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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.

Let's get to it...

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Example #1 - Anchoring In Use Cases

Anchor's homepage does a great job communicating what the company does using concrete capabilities and use cases.

Right away, you see they have five core products that help companies build financial products: Accounts, Payments, Cards, Credit, and Savings + Investment.

As you dig deeper into each product you're then shown specific use cases. For example, Payments can be used to facilitate collections, book transfers, inter-bank transfers and more.

​→ See Anchor's product and use case breakdown​

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Example #2 - Punching Up

Neil Gandhi is launching a new product, and he's taking direct aim at the industries biggest incumbent.

His positioning is clear. He's building a Docsend competitor that's faster and easier to use. A classic example of picking a fight with a market leader.

His product explainer is also clear. A simple one-minute video showing multiple practical use cases for his product.

Even his domain name makes for a compelling story.

​→ See Neil's 1-minute explainer and post​

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Example #3 - How It Works Hero

This is one of the most unique hero animations I’ve seen.

While it doesn't have an actual product visual, I'd argue that it still communicates how the product works in a visual way — which is more helpful for this type of product.

The animation walks you step-by-step through the process of Gocertify delivering the right offer to the right website visitor.

In a few seconds, you get it!

​→ Check out Gocertify's creative hero​

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Example #4 - Visual Product Comparisons

Most multi-product companies use long feature lists to explain their offerings.

Wealthfront pulls it off with 106 words and a killer image.

This visual makes the differences between investment options instantly clear— no jargon, no overload.

A great example of how design, simple messaging, and creativity can make complex topics easy to grasp.

​→ See Wealthfront's awesome product comparison​

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Example #5 - Market the Problem, Not the Category

Even the most well-known category creators focused on marketing the PROBLEM — not the category. This is one small example.
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Klaviyo recently started positioning themselves as the first B2C CRM. If you watch the first 5 minutes of their launch event video, you’ll see a great example of problem storytelling.
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Their founder, Andrew, talks about the time he built a skating rink in his back yard, the relationship he formed with a hardware store clerk, and the disappointing experience he had during one visit when that clerk wasn’t working.
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In a few minutes you can easily understand the problem that a B2C CRM solves.

​→ See Klaviyo nail the problem before the category​

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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:

• ​Product Marketing Manager @ Qase​
• ​Product Marketing Manager @ Fingerprint​
• ​Product Marketing Manager @ Blockovate ​

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​Find More Founding PMM Jobs ↗️​

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3 More Things

Three articles, posts, or tools you should add to your swipe file.

1. ​A Simple System for Gathering Customer Insights - Every PMM should be interviewing customers. This is the repeatable system Shoshana Kordova uses to prep for interviews and track her insights.
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2. ​Can You Make That Punchy? - Every marketer gets asked to make messaging punchy but what does that mean? Emma Stratton digs into where to start.
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3. ​Stop Starting With the Category - Brendan Hufford breaks down why successful category creation starts with the problem, not the category.
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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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• ​Get the PMM Jetpack - My premium library of Examples, Templates, and Playbooks essential for Founding PMMs.
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• ​Join the PMM Accelerator - A personalized coaching program to help you succeed as a founding PMM.
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​Jason and Aubrey​
​Say hi on LinkedIn!