It’s Not the Listener. It’s the Language.

In B2B marketing, we love our jargon.

MQAs. MQLs. ICPs.
And in ABM? It gets even deeper—intent data, engagement spikes, buying committees.

This language is second nature to us. But here’s the problem: our buyers aren’t always fluent. And when they’re not, what we think is clear and strategic can actually come across as confusing—or worse, alienating.

If It’s Not Landing, It’s the Language

You’ve been there. You’ve explained something three different ways. You’ve added slides, stats, frameworks. But it’s still not clicking.

The problem isn’t the listener.
It’s the language.

Recently, I was walking a client through a concept that, in theory and in application, made total sense. But I could tell I was losing them. The more I tried to clarify, the more disconnected they became. So I stopped. Pivoted. Dropped the jargon. And rephrased it in simple, plainspoken terms.

That one shift unlocked the entire conversation.

Clarity Is the Power Move

In strategy, we aim to be insightful. Smart. Data-driven. That’s great—but clarity is what actually moves things forward.

When you simplify your language, you’re not watering down your message. You’re widening the door. You’re showing your audience that you’re not just talking at them—you’re meeting them where they are.

That’s what makes someone lean in. That’s what builds trust. And that’s what gets results.

Simple Isn’t Basic. It’s Effective.

We don’t get extra credit for sounding clever.
We get results by making people feel understood.

So next time your message isn’t landing, pause. Ask yourself:
Am I being clear—or just trying to sound smart?

Because the most powerful thing you can do as a communicator, strategist, or ABM leader?
Make it make sense.

Want help translating strategy into clarity that connects? Let’s chat.