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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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Last chance to register for Ready For Launch!
If you're looking for more confidence and a proven playbook for product launches, our last cohort of the year starts this Thursday!
In this 4-week course Tamara Grominsky, Andy McCotter-Bicknell, and I will share the tools, processes, and frameworks we've used to run successful launches at companies like ClickUp, Unbounce, Klue, Kajabi, Chili Piper, and more.
Not to mention, the chance to connect with other talented PMMs and build your network.
ββ Check out the full syllabus and register before tomorrow!β
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Example #1 - Help Customers Imagine Using Your Product
Its one thing to show buyers a testimonial. But can you help them imagine using your product?
This social proof section on Sidebar's website does a great job highlighting their best-fit customers. But instead of generic profile pictures, they show a real video of these users on an actual peer coaching session.
You really get a sense of what it's like using their service.
ββ See people using Sidebarβ
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Example #2 - Equals Lets Customers Do The Talking
Sometimes, less is more.
With only four words, Equals gets to the heart of why customers love them. They then let customers tell the rest of the story.
There are 100 words in this section explaining their differentiators β 96 are written by customers.
ββ See why startups adore equalsβ
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Example #3 - How Circleback Works
Not enough companies clearly explain how their product works on their website.
It doesn't take much. Here's a great example from Circleback.
Their βHow it worksβ section gives buyers a step-by-step breakdown of how their solution works in practice.
ββ See how Circleback worksβ
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Example #4 - Founder-Driven Storytelling
You donβt need a long case study or signed-off quotes to drive your narrative and show your impact.
This customer story from Jason Smith is quick, authentic, and does a great job celebrating the success of a customer while at the same time reinforcing what makes Klue special.
ββ Pull up a seat, let Jason tell you a storyβ
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Example #5 - How Mixpanel Turns Data Into Decisions
A lot of products say they can help you make better decisions. Not many actually show you how.
Mixpanel uses this interactive graphic on their homepage to show the step-by-step process of how their product takes you from idea, to decision, to impact.
ββ See how Mixpanel turns data into decisionsβ
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Want more examples?
Sharpen your skills and get inspired with 100s of practical product marketing examples, FREE.
ββ Go to PMMFiles.comβ
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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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βFind More Founding PMM Jobs βοΈβ
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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- βFreemium, Free Trial, or Neither? - Kyle Poyar shares his analysis on what converts better: free trial, freemium, or reverse trial. Product funnel data is rarely this clear-cut.
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- βA positioning problem is an EXPENSIVE problem - Arguably the most expensive problem. Jenna Alburger tells us why.
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- βCEOs selling ahead of the roadmap - Donβt freak out the next time you see your CEO selling ahead of the roadmap. Take a breath and listen to Greg Shoveβs advice instead.
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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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βJason and Aubreyβ
βSay hi on LinkedIn!