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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.

It's launch dayyy 🚀 Today is the official launch of the PMM Jetpack! To celebrate, I've created a very special "Launch Day Edition" where I share real tactics and examples from my launch. Once your done reading, if you want to help support the launch on LinkedIn, just click here. And if you're new, click here to learn more about the PMM Jetpack! Let's get to it...

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Example #1 - Making noise on LinkedIn 🤞

It wouldn’t be launch day without a launch post. I literally just hit publish 5 minutes ago!

I tried to include a few key ingredients that I feel make for a strong launch post:

• A clear product description
• Who it’s for
• The problem it solves
• Why it’s better than alternatives
• The benefits it delivers

I also wanted to tell a bit of my story and explain why I’m even qualified to make this type of product.

​→ Check out my launch post, and if you have an extra second leave a comment and let me know what you think!

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Example #2 - A clear and compelling hero

When creating our landing page, we wanted to make sure our hero was extremely clear. Clear on what the product was, who it was for, and how it would help them. We also wanted to drive action.

If I was creating this hero for a client, I can hear them saying “can we reduce the copy,” but luckily we were creating this for ourselves 😉 

We sacrificed brevity for clarity and so far, based on feedback, that’s exactly what we’ve accomplished.

​→ See it for yourself — how did we do?

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Example #3 - Letting PMMs get behind the wheel

Our interactive demo is a big part of this launch. Over the last two days alone, over 600 PMMs were able to step inside the Jetpack and get a feel for what it'll be like to actually use — before buying.

In every email to our waitlist or newsletter, the link to "take a tour" is right there next to "sign up now." Same goes for our landing page.

And with Navattic we can create dedicated links for our emails and get notified whenever someone views them. It's awesome to see a demo notification come through, followed right after by a purchase confirmation.

It makes for a messy inbox, but it's super motivating to see, which goes a long way during launch week.

​→ Take a tour of the PMM Jetpack​

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Example #4 - Offering value instead of just selling

Email is a major channel for this launch. We have the newsletter list of 4000+ subscribers, plus a waitlist of a ~200 people (in hindsight I should have put more time into building the waitlist and keeping it engaged)

We didn't want to spam our audience every day with the same “buy now” message. We wanted to offer them something of value.

Here's an example: In one email I shared a video walkthrough of my Launch Playbook Template and gave subscribers free access leading up to the launch. This also gave them a taste of what to expect when they purchased the product.

​→ See this exact email in our launch sequence​

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Example #5 - Pulling back the curtain

One thing I’ve committed to doing more with this launch, and with marketing the jetpack going forward, is building in public. After all, my audience is PMMs who can learn from watching me “launch out loud.”

So, leading up to this launch I decided to share my actual launch plan on LinkedIn. Not only did the post do extremely well, but it drove over 100 new newsletter subscribers.

It also allowed me to show off one of the templates that would be available in the Jetpack.

​→ Check out my launch plan post!​

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Never start from scratch again Stop staring at a blank page. Get every resource you need for your next launch, campaign, or messaging project. ​→ Get the PMM Jetpack​

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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 @ Next Level Impact​
• ​Product Marketing Manager @ MagicSchool AI​
• ​Product Marketing Manager @ Pulumi​

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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. ​4 Awesome Paid Social Ad Templates – Paid social is powerful, but you need precision to maximize ROI. Jonathan Bland shares 4 ad templates to highlight your product’s value.
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2. ​3 Things Great B2B Marketers Do – Jade Tambini shares three practical tips for marketers aiming to elevate their role and be seen as strategic business partners.
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3. ​Who PMM Actually Impacts – Drew Leahy argues Product Marketing primarily influences in-market buyers. Check out his spicy take on PMM’s true role and brand marketing crossover.

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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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• ​Get the PMM Jetpack - my premium library of Examples, Templates, and Playbooks essential for Founding PMMs.​
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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!