3 Game-Changing Lessons for B2B · Copywriting Launchpad

3 Game-Changing Lessons for B2B

it’s been ages guys! Popping over the 3 massive corporate B2B marketing lessons I learned from June + July after interviewing 5+ of my MSP’s clients to hopefully save you from the same pitfalls I’ve gone down…

Delete your “marketing fluff”. This might seem controversial but genuinely I’ve bathed in this mistake for a very long time and it’s crippled my copy. Superfluous words like the following should be DELETED from your B2B copy (they are making your copy stink):

1. "Streamlined operations"

2. "Leveraged synergies"

3. "Drove efficiencies"

4. "Enabled scalability"

5. "Optimised workflows"

6. "Delivered value"

7. "Empowered teams"

8. "Accelerated growth"

9. "Transformed the business"

10. "Best-in-class solution"

11. "Seamless integration"

12. "Robust framework"

13. "Future-proofed infrastructure"

14. "Strategic alignment"

15. "Unlocked potential”

“Seamless design”

17. “Automated workflow”

(Yes the list stops at 17 as that’s all I can pin down from the top of my head but I hope you get the point)

You are not in DTC Kansas anymore. B2B Sales processes drive B2B Marketing. This means that when either pitching yourself or writing copy for a B2B client you need to understand the B2B sales process behind how your offer is actually processed. This goes for any B2B marketing. For example you will usually have 3 tiers to how descisions are made:

1., 1st Tier is a champion. A champion is someone who sees your offer and STEPS UP to the blockers / gatekeepers getting a decision or deal approved.

2., 2nd Tier: The main blocker to deals and payment is the CFO for B2B. So for example when you want to write a compelling proposal or just pitching yourself and your services, use financial justification that FOCUSES on the metrics the specific financial decision-maker you are speaking to actually cares about. Research the sector- each sector has different ways of making business purchasing descisions.

3.,3rd Tier. This is gold. And for any B2B email marketers… (I picked this up from an interview with a Founder of a Defense Technology startup- super cool guy btw) Essentially all descisions route around the existing STRATEGIC SETUP and MARTECH (marketing tech) of a business… so I’m talking everything from how they manage their payment systems to their CRM and ESP choices + Software for operational management… if YOU can show that YOU know and respect your clients pre-existing builds and investments and that you provide little friction working with and only upsides you will be a very special marketer.

3. Interview your B2B clients. Or your clients clients. I CANNOT stress this enough. I did a podcast with a phenomenal B2B SaaS landing page copywriter called Alex Napier Holland and he lives by the phrase “if you are not willing to interview your clients’ clients to write better copy… you should not be a copywriter”. Harsh but true. The best copy is just putting together research. Yes that means Reddit deep dives with AI but it also means getting your hands dirty to look for gold in real interviews.