In this episode of Women in B2B Marketing, Jane Serra interviews Emily Popson, Senior Director of Demand Generation and Customer Marketing at CallRail.
Emily discusses the importance of cross-functional collaboration and building empathy among teams. She also talks about conversion optimization, product-led growth (PLG), and strategies for optimizing the onboarding process. Emily emphasizes the significance of data-driven decision-making and the use of AI-powered tools in marketing.
Jane and Emily talk through:
- Emily's journey from studying law to a career in marketing
- The integration of demand gen, web strategy, and customer marketing at CallRail
- The importance of understanding UX & incorporating personalization
- Collaboration and communication between teams
- Icebreaker activities and personal connections
- Emily's passion for product-led growth (PLG)
- What makes PLG work best (product and marketing collaboration ftw!)
- Exposing users to premium features
- The significance of trust-building channels and tactics in marketing campaigns
- Creating Capacity with AI
Key Links:
Guest: Emily Popson - https://www.linkedin.com/in/emilypopson/)
Host: Jane Serra - https://www.linkedin.com/in/janeserra/ )
CallRail: https://www.callrail.com/)
