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AMA: Segment Former Head of Product Marketing, Kevin Garcia on Messaging
April 16 @ 10:00AM PST
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Segment Former Head of Product Marketing, Kevin Garcia on Messaging
Top Questions
Kevin Garcia
Anthropic Product Marketing Leader • April 16
I’ve never met a PMM who was able to keep everyone happy. So I’d reframe away from that goal as much as possible. Instead, I like to focus on how to keep your messaging defensible early and often. You’re right that everyone has opinions. But there are a few opinions that matter most: * Custome......Read More
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Kevin Garcia
Anthropic Product Marketing Leader • April 16
First of all, I feel your pain! With the company moving fast, it can sometimes feel that your messaging is always playing catch up. In cases where your product and business evolve quickly, I recommend anchoring your messaging on the elements that remain most constant: * The market trends aroun......Read More
1802 Views
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Kevin Garcia
Anthropic Product Marketing Leader • April 16
1. Make talking to customers integral to their role. By keeping your team as connected as possible to the customer, they will develop 1) sharper intuition and 2) a network of customers they can tap into for feedback on future projects. 2. Give them space to develop messaging that matters. Clea......Read More
1519 Views
1 request
Kevin Garcia
Anthropic Product Marketing Leader • April 16
Messaging is hard to get right. At its best, messaging is a clear and simple distillation of who you are, what you do, and why it matters. But in my experience, there are a few common themes that lead to missing the mark: 1. Trying to connect with too wide an audience. No messaging, no matter h......Read More
2341 Views
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Kevin Garcia
Anthropic Product Marketing Leader • April 16
When you don’t have your own network to tap into, you should get creative to find one. People congregate with like-minded folks on social media, forums, blog newsletters, slack communities, meetups, etc. Find them and see how they talk about their work, their problems, their solutions. After......Read More
1415 Views
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Kevin Garcia
Anthropic Product Marketing Leader • April 16
AI/ML means a lot of things to a lot of businesses. Some companies have high data maturity where AI/ML tools are a vehicle for data science teams to create proprietary value for the business. Others are fairly low on their data maturity (which is fine!) and they want out-of-the-box AI/ML for fair......Read More
1458 Views
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Kevin Garcia
Anthropic Product Marketing Leader • April 16
You will never regret QA-ing your messaging with customers. Not only will it help you land on great messaging faster, but it will give you conviction as you defend your messaging across the organization. It is different at every company, but at Segment each PMM follows a pretty simple path: ......Read More
1816 Views
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Kevin Garcia
Anthropic Product Marketing Leader • April 16
As a rule of thumb, you should always test your messaging. The level of rigor and criteria for success should be sized appropriately the higher you go in the messaging hierarchy. For this answer, I’ll use a pretty simple messaging hierarchy: * Company-level: Who are you and what do you do? * ......Read More
3030 Views
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Kevin Garcia
Anthropic Product Marketing Leader • April 16
Great question! A great GTM strategy is ultimately focused on driving 1 business metric forward. I'll share an example where a podcast made a lot of sense: We researched our enterprise market to try to understand: Which audiences should we focus on within this broad category and what do those ......Read More
2844 Views
3 requests