What are the most important metrics to measure messaging success and how do you test and measure it?

Even in the age of endless message testing and optimization, nothing beats talking to customers. Get on customer and sales calls and use your own messaging - do their eyes glaze over? Or do they lean in and ask questions?

Aside from this, it's critical to be locked at the hip with your demand gen team to see which messages are performing at which stages of the funnel. If a value prop is not resonating, it may be you are surfacing it too early in the funnel - or that customers do not care. The qualitative work you do on calls will be critical to helping you contextualize and interpret this data.

Measuring the success of your product messaging is crucial to understanding how well it resonates with your audience and drives your business goals. Here are a few different ways to measure how successful your messaging is on the different channels it’s shared on at a micro-level and macro-level: 

More pin-pointed ways to measure success of messaging and how it’s resonating on certain channels like email, and in-product messages, websites and social media: 

• Click-through rate (CTR): How many people who saw your message took action by clicking on a link or call to action. It's a good indicator of the message's ability to engage your audience.

• Conversion rate: % of users who took the desired action after engaging with your message, such as making a purchase, signing up, or downloading content.

• Engagement metrics: Engagement metrics like likes, shares, comments, and retweets (on social media) to see audience's interest and interaction with your message.

• Bounce rate: For messaging that’s used on the website, a low bounce rate indicates that your message is attracting visitors who engage with other content on your site, while a high bounce rate suggests that the message might not be resonating.

• Time on page: The amount of time users spend on a landing page or content page after engaging with your message can indicate the message's effectiveness in keeping visitors engaged.

• Email open rate: In email marketing, the open rate measures how many recipients opened the email which can tell you the effectiveness of your messaging

• Email click-through rate: How many people clicked on links or calls to action within your email? This shows the message's ability to drive action.

Broader, more qualitative ways to measure success of your messaging

• Customer feedback and surveys: Collect feedback from your customers through surveys, focus groups, or direct communication. Ask questions related to the messaging's impact and whether it aligns with their expectations.

• Sales feedback: How often is sales using the customer-facing materials you built for them to use like pitch decks, etc. Is it resonating with their customers? How many folks from GTM are using it or viewing it

• Brand awareness and sentiment: Track brand recognition and sentiment through tools like social listening and sentiment analysis to gauge how your messaging is impacting brand perception.