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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
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Example #1 - Pricing in Lattes
Great software or a latte — what would you choose?
Kondo’s clever pricing approach anchors its cost relative to a latte, and it’s brilliant.
We all know lattes are getting pricey, but Kondo makes it clear: if you can afford a few, you can afford their product.
→ See Kondo’s pricing page
Example #2 - The 1-Minute Explainer
This energetic video from Miro showcases their new "Intelligent Canvas" in just one minute.
It not only explains their new AI-powered canvas, but walks you through a number of practical use cases.
The perfect, quick introduction to a product page that takes you deeper into each specific capability.
→ See Miro’s Intelligent Canvas in action
Example #3 - Allow Zoom To Reintroduce Itself
Zoom just unveiled their new positioning. They dropped 'video' from their name and are focusing on all things communications.
Will this strategic bet pay off? Who knows. One thing's for sure — it's a very public example of a large enterprise tackling a major repositioning.
Delivered directly by the Founder, the narrative connects Zoom’s history as a video communications leader to its ambitious future as an AI-first platform for human connection.
→ Zoom through the new positioning here
Example #4 - The Problem With Spreadsheets
This is a perfect example of a homepage problem section. It’s clear, concise, and visual. Three problem statements slapped right on top of the manual alternative Opine's product replaces.
Sections like these are becoming more common on SaaS homepages. A go-to section for homepage messaging experts like Fletch PMM (who worked on this exact page). They instantly show potential customers you understand their challenges.
→ Check out Opine’s problem section here
Example #5 - A Not Boring Newsletter Ad
Newsletters are becoming a real acquisition channel for SaaS — but what makes a good newsletter ad? This Tegus ad in Packy McCormack’s Not Boring newsletter is a great example.
It explains, with no-nonsense, how Packy uses Tegus to write his content. While it lacks images, the ad uses plain language to explain practical use cases, benefits, and differentiators.
Readers can imagine themselves using Tegus, just like Packy.
→ See Tegus’ Not Boring ad
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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:
Find More Founding PMM Jobs ↗️
3 More Things
Three articles, posts, or tools you should add to your swipe file.
- $100M Product Growth Frameworks - Are you too focused on product-market fit? Brian Balfour’s blog broadens your thinking to avoid gaps that stall growth.
- CFOs Kill Deals - No matter your economic buyer, selling to the CFO is crucial. This article offers practical tactics for winning over the finance head honcho.
- The Fallacy of Freemium - Freemium is often seen as essential for PLG. Equals thought so too—until they discovered they were wrong.
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See you next Wednesday!
Jason and Aubrey
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:
Jason and Aubrey
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