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 # 176 - Ideas to Assets in Four Steps, Social Proof With a Theme and The Problem Section That Tells a Story
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Example #2 - The Problem Section That Tells a Story
EVpin's problem section is one of the first I've seen that actually tells a story.
Most problem sections only describe how painful the current way of doing things is. EVpin walks you through what can happen when you do things the old way.
By the end, you don't just know the reason why EVpin exists. You feel it.
Most companies don't think much about how to deliberately organize their release notes.
Payhawk's "What's New" page does something most release hubs don't. It organizes everything for easy understanding.
Filters let you sort by feature type (enhancement or new feature), product area, integration, and date. Each entry has a clear label and follows the same copy structure, so you're never guessing what an update actually does.
The result is a page that's actually useful to browse. It shows what's changed in a specific part of the platform, the scope of recent work, and the difference between a minor enhancement and a meaningful new capability.
Checkly is a code-first synthetic monitoring platform. It lets engineering teams write, run, and deploy application monitors the same way they'd write code.
Their comparison page against Pingdom goes further than most. Typical competitor tables gives you checkmarks and Xs. Checkly's gives you specifics. β For every feature where Pingdom falls short, they don't just mark it as missing. They show what Pingdom actually does instead.
This is hard to do if you don't have credible information on your competition, but if you do, it's a powerful way to show how you stack up.
The Coaching Program for Building Your PMM Function and Career
The PMM Foundry is a group coaching program for founding and solo PMMs.
Those of you doing it on your own, without a mentor, a peer group, or indication that you're βdoing things right.β
Itβs not another course, or a series of packed webinars.
This is an intimate, 12-week cohort where you and 5-7 other PMMs will go deep on building your product marketing function, establishing core frameworks and processes, and handling the challenges that come with it.
After 12 weeks, youβll leave with a better understanding of the product marketing function, plus templates and frameworks youβll feel confident using.
More importantly, youβll have a safe space to get feedback, workshop ideas, validate your thinking, and connect with other like-minded PMMs in the same situation as you.
The next cohort kicks off the week of September 7th. Itβs intentionally kept to a small number of members (5-8), so apply now to secure your spot.
Three articles, posts, or tools you should add to your swipe file.
βThe Upside Down Website Journey - Rob Kaminski breakdown why horizontal products should route prospects to their most specific use case page, not the homepage. β
βWhich PMM Environment Fits You Best- Tamara Grominsky outlines how company stage shapes your PMM experience and should influence your next move. 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.