Content, Briefly 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.
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Marketing Buckets
- Prioritize marketing efforts into three buckets: mass marketing, targeted content, and account-based marketing (ABM).
- Mass marketing aims for broad reach, targeted content focuses on specific ICPs, and ABM tailors strategies for individual accounts.
Freemium Challenge
- ClickUp's 70,000 monthly freemium signups present a unique challenge.
- While impressive, converting these free users to paid customers requires distinct strategies, differing from traditional marketing.
PLG Content Economics
- Content marketing for product-led growth (PLG) companies is challenging due to mismatched unit economics.
- While content remains crucial, balancing efficient marketing with a potentially low average contract value requires careful consideration.