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How do you measure the success of your storytelling efforts?

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2 Answers
Storytelling
  1. April Rassa
    April Rassa

    Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y

    The metrics I care about most are the ones that show the story actually changed something whether that's a behavior or a deal. Message recall. Ask prospects and customers to retell your story in their own words. If they can't, the narrative isn't landing. Sales feedback is equally valuable here — are reps hearing your key messages echoed back in conversations? That's the clearest signal that the story is sticking. Funnel conversion rates. Does engaging with your storytelling assets actually move ...Read More

    578 Views
  2. Susan "Spark" Park
    Susan "Spark" Park

    Pinterest Director of Product Marketing | Formerly Meta (Facebook), Spotify, Google, Monzo • 1y

    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 retentiv ...Read More

    724 Views
  3. Nikhil Balaraman
    Nikhil Balaraman

    Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 1y

    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 ...Read More

    452 Views

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