A new product comes onto the market. Packed with functions, technically impressive, thought through down to the last detail. The developers are proud - and rightly so. But the customer? No "aha" moment. No "This solves my problem". Simply: overloaded.
Welcome to the world of overengineering - a temptation that technology-driven companies in the B2B sector in particular are all too happy to succumb to. And the perfect stage for one of the biggest communication sins in B2B marketing.
What is overengineering actually - and why happens it so often?
Overengineering means overloading a product or service with functions, features or services that are technically impressive - but offer no real added value for the customer. This makes the solution unnecessarily complex, difficult to understand and often even off-putting.
Many of our customers in particular - companies that develop sophisticated products and services, often with a high level of engineering depth and specialization - face a challenge here: they want to show what is possible. The internal specialist departments are passionate about their solutions. But what is often overlooked: Not everything that is technically possible is also relevant from the customer's point of view.
This quickly creates a gap between what is communicated and what customers really need. Instead of clear value propositions, there are lists full of features. Instead of simple explanations, there are technical monologues. And instead of trust, uncertainty grows.
The Kano model
A helpful model in this context is the Kano model. It divides customer requirements into three categories:
- Basic requirements: They are taken for granted. If they are missing, dissatisfaction arises. If they are there, they are hardly noticed.
- Performance requirements: They are explicitly expected and, if implemented well, ensure satisfaction.
- Enthusiasm requirements: Unexpected features that provide a positive surprise - if they are relevant.
And this is precisely where overengineering becomes dangerous: if supposedly "exciting features" are developed without taking customer needs into account, they are not only not appreciated - they create confusion or rejection.
What means this for the B2B communication?
B2B marketing does not have to show everything a product can do - only what counts. If you back the wrong horse in communication and confuse technical depth with customer proximity, you will quickly lose your target group. Especially in B2B, where decisions are rationally justified but emotionally backed up.
Typical effects in B2B communication:
- Brochures with 15 bullet points per slide.
- Websites that explain functions but do not solve problems.
- Sales pitches that look like technical data sheets.
Why the customer glasses your strategic tool for corporate success is
In the end, it all boils down to one truth: communication is not an end in itself. It shouldn't just "look good", it should achieve something - namely support the company in achieving its goals.
Those who think strategically about communication do not think in terms of the product - but in terms of the market, the needs and expectations of customers. It is not about showing everything that is possible, but about making the right things visible. Not to explain everything down to the last detail, but to convey the essentials in an understandable way.
And this is precisely our approach at Blaupause: we wear customer glasses and consistently think about communication from your customers' perspective. We translate technical complexity into clear, relevant messages that resonate. We help companies to turn technical complexity into clear, relevant and differentiating communication that works and sells.
Conclusion
A good communication strategy does not start with the product, but with the customer. If you want to understand how to really stand out, you have to build less - and ask more. You need to explain less - and listen more. Less "developing for all eventualities" and more "solution-oriented thinking".
Marta Rosellini
In the midst of the creative action at Blaupause , I guide clients through the exciting world of communication and make their campaigns and projects shine. In between, I dive into inspiring topics and write articles with enthusiasm.
Have you already implemented my tips? Write to us and share your results!