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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 – New Tools Need a How it Works

If your product is new to a market, or very different from the status quo in your category, your homepage should focus on how it works.

Don't rush to focus on differentiators or key features, if the majority of people who land on your site won't fully grok what you do in the first place.

Take LocalCan for example: Public URLs for developers, designers and agents.

Their hero is crystal clear on what it is, followed by a How it Works section that breaks it down even further.

I really like the 3-step breakdown, follow by the step 4 of "Everything above, agents can do" which seems to be one of their core features (and differentiators.)

​→ See how LocalCan works​

Example #2 – Old School, Meets New School Campaign

Check out this clever launch campaign from Navattic.

For their launch of Navattic Agents, they created custom digital scrapbooks for 20 of their top customers.

Each one showed the evolution of their product, alongside the evolution of that customers' demo program. With an agentic demo being the next logical progression for that customer.

As if to say, it's time to evolve with us.

I love how focused this campaign is. For a lot of launches, getting 20 of your best customers on board is all you need to get started. And then it becomes a process you can perfect and repeat from there.

​→ Check out the campaign (and grab some stickers?)​

Example #3 – Getting Industry-Specific

This is a great example of an industry-specific web page.

Bannerbear is a product that lets you automate the creation of on brand graphics for social media posts. So naturally, they could be used by a wide range of industries.

But they seem to have narrowed it down to four main ones: e-commerce, real estate, news publishers, and podcasters.

Each has their own page with tailored language and visuals, perfect for targeted outreach, ad campaigns, and organic search traffic.

​→ See how real estate agents use Bannerbear​

Example #4 – The Right Visual Makes It Click

I love a visual that makes it easy to understand a product, feature, or capability.

Take this example from Voiceflow, explaining how one agent can continue the same conversation with a customer across multiple different channels.

How do they do it?

Show 5 mobile phones, each with a different app open, all continuing the same conversation thread between an agent and a customer.

And right away you get it 🫰

​→ See it for yourself​

Example #5 - Writing Your Problem Section Like a Customer

This problem section sounds like a customer could have written it.

It's not fluffy language or words a customer would never use. And it's not painting some bigger problem that nobody really believes.

It simply walks through the exact scenario many brand designers struggle with, and teases the better way.

​→ See how Vessa follows it up​

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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 Lead @ CreativeX​
• ​Product Marketing Lead @ Plain​
• ​Head of Product Marketing @ Shopsense AI​

​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. ​Do brands all look the same?​ - Louis Grenier audited 100 B2B SaaS and AI companies against 8 distinctive-brand assets. It wasn't pretty.​
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2. ​What's the future for SE roles? - Muskan Jindal and Matt Finch share three key ways the SE role is changing (and how it's not.)
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3. ​Juggling multiple audiences - In this episode of Better Messaging, Emma Stratton discusses why you need to GET NARROW, and how to do it.

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​Jason and Aubrey​
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