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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
Episode 2616th August 2023 • Women in B2B Marketing • Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
00:00:00 00:47:48

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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

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Guest: Emily Popson -

Host: Jane Serra -





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