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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...

Supported By: The PMM Jetpack This 4,627 word playbook with examples, wireframes, and ready-to-use templates is part of my premium resource library for founding and solo PMMs. ​→ Join the Jetpack​

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Example #1 - Selling Investors vs Buyers

Too many companies try to craft messaging that appeals to investors and buyers at the same time. The result usually falls flat with both audiences.
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Tome found a great fix. They keep this messaging separate! The homepage is used to speak directly to customers while a dedicated “Vision” page is for investors and employees.
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What a simple, effective way to balance ambition with clarity.
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Thanks to Rob Kaminsky for finding this one!

​→ See how Tome sells to buyers and investors​

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Example #2 - Competitive Positioning Masterclass

This is an absolute competitive positioning masterclass.

What I love most about this is how Adam complements Clay into a corner and makes a clear case for why Keyplay is the better choice for finding your ICP.
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It’s an awesome way to talk about competition.
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To close, Adam shares a POV on where the market is headed and how Keyplay fits alongside Clay in the CMO stack.

​→ See Adam's killer positioning post ​

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Example #3 - Call Out The Incumbent

When you're up against an entrenched competitor, don’t ignore it. Call it out and prove why you’re better.
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Equals does this brilliantly by addressing the big elephant in the room: Everyone already has a spreadsheet. Then, they dive deep into why they stand out.
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Equals don’t just claim to be better; they make a clear and compelling case for why switching is worth it.

​→ Check out Equals vs spreadsheets ​

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Example #4 - Be A "How it Works" Wizz

The “How To” section of your homepage should be clear, simple, and get to the point fast.
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That’s exactly what DataWizz does. It lays out a straightforward, linear progression of steps to showcase exactly how the product works.
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No flashy images, no fluff, just clarity.

​→ See the wizzing "how to" ​

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Example #5 - Original Use Cases

Check out this original way to show product use cases. All six are introduced front and center in the homepage hero.

When you click on one, the use case section below starts with a simple question you might hear from a user. Something this product can help answer.
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It’s a smart way to get to the heart of how a product addresses a real use case.

​→ See Causal's awesome use cases​

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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:

• ​Product Marketing Manager @ Sycle​
• ​Product Marketing Manager @ ElastiFlow​
• ​Product Marketing @ Swapcard​

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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.

1. ​Make Events Part of Your GTM - Most PMMs don’t run events, but they should pay attention to how powerful they can be. Mark Huber breaks down what makes events unforgettable so you can use them in your GTM strategy.
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2. ​Six Questions Your Website Must Answer – Alex Estner breaks down what every visitor needs to know when they land on your site so you can cut the fluff and make your messaging land.
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3. ​How to Win as an Unknown - Being the new player isn’t a death sentence. You just need a different strategy. Samantha Leal, outlines how unknowns can break into deals and compete with incumbents, inspired by Peep Laja’s research.
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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​
​Say hi on LinkedIn!