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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 - See Behind This $34K Course Launch
It's hard keeping your launch top of mind after a few days, let alone a few weeks. Most launches fizzle out, but there are ways to keep them relevant.
Here's one technique from Shlomo Grechin. He gives you a look behind the scenes of his launch, breaking down what worked and what didn’t.
It’s not just solid post-launch content — it adds real value to his audience who may want to replicate his success.
​→ Check out Shlomo’s launch breakdown​
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Example #2 - Winning Competitive Ads
I don't get why so many marketers avoid competitive ads. They’re perfect for clearly communicating your positioning, especially if you’re challenging an established product.
PostHog’s LinkedIn ad strategy is a great example.
They focus on one key differentiator and use micro comparison charts to drive their point home.
​→ Check out PostHog’s competitive ad inventory​
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Example #3 - Founder-Led Product Overview
I love seeing Founders front and center, sharing their product through videos and demos.
While I'm partial to using interactive demos, I still think there is a place for authentic videos that help tell a story. Tines strikes a good balance, hitting key technical points while explaining why it matters.
My advice to Tines: Try pairing video storytelling with interactive demos. Use a video to explain the "why," then let the user experience the "how."
​→ Check out Tines’ product overview​
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Example #4 - Interactive Demos Replace Static Images
Why use a feature image when you can embed an interactive demo?
Here's a great example from Aquant. They use quick demos in the use case section on their homepage.
In seconds, buyers can see how Service Copilot can be used to address their specific needs. Very slick and way more compelling than a static image.
​→ See Aquant’s Copilot in action​
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Example #5 - Make Your Own Holiday
Looking for a killer campaign idea? Create a week-long holiday around your product’s value.
That’s what Superhuman did. They help you hit inbox zero. What better thing to celebrate?
It’s smart. It drives acquisition, boosts retention, and sparks upsells. Plus, you can run it every year.
​→ See Superhuman’s super campaign in action​
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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:
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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.
- ​Make a Great Pricing Page – Want to level up your pricing page? Elena Verna shares her POV on what makes a pricing page effective.
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- ​Why You Lose Deals – Klue Labs analyzed 3,400+ buyer interviews to uncover the real reasons deals fall through. The results may surprise you.
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- ​Don’t Plan Alone – Strategic planning that sticks isn’t done in a vacuum. Tamara Grominsky shares a collaborative approach and template for engaging stakeholders to create actionable plans.
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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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​Jason and Aubrey​
​Say hi on LinkedIn!