Emi Hofmeister

Love this question. There's no single research formula that works across every product launch or big idea. And the type of research I choose depends on what I need to lea...

The outputs from a great story or narrative can take many forms, including a pitch deck (probably the most classic form), a keynote, customer story or use case, even web ...

A common mistake I see when shaping a new narrative is failing to involve sales or other customer-facing teams in the process. The best narratives I've developed across m...

Interesting that your company is making a “switch.” In my experience, product and solutions marketing are complementary disciplines and you don’t necessarily want to aban...

If you have 15 seconds, then I have to assume you're referring to creating differentiated messaging for a video ad. In this case, I would consider the medium and the chan...

To measure the effectiveness of a story, start with clear objectives. Below are a few common scenarios that require storytelling and associated objectives and metrics. Me...

Customer stories are an effective mode of storytelling, and help prospects imagine the type of success they might experience with your product or platform. If you can't u...

Let's start with definitions for platform marketing and solutions marketing. Platform marketing: Platform marketing showcases the depth & breadth of your technology. ...

To craft any messaging, I recommend always starting with the customer and defining specific value your product delivers. Depending on how technical your customer is, you ...

Driving change within a sales organization is one of the most challenging parts of the job. Before doing anything else, I recommend partnering with sales leadership to id...