The Challenge

AKA "When Your Messaging Sounds Like a Robot Wrote It"

Array contacted me with a classic B2B problem: they had built something simple and powerful (a digitized form builder), but their messaging made it sound like rocket science.

Here's what was making everyone miserable:

• Lead-to-MQL conversion was stuck at a pathetic 8% (industry average is 15-20%)

• Their "enterprise-grade workflow automation solution with cloud-native architecture" messaging made prospects' eyes glaze over

• Sales conversations started with "So... what exactly does your product do?"

• Their target audience (frontline workers, technicians, mechanics) felt like the product wasn't for them

• Sales cycles dragged on because prospects couldn't figure out the value

The brutal truth: They were describing a simple form-filling app like it was NASA mission control software. Their messaging was so technical that actual humans couldn't understand it.

The Solution

The BBQ Test Framework (AKA "Talk Like a Human") (Revolutionary Concept: Use Words Your Customers Actually Say)

I knew this wasn't a "more marketing" problem — it was a "better messaging" problem. So I created what I call the BBQ Test: "If you can't explain your product to someone at a backyard barbecue, your messaging sucks."

Phase 1: Real-World Research

Getting Out of the Office and Into Reality

Instead of guessing what customers wanted to hear, I went and asked them:

• 12 on-site customer visits — watched real people use the product in their actual workflows

• 27 prospect cold calls — learned what language they used to describe their paperwork problems

• 8 ride-alongs with technicians — witnessed form-filling pain in the wild

• Direct quotes like: "I just need something that works without internet" (revolutionary insight: they don't care about cloud architecture)

Phase 2: The SUCCESS Framework Application

Making Messages That Actually Stick in People's Brains

I applied Chip and Dan Heath's SUCCESS framework to transform their messaging:

• Simple: "Complete forms anywhere, even offline" (vs. "enterprise-grade workflow automation")

• Unexpected: "Automatic syncing when you get back online" (the magic moment)

• Concrete: "Fill out inspection forms with greasy hands using voice commands" (specific = believable)

• Credible: Real testimonials from actual workers (not executives)

• Emotional: Connected to frustration of damaged/lost paperwork (pain they actually felt)

• Stories: Real user stories about time saved and errors eliminated

Phase 3: Cross-Functional Alignment

Making Everyone Speak the Same Human Language

I didn't just change the website — I transformed how the entire company talked:

• Sales team workshops with new simplified pitches that actually worked

• Product team alignment on features that matched discovered pain points

• Customer success training for consistent messaging throughout the journey

• Bi-weekly feedback loops so sales could report what was actually working

Phase 4: Complete Messaging Architecture Rebuild

Burning Down the Buzzword Factory

I rebuilt their entire communication framework:

• Website overhaul: 40% fewer words, 200% more clarity

• Industry landing pages: Tailored examples for each vertical (mechanics see mechanic examples)

• Visual-first sales deck: Showed the product working instead of describing features

• Field demonstration videos: Real users in real environments (not stock photos)

• The 30-second test: One-pager that passed the BBQ test every time

The Results

When You Stop Confusing People, They Start Buying

The Numbers That Made Everyone Happy

• 100% increase in lead-to-MQL conversion (from 8% to 16% — finally hit industry standards)

• 28% reduction in sales cycle length (clarity accelerates decisions)

• 42% increase in demo-to-trial conversion (prospects knew what they were getting)

• 23% decrease in customer acquisition cost (efficient messaging = efficient sales)

The Transformation Nobody Expected

Beyond the metrics, something beautiful happened:

• Sales team confidence skyrocketed — they could finally explain the product without confusion

• Customer success improved — customers got exactly what was promised (no more expectation mismatches)

• Net Promoter Score jumped 18 points — happy customers who understood the value

• Product development focused — clear pain points guided feature priorities

The Ripple Effect

The BBQ Test became their standard for all communication:

• Marketing campaigns that actually resonated

• Product descriptions that made sense

• Sales conversations that flowed naturally

• Customer onboarding that set proper expectations

The Key Insights

What I Learned (And What Every B2B Company Should Know)

1. Simplicity Always Wins

Your customers don't care about your "cloud-native architecture." They care about completing forms faster with fewer errors. Focus on outcomes, not features.

2. Field Research Beats Office Assumptions Every Time

Watching real users in their actual environment revealed pain points we never would have discovered in conference rooms. Get out of the building.

3. Speak Their Language, Not Yours

When you adopt your customers' vocabulary, you create instant connection and trust. Stop making them translate your jargon.

4. The BBQ Test Is Universal

If your neighbor can't understand your product explanation, neither can your prospects. This works for every industry, every product, every time.

5. Data Defeats Opinions

We tested everything and let results drive decisions. No more "I think this sounds better" — only "this converts better."

The Bottom Line

Why This Messaging Transformation Worked

Most B2B companies sound like they're trying to impress their competitors instead of helping their customers. I helped Array:

• Eliminate buzzword confusion that was blocking conversions

• Connect with their actual audience using language they recognized

• Accelerate sales cycles through immediate clarity

• Build sustainable messaging systems that scaled with growth

• Create organizational alignment around customer-centric communication

The result? Array went from sounding like every other "enterprise solution" to being the company that actually understood their customers' problems. Their messaging became their competitive advantage.

Ready to ditch the buzzwords and start speaking human? Let's build you messaging that passes the BBQ Test.