Comments on: Confusing Jargon And The Branding Challenges Of B2B Companies https://marxcommunications.com/confusing-jargon-and-the-branding-challenges-of-b2b-companies/ Fri, 06 Sep 2013 17:52:51 +0000 hourly 1 http://wordpress.org/?v=3.5.1 By: Wendy Marx https://marxcommunications.com/confusing-jargon-and-the-branding-challenges-of-b2b-companies/comment-page-1/#comment-85353 Wendy Marx Wed, 03 Apr 2013 12:14:27 +0000 https://marxcommunications.com/?p=1367#comment-85353 Glad you enjoyed it, Joe!

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By: Wendy Marx https://marxcommunications.com/confusing-jargon-and-the-branding-challenges-of-b2b-companies/comment-page-1/#comment-85352 Wendy Marx Wed, 03 Apr 2013 12:09:29 +0000 https://marxcommunications.com/?p=1367#comment-85352 Glad you enjoyed it Penny and glad to hear of your persuasive skills getting techies to make their copy more understandable.

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By: Penny Haywood Calder https://marxcommunications.com/confusing-jargon-and-the-branding-challenges-of-b2b-companies/comment-page-1/#comment-85351 Penny Haywood Calder Tue, 02 Apr 2013 18:10:25 +0000 https://marxcommunications.com/?p=1367#comment-85351 Spot on Wendy! I once had a tech client with a website full of gibberish. When I sought clarity on the benefits to the buyers, I was told, their equivalents in the buyer companies expected this jargon – and lots of it.
I pointed out that the ones who spoke tech were probably not the ones signing off the checks: they were vulnerable to a bean-counter at board level asking: what are we buying? If they were fobbed off by this guff, it would be an emperor’s clothes moment, and one that was unlikely to bode well for the client relationship in the long term. All for the want of a good clear overview in layman’s terms. I suggested layering the information so the tech specs were included, but a click or two down from the top level on the home page.
I pointed out that even engineers with the same degrees specialized and were unlikely to admit they didn’t fully understand all the terminology in what was a very narrow specialism.
They didn’t buy that at first but came back later and really applied their first class minds on clarity, so something must have sparked them off. I was too polite to ask!

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By: Joe Stamler https://marxcommunications.com/confusing-jargon-and-the-branding-challenges-of-b2b-companies/comment-page-1/#comment-85350 Joe Stamler Tue, 02 Apr 2013 17:13:49 +0000 https://marxcommunications.com/?p=1367#comment-85350 Kudos on a good piece, Wendy. I got a real chuckle out of “Build, Run, Measure and optimze retargeting-driven display campaigns from a single platform”! And I’m glad you didn’t include McDonald’s “I’m lovin’ it” in your list of memorable slogans!
–JOE STAMLER

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