Stop Competing on Features and Start Competing on Clarity

Does this sound familiar, you have lots of website traffic, but few leads. Why? Many B2B buyers feel lost and overwhelmed, and many marketers may not even be aware of this issue, or they completely ignore it.

When someone searches “best mobile app analytics tools”, they’ve inadvertently opened Pandora’s box. They now need to navigate a cognitive overload of information among all the options: features, benefits, integrations, pricing, terms, security, reviews, social proof, etc.

Here’s what the buying experience actually looks like:

👉 Dozens of tools with nearly identical features / vague differentiators

👉 Pricing hidden behind sales calls

👉 Risk of choosing the wrong tool

As marketers, we are way too close to our product. We know the roadmap, the features, the nuances, the integrations… to us, the differences are obvious. To the buyer, everything looks like a blur. Buyers don’t want more information, they want clarity. So when you overload your website with information, thinking you’re being helpful or optimizing for search, you are just placing an enormous burden onto your customer.

Your job is to help buyers make sense of the category, not just your product, and recognize there are different entry points into each category (commonly referred to as CEPs or Category Entry Points).

Stop competing on features and start competing on clarity.

Explain the why, not just the what:

👉 Why your approach is different

👉 When to choose / when not to choose you

👉 The problem you solve better than anyone else