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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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Example #1 - How to Sell a Platform
Platform plays are tough if you donβt guide prospects to the right starting point.
Toastβs platform section does a great job breaking down what they offer and where customers should start: Point of sale.
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But that's "just the beginning."
A great example of a company knowing how they land customers, and how they expand them.
ββ See Toast's platform sellβ
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Example #2 - No-Fluff Hero
This hero is a masterclass in clear, no-fluff messaging.
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Itβs not catchy or clever. It just clearly explains the product and how to use it.
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Read it, and you instantly get it: "Describe your ideal customer, and get targeted leads with verified contacts." β
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Simple. Direct. Effective.
ββ See Futern's no-fluff heroβ
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Example #3 - Coupled Use Cases and Personas
Origin's persona page is a great example of blending personas and use cases.
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Here, the focus is on couples managing finances together. They need shared accounts and a unified financial view.
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I love the insight that couples require something unique for managing their financial lives together. A very clear market segment with specific needs and challenges.
ββ Check out Orgin's "for couples" pageβ
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Example #4 - Stop Chasing Customers
This is a well-constructed newsletter ad. Likely the result of strong PMM and demand gen teamwork πͺ
The copy is simple and direct.
The taglineββSEO that drives revenue, not just trafficβ β focuses clearly on their differentiated value.
And in three short bullets you know exactly how they do it.
ββ See Grow with SEO's newsletter adβ
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Example #5 - Never Become a Former New Yorker
StreetEasy earns top marks for taking customer insights and turning them into a campaign that drives real emotions.
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They really know their audience. The right New Yorker will see this and shudder at the thought of leaving.
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If they were on the fence about buying in NYC vs moving to the burbs, this campaign made it an an awful lot clearer.
ββ See more from SmartEasy's campaignβ
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Founding PMM Jobs
I've started a simple job board, focused on curating new Founding PMM job opportunities.
Some highlights from this week:
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βFind More Founding PMM Jobs βοΈβ
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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- βHow to Get to Good Copy β Writing copy that converts isnβt easy. Peep Laja shares a powerful framework to ensure you have the right foundation behind it first.
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- βGTM First Principles β Charline Moss breaks down five GTM principles to help you build a more strategic, high-performing GTM engine.
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- βHow to Prompt β Aakash Gupta shares big tips on crafting prompts that drive stronger outputs.
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What did you think of this week's edition?
Hit reply and let me know, or leave a quick testimonial. I'd love to hear from you!
See you next Wednesday!
Jason and Aubrey
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P.S.
I work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways I can help:
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- βGet the PMM Jetpack - My premium library of Examples, Templates, and Playbooks essential for Founding PMMs.
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- βJoin the PMM Accelerator - A personalized coaching program to help you succeed as a founding PMM.
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βJason and Aubreyβ
βSay hi on LinkedIn!