OK, so YouTube and Facebook only come out on top (pardon the pun) in terms of mentions and search terms online, but David McCandless - author of Knowledge is Beautiful - certainly knows how to grab the attention of an audience.
Last week I decided to do something productive with my Monday evening and went to see David talk about his new book (mentioned above). He shared an array of infographics and data visualisations exploring the relationships & patterns between numbers, ideas, facts and world-views. A Monday evening well spent!
David is data visualisation royalty. Why? I believe it’s his ability to articulate often complex data into insights that can engage and excite audiences. So, I was thinking, is there a lesson in there for B2B marketing? And no, the answer isn’t just create more infographics (although, not a bad idea).
Our B2B clients say that creative content, based on a compelling idea, is their most effective sales tool. However, CMOs also tell us that a lack of ideas is now posing a real challenge to them achieving their marketing goals.
Like David McCandless, B2B marketers work with complex information but in the form of specialist knowledge inherent in their products and services. However, this knowledge alone is not a differentiator in crowded markets. What’s the answer? I believe that those advisors who best articulate their specialist knowledge into ideas that truly lead, will be positioned to win.
Great ideas require some great thinking. Our 4D thought leadership model could be a good place to start.
For more information on our 4D model, download our Follow the Leader whitepaper.
And there’s more. In the New Year, we will be exploring: Is B2B marketing facing a crisis of creativity? To register your interest in receiving the full report get in touch: [email protected]