This infographic visualizes how data-driven marketing and content marketing work together for effective demand generation. Original link: http://response.hartehanks.com/Marketing_mind_infographic

1. Marketing, like the brain, is often divided
between creative and analytical endeavors.
Working with data and numbers to target,
segment, and optimize marketing’s overall
impact often falls to the analytical “left
brained” marketer. While writing, designing,
and creating content to fuel market-facing
campaigns falls to the creative
“right brained” marketer.
Content
Emotional relevance is the key to viral content* *
ALIGNMENT
Mapping content and personas
to the buyer’s journey yields
Effective b2b content marketers
frequently tailor content
to specific profile/personas
QUALITY
92% of organizations
believe creating
high-quality content
is valuable
CREATION
64% of B2B content
marketers are
currently challenged with
producing enough content
47% of leading companies cite
increasing quantity of relevant
content published to their website
as a top initiative
79% of leading companies
track specific
content performance
DISTRIBUTION
55% of leading companies
expand lead generation/customer
acquisition using social media
Leading companies are more than
2xas likely to promote content
via social channels
CONVERSION
higher conversions from response
to marketing qualified lead
73%
Content
Data
Organizations with clean data are 3x more likely
to experience revenue growth* *
QUALITY
64% of best in class
have a well-established
process for cleansing
marketing databases
STRATEGY
61% of businesses are developing
strategies to tie data collection
and analysis to business objectives
66%
of marketers cite acting on data
to improve marketing performance
as a top priority
ANALYSIS
30% more time spent
analyzing marketing
performance data yields:
56%
of best in class
organizations analyze
cost/benefit of
individual marketing campaigns
3xhigher open rates
2xclick through rates
TARGETING & SEGMENTATION
Segmented email campaigns produce
30% more opens than
undifferentiated messages
61% of best in class
marketers customize
outbound offers to
specific market segments
APPLICATION
66% of marketers
measure contact/lead
quality and campaign
effectiveness
15%-20%
Companies that put data at
the center of marketing/sales
decisions improve marketing ROI by
Data
86%
7X
Consistent data hygiene creates:
93%
B2B marketerscite their biggestchallenge ascreating enoughcontent to satisfybusiness needs
more likely to align
content to stages of
the buyer’s journey.
81%
of best in class
companies have
defined industry
segments or verticals
in a target market
86%
of best in class
companies maintain
customer data and
track interactions
of professionals use
analytics to
drive actionable
recommendations
the number
of inquiries
4Xthe number
of leads
64%
of best in class
companies unify data
on customers through
multiple touchpoints
Top performers
68%
Best-in-Class companies are
Effective B2B content
marketers use multiple
tactics to distribute
content on multiple
social networks
2X
more likely to track
lead attribution to
specific content
Leading companies are
Data
Strategy
Data
Quality
Data Analysis
DataApplication
Targeting &
Segmentation
Content
Alignment
Content
Quality
Content
Creation
Content
Distribution
ContentConversion
The best marketers generate
content tightly linked to
consumer needs
more likely to track
utilization and
performance of web content
But just as the brain needs both right and
left hemispheres to function, a marketer’s
success depends on both their creative and
analytical skillsets. For effective demand
generation, it is the union of data and
content — left and right brain tactics —
that makes a marketer truly competitive.
Better Demand Gen:
A Look Inside the Marketing Mind
For more information,
visit BetterDemandGen.com
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