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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...

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Example #1 - Make Customers Care About Your Board Slides

Customers don't care about the progress update you give your board. But Starlink’s 2025 Progress Report is different.

They know customers care about one thing more than anything else - coverage. They frame every stat, expansion, and improvement as proof of coverage getting better.

The report lists out more users, more countries, and stronger reach, all tied to this single theme so the progress feels relevant (and exciting).

​→ Read Starlink's 2025 Progress Report​

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Example #2 - A POV That Doesn’t Fizz Out

In crowded markets, a strong point of view can be the fastest path to differentiation.

Fizzy is clear about their product category — a Kanban board — but stands out by planting a flag on what best-in-class Kanban should look like.

They don’t hide from the category. They mark their territory in it. They call out the shortcomings of tools like Trello, Jira, Asana, and GitHub, and paint a better picture of a better Kanban board.

​→ Are you convinced?​

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Example #3 - Turn Customer Goals Into Challenge Campaigns

Want a creative way to drive product usage? Run a campaign that incentivizes customers to 1) use your product and 2) achieve the outcome it’s designed to deliver.

Framer’s $1M challenge pushed customers to set ambitious goals and rewarded them for hitting them.

The bonus for Framer? Customers publicly shared progress, usage, and results along the way.

A smart way to drive product adoption, generate social proof, and some major buzz at the same time.

​→ Check out the #1M Challenge​

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Example #4 - The 1-2 Penny Drop

Valley nails the hardest job of a homepage: making the product instantly click.

Their How It Works section pairs two things perfectly:

On the left: Clear, step-by-step copy.

On the right: A single animated “penny drop” image.

No abstraction. No buzzwords. No guessing.

By the end of the section, you don’t just know what Valley does, you know how you would use it.

​→ See Valley's penny drop in action​

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Example #5 - The Status Quo Comparison Checklist

Most comparison checklists are bloated and unreadable. Rally keeps theirs short and useful.

Instead of naming competitors, they compare against the status quo: traditional fleet cards.

That makes it a simple buyer enablement tool, not a feature bake-off.

It’s easy to scan, written in plain language, and goes straight to what buyers care about.

​→ Build a comparison checklist that actually helps​

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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:

• ​Product Marketing Manager @ Cohere​
• ​Product Marketing Manager @ Cognyte​
• ​Product Marketing Lead @ Atlan​

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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. ​What PMM Actually Owns – Kyle Lacy shares a hot take on which metrics PMM can realistically own and which ones they can’t.
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2. ​How to Make AI Video Ads – Shlomo Genchin shows how to create AI video ads that drive real leads, not just views.
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3. ​The Three Things That Matter in Sales – Are your win rates falling flat? Paul Stansik shares a simple framework to pinpoint what actually needs fixing.

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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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​Jason and Aubrey​
​Say hi on LinkedIn!