How do you measure the success of your messaging?

It's pretty difficult to get a straightforward read on the effectiveness of your messaging and positioning but there are a few things you can do to ensure your messaging is more likely to succeed. 1) During the process of creating the messaging, work with your market research team to test aspects of the messaging with prospects and customers. This can be both quantitative test of words or descriptors you use as well as qualitative tests where you actually test aspects of a pitch with customer. 2 ...Read More

Conversion rates across the funnel - Did the messaging drive the desired actions at each customer touchpoint from initial engagement to sign up/trial/purchase Landing pages, emails, posts, and ad performance - How did individual assets and channels perform relative to benchmarks?  Sales asset usage and engagement - Which assets, talking points, and messaging were used, and how did prospects and customers engage? Highspot will show you which sales assets are being used the most and which are driv ...Read More

This really depends on your where you are as an organization, and what your overall goals are, but here are a few thoughts and ideas: If you are trying to move up-market as an org, you can try to measure brand perception with different segments over time. While brand perception is not entirely isolated to messaging, messaging plays a huge role in how your brand is perceived and this can be a great indicator of how customers are responding to the story you are telling about your org. Most orgs ha ...Read More

Lots of ways to do this, but there are 'tactical' and 'strategic' ways to measure success. Tactically, setting up metrics-based feedback loops in the go-to-market is key. We used Outreach in our SDR efforts that offers a great, low-risk way to quickly test messaging, we measured content performance in the field via analytics on our Box fileshare, and, obviously, demand gen performance reviews are important.   Win/loss reviews are also great. I like to get about 20-25 reps to provide feedback eve ...Read More

This is probably one of the toughest problems we face as marketers. A lot of times, teams will look at a combination of leading quantitative indicators (clicks, conversions, time spent, etc.) and qualitative signals (from buyer interviews, listening to sales calls, etc.), to take a best guess at what’s working and what’s not. There are lots of problems with this. It’s tough to isolate messaging as the primary driver of these results, and assign quantifiable measures that will clearly indicate im ...Read More

There's no perfect way to do this. People hate when I say this but when it comes to messaging, I'm much more into qualitative feedback vs. quantitative. If you similarly hate me, feel free to move on. If not, here are a few qualitative measures I use: Can your sales team remember it and pitch it on calls? If you use call recording software with your team, take a listen. If your sales team is pitching it, it's working. If not, it's not. Do a webinar or event and ask for feedback after. Incentiviz ...Read More

Measuring the success of messaging overall generally ties back to product launch goals — whether that’s a sales or revenue number, or more user/signup focused. That being said, if you’re working on positioning and messaging outside of a launch then I’d look at metrics like length of sales cycle, demo to close rate, % of deals closed-won vs, closed lost (and against specific competitors if that’s important to your product line/business), and raw volume of sales and MRR/ARR. You can switch some of ...Read More

Anchor on the metrics that matter. You can track efficacy of messaging throughout the funnel - and at each stage, the KPI might be different. Decide/discuss with your team what objectives you're trying to accomplish and base your measurement plan off that. For example: if your main business goal is to drive revenue: Top of the funnel: work with your data team/marketing ops to ensure you're tracking important metrics Example metrics: CTRs of ads Site visitors Demo requests Sign ups Middle of the ...Read More

There are multiple methods to gauge the effectiveness of messaging and positioning at different stages. Pre-launch: Quantitative surveys: Test messaging variations with your target audience to identify what resonates. Tools like Wynter: Evaluate messaging effectiveness in real-time within your target segment. Product beta testing: Refine messaging based on user feedback and real-world use cases before the mass launch. Post-launch: A/B testing: Compare different messaging versions on various comm ...Read More

Hard metrics like clicks, views, linger time, or sign-ups are invaluable for gauging campaign performance. However, relying solely on these quantitative indicators to judge the success of your messaging often falls short. Metrics can tell you what is happening, but they rarely explain why—and in the world of Product Marketing, that “why” is critical. The real insights emerge when you move closer to your target customer. Conducting qualitative interviews, presenting your messaging, and listening ...Read More

The ultimate KPI for great messaging and positioning is always the health of your business and your most important business metrics. Great messaging can doe everything from increasing conversion rates, accelerating the sales cycle, lowering acqusition costs to improving win rates. Those would always be the P0 OKRs to me. There are great leading indicators too, which are more tangible and direct. Things like ad click through rates, email click through rates, site bounce rates, time on site, and m ...Read More

There are lots of valid ways to measure messaging success – CTR, conversion rates, win/loss feedback, sales adoption, customer interviews. The challenge isn’t the lack of data, it’s working out what actually means something. What I’ve found more useful is thinking in terms of signals rather than a single KPI. 1. Leading signals (is it landing at all?)This is where you look at things like ad engagement, landing page behaviour, email response, or early sales reactions. Useful, but noisy. I don’t m ...Read More