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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
Despite all the advancements in video technology, the bar for product videos is still pretty low. This week, we're looking at some cool examples of product videos done right.
Let's get to it...
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Example #1 - A Use Case We Can All Understand
Figuring out the right use cases is the biggest blocker to AI adoption. That problem gets bigger if you are a horizontal product like Notion, which can be used for a million different things.
To combat that blocker, they've been running these awesome videos showing members of their team using Notion for real things!
This one features Amy, who built an agent to find available meeting rooms in their office. You see the pain, the build, and the outcome all in under a minute.
It's personal, fun, and genuine to Notion's brand.
ββWatch Amy's agent in actionβ
Example #2 - The World's Fastest Product Demo
Struggling to create an impressive product video that's short and to the point? Learn from Firebolt.
They rolled out the fastest demo video ever. It shows Firebolt running a query against 42 billion rows, and the result comes back instantly. That's the video.
Worth remembering: your demo doesn't need to show everything. It just needs to nail the one thing that matters most.
ββ Watch Firebolt's 17-second demoβ
Example #3 - A Launch Video That Hits Every Mark
I came across Loop Stuff last month and fell in love with their explainer video immediately.
The video features their founder, Seth, in a shirt and towel (for the most part at least) explaining how their app works and what you can sell.
Take a pic, leave it on your porch, have it picked up, get paid, don't talk to anyone. That's Loop Stuff.
It's short, clear, funny, and memorable. All the things you want this kind of video to be.
ββ Watch Seth's launch videoβ
Example #4 - Every Screenshot Is a Video
Basecamp takes every screenshot on their homepage and turns them into product videos.
Just hover over any image, click in, and you get a short walkthrough β most under a minute.
The videos are screen-share style, which makes them easy to produce at scale, and you could easily swap these for interactive demos if you wanted.
ββ See how Basecamp layers video into their product imagesβ
Example #5 - The Complete Homepage Video
AirOps serves up a homepage video masterclass. They nail all the important notes.
- What the company does
- Why it matters
- Why they are different
- Quantitative outcomes
- Verified proof from current customers
While their product might seem difficult to understand on the surface, the video frames everything in clear and simple language anyone can grasp - in under 5 minutes.
This is the most complete and powerful homepage explainer video Iβve seen in a while.
ββ Watch AirOpsβ killer explainer videoβ
The wrong way to use templates
βFill them out.β
You get your hands on a new template, say for messaging, and you just start filling in all the blank spaces.
You follow it to a T, even when parts donβt make sense or serve your needs. It not only wastes your time, but you end up with a shitty end product.
My advice is this:
Use templates as a starting point, but make them your own.
I love it when PMMs take my templates or my playbooks and make them their own. They may tweak things, or they may take one thing they like and add it to something else entirely. Thatβs a sign they are forming their own opinion around how to do things right.
There is a problem though.
Templates and frameworks are EVERYWHERE. And there is a lot of junk.
You know what they say β garbage in, garbage out ποΈ
That's why I created the PMM Jackpack. It brings together all of the templates, frameworks, and examples that have shaped me as a product marketer, the people I coach, and the work I deliver for my clients.
Itβs templates, playbooks, and examples that can give you the confidence to form your own opinions.
And if in the first 30 days, you come to the realization that my resources are ALSO junk, I'll give you your money back β no questions asked.
βClick here to join the 500+ PMMs using the Jetpackβ
"As a two-time founding product marketer, I know what it's like to start from scratch. And, I know what it's like to invest hours into creating documentation and processes to only be left with desire for more.
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That's why I love Jetpack. It gives me real ideas, real frameworks, real examples to elevate and inspire my own work. The launch playbook is a prime example."
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- Emily Simon, Director of PMM at Apptegy
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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:
βFind More Founding PMM Jobs βοΈβ
3 More Things
Three articles, posts, or tools you should add to your swipe file.
- βGet Around Positioning Roadblocks - April Dunford digs into tricky positioning roadblocks on Lenny's Newsletter.
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- βWhy Your Feature Launch Didn't Land - James Doman-Pipe breaks down why most launches fail and how to break through.
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- β3 Things Every Founder Should Know About PMM - Amulya Vadrevu shares lessons for every founding PMM after building product marketing at HockeyStack.
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!
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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:
- βThe Jetpack is a library of templates, playbooks, and examples.
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- βThe Foundry is a group coaching program for founding PMMs.
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- Want to sponsor our newsletter? Let's chat!β
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βJason and Aubreyβ
βSay hi on LinkedIn!