How Neural Chunking Works in B2B Tech Marketing
by Scott Stransky | April 9, 2025
Ever wonder why Spanish tapas and Portuguese petiscos come as small, shareable plates? Or why phone numbers are formatted as XXX-XXX-XXXX instead of XXXXXXXXXX?
It’s not random. Small plates allow you to enjoy multiple dishes without getting too full. And the numbers come in digestible chunks because our brains naturally ingest information better when it’s split in small, logical units.
Neural chunking is exactly that — it represents how the human brain processes and stores large volumes of aggregated information by breaking it into small, meaningful groups (or “chunks”).
For marketers — especially those in the B2B tech industry, where messaging is often complex and sometimes convoluted — understanding and applying neural chunking can help make your messaging stickier. That is, assuming you’re looking to improve messaging recall, engagement, and conversion.
If it all sounds a little too clinical or complicated, the good news is that you don’t need to be a neuroscience expert or practicing psychologist to use neural chunking to your advantage.
5 Ways to apply neural chunking to your tech marketing
1. Structure content into clear, thematic sections
Instead of overwhelming your audience with large walls of text, break information into smaller, thematic sections using:
- Headings & subheadings to guide readers through logical progressions.
- Bullet points & lists for quick consumption of key points.
- Infographics & visual summaries to provide a snapshot of complex data.
Even if you’ve done your homework and know your audience, you shouldn’t assume that the reader will simply know certain terms or concepts. Instead, “chunk out” the ideas and topics you want to discuss into small, logical segments — not only in formatting, but also in logic and description as well.
Make sure that the ideas flow nicely together and make sense as part of a bigger idea in which different concepts and components are easily linked together mentally.
Nope, this isn’t groundbreaking information. But it is something to keep in mind whether you’re writing a white paper or just a social media post for LinkedIn.
🔹 Example: A whitepaper on AI-powered cybersecurity could be structured into easy-to-understand sections like Threat Detection, Incident Response, and Compliance & Regulations instead of less-focused, explanatory headings and an unstructured narrative.
2. Use the “Rule of Three” for key takeaways
You may have heard of the “Rule of Three,” in which the brain remembers information best when grouped in threes. It’s one reason why SaaS pricing (and our own) is offered in 3 tiers. It’s also why the most memorable phrases in history like “I came, I saw, I conquered” leave an indelible mark on our psyche.
The Rule of 3 in marketing content? Easy. Present your core ideas in triads:
- Three major benefits of your product.
- Three steps in a framework or process.
- Three use cases to illustrate your point.
🔹 Example: Instead of listing all the features of a cloud security platform, emphasize “Secure, Scale, Simplify” as the three pillars of your messaging.
3. Create progressive content journeys
Look at how most marketing content is produced and delivered. Usually a piece of content is created to align with an Awareness, Consideration, or Decision stage (hey! Rule of 3) of a conventional buying journey.
But the content in each stage tries to give you ALL the information you’ll need to become aware, or ALL the information you need to consider in your own journey. It’s overwhelming and, more importantly, not memorable.
This is especially the case in customer success stories, which tend to either be boring, clinical “look at me!” pieces or comprehensive narratives barely distinguishable from novellas.
Instead, break the content journey down into even smaller bits that align with individual steps prospective customers take in the purchase process. It’s more than just awareness → consideration → decision.
Instead, look at it as:
- Problem identification and qualification
- Buying motivations and criteria
- Selection criteria and Day 1 solution/vendor list building
- Vendor comparison and internal selection process
- Onboarding and adoption
- Implementation and optimization
Guide prospects through a sequence of digestible content pieces that gradually build upon one another.
🔹 Example: Instead of cramming a lot of information into a lengthy story, a B2B SaaS company might create a six-part customer testimonial series, where each testimonial asset focuses on one specific phase of their buying process.
4. Use repetitive & reinforcing messaging (without being redundant)
In modern neuroscience, everything is a skill that can be trained or untrained. Literally everything about who you are — how you think, how you react, how you adapt — is a function of your own personal life experiences, repeated over time.
Repetition strengthens memory retention and action — but it must be done creatively:
- Reinforce key points across different formats (e.g., a webinar takeaway echoed in a LinkedIn post).
- Repeat core phrases or taglines to build brand recall.
- Use storytelling to reintroduce concepts in varied but related ways.
🔹 Example: A company promoting its “Zero Trust Security Model” can repeat the concept in webinars, blog posts, and case studies while framing it differently each time (e.g., “Zero Trust in Remote Work,” “Zero Trust for DevOps”).
5. Apply visual & spatial chunking for digital content
One of the core tenets of good user experiences (UX) is the mantra “don’t make me think.” That is, content should be designed to make it as easy as possible for your intended audience to understand…and remember it.
Help them out by easing the cognitive load:
- Employ a lot of white space and short paragraphs to improve readability.
- Use icons & symbols instead of words for a quick visual reference and to guide attention.
- Chunk content visually with modular content formats (e.g., carousel posts, numbered sections in emails) to make key messages easier to recall.
🔹 Example: A B2B software company presenting product updates could use a carousel on LinkedIn, where each slide covers a single update instead of listing everything in a dense, text-heavy post.
Chunky ain’t just for salsa
Neural chunking is a key element of human memory. It’s where and how we store both physical and emotional memories — usually together. By applying neural chunking concepts to content, B2B marketers can make their messaging more digestible, impactful, and memorable — ultimately driving better engagement and, hopefully, revenue.