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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 – Social Proof From the Road

Social proof can often feel too ... polished?

That's why I love this video from ZayZoon. It feels like something you'd see on TikTok, not a B2B website.

They walk into businesses using ZayZoon, like a auto body shop, and talk to real workers using the product. You hear them talk about having multiple jobs and how important getting paid quickly is to them.

Instead of telling businesses how ZayZoon can help their employees, they are letting the employees tell the story themselves.

​→ Watch the video now​

Example #2 – Make the Switch Feel Easy

If you're trying to get buyers to switch, your migration capabilities matter a lot.

Take Ferndesk for example. A large market segment for them will likely be people switching off other helpdesk solutions.

So their migration process is a key feature they need to highlight. Especially when the pain of migration is one of the primary reasons people decide to do nothing and stay with their status quo.

This section on their website does a great job selling the ease of migration. Assuring prospects that it only "takes ten minutes." They also include quotes from prospects highlighting common objections and how they handle them.

Like: "We'll lose our rankings." which they follow by saying "Every URL is preserved."

​→ See how easy it is to switch​

Example #3 – What Jobs Can Your Platform Cover?

I find that a lot of platforms focus on explaining all the different features they have, but forget to explain how those are used to do specific jobs that a prospect actually cares about.

It's a lot easier to educate a buyer on the greater value of your platform, when you can open their eyes to other existing jobs or problems it can help with.

That's why I like this section on Valley's website that shows all of the different jobs you can do with their platform, right beside their pricing.

​→ See what you can do with Valley​

Example #4 – Anchor on Something Buyers Know

I like how Dovetail uses a known concept — Personas — to help explain a new concept — Digital Twins.

When you're introducing a new product to the market, it helps to anchor it on something buyers already know.

Product people are very familiar with Personas, so when you say "talk to them," it's a lot easier to grasp how the product works.

​→ Check out the Digital Twins product page​

Example #5 – Naming The Enemy

Here's a great example of naming the enemy.

Thoropass is running this campaign during Halloween, but the idea of the "audit nightmare" is something they use in their messaging often.

They are trying to connect with compliance people who feel that sense of dread when audit season comes around. For them, Thoropass is a solution that can end the nightmare before it happens.

​→ Escape the audit nightmare​

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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:

• ​Founding Product Marketing Lead @ Scout Global​
• ​Founding Product Marketing Manager @ Mintive​
• ​Senior Product Marketing Manager @ Petra Security​

​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. ​Earn the right to raise prices - Rob Litterest doesn't care that Beehiiv is raising his price.
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2. ​Where to start as a head of marketing - Amanda Natividad breaks down five things she would do first as a new head of marketing.
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3. ​Repositioning to find product-market fit - Melissa Kwan brings you inside her decision to spend 5 months repositioning every word of her company messaging.

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​Jason and Aubrey​
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