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

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/