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ClickUp: Amrita Mathur on turning freemium users into paying customers.
Jul 1, 2024
Amrita Mathur, VP of Marketing at ClickUp, shares her expertise in transforming freemium users into paying customers. She discusses the challenges of managing 70,000 freemium leads and the essential role of content in driving conversions. Amrita emphasizes the importance of understanding target audience pain points and tailoring marketing strategies into focused buckets. Additionally, she reveals how collaboration across various teams at ClickUp fosters a successful content creation process, ultimately enhancing user engagement and product quality.
29:15
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Quick takeaways
- Amrita Mathur emphasizes the importance of identifying specific pain points and tailoring content strategies to convert freemium users into paying customers.
- The podcast highlights the necessity of a multi-faceted marketing approach to engage different Ideal Customer Profiles effectively in a competitive landscape.
Deep dives
The Role of Project Managers in Companies
Project managers often face disdain from team members as they are typically involved in enforcing deadlines, conducting stand-ups, and requesting updates on ongoing projects. This common sentiment across various organizations led to a content strategy aimed at humorously addressing the frustrations associated with project managers. By creating engaging content that resonates with employees' experiences, the strategy seeks to connect with audiences who share the same frustrations, elevating ClickUp as a preferred solution. This approach emphasizes the importance of identifying pain points in the target audience to create relatable and effective marketing messages.
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