Design can feel like the bottleneck in B2B marketing. You’ve got deadlines looming, content in the pipeline, campaigns to ship—and then design holds everything up. Or worse, you get something back that’s... not quite right.
We’ve been on both sides: rushed briefs, endless feedback loops, confusion around brand guidelines. After delivering over 10,000 design projects for B2B marketing teams, we’ve seen what separates smooth collaborations from painful ones.
This guide is a shortcut. It’s not about learning how to design—it’s about knowing how to work with designers so you can get better work, faster.
1. Write a Brief That Doesn’t Suck
The core idea: A good brief saves time for everyone.
The most common cause of bad design isn’t bad design—it’s a bad brief.
A strong brief gives your designer the context, constraints, and clarity they need to solve the problem well. Not just quickly, but accurately. If you’ve ever had to rebrief a designer halfway through a project, you know how much time and energy that costs.
Include the basics: what the asset is, who it’s for, where it’ll be used, and when it’s due. But more than that, include the why behind the request.
Example: “We’re launching a new landing page for our AI feature next week. We need a sharp hero graphic that makes the benefit feel clear and innovative. Think bold, clean, similar energy to this presentation design. 🎯”
What often gets missed is giving the designer clear goals and success criteria. Are you measuring engagement? Clarity? Brand awareness? That context guides design decisions. One client once came back frustrated because the designer used “our brand blue” everywhere, but it didn’t highlight the key call-to-action. A brief that points out priorities upfront saves you that headache.
A good brief doesn’t have to be long. It just has to be clear.
2. Give Feedback Like a Teammate, Not a Client
The core idea: Designers aren’t order-takers. They’re problem-solvers.
Too many marketers treat feedback as approval or rejection—thumbs up or down. But design is iterative. The best feedback tells your designer why.
Bad feedback kills momentum:
- “Make it pop more.” (What does that mean?)
- “I don’t like the blue.” (Why?)
- “Can we try something else?” (Try what?)
Good feedback sounds like:
- “This layout feels a bit busy—can we simplify the visual hierarchy?”
- “The tone doesn’t match our product’s voice—it should feel more human and optimistic.”
One straightforward way to improve feedback: describe the problem, not just the fix. Instead of “Make the text bigger,” try “The headline doesn’t stand out enough compared to the subheader.”
When you talk about why something isn’t working, you invite the designer to problem-solve, rather than just follow orders blindly. That collaboration speeds up the process and creates better results.
3. Set Constraints, Not Handcuffs
The core idea: Clear constraints = creative freedom.
“Do whatever you want” sounds generous. It’s not. Designers need a box to work within. Without it, they’re guessing.
But handcuffs—super-specific instructions, rigid brand rules, references to 10 different styles—kill creativity.
Great constraints define the problem and the box. Then let your designer find smart ways to fill it.
For example, if you’re working on infographics or motion visuals, provide:
- Brand fonts, colors, and logos (but allow exceptions when needed)
- Key data points or messages that must be included
- Where the asset will be used (web, social, print)
Then let the designer decide how to best communicate that visually.
If you micromanage every detail, you slow down the process and risk losing the designer’s expertise. But if you give too little, they’ll waste time guessing what you want.
Check our posts on infographic design elements and motion graphics in marketing for examples of how constraints shape great creative work.
4. Treat Designers Like Strategic Partners (Because They Are)
The core idea: Designers are thinkers, not just pixel pushers.
Designers aren’t just there to “make it look good.” They think in systems, patterns, and user journeys. They notice when a headline doesn’t align with the visual hierarchy or when the tone of a graphic undermines the message.
Treat them as partners in the creative process, and you’ll unlock way more value.
For example, one client had a brand guide but struggled with inconsistent presentation decks. We suggested building a simple presentation template as part of their design system, which saved hours of rework. That kind of thinking only comes from treating design strategically, not just as “one-off assets.”
A cohesive brand means stronger B2B credibility—see why smart brand design matters.
5. Use Async Tools to Reduce Slack Chaos
The core idea: Async tools preserve context, reduce noise.
Slack feedback gets lost. Zoom calls take time. Email threads turn into novels.
Use async tools—like Figma comments, Notion briefs, or Loom walkthroughs—to keep feedback connected to the work. It’s faster, clearer, and easier for everyone.
For example, instead of a Slack thread saying “change the headline,” a Figma comment pinned to the text explains exactly what to change and why. The designer can respond directly in context.
We use async feedback paired with async presentation delivery—learn more in our presentation design tip post.
6. Build a Design System Before You Need One
The core idea: Consistency is faster than reinvention.
If your designers have to guess fonts, colors, or layouts every time—they’ll move slower. And the results will be all over the place.
A design system gives them a reliable starting point. It also makes onboarding freelancers or new team members 10x easier.
Even a simple system—approved fonts, color palettes, logo use, and templates—saves hours per asset and keeps your brand consistent.
If you want a deep dive on building your first design system, see how we approach marketing graphic design vs illustration.
7. Know When to Insource vs. Outsource
The core idea: In-house teams should focus on strategy. Outsourced design helps scale delivery.
Your in-house team is probably drowning in requests. Most don’t have the time to do deep creative work and ship 40 banners, 3 carousels, and a landing page this week.
That’s where external design partners come in. They help you scale production, stay on brand, and free up your internal team to focus on the high-impact stuff.
At Design Buffs, we plug into teams for high‑volume delivery—without diluting your brand. Want to understand how to bridge that gap? Check our explanation of roles in what is a marketing designer.
Bottom Line: Good Design Is a Team Sport
You don’t need to become a designer. But learn to collaborate better—brief smarter, give clearer feedback, use async tools—and you’ll get better work, faster.
If you want smart, on-demand design as part of your marketing ops, let’s talk.
