Data visualization empowers B2B marketers to get their message across. However, if not utilized correctly can do more harm than good.
The power of data visualization cannot be underestimated. With the surge in data at an exponential rate along with its growing complexity, B2B marketers need tools, such as data visualization, to make sense of the information available at their disposal.
As humans are more receptive to visualizing information, more neurons in the brain are focused on vision than all the other senses combined. In fact, as per MIT’s research, the human brain can identify images as seen as little as 13 milliseconds. Meaning whether it is the key findings of a report, creating a digestible summary of a story for the media, or a sensational presentation for the annual industry conference, infographics are an excellent way for the B2B marketers to communicate insights and arguments. But, data visualization is not without its shortcomings. If not utilized well, instead of delivering value to the customers, it will only confuse them since creators of infographics often are focused on being clever than clear.
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Here are a few ways that B2B marketers can use their visualization to inform, engage and inspire their customers, stakeholders and suppliers of their data.
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Keep it straightforward
B2B marketers should collaborate with the creative team to help them understand that the visuals are not only for making data. They are for making it understandable. Having detailed data can be difficult for even the most knowledgeable audience. Instead, CMOs should use simple shapes such as rectangle and circles to represent the numbers which will make them instinctively comprehensible. Therefore, CMOs should keep it simple to help their audience understand even the most complex message.
They should resist the urge to make the visualization look decorative or opt for different shades of colors. If they overdo it, they can end up with a rainbow-colored mess that the target audience will find deeply puzzling.
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Being selective with data
The second important rule that B2B marketers should keep in mind is not cramming every piece of data they have. While they have spent a considerable amount of time and resources gathering it, it does not mean that they translate to insights their audience is seeking.
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Understand the message carefully
B2B marketers are experts in messaging and knowing their target audience. Therefore, they should have a clear understanding of how they can communicate the first to the second. It is only after knowing what their story is that they can begin to think about they want to show it visually to their target audience.
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A carefully crafted story translates to all the visualizations that are simple and to the point. Planning a story as well as trusting it makes the visualization much more effective and easier.
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Choose the right type of chart to convey the message
Not all charts are equally effective in conveying the message. Different charts are suited to different types of data and different types of stories. A bar chart can enable B2B marketers to compare numbers while the line charts are good at highlighting changes in a particular metric. With pie charts, B2B marketers can break down the composition of a total like how their annual sales break down into different products.
Instead of always relying on aesthetic visuals, B2B marketers should trust their message to do the heavy lifting. They should have a good and strong message that resonates with their audience and a clear, strong visual that is paired right down to the essentials.
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