In the realm of B2B marketing, a subtle but pervasive problem looms—ironically, one of the industry’s own creation. Clarity and meaning have become casualties in an ongoing war of words that often serve little purpose beyond filling content quotas or satisfying superficial engagement metrics.
As marketing professionals, we pride ourselves on our ability to craft compelling narratives, to turn the mundane into the extraordinary, yet in this endeavor we’ve inadvertently forged our own Achilles heel: an over-reliance on jargon and buzzwords that, rather than clarify, obscure our vision and deem our messaging virtually meaningless. It costs us our customers and, ultimately, our bottom line.
This phenomenon isn’t merely a linguistic misstep. It represents a fundamental disconnect in how we communicate with audiences. In our quest for uniqueness and authority, we’ve encased our messages in layers of industry-specific vernacular, creating a barrier that only the initiated can penetrate. These words, while intended to showcase expertise and insight, often do the opposite, alienating the very customers we aim to engage.
For executives, and particularly CMOs, this presents a unique challenge: How do we reconcile the need for specialized language with the imperative of deeper meaning and understanding?
Wrong words have consequences
Language can be complex or incredibly simple. Whatever language we choose, it wields immense power, shaping not only our brand’s perception but also its relationships and customer engagement.
Our industry has known this for a long time. In 2013, a McKinsey study provided insight into this phenomenon, revealing a stark disconnect between the core messages B2B companies emphasize and the attributes customers truly value. Often, companies get wrapped up in buzzwords like “innovation” and “global reach,” while customers prioritize practical aspects such as supply chain efficiency and specialist knowledge.
This misalignment, born out of a jargon-heavy approach, leads to a weakened perception of the brand as value propositions become shrouded in opaque language.
In addition, a survey by Bospar and Propeller Insights reveals how jargon not only dilutes the clarity of communication but actively erodes trust and credibility. An overwhelming 88% of B2B decision-makers agreed that marketing clichés and overused buzzwords diminish a company’s credibility. Words like “disruptive” and “world-class,” intended to impress, often end up creating an impression of insincerity, which alienates potential customers and diminishes the genuine connection that effective communication can foster.
