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

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July 15th, 2025

32 mins 15 secs

Season 1

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technology product management digital experience business

About this Episode

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

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