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 #183 β Human-First, More Than Hype, and Making the Upgrade Inevitable
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 β When They Zig, You Zag
When everything is going hard towards AI-first, you differentiate by going the complete opposite.
Heyo is a "human-first" chat tool that let's founders talk to real users, live on their website.
Their promise: "Be more human then your competitors."
That's obviously not something you can prove for certain. But it's not hard to see that these days every website chat is powered by AI or some form of automation. In that sense, their claim feels easy to believe.
Drafted does an incredible job showing what their product can do on their website.
It's not a demo showing the HOW, but plenty of examples showing the WHAT. And in this case, I don't think buyers care about the how. They know it's largely AI-generated.
What they care about is what the output will look like. Whether it's any good.
That's why their site leads with examples of WHAT the results will look like. Then, once you decide you want those results, they show you HOW.
Vector launched this teaser video for their new ABM product, and it's a masterclass in generating hype.
It features a number of reputable influencers and marketers in the ABM space, all reacting to the new platform. It feels like genuine excitement coming through the screen.
BUT what makes it even better is the many mentions of how much better it is than the 1000 lb gorilla in the space, 6Sense.
It'll be interesting to see if the hype holds up, but they've caught the attention of many marketers who may be ready for a switch.
I really like how Relume frames these two packages for their new Publish product - essentially an AI tool for building and hosting a website.
There are two plans: Free hosting and Launch hosting.
What's different is how they frame the free plan as a step along the journey. It doesn't even feel like the Free plan is a possibility after you launch a site. It's just so you can build your site without having to pay for it.
I feel like a lot of platforms get stuck supporting free users who never had any intention of upgrading. But I much prefer the approach of having a free way to get started, but built in mechanics to make upgrading inevitable.
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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.