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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...

Example #1 - Droppin' Products

Here’s how to build a repeatable system around your tier 2 and 3 launches.

PagerDuty introduced the concept of “Product Drops.” A section of their website where they share monthly product updates.

Every month, they publish blog posts for each new feature, complete with a short demo video. They then repurpose these assets in emails, social media content, wherever else they want to share it.

This is a repeatable process you can stick too for most launches.

Start with the monthly product drops, and then all other content can pull from those.

​→ See how PagerDuty drops products​

Example #2 - Demo in a LinkedIn Carousel

This is great. A product demo given through a LinkedIn Carousel.

Alex Boyd, Cofounder of DemandBird, gives people a high-level product demo using a 10-page carousel.

Each page includes a real product image, an H1 describing the main JTBD, and a clear capability description. Some pages also include 1-2 supporting features.

It shows there's more than one way to demo your product on LinkedIn.

​→ Swipe through a demo of DemandBird​

Example #3 – Re-Launching What’s on the Shelf

A feature you thought customers knew about, but most actually didn't...

How many times has that happened? 🫣

Collin Mayjack, calls out the elephant in the room and uses it as an opportunity to re-educate customers on Sybill's 2-way Slack integration.

It's a great example of product-led marketing. Stepping off the launch train to sell what's already on the shelf.

​→ Most PMMs forget to do this​

Example #4 - Basecamp Launches Paper

In a world where every second LinkedIn post is about a new AI feature, Basecamp is launching paper.

Yes, PAPER. No joke.

And in true Basecamp fashion, they make it sound amazing.

​→ See how sexy paper can be​

Example #5 - The Human Side of AI Messaging

Most AI product messaging is focused on all the cool things it can do.

Lassie takes the opposite approach and focuses on the human side of the equation.

"You're a doctor. Not a machine."

That's the first thing you see. Followed by a looping video of a doctor meeting a patient and spending time with his family.

And right away you get it. This product is focused on letting doctors do what doctors do best, and leaving the annoying stuff to an AI.

That's a message I can get behind.

​→ See what Lassie can't do​

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Founding PMM Jobs

I've started a simple job board, focused on curating new Founding PMM job opportunities.

Some highlights from this week:

• ​Product Marketing Manager @ Blee​
• ​Product Marketing Lead @ Valence​
• ​Founding Product Marketer @ Sparrow​

​Find More Founding PMM Jobs ↗️​

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3 More Things

Three articles, posts, or tools you should add to your swipe file.

1. ​Writing Examples - Looking for writing inspiration? David Perell breaks down examples from some of the world’s greatest writers.
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2. ​One Source of Enablement Truth - Lidija Kačar breaks down the self-updating loop she’s created to keep her team enabled using AI.
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3. ​Double Whammy - Alison stones explains how interactive demos make life easier for customers and sales engineers.

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​Jason and Aubrey​
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