Visualization is not just pretty to look at: In B2B, it can transform the engagement with complex products and services into a positive customer experience.
The art lies in abstracting information and presenting it in a customer-centric way without reducing its depth of information and thus its value. On the way there, three central questions must be answered:
- What information do my customers need?
- How far can it be simplified without losing or distorting important connections?
- How can they be linked to emotions in order to create quick and sustainable access to the factual level?
It sounds easier than it is. We are often so convinced of the fantastic features of our own products and services that we would prefer to present our potential customers with our entire belly-load of facts and arguments at once. But it's all about striking the right balance between information content and simplicity.
The bottom line is communication. The other person thinks and interprets differently than you do. Deal with it.
Why we sometimes just don't understand each other
There are many models of communication that, in summary, are primarily about how messages or news are conveyed and received. The Shannon-Weaver model is one of them (cf. source 1). Also known as the sender-receiver model, it deals with the classic of every conversation: one person speaks, the other listens. The exciting question here is: What happens between the speaker and the listener?
That's where the magic of digital B2B communication lies: We need to build a simple bridge between complex products or offers and the needs of a very diverse audience.
If you look closely, you can see: Two translations of one piece of information are necessary, once from the sender and the other time from the receiver. The interface: the channel.
Everything that does not trigger emotions is worthless for our brain.Author of Think limbic! and Brain View
If we understand how to use visualization to simplify complex issues and appeal to the right emotions in our target group, we will find the fastest way into our customers' brains. The following two cases show how it works.
Five things to look for:
- The shape of an eye creates a familiar frame and symbolizes the goal of the solution: Identify inefficiencies in processes.
- Less is more: The maximum reduction of content achieves clarity and directs the viewer to the central information.
- The focus is not on the company's own processes, but on those of the target group - and what the product achieves for companies.
- A look at various application examples shows: Visualization only comes into its own through context.
- In marketing communication, combinations of comparisons and appropriate images also provide easily grasped explanations: The recurring reference to socio-cultural or industrial breakthroughs quickly conveys the benefits that Celonis' offering brings to companies - and triggers positive emotions that are directly linked to the product.
Three things to watch out for:
- The infographic focuses on the results of the study and abstracts them to an image we all know: a traffic network. As a result, we automatically know how to read the graphic.
- Individual lines show the major trends of our time, but also illustrate contextual connections between different developments and invite us to use the infographic to get an overview.
- The map can also be customized: The option to receive a company-specific version? Smart and customer-centric. And an exciting CTA in lead generation: after all, this version is only available on request.
1) Jessica Röhner, Astrid Schütz: Psychologie der Kommunikation. 2nd ed. Springer Verlag, Wiesbaden 2015, ISBN 978-3-658-10024-7, p. 21
Originally developed from a purely technical perspective, the sender-receiver model evolved into a communication model with a psychosocial component.
2) Hans-Georg Häusel: The Scientific Foundation of the Limbic® Approach, last accessed on 09/28/2021
3) Celonis, e-book "Meet the Execution Management System", last accessed on 08/11/2021
4) Zukunftsinstitut: Dossier Megatrends, last accessed on 08/09/2021.