So quite a while back I posted that I’m looking for great B2B
voices. They are hard to come by, in my experience. Over the course of the past few months I’ve looked and have 2 good examples, though I don’t think by any means this is the conclusive list.
Let’s start with the one I found first: IBM. I know, crazy, right? They have nicely humorous TV ads (which, as I mentioned, is where B2B often has fun), but who knew they could nail their voice on their website, too? If you’re interested in this stuff, which you must be if you’re reading this, seriously go to ibm.com.
They do a wonderful job of delivering the facts—which are of course heavy in technology systems and other topics that could easily become tangled, boring and jargony. They manage to avoid that very well. In fact, they are great at keeping it simple, warm and friendly—maybe not compared to a consumer product/website, but certainly compared with the competition.
The most important part is that they place a terrific focus on you.
The design (which is not my focus, but of course is relevant), is simple, clean and lets the content come through. Tabs at the bottom of the home page make for quick scanning of the volumes of info available on the site. Information on deeper level pages is also well divided into digestible chucks for the average scanning user.
Lastly, while their TV ads and website have a very different voice and look, it’s not too radically different. It feels consistent. IBM has a great UX and content team. IBM, give them a raise.
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