Are B2B SaaS marketers getting it wrong?

Konrad Sanders Contributor

Konrad Sanders is founder, CEO, and content strategist at The Creative Copywriter, a tech-specialist copywriting and content agency.

Which terms come to mind when you think about SaaS?

“Solutions,” “cutting-edge,” “scalable” and “innovative” are just a sample of the overused jargon lurking around every corner of the techverse, with SaaS marketers the world over seemingly singing from the same hymn book.

Sadly for them, new research has proven that such jargon-heavy copy — along with unclear features and benefits — is deterring customers and cutting down conversions. Around 57% of users want to see improvements in the clarity and navigation of websites, suggesting that techspeak and unnecessarily complex UX are turning customers away at the door, according to The SaaS Engine.

That’s not to say SaaS marketers aren’t trying: Seventy percent of those surveyed have been making big adjustments to their websites, and 33% have updated their content. So how and why are they missing the mark?

They say there’s no bigger slave to fashion than someone determined to avoid it, and SaaS marketing is no different. To truly stand out, you need to do thorough competitor analysis.

There are three common blunders that most SaaS marketers make time and again when it comes to clarity and high-converting content:

1. Not differentiating from competitors.
2. Not humanizing “tech talk.”
3. Not tuning their messaging to prospects’ stage of awareness at the appropriate stage of the funnel.

We’re going to unpack what the research suggests and the steps you can take to avoid these common pitfalls.

Blending into the competition

It’s a jungle out there. But while camouflage might be key to surviving in the wild, in the crowded SaaS marketplace, it’s all about standing out. Let’s be honest: How many SaaS homepages have you visited that look the same? How many times have you read about “innovative tech-driven solutions that will revolutionize your workflow”?

The research has found that of those using SaaS at work, 76% are now on more platforms or using existing ones more intensively than last year. And as always, with increased demand comes a boom in competition, so it’s never been more important to stand out. Rather than imitating the same old phrases and copy your competitors are using, it’s time to reach your audience with originality, empathy and striking clarity.

But how do you do that?

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