Benchmarking Customer Story Publication Rates in B2B SaaS

Carina Sorrentino · 2025-07-28 19:45:09.553945+00

Hi all - Curious if anyone is open to sharing numbers. I am trying to benchmark how many published customer stories within a given year is a "good" number for a B2B software company (of ~1,500 employees). For context - we had a high-performing year last year for stories because we had more resources - and published 34. This year, I have 21 published so far, with hopes to hit 30 by year end. Most other customer stories pages are like ours and don't have publish dates, so it's hard for me to creep and do some number crunching on my own :slightly_smiling_face: And not coming up with much from good old Google on this query. Any other SaaS orgs in here who are open to sharing? I have no real idea of knowing if these numbers are good, bad, or average. Thanks in advance for any intel!

Benchmarking Customer Story Publication Rates in B2B SaaS | CMAweekly Customer Marketing and Advocacy Slack

9 comments

· Sorted by Oldest

Charlotte Weiss
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I actually have a hot take on this. There shouldn't be a goal for number of stories created, but instead a goal to create strategic content that features customers and fills a gap. Otherwise it's stories for the sake of stories.
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Kevin Lau
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Should success be tied to the number of stories produced or the impact these stories had to your business? In other words, is the evidence being leveraged across your GTM in meaningful ways that contribute to revenue?
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Christine Newman
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I think this depends on a variety of factors, not the least of which is how big a % is customer stories your job and/or how many people are writing them? I agree that numbers for the sake of numbers is meaningless and stories should be centered around business goals, story gaps, etc. And you can also approach stories and evidence from a variety of angles…sometimes a quote is enough. But I do think that having a general # goal is also helpful.
Aparna Sharon Isa Dass
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I essentially work on how many passionate handraisers I have the entire year who are keen to be featured in a customer story... What comes out of it is simply measured via impact on industry, segment and goals we define. Like the impact the stories are driving via the content when shared with AMs, CS, sales and across the customer community...
Charlotte Weiss
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Also customer stories take multiple forms. A customer might put their hand up for a story, and could be a good candidate for a speaking opportunity at an event or a webinar or a quote in an ebook or blog. Those are more tactical than only focusing on case studies imo
Carina Sorrentino
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Thanks all! Agreed - we have a tiering strategy and other ways that we measure the actual success of stories, but its always a desire to at least have a benchmark for quantity.
Madeline Coke
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Carina Sorrentino I'm curious how you are measuring the success of your stories? This is an area I struggle with!
Rachel Bonistalli
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I agree with Kevin and the others that to have an activity or level of effort target is minimally helpful, but the strategic focus for what is created needs to be around impact and gap being filled. I recently was with a company that was around 1k employees with three content writers on my team--I was the only Customer Marketer. Most of the case studies were several years old because they were only able to do one or two at a time. I was focused on customer evidence (logos and quotes) for the new website at the time and doing more case studies was going to be further out. So, in my book - 30 is amazing and demonstrates excellent process, cross-functional collaboration, positive product experience, and sufficient help. Keep up the great stuff especially if the ones being created support the sales and product priorities.
➕1
Kristine Kukich
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We did 12 full length stories for the website and 12 customer of the month stories which were in a video format and published to social, unless they said they couldn't during the scoping process.

Charlotte Weiss
·
·
I actually have a hot take on this. There shouldn't be a goal for number of stories created, but instead a goal to create strategic content that features customers and fills a gap. Otherwise it's stories for the sake of stories.
4
2
1
Kevin Lau
·
·
Should success be tied to the number of stories produced or the impact these stories had to your business? In other words, is the evidence being leveraged across your GTM in meaningful ways that contribute to revenue?
❤️2
Christine Newman
·
·
I think this depends on a variety of factors, not the least of which is how big a % is customer stories your job and/or how many people are writing them? I agree that numbers for the sake of numbers is meaningless and stories should be centered around business goals, story gaps, etc. And you can also approach stories and evidence from a variety of angles…sometimes a quote is enough. But I do think that having a general # goal is also helpful.
Aparna Sharon Isa Dass
·
·
I essentially work on how many passionate handraisers I have the entire year who are keen to be featured in a customer story... What comes out of it is simply measured via impact on industry, segment and goals we define. Like the impact the stories are driving via the content when shared with AMs, CS, sales and across the customer community...
Charlotte Weiss
·
·
Also customer stories take multiple forms. A customer might put their hand up for a story, and could be a good candidate for a speaking opportunity at an event or a webinar or a quote in an ebook or blog. Those are more tactical than only focusing on case studies imo
Carina Sorrentino
·
·
Thanks all! Agreed - we have a tiering strategy and other ways that we measure the actual success of stories, but its always a desire to at least have a benchmark for quantity.
Madeline Coke
·
·
Carina Sorrentino I'm curious how you are measuring the success of your stories? This is an area I struggle with!
Rachel Bonistalli
·
·
I agree with Kevin and the others that to have an activity or level of effort target is minimally helpful, but the strategic focus for what is created needs to be around impact and gap being filled. I recently was with a company that was around 1k employees with three content writers on my team--I was the only Customer Marketer. Most of the case studies were several years old because they were only able to do one or two at a time. I was focused on customer evidence (logos and quotes) for the new website at the time and doing more case studies was going to be further out. So, in my book - 30 is amazing and demonstrates excellent process, cross-functional collaboration, positive product experience, and sufficient help. Keep up the great stuff especially if the ones being created support the sales and product priorities.
➕1
Kristine Kukich
·
·
We did 12 full length stories for the website and 12 customer of the month stories which were in a video format and published to social, unless they said they couldn't during the scoping process.