B2B SaaS messaging is crazy nuanced, unpredictable, and difficult.

Yet there are so many one-liners (those crisp, simplified takes) flattening this complexity.

They feel “true” because they look simple and “logical” but they can’t make sense of the messaging chaos B2B SaaS companies grow into.

And I’m not talking about early-stage B2B SaaS. Those have their own messaging struggles but things get way messier as they grow.

I’m talking about enterprise-ready B2B SaaS. Companies that cover or monopolize big operational or infrastructural chunks for their clients.

Think: compliance & risk management, HR & people ops, procurement, ERP, supply chain, data infrastructure, AEC (architecture, engineering, and construction) to name a few …

The scale of their product, as well as their ecosystem, makes messaging brutally hard.

In most cases, these B2B SaaS companies:

• develop multiple products under the same umbrella
• build multiple modules, features, sub-features
• keep launching new capabilities frequently
• offer intricate infrastructure elements (API, AI, security, compliance)
• branch to multiple verticals & markets, high-stakes included
• serve multiple types of (enterprise) users
• cover countless use cases
• might involve high-stakes scenarios (SaaS tools that cover statutory compliance)
• open multiple virtual or / and physical offices around the globe
• have a big remote or distributed team

These attributes act as add-on variables that increase messaging complexity.

Not only that, but we also have to consider the intricacies of the entire B2B SaaS scouting and procurement process, which usually involves a buying committee. This committee might include a wide variety of people, from decision-makers to end users.

And when an enterprise is ready to invest in a B2B SaaS that reconfigures its foundational ops, the buying committee will show a much higher degree of diligence.

And this diligence comes with a deep analysis and engagement with multiple communication artifacts the B2B SaaS company offers …

Before the procurement:

• website
• demos, product tours
• public API docs
• discovery calls
• sales decks
• technical demos
• proof of concept, pilot walkthrough
• executive demos
• in-person meetings

After the procurement:

• onboarding materials
• onboarding meetings with the client’s team
• implementation support
• training & enablement
• user docs

And every single asset must stay appealing & coherent at every stage. It also must simplify the complexity of the B2B SaaS product without flattening its depth.

That’s the real “math” of B2B SaaS messaging. How do you manage that?

Only by creating a strong messaging foundation.

Something you can fall back to whenever things get messy.

And that’s … software taxonomy, feature prioritization, and info architecture (not UX) … or how you group, nest, name, prioritize, and present your software capabilities.

That’s the structural logic that organizes your messaging.