The 4 Essentials of Killer Product Storytelling | Lanie Schenkelberg, VP of Product Marketing (Inovalon) | LaunchPod

Today, we’re talking with Lanie Schenkelberg, former product manager and current VP of Product Marketing at Inovalon. In this episode, we discuss: The 4 essential elements of compelling product storytelling How to spot weak messaging - and what strong positioning really looks like How Lanie’s team led a storytelling overhaul that contributed to Inovalon’s growth Links LinkedIn: https://www.linkedin.com/in/laineschenkelberg/ Inovalon: https://www.inovalon.com/ Resources Make it Punchy, By Emma Stratton: https://punchy.co/make-it-punchy-book/ Obviously Awesome Positioning, April Dunford: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005 Chapters 00:00 Intro 01:48 The Importance of Messaging and Storytelling in Product 03:01 How to go from Product Management to Marketing 06:10 Understanding the Customer's Big Win 12:45 The Hero Story Format 15:12 The Role of Positioning and Differentiation in Product Marketing 21:23 How Lanie Scaled Positioning at Inovalon 31:29 Outro Follow LaunchPod on YouTube We have a new YouTube page! Watch full episodes of our interviews with PM leaders and subscribe! What does LogRocket do? LogRocket's Galileo AI watches user sessions for you and surfaces the technical and usability issues holding back your web and mobile apps. Understand where your users are struggling by trying it for free at LogRocket.com.Special Guest: Lanie Schenkelberg.