Profile
Angus Maclaurin

Angus Maclaurin

Director of Product Marketing, BILL
About
I am a consumer-driven technology marketer focused on finding product/market fit for innovative products. I have traveled to over 40 countries, studied anthropology, spent 4 years in analytics, and led user research for new products. I bring that ...more

Content

Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
Product Marketing plays a critical role in launching products, but it is harder to measure. This question can come up frequently in performance reviews and setting OKRs for the coming year. Product Marketing owns several key areas of product launch - from defining customer needs and key features ...Read More
5722 Views
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
My experience in PMM has often been defined more by organizational structure and openness more than a type of product. The three biggest factors I’ve seen that impact product marketing’s role in an organization are the following: Reporting structure: Where does PMM report to? To the CEO, the CMO...Read More
2166 Views
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
In the ideal state, I consider Product Marketing to have 5 stages starting from market insights. 1. Understand the Market: outline the potential opportunity and existing competition 2. Define Personas and Needs: define the core customer, their needs, and their current solution 3. Deve...Read More
1283 Views
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
I’ve come in as the first PMM at several companies. My experience has been different every time, and I’ve learned a few hard lessons on rushing in too quickly. A large chunk of the first 90 days centers around education and getting quick wins. 30 days: Understand Figure out who does what. If yo...Read More
627 Views
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
First off, I would say that Product Marketing is in demand in the market and the most critical skill set is a passion for understanding the customer and crafting messaging. If you can show a deep empathy for customers and research how a product actually matches a specific customer need, then you ...Read More
561 Views
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
PMMs are often tied to specific products more than lifecycle stages. In general we aim for a 3:1 PMM to PM ratio - meaning the PMM needs to have deep knowledge about each of those products, market needs, and personas. They should be the expert in a product from end to end. It’s not ideal if a PM ...Read More
525 Views
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
I use every resource I can to gather customer and user feedback, both internally and externally. First and foremost, I always prioritize talking directly to customers. Make time for customer conversations every month at a minimum. In addition, I leverage many of the following sources of feedback:...Read More
512 Views
Angus Maclaurin
Angus Maclaurin
BILL Director of Product MarketingFebruary 2
I’ve been a one person PMM-team several times in the last decade and encountered the same challenges. More of my management experience comes from my analytics and innovation roles in the past. I'd recommend that you find ways to onboard people or be a mentor or teacher to others. A chunk of these...Read More
425 Views
Credentials & Highlights
Director of Product Marketing at BILL
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Oakland, California
Knows About Growth Product Marketing, Establishing Product Marketing, Industry Product Marketing,...more