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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
PMMs often get stuck on the launch treadmill and neglect to promote products, features, or concepts that are already working.
This week we're sharing some of our favorite examples of product-focused campaigns.
Let's get to it...
Example #1 - Name the Problem and Market the Differentiator
Klue, like every software company right now, is up against a familiar objection: "Why don't we do this in Claude?"
To fight back, Klue built a campaign around the objection and named the problem companies doing CI with generic AI face: "Zombie Agents".
They even give you a six-point checklist to diagnose whether your agent is already a zombie β and the risks they create: citing SEO garbage and putting it straight into your battlecards.
I love how they creatively name the problem and position Klue as the antidote.
ββ Are you using Zombie Agents?β
Example #2 - Test the Waters Before You Build
This example is somewhat tied to a launch, but still different enough to earn a mention.
What about testing a new product idea before you build it? Take inspiration from this Adam Robinson post.
In typical form, he shares a strong POV on the shifting dynamic between Claude Code and Clay, then introduces a gap nobody has addressed: Claude Code needs a data layer.
He drops a link to a dummy site, explains the value prop, and asks one question: "If I built this, would you use it? Comment yes." 197 comments later, he's probably building it.
Two things to steal: the founder-led POV format, and the validation mechanic. You don't need Adam's following β this works across different mediums.
ββ See Adam's postβ
Example #3 - Don't Buy an Ad, Buy the Experience
Wispr Flow took over Product Hunt's site for a day, replacing the branding with their own. The hero, the design, even the interactive elements β all look like the Wispr Flow site. They didn't just sponsor the page, they became the page.
They tied it into the community too. That day's leaderboard was "powered by voice" β the top launch would win a year of Wispr Flow free.
If you have the budget, this a great way to make your product feel like part of the community... instead of an interruption to it.
ββ See Wispr Flow take over Product Huntβ
Example #4 - Make Your Product Part of a Bigger Story
Spellbook makes AI-powered contract review for lawyers. Not the most glamorous product to campaign around. So they borrowed some glamour.
They tied their product to the Artemis II mission, exposing that it required 5,000+ agreements before anyone entered orbit π€―
Spellbook spun up a microsite that lets you scroll through samples of the contracts that needed to be reviewed for the mission, letting you see the importance of the problem without just saying "contracts are important."
ββ See Spellbook go to the moon! β
Example #5 - Clayβs Record-Breaking Influencer Play
Clay didnβt run a typical influencer campaign.
They worked with creators to set a bunch of world records using Clay. Like creating an account list under water, on a jet ski, or hanging upside down.
Itβs entertaining and educational, showing real Clay use cases in crazy situations.
Instead of bland endorsements, they created something hard to ignore.
ββ See Clay set recordsβ
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.
- βHow to Use Claude for GTM - Kyle Poyar unpacks how PMMs can use Claude for sharper GTM and pricing analysis.
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- βHow Not to Get Fired in 2026 - David Griceo shares advice for how to not get fired in 2026; move faster and experiment more.
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- βMake Your Resume Bulletproof - Laszlo Bock breaks down his formula for ensuring your resume hits hard and clear.
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!