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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 - The Old Way is the Real Competitor

You don’t need to compare yourself to another vendor to build a killer comparison page.

CloudZero does it by going after their biggest competitor: the old way of managing cloud costs.

They open with a sharp problem-and-solution section, nail the before-and-after, and clearly show why their approach matters to multiple personas.

Add a dash of case study proof and you get a standout page worth replicating.

​→ Show the old way for what it is​

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Example #2 - An Unlikely Early Adopter

Home robots are now a thing, and that's crazy.

But even crazier is the early niche they're targeting.

The product page for the Neo Home Robot makes it unmistakably clear — they are targeting the elderly. People who need help at home.

When tech is new, finding the right use case and buyer is half the battle.

But at this stage, Neo doesn't need everybody. They need a clear ICP to prove value, validate their product, and expand from.

​→ See how Neo is niching down​

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Example #3 - “Find My Plan” Buyer Enablement

Most pricing pages leave you guessing what to choose, especially when there are multiple tiers with different features and usage limits.

Mailchimp makes this easy with a simple quiz. It walks you through a few quick questions about your goals, projected usage, and team size.

In just a few clicks, you get a plan recommendation based on your answers.

​→ Can your pricing page do this?​

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Example #4 - The "How it Works" Product Image

Default nails the sweet spot between a hero image and a how-it-works section.

One graphic shows exactly what their inbound scheduling tool does and what’s happening behind the scenes. The top-level promise is simple: turn qualified inbound leads into booked meetings.

The visual breaks down the machinery that makes it happen.

A perfect image for products where a lot of the magic happens in the background.

​→ See how Default works​

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Example #5 - The Right Way to Compare

Most comparison pages lean on long tables that don’t actually help anyone make a decision. Not Slite.

They open with the single most important reason to switch from Confluence and spend the rest of the page backing it up.

Add in a smart set of objection-handling questions and strong social proof, and you end up with a page that actually helps buyers choose with confidence.

​→ I'll take this over checklists any day​

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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? ​ That's why I created the Foundry. ​ 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. ​ 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. ​ ​→ Learn more and apply​

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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 @ Salt​
• ​Head of Product Marketing @ Prelude​
• ​Founding PMM @ Supermove​

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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. ​9 Signals You Have a Positioning Problem — Rob Kaminski breaks down the sneaky signs your positioning is likely off.
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2. ​The 2025 GTM Scorecard — Kyle Poyar maps 195 leaders’ channels by popularity vs. impact to reveal what’s working and what’s losing steam.
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3. ​Zero-Cost PMM Stack — Rory Woodbridge rounds up awesome free PMM resources for sharpening your skills without spending a dime.

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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!