Episode 26

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Published on:

16th Aug 2023

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/

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About the Podcast

Women in B2B Marketing
A biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

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Jane Serra