What Strategies Help SaaS Product Managers Convey Technical Product Aspects to a Non-Technical Audience?
SaaS Perspective
What Strategies Help SaaS Product Managers Convey Technical Product Aspects to a Non-Technical Audience?
Navigating the complexities of SaaS marketing can be a daunting task, especially when translating technical aspects for a non-technical audience. Insights from top professionals such as a CEO and Director of Marketing reveal practical strategies to bridge this gap. The first expert emphasizes the importance of simplifying and using storytelling, while the final expert highlights answering the 'So What' questions. Discover a total of ten insights from industry leaders that can transform your approach.
- Simplify and Use Storytelling
- Frame Benefits Using Metaphors
- Prioritize Clear Messaging
- Illustrate Tangible Benefits
- Break Down Complex Concepts
- Translate Jargon into Clear Messaging
- Use Analogies to Simplify
- Focus on Benefits and Value
- Frame Technical Details in Human Terms
- Answer 'So What' Questions
Simplify and Use Storytelling
As a SaaS marketing specialist, one of the major challenges I faced was effectively conveying the technical aspects of our product to a non-technical audience. This was crucial because many potential customers were decision-makers in their organizations but lacked the technical expertise to understand complex functionalities. To address this, I employed a multi-faceted approach focused on simplification and storytelling.
First, I created user-friendly content that emphasized benefits over features. Instead of diving into the technical specifications, I highlighted how our software solved specific pain points. For example, rather than detailing the intricate algorithms we used, I illustrated how our product could save time and reduce costs, which resonated more with business leaders. Additionally, I utilized visual aids like infographics and videos to depict processes and outcomes. This made the technical aspects more digestible and engaging. Studies show that visuals can improve comprehension and retention of information, particularly for complex topics.
Moreover, I focused on real-life case studies and testimonials to provide relatable contexts. By showcasing how similar businesses successfully implemented our solution and the measurable outcomes they achieved, I helped potential customers envision the product's value in their own environments. This approach not only clarified the technical elements but also built trust and credibility, making our product more accessible to a broader audience. Overall, these strategies helped bridge the gap between technical intricacies and user understanding, ultimately driving higher engagement and conversion rates.
Frame Benefits Using Metaphors
One major challenge I faced in conveying technical aspects to a non-technical audience was with a project for a SaaS accounting software client. We needed to explain complex feature updates, like automated reconciliation, without overwhelming users. I focused on framing these updates as "a personal accountant working smarter, not harder," emphasizing ease of use and time-saving for the users.
With another client, I steered the technicalities of data security for a CRM platform. The key was to illustrate this as "your business secrets kept under the highest lock-and-key," spotlighting the user's peace of mind rather than the encryption details. This approach transformed complex technical benefits into relatable user outcomes.
These experiences taught me that when tackling technical aspects, it's crucial to pivot the narrative towards how features directly improve the user experience or solve everyday challenges. By using relatable metaphors and focusing on benefits rather than the process, I've consistently engaged and reassured audiences successfully.
Prioritize Clear Messaging
When conveying technical aspects of a SaaS product to a non-technical audience, I prioritize clear messaging and storytelling. During my time at BusinessBldrs.com, we faced a challenge with a client who needed to understand website analytics. We successfully bridged this gap by crafting compelling video content that illustrated the benefits of analytics using everyday scenarios, like comparing website traffic to customer flow in a physical store, which helped simplify the concept.
I also find it effective to use analogies and visuals in presentations and workshops to facilitate understanding. For instance, when explaining online-promotion tactics, I liken them to traditional-marketing efforts, drawing parallels to billboards and word-of-mouth referrals. This approach resonates well by making the unfamiliar familiar, ensuring our strategies are transparent and actionable for clients across all technical skill levels. When I founded Agency Builders, I consistently encountered the challenge of communicating complex web-design and digital-marketing strategies to non-technical business leaders. My approach was to simplify the messaging by focusing on the real-world impacts. For instance, when explaining website optimization to a client, I emphasized the increased user engagement and potential for higher conversion rates rather than the technical elements of SEO.
A specific example was during a webinar on client acquisition, where I likened the CRM tools to a digital matchmaking service that finds the perfect client fit for their business. By using everyday analogies, I made complex back-end processes relatable, ensuring the audience understood the benefits without getting lost in technical jargon. Tailoring the message to highlight tangible outcomes rather than technical specifications has consistently proven effective in my experience.
Illustrate Tangible Benefits
In my role at SkySwitch, conveying the technical aspects of our UCaaS platform to a non-technical audience was a key challenge I faced. I focused on illustrating the direct, tangible benefits. For instance, I used the success story of Highbridge Communications, where customer satisfaction surveys doubled, showcasing how easy and flexible our solutions are to implement and manage, which, in turn, improves customer experience and retention.
Leveraging relatable real-world scenarios proved effective. I explained how our platform simplifies remote work—crucial during the pandemic—by integrating tools like Google Suite and Slack, eliminating the complexity of managing multiple communication channels. This helped businesses transition smoothly from traditional phone systems to cloud-based solutions without disruptions, highlighting significant cost savings and improved productivity.
Finally, emphasizing data-driven results made the technology real for our clients. Demonstrating a drop in operational downtime or reduced communication costs through VoIP solutions, I solidified the narrative by making these benefits relatable to everyday business challenges. Through these approaches, I bridged the gap between technical complexities and actionable business outcomes, aligning our offering with client needs.
Break Down Complex Concepts
In my experience as a marketing executive, simplifying complex technical concepts has been crucial. At SPX Marketing, we faced a significant challenge when we were tasked with explaining our CRM's advanced capabilities to small-business owners who were not tech-savvy. By breaking down the CRM features into user-friendly benefits like 'streamlining customer interactions' rather than discussing its technical architecture, we increased user adoption by 30%.
At John Deere, I managed global partnerships and had to regularly explain intricate operational efficiencies enabled by new technology. I employed a method of visual aids and relatable analogies, like comparing supply-chain optimizations to a well-tuned engine. This approach helped us achieve a 20% improvement in collaborative project outcomes. By focusing on relatable scenarios and direct benefits, I make technology approachable and understandable for non-technical audiences. One of the major challenges I faced was at John Deere, where we needed to communicate the benefits of our Global Mobility Services to non-technical audiences across various international markets. I tackled this by creating relatable analogies and storytelling—a method I've honed over the years. For example, instead of focusing on the technical aspects, I likened the service to a universal remote control, blending numerous controls (or functions) into one simplified interface, which made it more relatable and understandable.
During my time at AON/Hewitt Associates, I spearheaded a project where we simplified complex financial data into visual presentations. By using intuitive graphs and relatable financial scenarios, our clients better grasped how our solutions would manage their resources efficiently. This approach resulted in a 30% increase in client engagement as they could see the real-world applications without wading through technical minutiae.
In founding SPX Marketing, I've continued this approach. We prioritize storytelling and visualization in our strategies, breaking down complex digital marketing tech stacks by focusing on client outcomes, such as increased brand recognition or client acquisition rates. This shift from tech specs to tangible benefits proves effective in bridging the gap between technical products and non-technical clients.
Translate Jargon into Clear Messaging
In my experience with the Rohg Agency, effectively communicating technical aspects to non-technical audiences often hinges on translating jargon into clear, impactful messaging. One major challenge I faced was with a digital-change project for a municipal client, the City of Boise. The objective was to improve their digital footprint, but explaining back-end improvements like server optimizations needed to be relatable. So, I framed it as "a City Hall open 24/7 online," focusing on the user benefit of constant accessibility rather than the technical details.
Another crucial example was with Pro Photo Box. When redesigning their online platform, the key was to emphasize the outcome over the process. We pivoted the conversation from discussing the technical integration of SEO plugins to how this would make their products the "first choice" in search results. This shifted the focus to boosting their visibility and sales, a concept their clients could easily grasp.
These experiences taught me that simplifying language and spotlighting real-world impact are powerful strategies. Clear, user-focused messaging cuts through the noise and keeps the audience engaged, truly highlighting the benefits over the technicalities.
Use Analogies to Simplify
The best way to overcome the challenge of conveying technical aspects is by understanding who you are talking to and speaking their language. One great way is by using analogies.
For instance, when I am trying to explain marketing automation and the process of nurturing someone from completely oblivious to a problem to becoming an advocate for the brand, I tend to use the analogy of dating. You don't walk up to a girl at the bar and say, "Will you marry me?" Instead, you walk up, ask her for her name, show genuine interest, and ask her if you can buy her a drink. Then, over time, as you find common ground and actually like one another, you ask her to marry you.
Marketing automation, although it can be complicated to understand the trigger, handoffs, decision trees, and logic, when you compare it to dating, doesn't seem so scary and a tad bit simpler.
The best way to find that common ground is by just being curious when you first start talking to someone. Listen to the words they say, and if you're in a virtual meeting, notice what's in the background (dogs, kids, sports memorabilia), anything that can help you be able to explain what you're trying to convey in a way they can understand. If you want to be a little more blunt, just ask the question, "Are you a sports person? Do you have kids?" This way, you can find that common ground more easily.
Focus on Benefits and Value
When conveying technical aspects of a product to a non-technical audience, I've found it essential to focus on the benefits and value it provides, rather than the underlying technology itself. I recall a particular instance where I was explaining our verification certificates to a group of creatives, and I realized that they weren't interested in the blockchain technology behind it but rather how it could help them protect their work and maintain ownership.
To overcome this challenge, I employed a "so-what" approach, where I'd explain a technical aspect and then immediately follow up with how it benefits the user. For instance, instead of delving into the intricacies of our verification algorithm, I'd explain how it enables them to prove ownership of their digital creations and maintain control over their work. By doing so, I was able to distill complex technical concepts into relatable, actionable insights that resonated with my audience. This approach not only helped them understand our product better but also allowed them to see the tangible value it could bring to their work.
Frame Technical Details in Human Terms
As an expert in edtech and career development, I faced challenges explaining the technical aspects of our AI-driven learning platform to nontechnical audiences. A major breakthrough came when I framed our adaptive skill assessments in human terms. By focusing on how these insights open up personal growth, career mobility, and access to opportunity, the technical details faded into the background.
For example, when presenting to education organizations, I discussed how our AI maps hidden competencies, matches skills to evolving roles, and opens doors to mentorship and sponsorship. This relatable narrative resonated far more than explaining algorithmic job matching. With nonprofit partners, discussing how we empower access to high-demand careers through personalized guidance and resources really hit home. Quantifying career pivots and salary increases post-partnership sealed the deal.
In client demos, discussing how we build confidence in job seekers by leveraging AI for interview preparation and sharing stories of their success landed far better than detailing our neural networks. The human impact and potential for change became the focal point. This approach built trust in the technology by demonstrating real results. By making technical concepts personally meaningful, we overcame communication barriers and found common ground.
Answer 'So What' Questions
When positioning technical product details to non-technical audiences, consider the flow of 'so what' questions to its natural conclusion. A product has lower power consumption. So what? That means batteries need replacing less often. That means less cost of replacement batteries and (more importantly), less time people spend to replace them. It means a reduction in the time devices are 'out of service.' That means fewer errors or blind spots in your process, or more complete enjoyment of a product. If these benefits can be told through the lens of customer reference or stories in their own (easy-to-understand and non-technical) words, even better. Marketing highly technical Industrial IoT devices for 5 years, a combination of these strategies and good companion 'explainer' content helped break through to buyers in language they understood.
