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

Let's get to it...

Example #1 - Replace Your Stack in One Image

This simple image gets a big point across: You can replace your whole video stack with Descript.

Right away, you can see exactly which tools Descript replaces across four capability areas, including Camtasia, Loom, Canva, HeyGen, Veed, Riverside, OpusClip, KapWing, and CapCut.

Ten seconds with this image and you understand the pitch.

The "replace your stack" visual isn't new, but this one packs a punch.

​→ Consolidate your stack with Descript​

Example #2 - A Creative Way to Show Buyers the Math

Most pricing calculators show you what you'd pay and the estimated ROI. HubSpot's goes one step further: it lets you compare.

Toggle through HubSpot's products and packages to see a full cost breakdown. Right next to it, there's a column to enter what you're currently paying elsewhere. They even include a guide on what questions to ask other vendors to fill it in accurately.

What you end up with is a clear side-by-side: what you pay now versus what you'd pay with HubSpot.

I haven't seen this before but it's an awesome idea for price competitive spaces.

​→ See HubSpot's TCO Calculator​

Example #3 - Remove Doubt By Showing What Happens Next

Lightdash's Happiness Curve of a Data Team does an awesome job painting the picture of what happens after buying the product.

• Day one: connect your data and set up workflows.
• Day two: build dashboards and generate insights with AI.
• By day five: 10x productivity.

Instead of saying "our product is easy to set up," they show you exactly what the first week looks like.

Doubt kills deals. This creates confidence.

​→ See Lightdash's happiness curve​

Example #4 - Make Your Logo Bar Work Harder

A lot of companies phone it in on their website's logo bars. HockeyStack doesn't.

Hover over a logo on their site and you get a snippet of the full case study: the title, a key quote, and the name of the person featured.

Click it and you go to the full page.

This is a great tactic that turns a passive row of logos into a browsable menu of customer evidence.

​→ See HockeyStack's logo bar in action​

Example #5 - Remove the Fear of Switching

Most switcher campaigns focus on superior product benefits. This one from Claude focuses on making the switch feel easy.

The message is simple: switch to Claude without starting over. Bring your preferences, context and memory over with one copy and paste.

This campaign isn't trying to convince you Claude is better than ChatGPT. It's targeting people who want to switch but haven't because the effort.

A good reminder removing switching costs can be a bigger lever than adding more reasons to buy.

​→ See Claude's switcher campaign​

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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:

• ​Founding Product Marketer @ QL2 Software​
• ​Senior Product Marketing Manager @ Qohash​
• ​Product Marketing Director @ N - Able​

​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. ​A shared language for PM and PMM - Aatir Abdul Rauf shares a simple framework for PMs and PMMs for getting aligned before a launch falls apart.
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2. ​AEO isn't one strategy, it's four - Brendan Hufford breaks down which AI visibility strategy fits your brand's stage and category, so you're not copying the wrong playbook.
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3. ​A quarterly product showcase worth stealing - Josh Chronister shares how Provet ran a live showcase for customers that drove 300+ registrations and 50+ Q&A questions, plus the slides to replicate 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!