The B2B Tech Marketing Problem – Engaging the Buyer with Complex Technical Offerings using Stock Images with Text

As a B2B Tech Marketing leader, the struggle to achieve client understanding and engagement with your complex offerings in a crowded marketplace across a broad array of marketing channels is not easy. Your offering is complex and layered, leaving your buyer with little time to make a decisive decision about your offering. And even the most well-formed, comprehensive multi-channel go-to-market program can fall dead when the client does not get the point of your complex, nuanced technical offering. Often, they simply cannot see the actual use case. And trying to force-fit stock images and text for your content strategy makes it that more difficult. Yet, the majority of B2B Tech enterprises still rely primarily on text and branded stock images for their content strategy across all marketing programs.

Cisco Opensource Community Visual Portal

So are all Branded Stock Images with Text Bad?

No, they have their place. They do give you a brand identity and make your website and marketing materials look professional. In consumer environments, they reign king. However, for a B2B Tech enterprise to rely on them to explain and engage their buyer with their technical, complex, layered, and nuanced offerings is not well-advised. Most technical innovations fail not because they do not truly offer differentiated value, but because the marketplace simply did not understand them.

HP Citrix Cloud Solution Pictogram Sketch

The Solution for B2B Tech Marketing? Custom Visual Illustrated Storyboards drive Client Understanding and Engagement

Frame Concepts has solved this problem by leveraging blank-page pencil sketch ideation storyboards that visually show your offering’s point and value in a single, custom visual storyboard. The storyboards are created by experienced B2B tech professional illustrators and information designers on blank pages and are hand-crafted to visualize the point and value of your unique technical offering. With each iteration, the visual story tightens until we arrive at a compelling, easy-to-understand visual narrative that shows both the point and value of your innovative offering.

HP Citrix Enterprise Mobility Puzzle Pictogram

How Does it Work Across all of my Marketing and Sales Enablement Programs?

Frame Visual Deliverables Process

The illustrated storyboards are first created on blank pages after a kickoff ideation session and a review of reference material, and are followed up with rapid pencil sketch iterations to create a compelling, easily understandable visual storyboard that unpacks your offering’s core story and value. Each of these approved storyboards forms the blueprint for all of the relevant outputs for a comprehensive multichannel B2B Tech go-to-market program, including:

  • Product Marketing Solution Pictograms and Explainer Video
  • Sales Enablement Visual Presentations and Interactive Visual Decision Tools
  • Consultants’ Vision Maps and Strategic Pursuit Pictograms
  • Content Marketing Program Infographics and Visual Interactive eBooks
  • Event Visual Posters and Interactive Kiosks
  • Basically, your entire B2B Tech Marketing content stack.

Positioning Your Visual Solution to Multiple Audiences

Every output is informed by the pencil sketch storyboard, and our team of illustrators, animators, and interactive programmers is directed by the lead concept artist, who develops the storyboards and remains as the client lead for the entire duration of the project. And because we have been exclusively focused on B2B Tech Marketing programs for over 15 years, we have refined the process to deliver even against the tightest SLAs.

HP Client Virtualization Explainer Video

Complex Technical Offerings Meet Custom Visual Explanations – Kind of Makes Sense, Doesn’t It?

While it might be easy to jam a stock image with text on your marketing output, it won’t move the needle for client understanding and engagement for your complex, layered, technical offering. While there is defined differentiation buried in your technical offering, a stock image is unlikely to do the job of unpacking and conveying that to your buyer. Complex innovation requires custom, storyboarded visuals to effectively convey the point and value. The good news is that the buyer truly wants to research and purchase the correct solution for their business environment. We just want, given their limited bandwidth and attention, to make it easy for them to see your differentiation before they make that decision.

Strategic Pursuit Pictogram Sketch

As a B2B Tech Marketing leader, the best gift you can give your marketing teams is Client Understanding and Engagement

To state the obvious, when the client does not get your offerings when presented with your content, it’s going to hit all of your marketing program metrics – buyer engagement will be down, lead generation and sales cycles will be slow or stalled, conversion rates will go down even to zero, and marketing staff morale is at an all-time low.  As a B2B Tech Marketing leader trying to drive success in all your programs – product marketing, content marketing, digital marketing, events, sales enablement, and alliance marketing – all of these programs suffer when the client does not understand your offering. Stop trying to solve it with more branded stock photos and text. Give each of your marketing functions the best gift you can – give them client understanding and engagement with custom visual content that actually speaks to the point and value of your technical offering. And as an extra bonus, with everything driven from the same visual blueprint, your vision is realized across all your marketing and sales functions.

D&B Infographic Series

Ready to Make the Shift from Client Indifference to Client Understanding and Engagement?

For over 15 years, leading tech enterprises such as Microsoft, HP, Cisco, Dell, GE, D&B, RSA, and a host of innovative tech startups have made the shift from stock images and text to visual storyboards to inform all of their go-to-market programs.

Data Analytics Platform Infographic

It’s easy to get started.

And while your technical offerings may be complex, layered, and nuanced, Frame does the heavy lifting, developing every aspect of each visual output, including the initial content outline, written narrative, and storyboard, and the creative production team of illustrators, animators, and interactive programmers transforms the storyboards into relevant, engaging visual assets for each of your marketing programs. Just provide your clunky reference materials and make yourself available for a kickoff session to steer your vision, and the ball is in our court. We even iterate and share pencil sketches at key production milestones, so you can approve the visual direction at every stage of the production process.

RSA Solution Selector

Click here to book a live consultation and ideate approaches over live samples for your B2B tech go-to-market programs.

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