From Feature List to Brand: Make Your B2B Software Company Successful

I have a feeling…

Your B2B software company could be more successful. Sounds harsh? Let me explain: Even after a closer look, what your company offers is often unclear. The product descriptions? Too abstract and lacking that certain spark—the kind that excites or creates an “aha!” moment.

 

From Auto-Trump Card Syndrome to Customer Delight

Previously, you could rely on a list of superior features—like playing a game of car trump cards. You’d win the round if your car had more horsepower or a longer body.

Today, the B2B area requires a different approach. For instance, say you sell a payment solution that helps online retailers reduce transaction costs. Instead of focusing on the technical specs, you could share a story about how your solution helped an online shop cut transaction costs by 20% while boosting customer retention through fast and secure payment processing. This is an excellent example of implementing the following communication strategies in practice.

 

Three Simple Steps for Effective Communication

To truly captivate your customers, you need a clear and compelling message. Here are a few tips to achieve that:

 

Forget the Features (At Least for Now)

Start with the unique value your software solution provides. For example, if you offer a payment solution, instead of saying, “Our payment solution expands your payment mix by adding alternative and international payment methods,” you could craft an overarching message or tagline like: “Pay the way your customers want to.”

 

Communicate Clearly and Simply

Frame your messaging to resonate with a need immediately. Continuing with the payment solution example, one of your messages could be: “Increase customer satisfaction and boost profitability! Reduce cart abandonment by offering preferred payment options, and benefit from our payment mix with maximum conversion rates and fair fees.”

 

Bring in the Experts

If marketing and positioning aren’t your strengths, don’t hesitate to involve professionals. An expert perspective can help make even complex software products accessible and appealing to your target audience.

 

Time for a Strategy Shift?

Is your company already set up to delight your e-commerce customers, or are you still stuck listing technical details? A minor adjustment in your communication can make a big difference.

Contact us now and start your transformation from a feature list to a brand.

 

We're excited to start a conversation with you!

The Author

Arne Vogt is a passionate business development consultant, rock musician and founder of ARTAVO. While studying economics in the 1990s, he started his own business as a sales promoter in the electronics retail sector and subsequently worked for several hardware and software companies such as Canon, ePages and Klarna.

Since 2011, he has been working with ARTAVO to support innovative software companies and payment solution providers in e-commerce in scaling their business models.

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