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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.
ββ Consolidate your stack with Descriptβ
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.
ββ See HubSpot's TCO Calculatorβ
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.
ββ See Lightdash's happiness curveβ
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.
ββ See HockeyStack's logo bar in actionβ
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.
ββ See Claude's switcher campaignβ
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.
- βA 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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- βAEO 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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- βA 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.
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!