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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 - The Future is Still Customer-First
When everyone is hyping their AI-first positions, why not take the other side? Help Scout flips the script with the bold claim — The future is still customer-first.
It’s a direct aim at Intercom. They are fresh off their AI-first launch.
I love how they call out what everyone’s really thinking about AI: hype cycles, empty promises, and headlines void of substance.
→ See why Help Scout is doubling down on customers
Example #2 - How to Stop the Scroll
This social post from Wynter feels like it could be an ad. Good ads grab attention and stop the scroll.
It pairs a fun meme with clear messaging that makes the problem Wynter solves instantly obvious.
Proof that effective ads don’t need to be flashy. The real win is communicating your idea in seconds.
→ See Wynter’s "ad" post
Example #3 - Simple Explainer Video
This is a good example of buyer enablement for complex products. Paddle’s simple and clear explainer video breaks down the concept of a merchant of record without being complicated or flashy.
Featured in their website hero, the video ensures key buyer education is addressed upfront. If your product category isn’t widely known, this is an effective tactic to educate and engage.
→See Paddle’s buyer enablement
Example #4 - Fathom’s "How To"
“How-To” sections matter in a world where everyone claims to do the same thing. Fathom stands out with this clear and fluff-free, three-step walkthrough of their product.
This page pairs concise copy with sharp product images and a dash of humor.
To make things better, they anchor the page with strong positioning and differentiation right from the start.
→ Check out Fathom’s “How To” page
Example #5 - This Hero Tops The Podium
Podia’s hero packs a punch. In just 27 words, it tells you exactly what they do, who they’re for, and how many others use them.
This is a textbook example of a hard-hitting hero. Simple, compelling, and clear.
→ See how Podia tops the podium with their standout hero
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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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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- Public Hero Rewrite - Big companies get flak for messaging. Luuk Janssen took on the challenge to rewrite HubSpot’s hero, showcasing a clearer value prop.
- Give Sales Messaging Structure - Jon Itkin’s five-act B2B model ensures your sales story resonates every time.
- Product Naming Workshop Template - Need a great product name? Check out this Miroverse template. It guides you through an effective product naming process.
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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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