How to Borrow Ideas Like a Marketer with Morgan Norman, CMO of Dialpad
Play • 49 min

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.


“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


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