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 # 161 - Five Product Focused Campaigns Not Tied to a Launch
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.
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.
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.
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."
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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.