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Kevin Garcia

Product Marketing Leader, Anthropic

Content

How Retool’s Product Marketing Team Increased Their Enterprise Pipeline By Building a Cohesive Messaging Framework

Kevin Garcia

Anthropic Product Marketing Leader

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Summary

In this playbook, I’ll share the journey Retool took at the end of 2022 to update our messaging to better resonate in the enterprise market. Our goal was to elevate our messaging by focusing on the business impact our platform enables. Throughout our process, we emphasized the importance of consi......Read More

Retool Templates Included

Key Value Drivers Framework Worksheet

Key Value Drivers Summary Worksheet

What is your approach to testing different messaging and your criteria for success?

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

Where does webinar and podcasts fit into the GTM strategy and how do you decide at what stage to use then?

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

For PMM interviews, what are helpful resources you'd recommend and types of questions to prepare for from both hiring managers and cross-functional partners?

Kevin Garcia

Anthropic Product Marketing Leader • May 4

One way that I like to prepare for an interview is to go in with the mindset that you are an investor (which you are, with your time!). As an investor, you want to learn everything you can about the company: 1. Who are they? (homepage, fundraise announcements, careers page descriptions) 2. Wha......Read More

2588 Views

What are the most common messaging mistakes you see product marketing teams making today?

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

How can I improve my interviewing skills for a product marketing role?

Kevin Garcia

Anthropic Product Marketing Leader • May 4

First of all, you're not alone! I've definitely fumbled my way through several interviews. Rather than offering really general advice, I'd like to get specific. When I think about interviews, I think of two ways you can impress a hiring manager: 1. Substance - You show that you're qualified for......Read More

2010 Views

Who should a product marketer work with to QA and approve product messaging?

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

What's the best way to ensure that messaging evolves at the pace of the company while still maintaining some consistency? Should I give up any hope of running a campaign that lives more than a few weeks?

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

How do you defend the messaging that you’ve created when everyone in our company has an opinion about messaging.

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

1707 Views

How do you ensure that product marketers you manage are creating great messaging, and hitting the right milestones?

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

What messaging techniques are effective to build greater trust in AI/ML features of products and solutions?

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