5 B2B Technology Marketing Clichés to Avoid

B2B technology marketing often falls into the trap of using clichéd phrases and buzzwords that have become all too common. Using these overused and over-hyped phrases not only makes your messaging unoriginal, but it can also detract from your core value proposition and make it harder for potential customers to understand the value you bring.

Here are my top 5 offenders when it comes to B2B technology marketing cliches that you should avoid:

"Disruptive"

This phrase has been overused to the point where it has lost its original meaning and its impact. Every new technology wants to be seen as disruptive, but it's important to understand that true disruption is rare and not all technology is designed to change the world. Instead of using this clichéd phrase, focus on the specific benefits your technology provides and how it solves real-world problems for your customers.

"Game-Changer"

Just like 'disruptive technology', the phrase 'game-changer' has become so overused that it no longer makes a product stand out. Every new technology wants to be seen as a game-changer, but it's important to understand that not every technology will change the game in any sort of meaningful way. Instead of using this cliché, focus on the ways your technology will impact your target audience in ways others don't, how it differentiates your offering from the competition and the actual pain points it eases for users.

"Innovative"

'Innovative' is often used to describe new B2B technology, but it's important to understand that true innovations are rare and are ahead of their time. Most technology is not actually that innovative in the context of the wider market. Ask yourself, is your latest tech just new and improved rather than truly innovative? Focus on specific use cases in your marketing that bring to life the improvements you've made and talk about the real-world problems these improvements solve for customers.

"Cutting-Edge"

The phrase 'cutting-edge' is another term that often creeps into press releases and product pages, but it's important to understand that what was considered cutting-edge when you launched, may not be today. To be truly cutting-edge, your technology should offer something truly exceptional and unparalleled in the world today.

"State-of-the-Art"

'State-of-the-art' is commonly used to describe products that are not quite the 'best-in-class' (another awful cliché to avoid) but are simply good. Instead of hitting the thesaurus for a wider repertoire of adjectives, focus on building solid and compelling messaging and positioning that sets your products, your brand and your company apart from the competition. 

Doing this will build a stronger brand, an impactful value proposition and will be built on a foundation of relatable and compelling use case which your target audiences instantly recognise and connect with.