Measuring Messaging Effectiveness

January 1st, 2018

Barry Vasudevan VP, Principal Analyst

Barbara Winters VP, Principal Analyst

John Buten Principal Analyst

With contributors:

Katie Fabiszak , Paul Ferron , Amy Hayes , Beth Caplow

Summary

Marketing campaigns and content require messaging that resonates with the intended audience. B2B portfolio marketers must use a mix of intuitive assessments and hard data to ensure that the messaging they create resonates with buyers and helps the organization meet marketing and business objectives. This requires a deep understanding of the buying audience, a disciplined workflow process, and a messaging blueprint that can be used for content and campaign creation. In this report, we present four metric classes for measuring messaging effectiveness: activity; output; impact; and operations and readiness.

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