Infographics for Business-to-Business Marketing

Infographics can be highly effective in B2B marketing for several reasons. We explore a few of these in this blog.

An oft-quoted (though unsubstantiated) claim states that “people process visual information 60,000 times faster than text.” MIT research  in 2014 does verify that the brain can process images within 13 milliseconds – much faster than reading and comprehending a blurb of text. In our social media age of short attention spans, this gives infographics an advantage over other forms of marketing collateral.

A study performed by 3M and the University of Minnesota on the role of visual presentation in persuasion found that visual presentations increased persuasion by 43%. The persuasion model used in the study measured attention, comprehension, agreement, and retention, which were all improved by visual presentations compared to presentations without visuals.

Educators have long understood the value of visual learning in the classroom because 65% of students are visual learners. Business marketing is an educational process as well, as illustrated by the marketing model known as AIDA: attention (or awareness), interest, desire, and action. The business buyer’s journey is the progression of a prospect through these stages. While the business-to-consumer buyer might progress more quickly from awareness to action, the B2B sales cycle is longer due to the higher risk involved in making large purchases. Thus, B2B buyers need to be educated on how the business investment can benefit them.

It’s up to us as marketers to create the path for the buyer’s journey with suitable content for each stage. Infographics are well suited for the initial stage of attention/awareness. See a few samples here.

Awareness usually results when a buyer conducts research that brings a company to their attention. Infographics can increase a company’s chances of discovery because they are easily found in search results, especially if [infographic] is included in the title.

Infographics are considered as valuable as white papers as a form of content marketing that B2B marketers prefer. Learn about a package that Hoffman offers to develop both a white paper and an infographic.

Because infographics contain valuable research, they are increasingly being used as offered content for lead generation.

Infographics also grab attention with their colorful graphics. Studies compiled in the article, 20 Ways to Share Color Knowledge, found that color alone can increase readers’ attention spans and recall by 82%. While infographics are a high-engagement type of content, it’s useful to remember that not all infographics are created equal. To be truly engaging, an infographic must be educational and well designed

Additional benefits of using infographics include:

  • High consumability: With a small time investment, the buyer can quickly scan an infographic and begin to gain knowledge about a company and its offering.
  • Branding: Infographics can subtly reflect the visual elements of a brand.
  • Thought leadership: Infographics contain data that is presented to educate, inform, and demonstrate thought leadership.
  • Lead generation: Infographics can contain a call to action at the bottom so buyers can continue their journey by following their interest.

Hoffman Marketing Communications has been providing businesses content for B2B marketing for more than 30 years. You can view sample infographics we have produced, get pricing on the development of a custom infographic, or take advantage of our offer for development of a free infographic with the purchase of a custom white paper. Contact us at