MarketingProfs B2B Forum 2023

Plain Language Is Preferred… Even by PhDs

October 5 - 10:45am to 11:30am

Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

Session Type: Concurrent Session

Session Topic: Demand Generation


Do highly educated people prefer academic language? Is jargon the shared vocabulary of specialists? Most would say yes, but this session will show that plain language gives you a competitive advantage when communicating with busy professionals.

Drawing from fresh 2023 research on buying behaviors in healthcare, Ahava will demonstrate how plain language at the top of the marketing funnel can open the door to new sales conversations in any industry dominated by insider language.

In this session, you’ll learn:

  • Results of new research on the B2B healthcare buying cycle and decision-maker preferences
  • How plain language cuts through the noise to make your message resonate
  • Examples of complicated language in action, and how simplifying your message speaks to a wider audience
Ahava Liebtag

Ahava Leibtag

President
Aha Media Group

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