Where’s the joy in b2b saas marketing?

So, I don’t know if it’s just me, but most B2B SaaS messaging looks like it was written by a marketer held hostage by the CFO. It talks about how they save you time, increase efficiency, save you money, or open up new opportunities for revenue growth potential. However, something that is often neglected altogether is how they deliver joy.

I find that kinda sad.

Joy is one of the most incredible emotional values a product can produce. It’s subjective and unexpected, and the kind of thing we can all relate to spending money on.

It’s probably the most used tactic in B2C.

Exhibit A: You don’t see IKEA leading with the instruction manual and celebrating the free hex key.

So why is this so accepted in B2B SaaS?

Because it’s comfortable and safe.

Talking about time and money is methodical and considered more… corporate.

The ‘save time and make money’ messages are built into the rhetoric of B2B sales. If something is inefficient, it’s “Our SaaS delivers a shortcut.” If something costs a lot, it’s met with “use our software to cut the overheads”.

And these things aren’t without value.

For sure, they’re interesting.

But they also kinda boring and expected.

They are measurable and quantitative. They’re right in the technical founder’s comfort zone and meet the language we assume a buyer in B2B would want to hear. They feel like a safe bet for quick-sale messaging.

But joy? That’s philosophical. It’s uncomfortable. It’s emotional. It’s about the user.

Talking about joy is deep, bro.

When we talk about joy, it’s often the answer to why people work, why they get out of bed in the morning and do their job, and what makes a person feel like they bring value to the table.

Joy is subjective, sure, but it can be collectively experienced and repeatable. And that is the most basic requirement for writing something into a value proposition - it being felt or experienced by enough of the target market for it to cause action (ideally buying your product).

So let’s look a little more at the types of joy that B2B SaaS can cause and how you might want to use it in your messaging. These are just a few examples to get you started.

Sense of mastery

Sometimes, I call this the “yes you can” value message.

It’s what happens when your software gives users the skills and tools to do something they didn’t think was possible. Not just complete a task, but absolutely boss it.

No-code platforms are particularly good at this one. In fact, you could argue that they decrease efficiency if someone with no coding expertise plans to use it. However, the value, in part, sits with helping the user prove to themselves, and/or their boss and team, that they can create, solve, and build without begging a developer.

That’s a confidence high.

That’s joy.

Renewed focus

The joy of renewed focus is a great value message. This one speaks to the fact that joy and the simple pleasures in life aren’t always about doing something you love. They can also be about not doing something you hate.

But, a little sidebar, avoid saying: So you can spend less time doing x and more time focused on doing y. It’s just a little overdone.

Instead, try coming up with a renewed focus value message without the word “focus” and examine the relationship between the action and the feeling that it brings.

For example:

Instead of:

“Spend less time doing tax and more time doing the real work.”

Try:

“Get your tax return checked, off your desk, and feel reassured about its accuracy.”

Instead of:

“Spend less time managing time sheet entry and more time doing your job.”

Try:

“Track time and crack on with the next task clear-headed.”

Other joyous feelings that often accompany renewed focus to get you started include:

• Relief

• Control

• Confidence

• Liberation

• Reassurance

• Optimism

• Support

• Energy

And there are many, many more.

Overcoming blockers

Lastly, the one that piques my interest without fail is overcoming blockers. I love cracking a bottle neck. This is also a popular one for all you AI-infused, AI-supercharged wizz-bangers out there.

This is the joy of being able to jump over the stumbling blocks. The magic wand and stardust emojis make the stress and heartache of stifled progress disappear. It's the kind of software that makes the action of doing work more enjoyable.

So talk about that. How do you make someone’s day, week, month or year. How do you help them make that progress that defines that feeling of joy and fulfilment?

Because this form of joy is all about movement. And when achieved, it’s often accompanied by a sigh of relief or a little fist pump.

Approaching joy-based messaging

So we’ve covered some of the ways that joy can be felt through the use of B2B software. But how do you approach bringing Joy Into Your Messaging?

A couple of tips

• Start with the user, not the feature. What do they feel when using your product?

• Next, tell stories, not stats. Stats sell logic. Stories sell emotion.

• Use emotional language — but be specific. Don’t just say "delightful UX." Say what made it delightful and why.

• Avoid buzzwords. Joy dies in buzzwords. Be weird and wild and human.

• Think about what the joy means. Remember that joy isn’t just for B2C brands with mascots and jingles. In B2B SaaS, joy can mean:

  • Encouraging creativity

  • Not doing something you hate

  • Beating the blocker blues

  • And so so so much more.  

And hey, this isn't to say you can't save your customers time and help them make more money. Those two things are still mega important.

But if there’s one takeaway from today, it’s to not shy away from saying how you make them feel while doing it.

Because work doesn’t have to be joyless. And neither does your software.