B2B marketers constantly work with the written word, and are increasingly looking for more effective ways for their text-based content and communications to successfully stand out against their competitors. But what they forget is that the part of the brain that makes a decision to change (aka, the "old brain") does not have the capacity for language and is instead most influenced by visuals, which is what the B2C world excels in. By using simple, contrasting visuals in campaigns, B2B marketers can better engage prospects with relevant content that addresses the challenges they face to generate more leads.