Making Complex Topics Accessible in B2B Content. How Salesforce Solves This Challenge

In B2B, the subject matter is often complex, involving technical jargon and detailed processes.

However, delivering this content in a straightforward, accessible way makes it more appealing and digestible for your audience.

For instance, a fintech company explaining blockchain technology could benefit from visual aids and analogies. Instead of a highly technical breakdown, they might compare blockchain to a “shared digital ledger” and provide diagrams that show how it functions without delving into technical code. This approach ensures that both technical and non-technical stakeholders can understand the basics, leading to broader engagement.

Salesforce: Simplifying CRM for Different Audiences

Salesforce, a customer relationship management (CRM) leader, excels at making complex concepts more relatable. They use infographics and storytelling to explain CRM in real-world scenarios, framing it as a tool to “know your customer” rather than focusing on technical functionalities.

This helps business leaders see the direct impact on their operations, making the software more approachable.

But their challenge goes beyond explaining CRM. As a B2B software provider, Salesforce must sell its solution to multiple levels of management.

Often, end users—the sales and marketing teams—are already convinced they need Salesforce. The real challenge is getting buy-in from senior executives and other departments that may not see the immediate value.

To overcome this, Salesforce has built dedicated pages tailored to different industries and job roles on their website. These pages dive deep into how their CRM addresses specific pain points, whether it's for retail, financial services, healthcare, or manufacturing.

By showing industry-specific use cases and success stories, they help different stakeholders within a company understand how the platform fits their unique needs. This strategic approach removes friction from the sales process and makes it easier for internal champions to advocate for the tool.

BONUS: Nice to read ??????

Accessibility Drives Engagement

Simple content doesn’t dilute the message—it amplifies it by making it accessible to everyone in the buying process.

When creating B2B content, consider who your audience is, what barriers they face in adopting your solution, and how you can make your message clearer.

By breaking down complex ideas and tailoring messaging to different decision-makers, you improve engagement and make it easier for businesses to see the value in your solution.

What’s your experience with simplifying B2B content? Have you seen brands successfully make complex ideas more approachable? Let’s discuss this in the comments!

How I Applied This Approach to a BIM Consulting Brand

I implemented a similar approach for a BIM consulting company I’m working with. BIM services can be complex, and presenting them in a way that resonates with potential clients is challenging.

To simplify the experience, I restructured the website by breaking down our offerings into clearly defined solutions—each one addressing a specific problem.

While all architectural firms (our target clients) face similar challenges, their priorities vary. What’s critical for one company might be less urgent for another.

By creating dedicated pages for each solution, we made it easier for visitors to navigate through our services without feeling overwhelmed.

They could quickly find the solution that resonated most with their needs.

As a result, not only did we see improvements in SEO rankings, but we also increased the number of inbound leads.

Now, instead of potential clients reaching out with vague inquiries, they come to us specifically asking about the solutions we offer—because they clearly understand how we can help them.

This simple yet strategic change transformed how we attract and convert prospects, proving once again that clarity and accessibility drive better results. ??

Have you faced similar challenges in making complex solutions more accessible to your audience? How did you tailor your messaging to different stakeholders within a company?