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/

26: The Roles of Product and Marketing in a Product-Led Growth (PLG) GTM Motion - with Emily Popson, Senior Director of Demand Generation and Customer Marketing at CallRail 47:48 Share

Women in B2B Marketing

Shownotes Transcript

26: The Roles of Product and Marketing in a Product-Led Growth (PLG) GTM Motion - with Emily Popson, Senior Director of Demand Generation and Customer Marketing at CallRail