Building Story-Driven Product Marketing Strategy with Elliott Rayner

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.