In a B2B SaaS world full of jargon and features, the most effective product marketers know how to do something far more powerful: tell a story that sticks.
In this episode of Porter’s Product Marketing Podcast, we’re joined by Jodi Innerfield—Product Marketing Consultant and former leader at Salesforce—who specializes in turning dry messaging into narratives that connect, convert, and inspire. With a career rooted in enterprise tech and an eye for nuance, Jodi breaks down how storytelling can elevate your positioning, sharpen your GTM strategy, and build emotional credibility with buyers.
Whether you're launching a new feature or building an enterprise narrative from scratch, Jodi’s framework will help you make your product unforgettable.
In this episode, you’ll learn:
What storytelling really means in a B2B SaaS context—and why it’s not just a buzzword
The key differences between storytelling in B2B vs. B2C (and how to adapt your approach)
How to translate customer pain points into powerful, solution-driven narratives
Real-world techniques for using storytelling to strengthen positioning and cross-functional alignment
How to measure the effectiveness of your story—beyond vanity metrics
What makes a story resonate with both decision-makers and technical users
How to get buy-in for narrative-led marketing in orgs that are more numbers-first
Why it’s worth your time:
Great product marketing isn’t about shouting louder. It’s about telling the right story to the right person at the right time. In a field where attention is limited and trust is earned, narrative clarity can be your biggest competitive edge.
Jodi doesn’t just talk theory—she gives you practical strategies, frameworks, and examples you can use today. Whether you're an individual contributor shaping messaging for a launch or a PMM leader building a team-wide narrative strategy, this episode delivers the insight (and inspiration) you need to level up.
Also in this episode:
We close with our signature rapid-fire round, where Jodi shares:
Her favorite marketing tool
The most underrated skill in product marketing
The biggest mistake to avoid
One thing she wishes she knew when she started
Her go-to podcast for learning and inspiration
Who should listen:
B2B product marketers looking to sharpen their messaging and storytelling skills
GTM leaders building narrative alignment across product, sales, and marketing
Early-stage startup PMMs trying to define their voice in a crowded market
Anyone who’s ever said, “Our product is great—but people don’t seem to get it”
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