Profile
Kevin Garcia

Kevin Garcia

Product Marketing Leader, Anthropic

Content

Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
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
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
3211 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
3006 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderMay 5
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
2865 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
2385 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderMay 5
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
2140 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
1926 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
1915 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
1732 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
1558 Views
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 17
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
1556 Views
Credentials & Highlights
Product Marketing Leader at Anthropic
Top Product Marketing Mentor List
Top 10 Product Marketing Contributor
Lives In San Francisco, California
Knows About Analyst Relations, Release Marketing, Growth Product Marketing, Establishing Product ......more