B2B technology companies going visual

B2B Technology organisations are starting to deploy both engaging and explanatory communication solutions that are make dramatic improvements on their bottom line.

With the deadly stakes of marketplace adoption at the go-to-market table, B2B technology companies are facing the challenge of leveraging technically complex innovation to be market leaders while not actually distancing themselves from the minds and pocketbooks of potential buyers.

Stephen Gamble, CEO and Founder of Frame Concepts, a B2B Technology Visual Explanation company and with over 20 years of marketing B2B technology solutions for large technology innovators such as IBM and a host of innovative start-ups says there is a new hybrid communication craft that has matured in the media world with publications such as New York Times and Fast Company that is now being adopted to solve the B2B Technology communication riddle. And the answer is – keep the market differentiation with innovation but enable market understanding and engagement with visual explanations informed by information design.

The craft of information design can now bring complex offerings back from a point of marketplace indifference and confusion, to one of understanding and engagement. And the new best of the breed information design offerings like Frame Concepts are not actually formed by designers but technology business veterans who have suffered the plight of advancing technology offerings only to be forced to choose between the traditional graphic design/copywriter interactive agency where there are no robust explanation offerings or a technical writing agency that offers no compelling engagement.

And while its early days for B2B Technology firms to deploy this new craft – it appears clever adoption of innovation in information design may mean that these firms do not have to throw out the bath with the bath water. Firms can and should continue to distance themselves by designing new offerings that deliver value and differentiate themselves from the pack – the only difference is that they should complement innovation with visual, intuitive explanatory communications so their intended marketplace is along for the ride.