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PMM Files ๐Ÿ—‚๏ธ

PMM Files # 117 โ€“ Flush the Competition, Launching Use Cases, and a PMM Penny Drop


Read Time: 3.7 minutes

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: 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.

โ€‹โ†’ Start out with these expert insightsโ€‹

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Example #1 - Launching Use Cases, Not Features

Firecrawl just released a new search endpoint, which for them is a pretty substantial feature launch.

But thatโ€™s not what they led with...
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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.
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Launching technical products with broad messaging around capabilities is tough. It's not obvious how to use them.
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Thatโ€™s why this go-to-market move works. When the feature is abstract, lead with the use case to make the value clear.

โ€‹โ†’ Build your own Deep Job Researcher with Firecrawlโ€‹

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Example #2 - A PMM Penny Drop

This Penny Drop Image from UserEvidence does four things really well:

  1. It focuses on one specific persona: product marketers
  2. Each stage highlights what a PMM can actually do with their product, not just how it works
  3. It uses clear visuals that are easy to grasp in a few seconds
  4. It keeps things simple with a 3-step flow: collect, curate, share

โ€‹โ†’ See how to collect, curate, and share with UserEvidenceโ€‹

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Example #3 - The New Bar for Product Visuals

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.
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Buyers can see the product, imagine using it, and feel confident it can do the job before talking to sales.
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This is what product imagery should look like.

โ€‹โ†’ See what standout product images look likeโ€‹

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Example #4 - Make Your Nav a Portfolio Map

Jasperโ€™s website navigation is more than a menu โ€” Itโ€™s expert portfolio storytelling.
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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.
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And the inclusion of โ€œTrust Foundationโ€ section signals that trust isnโ€™t an afterthought. Itโ€™s a core part of the portfolio.

โ€‹โ†’ Have you put this much thought into your nav?โ€‹

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Example #5 - Flush The Competition

Prebiotic sodas like Olipop and Poppi are blowing up. But Liquid Death found the one drawback people donโ€™t talk about: fiber overload.
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Their โ€œToilet Taste Testโ€ puts soda-flavored sparkling water head-to-head with prebiotic sodas, zeroing in on one key difference: Liquid Death wonโ€™t send you running to the bathroom.
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Itโ€™s smart, shock-value storytelling. They took a subtle differentiator and turned it into a visceral, laugh-out-loud comparison you canโ€™t forget.

โ€‹โ†’ Watch the Toilet Taste Test (if you dare)โ€‹

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Get the 2025 AI User Onboarding Report

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.

Then they turned it into a report.

โ€‹

๐Ÿ“˜ ๐—ช๐—ต๐—ฎ๐˜โ€™๐˜€ ๐—ถ๐—ป๐˜€๐—ถ๐—ฑ๐—ฒ ๐˜๐—ต๐—ฒ ๐—ณ๐˜‚๐—น๐—น ๐—ฟ๐—ฒ๐—ฝ๐—ผ๐—ฟ๐˜:

โ†’ 20+ pages of UX and product onboarding insights

โ†’ 140+ screenshots and GIFs of real first-touch flows

โ†’ 100+ expert notes and growth takeaways

โ†’ A color-coded pattern system to apply across your product

โ†’ Complementary Miro Board

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๐Ÿ–ฅ๏ธ ๐—›๐—ผ๐˜„ ๐˜†๐—ผ๐˜‚ ๐—ฐ๐—ฎ๐—ป ๐˜‚๐˜€๐—ฒ ๐˜๐—ต๐—ถ๐˜€ ๐—ฟ๐—ฒ๐—ฝ๐—ผ๐—ฟ๐˜:

โ†’ Audit your current onboarding flow

โ†’ Spot friction patterns and fast UX fixes

โ†’ Align product, growth, and design on what truly matters

โ†’ Benchmark your experience against top AI tools in 2025

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Grab the free report with all the supporting materials now and make your onboarding as good as the fastest-growing products out there.

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โ€‹โ†’ Level up your onboarding by learning from the bestโ€‹


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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:

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โ€‹Find More Founding PMM Jobs โ†—๏ธโ€‹

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3 More Things

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

  1. โ€‹Re-ignite Your Pipeline - Paul Stansik shares a smart way to uncover hidden pipeline in the demos that never got booked.
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  2. โ€‹Simplify Pricing With JTBD - Jonathan Pipek shares his pricing rule of thumb: Only add a new tier when it solves a new job.
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  3. โ€‹A Prompt to Prove Impact - Julien Sauvage shares a GPT o3 prompt for showing the connection between marketing and revenue.
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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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  • โ€‹Get the PMM Jetpack - My premium library of Templates, Playbooks, and Examples for Founding PMMs.
    โ€‹
  • โ€‹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.
    โ€‹
  • โ€‹Need a fractional Founding PMM? - we offer strategic advising and hands-on execution to a small number of startups looking fractional PMM support.
    โ€‹
  • โ€‹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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โ€‹Jason and Aubreyโ€‹
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Say hi on LinkedIn!

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PMM Files ๐Ÿ—‚๏ธ

Every week, I share 5 practical product marketing examples. Your weekly dose of PMM inspiration and practical advice in less than 3 minutes.

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