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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 ๐ฅ
You Don't Have to Build Your PMM Function Alone
Join the PMM Foundry โ 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.
โโ โApply Now, next cohort starts Jan 6thโ
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Example #1 โ Naming the Old Way
I love this "old way vs new way" section from Arrows.
They start by giving the "old way" a name โ calling it the "next steps" email ๐คฎ
- You send them after hours
- Buyers lose them in long threads
- You forget what you promised
- You have zero visibility into engagement
Then, they flip it with a simple alternative.
"Send Arrows instead." One link with everything your buyer needs to say yes.
โโ Do you get Arrow's point? โ
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Example #2 โ Teaching That Sells
Penpot didnโt make a sales asset. They built a full UI design course that helps prospects feel confident switching โ and new users ramp faster.
This isnโt a token โacademyโ with a few videos and a quiz. Itโs a real, high-quality program that teaches UI design (and how to use Penpot.)
For anyone coming from tools like Figma, the biggest blocker is the fear of starting over and learning a new tool. Penpot removes that friction by letting you learn the craft inside the product itself.
โโ Learn UI design with Penpotโ
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Example #3 โ Make the Switch a Piece of Cake
Most "switch" pages obsess over why you should move. Cake focuses on how painless the switch will feel.
They do that by eliminating fear: effortless onboarding, free migration, transparent pricing. They then follow it up with a wall of social proof from teams that left Carta and never looked back.
As a nice bonus, you get introduced to the onboarding team so you know exactly who is handling the heavy lifting.
โโ Looks like a piece of cakeโ
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Example #4 - Persona Pages That Feel Personal
Rayonโs persona page gets straight to the punch ๐ค โWho are the people using Rayon today?โ
They clearly define the roles they serve โ architects, designers, construction managers โ and give each one a dedicated page with role-specific value.
If your product serves multiple personas, donโt cram them into one catch-all page. Make their experience personal or leave money on the table.
โโ See who's using Rayon todayโ
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Example #5 - Big Claims, Big Proof
Ada shows how to make giant AI promises actually believable.
Instead of vague claims about automated CX, they hit you with hard numbers that make the benefits feel real.
This specificity isn't something you see everyday, especially these days.
โโ See Ada's AI proofโ
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You Wanted To Be a Founding PMM. But Now Youโre Feeling Overwhelmed.
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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, โwill this get derailed tomorrow?โ
And deep down you're wondering, โAm I cut out for this? Are people wondering if I was the wrong hire?โ
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.
Itโs not another course.
Itโs an intentionally small group coaching program built just for founding product marketers.
Instead of high-level curriculum that doesnโt match your reality, youโll join 5โ8 peers who are in the same boat as you: building product marketing from scratch. Youโll learn together, swap stories, and tackle the real challenges youโre facing right now.
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Interested? Hereโs how to secure your spot:
โ Step 1: Fill out a short application (takes 5 minutes).
โ Step 2: If accepted, schedule a quick call with Jason.
โ Step 3: If itโs a fit, youโll join the next cohort.
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โโ Learn more and applyโ
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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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โFind More Founding PMM Jobs โ๏ธโ
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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- โHow to Make Good Competitor Content โ Marc Thomas breaks down how to create comparison material thatโs actually useful.
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- โNavigate LinkedIn in 2026 โ Maja Voje explains why LinkedIn got tougher in 2025 and what still works heading into 2026.
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- โElevate Your Interactive Demos โ The DemoDash crew share 10 creative ways to make demos more personal and memorable.
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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:
- โThe PMM Jetpack - A library of proven PMM templates, playbooks, and examples.
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- โJoin the PMM Foundry - A group coaching program designed for founding and solo PMMs.
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- โSponsorships - Want to reach our audience with educational content that puts your product in the spotlight? Let's chat!
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โJason and Aubreyโ
โSay hi on LinkedIn!