How to craft messaging and copy for AI-powered B2B software
If you work at a B2B software company, there’s a good chance you’re currently in the process of launching AI features - if you haven’t already.
With hundreds of billions being poured into developing AI at big tech companies and startups alike, it might seem self-evident that businesses will fall over themselves to buy AI-powered solutions and benefit from significant productivity gains.
Undoubtedly, AI’s capabilities are evolving fast and will be central to B2B software going forward. But are software buyers as eager to embrace AI as tech companies might assume?
As it turns out, research shows that they aren’t quite as bullish about AI as the VC and startup world.
In this article, I’ll summarise what recent research says about what B2B software buyers think about AI, and explain how to speak to an audience that may still require some persuading.
B2B software buyers see the potential of AI - but they have some reservations
Recent research shows that most purchasers of B2B software see the benefits that AI can bring to their company. Even these pro-AI buyers often still have some reservations, however, while a large minority are convinced at all.
Ipsos research found that 59% of software decision-makers believe software that contains AI is better than software without it, while 54% want more AI in their software. This is encouraging for AI-powered software vendors, but it also highlights that there’s a sizable percentage of buyers who don’t want to see more AI integrated into their software.
In a similar vein, Workday research shows that while 62% of business leaders welcome AI. However, they feel uncertain about where and how to implement it, with 72% saying that their organisation doesn’t yet have the skills to implement AI fully.
So overall, while these statistics indicate that while there is some enthusiasm for AI among software buyers, the levels of hype that we see in the tech world aren’t in evidence. This greater scepticism needs to be taken into account when formulating messaging for AI-powered software, with marketers needing to address both the excitement and the concerns of potential buyers.
AI-washing will make people more cynical
The significant advances that we’ve seen in AI over the past couple of years have unfortunately led to some companies exploiting the hype and engaging in ‘AI-washing’. This can range from exaggerating AI capabilities to making claims that are completely fraudulent.
This has led to regulators like the Federal Trade Commission (FTC) indicating that they will crack down on AI-washing, and several lawsuits have already been instigated. B2B software marketers need to be careful, then, not to overhype what their AI-powered features can deliver, or else risk regulatory scrutiny and losing customer trust.
Ethical marketers who are straightforward about what their solutions can achieve will still need to bear in mind that AI-washing is probably already leading to greater cynicism among their target audience.
This scepticism will no doubt be made worse by the phenomenon of B2C brands trying to cram AI into everything from coffee machines to dating apps, which is already proving to be a turn-off for many consumers. I predict that this weariness with the constant talk of AI will filter through into the B2B sphere.
B2B software marketers can’t assume, then, that simply mentioning that your product uses AI - without a persuasive explanation of what benefits the user will get - will work. There’s just too much noise out there, and not enough unbridled enthusiasm for AI.
So let’s take a look at what effective messaging for an AI-powered solution involves.
Messaging for AI-powered software: focus on the benefits
To create persuasive messaging and content for AI-powered software, marketers need to focus clearly on the value it will bring.
In essence, they need to follow the classic advice to focus on benefits, not features as well as my best practices for clear writing. This means:
Dropping the fluff and buzzwords, and explaining in clear, simple terms what the AI features do and the value they bring.
What to say: “Our AI-powered tool finds patterns in your sales data, helping you to identify trends and form more effective sales strategies".
What not to say: "Leverage our cutting-edge AI capabilities to revolutionise your sales data insights!"
Focusing on precisely how the solution boosts productivity, reduces manual work, or improves decision-making.
What to say "With our AI assistant, your team can reduce the time spent on data entry by 40%, allowing them to focus on more strategic tasks”.
What not to say: “Maximise productivity and efficiency with our state-of-the-art AI solutions."
Making it easy to understand how users can use the AI features. If they can be easily rolled out and used without the need for extensive training, this should be emphasised, as implementation is a key pain point for business leaders (as mentioned above).
What to say: "Simply upload your documents, and our AI tool will categorise and store them automatically. No additional setup required".
What not to say: "Harness the power of AI with our seamless integration and intuitive interface designed for maximum efficiency."
Overall, when crafting your messaging, it’s essential to put yourself in the buyer’s shoes. Understand their challenges and show how your AI solution can address them, without descending into waffle or jargon.
Successful messaging also requires rigorous audience research and well-defined buyer personas. Experienced marketers will know this, but defining the target customer can take startups some time to figure out. If you haven’t worked this out yet, don’t be fooled into thinking that AI features will sell themselves without clearly targeted messaging.
How I can help with your messaging and content marketing
If you need someone to help you refine your messaging and create high-quality content for your AI-powered software, we should talk.
I’m a content strategist and writer who helps B2B software scaleups to clearly and effectively communicate about their solutions, building brand authority and generating leads.
You can learn more about my approach here, and reach out to enquire about my availability here.