[pillowkusis]

Some other reasons why B2B sites are incomprehensible, along with “get them on the phone at all costs”:

- What you do is totally opaque and requires a massive amount of context to explain. Yes, it’s 5 sentences, but only after both you and the user are in the same context trying to solve the same problem. Try to explain a randomly-selected B2B company’s model to your grandma. Impossible. Instead let’s focus on company branding and positive sounding platitudes.

- Once you’re selling to businesses, you’re selling to VPs and C-level executives. They don’t care about the problem you solve. You're solving some lower-level employee’s problem, or a systemic problem nobody experiences directly. Since the buyer (the VP) isn’t feeling any of the pain, the only way to justify the purchase is to focus exclusively on the high-level benefits of your service. They’re in charge of marketing. promise them perfect marketing. They’re in sales. Promise them better sales. Focus on the outcomes, not the “how”, at all costs.

- A lesser factor might be that companies love to align workers with an affirmation that the work these employees do 40+ hours a week is making the world better. B2B organizations have an especially hard time proving this because there’s no clear evidence their business does make the world better. No consumers who sing your praises or products that solve a problem the worker can empathize with. I suspect the large amount of mental gymnastics needed to justify “our company is a net good in the world” sometimes leaks into to marketing material which leads to weird-sounding empty affirmations that are more suited to internal employee “values” documents than actual marketing content. (“We make people’s lives easier”, for instance.)