Making B2B Tech Messaging Human: Insights from Messaging Expert Emma Stratton

The Evolution of a Tech Messaging Expert

Emma Stratton's journey into B2B tech messaging began with a deep-rooted passion for writing. Starting her career as a journalist and travel writer, she eventually transitioned into consumer branding, crafting copy for European consumer goods. Her pivotal moment came when she moved to the United States and began working with B2B tech clients.

"When I first encountered enterprise tech messaging, I was completely bewildered," Stratton recalls. "The language was impenetrable, and even the CMOs admitted people struggled to understand their message." This revelation sparked her mission to humanize tech communication, leading to the founding of Punch It in 2016.

The Art and Science of Clear Positioning

Cross-Functional Alignment: The Foundation of Effective Messaging

Stratton's approach to creating clear positioning revolves around three key perspectives:

1. Internal perspective: Understanding what makes the company unique

2. Competitive analysis: Identifying market opportunities and positioning

3. Customer insights: Learning how customers perceive and talk about the product

"The real challenge isn't just crafting the message—it's getting people to align and agree," Stratton emphasizes. She brings together cross-functional teams for collaborative sessions, ensuring all stakeholders contribute to and support the final messaging strategy.

Managing Stakeholder Dynamics

One of the most challenging aspects of messaging development is managing different stakeholders' perspectives, particularly when dealing with resistant leadership. Stratton shares a revealing case study about an Australian company where the CEO suddenly became hesitant about implementing agreed-upon changes.

"Fear drives many messaging decisions," Stratton observes. "Leaders often make decisions from a place of anxiety rather than confidence in their product's value." Her approach involves identifying the underlying concerns and addressing them directly, often leveraging the expertise of other key stakeholders to provide reassurance.

Common Messaging Pitfalls

The Technical-Value Spectrum

Companies typically fall into one of two extremes:

1. Over-technical: Focusing too heavily on technical specifications and complex explanations

2. Overly abstract: Using vague value statements like "increase revenue" or "grow your business"

The sweet spot lies in finding the middle ground—combining concrete technical value with clear, accessible language.

Customer Understanding Gap

Many companies struggle with:

• Limited customer interaction

• Asking leading questions that confirm existing biases

• Not diving deep enough into customer needs and perspectives

The One-Message Principle

When companies have multiple value propositions, Stratton advocates for focusing on a single, powerful message. "If you throw four things at them, people won't remember any of them," she explains. The primary value proposition serves as the hook, with additional benefits introduced strategically in later communications.

Making B2B Messaging More Human

Breaking Down the Professional Facade

Stratton's controversial stance challenges the standard B2B approach: "B2B messaging is too sanitized and safe." She advocates for more authentic, direct communication that addresses real problems in relatable terms.

Case Study: Customer Data Platform

To illustrate this point, Stratton shares a transformation story:

• Original message: "Enhance departmental alignment"

• Transformed message: "Finally get everyone chasing the same metric"

The revised version speaks directly to the frustration and challenges faced by heads of customer experience, making an immediate emotional connection.

Best Practices for Improving Your Messaging

Start with Customer Conversations

For companies looking to improve their messaging, Stratton recommends:

• Conducting in-depth customer interviews

• Recording and analyzing customer language

• Using actual customer terminology in messaging

• Testing messages with target audiences

Focus on A+ Customers

Stratton emphasizes the importance of identifying and targeting ideal customers:

• Analyze current customer base for best-fit clients

• Understand what makes top customers different

• Craft messaging that resonates with ideal customer profiles

• Don't fear narrowing your focus—strong positioning often attracts adjacent markets

Conclusion

Effective B2B tech messaging requires a delicate balance of strategy and creativity, paired with the courage to break free from industry conventions. By focusing on clarity, authenticity, and customer understanding, companies can create messages that not only communicate value but genuinely connect with their audience.