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 # 165 - A Penny Drop That Sells and Enables, Turning Community Into Proof and A "Why Now" Problem Section
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 - The Pricing Page Penny Drop
This is a handy penny drop image that helps buyers understand Zapier's platform.
In a single diagram, you see all their products, how they work together, and example use cases.
It's exactly what a penny drop image should do: give buyers immediate clarity on how the whole thing works.
Bonus points for putting it on the pricing page. When someone is trying to figure out cost, showing them how everything connects is great buyer enablement.
Example #2 - A Product Campaign That Hits The Pain
This video from HockeyStack is a great example of a product-focused campaign targeted at one persona: the CRO.
The message is simple: You spend your day putting out fires. What if you didn't have to?
The video shows how HockeyStack Agents handle those fires automatically, so the CRO can stop being the person everyone runs to and get their time back.
Vercel used community to drive a mega batch of social proof on Product Hunt.
The idea: if you're building something on Vercel, launch it on Vercel Day and join the leaderboard for big prizes.
The prize gets builders to participate, but the win is what it creates: a single day packed with customer evidence, in front of an audience of builders (and buyers).
Anyone browsing Product Hunt gets to see what's possible on Vercel, straight from builders.
Example #4 - Publicly Proving Your Product Promise
Greptile differentiates on their ability to catch bugs in complicated code. That's a claim that needs proof.
Their solution?
Build a section on the website that showcases the product finding real bugs in open-source repositories. They targeted widely used code from repos like NVIDIA's. Not easy layups.
It works as both a use case library and a live proof point. You see exactly how the product works, when it counts.
Example #5 - A Problem Section That Answers "Why Now"
Most problem sections tell you what's wrong. Braintrust's does something better - it tells you why now.
Their problem section opens with an observation about the changing landscape of software. "AI fails differently than normal software. You need a new kind of observability to monitor and fix it."
It's not saying your current approach is wrong. It's saying it won't work anymore. This pushes buyers to recognize their old approach no longer works and opens the door to a new solution.
The skills that make you a great product marketer aren't enough to unlock the influence you want.
As your scope grows, leadership becomes a different job. You are expected to move between different elevations of work and make deliberate choices about where to spend your time and energy. The challenge is knowing what the moment calls for, and adjusting how you show up.
This is called leadership range. The PMM Leadership Assessment is designed to help you understand and start building that range.
Created by Tamara Grominsky, founder of PMM Camp, this free assessment gives you a clear picture of how you currently operate across five PMM leadership modes and where your range may be limiting your impact.
In under 5 minutes, you'll get:
A personalized snapshot of your PMM leadership profile
Clarity on where you are strongest today
Direction on what to focus on next to expand your range
Instant results you can actually use
This is the starting point for PMMs who want to level up.
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.