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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.

This week we're featuring five examples of great buyer enablement. One of the easiest things for your buyers to do, is nothing at all. So any doubt, fear, or unanswered questions that cause even the smallest amount of friction can be disastrous for your conversion rate.

See how companies are focusing on helping buyers and making it easier for them to buy.

Let's get to it...

Example #1 - Evocon's ROI Calculator is 🔥

Most ROI calculators trigger the BS radar the second you see the output. Evocon's is different.

Their calculator page lets buyers pick the outcome they actually care about, either cost optimization or maximizing output, before plugging in a single number.

Then the page goes further: a chart showing how fast clients typically see payback, tips that explain the inputs, and instructions to help buyers take the result back to their team.

It's everything you want in an ROI calculator.

​→ Check out Evocon's ROI calculator​

Example #2 - Zenhub Makes Their Demo Unmissable

It's wild that so many companies still make you jump through hoops just to see their product.

Zenhub does the opposite. Their "Try a Demo" button sits right in the hero and stays pinned in the top nav. Clicking it takes you straight into their interactive demos. No sign-up, no sales call, no friction.

Even PLG products can require account setup, and a bunch of time investment before buyers can see the benefit. That's often enough to make someone move on. Zenhub removes that barrier by leading with the demo everywhere.

​→ See how easy it is to see a demo of Zenhub​

Example #3 - Growth.Design's Expense Page Does the Internal Sell for You

This is the best expense page I've seen.

Growth.Design doesn't just drop an email template on the page and call it done. They walk you through the entire internal sales conversation: pick your course, send your boss a quick Slack message, follow up with the full pitch email, then get a nudge to follow up again at day three. It's basically a nurture sequence for your manager.

If your buyers need budget approval, map out that conversation for them. This is what real buyer enablement looks like.

​→ Get your boss on board​

Example #4 - Workshop Replaces Chat With Humans

The easiest thing a buyer can do is nothing. Doubt is all they need to stop the process entirely.

Workshop gets this. Their AskDevin campaign is built around Devin, a real internal comms expert who answers real questions from real buyers.

No chatbot. No recycled thought leadership. Just a person who actually knows the space and is willing to help. It removes friction without feeling like a pitch.

​→ Go ahead, ask Devin​

Example #5 - What Chemicals Are in Your Shower Water?

Here’s a great example of a DTC brand educating customers on the problem.

Jolie sells a filtered showerhead that purifies your shower water. If they want people to pay $150 for the hardware + $120/yr for replacement filters, they need to convince them there’s a problem worth solving.

Enter the Free Water Report. Give them your Zip Code and you’ll get a report telling you what chemicals are in your shower water, along with the potential risks.

If you’re not convinced to buy, your shower thoughts are at least changed forever.

​→ See what's in your water 🚿​

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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 Marketer @ STAN AI​
• ​Senior Product Marketing Manager @ Wisedocs​
• ​Product Marketing Manager @ Roots​

​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. ​Focus on the industry first - Andy Kofoid believes that your next career move should start by looking at the industry first.
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2. ​Building your dream PMM career - Yi Lin Pei gives you a framework for doing it without fear, anxiety, or chasing trends.
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3. ​Buyers have already benchmarked you - 51% of buyers compare you before they show up to the discovery call. Drew Giovannoli explains what you should do about it.

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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​
​Say hi on LinkedIn!