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 #167 - The Social Proof Use Case, Link Your Differentiation Across Channels, and Pricing as Positioning at it's Best
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Exa's pricing page leads with capability-based pricing like deep search and content. But if you have a specific use case in mind, you have no idea what it's going to cost.
To address this, they added a section that prices by use case, with a real customer example.
A great way to take Γ la carte pricing and translate it into "is this your job to be done? Here's your number."
Mostly Talent puts its pricing on its homepage, pairs it with a "How it Works" section, and layers in a strong positioning angle.
First, the company's POV on how the model aligns incentives between firm and customer.
Second, "30% of first-year cash comp, split into three equal milestones" tells you exactly what you'll pay and when.
Third, the "Why it works" callout makes it explicit: "You pay for the process, not the pitch. We're aligned to finish what we started, not race four other firms to the same listing."
Example #4 - How to Link Your Differentiation Across Channels
We've featured several CEOs posting about how their product is better than AI. This post from BlueJ's founder is a great example.
Their POV... defensibility is the bar for legal and tax professionals.
What makes this more than a founder opinion is that the same idea lives on the homepage. "Tax research you can rely on" and "defensible answers in seconds" are part of their hero.
That interlocking story, from the Founder post to the website, is what good positioning coherence looks like.
Everyone is launching their own MCP but few help users think through how to use it.
That's why I love Andy's simple LinkedIn carousel breaking down the top 10 use cases for Apollo's MCP.
Each slide pairs a clear use case with a short description and a product screenshot. Nothing fancy, just 'here's what this does, here's what it looks like.'
It's a simple fix for a real problem. Everyone thinks AI is great but the biggest blocker to adoption is knowing what to use it for.
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Three articles, posts, or tools you should add to your swipe file.
βTackle the Activation Gap - Tom Meerstadt breaks down why most PMM assets go unused and what to do about it. β
βYour Job Is Mostly Saying No - Christy Roach shares what senior marketing leadership actually looks like. Spoiler alert: it's not what most people imagine. β
βPMM Like PostHog - Curious how PMM works at PostHog? Check out their internal SOPs to see how they do it.
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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. β
βThe Foundry is a group coaching program for founding PMMs. β
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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.