How to Write B2B Copy that Converts: Tips & Examples

B2B copy is everything. When you’re trying to move prospects and leads through your funnel, your words matter.

Ever try to throw up an ad, send an email newsletter, or publish a website page without really taking the time to ensure your copy is compelling and effective?

I’d be willing to bet you saw zero conversions, no new leads… just crickets.

You see, lots of marketers believe if they execute X tactic they’ll see Y result. For example, if you simply launch a Facebook Ad campaign, you can calculate the average CPC / CPM and take an industry conversion rate and – boom, those are the results you can expect.

But in reality, you can very well launch that B2B marketing campaign and see zero results. Or, you can launch that campaign and double your revenue.

What makes the difference?

Copy. B2B copy to be exact.

In this guide, we’ll walk you through what makes B2B copy and B2B content unique, some tips for mastering B2B copy, and some excellent copy examples from real campaigns.

What Is B2B Copy? 

B2B copy is simply the use of words to move B2B prospects to action. Whether that action is a step into your funnel, a shift from prospect to MQL, or a conversion from lead to customer. 

B2B copy is all about conversions: moving your audience one step closer to becoming a customer. It can be used in a variety of B2B content:

  • Facebook / Instagram Ads
  • LinkedIn Ads
  • Display / Programmatic Ads
  • Traditional Advertising
  • Emails / Newsletters
  • Landing Pages
  • Whitepapers
  • Case Studies
  • ABM Campaigns

B2B copy is the spice of B2B marketing. It’s the added ingredient that turns your mediocre content into a compelling asset that affects your bottom line. It’s the differentiator between checking the “launch the campaign” box and actually launching campaigns that matter.

What Makes B2B Copywriting Unique from B2C?

Let’s first talk about what makes B2B purchase decisions different from B2C purchase decisions. 

Here are some of the biggest differences between B2B and B2C decision-making:

  • B2B decisions are usually made by groups and teams of employees. B2C decisions are usually made by an individual.
  • B2B decisions will typically involve looking at a few other options. B2C decisions may not involve much research at all.
  • B2B decisions are driven by logic and budget. B2C decisions are much more emotionally-driven.

It’s important to note that this doesn’t mean B2B copy shouldn’t also appeal to emotions. Emotions may get your product or service into the final batch of options, but rest assured when it comes time to chat with the CFO about a purchase decision, your emotionally-charged copy won’t carry as much weight as your case studies.

With these in mind, what makes B2B copy different from B2C copy?

  • B2B copy should be focused on a very niche audience, and at times a very specific role within a company
  • B2B copy should appeal to logic and savings
  • B2B copy should be hyper-focused on a specific task you want your audience to take
  • B2B copy should make differentiators crystal clear

6 Tips for Effective B2B Copy + Examples

B2B Copywriting Tip 1: Lead with Differentiators

Hubspot B2B copy

HubSpot always uses incredibly smart copy in their web design. Right now, their hero headline reads, “Powerful, not overpowering.” They lead with their unique selling proposition.

In just three words, they’re communicating: “Our product is powerful. But compared to other powerful marketing softwares and platforms you might have used or currently use, ours is easier to use.”

When writing B2B copy, make your differentiator crystal clear.

Like HubSpot, you don’t have to be blatantly obvious, though. Using few words and subtlety can go a long way!

B2B Copywriting Tip 2: Use Social Proof

basecamp b2b copywriting

One of the biggest questions B2B decision makers ask is, “What are our similar companies doing? Are they using this product / service?” 

Social proof carries massive weight in the B2B decision journey, and it’s a must when it comes to B2B copy. 

Basecamp does an excellent job showcasing social proof on their homepage. It’s peppered in above the headline and as microcopy beneath the call-to-action.

Shopify does a great job as well in their homepage copy:

shopify b2b content

Here are a few other ways to use social proof in your B2B copy:

  • Highlight the number of newsletter subscribers on email signups
  • Work actual reviews / testimonials into your headlines and taglines
  • Name well-known brands and companies you work with in your copy

B2B Copywriting Tip 3: Use Aspirational Copy

mailchimp b2b copy

A great way to catch the attention of B2B decision makers is to write copy in a way that helps them envision the future of their business. Help them connect the dots between where they are now and where they want to be.

In this ad from Mailchimp, they’re congratulating a future version of the reader for outgrowing their business name.

Aspirational B2B copy whets the taste buds of companies and their decision makers. You’re putting the thought in their heads that your product might be the thing they’re missing to help them grow.

So when you’re writing copy, think big. Rather than, “This product will help you qualify leads,” think: “This product will help you blow past your 5 year vision.”

We recently worked with PropertyGuru to train their sales team and design a sales deck they can use with potential clients. We decided to lead with an aspirational headline and overall approach – and it paid off. The sales deck helped them increase revenue by almost 18% in a short period of time.

PropertyGuru B2B copy headline

B2B Copywriting Tip 4: Use Data

Drift B2B copy

B2B decisions are much less emotional than B2C purchases. With multiple people at the decision-making table, you need to use logic to help them move through your funnel.

One of the best ways to do that is with data – cold hard facts about your product or service.

Drift highlights the fact that their average ROI for customers is 670%. That’s a really tough number to argue with. They draw prospects in with catchy, aspirational copy and then seal the deal with real data.

One quick tip: make sure your data helps your cause. A 670% increase in ROI is incredibly convincing. “We’ll help you improve your monthly leads by 12%,” might not cut it.

B2B Copywriting Tip 5: Nail Your Unique Tone

HubSpot B2B copywriting example

Use a unique tone in your copy. A unique voice helps you stand out from competition and leaves a memorable impression on your audience. 

In a study from Referral Rock, B2B experts say that a company’s voice/tone is one of the most important aspects of their marketing.

the importance of tone and voice in B2B copy

But it’s important you do the work to clarify your tone of voice first. Consider your audience, craft some samples, and test them with a user group first. 

Then, once you’ve clarified your tone and voice, make sure your team is consistent in using it – especially as you repurpose content. Work your copywriting tone and voice into your brand guidelines – make it just as important as your colors or fonts.

B2B Copywriting Tip 6: Speak to Your Target Persona

Saleswhale B2B copywriting

Unlike B2C campaigns, B2B copywriting needs to be highly targeted at your ideal persona. Generic copy that appeals to everyone won’t appeal to anyone. 

In this example from Saleswhale, they call out “modern revenue teams” and highlight the quote from a Marketing Director. If I’m a Sales or Marketing Director, this copy is engaging me by speaking my language, speaking to my pain points, and highlighting KPIs I care about.

We recently worked with Gift Market, a corporate gifting solution in Singapore. Before diving into landing page creation and email workflows, we took the time to chat with their best customers and craft in-depth personas. These personas guided our copywriting and ultimately led to a 42% increase in revenue and a 28% decrease in cost per lead. Read the full case study here.

If you serve a broad audience, start by segmenting. Determine whether you’ll segment by service provided, industry, target decision maker, or region.

Dial in Your B2B Copy

Don’t mistake B2B copywriting for B2C, and don’t launch another B2B marketing campaign using generic copy. Your words matter.

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