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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...

Supported By: UserEvidence Tired of creating case studies that gather dust? You slave away to find case studies, testimonials, and proof points that just sit on a shelf. It's time to change that. UserEvidence is sharing every secret for how to conduct crazy-effective surveys, mine them for proof points, and actually get them used by your sales team. ​→ Get your hands on the guide​

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Example #1 - A Page (and Proof) For Every Segment

If your product is used across a broad range of use cases, personas, and industries — take a look at this Solutions drop-down from Beehiiv.

It clearly lays out their product pages by use case, persona, and industry, making it easy to find a relevant page.

But on top of that, they feature relevant social proof right in the nav. They tee up some of their best case studies relevant to specific use cases, personas, and industries.

No matter who you are, it’s easy to see how Beehiiv could fit your needs with proof to back it up.

​→ See why Beehiiv's nav has us buzzing​

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Example #2 - Hints to Explain How Pricing Works

As product marketers, we think about pricing all the time, so what’s obvious to us can be confusing for customers.
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Plumb solves this with smart tooltips that explain potentially confusing pricing levers, right on the pricing page.
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It reduces friction, speeds up pipeline, and shows you’re thinking like a buyer.

​→ Try to get confused by Plumb's pricing (bet you can't)​

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Example #3 - Getting Super-Specific with Messaging

Being specific about the value you bring is one of the fastest ways to build trust.

Saying something happens in “seconds” is fine. But saying it takes “47 seconds”? That’s believable.

That’s why I love Amie's homepage.

They’re super specific about:
• What the product does
• How many users are using it at big name accounts
• How quickly you’ll see results

It’s hard not to believe the pitch when the details are this specific.

​→ See how Amie gets super specific (in 14 seconds)​

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Example #4 - Promoting the Launch With the Launch Story

Using the story behind why and how you built something can be a compelling way to promote the launch.

Figma nailed this with their Slides launch—and it’s great to see Cognism take a similar approach.

Bonus for PMMs. This post offers a rare look into how the team executed the actual launch work behind the scenes and the vendors they used.

​→ See Cognism's launch story​

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Example #5 - Announcing Your Pivot

This is an interesting spin on a waitlist page.

Otter is actually taking down their current site and announcing a pivot in their company.

Instead of shying away from a failure, Helen (their CEO) is addressing it head on and introducing us to their new direction.

They've listened to customers, decided to pivot, and are welcoming us to get on board with their new direction.

There's a realness here that I appreciate as a buyer, and respect as a business owner.

​→ See why Otter is taking a quick break​

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I know you spend hours, whole quarters even, working to gather case studies, customer stories, and testimonials. Then… they just sit there. ​ Whether it’s your fault or not, it doesn’t reflect well on you, and it certainly doesn’t help your team. That’s why UserEvidence is sharing every secret for how to: Create and conduct crazy-effective customer surveys Mine them for proof points Intentionally deploy them to your sales teams (so they actually get used) ​ You'll get no-fluff, tactical takeaways like: 12 of their best survey questions 10+ examples of designed assets 6 ideas for sales and marketing enablement Their top-performing survey incentive (and how not to get in trouble using it) ​ Download the "Closing the Evidence Gap" guide to learn how to get your hard work used, and deals moving. ​ ​→ Get your hands on every secret​

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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:

• ​Senior Product Marketing Manager @ Nue.io​
• ​Product Marketing Manager @ GOALS​
• ​Director, Technical Product Marketing @ Anomalo​

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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. ​5 GTM Plays - Brendan Short shares 5 GTM plays and the tools to make them happen.
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2. ​PLG For Sales Led Companies - See 5 of Elena Verna’s PLG tactics that every sales-led company should steal.
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3. ​Is Your Website Messaging Working - Aleksandar Radosevic breaks down the key signals that let you know if your copy is landing.
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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 Templates, Playbooks, and Examples for Founding PMMs.
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• ​Join the PMM Accelerator (Waitlist) - a 90-day group coaching program designed to help founding and solo PMMs build a high-impact product marketing function, from scratch.
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• ​Need a fractional Founding PMM? - we offer strategic advising and hands-on execution to a small number of startups looking fractional PMM support.
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• ​Sponsorships - Want to reach the Productive PMM audience with educational content that puts your product in the spotlight? Let's chat!
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​Jason and Aubrey​
​Say hi on LinkedIn!