AMA: Salesforce Senior Director, Product Marketing Launch Strategy, Jodi Innerfield on Messaging

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 prod...

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 y...

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 ti...

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 ...

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 ...

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 ratesCTAs: Use messag...