How to Borrow Ideas Like a Marketer with Morgan Norman, CMO of Dialpad
This episode features an interview with Morgan Norman, CMO of Dialpad, a billion-dollar cloud-based business phone system that turns conversations into opportunities. Prior to Dialpad, Morgan was the Global VP of Corporate, Brand, and Growth Marketing at RingCentral, and has held executive roles at Copper, Zuora, NetSuite, and Microsoft. On this episode, Morgan reveals some of the challenges of marketing artificial intelligence products, how he and his team generate new marketing ideas, and why it’s important to take cues from B2C marketing and implement them for B2B.
Pipeline Visionaries · Ian Faison, Morgan Norman
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Show Notes
Key Takeaways
- As a marketer, you’re here to borrow, remix, and be unique — not to steal.
- Demand gen is more than numbers and metrics. Without engaging storytelling, you’re destined to fail.
- All CMOs should have open dialogue with their CEOs. If you’re not willing/able to share your rawest ideas, you’re both in trouble.
Quote
“As a marketer, we're always borrowing, cheating, stealing from everyone out there in the market. And I think that's good and bad. You can use the pattern from someone else, but the bad part is you're also not always coming up with your own unique ideas. And if you're a marketer, you're a pretty bad-ass creative person. In general, that's why you're here. That's why the world puts you there.”
Episode Timestamps:
*(4:15) - The Trust Tree - Morgan’s demand gen strategy
*(6:20) - How marketing and demand fit into sales
*(8:06) - The Playbook - Morgan’s Uncuttable Budget Items
*(9:40) - Paid Google spend
*(12:50) - Why great marketers are always borrowing
*(15:50) - Planting the seed in consumers' minds
*(18:10) - What Morgan’s investing in from a creative standpoint
*(23:48) - Taking cues from B2C to implement to B2B
*(28:17) - How to think about personalization
*(34:00) - The Dust Up
*(37:05) - Morgan’s favorite campaign
*(38:40) - The challenge of marketing A.I.
*(43:25) - How to view your website
*(44: 25) - Quick Hits
Sponsor
Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links
Connect with Morgan on LinkedIn
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