PPMM Database

Transform logos into powerful testimonials.

Most logo bars are pretty straightforward. You see dozens of em' every day. But Clay is doing something different. Hover over any of the specially marked logos and you'll see a testimonial pop up. Many of the logos map to a very specific persona and use case — from scaling SDRs, to automating enrichment, to driving outbound. They essentially turned their logo bar into a wall of mini case studies and testimonials.

Uncover hidden debts and take control today.

Debtfindr nails product/solution framing on their homepage, starting with a powerful hook: “Millions of Americans have debts they don’t know about.”Right away, you’re asking yourself: Am I one of them?  Then comes the solution: "Debtfindr helps you Discover, Negotiate, and Resolve your debt." This is a great example of introducing buyers to a problem they might not know they have.

Bridging finance with seamless money movement.

HIFI’s penny drop image makes a complex concept instantly clear — moving money across banks, stable coins, and traditional finance. Old rails on one side. Modern use cases on the other. HIFI’s API bridging the gap. It makes the product’s value clear without needing many words. And for data-heavy products, this goes a long way.

Nail the basics to stand out clearly.

This hero nails the basics and that’s exactly why it works. It’s specific, jargon-free, clear on use cases, and tells you everything you need to know about Sandbar. Sometimes, just getting the fundamentals right is what makes you stand out.

Communicate clearly, engage effectively, convert confidently.

A great hero should clearly communicate: • What a product is • How it works • What main benefit it delivers Lynq nails all three. And finishes it off with a strong CTA that even includes pricing (nice touch ).

Explain complex products in simple terms.

Unlearn does a great job explaining a complex product — AI-powered digital twins for clinical trials — in plain language. Even for someone in the industry, this can be a complicated concept to grasp. But their homepage breaks it down clearly, with helpful visuals and no jargon. You don’t need a PhD to get what they do. If your product is hard to explain, take a page from Unlearn: Talk like you’re explaining it to a 7th grader.

Add a zero for clear pricing wins.

Maybe’s pricing page doesn’t leave you guessing. It’s simple, clear, and cleverly framed. The best part? The annual plan is exactly 10x the monthly. One added zero, and the two-month discount is obvious at a glance. Bonus points: the monthly plan is pre-selected, showing Maybe understands customers value flexibility while still making the upgrade feel like an easy win.

Streamline your meetings with AI-powered assistance.

Fellow uses rotating hero images to show it's product in the context of three primary jobs to be done. • Pre meeting planning and collaboration • In meeting transcription and note taking • Post meeting summary and analysis It's easy to see how their AI Assistant can help streamline all three jobs associated with meetings.

Insurance redefined with instant service and heart.

Lemonade’s hero takes a tired category (insurance) and flips it on its head. It says what makes them different, without relying on tired clichés like “we’re transforming the industry." The description copy then hits you with three differentiating features. Instant everything, incredible prices, big heart. Not things you’d expect from a typical insurance company. Right away you: • Know what the product is • Why it's different • Want to learn more

Track Walmart shopper baskets for powerful insights.

Here's a great example of using customer evidence in your H1. YipitData uses a rotating hero that describes specific use cases for their product. But instead of just saying "Yipit Data tracks shopper basket composition over time". They say "YipitData tracks Walmart shopper basket composition over time.". A small difference — just one word. But a major impact in terms of proof, credibility, and trust.

Simplify your AI training journey with clarity.

Not all product features are intuitive. Sometimes you need to walk users through the process of using it. Ada’s “how it works” section does a great job laying out the user journey for training its AI agent and what to expect when you dive in. The flow is simple and linear. Each step is easy to follow. The copy and visuals explain what’s happening and why it matters. If you’re looking to simplify a complex, multi-step product experience, this is a structure worth borrowing.

Training made seamless for deskless teams.

Love this hero section from Bounti’s homepage. It clearly communicates what the product is, who it’s for, and why it’s different — all in a few lines.The H1 and H2 leave no questions: This is a training and operations platform built for "deskless teams"  And the visuals help reinforce the message. Some show the product, some show users in action. You quickly get why Bounti might be something users actually enjoy using.

Proven performance for the world's largest companies.

When you're selling to the biggest companies on the planet — proving that you're built for scale means a lot.Ahrefs doesn’t just say they handle big data. They have the receipts to prove it  Their "Our data" page (yes a full page) tells a clear story of scale and control while pairing it with seriously big and specific proof: 1M CPU cores, 742PB of SSD, and $900M saved by building in-house, just to highlight a few. These aren’t vague claims. They’re hard numbers that land. And for champions that need to convince their boss that a vendor can handle their size — this is a killer piece of buyer enablement content that makes life super easy.

Empowering sales teams with AI, not replacing them.

Salesforge tackles a growing source of FUD around AI agents: “Will this help me, or actually take my job.” In the case of sales agents, that's becoming a big concern. With a quick scroll, this section outlines exactly which low-value, time-consuming tasks Agent Frank takes off your reps' plate. It doesn't take long to see that Agent Frank actually does your sales team a favor, not take their job. What's left? The stuff humans do best: Building and closing pipeline.

Prove it with interactive demos that build trust.

If a product claims it can conduct interviews for me — you better believe I'm going to be skeptical. Which is why it's so important for platforms like ListenLabs to provide PROOF. They highlight various use cases for their product and give you two ways to see it in action. 1. You can see an Example Report, showing you the type of output you can expert from their interviews 2. You can Try It and see what the experience feels like from the interviewee's perspective This is the type of interactive demo that buyers need, especially for products that attract skepticism.

Explore products your way with Close's demo center.

Close just launched one of the best demo centers I've ever seen. Right away, you're hit with a stunning construction theme that stays consistent throughout. But the best part? It gives buyers multiple ways to explore the product — based on exactly what they care about. • New to Close? Start with a high-level overview. • Want a role-specific view? Take a persona-based demo. • Curious about a specific feature? Take a short demo, organized by capability. Close does offer a free trial, but it requires some upfront time investment to see the true value. This type of self-serve experience allows buyers to get behind the wheel, see the value right away, and speed up the purchase process.

Sync your apps effortlessly with interactive updates.

Whalesync’s hero image is a clever mix of a “how it works” explainer and micro-demo in one. How does their platform work in a nutshell? “Update your website, CRM, or app from a spreadsheet.”ex. Make a change in Airtable, and watch it instantly sync to Webflow.  But to make this even clearer, they've made their hero image interactive. You can actually update the table in Airtable and see it change instantly in Webflow. Very cool.

See the differences clearly with smart comparisons.

Most comparisons are built around giant feature tables. It’s a common way to evaluate products — but they often lack context and make real differences hard to see. Bucket takes a smarter approach in its page against LaunchDarkly. It focuses on a few sharp, specific use cases, explains the differences clearly, and backs it up with solid visuals. The page isn’t perfect, but the clarity created by the text and images stands out.

One solution to simplify your business life.

Here’s a great example of how to show the value of a single, consolidated solution vs. multiple tools. If that’s your pitch, you need to show what buyers are leaving behind and how much simpler life gets post-consolidation. Outseta’s old way / new way section does this extremely well. What really stands out? Repeating the word “one” to drive the message home.

Engage every visitor with tailored homepage experiences.

It's not easy speaking to multiple personas on one homepage. Here's some inspiration from Jasper. Below their homepage hero, they have a section that touches on the value prop and possible use cases for each persona. Want to dive deeper? Click through to a landing page that's focused on your role! Bonus points: When I landed on the page, I got served the Product Marketer persona first. Not sure if that was a fluke, but if they personalized the experience for me, that's pretty awesome.

Educate buyers to choose the right category.

Don't you hate it when buyers lump you into the wrong category?  How do you fix it? This is a great approach from Hellotime, who use this section on their website to educate buyers on the difference between Resource Planning and Project Management. You immediately see how Resource Planning solves different problems. The question is not "should I choose resource planning over project management?" It’s actually about how they fit together.

Manage your relationships across multiple platforms seamlessly.

Folk leaves no doubt about who their product is built for — If you’re running a business on WhatsApp, it sounds like the CRM for you. But it's not just for WhatsApp. It’s the CRM for LinkedIn, Gmail, and Outlook too. With dedicated integration pages for each platform, Folk can speak directly to businesses that rely on specific platforms for managing relationships. They can then capitalize on multiple ICPs looking to solve the problem of "I wish I had a better way to manage my relationships on [insert platform]”

Clear steps to boost buyer confidence.

What's the purpose of a "how it works" section? It's a FUD remover. A good HIW section gives buyers more confidence around how your product will deliver on your value prop. And despite what you might think — they don't need to be flashy. Just clear. Take this example from Portal. It clearly shows freelancers how they’ll go from proposal to getting paid in just five steps. By the end, there’s no confusion. You know exactly what you’re getting and how it works.

Transform complexity into clarity with visuals.

Tracworx’s penny drop image turns the complexities of asset management software into a clear, simple visual. You immediately grasp how the product works through a series of visuals highlighting popular use cases. My favorite part? The animated “notifications” that make it feel like you’re seeing the software in action.

Embrace change and pivot with confidence.

This is an interesting spin on a waitlist page. Otter is actually taking down their current site and announcing a pivot in their company. Instead of shying away from a failure, Helen (their CEO) is addressing it head on and introducing us to their new direction. They've listened to customers, decided to pivot, and are welcoming us to get on board with their new direction. There's a realness here that I appreciate as a buyer, and respect as a business owner.

Make complex ideas clear with simple visuals.

Try explaining an "Event Gateway" to someone. It's not easy. Hookdeck takes the abstract idea and makes it understandable with simple dataflow visuals. Each image maps out a specific use case, showing exactly what the product does and where it fits. Even if you don’t know how to define “Event Gateway,” you walk away knowing how it works and where it’s most useful.

Solve problems, deliver outcomes that matter.

This is a great example of how to do messaging in a new product category. Focus on what the customer cares about: The problem you solve and the outcome you deliver. Most marketers and founders default to focusing on their new category. Naming the new thing that buyers don't understand or use in their vocabulary. They're "trying to make fetch happen". Instead, Profound focuses on the use case: “Get your brand mentioned by [insert AI here].” I have no idea what product category they fall into — but I don't think that matters. I still know exactly what it will do for me.

Find your perfect fit with proven solutions.

If your product is used across a broad range of use cases, personas, and industries — take a look at this Solutions drop-down from Beehiiv. It clearly lays out their product pages by use case, persona, and industry, making it easy to find a relevant page. But on top of that, they feature relevant social proof right in the nav. They tee up some of their best case studies relevant to specific use cases, personas, and industries. No matter who you are, it’s easy to see how Beehiiv could fit your needs with proof to back it up.

Clear pricing insights that buyers can trust.

As product marketers, we think about pricing all the time, so what’s obvious to us can be confusing for customers. Plumb solves this with smart tooltips that explain potentially confusing pricing levers, right on the pricing page. It reduces friction, speeds up pipeline, and shows you’re thinking like a buyer.

Be specific to build trust fast.

Being specific about the value you bring is one of the fastest ways to build trust. Saying something happens in “seconds” is fine. But saying it takes “47 seconds”? That’s believable. That’s why I love Amie's homepage. They’re super specific about: • What the product does • How many users are using it at big name accounts • How quickly you’ll see results It’s hard not to believe the pitch when the details are this specific.

Build trust through transparency in hiring developers.

When you’re selling a high-trust purchase like developer talent, removing FUD is critical. Lemon.io lays out every step of their developer vetting process as a form of buyer enablement. It helps potential buyers feel confident they’ll get a developer who can actually deliver. You can see exactly how candidates are selected. By showing the process, you feel like you're part of it. That transparency builds real trust.

Showcase real results with customer examples.

If people use your product to generate some sort of output, you need to show REAL EXAMPLES of that output. Shopify shows you real examples of stores built on their platform. Webflow shows you real websites. Canva shows you real designs. We call these showcase pages. Here’s a great example from UserEvidence. Their “Customer Examples” page shows real examples of customer evidence collected and shared using their platform. Not only can I see proof that companies like mine use their product, I can actually see specific use cases where they’ve used it to create content. It’s easy to picture those proof points with my logo on them 🤩

Proven testimonials that tackle your toughest objections.

UserEvidence uses targeted testimonials and proof points to proactively address one of their biggest competitive objections: data migration. It's easy to get lazy on comparison pages and include vague testimonials from happy customers who simply love your product. But if you know that competitive deals come down to one or two key differentiators or objections — focus on those things. Find customer evidence that addresses those things directly and have your customers do the competitive work for you.

Show your edge in a single striking visual.

Here’s a challenge: Try to show your differentiation in a simple diagram or infographic. Like this example from Ecomflow. They use this visual on their site to help buyers understand the difference between them and traditional fulfillment. Right away, I can follow along the journey of a product being ready in my factory, to arriving on a customer’s doorstep. The old way takes 60 Days — Ecomflow takes 45% less. They also keep repeating the fact that traditional fulfillment requires an average of 7 stops, compared to only 1 with them. A simple message that sticks.

Find your perfect project management fit with Basecamp.

I love Basecamp for genius ideas like this. They compete against a lot of big players in the project management space, with big budgets and lots of impressive features. But they find time and time again that customers eventually make their way to Basecamp. This landing page is a creative form of social proof that shows the real journeys customers went through before finding Basecamp — complete with proof points and testimonials that explain why the other platforms were “underwhelming stops” along the way. For a buyer who has tried multiple different tools, I could see this giving them confidence that this time, it'll be different.

Transform chaos into clarity with our solution.

This product hero doubles as a powerful before-and-after shot. It starts with the status quo of crypto payments; messy spreadsheets, endless browser tabs, total chaos. Slide it over, and you get a clear, organized view of the product in action. A smart, visual way to say: “We get your pain and here’s what life looks like without it.”

Respond fast when your product breaks

What sticks out most about this homepage is how simple and clear their messaging is. A clever H1 helps me understand the problem they solve right away → how to respond fast when things break in your product. But they also make their product capabilities super clear. The description of “The all-in-one AI platform for on-call, incident response, and status pages” combined with three clear hero images, make it easy to grasp the product offering. Continue down the page and you’ll also see three sections that further explain each of those three capabilities and how they work together.

Transform your homepage for every persona.

Most marketing teams struggle with messaging for multiple personas on their homepage. Ruul found a creative way to solve it. Instead of a dropdown in the nav, they let you toggle between homepage views. Each view is tailored to a different persona. Flip the switch, and everything changes including the background, hero, images, CTAs, and copy. It almost feels like a completely different site.

Build your story, launch with impact.

Using the story behind why and how you built something can be a compelling way to promote the launch. Figma nailed this with their Slides launch—and it’s great to see Cognism take a similar approach. Bonus for PMMs. This post offers a rare look into how the team executed the actual launch work behind the scenes and the vendors they used.

Simplify your tools with one powerful subscription.

Here’s one clever way to deliver your consolidation value prop. Odoo combines dozens of software tools into one platform. Two words they keep repeating on their site: simple and affordable. To get that point across, their has this neat toggle that let’s you see exactly how many separate tools you can replace with just one Odoo subscription. It’s pretty wild 🤯

Showcase product use cases with authentic storytelling.

This is a smart way to showcase how a product is actually used, and an awesome example of marketing features that are already on the shelf. Equals’ founder frames a specific use case (“looking at pipeline”), outlines the typical challenges with logging changes manually in HubSpot and Salesforce, and shows how Equals can do it automatically. The writing is authentic, and it gives a real glimpse into how Equals uses this exact use case in their own company.

Maximize your leads with Two Hands' affiliate page.

Two Hands’ affiliate page makes it easy to understand who they want to partner with and when to bring them in. It leaves no room for confusion. What makes this page great though? It feels like you’re leaving money on the table by NOT sending Two Hands the leads you’re already getting, but can't serve. Even better? They quantify exactly how much you’re missing out on.

Launch with a narrative that captivates and informs.

This launch post from Jason Smith hits all the right marks: • It starts with a strong founder-led narrative • The video uses clear, practical examples to explain the product • It addresses how each persona uses the product • It includes quotes and references that build credibility A sharp mix of storytelling and product explanation that's perfect for launch.

Own your problem space, own your success.

Owning your problem space and having a clear POV are two of the most powerful ways to stand out. This short post from Ledge’s Founder nails it. He clearly defines: • The problem to solve — reconciling millions of transactions • The problem with the status quo (Excel) • The differentiated benefit Ledge delivers But the line that really lands? “The only thing finance teams should be handling? The exceptions.”  That’s their POV. It’s bold, memorable, and clearly resonates. Just check the comments.

Unlock hidden features to boost customer engagement.

Most marketers think feature marketing is only for new stuff. Not true. There are likely important parts of your existing product that NOBODY knows about. OpenPhone’s founder flips the script — highlighting an existing feature that many customers love, but most aren't using. The best part? The feature is already available to everyone! It's a smart example of turning customer feedback into fresh content that drives adoption.

Transforming static images into interactive experiences.

Most “how it works” sections rely on small, stylized UIs that don’t reveal much about the product. Harvest takes their "how it works" section to the next level with large, detailed screenshots and direct feature callouts. It feels like an interactive demo. If you're looking for a demo feel but want to stick with static images, this is a smart play.

Get ready for early access excitement.

Neil Gandhi from Send.co has been generating buzz around his product launch for months. He’s been posting a strong POV on LinkedIn, talking about the product, calling out competitors, and getting his audience hyped for the eventual early access. No surprise the spots filled up fast following this great E.A launch post. We don't see a lot of these publicly in B2B SaaS. Notice the signup page . No flash. It looks built for buyers that are already convinced. The result? He filled all 30 spots in one day and hit $1K MRR.

Turn weaknesses into powerful messages.

This is another great example of a Founder-led social post that doubles as a product education campaign. The Founder shows they’re listening to market feedback (good and bad) and flips a perceived weakness about the product into a clear differentiator. A great reminder that sometimes, you don’t need to change the product. You just need to change the message.

Speak directly to your customer’s needs.

This homepage nails the idea of speaking directly to your customer — in a language they understand. UserJolt explains both the problem and solution through a conversation with their target customer. It's like you're eavesdropping . Each section of their homepage is framed as part of a discussion. As if to say, “We’ve heard this from people like you.”

Best solution for your sales situation.

I love seeing positioning posts like this from founders. They’re becoming more common. Panax’s co-founder tells a clear, compelling story about a specific sales situation where Panax was the best solution, and why. This post covers it all: problem framing, need identification, alternative evaluation, ICP, solution delivered, and the end result. A great framework for anyone to use.

Navigate your buyer journey with clarity and purpose.

Clio’s website nav does an awesome job showing how the parts of their platform align with customer jobs to be done. It’s easy for a buyer to quickly see what the platform offers and how everything fits together. The “new” callouts are a smart touch, and the AI banner below reinforces how everything is connected.

Lock in your yield before it's too late.

Sometimes, a picture is all you need to create purchase urgency. Public.com plots the current interest rate of their bond account against projected future rate cuts. It clearly shows why buying today matters The key product feature—6.7% yield on cash—might not last if the Fed cuts rates. But buy now, and you get it locked in. It’s a simple and powerful way to make a complex message click without words.

Engage buyers with an interactive demo experience.

Marketing teams design homepages to drive leads. Dooly’s homepage is built to make sure you understand the product before talking to an SDR or setting up an account. Most CTAs throughout this homepage lead to an interactive demo instead of a demo form. It’s clear that pre-sales buyer enablement is the priority. A smart way to optimize for ICP fit before getting into your sales funnel.

Affordable pricing that highlights true value.

Lemni’s pricing page presents tiers in a creative way that’s designed to onboard you fast. It’s based on cost-plus pricing. You start at cost, then add extras. This makes it clear that Lemni is competitively priced and helps you see the value of each add-on. Right off the bat, you feel like you’re getting a good deal. I’ve never seen this approach before, but I love it.

Rethink takeout: be the solution, not the problem.

This ad campaign is a strong example of marketing the problem. The visuals create shock value and evoke a relatable emotion everyone can connect with — gross takeout It makes you rethink your next takeout order and positions YOU as the solution to the problem. Knorr is just the enabler that helps you get there.

Ditch brokers for better FX solutions with Finfo.

This is a great example of what we call a "category comparison page." Finfo needs to explain how their solution is different/better than working directly with a traditional FX broker. And they do it masterfully by giving specific examples of situations where brokers clearly don't have your best interests in mind. Finfo captures the frustration of dealing with an FX broker and positions its product as a better alternative. This works on every level: fun, clear, and engaging.

Build financial products effortlessly with Anchor's solutions.

Anchor's homepage does a great job communicating what the company does using concrete capabilities and use cases. Right away, you see they have five core products that help companies build financial products: Accounts, Payments, Cards, Credit, and Savings + Investment. As you dig deeper into each product you're then shown specific use cases. For example, Payments can be used to facilitate collections, book transfers, inter-bank transfers and more.

Disrupt the market with speed and simplicity.

Neil Gandhi is launching a new product, and he's taking direct aim at the industries biggest incumbent. His positioning is clear. He's building a Docsend competitor that's faster and easier to use. A classic example of picking a fight with a market leader. His product explainer is also clear. A simple one-minute video showing multiple practical use cases for his product. Even his domain name makes for a compelling story.

Visualize the process, understand the product instantly.

This is one of the most unique hero animations I’ve seen. While it doesn't have an actual product visual, I'd argue that it still communicates how the product works in a visual way — which is more helpful for this type of product. The animation walks you step-by-step through the process of Gocertify delivering the right offer to the right website visitor. In a few seconds, you get it!

Make investment choices clear and simple.

Most multi-product companies use long feature lists to explain their offerings. Wealthfront pulls it off with 106 words and a killer image. This visual makes the differences between investment options instantly clear— no jargon, no overload. A great example of how design, simple messaging, and creativity can make complex topics easy to grasp.

Guide prospects to the perfect starting point.

Platform plays are tough if you don’t guide prospects to the right starting point. Toast’s platform section does a great job breaking down what they offer and where customers should start: Point of sale. But that's "just the beginning." A great example of a company knowing how they land customers, and how they expand them.

Solve problems, not just categories.

Even the most well-known category creators focused on marketing the PROBLEM — not the category. This is one small example. Klaviyo recently started positioning themselves as the first B2C CRM. If you watch the first 5 minutes of their launch event video, you’ll see a great example of problem storytelling. Their founder, Andrew, talks about the time he built a skating rink in his back yard, the relationship he formed with a hardware store clerk, and the disappointing experience he had during one visit when that clerk wasn’t working. In a few minutes you can easily understand the problem that a B2C CRM solves.

Don't let go of your New York dream.

StreetEasy earns top marks for taking customer insights and turning them into a campaign that drives real emotions. They really know their audience. The right New Yorker will see this and shudder at the thought of leaving. If they were on the fence about buying in NYC vs moving to the burbs, this campaign made it an an awful lot clearer.

Clear messaging that drives targeted leads.

This hero is a masterclass in clear, no-fluff messaging. It’s not catchy or clever. It just clearly explains the product and how to use it. Read it, and you instantly get it: "Describe your ideal customer, and get targeted leads with verified contacts." Simple. Direct. Effective.

Couples unite for smarter financial management.

Origin's persona page is a great example of blending personas and use cases. Here, the focus is on couples managing finances together. They need shared accounts and a unified financial view. I love the insight that couples require something unique for managing their financial lives together. A very clear market segment with specific needs and challenges.

Consolidate and save big with Origin.

I love how this homepage section outlines the benefits of consolidating multiple products into one. Instead of a typical comparison table, it uses one simple visual that makes you stop scrolling. You can literally picture yourself deleting other financial apps and replacing them with Origin. Also worth mentioning that each of the unnecessary apps are jiggling in the image — just like the they would when deleting them from your phone. To make it even better, the image is reinforced by a financial benefit: “Save $1,300.”

Unlock growth with impactful newsletter ads.

Newsletters are becoming a key acquisition channel. As a PMM, it pays to know how to write an effective newsletter ad. This example is easy to grasp and act on. Give it a try: Sentence 1: Value. Sentence 2: Benefit. Sentences 3–5: A powerful, easy-to-digest offer grouped in threes. 150 words is all you need.

Drive revenue with impactful SEO strategies.

This is a well-constructed newsletter ad. Likely the result of strong PMM and demand gen teamwork  The copy is simple and direct. The tagline—“SEO that drives revenue, not just traffic” — focuses clearly on their differentiated value. And in three short bullets you know exactly how they do it.

Simple pricing, powerful platform: all apps included.

Odoo is quietly killing it with one of the simplest pricing models in B2B SaaS. Their platform is huge (we're talking close to 50 apps), but their pricing is surprisingly simple. You get all apps for one monthly user fee. But your first app is free! A brilliant way to bring users into your ecosystem when your value prop is breadth over depth.

Experience AI calling that wows your business.

Bland makes it simple to integrate AI phone agents into your business. Don’t believe them? Just enter your phone number in their homepage hero, and one of Bland's agents will call you instantly. You'll see first-hand how amazing their AI callers are. Talk about putting your money where your mouth is.

AI agents that sound human, available 24/7.

In a time when everyone’s launching an AI agent, a simple section that just says what your product is can go a long way.Bland’s “What is Bland?” section is so clear, it could be a hero on its own: “AI phone agents that sound human, speak any language, and work 24/7. Just 9¢ a minute.”If you have a new product in a new category, being simple and clear isn’t basic. It’s a differentiator.

Be part of something essential every day.

Selling a job is like selling a product. You need to differentiate the opportunity to attract interest. The Toronto Transit Commission (TTC) did this perfectly in a recent recruitment campaign. Every poster focuses on one key message: "BE ESSENTIAL" Working with the TTC isn't just a job. You're an essential part of a transit system that makes one of the biggest cities in the world tick. That's a unique benefit few jobs offer.

Make wills simple and stress-free with Willful.

No one likes the idea of making a will, but Willful makes it easy. In just eight words, they capture the pain of creating wills and show how their product helps navigate the emotionally charged task. Top marks for this subway ad.

Make learning about your product effortless.

I’d love to see more content like this. High-quality walkthroughs of real product use cases and how-tos. It feels like content marketing, but it’s really just a killer product explainer. No launch necessary. People are out there looking to learn about your product. Make it easy for them.

Experience insights directly from your target buyer.

Quartr just pulled off an awesome product demo, given by their actual target buyer. What Are Your Thoughts is a popular financial podcast. In their latest episode, the hosts naturally work Quartr into the conversation and show how it explains the movement of a particular stock. No forced promotion, just a real use case in action. The best part is the closing line: “It’s like having an analyst sitting right in front of you.”

Connect use cases with compelling customer stories.

Use cases and social proof are a strong 1-2 punch, but few companies connect them well. Panax does a great job. They define a use case, link it to a specific customer case study, and go deep on how Panax solved their problem. That flows makes a lot of sense. Much more guided than just dropping customers into a library of case studies that may not be relevant to their use case.

Showcase your product without a formal launch.

You don’t need a launch to showcase your product. A timely trend or major event could be a great opportunity. Samsara did this brilliantly. They used the Super Bowl as a hook for a clever campaign that gets buyers to take their interactive product demo. It’s a smart example of how to create a product-focused campaign around something other than a new feature.

Empower your RevOps with advanced tools, not shortcuts.

Great positioning makes it crystal clear who your product is for — and who it’s not. This video from Will Aiken flips a common objection that Clay is "hard to use" into a strength, reinforcing its ICP. Clay isn’t for the 'Chad, Brad, or Thad' looking for something easy. It’s for the RevOps professional or GTM engineer with the technical chops to work magic and make everyone’s lives easier.

Showcase real use cases for impactful engagement.

Check out this original way to show product use cases. All six are introduced front and center in the homepage hero. When you click on one, the use case section below starts with a simple question you might hear from a user. Something this product can help answer. It’s a smart way to get to the heart of how a product addresses a real use case.

Clear steps for understanding how it works

The “How To” section of your homepage should be clear, simple, and get to the point fast. That’s exactly what DataWizz does. It lays out a straightforward, linear progression of steps to showcase exactly how the product works. No flashy images, no fluff, just clarity.

Separate messaging, clear impact for all audiences.

Too many companies try to craft messaging that appeals to investors and buyers at the same time. The result usually falls flat with both audiences. Tome found a great fix. They keep this messaging separate! The homepage is used to speak directly to customers while a dedicated “Vision” page is for investors and employees. What a simple, effective way to balance ambition with clarity.

Master the art of competitive positioning with Keyplay

This is an absolute competitive positioning masterclass. What I love most about this is how Adam complements Clay into a corner and makes a clear case for why Keyplay is the better choice for finding your ICP. It’s an awesome way to talk about competition. To close, Adam shares a POV on where the market is headed and how Keyplay fits alongside Clay in the CMO stack.

Stand out and challenge the status quo.

When you're up against an entrenched competitor, don’t ignore it. Call it out and prove why you’re better. Equals does this brilliantly by addressing the big elephant in the room: Everyone already has a spreadsheet. Then, they dive deep into why they stand out. Equals don’t just claim to be better; they make a clear and compelling case for why switching is worth it.

Unlock value through social proof education.

Classy’s research hub is a cool example of social proof. It doesn’t just highlight the value of key features — it also educates customers with valuable ways to use them. Social proof often focuses solely on selling, but this approach goes further. By teaching customers how to use the product better, it helps them unlock more value. The result? more trust and more usage.

Save big on flights with our lowest fare guarantee.

Autopilot does an awesome job laying out the problem they solve and following it up with how they solve it. I love how they quantify the problem: “The average flyer overpays on flights by $500 per year.” It’s concrete, compelling, and makes me, as a consumer, want a solution. Their answer? The “lowest fare guarantee,” showing exactly how they help cut flight costs. It’s all done with simple language, concise copy, and visuals that make it easy to understand.

Eliminate busy work and focus on real risks.

The word "efficiency" is thrown around a lot in B2B marketing. We generally know what it means, but it doesn't explain HOW a product specifically helps or WHAT the benefit actually is. That's why I like this homepage section from Greenlite. Instead of saying their product will make investigators more efficient, they say: "Greenlite handles L1 work that is slowing down your team" They then highlight specific repetitive jobs that their AI will eliminate for financial crime investigators. The benefit? Investigators can "focus on real risks and proactive compliance.”

Odin saves the day with quick marketing magic.

I’m seeing more candid, “office-style” product videos, and I’m here for it.In this video, Odin, HockStack’s AI marketing analyst, saves Lilly from her boss’ last-minute request for the board.Two weeks of work, done in an hour.Great storytelling, a dash of humor, and some genuine internal acting. Plus the LinkedIn post the video is from? Just as hilarious and playful. Keep these coming!

Engaging content that captures your brand's essence.

I love everything about this “why buy us page”. It’s clear, funny, and totally engaging—perfectly capturing PostHog’s brand and voice. My favorite part? “PostHog just does the right thing.”It’s so authentically PostHog. More companies should take notes. This is how you nail a “why buy us” section.

Showcase value with practical, step-by-step guides.

Short and practical “how-to’s” are a great way to showcase product use cases and value. Here's an example from Wynter's founder. Peep tackles a common marketing problem — finding your ICP. But he doesn't try to say that Wynter solves the entire problem for you. His post walks through a practical step-by-step process with Wynter only entering the picture in step 5. The reason the post did so well was that the content was actually valuable to marketers trying find their ICP. It works well for Wynter because it makes their product a key part of the process.

Clarity is key: three steps to success.

Simple how it works sections are very powerful. If you can break down your product into three clear steps, you’re doing it right. Even better if you can grasp them all without having to scroll. Check out this example from Taboola — it's simple, clear, and easy to grasp. Just three steps. A great reminder clarity always wins.

Empower everyone with thoughtful gifting solutions.

Need your buyer to understand how a product benefits not only them, but other stakeholders too? Here's a great example from Loop and Tie's homepage. This persona section explains how multiple audiences benefit from their platform: givers, receivers, and the world (ie. the environment). So good, it’s already on my radar for Christmas next year!

Transform pricing to prioritize customer value.

Help Scout just made a bold change: they eliminated seat-based pricing. Why? Because it held them back from delivering great customer experiences. Their new model, “contacts helped,” focuses on the number of unique people a team supports—prioritizing value over cost. Here’s why it’s brilliant: It aligns with their customer-first POV (see previous PMM Files post) It sets them apart from competitors It connects pricing to clear benefits for buyers and investors. This is a real masterclass.

Anchor your message to what they already know.

Want a cheat code for effective positioning?Anchor on what people already know. Instead of trying to craft a brand-new mental frame, tap into one that’s already familiar.It might feel risky to compare yourself to something else. But...it’s often the fastest, most effective way to make your message stick.

Uncover features that feel fresh and exciting.

Features don’t need to be NEW to give them airtime. Two things I love about this video from Motion: 1. It feels like influencer marketing. It's not a boring company that's "excited to launch a new feature." Instead, it feels like a real marketer that stumbled upon an awesome feature and can't wait to share it. 2. It's evergreen. The video promotes their Creative Highlight feature, but doesn't give it an expiry date by calling it new or referencing it as "just launched." I think you're going to see more of this in 2025. Or at least you should.

Effortless email management with AI assistance.

Serif nails the “how it works” section. It starts with a gif that clearly shows their most impressive capability. The fact that every morning, any email that needs a response will automatically be drafted in your inbox. It then follows up with two simple visuals that help you understand how Serif weeds out the noise and shows you what's relevant. Just 84 words and simple visuals make it crystal clear what it’s like to work with their AI assistant.

Movement is the key to better health.

This is a cool example of creating mental associations with your product and an idea. ASICS leans into its history as the go-to shoe for movement, connecting the brand with the idea of “movement as medicine.” Nike owns basketball. Adidas has soccer. Hoka dominates running. New Balance? Fashionable dads. What about ASICS? It’s the choice for anyone ready to start moving and get healthier.

AI that feels like a friend.

Meet Mike and Alice. 11x doesn’t just offer AI sales agents—it gives them personalities. Instead of talking about software, their site describes these agents like real people providing a service. It’s a clever way to make AI feel more relatable and human. Could this be the future of AI messaging?

Secure your links with proven global trust.

Dub needs to convince enterprise customers its open-source link management solution is secure at scale. To do that, it highlights the massive volume of customers, links, and clicks it manages globally. The real-time visual—a map of link clicks lighting up worldwide—is a powerful and engaging form of social proof.

Build your website effortlessly with Wix's guided steps.

Wix’s new homepage does a fantastic job showing how to use their product, step by step. Each section walks you through building a website: start with AI, pick a template, customize it, add eCommerce or custom domains, then launch, manage, and grow. It's all laid out in a logic flow where each section answers the questions "what next?”

Holiday listening made unforgettable with Spotify.

Spotify struck holiday gold with this hilarious Mariah Carey billboard. It's perfectly timed for two major growth moments: Christmas and the iconic year-end “Wrapped” campaign. I love how it captures a key cultural moment while subtly showcasing how Spotify usage spikes—making you feel like you should be listening more, too. It's a few years old, but a great piece of social proof.

Celebrating a decade of innovation and growth.

Wealthsimple’s year in review wasn’t just about 2024. They reflected on the last decade of innovation and showed how far the company has come. Check out that progress and growing innovation momentum! It’s a brilliant way to showcase their commitment to delivering more, faster. Anyone who sees this can feel confident Wealthsimple is working hard for customers.

Boost credibility with powerful social proof strategies.

Nitin Kartik’s book launch took over PMM LinkedIn with clever social proof tactics. By enlisting the skilled PMMs he interviewed to help promote it, he built instant credibility and strong awareness. Even if you don’t know Nitin, the caliber of contributors inspires confidence to buy. A smart strategy. Both Nitin and the PMM experts benefit.

Apple proves value in total cost of ownership.

I never thought I’d see the day—Apple making a case for total cost of ownership vs. PCs, backed by Forrester.It just goes to show, even Apple needs to justify its prices and prove where a higher cost delivers greater value.

Shopify focuses on improvement, not flashy gimmicks.

Everyone's caving to the pressure of launching flashy AI features. Not Shopify. They went back to basics for their latest seasonal launch. “150+ product updates. Nothing new, everything improved." The updates may seem insignificant individually. But they're packaged in a way that makes Shopify appear focused on the customer, while everyone else is focused on chasing AI revenue. Not to mention, their microsite is an epic blast from the past.

Position your message for maximum impact.

Want a cheat code for effective positioning? Anchor on what people already know. Instead of trying to craft a brand-new mental frame, tap into one that’s already familiar. It might feel risky to compare yourself to something else. But...it’s often the fastest, most effective way to make your message stick.

Transform waste into savings with Tomorrow Fridge.

Creating a new solution to an old problem? You need to broaden your buyer's understanding of the problem. Better yet, help them quantify it. Tomorrow Fridge nails this by educating buyers on the sheer scale of how much food we waste and what it costs us. Thousands of dollars, hours of valuable time, and harm to the environment. Every fact hits hard and makes you wonder why you don't have a Tomorrow Fridge already.

Engaging visuals that clarify data integration flow.

Most integrations sections you see on a homepage all look the same. But Firebolt took a different approach. Instead of a generic “we integrate with everything” or a dull list, they created a helpful diagram. It’s clear, visually engaging, and maps exactly how data flows between Firebolt and its different types of integrations. A perfect example of going the extra mile in an often-overlooked page section.

"Clear, Compelling Product Marketing Made Simple."

Eight words and a clear visual can be all you need to get your point across. Rayon’s H1 is a great example. The copy is simple. It tells you what the product does and how it helps. Same for the visual. Erase the copy and you still know what Rayon does. Plus, their video thumbnail is a great looping gif that quickly shows their product without you needing to click play. There’s nothing revolutionary here — just a clear product marketing.

Trustworthy stats that prove real customer success.

It’s natural to be skeptical of ROI stats and proof points. That’s why Substra’s approach is so refreshing. Instead of just showing the results customers achieve, they highlight the source and sample size, adding credibility and earning trust. I’ve never seen a vendor do this before.

Easily engage curious buyers with valuable templates.

Getting someone to evaluate your product is tough, and most companies push for it too early. Mercury took a different approach with this newsletter ad, promoting a forecast template instead of their product. For curious, but not ready buyers, this tactic wets the appetite without overwhelming. If they love the template, they’re more likely to see Mercury as the perfect fit to do more. A classic crawl, walk, run strategy.

"Transform User Inertia into Opportunity with Stories"

In product marketing, you often need to help customers unlearn the old way of doing things. Heck, you sometimes need to do it yourself. Here's a great social post example from Alex at UserEvidence that gives a real example of how difficult it can be to overcome user inertia. Even better, Alex is able to turn a genuine personal story into a hard-hitting use case demo. This is the type of product marketing we need more of.

Simplifying platforms for everyone to understand.

Platforms can combine lots of tools, so they’re often confusing to understand. Spellbook keeps it simple by breaking their platform into 5 clear jobs-to-be-done. Even non-lawyers can quickly understand its value. It's simple and easy to follow. No objections here.

Position against the leader, showcase your strength.

Does your market leader have a weakness, that's actually your strength? Position against them directly. Be the anti-incumbent. By anchoring against the industry leader and highlighting a key differentiator, buyers immediately understand your value and why they should choose you. Two templates to get you started: • "We're like _____, without the _____." • “We’re like _____, but _____.” Hats off to Freckle and Fletch for the textbook execution on this one.

"Clear Solutions for Your Homepage Challenges"

This is a perfect example of a homepage problem section. It’s clear, concise, and visual. Three problem statements slapped right on top of the manual alternative Opine's product replaces. Sections like these are becoming more common on SaaS homepages. A go-to section for homepage messaging experts like Fletch PMM (who worked on this exact page). They instantly show potential customers you understand their challenges.

Transform complex ideas into clear visuals.

Technical products often need more than words to explain their value. A standout image can go a long way. Whalesync’s animated “Penny Drop” image takes a complex concept and explains it in seconds. Plain language and clear visuals — something every PMM can learn from.

Elevate your experience with tailored pricing options.

“Do it yourself pricing” is what you'd expect from a self-serve SaaS product like Glide. Understand your needs, pick a tier, and go. But their pricing page now defaults to their “do it for me” pricing that bundles software and services upfront. Professional services are nothing new. But we are seeing more SaaS products adding "white glove" options. For complex products they're often needed to ensure proper adoption. And if you sell largely to enterprises, it's often expected. Not to mention a great way to drive up-front revenue.

"Transforming Ideas into Actionable Use Cases"

How do you take a horizontal product and make it easy for someone to picture using? Specific use cases. Apify's use case pages break down common jobs for their product, showing you exactly which apps you can use, and how. For example, their Market Research page recommends a handful of apps you can use to tackle things like trend analysis, sales prospecting, competitor benchmarking, and reputation monitoring. It then shows you how to get started with a simple 4-step process.

Turn objections into opportunities for growth.

Keep getting the same objection from buyers? Address it publicly. This example comes from Feed Smart, a peanut butter brand. Not only does their founder address a major product objection from parents — she explains why that very thing is actually the product's biggest benefit. When your founder can clearly communicate these things in public, it's easier for your reps to repeat the same message in private sales calls.

Transform your content with Tegus insights.

Newsletters are becoming a real acquisition channel for SaaS — but what makes a good newsletter ad? This Tegus ad in Packy McCormack’s Not Boring newsletter is a great example. It explains, with no-nonsense, how Packy uses Tegus to write his content. While it lacks images, the ad uses plain language to explain practical use cases, benefits, and differentiators. Readers can imagine themselves using Tegus, just like Packy.

Zoom redefines communication for an AI-driven future.

Zoom just unveiled their new positioning. They dropped 'video' from their name and are focusing on all things communications. Will this strategic bet pay off? Who knows. One thing's for sure — it's a very public example of a large enterprise tackling a major repositioning. Delivered directly by the Founder, the narrative connects Zoom’s history as a video communications leader to its ambitious future as an AI-first platform for human connection.

Effective simplicity drives engagement and clarity.

There's a lot to love in this hero section from PaceAI. • Clear positioning • A well-defined use case and ICP • A quantifiable benefit • Compelling social proof • A real product gif What you won't see is a ton of flash.

Unlock creativity with Miro's intelligent canvas.

This energetic video from Miro showcases their new "Intelligent Canvas" in just one minute. It not only explains their new AI-powered canvas, but walks you through a number of practical use cases. The perfect, quick introduction to a product page that takes you deeper into each specific capability.

Affordable choices anchored to your daily latte.

Great software or a latte — what would you choose? Kondo’s clever pricing approach anchors its cost relative to a latte, and it’s brilliant. We all know lattes are getting pricey, but Kondo makes it clear: if you can afford a few, you can afford their product.

Engage your sales team with humor and insight.

Find 18 minutes and watch Klue’s short film, Klueless. It’s the best content marketing I’ve seen this year. Two reasons it’s a standout: 1. It does an awesome job explaining the problem that a CI professional (and Klue’s product) can help solve. It also addresses a real hurdle that many CI folks face, which is getting sales to work with them. 2. It’s just good stuff! I mean, it’s really funny, keeps you engaged with a solid story, and actually makes you feel for the characters — all of which are members of the Klue team. Overall, it’s a fun and entertaining way to bring awareness to a problem (and solution).

Stand out with clear, concise product guidance.

“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.

Educate buyers with clear, engaging explainer videos.

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.

Customer-first in an AI-driven world.

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.

Powerful messaging in just 27 words.

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.

Stop the scroll with clear, engaging ads.

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.

Larger teams deserve tailored solutions and visuals.

I'm not always a fan of listing features, but I really like what Ahrefs did on their Enterprise page. They specifically call out their features that matter most to enterprises, saying "Larger teams have different needs." And in true Ahrefs fashion, they focus on visuals. Big, detailed images of those features in action.

Empower change with guided support and confidence.

For enterprise companies, the cost of changing or implementing new software is daunting. Both in time and money. Overcoming that change management piece is super important. This is a great example of how to give buyers confidence by showing them what it's like after buying. Copy.ai shows their guided implementation process and timeline, plus social proof to give you piece of mind that they'll hold your hand through the process.

Drive financial efficiency with enterprise automation.