Your website messaging doesn’t matter (and why I’m starting a newsletter)

Each newsletter, I'll cut through the marketing noise to bring you real talk from other leaders, what’s actually worth reading, and the occasional hot take that makes you think.

In today’s newsletter:

I’m a pretty decisive person. Once I make a decision, I stick to it and get it done. So when I decided last week that I’d start a marketing newsletter for clients and prospects, I dove in headfirst.

But in addition to decisiveness, overthinking is another one of my virtues. Much to the detriment of this newsletter, that meant I immediately began researching email marketing platforms to use, ultimately spending more time evaluating platforms than actually writing this email. I scoured the footnotes of every newsletter in my inbox (of which there are far too many): Kit, Flodesk, Squarespace, Substack, Klayvio, Marketing Cloud, Mailchimp…the list goes on.

So, I did what any good marketer does: I prompted Claude.

This journey, and Claude’s response, reminded me of something vitally important to marketers:

✨ MESSAGING CONSISTENCY ✨

Your prospects are no longer looking at your website’s L1 headline to know what you do. They’re looking to Claude or ChatGPT or Gemini to analyze them. Meaning, your messaging needs to be differentiated and consistent not just on your website, but on your review sites, pricing pages, analyst reports, Reddit, you name it. LLMs look beyond your website for authoritative sources about your product, which means your messaging needs to be consistent across all these places. You can no longer rely on your website to be your source of messaging truth. It needs to show up everywhere.

What can you, as a marketing leader, do?

Here’s where I’ll share what I’ve found worthwhile among the myriad newsletters, podcasts, and open tabs across my devices lately. No fluff, just the good stuff.

⚙️ The MKT1 Newsletter’s B2B Marketing Tools Survey and Future Predictions: A survey of 200+ B2B marketers on the tools they’re obsessed with and consider most critical. An unscientific yet invaluable peek inside the incumbent and emerging tools in a marketer’s toolkit.

tl;dr: The "tools they're eager to try" list is basically a roadmap of what's NOT working in their current stack. The real insight isn't which tools are popular, it's which problems remain unsolved.

A bit of my own writing, recent engagements, client updates, and things I’m doing.

📌 What’s the Difference Between Start-Up and Enterprise PMMs?: Hiring the right talent is the hardest and most important part of leadership, and adding the right skillset to your team is crucial. PMMs build different skills at start-ups than they do at, say, a Fortune 100 enterprise company. Both are great training grounds, but who you hire depends on whether you need a scrappy self-starter or a seasoned, framework-first marketer. This post highlights the key differences between these training grounds based on my personal experience, and includes a “Start-Up vs Enterprise PMM Skillset” onepager because who doesn’t love a onepager?

🎤 Storytelling for Marketers Workshop: I hosted a workshop on “The Art of Storytelling for Marketers” at PMA’s NYC Conference recently. The standing-room-only crowd proved something I've suspected: marketers still don’t know how to put frameworks into action. In this interactive workshop, we went through the three keys to any great story: who are you talking to, how do you get their attention, and why should they care?

Your marketing team is stretched thin, launches feel chaotic, and you're not sure if your messaging actually resonates. You need strategic leadership but can't justify a full-time hire.

Sound familiar? I work with marketing leaders who need seasoned product marketing expertise on their highest-impact initiatives—bringing enterprise experience with startup speed.

Fractional PMM Leadership: I help get shit done, without the overhead of a full-time senior hire. Whether you need messaging frameworks, go-to-market support, or a new product launch strategy, I work alongside your team to execute, not just advise.

Perfect for: CMOs and marketing SVPs who need strategic marketing execution and leadership support, but don't have the bandwidth or budget for senior full-time talent.

Team Capacity & Capability Building: You know what good marketing looks like, but you're hitting bottlenecks in execution. I step in as an extension of your leadership team to provide strategic reviews, coaching, advisory support, and framework development that scale your team’s impact and make the most of your time.

Perfect for: Marketing teams that need senior-level strategic advising and coaching without long hiring timelines.

Workshops and Keynote Speaking: Who doesn’t love interactive workshops and inspirational keynotes? I bring topics related to marketing and storytelling to your events, off-sites, and experiences.

Perfect for: Marketing teams, sales teams, or leadership groups who want to improve how they communicate stories and complex ideas.

I’ve got a growing list of talented PMMs quietly looking for their next move. If you’re hiring or will be hiring soon, respond and let me know what you’re looking for.

That’s it for now! Tune in next time when we see if I stick with the same email marketing platform or if I’ve moved on already…

Jodi