Mastering B2B SaaS Storytelling to Drive Impact with Jodi Innerfield

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” 🎧 Like this episode? Subscribe to Porter’s Product Marketing Podcast for conversations with top PMMs, GTM experts, and storytellers in tech. 📰 Want more insight like this in your inbox? Subscribe to Porter’s PMM Posts — Josh’s free newsletter packed with frameworks, deep dives, and curated thinking for B2B product marketers: 👉 https://porterspmmposts.substack.com 💬 Know someone who'd love this episode? Share it, tag us, and keep the storytelling going.