How do you measure the success of your storytelling efforts?
Did the story change behavior? That will be the key judge on if the story was successful.
How do you tell if the story changed behavior?
Ensure a clear understanding and size of the target audience.
Ensure there is a clear behavior change to track.
Create a baseline of what that audience currently does who has not been exposed to the story yet.
Measure the rate of change/switching behavior of the audience after they've been exposed to the story and product.
Validate that the behavior is retentive, and not just top line (ex: converting for the free trial).
Hopefully the switching behavior metrics are things like bought the product, subscribed or some sort of business-bearing metric that can show the contribution to the company as well.
I think I’ve mentioned this a few times, but qualitatively it’s in the organic uptake by the sales teams, and positive reception from the community. I think from a quantitative view, you know when the messaging is right when you’re seeing engagement (whether that’s webinar signups, trial starts, contact us leads, etc.) on your various product marketing surfaces. Nailing the persona and ICP and iterating obsessively on the message that you deliver to them and seeing that pay off in the funnel is a great feeling as well.
Well, there are engagement metrics worth looking into such as:
Content Consumption: Track metrics such as page views, time on page, and bounce rates for your storytelling assets (e.g., blogs, white papers, videos). High engagement signals that the story is capturing attention.
Video Completion Rates: For video storytelling, monitor how many viewers watch until the end. A high completion rate shows that the story is compelling.
Downloads or Shares: Measure how often your storytelling assets (e.g., eBooks, infographics) are downloaded or shared. This indicates that the content resonates with the audience enough for them to pass it on.
Then you should measure message recall such as:
Surveys and Feedback: Use customer or prospect surveys to ask if the key message of your story was clear and memorable. How easily can they retell your story in their own words?
Sales Feedback: Gather feedback from your sales team on whether prospects are recalling and resonating with the narrative. Are they mentioning the key points during discussions?
Demand generation and conversion rates such as:
Top-of-Funnel Performance: Track how many new leads or inquiries your storytelling efforts generate. Are more prospects entering the funnel as a result of the content you’ve created?
Middle-of-Funnel Conversion Rates: Measure whether your storytelling assets help move leads down the funnel. Does content like case studies or white papers tied to your narrative convert prospects to the next stage (e.g., from consideration to decision)?
Bottom-of-Funnel Conversions: Assess whether storytelling directly impacts purchasing decisions. Are prospects who engage with the narrative more likely to close?
Brand sentiment such as:
Social Media Monitoring: Track mentions of your brand and products on social media to see how people are reacting to the story. Are they discussing your messaging in a positive light?
Net Promoter Score (NPS): Measure customer satisfaction and loyalty. If your storytelling is effective, it should improve how customers perceive the brand and whether they are likely to recommend it.
A/B test what's resonating and use your sales team to guage:
Sales Cycle Impact: Measure whether the storytelling efforts have shortened the sales cycle. Is the narrative making it easier for sales teams to engage and close deals faster?
Sales Team Adoption: Gauge whether the sales team is actively using the story. Are they incorporating it into their pitches and finding it helpful in addressing customer pain points?
A/B Test: Run A/B tests on different versions of your messaging to see which storylines perform best. This can include testing different headlines, narratives, or calls to action in emails, landing pages, or ads.
Top Product Marketing Mentors
