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 marketingThe integration of demand gen, web strategy, and customer marketing at CallRailThe importance of understanding UX & incorporating personalizationCollaboration and communication between teamsIcebreaker activities and personal connectionsEmily's passion for product-led growth (PLG)What makes PLG work best (product and marketing collaboration ftw!)Exposing users to premium featuresThe significance of trust-building channels and tactics in marketing campaignsCreating Capacity with AI<br/>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/