Less really is more

“The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”

Hans Hofmann

In the complex world of B2B marketing, there’s a common misconception that complexity equals sophistication. We often believe that intricate products and services demand equally deep messaging and ornate visuals. But this approach often backfires, leaving audiences confused and disengaged.

Sorry. Let’s try that intro again. But in simple terms

In B2B marketing, people often think complex means better. They believe if a product is hard to explain, the message and design should be just as detailed. But this can cause problems. It’ll leave the audience confused and disinterested.

That feels better, no?

The simple truth

Simplicity is a superpower. It helps your message stand out and speak to busy people. Our attention spans are short, and most people need to understand your message fast. If they don’t, they’ll move on and never really get what you’re offering.

Think about your own life. Have you ever been put off by a hectic website, a hard-to-understand product, or a confusing service? It’s quite common. If information is like smog, then clarity is the fresh air we need.

The power of simple

Simplicity isn’t about making things silly or basic. It’s about sharing ideas in a clear, short, and interesting way. It shows you respect your audience’s time and smarts.

A study by Forrester found that 59% of B2B buyers look for information online instead of talking to a sales rep. So, your marketing must be effortless to understand.

Take this digital campaign for leading UK InsurTech provider, WTW Affinity. Complex topic. Single-minded focus. Crystal-clear execution.

Here are a few simple ways to embrace simplicity in your B2B marketing:

Know your key message: Boil your brand down to its core value. What problem do you solve that others don’t? What makes you different? Once you know your key message, stay focused on it

Speak human, not corporate: Don’t use jargon or tech terms. Your audience might not understand and could lose interest fast. If that happens, they may not come back.

Audience first, and always: Focus on what your audience wants to hear, not just what you want to say. Ask yourself, “Why would they care?”

Embrace storytelling: Stories help people feel something. They make your brand more real. People remember stories more than boring facts.

Visually simplify: Use clean, clear design. Pick images and layouts that share your message fast and with impact.

Give everything the ‘KISS’ of simplicity

If you believe in simplicity, you’re part of a smaller group in B2B marketing. And that’s a good thing. It gives your brand the chance to stand out and be more memorable.

By keeping your message simple, you can show the true strength of your brand and build long-term success.

That’s it. Simple, really.