The reality of Europe’s critical B2B SaaS
Slack wasn't always Slack.
Before it became the default way teams communicate, it was a failed gaming company's internal chat tool. Before "where work happens" became obvious, they struggled to explain why anyone needed another chat app.
Salesforce wasn't always the CRM everyone knows.
Marc Benioff had to invent "No Software" as a rallying cry because enterprise buyers couldn't imagine why they'd want cloud-based anything.
Notion wasn't always the darling of productivity nerds.
For years, they couldn't explain what they even were. A wiki? A doc tool? A database?
Here's what we forget when we look at slick landing pages and seamless product experiences: These companies didn't start there.
They started messy. But the polish came after the story got right.
The European B2B reality
Most of the software shaping Europe's future - the stuff running factories, energy grids, public services, complex supply chains - doesn't start with a clear narrative.
It starts with:
- A pitch deck nobody understands
- A landing page full of "next-gen" nothingness
- A founder explaining the product three different ways in one call
This isn't a marketing problem. It's a clarity problem.
What we see all the time
A strong product built by a smart team. A head full of edge cases, technical complexity, and ambition. A go-to-market story that makes people squint.
Nobody clicks. Nobody gets it. Nobody sticks around long enough to see how good the product actually is.
Not because the product isn't good. Because the story isn't clear.
The founding story problem
The CTO sees it as an infrastructure play. The CEO sees it as a transformation story. The head of sales sees it as a replacement tool. The investor sees it as a platform.
They're all right. And they're all talking past each other.
So the messaging becomes a compromise that says everything and means nothing.
"Our AI-powered platform leverages cutting-edge technology to deliver next-generation solutions..."
Cool. What does it do? And why should I care?
The best products often have the worst first stories. Because the people building them are too close to see what's remarkable.
Where European B2Bs get stuck
In Europe, we build incredibly sophisticated software. Deep technical moats. Complex systems.
But we struggle with the narrative side.
Here's the thing: complexity in the product doesn't require complexity in the story.
In fact, the more complex the product, the simpler the story needs to be.
Your prospect doesn't need to understand how it works. They need to understand what changes when they use it.
That’s where we come in
At ++addmore, we work with European B2B teams building software that matters but hasn't quite found the story that lands.
We don't do cute taglines. We don't do marketing theater. We don't make your deck prettier.
We do the hard work of making your product make sense to someone who doesn't live inside your head.
The fix starts here:
→ One clear narrative your team can use everywhere
→ Sharp positioning you can actually sell from
→ Messaging that makes investors nod and customers reply
We call it the Narrative Lab.
It's not a rebrand. It's a rebuild of the foundation your go-to-market stands on.
What changes when you finally get it right
Your sales team stops improvising. They all tell the same story.
Your investors stop asking "but what is it really?" They get it in five minutes.
Your prospects stop ghosting. They understand what you do and why it matters.
Your content actually compounds. Every piece reinforces the same core narrative.
One clear narrative. Used everywhere. That's the unlock.
If all that sounds familiar
If your launch feels messy and your story's still a work in progress, you're not alone.
Most of the software you use every day started exactly where you are. Messy story. Brilliant product. Frustrated team wondering why nobody clicks.
The difference between them and the companies that never broke through?
They fixed the "nobody gets it" part.
The rest gets easier after that.
