Every week, Jason Oakley and Aubrey Chapnick share 5 practical product marketing examples. It's your weekly dose of PMM inspiration and practical advice in less than 3 minutes.
PMM Files # 149 – A Poster That Moved Me, Creating Authority, and a Hero That’s Got Mojo
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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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.
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What’s DemoDash? We’re an interactive demo agency. We work exclusively with Navattic customers, helping them build and maintain their interactive demos. We’ve built 120+ demos for Navattic customers like Notion, AppsFlyer, UserEvidence, and AppFolio.
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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.
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See you next Wednesday!
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. ​
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Every week, Jason Oakley and Aubrey Chapnick share 5 practical product marketing examples. It's your weekly dose of PMM inspiration and practical advice in less than 3 minutes.