Positioning is at the heart of what we do as PMMs. But, if I’m being honest, it’s something I’ve pushed off for my own products.

Why? Well, it’s hard to take a critical, unbiased view of your own work. Plus, it’s super time consuming. Over the holiday break, I decided enough was enough. I needed to completely overhaul the positioning and landing page for my signature product, the PMM Camp community. It was in a permanent state of MVP, and it wasn’t working as hard as it should.

I spent 20+ hours repositioning the product, re-writing my messaging, and re-designing the page. Now, it’s beautiful and value-packed, if I do say so myself.

There’s so many examples of great positioning live in the wild, but it’s rare to see someone break down their own positioning process step by step. I’m hoping to change that. Today, I want to walk you through how I evolved my positioning to really make PMM Camp shine.

Let’s dig in.

The Repositioning Overhaul

When I set out to refine PMM Camp’s positioning, two big challenges were front and center:

1. Clarifying the Target Audience: I needed to make it crystal clear who this community is for. Who would benefit most? Who is the ideal member?

2. Bringing the Value to Life: PMM Camp’s community is its biggest strength, but I needed to articulate that in a way that felt tangible and compelling — not abstract.

The new landing page prioritizes clarity and action. Every section, from the “Who It’s For” section to the embedded testimonials, is designed to tell a story, remove doubt, and drive action. Here’s how I solved these challenges, section by section.

The Hero

The hero section is your first (and often only) chance to capture attention and communicate what your product is all about.

I wanted something powerful and aligned with PMM Camp’s unique value: relationships that drive growth. “Your Network is Your Secret Weapon” immediately highlights the core benefit while the sub-header weaves in empathy (acknowledging the isolation many PMM leaders feel), reinforcing the transformative power of relationships.

Since the product is really the people in the community (rather than the tool to host the community) I transitioned away from product screenshots to community member photos. This allowed me to showcase the types of roles (Sr PMM, Director, Lead) and companies who make up our membership.

The result? A hero section that immediately communicates the core value, resonates emotionally, and sets the tone for the rest of the page.

Features & Benefits

Once the hero grabs attention, the Features and Benefits section must deliver on the promise. It’s where visitors learn exactly what they’re getting and how it solves their pain points.

I went back and forth on the approach for this section. My previous landing page focused on benefits first, and then connected it to features. But, I was getting way too many questions about what was actually included in the community. It obviously wasn’t clear, and I needed to make a change.

Now, I lead with features/capabilities instead (the Fletch positioning approach). But, every feature is tied to a clear outcome. For example, 1:1 Curated Intros isn’t just about meeting someone new — it’s about sparking fresh ideas, gaining new perspectives, and expanding your network.

This was a good reminder that positioning is an ongoing process. Your audience evolves, and so should your messaging. Regular feedback loops with PMM Camp members and prospective customers ensured I was addressing real needs and articulating tangible benefits.

Who It’s For

The next step was ensuring the right people immediately saw themselves in the community. I broke this down into two key elements: providing a definition of a PMM leader (demographic) and clarifying the traits of an ideal member (psychographic).

The left side of this section introduces my definition of a PMM leader. This is probably the number one question I get about the community today, so I wanted to be explicit in my definition of this. A PMM leader isn’t just a people manager — it’s any experienced PMM who is leading a team, portfolio or function.

On the previous landing page, I was prescriptive about job title. But, I realized this was somewhat arbitrary as titles vary company by company. This new definition, and the accompanying psychographic traits (ie. desires and motivations), create a clearer picture of who PMM Camp is for.

Plus, I wove testimonial sections into the website in several places to bring the ideal member profile to life — the member photos in the Hero, a testimonial slider just above this section, and a long-form testimonial grid at the bottom of the page.

Personal Letter

With this overhaul, I added a new section that is essentially a personal letter from me to the prospective member. This was an opportunity to create a real connection with visitors and highlight one of the key differentiators of my product — access to me, my network, and my knowledge.

I started by sharing my credentials (“I’m Tamara, a 2X VP PMM and former Chief Strategy Officer”) to establish credibility and demonstrate that I’ve been in their shoes.

I openly acknowledged the challenges of being a PMM leader — the pressure, the complexity, and the isolation. This helps visitors feel understood. I highlighted how my own experiences of feeling alone in leadership inspired me to create a space where PMM leaders could connect, share, and thrive together.

I outlined exactly how I’m involved in PMM Camp — from leading events to being active in the chat feeds, participating in small-group sessions, and offering free 1:1 Camper Catch-Ups for personalized advice. The goal here was to reassure potential members that this isn’t just a passive community, it’s one where I’m deeply engaged.

This section humanizes PMM Camp, creates trust, and emphasizes the level of support and involvement members can expect. It also led to perhaps my favorite phrase on the entire website 👇🏻

Other Key Changes

Beyond the major sections above, I also made smaller but (what I hope to be) impactful updates:

• Added Product Screenshots: To give visitors a sneak peek into PMM Camp’s digital community, I included visuals that show the platform in action.

• Integrated an FAQ Section: This section proactively addresses common objections, such as time commitment (“Even a small time investment can lead to meaningful connections that benefit your career for years to come”) and cost (“Many members use their professional development budgets”), while reinforcing the long-term value of joining.

• Highlighted Testimonial Phrases: To make member testimonials pop, I went through each testimonial and highlighted key phrases and value statements (“An absolutely fantastic space for PMM leaders”, “The most value-packed community” and “Every senior leader should join PMM Camp”).

These tweaks may seem small, but I think they are critical for removing friction and making the decision to join as seamless as possible.

The Results

It’s too early to say. I set the new page live last week, and I’ve already received positive feedback. But, new member registration will be the real test.

I’m opening registration for new members on Tuesday, January 14 and my goal is to double my previous signup rate. I’ll circle back with results in a week or two.

In the meantime, I’ll use this final opportunity to ask — are you ready to make your network your secret weapon?

If you are, I encourage you to join the waitlist to be first in line when new community spots open on Tuesday.

I’m hoping the new landing page does its job in communicating the value in a compelling way. If I’ve missed the mark, or you have a question about how I’ve positioned the value, I’d love to hear your feedback. Just hit reply and send me a note.

CAMPER ESSENTIALS

📚 Reading List: A few years ago, I stumbled into Stoicism and I’ve never looked back. I re-read The Daily Stoic: 366 Mediations on Wisdom, Perseverance and The Art Of Living every year (it’s a page a day).

🗓️ Events: Want to master AI in 2025? Join our monthly AI coaching sessions inside PMM Camp. AI queen Jess Petrella will be teaching us how to add AI tools and workflows to our PMM projects, and I couldn’t be more excited. RSVP inside the community in our Bonfire tab.

🤖 AI Prompt: Here’s a powerful ChatGPT prompt for some self-reflection: "Based on everything you know about me, profile me." Then, follow up and say: "Now, go one step further and speculate on things that have high probability but cannot be confirmed with confidence." Finally, add: "Now tell me what you think I really need to hear."

See you inside the community.