Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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Example #1 - This Free Trial Will Make You Go WHOOP
Most B2B SaaS free trials drop users into the deep end with zero context.
WHOOP flips that by treating the trial as its own experience, with a dedicated landing page, clear breakdown of what’s included, and a roadmap for what actually happens day one to day thirty.
It’s all about setting real expectations and making the offer feel legit.
Stop thinking of your free trial as a checkbox and start packaging it like a product. Show people exactly what they’re getting and remove a lot of the doubt that keeps people from converting.
I love how Cluely nails clarity with a single line — "It's like Googling Mid-Sentence"
No jargon, just instant understanding of what the product does and why you should care. Instead of explaining every detail, they use a familiar analogy that lands quick and sticks.
Lesson for PMMs: Next time you write hero copy, try anchoring it to something people already get. You’ll communicate value way faster and save everyone the mental gymnastics.
There’s a reason I always look for a penny drop image on a product page. They work!
Wayflyer got the memo, with an animation that shows their loans product in action. It's abstract, quick, and dead simple to grasp. Connect data sources, crunch some numbers, pick a loan. That’s it. No reading, no guessing.
If you want things to click fast, build a visual like this and give buyers that "ah, I get it" moment.
This is a textbook example of using contrast to make your product look irresistible.
Sweetgreen throws down a visual gauntlet: side-by-side, theirs is an image of golden, clean fries with nothing weird in the ingredients, while the "other" side just lists a bunch of junk.
No need to read fine print or squint at copy. You instantly get the healthy vs not message. Lesson: If you can show why you're different in one glance, do it.
Don't be afraid of going visual and putting your competition on the same slide.
Zapier didn’t just jump on the AI bandwagon, they steered right into the thick of it. Instead of pivoting or slapping “AI” on their landing page, they recognized a wave — the explosion of AI — and baked it into their product and positioning strategy.
Workflow automation is still an important part, but now it’s positioned as AI Orchestration.
When you spot a clear macro trend that fits your product strength perfectly, it may be time to go all in. If it’s natural, own the narrative.
Turn complex tech into clear, compelling messaging—with expert guidance from Emma Stratton
B2B tech messaging doesn’t have to be complicated or boring. Yet too often, it’s filled with jargon, rewrites, and frustration.
That’s why Emma Stratton created Punchy Messaging for B2B Tech, a cohort-based Maven course designed to help you write messaging that actually lands. You’ll learn how to:
Build a strong positioning foundation
Use storytelling to make your message stick
Translate product features into customer impact
Write faster, clearer, and with more confidence
The course includes 5 live, interactive sessions with peer collaboration, practical frameworks, and real-time writing. Plus, for the first time, every student gets a 30-minute 1-on-1 with Emma to use on whatever they’re working on.
Walk away with messaging you can use immediately…and a process you’ll use forever.
​The Ultimate B2B SaaS Pricing Guide - Alexander Estner shares 5 steps, 10+ fundamentals, and 6 great examples to help you nail your pricing.
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Jason and Aubrey
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P.S.
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