Building for an unglamorous B2B niche — anyone else here doing this?

I've spent the last while building Failures Now — failure tracking and preventive maintenance for industrial plants, aligned to ISO 14224. Not a flashy category. Most of my target users still track equipment failures on paper, Excel, or WhatsApp.

The tension I keep running into: the market is real and underserved, but it's genuinely hard to make "industrial maintenance software" sound interesting to anyone outside the industry — even though the problem (unplanned downtime, no failure traceability) is expensive and real.

Curious if others here have built for a similarly "boring" vertical — how did you think about positioning something useful-but-unsexy? Did you lean into the boring-ness, or try to make it feel more exciting than it is?