Dialpad’s Morgan Norman: Reducing Cognitive Load and Enhancing Delight in PLG

Episode notes

This episode features an interview with Morgan Norman, Chief Marketing Officer at Dialpad. Previously, Morgan was a marketing executive at Copper, Zuora, NetSuite, and Microsoft. He has spent his career marketing for both startups to scale-ups and has helped companies grow to more than $1 billion in revenue. In this episode, Kailey sits down with Morgan to discuss the importance of onboarding, product-led growth models, and marketing AI products in a saturated market. - Key Takeaways: Getting users to adopt AI is all about presenting them with features that work best for them. Instead of throwing all of the features at them, educate them on a few options that are interesting to them and will help their business thrive. When a user is moving to a PLG model, it’s important to consider their cognitive load. In order to avoid overwhelming them, scale back the number of questions you’re asking them and the number of decisions you’re wanting them to make. Then, confirm with the user that they feel confident and successful in the choices they’ve made. When users are onboarding, you have to balance when to engage with them and when to let them learn the product on their own.

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