7 Infographics to get better at marketing
an easy read
Welcome to this edition!
The fastest way to learn is to combine text with visuals. This is called the dual-coding theory, and it’s the reason people love infographics.
To celebrate this, today’s edition is:
7 Infographics to Get Better at Marketing
You’ll learn about targeting, positioning, ICP, and more. Let’s dive in.
Check my latest YouTube video;
I just released a full masterclass on the 5 core principles of a strong B2B Marketing Strategy
Infographic 1: Use the WHY technique to pinpoint a clear problem your audience is facing
Most businesses fail not because their product is bad, but because they’re solving the wrong problem. If clients say things like “we don’t need it now,” “we don’t have time,” or “our current solution is fine,” it means the problem isn’t strong enough to justify change.
A real market problem needs to be PUR: Painful (people feel the need to fix it), Urgent (they must act now), and Recognized (they can clearly describe it). Without these, sales are slow, adoption is weak, and growth stalls.
To avoid this trap, start by interviewing your audience and using the WHY technique: when someone shares a problem, ask “why is this a problem?” and keep digging until you uncover the root cause instead of surface frustrations. From there, identify the common limitation that everyone faces, and then position your solution.
Infographic 2: Apply the concept of “in-market” vs “out of market” to understand your buyers
Many of your prospects are simply not “in-market” right now. They have other priorities, unfinished OKRs, or they’re not ready to start a buying project. That doesn’t mean they’ll never be interested. It might already be on their long-term radar or become a necessary step later.
The key is understanding that buyers don’t suddenly decide to purchase out of nowhere. They move from passive to active only when a trigger happens whether rational or irrational, internal like a CEO’s decision, or external like a competitor’s move. Since you can’t force these triggers, your job is to be positioned when they hit.
Want custom infographics made for you?
We interview your leadership team, write technical content, design it, and publish it on your LinkedIn. Then, we send you a list of ICP-fit prospects that engaged with your content.
Infographic 3: The 4 questions to have a clear ideal customer profile in mind
Many founders start by trying to serve everyone: they take on any client, tweak their product endlessly, and use broad messaging to appeal to anyone. The problem is that this leads to weak positioning (“we do everything”), difficulty closing deals (clients prefer specialists), and lower margins (no scalable processes).
You need to define WHO they are (firmographics, psychographics, role), identify the PUR problem they face (painful, urgent, recognized), uncover WHY they buy (triggers, limitations, objectives), and map out HOW they buy (decision committee, champion, process).
Infographic 4: The (most common) targeting mistake that lead to poor marketing performance
Targeting CEOs sounds smart because they’re the ultimate decision makers. But in practice, it’s rarely that simple. CEOs have limited attention, read silently, rely on their teams to lead purchase decisions, and are overwhelmed by outreach from every direction.
Instead of focusing only on CEOs, you need to understand the full buying dynamics of your ICP: the checklist they follow, the solutions they’re already using, what evidence they need to move forward, who else is involved, and when the CEO actually steps in.
Infographic 5: The 4 common mistakes that prevent you to achieve your marketing goals
Setting a big revenue goal like “let’s hit $2M this year” can motivate a team but motivation without clarity quickly turns into chaos. When the actions aren’t broken down, and targets aren’t clear, team members get lost in questions like “which channel should we focus on?” or “what’s the actual plan?”.
That’s why every revenue goal needs to be turned into a concrete plan. Break down the target by quarter, assign channel-specific goals, and reverse engineer the actions required to hit them. For example, if you need $100K from social selling in Q2 and your ACV is $20K, that translates into 5 deals → 25 calls → 500 discussions → ~12 conversations per day.
Infographic 6: The link between positioning and messaging to install your marketing strategy
The common mistake is treating positioning like a slide or a headline. Markets do not decode nuance and your audience will not remember a message they see once. Strong positioning is built, not declared.
Repetition, proof, and consistency forge perception over time. You cannot control perception 100%, but you can influence it. You control the inputs: decide how you want to be perceived, explain how you will achieve it, write the messaging, deploy it across touchpoints, and repeat with coherence and consistency.
Infographic 7: The reality about “learnings” when it comes to B2B Marketing
I used to believe I had to be “ready” before launching. But in 2016, I wasn’t ready to run a 1,100-person event. In 2019, I wasn’t ready when I signed my first freelance client. In 2022, I wasn’t ready when the business scaled to 7 figures. The truth is, I’ll never feel ready before launching and neither will you.
There are two phases of growth: before the launch (1% of learnings) and after the launch (99% of learnings). Endless preparation is just an illusion of progress: it makes you feel smart, safe, and organized, but only because you’re avoiding reality. In any field, from cooking to football to business, growth happens in action, not in theory.
Alright that’s the end of this edition!