Marketing Pack Leaders

In today’s product marketing landscape, storytelling is often treated like the garnish—something you layer on once the strategy is set and the assets are ready. But what if it’s actually the main course?

In this episode of Porter’s Product Marketing Podcast, we’re joined by Elliott Rayner, CMO at OWOW and a global product marketing leader with past experience at ARION, Babbel, and ASICS. With an MBA from the University of Madrid and a bachelor’s from Copenhagen Business School, Elliott has helped shape stories that connect across industries, cultures, and audiences.

Together, we explore what it means to make storytelling a strategic function in your product marketing—not just a creative one.

In this episode, you’ll learn: How to embed storytelling early in your product marketing strategy—not just at the end What storytelling looks like in a B2B context and how it differs from B2C The frameworks Elliott uses to shape story-first go-to-market motions How to balance narrative with data, especially in high-stakes decision environments The role of storytelling across the funnel—from initial awareness to post-sale retention How to build a culture of storytelling inside your company (even when teams are metric-driven)

Why this episode is worth your time: Storytelling isn’t fluff. It’s a strategic asset—and one of the most effective ways to turn technical features into memorable, differentiated messaging. Elliott breaks down how to create stories that do more than sound good—they align teams, engage customers, and actually drive business outcomes. You’ll leave with a better understanding of how story fits into product marketing’s most critical functions: positioning, cross-functional influence, GTM execution, and customer resonance. He shares not just why story matters, but how to make it part of your daily work—through content, campaign planning, product launches, and internal alignment. If you’re a product marketer who’s tired of the phrase “we just need better messaging” with no framework to back it up, this episode will give you tools to do something about it.

Who this episode is for: Product marketers looking to move beyond feature-based messaging GTM leaders trying to build stronger internal alignment through narrative Brand or content marketers seeking to partner better with product teams Founders or PMMs building early-stage positioning frameworks Anyone trying to make complex products easier to understand—and more memorable

🎧 Loved this conversation? Subscribe to Porter’s Product Marketing Podcast to hear from experts who’ve done the work—whether it’s crafting global narratives, scaling GTM teams, or launching AI-powered platforms.

📰 Want more content like this in your inbox? Subscribe to Porter’s PMM Posts—a free newsletter from your host, Josh. You’ll get weekly frameworks, case studies, and strategic insights for modern B2B product marketers: 👉 https://porterspmmposts.substack.com

💬 Know someone who’s trying to bring more story into their marketing? Share this episode with them—and keep the conversation going.

The best product marketing doesn’t stop at launch—it lives in the hands of your happiest (and sometimes loudest) customers. That’s why the relationship between product marketing and customer marketing is so critical—but also so often underdeveloped.

In this episode of Porter’s Product Marketing Podcast, we’re joined by Andrew, the Customer Marketing Lead at Google. With a background that includes roles at Oracle and Trifacta, plus an MBA from Boston University and a bachelor’s from Assumption University, Andrew brings a rare blend of strategic product thinking and hands-on customer advocacy. He’s sat at the intersection of customer feedback, product launches, reference programs, and retention campaigns—and in this episode, he breaks down exactly how product marketers and customer marketers can work together to create a flywheel of trust, proof, and impact.

Whether you’re trying to gather stronger customer quotes, create better case studies, or just improve alignment with the customer marketing team down the hall, this episode delivers practical, tested advice.

In this episode, we cover:

How product marketing and customer marketing differ—and where they overlap

Why alignment between the two functions can supercharge GTM and post-sale strategies

The most effective ways PMMs can collaborate with customer marketers during and after launches

How to leverage customer advocacy to refine messaging, build credibility, and fuel demand Best practices for turning customer stories into high-impact content

How to set up shared KPIs and communication rhythms that create long-term alignment

Real examples from Andrew’s work at Google and Oracle that show what great collaboration looks like

Why this episode is worth your time:

Too often, customer marketing gets left out of the strategic GTM conversation until the last mile—just in time to ask for a quote or rush a case study. But in reality, it should be baked into your product marketing engine from day one.

This episode will help you reframe customer marketing not as a downstream content factory, but as a strategic partner that strengthens your messaging, powers your launches, and builds long-term credibility with your market. If you’ve ever struggled to get references for a launch, had sales ask for “just one more proof point,” or felt like you’re not tapping into your happiest customers enough—this one’s for you.

You’ll also hear Andrew’s answers to our rapid-fire round, including:

His favorite marketing tool

The most underrated skill in product marketing

The biggest mistake to avoid

One thing he wishes he knew when he started And his favorite podcast

Who should listen:

PMMs looking to improve how they partner with customer marketing Customer marketers seeking better alignment with product teams

GTM leaders who want more consistent post-launch momentum

Anyone responsible for customer advocacy, reference programs, or proof-point content

Product marketers launching in new verticals or customer segments 🎧

Enjoying the show? Subscribe to Porter’s Product Marketing Podcast for conversations with the most thoughtful minds in PMM—from SaaS to storytelling to strategic alignment.

📰 Want even more insights like this in your inbox? Subscribe to Porter’s PMM Posts, the free newsletter for modern B2B product marketers. Every issue includes frameworks, narrative strategies, and actionable thinking you can use right away. 👉 https://porterspmmposts.substack.com

💬 Know someone in PMM or customer marketing who’d find this episode helpful? Send it their way. Better collaboration starts with better conversation.

The education market offers massive potential for software companies—but it comes with its own rhythms, pressures, and expectations. Marketing to educators, administrators, and institutions isn’t the same as marketing to enterprises or consumers. It demands a different mindset—and a whole lot more patience, trust, and purpose-driven messaging.

In this episode of Porter’s Product Marketing Podcast, we’re joined by Tia Lendo, a Product Marketing Consultant who has worked at Google and McKinsey, and who brings a unique perspective on navigating the complex world of education marketing. With an MBA from Stanford and a bachelor’s from UNC, Tia has helped both established companies and startups break into—and thrive within—the education sector.

If you’re marketing SaaS products, learning tools, or tech platforms aimed at schools, universities, or educational organizations, this conversation is packed with strategy, timing, and positioning insights you won’t want to miss.

In this episode, you’ll learn:

How the decision-making process in education differs dramatically from other industries

Why buying committees in education often include both financial gatekeepers and pedagogical influencers

How to build messaging that resonates across a highly skeptical, mission-driven audience

The critical role of seasonality in go-to-market planning for education

How to navigate long sales cycles and limited budget windows without losing momentum

Tactics for building trust and credibility with schools, districts, and universities

Why focusing on outcomes for students (not just features) creates deeper emotional buy-in Examples of successful education-focused campaigns and what made them work

Why this episode is worth your time:

Selling software into the education market isn’t just about showing ROI—it’s about demonstrating real, tangible value for students, teachers, and communities.

If you apply traditional B2B marketing tactics without adjusting for the education sector’s unique needs, you risk missed opportunities, delayed sales, and weak adoption. Tia’s advice will help you approach the education space with the right blend of empathy, timing, and strategic rigor.

Whether you're building your first school-targeted campaign or looking to deepen your traction with educational buyers, you'll come away with a much sharper, more informed go-to-market plan.

Plus, stick around for the rapid-fire round, where Tia shares:

Her favorite marketing tool

The most underrated skill in product marketing

The biggest mistake to avoid in marketing to education

What she wishes she knew when she started

Her favorite podcast recommendation for marketers

Who should listen:

Product marketers focused on EdTech, SaaS, or services for schools and universities

Demand gen leaders planning campaigns tied to academic calendars

Founders launching into education as a new vertical Marketers looking to strengthen their credibility and build trust in purpose-driven sectors

Anyone navigating slow, complex sales cycles in mission-led organizations

🎧 Love this conversation? Subscribe to Porter’s Product Marketing Podcast to hear from some of the sharpest minds across SaaS, EdTech, AI, and beyond.

📰 Want more frameworks, positioning strategies, and campaign insights? Subscribe to Porter’s PMM Posts, Josh’s free newsletter for B2B product marketers: 👉 https://porterspmmposts.substack.com 💬

Know a colleague who’s targeting the education sector? Send them this episode—it might just change their approach.

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:

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:

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”

🎧 Like this episode? Subscribe to Porter’s Product Marketing Podcast for conversations with top PMMs, GTM experts, and storytellers in tech.

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💬 Know someone who'd love this episode? Share it, tag us, and keep the storytelling going.

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