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Jodi Innerfield
Senior Director, Product Marketing Launch Strategy, Salesforce
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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 market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-co......Read More
24500 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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 how much my launch resonates with my target customer. Pipe generation; lead generation/form fills on any key launch assets like ......Read More
17641 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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 best in messaging? What channels might be different? How does the perception of your organization or product change based on geo......Read More
13785 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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 similar products? You can usually get a good sense of channels to activate based on persona research. Even if you're launching......Read More
12209 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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 time to reflect on the launch planning, the launch itself, and whatever happens next. Launch Planning Reflection - Get feedba......Read More
8582 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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 they use the exact slides and resources you want them to. When we do further message testing and make refinements, I try and mak......Read More
4573 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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 they can show customers the product; and you've spent time conducting internal and external research to make sure your message......Read More
3471 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • 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
2274 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • 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
2272 Views
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • 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
2271 Views
Credentials & Highlights
Senior Director, Product Marketing Launch Strategy at Salesforce
Top Product Marketing Mentor List
Top 10 Product Marketing Contributor
Lives In New York, NY
Knows About Product Launches, Messaging, Go-To-Market Strategy, B2B Product Marketing KPI's, Prod......more
Work At Salesforce
Technical Product Marketing Manager/Senior Manager
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