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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
With 2025 wrapping up, we raided the Jetpack and pulled our favorite 10 product marketing examples of the year.
Think we missed one? Hit reply and tell us your favorite example of 2025!
Oh, and Happy Holidays! 🥂 Let's get to it...
Supported By: PMM Jetpack
Don’t Start 2026 From Zero
January has a way of exposing all the gaps in product marketing. You've got new goals. New expectations. Same messy systems.
The PMM Jetpack can help you start 2026 with proven playbooks, templates, and real examples — so you’re feeling confident from day one.
​→ Get the Jetpack​
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Example #1 - Nothing But a Tin Can
What I love about Tin Can is how they make “less” feel like a feature.
They doubled down on simple — a landline phone for kids, zero distractions, just real conversation. Tin Can owns their niche, speaking directly to parents who want safety and wholesome fun over frills.
For PMMs: Don’t be afraid to subtract. Sometimes, the cleanest positioning is about what you leave out.
​→ See Tin Can get simple​
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Example #2 - This Hero IS the Demo
Not everyone can pull this off, but damn it’s good. Napkin’s hero IS a product demo.
Instead of telling you what their product does, they SHOW you. The copy "Get visuals from your text" literally becomes the demo. You see text turn into visuals right before your eyes
You instantly understand the value explained in their hero copy, which is short and easy to grasp: "Napkin turns your text into visuals so sharing your ideas is quick and effective."
​→ Turn text into visuals effortlessly​
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Example #3 - A Hero That Shows and Sells
Luno's hero is no snooze fest. It's a strong example of how to show AND sell.
• A looping video shows the product in action
• The H1 clearly explains the value prop
• The subheading highlights three powerful benefits
• Compelling social proof makes you believe it
• The CTA ties it all together and makes you want to start now
A powerful package that makes you want to buy.
​→ Show, sell, and spark your interest now​
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Example #4 - Not Your Average Case Study
This is not your average case study. Owner skips the fluff and gets to what matters, fast:
• $300K in online sales
• $60K saved on fees
• Hundreds of SEO-driven orders
It feels more like a before-and-after snapshot than a traditional case study. What really stands out though? The video. It’s high-quality, narrative-driven, and could be the gold standard for any business investing in customer storytelling.
​→ Cut through the noise and see real results​
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Example #5 - The New Standard For Demo Centers
Close just launched one of the best demo centers I've ever seen. Right away, you're hit with a stunning construction theme that stays consistent throughout. But the best part? It gives buyers multiple ways to explore the product — based on exactly what they care about.
• New to Close? Start with a high-level overview.
• Want a role-specific view? Take a persona-based demo.
• Curious about a specific feature? Take a short demo, organized by capability.
Close does offer a free trial, but it requires some upfront time investment to see the true value. This type of self-serve experience allows buyers to get behind the wheel, see the value right away, and speed up the purchase process.
​→ Explore products your way with interactive demos​
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Example #6 - Imagine The Mess of Multiple Point Solutions
Here’s one clever way to deliver your consolidation value prop.
Odoo combines dozens of software tools into one platform. Two words they keep repeating on their site: simple and affordable.
To get that point across, their has this neat toggle that let’s you see exactly how many separate tools you can replace with just one Odoo subscription.
It’s pretty wild.
​→ Simplify and save with one powerful platform​
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Example #7 - Showing Your Differentiation in One Simple Image
Here’s a challenge: Try to show your differentiation in a simple diagram or infographic.
Like this example from Ecomflow. They use this visual on their site to help buyers understand the difference between them and traditional fulfillment.
Right away, I can follow along the journey of a product being ready in my factory, to arriving on a customer’s doorstep. The old way takes 60 Days — Ecomflow takes 45% less.
They also keep repeating the fact that traditional fulfillment requires an average of 7 stops, compared to only 1 with them. A simple message that sticks.
​→ Simplify fulfillment: faster, fewer stops, better results​
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Example #8 - The People’s Path to Basecamp
I love Basecamp for genius ideas like this. They compete against a lot of big players in the project management space, with big budgets and lots of impressive features.
But they find time and time again that customers eventually make their way to Basecamp.
This landing page is a creative form of social proof that shows the real journeys customers went through before finding Basecamp — complete with proof points and testimonials that explain why the other platforms were “underwhelming stops” along the way.
For a buyer who has tried multiple different tools, I could see this giving them confidence that this time, it'll be different.
​→ Discover your perfect project management solution with Basecamp​
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Example #9 - Market the Problem, Not the Category
Even the most well-known category creators focused on marketing the PROBLEM — not the category.
This is one small example. Klaviyo recently started positioning themselves as the first B2C CRM. If you watch the first 5 minutes of their launch event video, you’ll see a great example of problem storytelling.
Their founder, Andrew, talks about the time he built a skating rink in his back yard, the relationship he formed with a hardware store clerk, and the disappointing experience he had during one visit when that clerk wasn’t working.
In a few minutes you can easily understand the problem that a B2C CRM solves.
​→ Solve your problems with a B2C CRM​
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Example #10 - Ramp Hires Kevin From the Office
Ramp pulled off one of the best campaigns of 2025.
They hired Brian Baumgartner (Kevin from the Office) as their spokesperson, put him in a glass box in NYC, and live-streamed his whole day as Ramp’s “CFO.”
This campaign was super creative and hilarious, but we loved it for one product marketing reason. It's a great campaign against the status quo.
It highlights the absurdity of trying to do manually, what Ramp does automatically.
It’s a funny, nostalgic campaign that perfectly contrasts the manual grind vs the efficiencies of Ramp.
​→ Watch the whole thing​
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Every PMM has big plans for January.
Very few have the tools and systems to support them.
That’s why the first few weeks of the year often turn into a blur of rushed decks, half-baked campaigns, and reactive work. Not because you’re bad at your job, but because you’re rebuilding everything from scratch.
I created the PMM Jetpack to change that.
Inside, you’ll find battle-tested playbooks, templates, and real-world examples covering launches, buyer enablement, messaging, customer insights, and more.
Instead of asking “How do I do this?” — you start with a proven foundation to execute on.
If you want 2026 to be the year you ship faster, look more strategic, and spend less time reinventing the wheel, click the link 👇
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​→ 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:
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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.
- ​A Launch is a System, Not An Event – JK Sparks shares a six-week countdown that turns chaotic launches into a repeatable growth engine.
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- ​Share Early, Lead Better – Tamara Grominsky highlights a leadership habit with huge upside: share your work before it’s polished.
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- ​Spot a Positioning Problem in 5 Minutes – Rob Kaminski’s 5-minute test reveals positioning gaps fast: ask employees three simple questions and compare their answers.
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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!