I was in the market for a new office door I would start by Googling (other search engines are available) \u201coffice doors\u201d. Here\u2019s another example. A few years ago, I was working with a client who provided telephony solutions for businesses that ran customer contact centres. In an attempt to differentiate themselves, they wanted to start using the term \u201ccustomer engagement centre\u201d. Someone, somewhere, had decided that people don\u2019t just contact a contact centre, they \u201cengage\u201d with it. The problem was, over 70% of their target audience still referred to what they did as \u201ccall centre operations\u201d they hadn\u2019t even fully embraced the concept of a contact centre. There was a film back in the early 90s called crazy people, where an advertising exec asked patients in a mental health facility to come up with advertising slogans. The result was some refreshingly honest catchphrases, like Volvo: they\u2019re boxy but good. Granted, most of them wouldn\u2019t pass the censors nowadays, but the principle is still sound. When developing B2B messaging, it\u2019s essential that you use the language of the customer. That means understanding the challenges your customers are facing and using plain-speaking English to communicate how your product or service solves the problem. In the final analysis, grand statements about how your product or service will \u201ctransform, revolutionize or inspire\u201d don\u2019t really mean anything if they can\u2019t be backed up with substantive evidence. Keeping it simple, stupid, is a mantra that was first adopted in product design, but the principle is still relevant for marketers today. No matter how complex your solution, you need to be able to put it into language that all members of the buying committee can understand. Of course, one size doesn\u2019t fit all here, because the problem you are solving is different, depending on the stakeholder. Start with one unifying principle and map the nuance of your messaging to suit the needs of your audience. If you\u2019re addressing the finance team, talk money. If you\u2019re addressing the operations team, talk about performance, if you\u2019re addressing users, talk about usability. If you want to seal the deal, keep the message simple and tailor it to the specific needs of your target personae.","keywords":"","datePublished":"2023-11-21T08:56:45+00:00","dateModified":"2023-11-21T08:56:45+00:00","author":{"@type":"Person","name":"Matt Berry","description":"As COO, Matt\u2019s absolute focus is implementing the foundations for growth. This encompasses many initiatives, but is centred around: people, process, proposition and innovation. Why these? 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It’s always nice to put a face to a name so come and take a look.<span></a></li><li id="menu-item-2708" class="single-height menu-item menu-item-type-post_type menu-item-object-page menu-item-2708"><a href="https://www.cremarc.com/join-the-team"><span class="menu-title">Join the team</span><span class="menu-description">Do you love marketing and think you are brilliant at what you do? We are a rapidly growing company and are constantly looking for marketing rockstars to join the team.<span></a></li></ul></li><li id="menu-item-2506" class="has-mega-menu menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-2506"><a>Resource Hub</a><ul class="sub-menu"><li id="menu-item-2707" class="single-height menu-item menu-item-type-post_type menu-item-object-page current_page_parent menu-item-2707"><a href="https://www.cremarc.com/blogs"><span class="menu-title">Blogs</span><span class="menu-description">Want to improve your digital marketing knowledge? 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Take a look at some of our case studies.<span></a></li></ul></li><li id="menu-item-2507" class="header-btn menu-item menu-item-type-custom menu-item-object-custom menu-item-2507"><a href="/contact/">Contact Us</a></li></ul></div></div></nav></header><div class="wrap" role="document"><div class="content"><main class="main"><article class="post-4202 post type-post status-publish format-standard has-post-thumbnail hentry category-thought-leadership"><div id="hero" class="left-align"><div class="container"><div class="text-holder" style="max-width: 1000px; margin: 0 auto; text-align: left;"><div id="breadcrumbs" style="position:relative; padding:0; top: auto;"><p><a href="/">Home</a><span><span><a href="https://www.cremarc.com/blogs/">Blogs</a></span> <span><a href="https://www.cremarc.com/blogs/thought-leadership/">Thought Leadership</a></span> <span class="breadcrumb_last" aria-current="page">Sealed with a KISS – B2B Marketing Messaging</span></span></p></div><h1 class="banner-heading c-purple">Sealed with a KISS – B2B Marketing Messaging</h1><p>Turning the mundane into something interesting is a bit of a marketing artform, but there are times when it can go too far. When messaging is too complex or convoluted, it not only loses its impact, but it’s in danger of also becoming confusing, or irrelevant. Whatever happened to “it does exactly what it says on the tin?</p><p> <time class="updated" datetime="2023-11-21T08:56:45+00:00">21st November 2023</time> - By <a href="https://www.cremarc.com/author/mattberry/" rel="author" class="fn" style="color: #fff;"> Matt Berry </a></p><div class="simplesocialbuttons simplesocial-round-btm-border simplesocialbuttons_inline simplesocialbuttons-align-left simplesocialbuttons-inline-no-animation"> <button class="simplesocial-fb-share" rel="nofollow" target="_blank" aria-label="Facebook Share" data-href="https://www.facebook.com/sharer/sharer.php?u=https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/" onclick="javascript:window.open(this.dataset.href, '', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"><span class="simplesocialtxt">Facebook </span> </button> <button class="simplesocial-twt-share" rel="nofollow" target="_blank" aria-label="Twitter Share" data-href="https://twitter.com/intent/tweet?text=Sealed+with+a+KISS+%E2%80%93+B2B+Marketing+Messaging&url=https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/&via=Cremarc" onclick="javascript:window.open(this.dataset.href, '', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"><span class="simplesocialtxt">Twitter</span> </button> <button rel="nofollow" target="_blank" class="simplesocial-linkedin-share" aria-label="LinkedIn Share" data-href="https://www.linkedin.com/sharing/share-offsite/?url=https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/" onclick="javascript:window.open(this.dataset.href, '', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"><span class="simplesocialtxt">LinkedIn</span></button> <button onclick="javascript:window.open(this.dataset.href, '_blank' );return false;" class="simplesocial-whatsapp-share" rel="nofollow" target="_blank" aria-label="WhatsApp Share" data-href="https://api.whatsapp.com/send?text=https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/"><span class="simplesocialtxt">WhatsApp</span></button> <button class="simplesocial-reddit-share" rel="nofollow" target="_blank" aria-label="Reddit Share" data-href="https://reddit.com/submit?url=https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/&title=Sealed+with+a+KISS+%E2%80%93+B2B+Marketing+Messaging" onclick="javascript:window.open(this.dataset.href, '', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;" ><span class="simplesocialtxt">Reddit</span> </button> <button class="simplesocial-msng-share" rel="nofollow" target="_blank" aria-label="Facebook Messenger Share" onclick="javascript:window.open( this.dataset.href, '_blank', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600' );return false;" data-href="http://www.facebook.com/dialog/send?app_id=891268654262273&redirect_uri=https%3A%2F%2Fwww.cremarc.com%2Fsealed-with-a-kiss-b2b-marketing-messaging%2F&link=https%3A%2F%2Fwww.cremarc.com%2Fsealed-with-a-kiss-b2b-marketing-messaging%2F&display=popup" ><span class="simplesocialtxt">Messenger</span></button> <button onclick="javascript:window.location.href = this.dataset.href;return false;" class="simplesocial-email-share" aria-label="Share through Email" rel="nofollow" target="_blank" data-href="mailto:?subject=Sealed with a KISS %E2%80%93 B2B Marketing Messaging&body=https://www.cremarc.com/sealed-with-a-kiss-b2b-marketing-messaging/"><span class="simplesocialtxt">Email</span></button></div></div></div></div><div class="padding-default bg-white" style="padding-top: 45px;"><div class="container"><div class="entry-content" style="max-width: 1000px; margin: 0 auto"><div style="margin-bottom: 25px;"> <img width="336" height="283" src="https://www.cremarc.com/wp-content/uploads/sealed-with-a-kiss.jpg" class="img-fluid wp-post-image" alt="Sealed with a KISS - keep your marketing messaging simple." decoding="async" fetchpriority="high" /></div><h2>Keep Your Marketing Messaging Simple</h2><p>Turning the mundane into something interesting is a bit of a marketing artform, but there are times when it can go too far. When messaging is too complex or convoluted, it not only loses its impact, but it’s in danger of also becoming confusing, or irrelevant. Whatever happened to “it does exactly what it says on the tin?</p><p>A while ago I stumbled upon a website where the vendor in question stated, in bold print on their homepage, that they designed, built, and installed innovative environmental control and security solutions. But what exactly was it they did? On closer inspection, they made doors. Yep, doors. It reminds me of the window cleaners that refer to themselves as “vision technicians”.</p><p>In digital marketing, the words you use to describe yourself are particularly important as they are what search engines look for. If you make office doors, say you make office doors. I can guarantee you if I was in the market for a new office door I would start by Googling (other search engines are available) “office doors”.</p><p>Here’s another example. A few years ago, I was working with a client who provided telephony solutions for businesses that ran customer contact centres. In an attempt to differentiate themselves, they wanted to start using the term “customer engagement centre”. Someone, somewhere, had decided that people don’t just contact a contact centre, they “engage” with it. The problem was, over 70% of their target audience still referred to what they did as “call centre operations” they hadn’t even fully embraced the concept of a contact centre.</p><p>There was a film back in the early 90s called crazy people, where an advertising exec asked patients in a mental health facility to come up with advertising slogans. The result was some refreshingly honest catchphrases, like Volvo: they’re boxy but good. Granted, most of them wouldn’t pass the censors nowadays, but the principle is still sound.</p><p>When <a href="https://www.cremarc.com/b2b-marketing-services/b2b-content-marketing-services">developing B2B messaging</a>, it’s essential that you use the language of the customer. That means understanding the challenges your customers are facing and using plain-speaking English to communicate how your product or service solves the problem.</p><p>In the final analysis, grand statements about how your product or service will “transform, revolutionize or inspire” don’t really mean anything if they can’t be backed up with substantive evidence.</p><p>Keeping it simple, stupid, is a mantra that was first adopted in product design, but the principle is still relevant for marketers today. No matter how complex your solution, you need to be able to put it into language that all members of the buying committee can understand. Of course, one size doesn’t fit all here, because the problem you are solving is different, depending on the stakeholder.</p><p>Start with one unifying principle and map the nuance of your messaging to suit the needs of your audience. If you’re addressing the finance team, talk money. If you’re addressing the operations team, talk about performance, if you’re addressing users, talk about usability.</p><p>If you want to seal the deal, keep the message simple and tailor it to the specific needs of your target personae.</p></div><footer></footer><section id="comments" class="comments"></section></div></div></article></main></div></div><footer class="content-info"><div class="container"><div class="row d-flex text-center justify-content-center mb-5"><div class="col-md-8"><h2 class="sub-heading">Let’s talk</h2><p>Have something on your mind that you’d like to chat about? 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