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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: PMM Jetpack
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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.
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Example #1 - The Snarky CTA
UhOh makes the bottom-of-page CTA worth reading.
Instead of a polite “Book a demo,” they go bold: “Dude, you’re at the bottom of our landing page. Just get the free trial already.”
It’s funny. Unexpected. Hard to ignore.
You don’t need the same tone or style. But it’s a good reminder you don’t have to follow CTA conventions to convert.
​→ Stop being polite. Start being memorable.​
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Example #2 - A Muti-Feature Launch Story
Anthropic knows most people can’t keep up with how fast they ship new features. So instead of another feature launch, they stitched recent updates into a single day-in-the-life story.
You follow an idea from spark → draft → action.
You get introduced to a string of new capabilities (ones you probably missed) that show up when they’re needed.
When you’re shipping fast, don’t make buyers connect the dots. Do it for them with one clear narrative.
​→ This is a killer example of a product-focused campaign​
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Example #3 - A Case Study For Cinema
RapidSOS didn’t publish a case study. They made a short documentary.
“13 Seconds” tells a true story about a life saved. It feels like a movie, not marketing.
The product is part of the story, but not the spotlight. It's more about showing the audience why it all matters.
For your next case study video, ask yourself "would people pay to watch this?"
​→ You'll want to grab popcorn for this one 🍿​
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Example #4 - The Problem-Focused Hero Section
Basecamp breaks the mould and turns its homepage hero into a standout problem section.
They lay out the mess of too many tools and the familiar soundbites that come with it.
The product barely shows up above the fold. It’s only hinted at in the nav.
Will it work for them? Basecamp has the luxury of a widely known brand and a problem people instantly associate with their product: project management software.
But even they immediately follow the hero with copy that clearly explains the product and their differentiation. It's almost like the full homepage story arc condensed into one scroll.
​→ See how Basecamp leads with the mess​
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Example #5 - Clay’s Record-Breaking Influencer Play
Clay didn’t run a typical influencer campaign. They worked with creators to set a bunch of world records using Clay.
Like creating an account list under water, on a jet ski, or hanging upside down.
It’s entertaining and educational, showing real Clay use cases in crazy situations.
Instead of bland endorsements, they created something hard to ignore.
​→ Watch Tim Davidson build the world's first Clay Table under water​
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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.
- ​Frame for the Buyer You Want - Nick Bennett shows how success-focused positioning pulls in the buyers you really want.
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- ​Communication That Builds Influence - Tamara Grominsky gives a masterclass in PMM communication that makes your impact hard to ignore.
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- ​Use AI to Critique Visuals - Jacob Bank highlights a cool AI use case to take your work to the next level; annotating and critiquing images.
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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!