Jodi Innerfield

Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the ma...

The goal of most B2B launches is revenue--but there are many other KPIs you can track besides how much revenue you've generated! Customer KPIs: These KPIs all tell me ho...

Each geography is different, so don't treat geos as "one size fits all." Make sure you understand the nuances of the region you're launching in--what language resonates b...

The channels you use depend upon the audience you're reaching. Where does your audience spend time? What channels have historically worked best for your organization or s...

First--well done for having a post-mortem! It's really easy to just get caught up in the next thing that comes along, but post-mortems are super important! This is your t...

Honestly, the sales team is going to do/say whatever they want. It's nearly impossible to enforce that a sales team says the exact messaging you want them to, or that the...

I don't know if you'll like this answer--there is no one career path after Product Marketing. I believe career "paths" are more like jungle gyms than ladders--sometimes y...

For your launch to be a success, ideally you have completed a customer pilot so you have success stories for press; you've built a robust demo org for your sales teams so...

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 ...

What does "Product Marketing Lead" mean at your company? Titles aren't the same everywhere, so it's important to understand the expectations your manager and your company...