Emily Popson brings over 15 years of experience in SaaS companies and growth marketing, which she leverages in her current role as Vice President of Growth Marketing at CallRail. Her journey into the marketing world has been fueled by her passion for supporting small business owners, something she deeply understands from her own experience as a small business owner. This extensive background has prepared her well for leading CallRail’s Growth Marketing team, where she oversees critical functions such as Content & Copy, Website Strategy & Production, Demand Generation, and Customer Marketing. Each of these teams plays a vital role in driving revenue growth by attracting, converting, and expanding customer bases at various stages of their journey.
Professional Journey and Motivation
Emily Popson’s professional journey spans over a decade and a half, with a focus on SaaS companies and growth marketing. This trajectory showcases her deep-rooted passion for supporting small business owners, a sentiment born from her own experiences as a small business owner. This personal connection significantly influenced her decision to join CallRail, where she could leverage her expertise to make a meaningful impact.
Role and Responsibilities
As the Vice President of Growth Marketing at CallRail, Popson leads a diverse team responsible for various crucial functions. Her oversight includes the Content & Copy team, which focuses on creating impactful content throughout the buyer’s journey, leveraging AI strategically. The Website Strategy & Production team aims to enhance user experience, improve SEO performance, and optimize conversion rates. The Demand Generation team’s goal is to increase brand awareness, generate quality trials, and maintain efficient marketing acquisition costs. Meanwhile, the Customer Marketing team focuses on driving customer engagement, fostering product adoption, and achieving cross-sell and upsell targets.
Strategic Approach
Popson’s approach to marketing is both comprehensive and strategy-driven. She ensures that each function under her supervision works towards specific goals. For instance, her Content & Copy team creates targeted content at various stages of the buyer’s journey while using AI for strategic insights. The Website Strategy & Production team aims to enhance user experience, boost SEO performance, and improve conversion rates. The Demand Generation team focuses on raising brand awareness, generating quality trials, and maintaining efficient marketing acquisition costs. Additionally, the Customer Marketing team drives customer engagement, product adoption, and achieves cross-sell and upsell targets.
Industry Evolution
Popson has observed significant shifts in the marketing landscape, particularly with the advent of new channels and tactics. She notes the rise of Connected TV and influencer marketing, along with enhanced customer engagement capabilities through social media and direct interaction tools. These changes underscore the importance of staying adaptable and leveraging the latest marketing innovations to maintain a competitive edge.
Data and AI Utilization
Data and AI have had a transformative impact on marketing, as emphasized by Popson. By combining self-reported attribution with software-based attribution, marketers can gain a more comprehensive understanding of customer journeys, thus addressing the limitations of relying on a single method. Popson highlights the importance of AI in personalization and efficiency, while cautioning against the pitfalls of getting distracted by the latest technology trends without considering their strategic value.
AI in CallRail’s Products
CallRail leverages AI to derive deeper insights from customer conversations, enhancing call tracking and attribution capabilities. One notable example is the early adoption of AI-powered Conversation Intelligence to understand and optimize customer interactions. Additionally, the AI-powered Self-Reported Attribution (SRA) merges user-reported data with software-based data to provide clearer marketing insights. The Convert Assist tool further utilizes AI to qualify, score, and facilitate follow-ups with leads, ensuring consistent customer engagement.
Overarching Trends
Popson believes that the marketing industry is increasingly embracing data-driven, personalized, and AI-powered strategies. These technologies are invaluable in understanding customer behavior and optimizing marketing efforts. However, a critical need exists for integrated systems to prevent the inefficiencies of siloed technologies. The shift towards more unified, data-driven strategies is a consensus viewpoint in the industry, reflecting a broader trend in the evolution of marketing practices.
Conclusion
Emily Popson boasts over 15 years of experience in SaaS companies and growth marketing, which she expertly applies in her role as Vice President of Growth Marketing at CallRail. Her drive to enter the marketing arena stems from her passion for aiding small business owners—a perspective she intimately understands from her own entrepreneurial ventures. This rich experience has uniquely positioned her to lead CallRail’s Growth Marketing team effectively. At CallRail, she oversees crucial departments like Content & Copy, Website Strategy & Production, Demand Generation, and Customer Marketing. Each of these teams plays a pivotal role in driving revenue growth by attracting, converting, and nurturing customer relationships through different stages of their journey. By synthesizing her in-depth knowledge and hands-on experience, Emily ensures these teams work seamlessly together to boost customer acquisition and retention, ultimately contributing to the company’s success and expansion in a competitive market.
