How can the visual design and messaging of a campaign be integral to providing a cohesive experience for the target audience?

• Messaging and content should be funnel specific and aligned with the buyer jobs to be done. I have used the Gartner B2B Buying methodology which is based on the foundation that the buyer’s journey involves a common set of “jobs” that must be completed to their satisfaction before they decide to buy. To enable buying, marketers need to meaningfully help buyers complete a set of specific buying “jobs” including:
• Problem identification - Thought leadership content, blogs
• Solution exploration - E-books, E-guides
• Requirements building - Checklists, Cheat Sheets
• Vendor selection - Analyst content such as Gartner MQ and Forrester Wave
• Validation and consensus building - Success stories and customer testimonials
• Webinars work across all of the above

• Visual design plays a crucial role in making sure the buyer experience is cohesive. The way I have ensured this is by looping in the creative team early on and sharing the campaign strategy and timeline with them so they can see the big picture and can create consistent visuals

The visual design and messaging is integral because it taps into emotion. You want people to feel the emotion from the story you are telling from the words you use through to the visuals they see.

These elements also bring the story together across every touch point. Some people are visual learners others are readers. Using multiple mediums helps reach your audience where they are at.

Have you ever interacted with a brand where the emotion you feel is consistent? Perhaps they make you feel like you are having fun doing a task or motivation to get something done. This is where loyalty is built.