AMA: Salesforce Senior Director, Product Marketing Launch Strategy, Jodi Innerfield on Messaging
November 29 @ 10:00AM PST
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Salesforce Senior Director, Product Marketing Launch Strategy, Jodi Innerfield on Messaging
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 30
Messaging should focus on the benefits you deliver to a customer, not the features. When you focus on benefits, you can start truly differentiating based not just on the "things" your customer can do with your product, but also on the "why" behind your company and your product overall. If you're......Read More
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 30
There are two big "reasons" to refresh messaging: your product changes, or the market changes. When your product changes or you add new features, that's a pretty clear time to make sure your messaging reflects the latest benefits and values for your customer. Changes in the market will impa......Read More
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 30
Quantitative testing is probably best done as an A/B test. Some ideas: * Email subject lines: Weave your messaging into subject lines and compare open rates * CTAs: Use messaging for CTAs on web or email compare CTRs (click-through rates) * Webpage copy: Try A/B testing webpage headli......Read More
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 30
When I was at a small startup we would use email subject lines, webpage copy and CTAs, and paid media banners to test our message. It's a quick and cost-effective way to A/B test what resonates with your customers. You should also always talk to your sales teams and see if your message/narrati......Read More
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 30
There are a lot of stakeholders. Are you ready for it? * Product Managers: I like to start with a PRD (product requirements document) to really understand what's in the product, the jobs to be done, how a user uses the product, and what the benefits are. This is the baseline for the fi......Read More
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 30
Your messaging should speak the language of the customer. If your audience is technical, you can use the language that they are familiar with to articulate the value of your product. You don't want to go too jargon-heavy, but for example, if you're product helps streamline API management, and you......Read More
2757 Views
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