Skip to main content


Smitha Virik

Published on

February 25, 2022


B2B, B2B marketing, B2B technology, Enterprise Tech, Technology Marketing

The tech industry prides itself on offering cutting-edge solutions that make life better, simpler, and more enjoyable. However, the industry is also known for using an overabundance of confusing, technical buzzwords.

Terms like ‘disruptive’, ‘as-a-service’, and ‘crypto’ are just a few examples of the types of buzzwords used every day in meetings, advertisements, media articles, websites, and white papers. Tech jargon is invading our online and offline spaces and many of us don’t even understand what these terms mean.

Often, marketers and businesses lean on buzzwords to make their content sound “smarter” or align with the language used by others in their industry. But using industry lingo may have the opposite effect and end up confusing your audience. Buzzwords create barriers between people, alienating employees and customers, plus it doesn’t do your marketing campaign justice.

If you know who your customers are, then you will need to think about whether your choice of words will connect with them. Here’s a hint: even in instances when this type of jargon is understood, it probably isn’t appreciated. Clear communication, transparency, and authenticity are key to effectively reaching your audiences.

Here are five examples of tech buzzwords to try and ditch from your marketing:

#1 Big Data:

We get it there’s a lot of data out there. But do a simple search for ‘big data’ and you’ll quickly understand the fatigue associated with this phrase. Its overuse has caused many to just focus on how much data is being used, rather than how well you’re using it. As marketers, one of the most powerful storytelling tools in your arsenal is being able to illustrate a concept by using examples. So, focus on the insights derived from big data, the decisions you make and the actions you take instead.

#2 Cloud Migration:

Let’s face it, none of us love moving, be it house or data. Leave cloud migration to run in the background of your comms and instead emphasise the end user benefits cloud can bring. Stay focused on the buyer, not your product or service.

#3 Internet of Things:

As more devices become connected, you can bet that this phrase isn’t going away. However, if you want your messaging to stand out, focus on the things that make your product different, rather than tossing around this overused phrase.

#4 Quantum Computing:

Sounds pretty smart right? And it is but, it’s also really hard for most people to grasp this concept without a physics degree. Use simple language to make your audience care. If everyone else is using jargon, you’ll stand out by using the art of simple communication. Keep it short and clear.

#5 Machine Learning:

Yes, machines can learn now and it’s all very exciting. What isn’t exciting is how every solutions provider has latched onto this phrase. Think carefully about your use of this term; poor choices can make machine learning concepts harder to understand than they should be.

Albert Einstein once said, “If you can’t explain it simply, you don’t understand it well enough.” The man was onto something here.

There are plenty of tech buzzwords that should be ditched from B2B marketing. Don’t add to the problem. Instead, the key is to use more precise and direct language in your marketing materials. Your customers, and co-workers will thank you.

Related content: 5 Ways B2B Marketing can go from Boring to Brilliant.

Ready to transform your marketing? Let’s talk. At TEAM LEWIS we know B2B tech marketing isn’t boring, it’s what we do – and we have done for 25 years. Check out our experience here or drop us a message today.

Do get in touch