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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 - Odin To The Rescue
I’m seeing more candid, “office-style” product videos, and I’m here for it.
In this video, Odin, HockStack’s AI marketing analyst, saves Lilly from her boss’ last-minute request for the board.
Two weeks of work, done in an hour.
Great storytelling, a dash of humor, and some genuine internal acting. Plus the LinkedIn post the video is from? Just as hilarious and playful. Keep these coming!
→ See Oden get the job done
Example #2 - No Fluff “How-To’s”
Short and practical “how-to’s” are a great way to showcase product use cases and value. Here's an example from Wynter's founder.
Peep tackles a common marketing problem — finding your ICP. But he doesn't try to say that Wynter solves the entire problem for you. His post walks through a practical step-by-step process with Wynter only entering the picture in step 5.
The reason the post did so well was that the content was actually valuable to marketers trying find their ICP. It works well for Wynter because it makes their product a key part of the process.
→ See Peep's advice for finding your ICP
Example #3 - How Serif Works
Serif nails the “how it works” section.
It starts with a gif that clearly shows their most impressive capability. The fact that every morning, any email that needs a response will automatically be drafted in your inbox.
It then follows up with two simple visuals that help you understand how Serif weeds out the noise and shows you what's relevant.
Just 84 words and simple visuals make it crystal clear what it’s like to work with their AI assistant.
→ See how Serif works
Example #4 - Cold Hard Proof
It’s natural to be skeptical of ROI stats and proof points. That’s why Substra’s approach is so refreshing.
Instead of just showing the results customers achieve, they highlight the source and sample size, adding credibility and earning trust.
I’ve never seen a vendor do this before.
→ Check out Substra's Proof
Example #5 - Market Like an Influencer
Features don’t need to be NEW to give them airtime.
Two things I love about this video from Motion:
- It feels like influencer marketing. It's not a boring company that's "excited to launch a new feature." Instead, it feels like a real marketer that stumbled upon an awesome feature and can't wait to share it.
- It's evergreen. The video promotes their Creative Highlight feature, but doesn't give it an expiry date by calling it new or referencing it as "just launched."
I think you're going to see more of this in 2025. Or at least you should.
→ See Motion's influencer-style video
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 ↗️
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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- Second Time Founder Wisdom - First-time founders can be tricky. Nikunj Kothari shares how second-time founders think differently, so you can help your founder make more seasoned decisions.
- Marketing Leadership Skills for the Next 5 Years - Kieran Flanagan outlines 9 must-have skills for marketers to master in the next 5 years.
- Don’t Sell the Roadmap - Some buyers fixate on roadmaps instead of assessing the product today. Mitchell Tan explains why selling the roadmap is counterproductive and why buyers and founders should focus on the now.
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
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