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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 - One Image Says It All
"Govern," "API keys," "secrets," "OAuth tokens," "NHIs," — that's enough technical language to make anyone dizzy.
Luckily, this hero includes a great "Penny Drop" image. A quick visual that helps explain a complex concept in seconds.
I have no idea how this product works, but I know what it does. That’s the test for a great "Penny Drop".
→ See Astrix's "Penny Drop" image
Example #2 - Tight Personas and Benefits
Need your buyer to understand how a product benefits not only them, but other stakeholders too?
Here's a great example from Loop and Tie's homepage.
This persona section explains how multiple audiences benefit from their platform: givers, receivers, and the world (ie. the environment).
So good, it’s already on my radar for Christmas next year!
→ Get looped into Loop and Tie's persona section
Example #3 - Bye, Bye Seat-Based Pricing 👋
Help Scout just made a bold change: they eliminated seat-based pricing. Why? Because it held them back from delivering great customer experiences.
Their new model, “contacts helped,” focuses on the number of unique people a team supports—prioritizing value over cost.
Here’s why it’s brilliant:
1️⃣ It aligns with their customer-first POV (see previous PMM Files post)
2️⃣ It sets them apart from competitors
3️⃣ It connects pricing to clear benefits for buyers and investors.
This is a real masterclass.
→ See Nick Francis' pricing post
Example #4 - Anchor Positioning
Want a cheat code for effective positioning?
Anchor on what people already know. Instead of trying to craft a brand-new mental frame, tap into one that’s already familiar.
It might feel risky to compare yourself to something else. But...it’s often the fastest, most effective way to make your message stick.
→ Check out Storm's anchor positioning
Example #5 - Movement As Medicine
This is a cool example of creating mental associations with your product and an idea.
ASICS leans into its history as the go-to shoe for movement, connecting the brand with the idea of “movement as medicine.”
Nike owns basketball. Adidas has soccer. Hoka dominates running. New Balance? Fashionable dads. What about ASICS?
It’s the choice for anyone ready to start moving and get healthier.
→ Tap into movement as medicine
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.
- Rule of 40 for PMMs - 2025 will be an important year for PMMs. Aubrey lays out how SaaS PMMs can refine their GTM strategies to anchor more on Rule of 40 outcomes.
- 5 Signs Your GTM Is Misaligned- Gab Bujold highlights five signs your GTM might be off-track, inspired by Robert Kaminski.
- Duolingo’s Growth Streak - Jackson Shuttleworth joins Lenny to unpack Duolingo’s secret growth sauce: Streaks.
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!