The beauty of an account-based marketing campaign is that every single one is different, tailored to the buyer persona and length of the sales cycle, but there’s always one constant: Experienced UX and graphic designers are an integral part of the team. Target accounts digest ABM content across multiple channels—such as email marketing, LinkedIn advertising, direct mail, and more. Hence, visual messaging is vital.
Maintaining strong visual messaging that’s consistent with what the sales and marketing teams are striving to convey is crucial. Quality design encourages engagement and tells the story of why a specific product or service should be used or purchased.
On a more granular level, though, how does a UX/graphic designer accomplish their job within the ABM ecosystem? How do they know what works for B2B marketing campaigns?
Well, we’re glad you asked. We spoke to our resident UX/graphic designer, James Omedo, about how he got his start in the industry, meeting daily responsibilities, and his pro tips on how to create engaging B2B content.
How did you get started in graphic and UX design?
“I was fortunate enough to go to Savannah College of Art and Design (SCAD), a school that offered what I loved to do: design. I wanted to be a product designer, and I loved the idea of creating products that help people do everyday stuff comfortably. I studied both product design and graphic design and found ways of making the two disciplines relatable and interdependable. Along that journey, I discovered that most products we use daily are designed to solve the problems we see, but not those we anticipate. After grad school, I worked for a couple of ad agencies and that’s how I entered the crazy advertising world.
Fifteen years ago, digital marketing and digital products, specifically, were emerging disciplines that became imperative tools; every B2B marketer needed to add them to their marketing conversations. Needless to say, the online space is the most important playground for most things digital. With that understanding and after designing for traditional media, I shifted my focus toward creating and designing digital products [that] demanded an understanding of the UX/UI process and what roles they play in making any digital product successful.”
What does your day-to-day work schedule look like?
“My day-to-day schedule changes based on what I need to do or what needs my attention the most. In general, I prioritize what I need done based on the needs of internal or external clients. However, my typical day begins with a 10 to 15-minute “discovery” process where I try to learn something new about designing digital products and something related to design, economics, science, and politics. When I do this first thing in the morning, it gives me a sense of accomplishment before I begin my daily tasks.
My daily tasks start right after that, and I usually begin by catching up with email, making phone calls, and setting my goals for the day. If I have a new project, it starts with pen and paper and a lot of scribbling and brainstorming; I still believe in pen and paper before I bring anything to life… On a normal day, I usually wrap up at about 5:30 or 6 PM by going over my schedule and making sure I met all my priorities and end my day with either reading or listening to the news.”
When it comes to creating assets for account-based marketing campaigns, what’s your number one tip for making sure they’re engaging?
“My number one tip is to start by asking yourself, ‘If I were the target audience, how would I react to what I’m creating?’
If the answer is positive and with an intuitive perspective, then I feel confident about what I’m designing. If the answer does not meet those requirements, I scrap any idea I’m working on and start again. When designing for any ABM campaign, time, perception, and engagement should be the soundtrack of how you create any assets.”
What’s a common error or mistake you see graphic designers make when it comes to ABM assets?
“Designing for themselves. Every designer, at one point or another, designed for themselves. When you begin designing for your target audience, then you begin to grow as a designer. Design has never been about the creator; it will always be about the consumer of the product you are designing.”
What’s the best part of your job as a UX/graphic designer for B2B companies?
“I love analytics and data science. When you see companies thriving because of the relationships between design and science and how that helps business succeed, it’s very fulfilling and rewarding. Design influences perception; perception determines action and engagement. That is why I think art and science are inseparable disciplines.”
