Your B2B Sales Content & Messaging Screams AI
- Matthew Earle
- Jun 6
- 5 min read
Updated: 16 hours ago
Your B2B Sales Content & Messaging Screams AI And Your Buyers Know it.
As sellers in the B2B tech space, we all know that personal posts, blogs, and authentic sales messaging are critical. They inform prospects about the unique problems we solve.
In today's B2B sales world, buyers face an overwhelming amount of information. It is vital to cut through this noise with content that resonates with your key personas.
Recent research indicates that B2B buyers are approximately 70% through their purchasing journey before they engage with a sales representative.
By this time, buyers are already making informed decisions. This means building B2B buyer trust, credibility, and relevance is crucial in your outreach and "informing" activities.
However, obvious AI sales messaging and content can kill that trust and credibility instantly.
There are tell-tale signs that show us you're using AI. Your B2B sales content screams AI. Your ChatGPT sales emails are obvious. And your buyers are aware of it.
By taking short cuts you have undermined any authentic sales messaging you may have had. This is a B2B deal killer.
If any of this resonates with you, read on to find out how our Problem Centred sales approach can help.
"Mama, I Just Killed AI"
Have you seen the Queen biopic "Bohemian Rhapsody"? From the start, it feels like a Wikipedia article come to life. Everything is chronological, and nothing is really controversial. Given Freddie Mercury's story, we know there must be some controversy. It feels as if the writers shoehorned key parts of the story without a real narrative arc. Watching it now, it seems generated by AI.
How Buyers Spot AI Content
Bohemian Crap-sody
That's right. AI content often reads like a bland Wikipedia article.
"Queen is a British rock band formed in London..."
"Sales is a vital component of any business..."
If I read anything with a first line like the above, I can immediately tell that its AI sales content.
If an email has perfect grammar and sophisticated vocabulary, whilst still feeling vague and impersonal, then I immediately assume its an example of a ChatGPT sales emails.
This is an instant no for me. Its clearly not authentic sales messaging, and because its not authentic, I will not waste my time reading it.
And you can bet that your B2B prospects feel the same way. Whatever great points or insights you aim to make will be lost due to your reliance on AI sales content.
Buzzword Bingo
If you've ever participated in the British pastime of "buzzword bingo" during a lengthy marketing meeting, you won’t need Bletchley Park to decode AI sales content. My top three most hated buzzwords used liberally by AI are:
"Synergy" /ˈsɪnədʒi/: Used by 23-year-old marketing graduates to justify inappropriate decision-making (e.g., "Let’s leverage our synergies!").
"Leverage" /ˈlɛvərɪdʒ/: To use something in a way that sounds impressive (e.g., "We need to leverage our core competencies to synergise cross-functional deliverables").
"Ideation" /ˌaɪ.diˈeɪ.ʃən/: To have an idea in a group, rebranded to justify expensive brainstorming sessions (e.g., "Let’s schedule an ideation session to blue-sky this pain point").
Great B2B sellers use real language that supports authentic sales messaging.
When I started my sales career, I felt disingenuous using terms like "deep dive" and "disruptive." However, a senior sales leader praised my authenticity. I realised that using my own language demonstrated integrity and confidence.
🔥 Words Are NOT Enough 💪
When I see emojis, uppercase letters, or unusual fonts in a blog post, I immediately think AI sales content, and click away as fast as I can.
If I see them in an email, I immediately scream to myself "more ChatGPT sales emails" and run away as fast as I can.
By doing this, you are showing me that:
You are attempting to attract unwarranted attention by dressing up your post in gimmicks.
You've just discovered ChatGPT, thinking no one will notice you've used it to create content easily.
Showing humour and being relatable is essential. However, we are professional B2B sellers aiming to solve serious problems. We are not just sharing jokes with friends on WhatsApp.
You Are Not Em-Dashing Anything
As you read this blog, are you truly enjoying it? You should be—it’s quite entertaining!
Good writers use dashes to improve the flow. But after witnessing an influx of AI sales content, I've developed an aversion to them. Even when dashes might enhance a sentence, I refuse to use them. Human writing varies in tone; AI sticks to a formula.
Americanism's, Americanism's Everywhere
Another pet peeve is the tone from the stereotypical "American Sales Bros." You know who I'm talking about.
It amazes me when a well-crafted and insightful post receives minimal engagement. Meanwhile, "Sales Bro # 128" shares a post about their latest luxury purchase and gets tons of interaction.
AI sounds like every "Sales Bro" or random guru you've encountered. To a Brit, this tone feels inauthentic and instantly off-putting. B2B buyer trust is essential in sales, and if your tone resembles that of a gimmicky salesperson, your credibility vanishes. If your email feels disingenuous and has the tone of somebody trying to be someone they're not, then it will be put on the ChatGPT sales email list and thrown away. Sorry.
Good writing displays personality, while great writing is clear and insightful AI sales content achieves neither.
Repeating Words. A Lot. Often. Repeating Words A Lot. Often. Did I Just Say That?
Try this simple test. Jot down two or three points, and then ask AI to create content based on them.
I bet you'll find that the AI sales content has a considerably higher word count than your own. You get bonus points if you notice a long-winded narrative struggling to convey basic ideas.
Word count alone will not engage readers or build authority. Clear and concise points are far more effective.
I will not pay.
Why AI Messaging Kills Trust
It doesn’t matter how compelling or insightful AI sales content may be; readers will recognise that it wasn’t written by you.
Consequently, it becomes untrustworthy. Once in a state of insincerity, you will struggle to regain the B2B buyer trust needed for successful sales. Without such B2B buyer trust, there are no sales. Your sales pitch WILL fail.
Buyers are more than twice as likely to recommend a company they trust and nearly twice as likely to pay a premium to continue working with them.
How to Write Authentic Sales Content
Commit to writing honestly, using your own language and style. Integrity is vital in tech B2B sales, especially in complex deals with multiple stakeholders. A few typos or grammar errors in an engaging article will always be more effective than a perfectly polished AI sales content.
Use real examples and share your narrative. These stories captivate readers far more than a collection of buzzwords and gimmicks.
Through storytelling, information retention rates can soar from 5–10% to as high as 65–70%.
Like The Beatles, focus on being all killer and no filler. Why use 50 AI-generated words when ten of your own can convey the message more clearly and believably?
Always own and be accountable for what you write in your name. If you don't, then you will lose any B2B buyer trust you may have had, and without that trust, you will sell nothing.
Learn more about our unique problem-centred approach to selling and the five sales frameworks that power performance.
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