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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 PMM Foundry 🔥
You Don't Have to Build Your PMM Function Alone
Join the PMM Foundry — a group coaching program for founding and solo PMMs who want veteran guidance and peer support in their journey to build a high-impact product marketing function.
​→ Apply Now, next cohort starts Jan 6th​
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Example #1 - Problems With a Pulse
Hike’s problem section does a great job using persona-based messaging.
They spotlight four personas: Paul the Plumber, Angie the Architect, Harriet the Hairdresser, and Carl the Carpenter — each with a painfully relatable frustration around SEO agencies.
Even better, it uses plain language that buyers can actually picture themselves saying.
Sections like this are a simple way to show empathy and make buyers feel seen. They also help prospects realize, “this is for me.”
​→ See Hike's persona problem section​
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Example #2 - Spell Out Your Differentiation
Most companies don’t make it clear what makes them different on their homepage.
Conversion leaves nothing to chance with their “Case for Conversion” homepage section.
It’s part features, benefits, differentiation, and “why choose us.”
If you have clear, verified reasons buyers pick you, this section is a great idea.
​→ Open the case for Conversion​
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Example #3 - The Eyebrow Nav
By the time you hit a website’s product page, you’re deep in research mode.
So Webflow added a smart dropdown menu on it's feature pages to make jumping between them easier.
It's a clever twist on the classic “eyebrow.”
A small UX touch, but it keeps visitors in research mode and glued to the site without making them work harder to figure out where to go next.
​→ Are your eyebrows raised yet? Check this out.​
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Example #4 - Instant Understanding, Zero Flash
Upvoty nails this “How It Works” page by making it instantly clear what you get from their product and what it does.
It’s easy to get caught up in flash with these types of pages, but Upvoty keeps the focus where it matters: a straightforward walkthrough with real product images and simple language.
​→ No flash, see how Upvoty works​
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Example #5 - How to Make Hard Things Look Easy
Everyone’s talking AI Agents, but making one sounds complicated.
Relay shows how easy it is with detailed visuals tied to real use cases.
Even better, each use case has a link to a pre-built template that takes you from “What does this do?” to “Oh, I can use this right now.”
A solid example of use case marketing and buyer enablement — removing fear, building confidence, and making time-to-value clear.
​→ See how easy it is to get building with Relay​
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You Wanted To Be a Founding PMM. But Now You’re Feeling Overwhelmed.
You're running in circles and feeling like nobody understands your job and the impact you could have. When you start a project you wonder, “will this get derailed tomorrow?”
And deep down you're wondering, “Am I cut out for this? Are people wondering if I was the wrong hire?”
How do you balance focusing on the right things, with executing at a high level, keeping stakeholders happy, and making an impact?
All as a team of one?
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That's why I created the Foundry.
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A 90-day group coaching program designed to give founding and solo PMMs the knowledge, frameworks, and tools they need to build a high-impact product marketing function, from scratch.
It’s not another course.
It’s an intentionally small group coaching program built just for founding product marketers.
Instead of high-level curriculum that doesn’t match your reality, you’ll join 5–8 peers who are in the same boat as you: building product marketing from scratch. You’ll learn together, swap stories, and tackle the real challenges you’re facing right now.
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Interested? Here’s how to secure your spot:
→ Step 1: Fill out a short application (takes 5 minutes).
→ Step 2: If accepted, schedule a quick call with Jason.
→ Step 3: If it’s a fit, you’ll join the next cohort.
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​→ Learn more and apply now​
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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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​Find More Founding PMM Jobs ↗️​
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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- ​The 3 Questions That Matter – Evan Hughes shares the questions CEOs and CFOs care about most. Use them to frame and prove PMM’s impact.
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- ​Feature Gap or Positioning Gap? – MJ Smith reminds us: losing on features isn’t always product. Before pointing blame, check if positioning is the problem.
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- ​The 1-Hour GTM Check – Alex Estner shares a power checklist for setting GTM in one hour. ICP, positioning, and messaging, then everything else follows.
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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:
- ​Join the PMM Foundry - A group coaching program designed for founding and solo PMMs.
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- ​Sponsorships - Want to reach our audience with educational content that puts your product in the spotlight? Let's chat!
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​Jason and Aubrey​
​Say hi on LinkedIn!