Read Time: 3.5 minutes
Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
Let's get to it...
The "Solo PMM" secret to scaling competitive intel
Youβre a Solo PMM. Outnumbered, overworked. Your battlecards are ancient. Stop being a manual web-scraper. Elevate your role with Steve. Heβs your 24/7 AI research partner who monitors every move, sums up the changes, and updates your battlecards. Become the strategic force sales depends on.
ββ See How Steve Scales Solo PMMsβ
|
|
β
Example #1 - Three Steps to Get It
UnSiloed's "How It Works" section makes a technical product feel simple and clear.
Like all good "How It Works" sections, it's broken into three steps:
- Drop in your documents from wherever they live.
- Watch the product parse and extract the information.
- Get clean JSON, markdown, or structured fields ready for your LLM or data warehouse.
Paired with awesome visuals and animations, this one screams "I get it!"
ββ See UnSiloed's How It Worksβ
Example #2 - An ROI Calculator That Doesn't Oversell
Most ROI calculators force you to accept their best-case assumptions. Finn's lets you be skeptical.
Plug in your monthly support conversations, number of reps, and annual cost per employee. Then set your own resolution rate. Finn's benchmark is 67%, but you can dial it down if it feels more realistic.
What makes this really stand out is the three-year view. Finn gets smarter over time, so the savings grow. The calculator shows you how it plays out year by year.
ββ See Finn's ROI calculatorβ
Example #3 - The Product Video That Gets to the Point
This user generated content style video for a dress shirt is one of the best I've seen recently.
It opens with the problem: Shirt's too short. Collar's floppy. Always wrinkled.
Then the product: Stretchy, comfortable, stiff collar, and cheaper than the brands you're already buying.
No wasted time on transitions, captions, or scripting. Just problem and product.
There's a lesson here for software PMMs. A clear, fast-paced demo that speaks to real problems can outperform a polished brand video any time.
ββ See the videoβ
Example #4 - Beyond the Feature Checklist
Most comparison tables are just feature list showdowns. Runr's compares what it does vs alternatives.
The table takes a real use case and shows how Runr's AI answers a question vs Copilot.
If you want to compare yourself against alternatives, features can be just bringing a knife to a gun fight.
Instead, show the differences in use cases to get to the heart of why you are better.
ββ See Runr's comparison sectionβ
Example #5 - A Why Us Page That Sells a Point of View
"Why Us" pages can be fluffy and general. This one from 20 sells a POV and narrative. The page opens with a clear stake in the ground: the future of CRM is built, not bought. β
β
From there it walks through the shift, what it means, and the opportunity. No feature lists. No competitor callouts.
The logic is simple. If you agree with their take on where CRM is heading, 20 is the natural conclusion.
ββ See 20's Why pageβ
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.
β
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."
β
- Emily Simon, Director of PMM at Apptegy
|
|
β
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.
- βStyle is personal, story is infrastructure - Jonathan Pipek shares why scaling sales break when reps tell different stories, and how to fix it.
β
- βEvery use case is a new market - Anthony Pierri explains why every new use case means new competitors, and if not handled correctly, can sink your business.
β
- βYou don't have a leads problem - Kyle Poyar breaks down why most marketing problems aren't about volume, they're about ICP clarity, messaging, and channel fit.
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!
|
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.
β
- βThe Foundry is a group coaching program for founding PMMs.
β
- Want to sponsor our newsletter? Let's chat!β
β
|
β
βJason and Aubreyβ
βSay hi on LinkedIn!