B2B Translation Services Needed

After reading the fact sheet on a client’s new product for the third time earlier this morning, I threw my hands in the air.

I had no idea what they were talking about.

The document was full of every conceivable buzzword, from deployment and integration to a half-dozen technologies and smart this-or-thats, along with a few very impressive acronyms. All I could gather was that they were going to leverage something important that related to something that was also important.

I needed a translator.

It wasn’t an uncommon feeling (me with my hands in the air, that is); my firm specializes in helping B2B companies take their messaging to broader audiences, and our experiences are constant reminders of why that communication doesn’t just happen by itself.

B2B marcom is usually directed at informed audiences of engineers, technologists, and the procurement people who trade in the widgets, gizmos, and basic resources upon which modern civilization is built and relies.

References to stalagmite infusion and flux capacitors have inherent meaning to the select few who know of what they reference, but mentions of real-world trends and implications are almost perfunctory because those audiences already know it (duh). No explanations of how the former connect to the latter are required when the audience already knows them.

No wonder everyone else thinks lone entrepreneurs and tech startups are going to reinvent…