AI Skill Report Card
Designing B2B Marketing Materials
B2B Marketing Material Design System
Quick Start15 / 15
MATERIAL MAP TEMPLATE
Campaign: [Name] | Timeline: [Dates] | Audience: [Primary/Secondary]
TOUCHPOINT HIERARCHY:
1. Hero Asset: [Landing page/Presentation deck]
2. Traffic Drivers: [Ads/Email/Social]
3. Support Assets: [Brochures/Case studies]
4. Event Materials: [Booth/Handouts]
ASSET RELATIONSHIPS:
- Primary CTA → Landing page
- Email → Landing page + PDF download
- Social → Landing page + engagement posts
- Print → Digital follow-up sequence
Recommendation▾
Add specific metrics or KPIs to measure campaign success (e.g., click-through rates, conversion metrics)
Workflow15 / 15
1. Campaign Foundation
- Create material map (all touchpoints mapped before any design)
- Define asset hierarchy and referencing strategy
- Set up folder structure with naming conventions
2. Design-Once-Scale-Many Setup
- Build master template with modular components
- Create size/format variations for each touchpoint
- Establish visual hierarchy that works across materials
3. Material Production
- Brief → Concept → Design → Review → Delivery → Archive
- Run consistency checkpoints at each stage
- Update asset library with reusable components
Recommendation▾
Include budget considerations or resource allocation guidance for different campaign sizes
Material Taxonomy & Templates
Digital Ads
- Display: 728x90, 300x250, 160x600
- Social: LinkedIn (1200x627), Twitter (1024x512)
- Template: Logo + headline + CTA + background pattern
Email Templates
- Header: Logo + navigation
- Hero: Image + headline + subtext + CTA
- Body: Modular content blocks
- Footer: Unsubscribe + contact
Landing Pages
- Above fold: Hero image + value prop + form
- Social proof: Logos + testimonials
- Features: Icon + headline + description grid
Presentations
- Master slides: Title, content, divider, closing
- Consistent: Logo placement, color palette, typography
- Modular: Charts, quote callouts, team bios
Brand Consistency Checkpoints
Digital Touchpoints:
- Logo placement and sizing consistent
- Primary brand colors used correctly
- Typography hierarchy maintained
- CTA buttons same style/color
Print Materials:
- CMYK color accuracy checked
- Bleed and trim marks set
- Font embedding verified
- Paper/finish specified
Event Materials:
- Booth graphics align with digital
- Handout designs reference main campaign
- Signage follows brand guidelines
- Swag items on-brand
Asset Naming & Organization
Folder Structure:
/Campaign_Name_YYYY/
/01_Briefs_Strategy/
/02_Concepts_Wireframes/
/03_Design_Working/
/04_Final_Assets/
/Digital_Ads/
/Email_Templates/
/Landing_Pages/
/Social_Media/
/Print_Collateral/
/Presentations/
/Event_Materials/
/05_Archive/
File Naming:
[Campaign]_[Touchpoint]_[Size/Type]_[Version]_[Date].ext
Example: ProductLaunch_DisplayAd_300x250_v2_20240315.psd
Examples18 / 20
Example 1: Software Launch Campaign
Input: B2B software launching new feature targeting IT directors
Output:
- Material Map: LinkedIn ads → Demo landing page → Email nurture → Sales presentation
- Master template: Tech-focused blue/gray palette, clean sans-serif typography, product screenshots
- Asset relationships: All ads drive to same landing page, email series references demo, presentation includes same product shots
Example 2: Trade Show Campaign
Input: Manufacturing company at industry conference
Output:
- Material Map: Pre-show email → Booth graphics → Product brochures → Follow-up sequence
- Consistent elements: Company logo, industrial color scheme, product photography style
- Cross-references: Booth banner matches email header, brochure design echoes digital ads
Recommendation▾
Provide troubleshooting section for common design review feedback or client revision cycles
Best Practices
- Start with the material map - Never design individual assets in isolation
- Create modular components - Build elements that work across touchpoints
- Maintain visual hierarchy - Primary message should be clear in every format
- Version control everything - Use clear naming and archive old versions
- Test across devices - Ensure digital assets work on mobile/desktop
- Plan for localization - Leave space for text expansion in templates
Common Pitfalls
- Designing touchpoints in isolation - Assets look disconnected, miss cross-referencing opportunities
- Inconsistent brand application - Colors/fonts vary between digital and print
- Poor file organization - Team can't find or reuse assets efficiently
- No scalability planning - Templates don't adapt to different content lengths
- Missing archive strategy - Old campaign assets clutter active workspace
- Weak asset relationships - Customers can't navigate between touchpoints smoothly