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.