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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...

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Example #1 - Why is Tawk.to Free?

When I see “free” on a SaaS website I usually have lots of questions. What’s actually free? For how long? Is the free version actually valuable?

Tawk.to was a somewhat late entrant to the chat game and one way they differentiate is around their free plan. So much so, that one of the primary links in their website nav is “Why Free?”

Click on it and you’re dropped into a long-form article coming directly from their founder explaining their position, plans for the future, even how they actually generate revenue.

It’s a type of transparency that makes you trust the company more and believe in the value of their free offering.

​→ See why tawk.to is free​

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Example #2 - Larger Teams Have Different Needs

I'm not always a fan of listing features, but I really like what Ahrefs did on their Enterprise page.

They specifically call out their features that matter most to enterprises, saying "Larger teams have different needs."

And in true Ahrefs fashion, they focus on visuals. Big, detailed images of those features in action.

​→ See what enterprises want from Ahrefs​

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Example #3 - Overcoming The Fear of Change

For enterprise companies, the cost of changing or implementing new software is daunting. Both in time and money. Overcoming that change management piece is super important.

This is a great example of how to give buyers confidence by showing them what it's like after buying.

Copy.ai shows their guided implementation process and timeline, plus social proof to give you piece of mind that they'll hold your hand through the process.

​→ See how Copy.ai makes change less scary​

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Example #4 - Solving Problems With Silence

This ad from Calm during election night, is genius.

Right in the middle of a super stressful night for millions of Americans, Calm said nothing about their product. At least not directly.

It was just 30 seconds of silence. “yep, just silence.”

It’s a sign they really understand their customers and the problem they’re trying to solve. Calm offers a meditation app to help relieve stress, but on election night they delivered it with 30 seconds of silence. And it paid off big time.

​→ Watch this clip shared by Jason Feifer​

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Example #5 - Social Proof, Verbatim

I love this testimonial section on Height.app’s website.

First, the title feels more credible — “What our customers say, verbatim.” I know right away that these are genuine sound bites from customers.

You then realize that it’s actually a series of one-liners strung together into one paragraph. I found myself reading one after the next, like each testimonial was pulling me into the next one.

A very cool spin on a page section that often looks the same across every website.

​→ See what Height.app's customers say, verbatim​

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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:

• ​Senior Product Marketing Manager @ Qdrant​
• ​Senior Product Marketing Manager @ ResQ​
• ​Senior Product Marketing Manager @ Offchain Labs​

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​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. ​Leave Room For Launch Inspiration - Sometimes, the best ideas hit you just before launch. I share one specific example and why you should be open to pivots and new ideas leading up to your launch.
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2. ​70 Free Copywriting Templates - Looking for copywriting inspiration? This one post from Alex Estner is packed with practical templates and examples you can use as fuel.
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3. ​ICP Marketing Done Right - Two years ago, 15% of Mutiny’s pipeline came from outbound. Now it’s 45% — all while overall pipe has grown significantly. Kyle Poyar explains why.
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What did you think of this week's edition?

Hit reply and let me know, or leave a quick testimonial. I'd love to hear from you!

See you next Wednesday!

Jason and Aubrey

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P.S.

I work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways I can help:
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• ​Get the PMM Jetpack - My premium library of Examples, Templates, and Playbooks essential for Founding PMMs.
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• ​Join the PMM Accelerator - A personalized coaching program to help you succeed as a founding PMM.
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​Jason and Aubrey​
​Say hi on LinkedIn!