Like the heel for Achilles or kryptonite for Superman, tech and B2B marketers must contend with an existential weakness: complexity. It gums up the works, sows doubt and generally stops decision making in its tracks.

But there is a remedy: simplicity. Below, see some of the challenges of complexity and how you can overcome them.

Ways that complexity may be bringing you down

	Complex products and product mix People don’t buy what they don’t understand. Multiply tech’s inherent complexity across a diverse portfolio of products and the result is often confusion. Squared.
	Complex teams You’re not selling to an individual anymore. You’re selling to a small army (aka, the B2B buying team), each of whom has their own agenda.
	Complex purchase decisions Forget the funnel. The purchase journey today isn’t a straight line – more like a bowl of spaghetti with buyers zigzagging between sources of information and stages of readiness.
	Complex marketing tools and tactics With so many tools available now, we should all be reaching the right target at the right time with the right message… right? Instead, we often see companies committing random acts of marketing they later need to rationalize.
	Complex segmentation Reaching out to early adopters? Bandwagon buyers? Technology laggards? The benefits that appeal to them and how they buy can be vastly different.

What simplicity can do for you

	Transform complexity into clarity Think like a sculptor, chiseling away at the extraneous to reveal the essence of your brand, what differentiates it and what resonates most about it.
	Align action through simple frameworks To get marketing teams across business units, geographies and channels on the same page, give them a “plan on a page.” This works great with messaging, comms plans or content strategies to show how all the parts work together.
	Reinvent the user experience Whether it’s a streamlined website or easy-to-navigate platform, simplicity can turn the purchase process from an endless loop of exploration into a decision to buy now.
	Help you take the lead While industry player sounds good, industry leader has an even better ring. B2B and tech customers are drawn to a simple, bold vision of the future.

While complexity may be kryptonite for your marketing team, it’s a weakness you can turn into a strength. With the right approach (and the right marketing agency), you might even save the day. Not to mention the sale. Let’s talk ›