B2B CTA Ladder: Infographic for Marketing Funnel

This infographic was created to visualize the key stages of customer engagement and conversion in B2B marketing. The goal was to present the client's journey — from first contact to high-commitment actions — in a clear and strategic visual format. It was designed as a digital asset for use in LinkedIn content, landing pages, and sales enablement.

Concept & Structure

The infographic follows a step-based “CTA ladder”:

Attract – grab attention

Low-investment CTA – small actions (like connecting on LinkedIn)

Inform & Convert – build trust with value

High-investment CTA – bigger actions (like booking a demo)

Each step is illustrated with a custom icon and a brief CTA description.

Colors & Style

❗ This project used a strict branded color palette:

Blue: #0096EB (primary)

Green: #BCD354 (secondary)

Light gray background: #F5F6F9

Line and shadow accents: #D1D1D1 / #505050

Style: Clean flat design with soft outlines and playful vector icons — well-suited for digital communication and B2B visuals.

Client Brief & Initial Concept

The client’s initial idea was a hand-drawn sketch: a grid dividing CTAs into low- and high-investment types, with handwritten labels. This informal, human touch was engaging, but lacked the visual clarity needed for a B2B audience.

I suggested enhancing the layout with custom icons while preserving the handwritten text as part of the visual identity. This approach allowed us to improve structure and readability without losing the authenticity of the client’s concept.

The final version combines clear, intuitive icons with the original handwritten notes — creating a friendly yet strategic look that builds trust and makes the content easier to scan.

Final Result

Use Cases

Blog posts and landing pages

LinkedIn content

Marketing emails

Sales decks and onboarding

Training materials for B2B growth teams

Reflection

I love turning abstract strategies into clear and visual tools. This piece is an example of how smart design helps B2B teams communicate more effectively and move clients through the funnel with ease.

📩 Interested in a visual like this?

If you're looking to explain complex ideas with clarity, engage your B2B audience, or elevate your marketing content through smart, branded illustrations — I’d love to help. ⠀ 📬 Feel free to contact me to create a visual that speaks to your goals.