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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: The PMM Jetpack What's the #1 Challenge for PMMs? Lack of resources — time, budget, team. The PMM Jetpack delivers real playbooks, templates, and examples to level up your work, no matter what you’re working with. ​→ Get the Jetpack​

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Example #1 - The New Standard For Demo Centers

Close just launched one of the best demo centers I've ever seen.

Right away, you're hit with a stunning construction theme that stays consistent throughout 🤩

But the best part? It gives buyers multiple ways to explore the product — based on exactly what they care about.

• New to Close? Start with a high-level overview.
• Want a role-specific view? Take a persona-based demo.
• Curious about a specific feature? Take a short demo, organized by capability.

Close does offer a free trial, but it requires some upfront time investment to see the true value. This type of self-serve experience allows buyers to get behind the wheel, see the value right away, and speed up the purchase process.

​→ Test drive Close — No hardhat required​

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Example #2 - Interactive Hero Images

Whalesync’s hero image is a clever mix of a “how it works” explainer and micro-demo in one.

How does their platform work in a nutshell?

“Update your website, CRM, or app from a spreadsheet.”

ex. Make a change in Airtable, and watch it instantly sync to Webflow. 🤯

But to make this even clearer, they've made their hero image interactive. You can actually update the table in Airtable and see it change instantly in Webflow.

Very cool.

​→ Give it a try for yourself!​

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Example #3 - Explaining Complex Concepts With Simple Visuals

Try explaining an "Event Gateway" to someone. It's not easy.

Hookdeck takes the abstract idea and makes it understandable with simple dataflow visuals.

Each image maps out a specific use case, showing exactly what the product does and where it fits.

Even if you don’t know how to define “Event Gateway,” you walk away knowing how it works and where it’s most useful.

​→ See Hookdeck's clever penny drop pic

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Example #4 - Focus on the Problem, Not the Category

This is a great example of how to do messaging in a new product category.

Focus on what the customer cares about: The problem you solve and the outcome you deliver.

Most marketers and founders default to focusing on their new category. Naming the new thing that buyers don't understand or use in their vocabulary.

They're "trying to make fetch happen"

Instead, Profound focuses on the use case: “Get your brand mentioned by [insert AI here].”

I have no idea what product category they fall into — but I don't think that matters. I still know exactly what it will do for me.

​→ See how Profound focuses on the problem, not the category​

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Example #5 - How to Remove Uncertainty

What's the purpose of a "how it works" section?

It's a FUD remover. A good HIW section gives buyers more confidence around how your product will deliver on your value prop.

And despite what you might think — they don't need to be flashy. Just clear.

Take this example from Portal. It clearly shows freelancers how they’ll go from proposal to getting paid in just five steps.

By the end, there’s no confusion. You know exactly what you’re getting and how it works.

​→ See how Portal gets you from proposal to paid​

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Never Start From Scratch Again Product marketers like Emily use the PMM Jetpack to skip the unnecessary parts of building a PMM function from the ground up. "The launch playbook is a prime example. I spent HOURS creating one, that didn't quite do what I wanted. One click in The Jetpack — boom, done. Simply incredible!" Stop staring at a blank page. Get every resource you need for your next launch, campaign, messaging project, and more. ​ ​→ Get the Jetpack​

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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 Director @ Moonvalley​
• ​Vice President, Product Marketing @ Docebo​
• ​Principal Product Marketing Manager @ Vendia​

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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. ​20 Great Growth Experiments - Matt Lerner shares 20 of the most effective growth experiments he’s run over the past 10 years.
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2. ​Intent Metrics to Focus On - Lots of intent signals are just noise. Emily Kramer shares 16 signal-based campaign ideas that cut through.
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3. ​Test Your Messaging - Gab Bujold’s Messaging Testing Starter Pack will help you de-risk a critical part of your GTM.
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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!