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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 the endless hunt for customer proof points? UserEvidence created a three-part guide breaking down how to build a scalable customer evidence program. From finding gaps, to sourcing an endless supply of customer proof points, to making it work across your GTM motion. Best part? It's all free and ungated. ​→ Get the first lesson now​

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Example #1 - Seriously Big Proof 🤯

When you're selling to the biggest companies on the planet — proving that you're built for scale means a lot.

Ahrefs doesn’t just say they handle big data. They have the receipts to prove it 🧾

Their "Our data" page (yes a full page) tells a clear story of scale and control while pairing it with seriously big and specific proof: 1M CPU cores, 742PB of SSD, and $900M saved by building in-house, just to highlight a few.
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These aren’t vague claims. They’re hard numbers that land. And for champions that need to convince their boss that a vendor can handle their size — this is a killer piece of buyer enablement content that makes life super easy.

​→ Get ready to see some seriously impressive numbers​

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Example #2 - Just Add a Zero

Maybe’s pricing page doesn’t leave you guessing. It’s simple, clear, and cleverly framed.
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The best part? The annual plan is exactly 10x the monthly. One added zero, and the two-month discount is obvious at a glance.
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Bonus points: the monthly plan is pre-selected, showing Maybe understands customers value flexibility while still making the upgrade feel like an easy win.

​→ Check out their pricing page (say yes, not maybe)​

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Example #3 - Flipping the Script On An Old Category

Lemonade’s hero takes a tired category (insurance) and flips it on its head.

It says what makes them different, without relying on tired clichés like “we’re transforming the industry."

The description copy then hits you with three differentiating features. Instant everything, incredible prices, big heart. Not things you’d expect from a typical insurance company.

Right away you:

• know what the product is
• why it's different
• want to learn more

​→ Check out Lemonade's sweet hero 🍋​

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Example #4 - Explain It Like I’m a 7th Grader

Unlearn does a great job explaining a complex product — AI-powered digital twins for clinical trials — in plain language.

Even for someone in the industry, this can be a complicated concept to grasp. But their homepage breaks it down clearly, with helpful visuals and no jargon. You don’t need a PhD to get what they do.
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If your product is hard to explain, take a page from Unlearn: Talk like you’re explaining it to a 7th grader.

​→ See how Unlearn makes the complex, simple​

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Example #5 - Using Customer Evidence in Your H1

Here's a great example of using customer evidence in your H1.

YipitData uses a rotating hero that describes specific use cases for their product.

But instead of just saying "Yipit Data tracks shopper basket composition over time"

They say "YipitData tracks Walmart shopper basket composition over time."

A small difference — just one word. But a major impact in terms of proof, credibility, and trust.

​→ See how they did it, and try it on your next project​

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Stop Scrambling for Testimonials, Case Studies, and Proof Points My hands tremble as I write this, remembering all those stressful days hunting for customer proof points — that crucial testimonial for a launch, that pending logo approval, or that case study the sales team keeps asking about. The old-school approach to customer evidence just isn’t cutting it. But here’s the good news 👇 Alex Eaton, Director of Product Marketing at UserEvidence, dedicated four weeks of his life to breaking down the process of building a customer evidence program that truly scales. It includes: Part 1: Finding Your Evidence Gap & Making a Plan​ Part 2: How To Build Your Customer Evidence Library​ Part 3: Making Sure Your Hard-won Evidence Gets Used​ And the best part — it’s all ungated. ​ ​→ Click here to start reading Part 1 now​

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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 @ Verity ​
• ​Product Marketing Manager @ Tailscale​
• ​Product Marketing Manager @ Ziro ​

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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. ​How to Close a Revenue Gap - You're $2M behind plan and it's late Q2. Aubrey shares a tactical playbook for quickly finding revenue in your base and attacking it with focus.
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2. ​Treat Your Job Like a Case Study - Tamara Grominsky reminds us that our job isn’t just a job — it’s a narrative for landing our next one.
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3. ​10 Great Pricing and Packaging Tests - Elena Versa shares 10 pricing and packaging optimizations you should prioritize, like yesterday.​
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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!