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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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🚨 Reminder: The “State of the Founding/Solo PMM” survey
If you're a founding or solo PMM, here's your quick reminder to take the State of the Founding/Solo PMM survey.
This survey will answer many of the big questions PMMs like us often have — but never get to ask or answer. Topics like compensation, goal setting, priorities, measurement, tools, and more.
Over 100 PMMs have already submitted their answers and the results are super interesting. For example, over 2/3 of PMMs surveyed rely on either contractors or agencies. That’s honestly more than I expected.
The survey will take 3-5 minutes and as a thank-you for completing the survey in full, you’ll get the results before anyone else.
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Example #1 - Spotify’s Christmas Wrapping
Spotify struck holiday gold with this hilarious Mariah Carey billboard.
It's perfectly timed for two major growth moments: Christmas and the iconic year-end “Wrapped” campaign.
I love how it captures a key cultural moment while subtly showcasing how Spotify usage spikes—making you feel like you should be listening more, too.
It's a few years old, but a great piece of social proof.
→ Check out the awesome infographic
Example #2 - Making Platforms Easy to Understand
Platforms can combine lots of tools, so they’re often confusing to understand. Spellbook keeps it simple by breaking their platform into 5 clear jobs-to-be-done.
Even non-lawyers can quickly understand its value. It's simple and easy to follow.
No objections here.
→ See the magic in action
Example #3 - Whale of A Penny Drop
Technical products often need more than words to explain their value. A standout image can go a long way.
Whalesync’s animated “Penny Drop” image takes a complex concept and explains it in seconds.
Plain language and clear visuals — something every PMM can learn from.
→ Catch the image here 🎣
Example #4 - Klue’s Narrative Takes The Big Screen
Find 18 minutes and watch Klue’s short film, Klueless. It’s the best content marketing I’ve seen this year.
Two reasons it’s a standout:
- It does an awesome job explaining the problem that a CI professional (and Klue’s product) can help solve. It also addresses a real hurdle that many CI folks face, which is getting sales to work with them.
- It’s just good stuff! I mean, it’s really funny, keeps you engaged with a solid story, and actually makes you feel for the characters — all of which are members of the Klue team.
Overall, it’s a fun and entertaining way to bring awareness to a problem (and solution).
→ Watch the full short film
Example #5 - Book Launch Social Proof
Nitin Kartik’s book launch took over PMM LinkedIn with clever social proof tactics.
By enlisting the skilled PMMs he interviewed to help promote it, he built instant credibility and strong awareness.
Even if you don’t know Nitin, the caliber of contributors inspires confidence to buy.
A smart strategy. Both Nitin and the PMM experts benefit.
→ See Nitin's LinkedIn takeover
Never start from scratch again
Stop staring at a blank page. Get every resource you need for your next launch, campaign, or messaging project.
→ Get the PMM Jetpack
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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.
- Product + Marketing Alignment - Everyone talks about Sales + Marketing alignment, but what about Product and Marketing? Dave Gerhardt shares why Marketing should prioritize getting closer to Product.
- Reverse Your Trials - Interest in reverse trials is surging… for good reason. Kyle Poyar shows you why it’s time put the trial process in reverse.
- 5 AI Feature Launches with Interactive Demos - Need ideas for your AI feature launch? These five examples showcase awesome interactive demos used in AI launches this year.
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
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
Say hi on LinkedIn!