B2B Marketing Material
Designed various marketing assets, sales materials, and branding elements to drive awareness and engagement
OVERVIEW
As the lead designer in the marketing team at a B2B software company, I own the design strategy to enhance brand awareness and drive leads and conversions across digital channels. I’m responsible for creating a variety of digital marketing assets and sales enablement materials, ensuring they align with the company’s overall strategy and reinforce a cohesive brand identity.
TOOLBOX
Adobe Creative Suite (Illustrator, InDesign, Photoshop, XD)
Figma
Microsoft Dynamics, Mail Chimp
Google Analytics, Search Console, Semrush
🔁 Design Process
My design process involves research, concept development, feedback, and iteration. This helps with ensuring deliverables are aligned with the goals of the marketing and sales team.
01 Understanding the requirements and needs
Every project begins with a discovery phase, where I collaborate with stakeholders to understand their objectives. These discussions focus on defining key messaging, target personas, and goals.
04 Feedback, finally
Feedback is the part I genuinely look forward to! It’s where I get fresh perspectives, suggestions, and recommendations from the team. These insights help refine the design, making it even stronger and more impactful.
02 Research and inspo
Before starting the design process, I conduct a competitor analysis to ensure our materials stand out and align with industry standards. I assess existing assets to identify areas for improvement and look for opportunities to enhance visual consistency. Depending on the asset type, I research industry trends and best practices to incorporate design elements that drive engagement.
05 Refinement and implementation
This is where I fine-tune and refine designs to ensure consistency and effectiveness. Once finalized, I optimize files for different platforms and, if it’s a modular asset, I’d create documentation so teams can easily refer and use the materials.
03 Concept development and initial designs
With a clear direction in mind, I dive into brainstorming mode—sketching ideas, experimenting with layouts, and crafting mockups to bring concepts to life. This is where I turn rough ideas into polished designs!
06 Measuring success and continuous improvement
To see how my designs perform in the real world, I track key performance metrics when available. For digital assets, I analyze click-through rates, engagement, and conversion rates from ad campaigns. I also gather team feedback and suggestions on usability to identify any areas for improvement.
By incorporating feedback and refining designs, I aim to deliver final materials that are clear, balanced, and visually engaging.
Sell sheets, whitepapers, playbook, case studies
I’ve designed various promotional materials for campaigns ensuring they aligned with messaging and brand identity. These include ad banners, blog article graphics, newsletter assets, sell sheets, brochures, playbooks, and event promotions.
