Jodi Innerfield

Jodi Innerfield

Senior Director, Product Marketing Launch Strategy & Emerging Products, Salesforce

Content

Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsJanuary 12
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
29604 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsJanuary 12
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
20954 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsJanuary 12
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
16280 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsJanuary 12
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
14446 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsJanuary 12
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
11009 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsJanuary 12
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
5765 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsJanuary 12
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
4343 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsNovember 29
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
2648 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsNovember 29
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
2619 Views
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging ProductsNovember 29
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
2616 Views
Credentials & Highlights
Senior Director, Product Marketing Launch Strategy & Emerging Products at Salesforce
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In New York, NY
Knows About Platform and Solutions Product Marketing, Product Launches, Messaging, Product Market......more
Work At Salesforce
Senior Product Marketing Manager, Digital Marketing Strategy
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