B2B Technology Marketing Journal

B2B Marketing Case Study – Part 3: The Power of an Infographic

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This post is part of our B2B marketing case study series, where we feature some of our recent engagement in the space and share our learnings. Feel free to pitch in with your thoughts and stories of a similar vein.

The Client

Cisco Connected Learning is one of the industry solutions of multinational tech giant Cisco Systems, Inc. The Connected Learning portfolio of products, services, and solutions enables educators and learning institutions to improve student outcomes, increase efficiency, enhance safety and security, and expand research capabilities. Cisco Connected Learning aims to transform education through innovative methods.

“Getting everyone on the same page” (Challenge)

  • Present the Connected Learning vision to every decision maker effectively
  • Compress a deck (made up of 200+ slides) into one easy to digest infographic

Cisco approached us to come up with a more impactful and efficient way to present their brilliantly designed Connected Learning network architecture and framework. Previously, presenting to the administration and IT management of educational institutions meant showing a massive 200+ slide deck which was too heavy and too technical. The documentation proved to be a cumbersome tool for marketing and sales since it would take time to read the information-intensive presentation, let alone digest.

Cisco needed a solution that would bring every decision maker (the Dean, IT manager, etc.) on the same page. They needed something that can immediately address the concerns of multiple stakeholders by striking the perfect balance between user-friendly content and technical accuracy.

“The making of an Infographic” (Solution)

Harnessing the power of visual representation, we designed and developed an infographic that explained the Connected Learning infrastructure through the use of an elegant visual (the campus layout in this case). To come up with the content layer, we collected the core material (comprised of PPT slides, data sheets, architecture diagrams, white papers, etc.) and consolidated them with face-to-face interviews with subject matter experts. This part of the process also involved identifying the target audience, their range of technical knowledge, and developing a persona around them.

The content layer then had to be “zoned out” into the various faculty and facilities within the campus to highlight how the network linked every corner of the campus as a seamless and integrated whole. Finally we proceeded to create and compose the campus layout, from pencil sketch to proper blueprint to final digital design, and then integrate everything with the content layers.

The integration was actually the most critical step in the whole process and it involved figuring out what kind of information makes the final cut. Lastly, after polishing the final design, we optimized it for various digital and print formats.

“A picture is worth a thousand words” (Outcome)

The infographic was utilized as a powerful tool to demonstrate the value proposition of Cisco’s Connected Learning infrastructure. Now everyone from the Dean to the IT infrastructure deployment manager could instantly make sense of a huge amount of information with just one graphic.

It was also a huge hit at conferences. It proved to be so popular that many institutions used it as a basis for their RFPs for similar infrastructures. Compared to the case of the slide deck, prospects were actually keen on talking about the infographic.

The Connected Learning infographic helped Cisco to market a complex network architecture which was difficult to articulate previously. The campus layout helped the educators visualize how the infrastructure would benefit their academic institution, their stakeholders and ultimately their students.

Not bad for just one page.

Do you have a similar kind of experience with infographics? Please share your thoughts in the comments section.

 



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About the author

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Marco

Marco is the storyteller and pen behind our campaigns. With theater and broadcast backgrounds, he knows how to set the stage for a good story, and tell it effectively.

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