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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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Example #1 - Making The Most of Competitor Blunders​

When your competition falters, how do you seize the moment?

Brex, the Spend Management platform, went old-school and launched a smart ad campaign when a rival hit a snag during a crucial time of the year.

Painting Brex as the easier, more reliable alternative.

Bonus points for how fast they pulled this off!

​→ See how Brex made the most of their competitor’s slip-up!​

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Example #2 - Tapping Into Shortcuts​

This is a first.

A SaaS company building a physical product to enhance one of their differentiating features.

Figma partnered up with Work Louder, a maker of custom modular keywords, to create the Figma Creator Micro Keyboard.

A custom keyboard built specifically for Figma’s keyboard shortcuts.

Designers love how fast and easy it is to create in Figma using their handy keyboard shortcuts.

For examples, click ^C to activate the color picker.

Now, this keyboard makes it even easier, and more fun.

​→ See how Figma taps into shortcuts​

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Example #3 - Crystal Clear Messaging​

Ever read a company’s hero and think, ‘What on earth do they do?’

At first glance, you might expect that from Climate X.

I mean, what is Global Climate Risk Analytics?

You might expect jargon-y copy selling some future vision of saving the climate.

But instead, they provide a crystal clear description of their product.

A little long, but clarity often beats brevity.

​→ Check out Climate X’s masterful hero in action​

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Example #4 - Buttery Smooth Positioning​

Many pro writers despise working in Google Docs.

And ButterDocs is here to save them.

Their homepage does a fantastic job of positioning Google Docs as “chaotic.”

While they’re the alternative that helps serious writers unlock their creativity and efficiency.

I especially love how each capability section not only highlights their product, but also the “chaos avoided” by not using Google Docs.

​→ See what buttery smooth positioning looks like​

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Example #5 - A Picture Worth a Thousand Words​

Selling a complex platform? An architecture diagram can help connect the dots.

Check Point uses a simple visual on it’s website to quickly explain their complex offering.

Buyers can grasp what it does and where each product fits.

Despite some buzzwords, the diagram clearly outlines the key aspects of the platform, complemented by supporting copy below.

​→ See how Check Point communicates with visuals​

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Want more examples? Sharpen your skills and get inspired with 100s of practical product marketing examples, FREE. ​→ Go to PMMFiles.com​

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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 @ Platter​
• ​Senior Product Marketing Manager @ MyFitnessPal​
• ​Product Marketing Manager @ Plain​

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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. ​Position Practically - Positioning can induce anxiety, but it's crucial for winning deals. Jess Petrella shares a practical positioning framework for PMMs to more effectively align their GTM engine.
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2. ​How Notion AI’s Waitlist got to 1M - Go-to-market journeys are full of twists, turns, successes and failures. Rachel Hemworth, CMO of Notion, breaks down 4 lessons from their AI launch that all PMMs can learn from.
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3. ​The Journey-Led Homepage - Jochem van der Veer, CEO of TheyDo, breaks down their new homepage designed completely around the customer journey. It converts at 7.5% — get the template here.

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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

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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 Productivity Hub - My complete operating system for founding PMMs, built on Notion.
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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!