Stepping back and looking at the target audience’s persona is what marketing is all about. In today’s professional landscape, cross-departmental communications are essential. The marketing team stretches across multiple departments working with engineers, IT departments, product specialists and many more. Not only do they work together, but they make decisions together.
So what’s the big deal if I’m pitching an idea or creating a marketing campaign based on logic? I’ve got reports, studies and statistics up the wazoo. Well, this may appeal to some (left-brainers): it might not be the only approach when doing B2B marketing.
How do predominately left-brain or right-brain people differ? The left-brainers are more analytical, using practical logic and facts to comprehend the world around them. Right-brainers are the philosophers, the ones responding to visually stimulating imagery and they develop feelings on what they see that drives their decisions. Creating successful B2B demand generation strategies can be broken down into two segments: Data (left brain) and Content (right brain).
The best marketing campaigns will tie together left-brain and right-brain thinking to generate content geared towards both. Got a lot of statistics? Display them visually with an infographic. Want to drive home your creative concept? Justify your concept with analytics and research.
The moral of the story today is to really look at your audience. Find out what drives their thoughts and emotions. Are you marketing to financial advisors who view the world through the left side of their brain? Look to tailor your targeting appropriately.
- Online Measurement and Strategy Report 2013. Econsultancy, July 2013
- Five Habits of Highly Effective Content Marketers. Aberdeen Group, December 2013.
- Big Data for Marketing: Targeting Success. Aberdeen Group, January 2013.
- Crossing the Chaos: Managing Content Marketing Transformation. Aberdeen Group, August 2013.
- 2013 B2B Content Marketing Benchmarks, Budgets and Trends. Joe Pulizzi, Content Marketing Institute, October 2012.
- How Beneficial is Your Time Spent Analyzing Marketing Data? John Katsoulis, Oracle, July 2013.