Translating tech for the people who decide
A decade of B2B content has taught me one thing. The buyer is almost never the user, and the words have to work for both.
The buyer is almost never the user. In B2B, the person who has to live with the product day to day is not the person who has to approve buying it. The user wants speed and features, while the approver wants, more than anything else, not to get fired six months from now. Your content has to write for both of them inside the same piece, and that's harder than it sounds because the two audiences read very differently.
For the user, the question is how the thing actually works, and the right answer involves something with code in it: the shape of the API, the time to first successful deployment, and how the SDK handles the edge cases an experienced developer is already imagining. For the approver, the question is what could go wrong, and the right answer involves uptime histories, regulatory posture, and a defensible comparison to whatever alternative they will eventually be cross-examined about in their own review meeting.
Most B2B copy fails because it tries to do both with one voice on one page and ends up serving neither audience well. I write it as two layers in the same piece. The same body of content, but with two distinct reading paths through it. The user scrolls one way and reads the technical layer; the approver scrolls a different way and reads the risk layer. Both find what they came for, and they don't have to wade through the other person's questions to find it.