In experience working with Marketing Managers at B2B software and technology companies we’ve seen the good, the bad and the ugly when it comes to print and web design.

So whether you have an in-house creative department or are using an outside agency, here are three of our best graphic design tips to make sure you’re creating attention-grabbing marketing materials for your B2B tech brand.

Tip #1: use complementary colors for CTAs

Does your “download now” button blend in with the rest of your site? Do you also have a low click-thru rate? Chances are those two facts are related.

Using a bold hue for your CTA that complements your main color palette will draw more attention to the inline text or button, encouraging more clicks. For example, most B2B tech brands use the color blue; a CTA in a shade of orange would make your buttons stick out the most. 

Tip #2: implement customer-centric design

Is the design of your marketing materials based solely on your own personal preferences? Or is there a deeper design strategy that talks to the unique needs of your potential customers?

For example, are you spending a lot of time creating the perfect email design for the desktop version of Outlook (because that’s what you use) when the majority of your subscribers read emails from a mobile device?

Or is your boss pushing you to include lots of body copy about technical specifications in your sell sheet when you think your users would respond better to a simple infographic about ROI?

Moral of the story: always design (and write!) with your end users in mind to maximize the impact of your marketing pieces.

Tip #3: pick the right fonts

Most Marketing Managers know that Comic Sans and Papyrus are considered huge design taboos. But if you’re still using Helvetica (like everyone else in the world), there may be a better option.

On the surface, most sans serif typefaces look pretty similar. But any professional designer will tell you the subtle differences in line weight, cap height and counter space are the keystone of creating a well-designed marketing piece. (Did we geek out too much on you there?)

Try it out for yourself…browse a free font website, like Google Fonts, and pick out a few alternatives. Then, open up your latest sell sheet and swap out your old font with your new choice(s). Experiment with several options to see what best represents you as a brand.

Then (and only then), consider making a permanent switch to a font with a bit more personality. Remember: this should be a long-term commitment (you don’t want to change your primary font every other month!), so be sure you’ve picked a winner. Remember to add this update to your brand standards document!