Content, Briefly

Episode 63 - ClickUp: Amrita Mathur on turning freemium users into paying customers.

Jimmy Daly
July 1, 2024

You can subscribe and listen to all episodes of "Content, Briefly" on Apple Podcasts, Spotify, or your favorite podcast app.

In this episode of Content Briefly, we’ve interviewed Amrita Mathur, VP, of Marketing at ClickUp and discussed strategies for converting their 70,000 freemium users into paying customers, the crucial role of content in driving these conversions, the complexities of navigating a large pool of freemium leads and more.

This episode is brought to you by our friends at Animalz.



00:00 Intro

01:53 Who is Amrita Mathur?

05:59 Figuring out who’s who inside a large ‘freemium’ leads pool.

07:30 Prioritizing marketing efforts into three buckets.

12:19 Challenge in working through 70,000 free sign-ups and getting value out of that.

16:07 Hard-to-ignore importance of content in all marketing efforts.

19:59 Four types of content teams at ClickUp.

23:45 Understanding the target audience’s pain points to create effective campaigns.

27:36 Learn more about Amrita and ClickUp and get in touch.

28:48 Outro


Useful Links:


Amrita on LinkedIn:

Amrita on Twitter:


Stay Tuned:

► Website:

► YouTube:

► LinkedIn:

► Twitter:


Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

Content, Briefly is produced by our friends at Minuttia.

Cookie Consent

By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.