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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...
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
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Example #1 - Problem / Solution 1-2 Punch
Andercore's homepage nails the problem / solution 1-2 punch.
They do a great job breaking down the three problems they solve for industrial supply:
- Offline workflows
- Opaque comparison shopping
- Slow pricing
Each one gets unpacked just enough to land. Then, the page connects the problems to Andercore's solution: a connected ecosystem where quotes are instant, prices are transparent, and deliveries are predictable.
Top marks for clarity, specificity, punch and impact.
ββ See Andercore's problem / solution homepageβ
Example #2 - Kill the Friction on Your CTA
Most homepages end with a "Book a Demo" button that takes you to another page. UnSiloed skips that step entirely.
The calendar to book a meeting is embedded at the bottom of the page where the CTA is.
While this isn't groundbreaking, I've been seeing more companies do this. Why? Friction reduction. Every click you remove is one less step for someone who's interested and less opportunities to bail.
ββ See UnSiloed's CTAβ
Example #3 - Write the Blueprint for Your Category
Convincing someone to buy a new tool is hard. Convincing them to rethink how they work is harder. Intercom's answer is to give them a blueprint.
Their AI Agent Blueprint guide for launching and scaling AI in customer service isn't a Finn pitch. It's a playbook for how to think about doing support differently.
But if you read it and agree with the approach, Finn is the natural conclusion.
For anyone building a new category, this is a smart tactic. Write the book on how it should be done, and your product writes itself in.
ββ See Finn's AI Agent Blueprintβ
Example #4 - A Sick Penny Drop
Before a buyer can care about your product, they need to understand what it does. A penny drop image gets them there fast.
This one is from Orchestra, an AI platform for drug development hits all the marks.
In a single animated graphic, you see what goes in: scientific reports, contracts, invoices, study plans. What comes out: a built project plan.
It only takes ten seconds with this image to understand what the product is about and wet your beak for more.
ββ See the penny drop imageβ
Example #5 - Show Them What Happens After Yes
The easiest thing for any buyer to do is nothing. No tool to set up, no money spent, no risk of making the wrong call.
One way to combat that: show them exactly what happens after they buy.
Shade does an awesome job of this with a simple 30-day onboarding map.
- Day 1, data migration.
- Day 14, workspace customization with their success team.
- Day 21, you're in and exploring the product.
While simple, knowing exactly what comes next makes saying yes a lot easier.
ββ See Shade's onboarding sectionβ
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.
βSome highlights from this week:β
βFind More Founding PMM Jobs βοΈβ
3 More Things
Three articles, posts, or tools you should add to your swipe file.
- βA Claude Code cheat sheet for PMMs - Aatir Abdul Rauf shares a practical setup guide for PMMs starting with Claude Code, covering context docs, MCPs, and hooks.
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- βConnect your work to a number - Alex Lopes breaks down how the best PMMs measure their impact, with real examples to show you how.
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- βSet a deadline for feedback, not permission - Madeleine Work shares a simple trick for removing bottlenecks and managing up without waiting for approval that never comes.
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!