This week, we’re talking business communication, because, let’s be honest, most of it is, at best…pretty meh.

And who better to teach us a thing or two than someone who thrives at helping businesses get just that right?

Meet Auroriele Hans, a member of our community and industry expert who helps B2B SaaS and tech companies overcome their positioning, messaging, and GTM enablement challenges through her business, Authority Scribe.

Hailing from California, Auroriele’s expertise speaks for itself, having helped leading brands stand out, not just in the market but also in the inbox!

And because so much of the B2B messaging space is, frankly, broken, we’ve roped in Auroriele’s help to guide those of us communicating in B2B not to make the same mistakes that tons of (even enterprise) businesses keep making in this space.

Today’s volume is a short but powerful read, and highlights a heap of stuff we’re seeing all over.

Ready to turn that content from a miss into a moneymaker?

Email still works for getting on B2B buyers’ radar.

But it also costs SaaS vendors deals.

Let’s kick off with some numbers to set the tone for today’s email.

Informa TechTarget reports that 78% of buyers consumed marketing content while vetting new technology vendors in 2025.

They read an average of 15 pieces of content. And websites, downloadable resources, and emails were their go-to formats.

Yet, only 24% of the vendors that buyers initially considered made it onto their shortlists…

And the difference? It's in what these brands are saying...

One of the top reasons buyers stopped considering tech vendors?

Well, 69% said it’s hard to find content that solves their specific pain points.

Today, I’m sharing some of the top issues I’ve observed with B2B content, and hope this helps you learn what to do (and also, what to avoid).

To begin, I pointed out in this LinkedIn video post that SaaS emails often say a lot without telling me why I should care.

And the idea behind this example is to illustrate a common issue with B2B SaaS emails: vague messaging buries the offer’s value.

Just look at the subject line:

“🏆 Unlock Growth: Data-Driven Marketing Strategies Await”

My first question is, what kind of growth?

Demos booked from paid ads?
Webinar signups from email?
Upgrades from free trials to paid product subscriptions?

I’d say that product-led growth leaders would care about the third option, but they’d have no clue that’s what the email is about based on the subject line.

And frankly, they’d likely scan past this email.

The screenshot below of my inbox showcases another common problem with SaaS emails…

SaaS brands blend in because they use the same metaphors.

Look at how HubSpot’s “unlock growth” subject line gets lost in my inbox. Another brand used the exact same phrase right below it: “Unlock growth with compliance—resources inside.”

Overusing turns of phrase like this diminishes their impact and makes them clichéd.

B2B SaaS brands often use overly technical language.

“Transform” and “revolutionise” are two of their favourites now, aren’t they?

Overpromising makes subscribers sceptical, especially when brands don’t deliver.

B2B SaaS brands are notorious for using overly technical language.

Just look at this example from a cybersecurity vendor:

Do you think their target customer says, “We need quantum-resilient security” over lunch with co-workers?

Would all of their subscribers know what this even means?

Those are some of the risks of using jargon.

All of these messaging issues result in the same outcome: subscribers ignore the emails because they’re irrelevant to their problems and needs.

They also stop trusting the brand as a valuable resource.

This isn’t a new problem, folks. It’s just one that AI misuse has made even worse.

Even in 2018, only 35% of marketers reported conducting audience research. That means 65% were essentially guessing about what their subscribers cared about.

B2B buyers could tell. Their trust in marketers was at 61 on a scale of 1 to 100 in 2023, according to Informa TechTarget, and to add to that:

AI has since made it easier to scale content like this.

And, if B2B buyers can’t trust a SaaS brand’s content to deliver value, they’re not going to be confident in its products.

The best way to know what’s relevant to your audience is to ask them.

Routinely interview customers to uncover how they felt at each stage of their journey to your solution:

These are insights you can’t find anywhere else.

Use them to craft messaging that mirrors buyers’ experiences and offers that meet their needs.

That’s how to build trust in the age of AI slop.

Not sure how to interview your customers? Get interview tips and an AI prompt for sorting the transcripts into sticky messaging in this article I wrote for messaging expert Joanna Wiebe.

Happy Interviewing!

P.S. Want micro-lessons on how to message to B2B buyers in a downturn? Sign up for my LinkedIn newsletter!

Your friend,
Auroriele 🙂

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Time to change up your B2B content game? We think so!

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Your friend in email,

Des