Picture This: The Impact of Visual Storytelling in B2B Marketing 

Picture This: The Impact of Visual Storytelling in B2B Marketing

Table of Contents

  • Justine
  • May 10, 2023

Marketing is tricky in today’s fast-paced world, especially in the B2B industry. Competition is fierce, and everyone’s attention span is only getting shorter.1

Organizations often need help communicating their products or services to potential clients effectively. Many marketers tend to emphasize the technical aspects of their offerings, which can lead to a lack of engagement with their audience.

How can B2B marketers create a lasting impact? The answer lies in visual storytelling. It’s an excellent tool to overcome challenges in marketing and achieve success. We’ll explore its effect and how to create compelling visual content.

The Power of Visual Storytelling: Why It Works and How to Do It Right 

Visual storytelling is all about using images, videos, and other visual elements to tell a story or convey a message. Think of it like a storybook but for grown-ups. And it’s been around for ages! Why? Because it works!

Let’s be real. Who doesn’t love a good story? Using visual storytelling in your marketing:

  • Humanizes your brand
  • Makes you more relatable
  • Helps you connect with your audience personally

It’s like adding a little extra spice to your marketing dish. What better way to do that than by telling a story that resonates with them?

If we’re all bombarded with information every day, any content out there will stand out with a good story. It’s not just about throwing numbers and charts at your audience anymore. People want the whole package—the story behind your brand, your values, and how you can help them reach their goals.


The Benefits of Using Visual Storytelling in B2B Marketing 

Visual storytelling can help you cut through the noise and leave a lasting impression, whether it’s an eye-catching infographic or a captivating video.

It’s not just fantastic but also super practical.


1. More Engagement

Plain text just isn’t as engaging as visual content. People are also way more likely to share a cool infographic or snappy video.


2. Improves Brand Perception

Like a Tinder date, creating a connection with your audience gives them a reason to care about you. It also establishes trust and credibility.


3. Better Retention

People remember images better than text.2 And visual storytelling can drill your message into your audience’s minds than the text they’ll likely forget right after reading.


4. Drive Business Growth

Simplifying complex ideas and making them more understandable can increase conversion rates and boost your sales and revenue.


Creating Compelling Content for B2B Marketing 

Making effective visual content for B2B marketing can be tricky. Here are some tips to help you get started:


1. Know your audience.

Before diving into any visual content creation, get to know your audience. Figure out what makes them tick. That way, you can tailor your visual content to their needs and interests.


2. Tell a story.

Visual storytelling is all about weaving a compelling tale. Ensure your story is relevant to your audience, keeping them engaged from start to finish. It doesn’t have to be the most extraordinary adventure tale they’ll hear, but it can’t be generic and mediocre, either.


3. Go for quality.

Don’t skimp on the visuals. Investing in high-quality visuals will elevate your brand and likely hook whoever is engaging with it.

If you have to, introduce a graphic artist to your team to help you create stunning visuals or get a photographer who can take exceptional photographs of people, scenes, or mundane things.


4. Keep it simple.

Visuals are supposed to simplify complex ideas and not make them even more confusing. This doesn’t mean you should keep from abstract or thought-provoking works of art.

If your visuals make sense, go for it!


5. Stay on-brand.

Visual storytelling should be consistent with your brand voice and messaging. This builds brand recognition and helps establish trust with your audience.

The last thing you’d want your visuals to convey is something different from your branding. Keep in mind what your brand personality is and what your company stands for, and you’ll never lose track.


The Visual Storytelling Scorecard: How to Evaluate the Effectiveness of Your B2B Marketing Content 

So, you’ve invested in creating visual content for your B2B marketing efforts. How do you know if it’s actually working?

Keep an eye on revenue, customer acquisition, and retention to truly understand the impact of your visual content.


1. Engagement

Are people liking, commenting, and sharing your visual content? These are simple ways to gauge if your content is leaving a mark on your customers.

High engagement rates mean your content strikes a chord with your audience.


2. Brand Awareness

Aside from engaging in the content itself, are people talking about your brand?

Tracking metrics like website traffic, social media followers, and brand mentions can give you a sense of whether your visuals are building awareness and recognition.


3. Website Traffic

Analyze website traffic to see if your visuals are driving engagement. Ask yourself these questions:

  • Are people spending more time on your website because of your visual content?
  • Are they navigating to other parts of your website?
  • Are they reading your other content?


4. Conversion Rates and Sales

Tracking conversion rates and sales metrics like revenue and customer retention can show you the real impact of your visual storytelling efforts. Are your visuals leading to more leads and sales?

These are the most common things companies look for after implementing a strategy, but remember that these are not always the prime metricss to base success on.


Are These Mistakes Killing Your Strategy?  

Are you still waiting for your desired results? You may be making some common mistakes that are hurting your impact.


1. Are you focusing too much on style over substance?

We get it. You want your product to shine. But don’t forget that people relate to stories, and if you can tell a compelling one, you’ll build trust and engagement more effectively.

Don’t let your product steal the show; it should support the story, not be the star.


2. Don’t be a directionless wonder!

Don’t just throw visuals together and hope for the best. At the same time, don’t overstuff your content either. You need a clear strategy that aligns with your branding and messaging.

Additionally, don’t post the same content on all your social media. It’s like serving the same meal to everyone at a dinner party. Treat your audience uniquely and tailor your content to their specific platform cravings.


3. Are you using low-quality visuals?

Using generic stock images makes your brand generic and unremarkable.

Ditch the generic stuff and create original images or custom illustrations that align with your brand’s visual identity and messaging.


4. Don’t forget about accessibility.

Not everyone experiences visuals in the same way. Make sure your visual content is accessible to everyone by incorporating alt text, providing captions, and using large fonts.

Inclusivity is cool, after all!


5. Is your content mobile-optimized?

You’re probably reading this on your mobile right now, and chances are, your audience will do the same. Make sure your visuals are easy to view and navigate on a mobile device, use readable fonts, and avoid small details that may be hard to see on a smaller screen.

Oh, and speedy load times are a must!


6. Trust the data.

Track and measure the effectiveness of your visual storytelling using metrics such as engagement rate, click-through rate, and conversion rate.

This will help you understand what’s working and what’s not, so that you can adjust your strategy accordingly. Ignoring data can lead to missed opportunities for growth and improvement.



Are you tired of creating B2B marketing content that falls flat? Are you looking for a way to engage your audience, build trust, and drive business? You can count on Allied Insight!

We’ll help you create compelling visual content that tells your brand’s story, resonates with your audience, and drives results.

Contact us today to learn more about how we can help you achieve B2B marketing success through visual storytelling.



  1. LaMotte, Sandee. “Your attention span is shrinking, studies say. Here’s how to stay focused.” CNN health, Jan. 11, 2023, https://edition.cnn.com/2023/01/11/health/short-attention-span-wellness/index.html
  1. Pounsford, Mike. “Pictures are more memorable”. LinkedIn, Jul. 18, 2022, https://www.linkedin.com/pulse/pictures-more-memorable-mike-pounsford?trk=pulse-article_more-articles_related-content-card


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