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Bob Garcia

B2B SaaS GTM & Product Marketing Expert

Bob Garcia is an experienced marketing executive currently serving as the Head of Product Marketing at Act-On Software, Inc. and as an Advisor for Align Software.1 He has over 20 years of experience in SaaS, helping B2B and B2C companies grow. His expertise spans various areas including email, analytics, optimization, mobile messaging, and customer data platforms.1

Garcia's career highlights include:

  • Co-founding and creating "How to Pay for College"1
  • Serving as Director of Account Management & Customer Success at Lytics1
  • Working in Product Marketing at Momentive-AI (formerly SurveyMonkey)1
  • Holding positions as VP of Product Marketing & Business Development at Leanplum and Director of Product Marketing at Urban Airship1

He has a strong background in go-to-market strategies, positioning, competitive differentiation, and sales enablement. Garcia is particularly focused on helping early-stage venture-backed companies improve their positioning and scale their growth.1

Garcia holds a BA in Economics from the University of Michigan and has completed numerous professional certifications in areas such as unconscious bias, leadership, and communication.1

Highlights

Jul 3 · linkedin

Here's a summary of the market situation that's got me so excited to partner with Dan Sperring and the AlignICP team on our mission to help CMOs unlock ABM success with data-driven ICPs. Reach out to learn how we can help you and your team!

These are truly unprecedented and challenging times for B2B SaaS companies, particularly for the marketing organizations tasked with brand building, go-to-market efforts, and demand generation. The current landscape presents brutal realities that demand immediate attention and radical changes to go-to-market approaches: o. Buyer groups are spending only 17% of their buying cycles meeting with vendors (Gartner). o. B2B SaaS customer acquisition cost payback periods are approaching three years.  o. The depreciation of 3rd party cookies has compromised attribution tracking and marketing ROI measurement.  o. Gen AI makes content creation almost free, but B2B buyers (66% and ⬆️) want personalized experiences.  o. The shift from MQL-focused demand gen to MQA-obsessed ABM requires new approaches and upskilling.

Combine those market headwinds with the challenges CMOs face within their organizations, and we're living through super challenging times for CMOs. CMOs have had to shift too much of their time focusing on playing defense (budgets, resources, proving lift/ROI, value of ABM, tense pipeline meetings, etc.), compromising their time on market/customer research and strategy to a side hustle. We see a path to helping CMOs regain their strategic focus by unlocking their customer data to help bring objectivity and a data-driven platform to their companies on which more effective go-to-market strategies can be born.

As seasoned B2B GTM professionals, we're on a mission to help companies unlock their customer data to improve their ABM marketing execution and GTM alignment. Reach out to learn how we can help!

#marketingishard #cmo #abm #ICP #idealcustomerprofiles #gtm

Related Questions

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Bob Garcia
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Location

Portland, Oregon Metropolitan Area