B2B marketers (especially those with PLG products) need to STOP hanging out with B2B marketers ❌ and start making friends with B2C ✅

Things I hear over and over in B2B:

(1) "Don't show the product — nobody cares about that"

(2) "You need to lead with ROI to get the CFO on board"

(3) "People don't want a 1/4" drill — they want a quarter inch hole"

And on and on and on the bad advice goes...

Here's the issue with all this advice:

❌ People don't actually shop for "increase revenue by 25%"

→ People shop for PRODUCTS.

→ Which means they want to SEE THE PRODUCT.

→ And UNDERSTAND THE PRODUCT.

→ Which means SHOWING THE PRODUCT.

→ Explaining HOW THE PRODUCT WORKS.

Just because you're selling SOFTWARE doesn't mean that all pre-software marketing advice goes out the window!

Imagine if the Apple Vision Pro announcement video was just a list of ROI numbers:

😭 "Increase your TV watching happiness quotient by 50%!"

😭 "Decrease your boredom levels by 76%!"

To quote

Matthew Reeves

...

"Somehow, the classic advice of 'have a benefit for each feature' has morphed into 'sell the benefit' to 'lead only with a benefit.' It's made website messaging 100x more confusing than it needs to be."