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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 - Social Proof that Drives Usage
Classy’s research hub is a cool example of social proof. It doesn’t just highlight the value of key features — it also educates customers with valuable ways to use them.
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Social proof often focuses solely on selling, but this approach goes further. By teaching customers how to use the product better, it helps them unlock more value. The result? more trust and more usage.
​→ Check out Classy's research hub​
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Example #2 - Best Deal on the Plane
Autopilot does an awesome job laying out the problem they solve and following it up with how they solve it.
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I love how they quantify the problem: “The average flyer overpays on flights by $500 per year.” It’s concrete, compelling, and makes me, as a consumer, want a solution.
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Their answer? The “lowest fare guarantee,” showing exactly how they help cut flight costs.
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It’s all done with simple language, concise copy, and visuals that make it easy to understand.
​→ Put your flights on Autopilot​
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Example #3 - A Fire Integrations Section
Most integrations sections you see on a homepage all look the same. But Firebolt took a different approach.
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Instead of a generic “we integrate with everything” or a dull list, they created a helpful diagram. It’s clear, visually engaging, and maps exactly how data flows between Firebolt and its different types of integrations.
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A perfect example of going the extra mile in an often-overlooked page section.
​→ Get fired up about integrations​
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Example #4 - How To Explain "Efficiency"
The word "efficiency" is thrown around a lot in B2B marketing. We generally know what it means, but it doesn't explain HOW a product specifically helps or WHAT the benefit actually is.
That's why I like this homepage section from Greenlite. Instead of saying their product will make investigators more efficient, they say:
"Greenlite handles L1 work that is slowing down your team"
They then highlight specific repetitive jobs that their AI will eliminate for financial crime investigators.
The benefit? Investigators can "focus on real risks and proactive compliance."
​→ See how Greenlite makes investigators more efficient​
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Example #5 - A Killer "Why Us" Page
I love everything about this “why buy us page”. It’s clear, funny, and totally engaging—perfectly capturing PostHog’s brand and voice. My favorite part? “PostHog just does the right thing.”
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It’s so authentically PostHog. More companies should take notes. This is how you nail a “why buy us” section.
​→ See why PostHog is a no-brainer​
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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:
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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.
- ​Become a Better PMM - Yi Lin Pei shares 5 small, practical steps to level up your product marketing game in 2025.
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- ​Think Beyond Product - Most PMMs focus only on the product, that's a mistake. Liam Moroney explains why investing in other areas of differentiation is crucial for winning deals.
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- ​State of the Interactive Demo 2025 - Interactive demos were on fire in 2024. Navattic’s latest report breaks down what the top 1% of builder are doing differently.
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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​
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