shbarebird
Angus Maclaurin

Angus Maclaurin

Director of Product Marketing, Bill.com
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...more

Content

Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
What is your process for collecting user feedback? Do you use ever use NPS or any other survey style?
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:...more
4 Saves
Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
How can I get into product marketing from my current technical sales/enablement role?
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 ...more
4 Saves
Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
How do you measure the contribution of Product Marketing to the growth result?
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 ...more
18 Saves
Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?
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...more
7 Saves
Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
What is your 30-60-90 day plan when you go into an org with the intention of setting up PMM function for the first time?
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...more
12 Saves
Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
Product Marketing is often a very flat team, with very little hierarchy (except at larger companies) how do you prepare yourself to become a Director and manage a team, without any experience managing anyone previously?
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...more
6 Saves
Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
When thinking about adding new talent to your team - how do you structure focus areas? Customer lifecycle stage? Persona? Areas of the product? Functional expertise?
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 ...more
11 Saves
Angus Maclaurin
Angus Maclaurin
Director of Product Marketing
What do you consider to be the stages of the product marketing cycle?
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...more
21 Saves
Credentials & Highlights
Director of Product Marketing at Bill.com
Product Marketing AMA Contributor
Establishing Product Marketing
Lives In Oakland, California
Contact ・ Terms ・ Privacy ・ © Sharebird, Inc 2022