Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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Supported By: UserGuiding
Learn How the Fastest-Growing AI Companies Do Onboarding
They onboard millions of users every month and keep them sticky.
HOW??
Growthmates and UserGuiding just released a report breaking down the full onboarding experiences of 10 leading AI products, including ElevenLabs, Perplexity, Lovable, and Claude.
Firecrawl just released a new search endpoint, which for them is a pretty substantial feature launch.
But thatโs not what they led with... โ Instead, they spotlighted what you can do with it, like building a tool that scrapes job boards, matches them to your resume, and ranks roles by fit. โ Launching technical products with broad messaging around capabilities is tough. It's not obvious how to use them. โ Thatโs why this go-to-market move works. When the feature is abstract, lead with the use case to make the value clear.
These vivid product images from Steep will put your boring abstract visuals to shame.
Their site features bold, full-size product images in context: charts, dashboards, reports, even mobile. โ Buyers can see the product, imagine using it, and feel confident it can do the job before talking to sales. โ This is what product imagery should look like.
Jasperโs website navigation is more than a menu โ Itโs expert portfolio storytelling. โ Three columns break down the platform into it's core products (Agents, Canvas, Jasper IQ), with key features that highlight their main capabilities and benefits to marketers. โ And the inclusion of โTrust Foundationโ section signals that trust isnโt an afterthought. Itโs a core part of the portfolio.
Prebiotic sodas like Olipop and Poppi are blowing up. But Liquid Death found the one drawback people donโt talk about: fiber overload. โ Their โToilet Taste Testโ puts soda-flavored sparkling water head-to-head with prebiotic sodas, zeroing in on one key difference: Liquid Death wonโt send you running to the bathroom. โ Itโs smart, shock-value storytelling. They took a subtle differentiator and turned it into a visceral, laugh-out-loud comparison you canโt forget.
There are some products that just get onboarding right. And if you want to be the best, it pays to learn from the best.
So Growthmates and UserGuiding studied the full onboarding experience of 10 leading AI products, including ElevenLabs, Perplexity, Lovable, and Claude.
Three articles, posts, or tools you should add to your swipe file.
โRe-ignite Your Pipeline - Paul Stansik shares a smart way to uncover hidden pipeline in the demos that never got booked. โ
โSimplify Pricing With JTBD - Jonathan Pipek shares his pricing rule of thumb: Only add a new tier when it solves a new job. โ
โA Prompt to Prove Impact - Julien Sauvage shares a GPT o3 prompt for showing the connection between marketing and revenue. โ
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See you next Wednesday!
Jason and Aubrey
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P.S.
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