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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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Want to increase conversions across your PLG funnel with interactive demos and in-app guides?
UserGuiding and Navattic are hosting a webinar next Thursday breaking down the PLG funnel and how to activate users at every stage.
โโ Learn more and registerโ
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Example #1 - Have Your Buyer Give The Demo
Quartr just pulled off an awesome product demo, given by their actual target buyer.
What Are Your Thoughts is a popular financial podcast. In their latest episode, the hosts naturally work Quartr into the conversation and show how it explains the movement of a particular stock. No forced promotion, just a real use case in action.
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The best part is the closing line: โItโs like having an analyst sitting right in front of you.โ ๐จโ๐ณ๐
โโ See how Josh and Michael demo Quartrโ
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Example #2 - You Donโt Need a Launch To Talk About Your Product
You donโt need a launch to showcase your product. A timely trend or major event could be a great opportunity.
Samsara did this brilliantly. They used the Super Bowl as a hook for a clever campaign that gets buyers to take their interactive product demo.
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Itโs a smart example of how to create a product-focused campaign around something other than a new feature.
โโ Go on the road wih Samaraโ
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Example #3 - Clay's NOT for everyone
Great positioning makes it crystal clear who your product is for โ and who itโs not.
This video from Will Aiken flips a common objection that Clay is "hard to use" into a strength, reinforcing its ICP.
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Clay isnโt for the 'Chad, Brad, or Thad' looking for something easy. Itโs for the RevOps professional or GTM engineer with the technical chops to work magic and make everyoneโs lives easier.
โโ See who Clay is forโ
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Example #4 - Clarity Always Wins
Simple how it works sections are very powerful. If you can break down your product into three clear steps, youโre doing it right. Even better if you can grasp them all without having to scroll.
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Check out this example from Taboola โ it's simple, clear, and easy to grasp. Just three steps.
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A great reminder clarity always wins.
โโ See how Taboola worksโ
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Example #5 - Linking Use Cases To Social Proof
Use cases and social proof are a strong 1-2 punch, but few companies connect them well.
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Panax does a great job. They define a use case, link it to a specific customer case study, and go deep on how Panax solved their problem.
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That flows makes a lot of sense. Much more guided than just dropping customers into a library of case studies that may not be relevant to their use case.
โโ Check out Panax's use cases and social proofโ
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Where should product-led onboarding start โ before or after signup? ๐ค
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Are you wanting to improve your PLG funnel with interactive demos and in-app guides? Join Joud, Natalie, and Raman as they break down the PLG funnel and tell you how to activate users at every stage.
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Learn the difference between interactive demos and in-app guides, backed by insights from Navatticโs State of the Interactive Product Demo 2025 report and UserGuidingโs Product Adoption Trends 2025 report.
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๐ง Youโll Learn:
- How to use demos to drive signups
- Best practices for in-app guides to boost retention
- Key trends shaping product-led onboarding
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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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โFind More Founding PMM Jobs โ๏ธโ
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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- โWhat PMs and Builders Miss About Go-To-Market - Looking for something useful to share with your PM? Jason and Aakash Gupta break down how PMs can level up their GTM game.
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- โWhen to Invest in Paid Marketing โ Feeling the pressure to add paid marketing to your channel mix? Elena Veraโs framework will help you make better decisions about when to invest.
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- โMake a Simple Launch Presentation Fast - In a pinch and need to create a launch presentation fast? Logan Hendricksonโs quick but effective framework will help you get the job done.
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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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- โGet the PMM Jetpack - My premium library of Examples, Templates, and Playbooks essential for Founding PMMs.
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- โJoin the PMM Accelerator - A personalized coaching program to help you succeed as a founding PMM.
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โJason and Aubreyโ
โSay hi on LinkedIn!