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: The PMM Jetpack
"I was constantly swamped"
This is an actual quote from a member of the PMM Jetpack, but at some point, we've all said it.
I created the PMM Jetpack to give founding and solo PMMs a starting point. Templates, playbooks, and inspiration to help them escape the blank page, work faster, and spend more time on the work that excites them.
This is a standout example of founder-led storytelling. โ Instead of pitching features, Floatโs cofounder shares a personal, relatable story about trying to send a wire through a bank. Spoiler alert: is was painful ๐ฃ โ He then introduces Float as the solution to that, and similar legacy finance experiences. โ I love how you naturally get product education, positioning, and messaging all wrapped in what feels like a personal story.
Publishing your roadmap on your website? Is that even legal?
Lattice doesn't care. They lead with transparency and a public-facing roadmap right on their site. It clearly shows whatโs been shipped, whatโs coming soon, and whatโs planned for later. โ The simple descriptions, clear labels, and checkmarks make it easy to scan. Visitors can even request features directly from the page. โ Most companies avoid a customer facing roadmap, but itโs a smart way to highlight value, build excitement, and gather input. โ Plus, sales might stop asking for roadmap slides every damn day.
This is a clever example of an interactive problem section that doubles as a self-qualification tool. Instead of listing pain points, Fletch helps visitors realize they have a problem.
You check boxes like โPeople visit our site but donโt understand what we do,โ and a sad cartoon reacts with each one. โ The more you click, the sadder it gets. โ My guess is these questions mirror the ones used in sales discovery โ making this a lightweight first step in the sales process.
Example #4 - The Demo Video You Never Need to Watch
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TypeDeskโs hero checks all the boxes: โ โข Clear headline โข Easy-to-understand capabilities and benefits โข Lots of logos screaming "we integrate with all your stuff!" โข A single, clear CTA โ But what really stands out is the demo video beside it. โ Even if you never hit play, the looping gif let's you see the product working in the background โ covering a bunch of common use cases.
This is another strong example of founder-led storytelling. Itโs a nice contrast to the Float example above, which centers on the problem itself. This one focuses on a specific use case for a specific persona: a new CFO. โ Noam Mills drops you right into the chaos of their first week โ juggling 30+ bank accounts, 5 currencies, and no clear view of cash. Itโs vivid, relatable, and grounded in real workflows. โ Not only do you understand why Panax exists, you know exactly when a CFO should buy it and what kind of company itโs for.
From Founding PMM to High-Functioning Team in 18 Months
As a founding PMM, Mackensey was constantly swamped with ad hoc requests, last minute launches, and a lack of understanding from other departments about the role of product marketing.
The PMM Jetpack allowed her to quickly implement processes and playbooks that helped build trust with internal stakeholders and influence how they went to market.
"I've now grown the product marketing function from 1 to 4 in the matter of 18 months. The Jetpack helped me quickly ramp my new team members and now, they rely on the templates and playbooks to work proactively instead of reactively."
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If you're building a product marketing function from scratch, check out the PMM Jetpack. It will give you the resources and inspiration you need to work faster and build with confidence, every resource you need for your next launch, campaign, messaging project, and more.
Three articles, posts, or tools you should add to your swipe file.
โDefinitions to Die For โ Aatir Abdul Rauf breaks down the difference between a product, feature, solution, and platform and tells you why it matters. โ
โHow to Simplify Messaging โ Alexander Estner shares a tactical approach to making your messaging faster to read, easier to grasp, and harder to ignore. โ
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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: โ
โGet the PMM Jetpack - My premium library of Templates, Playbooks, and Examples for Founding PMMs. โ
โJoin 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
โNeed a fractional Founding PMM? - we offer strategic advising and hands-on execution to a small number of startups looking fractional PMM support. โ
โSponsorships - Want to reach the Productive PMM audience with educational content that puts your product in the spotlight? Let's chat! โ