Kevin Garcia

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: Who are they? (homepage, fundraise announcements, careers page descriptions) What do they do? (docs, G2, TrustRadius, Twitter, support forums, YouTube videos) Who are they solving for? (main nav website, titles on G2/TrustRadius, blog posts) How big/interesting is that market? (industry site ...Read More

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: Substance - You show that you're qualified for the role and would add value to the team/business Style - You show that you're a great communicator and are someone that the team wants to work with I think there is A LOT of high-level advice for both that ...Read More

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? Use case-level: What problems do you solve? Buyer-level: How do you deliver value to a specific buyer (e.g. CMO)? Capability-level: How do you enable the buyer to get that value? In every case, you will never reg ...Read More

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 people want? After rigorous research, we discovered that the most relevant enterprises for Segment are those that are doubling down on digital experiences (new apps, new experiences, often called "Digital T ...Read More

I've mentioned this framework in other answers, but I believe that great product marketers are great researchers, storytellers, and project managers. A standout product marketing portfolio would include work that helps you cover these critical bases. I've added below some examples of things that could help you stand out in each area. Research: A summary of a research project you ran and how the insights were used An example of a research question + interview questions you used in customer calls ...Read More

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 how clever or well-written, will resonate with every audience. The act of trying to make it work for every buyer persona, every company size, and every industry eventually leads to generic messaging that mig ...Read More

I've seen this play out a few different ways: PMM owns content, Design owns design/dev, Marketing ops owns analytics/reporting PMM owns content, Web team owns design/dev/project management/analytics/reporting Brand owns content, PMM assists, and other teams own other things I'll start off with a few lessons learned: If you try to be the gatekeeper of the website, you will eventually become the bottleneck of the website Not all web pages are the same, and some are just not worth your time and ene ...Read More

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 around you The top pain(s) your audience feels The top use cases your company solves If you work for a mobile attribution company, your product might change every day. But the growing number of digital touchpoints ...Read More

This will depend heavily on the kind of product you are interviewing to market. The more technical the product, the more "technical" questions you might get. Even so, you should be 100% prepared to: Talk about what their product does (use cases) Talk about who their product is for (audience) Understand that context their product lives in (market + technical specs) You should know these things regardless of whether they're being asked in an interview. These are all important to know before signin ...Read More