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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
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Content provided by Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing., Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies, and International Outsourcing.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing., Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies, and International Outsourcing. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ro.player.fm/legal.
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/
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