Simplifying the Complex: Lessons from a B2B Tech Nerd  

While I have been working in the industry for more than a decade now, I’ll confess: I didn’t immediately warm to the world of B2B tech. At first, it seemed complex and unrelatable - full of jargon, abstract concepts and solutions for problems I’d never even heard of. 

That all changed the day I joined a call with a cyber security leader ten years ago. Instead of bombarding me with acronyms and technical detail, he broke it down, showing why it should matter to me. He even introduced me to the realities of the dark net, something I hadn’t realised was so relevant, or even real - suddenly the tech wasn’t just understandable; it was fascinating.

That one conversation was all it took. I found myself hooked on the challenge and importance of the industry. Fast-forward to today, and I’m genuinely passionate about cyber security and haven’t looked back. Well, I wish I had started a simple playbook to help others realise how rewarding and relatable B2B tech comms can be - for now, this blog will have to do.

The Art of B2B Tech Storytelling

Even after all this time, when I start working with a new brand or an unfamiliar technology, I always go back to basics. This is how I visualise it - if you think of B2B tech comms as a car, there are four wheels that need to function properly - If any wheel is flat, you won’t get far.

1) Understand the Business Model by:

• Investing your time in understanding what the business provides - platform, product, service, or a mix? 
• Clarifying the USP and outcomes - the tangible impact: time saved, risk reduced, revenue unlocked.
• Using AI to summarise dense docs and translate jargon, reading the “for dummies” explainer, watching a product video - visualising the tech helps, skimming two customer case studies.

You don’t need to be an engineer, but you do need to know what the technology does, for whom, and why it matters now.

2) Map the Target Audience with Intent

It is crucial to understand your target audience. Each solution is built for specific roles and industries, not the masses. For example, the requirements of the leadership team and the developers would be different:

• Leadership lens -  They care about growth, innovation, risk, compliance and cost. Deliver macro narratives and proof of business impact.
• Builder lens -  Developers and architects want time, tools and autonomy. Show how your solution removes toil and accelerates delivery.

3) Conduct Thorough Research on the right medium...

...to get your message across to the target audience. It could be a mix of media and formats - nationals for agenda‑setting and awareness , trades for depth. channel and vertical press for buying context via briefings, op‑eds, commentaries and customer stories.

4) Build domain knowledge as a weekly habit by:

• Tracking industry news and competitors. Note launches, angles that landed, and gaps you can fill.
• Following  analysts, listen to podcasts, attend webinars, read market reports and whitepapers not just data but for new ideas and story angles
• Using  LinkedIn intentionally. Follow brands, journalists and SMEs. Many founders share raw insight there.

Once the basics are covered, you are more confident to lead or participate in client discussions - whether it is your comms lead itself or any SME including the CEO. To be better prepared for these meetings, ask for an agenda and the attendees. For example, last year, a client asked me for a CEO briefing on an unfamiliar technology. I felt that familiar anxious feeling: acronyms, integrations, compliance. I did 30 minutes of focused prep, and walked in with one clear insight, one suggested angle, and a couple of talking points for the briefing. It was a great discussion, not because I’d become a domain expert overnight, but because I’d done my homework.

Working with the journalists: meet them where they are

Once you’ve identified the right mediums and publications, it is imperative to research about the journalists. In addition to understanding what they cover and their interests - it’s worth understanding if they are new to deep tech or well-versed. That shapes the media approach and story angles. The below approaches have worked well for me:

• Coffee chats - Informal, agenda‑light conversations build rapport and calibrate depth.
• Joint catch‑up - Bring your client comms to align expectations and access.
• Non‑agenda SME sessions - Offer a background briefing with a SME for key outlets.

The last piece of the puzzle is making your story relevant to the reader - below are five ways to make complex deep tech relatable:

1. Simplify the messaging - Break down complex information into simple, concise messaging and focus on how your technology directly benefits the user.
2. Customer success stories - Share real-world examples of how businesses have successfully implemented your technology to solve specific problems.
3. Humanise the tech -  Focus on the people behind the technology including the developers, engineers, and business strategists who create and support the solutions.
4. Visualise the story - Use infographics, animations, and videos to simplify complex concepts. Visual aids can make technical information more digestible and engaging.
5. Use everyday analogies and metaphors to explain complex ideas.

Personally, I believe B2B tech comms is a great opportunity to grow fast, learn from the sharpest minds, and help shape the future of business. You can craft the stories that drive real change and innovation by transforming the complex tech into valued content. The stories are interesting, the challenges are fresh and evolving, and the wins are deeply satisfying.