7 B2B copywriting examples to inspire you
By Afton Brazzoni | Updated February 2022
Copywriting lands sales. Great visual branding is important, of course, but words ultimately position your B2B tech company to your audience and articulate the value of your offerings. And, considering that 80% of readers never make it past a headline, it’s worth your while to review B2B copywriting examples regularly to gain inspiration to strengthen your own marketing copy.
In this blog post, we’ll share a few examples of carefully crafted copy from seven tech companies. As you read, keep in mind that the best examples of B2B copy have a few attributes in common.
Clear: B2B products and services can be complicated. Always strive for clarity.
Concise: keep it short and sweet so you don’t lose your audience’s attention.
Engaging: B2B copy doesn’t have to be written in boring corporate-speak. Your reader is a human, after all.
Targeted: these B2B companies know who they’re talking to, which is evident in their copywriting.
B2B copywriting examples can help you hone your skills
Copywriting is a craft. You need compelling written B2B copy to get your audience on your website (and to keep them there). Your copy can make or break engagement and conversions on your advertising campaigns and social media channels, too. Simply put, top-notch B2B copywriting is essential to every aspect of your marketing.
Take Unbounce, for example. When this tech brand changed its call to action (CTA) copy from “Start your free 30-day trial” to “Start my free 30-day trial,” the company saw a 90% increase in conversion rates.
How can you use B2B copy tweaks like this to improve your own metrics? Make it a habit to look for inspiration from the B2B copywriting examples of other companies. Don’t just focus on your own industry, either. You may find something from an organization completely different to your own that sparks an idea.
7 compelling B2B copywriting examples
1. Jotform
This B2B copy on Jotform’s website is benefit-driven, compelling and concise. Jotform understands its target market’s need to “get it done,” and the company delivers with its free online forms. The copy also does a good job of communicating the product’s robust features while not making them front and centre (because people want benefits, not features).
2. ConvertKit
ConvertKit uses engaging, targeted copy on its home page to draw in not just any business owners, but creatives like podcasters, musicians and more. The underlined word is animated, showcasing the software’s different use cases and adding visual interest to this B2B copywriting example. The subhead text uses a play on words in keeping with the creative theme, and the CTA is action-oriented and benefit-driven.
3. Oracle
“The Millennial Migration” clearly illustrates the angle of this research piece created by Oracle and MOI Global to support Oracle’s “Digital Bank of the Future” campaign. The research examined the gap between current banking practices and consumers’ desires for a new banking experience. The B2B copy was aimed at decision makers in the digital banking space and shared across various channels in multiple mediums.
4. Rant & Rave
This customer engagement platform for retail businesses puts a clever spin on popular song lyrics and titles to engage its audience, using eye-catching header copy to draw readers into content that speaks to their challenges in a direct, targeted way. The company then transitions into articulating its solutions, and the results its customers have achieved.
5. Shopify
Shopify’s “Let’s Make You a Business” campaign uses lighthearted, relatable B2B copy to grab its audience’s attention and forge an emotional connection. The campaign’s goal was to entice aspiring small business owners to use Shopify’s platform to launch their companies.
“We want to be a household name people associate with entrepreneurship,” says Shopify’s CMO Jeff Weiser. “This campaign is an overarching statement about our mission and objective, which is evergreen, meaning it’ll be true a year and five years and 100 years from now.”
6. Talkatoo
Medical and veterinary dictation software company Talkatoo released a new website with fresh B2B copy (by Scribe National — full disclosure!) to position its software as the ideal choice for professionals in those sectors.
In this B2B copywriting example, Talkatoo focuses on the benefit of enabling its customers to save time at work. The brand also showcases the underlying value of its software — helping customers get more out of life by allowing them to streamline record keeping and leave the office earlier.
7. Zendesk
Zendesk uses its newsletter sign-up call-to-action box as an opportunity to build rapport with its audience and invite them to learn more about the company’s software. This approach sets Zendesk’s design apart from the standard newsletter registration box, and clearly communicates the benefit to the reader by suggesting that they can read about the software at their own pace.
There you have it — seven B2B copywriting examples that can get the wheels turning for your tech company’s next piece of B2B copy.
Stick with us! This post is part of a series on developing a 10-step content creation workflow for exceptional results. Read the next post.
Looking for help with your B2B copy?
Reviewing B2B copywriting examples can be fun, but you may need an extra set of hands to help you put your inspiration to use. Whether your tech company needs a landing page or an entire website, our team at Scribe National will work with you to craft the kind of B2B copy that engages your audience and moves them along the path to purchase. We might even make them laugh while we’re at it. Explore our services.
