Read Time: 3.8 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: The Product Marketer Practical insights for every level of PMM ​The Product Marketer is a weekly newsletter by Rory Woodbridge for PMMs who want to get better at the craft. Each post shares sharp thinking on a range of topics, including positioning, messaging, launches, and growth - grounded in hands-on experience from working with some of the world's biggest brands. ​→ Read The Product Marketer​

​

Example #1 - Who Do You Serve?

Topanga doesn’t make you guess who their target customer is.

Their website nav ditches the typical “Solutions” label and goes with “Who We Serve” instead.

It’s a clever nod to their presence in food service, and the segments are crystal clear: Colleges and universities, Healthcare facilities, and Senior living communities.

A great way to help buyers answer the question: “Is this for me?”

​→ Bon appétit​

​

Example #2 - Pricing Research, Done For You

HeadshotPro doesn’t just list their price. They give you a benchmark for what you'd pay for the alternative.

Right before showing their plans, they say: “The average cost of professional headshots in the U.S. is $232.50”

Their pitch? Professional headshots for 8x less.

It’s a clever way to anchor pricing and make the value obvious.

Bonus points for linking to a blog post that backs up the benchmark.

​→ This pricing is a no-brainer​

​

Example #3 - The Pinks Promise

Most window cleaners give you a service window. Sometimes, they never show up. And that only scratches the surface of bad service we've come to expect.

Pinks flips that industry norm and makes it their differentiator.

Their “Pinks Promise?” No vague time slots. They show up when they say they will — and do what they say they will.

This fun founder video on their about page not only gets the message across, but makes you love the brand.

​→ You'll like this, I promise​

​

Example #4 – This Hero Has It All

WeTracked’s hero hits all the right notes.

• Clear category: Ad tracking for Shopify
• Strong problem definition: “Losing 60% of ad spend?”
• Compelling solution: “Accurate data for your ads manager”
• Outcome: “Raise ROAS by 50% in just 1 week”
• Trust: 1200+ reviews, no code, 24/7 support.

A great example of a conversion-ready homepage section.

​→ You'll want to steal something in this hero​

​

Example #5 - Qualification Meets Segmentation

Wayflyer turns a typical underwriting step into clear self-qualification.

Their “Are you eligible for financing?” website section looks like something you'd expect to see at a bank.

But it’s also a smart way to communicate their ICP fit. It’s a simple way for buyers to know if they're the right fit.

Imagine if every B2B site made it this easy to self-select.

​→ Are you eligible for Wayflyer?​

​

---

Join 2,500+ product marketers around the world If you’re a PMM looking to hone your craft, this is one for your inbox. The Product Marketer is a practical, insight-driven newsletter by Rory Woodbridge, a former PMM at Google, Monzo, YouTube and Pleo - now a consultant, advising some of Europe’s fastest-growing companies. You’ll get smart thinking on how to sharpen your positioning, build clear messaging, lead launches, and drive growth - with real examples, practical frameworks, and honest anecdotes. Whether you're the first PMM at your company or leading a team, there’ll be something in it for you. ​ ​→ Read The Product Marketer​

---

​

Founding PMM Jobs

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

Some highlights from this week:

• ​Head of Product Marketing @ Vercel​
• ​Product Marketing Manager @ Thanx​
• ​Product Marketing Manager @ BizzyCar​

​

​Find More Founding PMM Jobs ↗️​

​

---

​

3 More Things

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

1. ​The Case Study Isn’t Dead - Aarushi Singh shows how to turn one case study into 12 reusable proof points across your funnel.
   ​
2. ​What Role Does Your Launch Play? - Anand Patel shares a framework to help you define the purpose of each product launch.
   ​
3. ​The Messaging Peanut Butter Test - Jonathan Pipek shares a simple gut-check for messaging: would someone who’s never heard of your product understand this instantly?
   ​

---

​

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

​

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:
​

• ​Get the PMM Jetpack - My premium library of Templates, Playbooks, and Examples for Founding PMMs.
  ​
• ​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.
  ​
• ​Need a fractional Founding PMM? - we offer strategic advising and hands-on execution to a small number of startups looking fractional PMM support.
  ​
• ​Sponsorships - Want to reach the Productive PMM audience with educational content that puts your product in the spotlight? Let's chat!
  ​

​Jason and Aubrey​
​Say hi on LinkedIn!