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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 Jetpack What's the #1 Challenge for PMMs? Lack of resources — time, budget, team. The PMM Jetpack delivers real playbooks, templates, and examples to level up your work, no matter what you’re working with. ​→ Get the Jetpack​

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Example #1 - Differentiation With Proof

Shortcut is one of the rare companies that can combines differentiation with real proof 💪

They make a big claim about their AI accuracy and back it up with a study comparing their bench scores to alternatives.

Not to mention, a 90% win rate in Excel challenges against first year professionals. ​
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When you’ve got a differentiator worth bragging about, stop saying you’re the best. Let the numbers do the talking.

​→ Check out the most accurate excel agent in the world​

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Example #2 - Annoying Problems

Command AI boldly calls out the problem they solve in a visual way.

"Don't annoy your users"

Pop-ups, sidebar chat windows, and overlays don’t help your website visitors find what they’re looking for. They annoy them.

Once they’re done calling out the problem, they hit you with their POV on what to do instead.

This is textbook “show the problem, then own a unique POV on how to solve it.”

April Dunford would be proud.

​→ Does this feel familiar?​

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Example #3 - Pricing the Past and the Future

Intercom’s pricing page tells the story of a company in transition.

Their core product still matters, but their future is clearly Fin.

So they give you two simple paths to get on board:

1. Use Fin with your existing helpdesk
2. Use Fin + Intercom

The common denominator here is Fin.

It’s a clear example of managing the evolution of your business model without leaving customers behind or confusing them.

​→ See how Intercom keeps one foot in SaaS and one in AI​

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Example #4 - Use Cases That Click

"How are people using {your product} today?"

It's the most important question for most buyers. They want to see real use cases.

And Rayon brings it.

They don’t just say you can design architectural drawings. They show it — with real examples and dedicated landing pages for each use case.

Space planning, technical drawings, design reviews, and more. Each has its own deep-dive page with clear copy and visuals.

​→ See how Rayon crushes their use case pages​

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Example #5 – This Site Is Not for Everyone

PostHog’s site gives off serious 90s desktop vibes. Folders. Dropdowns. Even the demo pops up like an old QuickTime movie.

They’ve built an entirely unique site in order to appeal to their ICP — developers.

It’s nostalgic, functional, and totally on brand.

You don’t need to rebuild your site as vintage Windows, but it’s worth asking: are you really speaking your buyer’s language, or just following the same playbook as everyone else?

​→ Step into a time machine with PostHog​

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Never Start From Scratch Again Product marketers like Sharon use the PMM Jetpack to skip the hard parts of building a PMM function from the ground up. In a day, she was able to launch a complete internal app to manage and share her enablement content. It not only "wowed" her sales and CS teams — but her executive team too! And that's only one of the dozens of templates that will help you build and automate parts of your product marketing function. Stop staring at a blank page. Get every resource you need for your next launch, campaign, messaging project, and more. ​ ​→ Get the Jetpack​

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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:

• ​Senior Product Marketing Manager @ Mappedin​
• ​Director of Product Marketing @ ThoughtExchange​
• ​Director of Product Marketing @ 7shifts​

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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.

1. ​PMM Principles From 19K Words of Writing – James Doman-Pipe distills 19,000 words of experience into clear, practical product marketing principles.
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2. ​How to Price AI - Kyle Poyar shares how one leading company is tackling usage-based pricing.
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3. ​4 Steps to Build and Launch Positioning – Anthony Pierri shares a simple 4-step canvas to craft, launch, and embed your positioning across every part of the GTM.

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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:

• ​The PMM Jetpack - A library of proven PMM templates, playbooks, and examples.
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• ​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!