Forbes: Communicating With Tech And Non-Tech B2B Audiences

As buying committees grow more cross-functional, marketers increasingly have to communicate with people who bring very different levels of technical knowledge to the same decision. The challenge is making complex ideas clear enough to engage business leaders while preserving the precision technical stakeholders expect. Beyond simplifying language, that requires a sharper understanding of what each audience needs from the same message. There’s a lot on the line for B2B marketers when a message that speaks only to experts can leave decision-makers behind, while one that strips away too much detail can weaken credibility with the people evaluating the solution. Members of Forbes Agency Council shared insights into what they’ve learned about bridging those gaps while keeping B2B communications clear, credible, useful and, most importantly, compelling for all audiences. Jordan Edelson, CEO of Appetizer Mobile, stated, “One lesson I’ve learned is that using familiar analogies makes complex technical concepts much easier for non-technical audiences to understand without losing the attention of technical stakeholders. By connecting new technology to everyday experiences, everyone can grasp the core idea before diving into the technical details when needed”. To read the entire article, you can visit the following article: https://www.forbes.com/councils/forbesagencycouncil/2026/08/13/how-to-communicate-with-tech-and-non-tech-b2b-audiences-at-once/