profile

PMM Files ๐Ÿ—‚๏ธ

PMM Files #119 โ€“ Donโ€™t Get Conned, Selling the Switch and Fin Leaves the Nest


Read Time: 3.3 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: Boring Products, Fun Ads

Make B2B ads that donโ€™t bore readers to sleep

My friend Shlomo Genchin created Boring Products, Fun Ads. Itโ€™s a course packed with step-by-step recipes and AI prompts for creating B2B ads that get noticed. 350+ marketers from companies like Apple, Semrush, and Hubspot love it.

โ€‹See the full curriculum โ†’โ€‹

โ€‹

Example #1 - Donโ€™t Get Conned, Get Wise

Wise goes straight for the gut with this ad in a Toronto subway station.
โ€‹
The headline says it all hard: "Donโ€™t get conned. Get Wise."
โ€‹
It calls out what most people already feel about the big banks and shows exactly how much you're losing when you send money abroad.
โ€‹
It's emotional and direct, making you feel like you're getting played if you're not using Wise.

โ€‹

Example #2 โ€“ How To Sell the Switch

Lightโ€™s competitive page is a masterclass in selling the switch.
โ€‹
Itโ€™s not just a pitch for their product. It breaks down what's wrong with incumbents like NetSuite and how Light makes life easier.

This line is killer: "Light replaces Netsuite โ€” and everything you have duct-taped around it." They then get specific, showing you exactly what other tools you can replace with Light.
โ€‹
By the end, the benefits are too obvious to ignore. "Save 56 percent. Migrate in five days. Remove five tools."

โ€‹โ†’ See how Light sells the switchโ€‹

โ€‹

Example #3 - SaaS for Severed Workers

Check out this fun landing page from Notion. Can you spot the reference?

This is a great example of a product-focused campaign around something other than a launch or release.

It's fun, but it also ties to a real theme: your work life and personal life donโ€™t need to be split in two. You can manage both with Notion.
โ€‹
Thereโ€™s no new feature here. Just a clever way to reframe and market an existing benefit.
โ€‹
One workspace for everything, loved by your innie and outie.

โ€‹โ†’ Please enjoy all parts of this page equallyโ€‹

โ€‹

Example #4 - Remove Implementation Uncertainty

Implementation and onboarding can be a deal killer.
โ€‹
It's high risk. High friction. And buyers feel it. Thatโ€™s why this section from HockeyStack works so well.
โ€‹
At the bottom of their homepage, they lay out exactly what happens after you buy:
โ€‹
1) Today โ€“ Connect your site
2) Tomorrow โ€“ Get get ready
3) Next week โ€“ Loop in your team
โ€‹
A simple, believable timeline that builds buyer confidence and arms your champion with the information they need to overcome obstacles internally.

โ€‹โ†’ See how Hockeystack builds onboarding confidenceโ€‹

โ€‹

Example #5 โ€“ Fin Leaves the Nest

What do you do when a new product could disrupt your core business, but you're not ready to go all in?
โ€‹
Take a page from Intercomโ€™s FIN. It started as a feature. Now it has its own site and pricing.
โ€‹
You can use FIN with Intercom or integrate it with another competing help desk. That's a serious strategy change.
โ€‹
It's an interesting approach to giving a breakout product room to grow and potentially take on a life of its own, without destroying your core business or confusing your market.

โ€‹โ†’ Is Intercom Fin'ished?โ€‹

โ€‹


โ˜๏ธMost B2B ads look like this. Your product deserves better.

In just 3.5 hours, the Boring Products, Fun Ads course will teach your team how to create effective, creative ads.

It includes hundreds of examples, templates, tools, and AI prompts to speed up your ad creation process and make sure you never get stuck again. (Well, not never. But way less often ๐Ÿ˜…)

โ€‹

Hereโ€™s what top marketers say about it:

โ€œItโ€™s amazing, and I would highly, highly recommend it to anybody creating adverts.โ€
Carolyn Davies, Creative Director @ TestGorilla
โ€œItโ€™s full of countless ad formulas and recipes that you can use time and time again to develop high-converting and engaging ads.โ€
Donovan Robertson, Copywriter @ Apple
โ€œIt helped our team generate tons of great ideas in a very short time. Highly recommended.โ€
Ilil Ben Zur, Head of Brand @ Melio

โ€‹

โ€‹Start making fun ads โ†’โ€‹


โ€‹

Founding PMM Jobs

I've started a simple job board, focused on curating new Founding PMM job opportunities.

Some highlights from this week:

โ€‹

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

โ€‹


โ€‹

3 More Things

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

  1. โ€‹The 3 Pages Execs Actually Read - Andy Mewborn breaks down what content actually gets read by executives in a deal cycle, so you know where to focus.
    โ€‹
  2. โ€‹Candid Thoughts on Marketing - Kady Srinivasan explains why single-skill marketers are out, and why the future belongs to multi-dimensional operators.
    โ€‹
  3. โ€‹Diagnose Your Go-To-Market Problems - Elaine Zelby shares a simple framework for figuring out where your GTM is breaking down.

โ€‹

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

โ€‹

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€‹

  • 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!
    โ€‹

โ€‹Jason and Aubreyโ€‹
โ€‹
Say hi on LinkedIn!

โ€‹Unsubscribe ยท Preferencesโ€‹

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.

Share this page