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: Steve AI
Sick of updating your outdated battlecards?
Stop manually tracking every competitor site change. Steve is an AI research agent that monitors your competitors 24/7, surfaces what actually matters, and keeps your battlecards fresh automatically. Spend less time digging through tabs and more time winning deals.
Huts does a great job guiding potential home builders to the right place on their site, based on their use case. Below the fold, visitors move through a “choose your own adventure” carousel.
Instead of forcing one generic pitch, the page lets you choose why you’re here:
Starter home
Forever home
Second home
Investment property
Micro-hospitality
Click one, and you head to a separate page built specifically for that use case. The value shifts to match what that buyer actually cares about.
It's a smart way to address multiple ICPs without watering down your story.
I saw this poster in a U-Haul office and had to snap a picture. It helps you pick the right moving vehicle, based on what you need to move.
Each vehicle is mapped to a real-world moving scenario: studio apartment, one-bedroom, two-bedroom, full house.
From there, the visual layers in just enough detail. How many boxes fit. How many containers. What extra supplies you’ll likely need.
Everything comes back to one simple question though: Which option is right for me based on where I’m moving from?
​
Example #3 - Airtable's Product-Led Marketing
I love product-focused campaigns that happen outside a launch. When companies find interesting ways to promote the stuff that's already on the shelf.
Alex McDonnell, Director of Product Marketing at Airtable has been doing this with short LinkedIn videos where he walks through interesting ways customers have been using Airtable's AI features.
This one features a clothing company using Airtable to automate part of their operations. You see the problem, the product, and the outcome — delivered in under 40 seconds. A great bit of product storytelling.
Navattic’s State of the Interactive Product Demo Report is more than a lead magnet. It’s a killer asset for sales, marketing, and customer success.
Packed with real data and guidance, the report shows why interactive demos matter and how to do them well (based on top performers).
The findings reinforce Navattic’s narrative with undeniable proof. Multiple years of adoption trends, performance benchmarks, and best practices make the case clear: interactive demos work.
This isn’t content for content’s sake. This is research that moves the market.
This is a great example of a hero that nails the problem and shows real audience empathy.
Every PMM knows how frustrating it is not knowing whether anyone is actually using your messaging. This hero calls that pain out immediately and hooks you in one line.
You then get a plain-language explanation of how the product works. "Analyze surveys, call transcripts, and marketing content to see who’s using your messaging and who isn’t."
Bonus points for putting the pricing right in the hero.
Props to Eric Holland, friend of the newsletter, who clearly understands the PMM job.
"That battlecard is out of date." Never hear those words again.
Competitive research is a full-time job, but you already have one.
Websites change, products launch quietly, and by the time you update your slides, they’re already old news.
Meet Steve đź‘‹ Think of him as your dedicated competitive researcher who never sleeps. He continuously monitors competitor moves and separates the signal from the noise.
Instead of a messy spreadsheet, you get structured, updated battlecards that your sales team can actually trust in live conversations.
Ditch the manual tracking. Let Steve handle the research so you can focus on the strategy that wins the market.
Three articles, posts, or tools you should add to your swipe file.
​The Simplest Way to Position - Rob Kaminski shares a simple framework for making differentiation clear, relatable, and easy for buyers to grasp. ​
​Cracking the Agent Launch - Amulya Vadrevu shares lessons from launching AI Agents at Hockeystack, with practical takeaways you can apply to your own launch. ​
​Write Copy With Intent- Anand Patel shares a simple Know–Feel–Do framework to keep your copy honest, focused, and outcome-driven.
​
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!
​
P.S.
We work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways we can help:
​The Jetpack is a library of templates, playbooks, and examples. ​
​The Foundry is a group coaching program for founding PMMs. ​
Want to sponsor our newsletter? Let's chat!​ ​