The explosion of B2B digital services has changed the landscape for publishers. A new application financed by a fundraiser can be launched in a few months. Professionals now have a choice when they want to subscribe to a new service. You must therefore stand out from the competition, in one way or another, to be preferred and ideally chosen. The pre-sales phase can begin, with everyone putting forward their promises, arguments and benefits. However, this seductive exercise should not result in excessive marketing fever in the application itself.
The temptation is often there, that of giving a more “selling” look to functionalities. Whether it's graphic formatting or even their names. The fear, perhaps, that the prospect will not receive the service at its fair value, that he will not be seduced from the first connection.
The marketing of the service must not alter the use. Even if the application remains a contact point full of opportunities between the publisher and the customer, it is preferable not to overload the experience with sophisticated, anglicized formulas that are too far from the context and reality of the user.