Five ways to turn your B2B tech product into a story that actually lands

By Alex Miarli:

There’s always a story to be told.

But in B2B tech, it’s often buried under layers of acronyms, AI hype and internal excitement about the latest release. Hey, we get it, it’s exciting! You’ve spent years developing your product. The tech is brilliant. The use cases are solid. But when it’s time to go to market and actually tell the story?

Silence

It’s something most B2B tech companies struggle with. It’s not that the product isn’t impressive, it’s that the story hasn’t surfaced yet. The challenge isn’t having a great product. It’s knowing how to tell the story in a way that lands with real people. Customers, journalists, investors – the people who matter.

So, let’s jump right into how you can turn your product into a story that makes sense, cuts through the noise and drives results.

1. Make the customer the hero

Believe it or not, having the press release read like a product manual isn’t the right way to go. Neither is having a case study that’s really just a feature list of the product in disguise.

The hard truth is, no one wants to hear about your tech for the sake of it. Customers want to hear about how it solves a problem they actually care about. That’s why the best stories don’t start with a product, they start with your customer.

Make them the hero. What were they up against? What goal were they chasing? What change did they need to make? Then show how your product helped them get there. It’s about positioning your solution as the sidekick, not the star. They’re Batman, you’re Robin.

2. Lead with the stakes

Humour me here, but if you’ve seen the TV show Andor, then you’ve arguably seen the best-written TV show of the year. But what made Andor so compelling? It wasn’t the set pieces or the worldbuilding. It was the stakes.

Nobody’s waking up at 3am, worrying about your dashboard UX or the latency of your fraud model. They’re worried about revenue loss. Customer trust. Risk to reputation. This is what’s at stake for your audience.

That’s where your story starts. And your product is the solution – the Death Star plans, per se – and the thing that helps your customers survive, thrive or solve a problem when the pressure’s on.

If you're selling fraud solutions, the story isn’t about your “AI-powered real-time payment screening,” it’s “How customers stopped £3 million in chargebacks – and how you can too.” Lead with tension, the stakes, the outcomes and then, once your audience cares, you can talk about how your product works.

Poster for the critically acclaimed series, Andor. Image credit: Disney

3. Avoid using jargon, always

A common issue we see in the B2B tech world is the sea of jargon it drowns itself in. “Leveraging an ideation,” or “Enterprise-grade tech,” and even “Unique, unified solution.”

These phrases don’t make you sound smart. They make you sound like everyone else in the B2B tech space. More often than not, it will isolate you from your target audience.

The best stories speak like a human, not a manual. That doesn’t mean dumbing it down; it means making it make sense. Listen to how your customers talk about their challenges. Read LinkedIn posts. Sit in on sales calls. Pay attention to the words they use, the tone they strike and the questions they ask.

Then use that in your comms.

4. Make it timely

Even the best stories need the right moment.

Whether it’s tying your product to a new regulation, a breaking news cycle or a shift in market trends, timeliness adds relevance. And relevance can get results.

That doesn’t mean jumping on every trend for the sake of it (please don’t do that). It means being aware of what your audience is thinking about right now, and then showing how your product or insight fits into that conversation.

Stay plugged in, and your story will have a better shot at landing where it matters.

5. Keep it simple

And last but definitely not least. Keep. It. Simple.

Because simplicity is often the difference between a message that cuts through and one that gets buried in someone’s inbox. Sure, it’s tempting to say everything. In fact, it’s often easier to just explain all the features at once. But more words don’t equal more clarity.

Think of it this way, you’re always going to be busy. And so is your audience. They don’t want to work hard to figure out what you’re saying. So don’t make them. Say one thing clearly, and say it well.

Story first, tech second

At the end of the day, great storytelling isn’t about dumbing down your product, it’s about elevating it. More importantly, it’s about showing the real-world problems it solves, the people it helps and the outcomes it delivers.

When you get that right, the product then resonates with your audience. It earns the attention you’re looking for. And in B2B tech, that’s how you win hearts and headlines. You just need a clear story worth telling.

Get in touch if you’d like to know how we could help you.