The first thing you will have to do is stop looking at your product or service like a consumer, and start looking at it as a marketer. Consumers get snared and engrossed by the message and don't see beyond the purchase. Marketers are focused on understanding customers' needs, wants and deeper desires and then delivering on those in the form of an offer.
Focus on your ideal client and explore how your product or service will help them achieve those deep desires and wants. Don't snicker. If your product is technical or industrial, remember that B2B customers are people too. Explore what your project means to them, will it help them get a promotion, be a hero, invent or develop something new?
Think bigger and beyond the tangible.