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.
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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.