{"id":41871,"date":"2021-01-04T10:03:31","date_gmt":"2021-01-04T15:03:31","guid":{"rendered":"https:\/\/venngage.com\/blog\/?p=41871"},"modified":"2025-09-17T03:56:31","modified_gmt":"2025-09-17T07:56:31","slug":"marketing-data-storytelling-benchmark","status":"publish","type":"post","link":"https:\/\/venngage.com\/blog\/marketing-data-storytelling-benchmark\/","title":{"rendered":"Data Storytelling in Marketing: Benchmark Report 2021"},"content":{"rendered":"<p><b class=\"alignnone\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\" width=\"3200\" height=\"1800\">Introduction&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In a year that has seen the entire population look at charts and graphs on a near daily basis, many people are starting to grapple with the communication limitations of data. Graphs can be misleading, confusing, and uninspiring.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers understand this.&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Data storytelling has been a part of the marketing and sales toolkit for years, and as recently as 2014, <\/span><span style=\"font-weight: 400;\">Google search volume<\/span><span style=\"font-weight: 400;\"> for the term has been climbing. Even in a recent <\/span><a href=\"https:\/\/twitter.com\/RyanMcCready1\/status\/1324758240127815693\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Twitter poll<\/span><\/a><span style=\"font-weight: 400;\">, when we sought feedback on a potential benchmark report topic, data storytelling was the popular choice among marketers.&nbsp;&nbsp;<\/span><\/p>\n<p><b>So what exactly is data storytelling?&nbsp;<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41889\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/1.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Definition Lydia Hooper Quote\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">As Lydia Hooper points out, <\/span><a href=\"https:\/\/venngage.com\/blog\/data-storytelling\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">data storytelling<\/span><\/a><span style=\"font-weight: 400;\"> is a comprehensive way of sharing information. It involves data visualization, which plays an important role. As the two are related, we asked marketers about their experiences with both for the report.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Increasingly sophisticated tools and platforms will continue to provide us with innumerable data points, and it will fall on marketers to make sense of it all. Data storytelling will only grow as a key function of the modern marketing professional.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This report provides a baseline for the data storytelling skills of marketers in different industries.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Find out how you compare with marketers in your industry when it comes to data storytelling. You might be ahead of the curve, or trailing behind. You can also find out how each industry leverages data storytelling.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These insights and more are exactly what you\u2019ll find in Venngage\u2019s <\/span><b>Data Storytelling in Marketing: Benchmark Report 2021<\/b><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\" width=\"800\" height=\"450\"><\/p>\n<p><center><a href=\"https:\/\/bit.ly\/397IKTb\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>Get The Report<\/b><\/button><\/a><\/center><\/p>\n<p><span style=\"font-weight: 400;\">For a summary of the report, and a preview of some of our findings, click on the links below.&nbsp;<\/span><\/p>\n<p><a href=\"#1\">The why<\/a><br \/>\n<a href=\"#2\">The how<\/a><br \/>\n<a href=\"#3\">What we learned<\/a><br \/>\n<a href=\"#4\">Data visualization is a core skill<\/a><br \/>\n<a href=\"#5\">Marketers have many audiences<\/a><br \/>\n<a href=\"#6\">Investments by industry<\/a><br \/>\n<a href=\"#7\">How data visualizations are shared<\/a><\/p>\n<h2 id=\"1\">The why<\/h2>\n<p><span style=\"font-weight: 400;\">We wanted to understand the many roles that data plays in a marketing setting, and understand how that data is presented. From internal reports on consumer trends and behavior, to engaging charts and graphs that support a piece of content, data serves a purpose.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the responsibility to analyze and report on data falls on marketers, we wondered how proficient are marketers today at data storytelling? Is it a skill that marketers are mastering, or struggling with? Are there differences in how marketers from different industries approach data storytelling, or the expectations placed on them?&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finally, we wanted to discover which industries are finding success through data storytelling and which are struggling.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h2 id=\"2\">The how<\/h2>\n<p><span style=\"font-weight: 400;\">In order to get a thorough understanding of how marketers currently use data storytelling, we asked 338 marketers across 13 industries, how data impacts their organization\u2019s marketing goals, how they use data, and their personal opinions on data storytelling. We asked each marketer to rate their skill level and provide details on their organization, including company size and industry.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To complement this qualitative research, we also dug into Venngage\u2019s own data. Looking at the creation and design habits of our almost 40,000 active users who identify as marketers, we were able to understand the types of data visualizations marketers were creating on a regular basis, and what their purpose was.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The information we gathered through researching this benchmark is fascinating, and we know that data storytelling will continue to be an important marketing tool for years to come.<\/span><\/p>\n<h2 id=\"3\">What we learned<\/h2>\n<p><span style=\"font-weight: 400;\">The use of data storytelling is prevalent in all industries, for internal and external purposes. What\u2019s interesting is how the purpose of data storytelling changes between industries. <\/span><\/p>\n<ul>\n<li><strong>Data visualization expertise is a necessary marketing skill, and only growing in importance.<\/strong><\/li>\n<li><strong>A majority of data-driven marketing content is seen as effective, but rarely branded.<\/strong><\/li>\n<li><strong>The range of software for data visualizations is limited, and many marketers rely on using multiple solutions to compensate.<\/strong><\/li>\n<li><strong>In some industries, data storytelling is used solely for internal reporting and business insights.&nbsp;It drives high-level decision-making, and tactics.<\/strong><\/li>\n<li><strong>In other industries, data storytelling is a key factor in the acquisition and sales funnels, and only moderately important for internal reporting.<\/strong><\/li>\n<li><strong>There are significant differences in the budgets that support data visualization and storytelling, when comparing industries. The average data visualization budget may surprise you.<\/strong><\/li>\n<\/ul>\n<p>Trends like these vary between industries and provide insights into how data storytelling is leveraged, the competitive edge it provides businesses with, and where opportunities for growth through data exist.<\/p>\n<h2 id=\"4\">Data visualization expertise is a core marketing skill<\/h2>\n<p><span style=\"font-weight: 400;\">Several questions posed to our respondents focused on their ability to visualize data and present it.&nbsp;<\/span><\/p>\n<p><b>We learned that a majority of marketers create data visualizations on a regular basis.&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A majority of marketers also felt confident in their ability to tell stories through data and considered themselves skilled.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, very few had any formal background in data analytics and reporting.&nbsp;<\/span><\/p>\n<h3><b>How often do you create data visualizations for your marketing?<\/b><span style=\"font-weight: 400;\">&nbsp;<\/span><\/h3>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41890\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/2.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Data Visualization Statistic\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">47.67% of marketers create data visualizations on a weekly basis.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">36.67% of marketers create data visualizations on a monthly basis.&nbsp;<\/span><\/p>\n<p><b>That means 84% of marketers create data visualizations on a regular basis for their work.&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Only 1% of respondents said they never do.<\/span><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using data visuals in marketing work is common and expected of marketers today. It\u2019s no surprise that a majority of respondents stated they were confident in their ability to use data in their marketing.&nbsp;<\/span><\/p>\n<h3><b>Do you feel confident using data in your marketing?<\/b><\/h3>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41891\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/3.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Data Use Confidence\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">When asked about their confidence levels in using data in marketing, <\/span><span style=\"font-weight: 400;\">the majority of total marketers stated that they felt <\/span><i><span style=\"font-weight: 400;\">very confident, pretty confident, <\/span><\/i><span style=\"font-weight: 400;\">or<\/span><i><span style=\"font-weight: 400;\"> confident<\/span><\/i><span style=\"font-weight: 400;\"> (84%). Of that majority, 32% of total respondents felt <\/span><i><span style=\"font-weight: 400;\">very confident.<\/span><\/i><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">10% of respondents said they were somewhat confident.&nbsp;<\/span><\/p>\n<p><b>Only 5% of respondents stated they were not confident at all.&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Marketers are generally comfortable using data in their work. Considering the frequency with which they create data visuals, and their confidence working with data, it\u2019s clear that it is a skill they need to do their work.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, confidence levels vary significantly between industries.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, respondents in the healthcare industry are the most confident marketers in any industry. 57% stated they felt <\/span><i><span style=\"font-weight: 400;\">very confident <\/span><\/i><span style=\"font-weight: 400;\">using data in their work. <\/span><i><span style=\"font-weight: 400;\">&nbsp;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, 42% of marketers in both agriculture and IT\/engineering stated they felt <\/span><i><span style=\"font-weight: 400;\">very confident. <\/span><\/i><span style=\"font-weight: 400;\">It is very likely the work in these sectors places significant emphasis on understanding and visualizing data effectively.<\/span><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41892\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/4.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Data Use Most Confident\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">While there is a need across industries for data storytelling, marketers in several industries report very low levels of confidence. Although they work with data and data visuals on a regular basis, they struggle presenting information.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The industries those marketers are in, and the correlating factors like budgets and resources for data visualizations available to them, are detailed in the benchmark report.&nbsp;<\/span><\/p>\n<h3><b>Rate your data visualization skill level<\/b><\/h3>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41893\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/5.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Data Visualization Skill\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">Overall, our respondents claimed to be skilled with data visualization.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">77% of respondents rated their data visualizations skills as <\/span><i><span style=\"font-weight: 400;\">absolute pro, very good, <\/span><\/i><span style=\"font-weight: 400;\">or<\/span><i><span style=\"font-weight: 400;\"> good<\/span><\/i><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">13.67% of respondents stated they are <\/span><i><span style=\"font-weight: 400;\">average<\/span><\/i><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While only 9% of respondents stated they are <\/span><i><span style=\"font-weight: 400;\">complete beginners<\/span><\/i><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<p><b>Interestingly enough, the confidence of using data in marketing did not always align with the data visualization skill levels of respondents.<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41894\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/6.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Confidence Compared to Skill\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">For example, marketers in healthcare were the most confident in their ability to use data, but only 26% considered themselves <\/span><i><span style=\"font-weight: 400;\">absolute pros <\/span><\/i><span style=\"font-weight: 400;\">in data visualization.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We see the same gap for marketers in agriculture, with only 21% of respondents considering themselves as <\/span><i><span style=\"font-weight: 400;\">absolute pros.&nbsp;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">For respondents in the IT\/engineering space, however, confidence and skill levels are almost identical.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">39% of IT\/engineering respondents consider themselves <\/span><i><span style=\"font-weight: 400;\">absolute pros<\/span><\/i><span style=\"font-weight: 400;\"> at visualizing data (with 42% <\/span><i><span style=\"font-weight: 400;\">very confident<\/span><\/i><span style=\"font-weight: 400;\"> in using data).&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">42% of IT\/engineering respondents consider themselves to be <\/span><i><span style=\"font-weight: 400;\">very good <\/span><\/i><span style=\"font-weight: 400;\">at visualizing data (with 39% pretty confident in using data).&nbsp;<\/span><\/p>\n<p><b>This tells us that understanding and working with data is straightforward, but visualizing data is still a challenge for many.&nbsp;<\/b><\/p>\n<p>This may be due to a number of factors, like technical skills, access to visualization software, and budgeting for data visuals.<\/p>\n<h3><b>What is your background in data storytelling?<\/b><span style=\"font-weight: 400;\">&nbsp;<\/span><\/h3>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41895\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/7.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Background in Data Storytelling\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">32% of respondents had learnt to utilize data storytelling for the first time in their current marketing position.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">51% of respondents were able to draw on previous career experiences, before getting into their current marketing role.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Only 9% of respondents had learned about data analytics in an academic setting.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And 7% of respondents happened to be in a data-heavy role before their marketing position.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The reliance on data in marketing is clear. The majority of marketers work with data regularly.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many marketers learn how to work with data on the job, but a majority bring existing data skills from previous roles as they transition into marketing.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you break the data down by industry, the confidence, proficiency and frequency in data storytelling varies between marketers. Marketers in some industries are very comfortable working with data or visualizing it, while many others find it highly challenging.&nbsp;&nbsp;<\/span><\/p>\n<p><b>This benchmark report provides a close look at how marketers in each industry fare with data storytelling. Are you lagging behind in data storytelling proficiency for your industry, or are you ahead of the curve?<\/b><span style=\"font-weight: 400;\">&nbsp; <\/span><b>Find out how well and often marketers in your industry work with data.&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Download the benchmark report today and find out.&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\" width=\"800\" height=\"450\"><\/p>\n<p><center><a href=\"https:\/\/bit.ly\/397IKTb\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>Get The Report<\/b><\/button><\/a><\/center><\/p>\n<h2 id=\"5\">Marketers visualize data for many audiences<\/h2>\n<p><span style=\"font-weight: 400;\">Marketers work with data fairly often, and create data visualizations regularly. But what kind of data are they reporting? Who are their audiences? And how are they utilizing their data to achieve organizational goals?&nbsp;<\/span><\/p>\n<h3><b>What sort of data do&nbsp;marketers communicate?&nbsp;<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Data reporting for marketers ranges greatly and our responses took that into account. From the responses, we were able to see which forms of data were more popular than others.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A majority of respondents (73.67%) stated that<strong> they communicate sales data<\/strong>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No other forms of data come quite as close.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After sales data, 43.67% of respondents report on customer success data; 42.33% of respondents report on market research data; and 41.67% of respondents report on social media metrics.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The least popular forms of data being reported on were conversions (26%) and ad spend (21%).&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41896\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/8.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Type of Data Communicated\" width=\"800\" height=\"419\"><\/p>\n<h3><b>Who do you create data visualizations for?&nbsp;<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Marketers create data visualizations for a range of audiences. Audiences can be internal or external. Internal audiences include executives, management, the sales team, and other marketing team members. External audiences include clients, leads, social followers and others.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Generally, marketing team members and sales teams are marketers\u2019 biggest audiences for data visualizations. A majority of respondents create data visuals for both.&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">55.33% of respondents create data visuals for marketing team members.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">51.33% of respondents create data visuals for sales teams.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers are tasked with enlightening their team members and supporting sales teams with data-driven insights. Considering a majority of the data they communicate is also <a href=\"https:\/\/www.cognism.com\/what-is-sales-data\" target=\"_blank\" rel=\"noopener\">sales data<\/a>, we can infer that marketers need to understand and report on consumer behavior, and factors that drive quality sales.&nbsp;<\/span><\/p>\n<p><b>75% of marketers in the real estate industry create data visualizations for both the sales team and management. As an industry, they lead in both categories. <\/b><span style=\"font-weight: 400;\">Data appears to be an essential sales lever for real estate marketing.&nbsp;&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Generally, it appears that data visualizations are used least often for general audiences, like social media followers or blog readers.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">33% of marketers in the administrative space create data visuals for general audiences &#8211; the highest for any industry.&nbsp;<\/span><\/p>\n<p><b>Which industries make the most data-driven decisions? Which marketers use data visualizations to engage with their customers the most? You can learn more about how different industries utilize data visualizations in the benchmark report.<\/b><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Download the benchmark report today to find out.&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\" width=\"800\" height=\"450\"><\/p>\n<p><center><a href=\"https:\/\/bit.ly\/397IKTb\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>Get The Report<\/b><\/button><\/a><\/center><\/p>\n<h2 id=\"6\">Investments in data visualization by industry<\/h2>\n<p><span style=\"font-weight: 400;\">Many factors are involved in the decision to produce data visualizations at an organization. The importance placed on data visualization by leadership; technical skills available to visualize data; the costs of software needed to visualize data; and the cost for outsourcing design work (when in-house talent is not an option) are just a few factors.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are cases where data visualization is a major business driver. It is a way to communicate marketing impact, share insights for growth opportunities, support the sales team, learn about your customers and more.<\/span><\/p>\n<p><b>Kasey Bayne, Director of Growth Marketing at <\/b><a href=\"https:\/\/vrify.com\/\" target=\"_blank\" rel=\"noopener\"><b>Vrify<\/b><\/a><b> shared his view on data visualization:&nbsp;<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41898\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/10.png\" alt=\"Data Storytelling in Marketing Benchmark Report 2021 Data in Marketing Quote\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">We were interested in learning about the budgets available to marketers across industries for visualizing data.&nbsp;<\/span><\/p>\n<h3><b>What is your (yearly) budget for data visualization?&nbsp;<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Data visualization is more than just reporting on data, or designing engaging content. It is the act of visualizing sets of data to guide decisions. As we saw earlier, it is something that requires a measure of skill and know-how.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way to visualize data is by leveraging existing staff, and empowering them through purchasing or subscribing to the right software. Alternatively, data visualization can be left to in-house graphic designers or outsourced for high-value reports or a series of content.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A majority of marketers reported that their budget for data visualization is $5000 or less.&nbsp;<\/span><\/p>\n<p>35% of marketers have a budget of $1000 or less.<\/p>\n<p>26% of marketers have a budget between $1000-$5000.<\/p>\n<p><strong>Only 8% of marketers have a budget of over $10,000 a year.&nbsp;<\/strong><\/p>\n<p>Meanwhile, 15% of marketers have no additional budget for data visualization whatsoever.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-42025\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/01\/marketers-budgets.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Marketers' Budgets for Data Visualizations\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">From the responses we collected, (and highlighted in the report), we saw that marketers use several tools to present and visualize data and their findings. The benchmark report shares data on the most popular data visualization tools among marketers today.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we look at costs for some popular options, we get a sense of how restrictive some of these budgets are. A subscription to inDesign as a singular app can cost $251.88 a year per person, while a single Tableau subscription can cost $840 a year.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means for the majority of marketers, their access to software to do their data-related work is restricted, due to budget constraints. Rather than on a team with the necessary resources, the responsibility falls on one marketer to do all the data-focused work.&nbsp;<\/span><\/p>\n<h3><b>Who creates data visualizations on your team?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To further understand the resources at a marketer\u2019s disposal, we asked who creates data visualizations on a marketing team. This was one way to understand which industries, according to our respondents, are at an advantage when it comes to data visualization work.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Is there an in-house graphic designer available? Is there a freelancer\/contract graphic designer at their disposal? Is there a marketing team member who handles it all, or does it fall on the respondents themselves?&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Turns out, when we consider all industries, there isn\u2019t a single dominant trend.&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41900\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/12.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Who Creates Data Visualizations\" width=\"800\" height=\"419\"><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">22% of respondents stated that they made their own data visualizations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">23% of respondents rely on a specific marketing team member<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">25% utilize a freelance\/contract graphic designer<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">29% of respondents have access to an in-house graphic designer.&nbsp;<\/span><\/li>\n<\/ul>\n<p><b>An in-house graphic designer is available to over a quarter of survey respondents.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This represents a clear advantage over competing businesses whose marketers handle data visualization work themselves. Without the right resources or technical skills, they won\u2019t be able to communicate as effectively.&nbsp;&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we compare responses between industries, we see which sectors value the quality of their data visualizations the most. The industry breakdowns are quite diverse and paint their own unique pictures.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, when we look at the manufacturing industry, 43% of respondents have an in-house designer at their disposal. 21% of respondents leverage a freelance\/contract graphic designer.&nbsp;<\/span><\/p>\n<p><b>That means 64% of respondents in the manufacturing space do not create their own data visualizations, or rely on a fellow marketer.&nbsp;<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41901\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/13.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Data Visualizations Manufacturing\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">It seems like, generally, there is higher value placed on <a href=\"https:\/\/www.cognism.com\/blog\/data-quality\" target=\"_blank\" rel=\"noopener\">quality data<\/a> visualizations. When we look at the different audiences catered to by marketers in the manufacturing space, it makes sense.&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41907\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/14.2.png\" alt=\"Data Storytelling Marketing 2021 Marketers in Manufacturing\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">52% of respondents in the manufacturing sector require data visualizations for marketing purposes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">47% of respondents in the manufacturing sector create data visualizations for management.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">43% of respondents in the manufacturing sector create data visualizations for the sales team.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what does this tell us? <strong>Effective, insightful data visualizations are valuable assets when it comes to communicating information<\/strong>. For an industry, whose marketing team must constantly report insights to other departments and its potential customers, an in-house designer is essential.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But not all manufacturing brands have that luxury, and things look very different when we compare industries.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how do different industries invest in their data visualizations and where does your industry fall? Does your sector typically have graphic designers handling data visualization work, or do marketers take on that responsibility?&nbsp;<\/span><\/p>\n<p>Download the benchmark report today and find out.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\" width=\"800\" height=\"450\"><\/p>\n<p><center><a href=\"https:\/\/bit.ly\/397IKTb\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>Get The Report<\/b><\/button><\/a><\/center><\/p>\n<h2 id=\"7\">Distribution trends for data visualizations<\/h2>\n<p><span style=\"font-weight: 400;\">How do marketers format, present or share data visualizations with audiences today? Are some platforms more popular than others? What are the platforms marketers must master, in order to effectively communicate their insights?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trends in this area help us understand how marketers are engaging their audiences today.&nbsp;<\/span><\/p>\n<h3><b>What platforms do you create data visualizations for?&nbsp;<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">We were somewhat surprised, based on responses from previous questions, how respondents answered this one. It provides insight into the role content plays with branding, thought leadership and authority.&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41903\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/15.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Data Visualizations for Platforms\" width=\"800\" height=\"419\"><\/p>\n<p><span style=\"font-weight: 400;\">33% of respondents create data visualizations as video content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">40% of respondents create data visualizations for presentations.&nbsp;<\/span><\/p>\n<p><b>73% of respondents create data visualizations for social media.<\/b><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are the three most popular platforms for data visualizations.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In our question about the audiences for marketers\u2019 data visualizations, social media was not among the top responses. It was in fact, one of the lowest.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, when it comes to distributing data visualizations and their insights, social media appears to be a popular choice among marketers. How can we account for this difference?&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One possible reason is the need for almost every business to have an online presence, demonstrate thought leadership, and present a reliable brand to their audiences. Social media is one of the ways businesses do this and unique data is highly valuable.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The focus for creating data visualizations may not be central to a content marketing strategy. However, the data visualizations and their insights allow brands to build their authority in an easy way.&nbsp;<\/span><\/p>\n<p><b>In our own series on <\/b><a href=\"https:\/\/venngage.com\/blog\/visual-content-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\"><b>visual content marketing statistics<\/b><\/a><b>, 40% of marketers agreed that infographics were their most impactful forms of content and 10% felt that data visualizations in particular, were their most engaging content.&nbsp;<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/03\/Visual-Content-Marketing-Statistics-3.png\" alt=\"Visual Content Marketing Statistics Stat 2020\" width=\"800\" height=\"450\"><\/p>\n<p><span style=\"font-weight: 400;\">Content repurposing also plays a role in the types of social media content marketers produce. It certainly does in our own <\/span><span style=\"font-weight: 400;\">social media strategy<\/span><span style=\"font-weight: 400;\">. The Venngage marketing team often takes data from blog content and studies like these, to create simple but unique data visualizations for our social media channels.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We won\u2019t draw any concrete conclusions about why this difference in responses exists. However, we believe it has to do with branding, thought leadership, the value of unique data and ease of creating visuals for social media.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The complete report provides more clues, by exploring respondents\u2019 marketing goals with data, their communications challenges, and how data visualizations are most often used. These insights provide a more complete picture on how data visualizations are being used by companies today.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Download the benchmark report today and find out.&nbsp;<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\" width=\"800\" height=\"450\"><\/p>\n<p><center><a href=\"https:\/\/bit.ly\/397IKTb\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>Get The Report<\/b><\/button><\/a><\/center><\/p>\n<h2>What comes next?<\/h2>\n<p><span style=\"font-weight: 400;\">Venngage\u2019s <\/span><b>Data Storytelling in Marketing: Benchmark Report 2021<\/b><span style=\"font-weight: 400;\">&nbsp;is the first close look at the many ways marketers use data storytelling today.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers play a key role in communicating complex information so that their stakeholders (executives, sales teams, the marketing team, clients and others) can make informed decisions.<\/span><\/p>\n<p>While data storytelling has become an essential marketing skill, we can wonder how effective are modern marketers in their capacity to tell stories through data? How do marketers get started with data storytelling, and what are the skills and tools involved in that process?<\/p>\n<p><span style=\"font-weight: 400;\">As marketers, we\u2019re very familiar with our own work, but how are other marketers in different industries approaching data storytelling? More importantly, how do we compare with them?&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These questions and more inspired this benchmark report. Not only did we ask 338 marketers to share their insights, we also looked at our own database of 40,000 marketers who create data visualizations on a regular basis. The types of data they report, along with styles of charts and graphs they create, are insights included in our benchmark report.&nbsp;<\/span><\/p>\n<p><b>What you can expect from the complete benchmark report:&nbsp;<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">See how your data storytelling skills compare to marketers today<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn new ways to leverage data storytelling effectively&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discover how other industries drive success with data storytelling<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Find popular tools and resources for data visualization<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discover common challenges to data communication<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identify opportunities for growth, with new approaches to data storytelling<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn how you can close data gaps<\/span><\/li>\n<\/ul>\n<p><b>So why wait? Get your Data Storytelling in Marketing: Benchmark Report 2021 today.&nbsp;<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-41904\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" alt=\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\" width=\"800\" height=\"450\"><\/p>\n<p><center><a href=\"https:\/\/bit.ly\/397IKTb\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>Get The Report<\/b><\/button><\/a><\/center><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction&nbsp; In a year that has seen the entire population look at charts and graphs on a near daily basis, many people are starting to grapple with the communication limitations of data. Graphs can be misleading, confusing, and uninspiring.&nbsp; Marketers understand this.&nbsp;&nbsp; Data storytelling has been a part of the marketing and sales toolkit for [&hellip;]<\/p>\n","protected":false},"author":59,"featured_media":41904,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false},"categories":[175,599,95,607],"tags":[268,273],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"How effective are marketers at data storytelling and data visualizations today? 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This benchmark report explores how well marketers present information.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/venngage.com\/blog\/marketing-data-storytelling-benchmark\/\" \/>\n<meta property=\"og:site_name\" content=\"Venngage\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Venngage\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-04T15:03:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-17T07:56:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\" \/>\n\t<meta property=\"og:image:width\" content=\"3200\" \/>\n\t<meta property=\"og:image:height\" content=\"1800\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@jbear36\" \/>\n<meta name=\"twitter:site\" content=\"@venngage\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jeilan Devanesan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"20 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/venngage.com\/blog\/#website\",\"url\":\"https:\/\/venngage.com\/blog\/\",\"name\":\"Venngage\",\"description\":\"Learn to Communicate with Data\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/venngage.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/venngage.com\/blog\/marketing-data-storytelling-benchmark\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\",\"contentUrl\":\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/12\/Data-Storytelling-Marketing-Benchmark-Report-2021-Blog-Header.png\",\"width\":3200,\"height\":1800,\"caption\":\"Data Storytelling Marketing Benchmark Report 2021 Blog Header\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/venngage.com\/blog\/marketing-data-storytelling-benchmark\/#webpage\",\"url\":\"https:\/\/venngage.com\/blog\/marketing-data-storytelling-benchmark\/\",\"name\":\"Data Storytelling in Marketing: Benchmark Report 2020\",\"isPartOf\":{\"@id\":\"https:\/\/venngage.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/venngage.com\/blog\/marketing-data-storytelling-benchmark\/#primaryimage\"},\"datePublished\":\"2021-01-04T15:03:31+00:00\",\"dateModified\":\"2025-09-17T07:56:31+00:00\",\"author\":{\"@id\":\"https:\/\/venngage.com\/blog\/#\/schema\/person\/2e8fabd5d0bc159e43ae7a0b7dc7180d\"},\"description\":\"How effective are marketers at data storytelling and data visualizations today? 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