Introduction

Do you ever feel like your best work is happening in a vacuum?

You launch something strategic. You help sales nail a narrative. You get the product team to rethink the roadmap based on real customer insight. And then… silence. No one sees the win. No one knows how you pulled it off. It’s just on to the next fire drill.

Or maybe your coworkers are vaguely aware product marketing is doing “something with messaging,” but they don’t really know what you are up to (and therefore they aren’t using the content you’re creating for them).

If that sounds familiar, I’ve got a suggestion that has helped me time and time again: Start an internal product marketing newsletter.

It doesn’t have to be fancy. It shouldn’t be long. But it can be the most efficient, effective way to keep cross-functional teams aligned, impressed, and maybe even excited to work with product marketing.

Today I’ll walk you through how to do it without it becoming another full time job.

We’ll cover:

• Why this works (with a few examples)
• The one mindset shift that’ll make this easier
• How to structure your newsletter (you can steal my template)
• Tips to stay consistent without burning out
• When this isn’t the right tool (because, yeah, sometimes it’s not)

Meet The Authors:

Jason and Logan have both launched and ran internal product marketing newsletters while being Founding PMMs at companies like Chili Piper, 15Five, Klue, 120Water, and more.

Where to find Jason:

• LinkedIn
• Website

Where to find Logan:

• LinkedIn
• Website

What Is an Internal Newsletter?

An internal PMM newsletter is an email you send to the whole company on a regular basis that updates them on things that are actually helpful and useful to them from the land of product marketing.

Think:

• Sales needs to know about upcoming product launches.
• CS wants to hear the latest customer stories
• Product wants to read your latest competitive research
• Marketing is curious about the success of the last in-app campaign

Over the years I have found that starting, and maintaining, an internal newsletter is like having always-on enablement. A place I know I can get valuable information in front of the people who need it.

And if I’m being honest it also has helped me grow my status, recognition, and influence inside the org. People see my name (or our team’s names) every week shipping quality stuff — providing information no one else has — it goes a long way.

That’s why I’m very pro internal newsletter for PMMs, regardless of your team size or industry. Let’s talk about why they work.

Why Internal Newsletters Work

First let’s get the obvious out of the way: no one loves more internal emails.

But I’ve found in the world of Slack DMs and constant pings it actually works like magic — when you send an email that’s short, useful, and fun to read, it actually stands out.

Done right, a PMM newsletter:

• Keeps your team top-of-mind
• Shows the strategic work behind the scenes (not just final outputs)
• Builds internal trust, buy-in, and momentum
• Teaches your company how product marketing thinks and works

Plus even more downstream benefits:

• Get greater increase of content adoption
• Make sure people know what product marketing is working on (so they don’t feel like they need to give you more work)
• You look good. Get a promotion. Get a raise. Buy that new jacket you’ve had your eye on.

You’re not just broadcasting what you did. You’re teaching people how to see product marketing — as strategic, insightful, and essential.

That’s why this isn’t just “comms.” It’s positioning. For your internal team.

Internal Storytelling

The idea of publishing a weekly (or monthly) newsletter is daunting if you are thinking like a status reporter. But it gets a lot easier when you start thinking like a storyteller.

You’re not here to list every little thing you did.

You should just treat it like a launch or a customer newsletter… know your audience, understand their pain, help them see the value in what you are “selling” with the right messaging and value props.

Maybe you are uncovering customer insights no one else sees. Maybe your messaging is turning the product into a story people actually understand and want to buy. And you need help telling that story.

Your newsletter is a vehicle for that story.

Speaking of your story, a great place to start is with a PMM Charter. I even recommend linking it in your newsletter so people can always reference it. Here’s the playbook and template on how to make one yourself 👇🏻

Playbook #9: How to Create a Product Marketing Charter Playbook #9: How to Create a Product Marketing Charter

The Basics: How To Literally Get Started

Don’t overthink this. Start in a word doc, get it drafted, and then copy it into whatever you are going to use to send the emails.

This is helpful if you have others who are going to contribute — review, add comments, edit, etc. and it makes it more about the content and less about the formatting, which can easily become a time suck.

WARNING: don’t do a newsletter by committee

If you’re a founding PMM you should be owning this process start to finish. If it becomes something bigger than that, great! But I recommend starting with the idea that this is a product marketing thing and avoid too many hoops to jump through.

I simply create the outline in a word doc with each header (usually next to its go-to emoji 👋🏻) and a few bullets under each.

When you have a structure to start from, it really doesn’t take long to fill it in each week. And you’ll quickly learn what feels valuable and what you can cut.

How To Structure Your Internal Newsletter

You don’t need a clever name or fancy formatting, but if you can — being on brand is pretty fun! I’ve written a newsletter called ‘The Sauce’ and my friend Logan wrote ‘The Drumbeat’.

Regardless of name you need a clear structure, a consistent voice, and a few minutes each week or month to write it.

Here’s how I typically structure mine:

Grab the Internal Newsletter template here!

• Internal Newsletter Template Internal Newsletter Template

👋 Quick hello

A friendly opener sets the tone. Reminds people what they are about to read. One or two lines, max.

Think:

“Hey team — lots of good stuff this week across launches, intel, and insights. Let’s dive in 👇”

Or:

“Short one today, but don’t miss the beta win in the Launch section 🚀”

🚀 Product launch updates

Keep the org in the loop (and excited) about what’s shipping.

Include:

• Timeline changes and reminders
• Messaging (even a preview or link to the doc)
• Early product screenshots or GIFs
• Success stories or quotes from beta testers
• Metrics and wins from past launches

Bonus: This is a great way to get participation and support for your launches — beta customers, help sharing on social, etc.

📣 New collateral & messaging

Treat internal assets like external content drops by giving them a launch moment.

Include:

• Links to new decks, one-pagers, battlecards, etc.
• Quick context on when/how to use them
• Positive feedback or shoutouts from early users (e.g. sales reps or CSMs)
• Call recordings that show the asset in action

🕵️‍♀️ Competitive intel

Help your org stay sharp with relevant, curated insights.

Include:

• New competitor product launches
• Changes to competitor messaging or positioning
• Recent deals won against competitors (and why we won)
• Props to reps who submitted good intel or stories

Keep it brief and digestible, don’t overload with everything you’ve found.

🧠 Market & buyer insights

This section builds credibility fast. You’ve got access to the best buyer insights in the company: share them.

Include:

• Key takeaways from win-loss interviews
• Insights from recent customer or prospect calls
• Analyst feedback or market trend summaries

Don’t forget to make it actionable — what should sales, product, or CS do with this info?

🙌 Shoutouts & momentum

Celebrate great work and create a culture of shared wins.

• Highlight cross-functional collaboration
• Recognize reps, CSMs, PMs, or marketers who helped drive something forward
• Link to a Gong clip, email thread, or Slack moment if possible

📌 What’s coming next

End with a teaser or a heads-up.

Could be:

• Upcoming launch milestones
• Content in-progress
• Big interviews or projects you’re kicking off

Even a single line helps signal that product marketing is always building.

7 Tips To Stay Consistent Without Burning Out

et’s be real — you’ve got a million things on your plate. This newsletter should save you time and stress, not add more of it. Here’s how to make it sustainable:

1. Start with a realistic cadence

Don’t commit to weekly if you’re not sure you can pull it off. Start monthly. Then maybe move to bi-weekly.

2. Use the same structure every time

Don’t confuse (or scare) your audience. Templates and frameworks are your friend. Stick to the same sections (even if some are light/empty on some weeks). Your audience will know what to expect, and you won’t start from zero each time.

3. Keep a running doc of newsletter-worthy content

Drop in:

• Interesting call quotes or clips
• New slides or messaging you’re working on
• Wins from reps or beta testers
• Competitive nuggets from Slack or LinkedIn

That way, when it’s time to write the next issue, most of it is already there.

4. Write like you talk

Don’t over-polish your newsletter, this should sound like you. I always like making mine a little funnier or full of quips than other things I write. And if you do funny stuff in your newsletter some people will tune in just for that.

Example: I would always start each newsletter with a different gif, and then use that same gif to promote the newsletter inside slack. People always got a kick out of what gif I was going to pick next (because I tried my best to never repeat myself)

I always loved this one for “let’s dive right in!” 👆🏻 Remember that this is a quick, helpful update from a teammate. Keep it casual and skimmable.

5. Don’t write by committee

You’ll lose momentum fast if everyone needs to weigh in.

If you're a solo PMM, own it. If you’ve got a team, rotate ownership but keep it centralized.

6. Block 30 mins on your calendar

Protect the time. Treat it like a recurring meeting with yourself. You’ll get faster with each issue.

7. Test and evolve

Pay attention to what people comment on, forward, or ask about. Over time, your content will write itself based on what resonates.

• Use the ‘save post’ function in slack
• Grab snippets in Gong
• Start a swipe file for things you think others will want to hear about

Pro tip: Make sure you have a system in place to track, manage, and keep all your newsletters organized. I created a simple Newsletter System you can use here. It will:

1. Automatically create a new copy of the newsletter template every Monday and link it in the sheet.
2. It also comes with a simple web page that will list all of the published newsletters, like a little portal of all historical newsletters.

Grab it here:

Internal PMM Newsletter System Internal PMM Newsletter System

Some more ideas to consider:

Share the mic

Don’t be the only voice they hear from. Use real quotes and ideas from others internally. It shows that you’re not just making things up or broadcasting your own thoughts… you’re gathering and curating insights from the front lines.

“This competitor is getting crushed on price right now. We’re winning when we lead with ROI.” — AE, East Coast team

Pulling quotes like this helps you socialize what’s actually happening in the field — and gives internal teams a reason to open your newsletter.

Don’t be afraid to give your take

Linking to a doc is fine but the real value of a newsletter isn’t just in the link — it’s in your interpretation. What stood out to you? Why does it matter? What should the team know or do differently because of it?

Just think of it as the 30-second version of what you’d say if someone stopped you in the hallway and asked, “What’s going on this week?”

Give the “what” and the “why”

In a way, your newsletter is sort of a a window into your brain. It’s a chance to show not only what you’re doing, but why.

If you’re running a positioning test in a campaign, share the strategy behind it. If you're adjusting pricing guidance, give a quick rationale.

This builds confidence in your decisions and gives other teams more context which helps them work better with you.

Even just a sentence or two about why something matters or how you're thinking can go a long way.

When Not To Use a Newsletter

Newsletters can be great but they’re not the right tool for every situation. Here are a few times to hold off:

1. If you’re brand new and still learning the ropes

Don’t rush it. If you just joined, spend time listening and building relationships first.

Check out the 30-60-90 day playbook if you’re just getting started in your founding PMM role👇🏻

Playbook #5: Your First 30, 60, 90 Days as a Founding PMM Playbook #5: Your First 30, 60, 90 Days as a Founding PMM

2. If you haven’t aligned with leadership in 1:1s

A newsletter won’t fix misalignment. If your exec team doesn’t understand your role yet, take the time to align privately. You don’t want people hearing stuff in a newsletter first (especially if they have a problem with what you’re saying).

Once you’ve built that foundation, your newsletter can reinforce it.

3. If there’s already too much internal noise

Slack is always crazy but if there are 3 other newsletters already or if there are weekly update calls that PMM does a read-out, you don’t need to add a newsletter to your plate yet.

If you already have a killer Notion hub or weekly product updates that include PMM work, a separate newsletter might be redundant. Just make sure PMM has a clear voice in those existing channels.

Conclusion

Internal newsletters are a low-lift, high-impact way to:

✅ Show the strategy (and the impact) behind your work ✅ Help your business and teach them how to work with you ✅ Position PMM as thoughtful, proactive, and valuable

Start simple. Keep it short. Make it easy to read.

Resources

• Playbook #5: Your First 30, 60, 90 Days as a Founding PMM Playbook #5: Your First 30, 60, 90 Days as a Founding PMM
• Playbook #9: How to Create a Product Marketing Charter Playbook #9: How to Create a Product Marketing Charter
• Internal PMM Newsletter System Internal PMM Newsletter System
• Internal Newsletter Template Internal Newsletter Template

Meet The Authors:

Jason and Logan have both launched and ran internal product marketing newsletters while being Founding PMMs at companies like Chili Piper, 15Five, Klue, 120Water, and more.

Where to find Jason:

• LinkedIn
• Website

Where to find Logan:

• LinkedIn
• Website

• Introduction
• Meet The Authors:
• What Is an Internal Newsletter?
• Why Internal Newsletters Work
• Internal Storytelling
• The Basics: How To Literally Get Started
• How To Structure Your Internal Newsletter
• 👋 Quick hello
• 🚀 Product launch updates
• 📣 New collateral & messaging
• 🕵️‍♀️ Competitive intel
• 🧠 Market & buyer insights
• 🙌 Shoutouts & momentum
• 📌 What’s coming next
• 7 Tips To Stay Consistent Without Burning Out
• 1. Start with a realistic cadence
• 2. Use the same structure every time
• 3. Keep a running doc of newsletter-worthy content
• 4. Write like you talk
• 5. Don’t write by committee
• 6. Block 30 mins on your calendar
• 7. Test and evolve
• Some more ideas to consider:
• Share the mic
• Don’t be afraid to give your take
• Give the “what” and the “why”
• When Not To Use a Newsletter
• Conclusion
• Resources
• Meet The Authors: