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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 talking about persona-based messaging. How to speak clearly to the right buyer and handle multiple market segments or personas on your website, without making it feel like one big mess of blended messaging.

Let's get to it...

Example #1 - Rig Owns Their Complexity

Most companies are afraid to say their product is complex. They worry it'll scare off buyers who just want something simple and done-for-them.

Rig went the other way, with polarized messaging for the right buyer.

Their homepage has a section literally titled "Built for control freaks," followed by features like custom modeling, terminal UI, and heavily tuned. Every line is written for someone who reads that list and thinks, "yes, that's exactly what I want."

That's deliberate persona targeting. If your product is built for power users, own it. Say it out loud. The right buyers will self-select in.

​→ Are you a control freak?​

Example #2 - Playground's "Built For" Nav

Look at this "Built For" dropdown from Playground. It's split into two columns:

• Org types - home-based, centers, multi-site, camps, etc.
• Roles - owners, directors, enrollment specialists, etc.

Two layers of segmentation, one dropdown. Each one links to a dedicated page with messaging written for that exact person.

The important thing to recognize here is that the homepage seems to be written for directors, so they're choosing one primary persona to focus the homepage on.

Everyone else has a page built for them. A champion's best friend. Instead of sending the homepage, they can send a teacher the teacher page and an owner the owner page.

​→ Check out Playground's site (it's super fun)​

Example #3 - Flip The Persona Switch

Most marketing teams struggle with messaging for multiple personas on their homepage. Ruul found a creative way to solve it.

Instead of a dropdown in the nav, they let you toggle between homepage views. Each view is tailored to a different persona.

Flip the switch, and everything changes including the background, hero, images, CTAs, and copy. It almost feels like a completely different site.

​→ Go ahead, flip the switch​

Example #4 - TerminalX Combines Segments and Use Cases

If your product serves multiple types of buyers, the worst thing you can do is make them guess whether it's for them.

TerminalX has this simple section on their website to help make things clear. Spot your firm type on the left, see a realistic example of your use case on the right.

​→ Check out TerminalX's use case section​

Example #5 - How To Sell the Future

Brainfish found a smart way to balance messaging targeted at buyers and champions vs. investors, analysts, and CEOs.

Their homepage focuses on what’s available today, but a small toggle in the nav flips the site to a secret mode: Where We’re Headed.

It’s a clever way to show both the present and future. Speaking to investors and analysts, while keeping your buyers and sales team grounded in reality.

​→ See how Brainfish balances present and future selling​

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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:

• ​Senior Product Marketing Manager @ Camunda​
• ​VP, Product Marketing @ Element Fleet Management​
• ​Product Marketing Manager @ Super.com​

​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. ​The Wynter 8 Homepage Messaging Framework - Peep Laja scores the top 10 survey tools on homepage messaging, not design.
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2. ​Getting Started With Claude Cowork - Rory Woodbridge breaks down simple steps for PMMs getting started with Claude Cowork.
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3. ​Some orgs are better off NOT hiring PMMs - Aatir Abdul Rauf explains why an organizations DNA has major effects on PMM impact. ​

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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!