All In: A Year of Rocketship Growth with Matterport CMO Robin Daniels

This episode features an interview with Robin Daniels, CMO of Matterport. Robin has built an impressive two-decade career at industry-defining tech companies across the US and Europe, previously serving as CMO of WeWork and in leadership positions at LinkedIn, Salesforce, and Box. He joined Matterport in early 2020 to lead worldwide marketing strategy at a time of rapid growth for the company. 

On this episode, Robin shares how his “go all in or don’t go at all” mindset helped lead Matterport to rocketship growth in 2020 and which strategies, channels, and tactics he’s doubling down on for 2021.

Key Takeaways

• When it comes to campaigns and launches, go all in or don’t go at all. Going halfway is a recipe for regret
• Nobody can tell the story of what’s possible with a product better than your customers. Invest in figuring out the right stories and promoting them across the right channels
• Remember that a marketing career is supposed to be fun! It’s not always going to be easy, but it should always be an adventure.

Quotes

“I'm very much of the mindset that if you're going to do something, you go all in or you don't go at all. I'm not a big fan of half-assing campaigns or launches. I've done a few in my career, and I always regret it.”

“Customer stories is something I've been trying to invest in heavily…Nobody tells a story of what's possible with Matterport better than our customers. Investing in figuring out the right customer stories, promoting them across all our different channels, getting them into the press, getting them into media is really, really important for us, but it takes investment.”

“The website for us is so key, and we've put a lot of effort into it…To me, the website is where it all starts. This is the first impression that anybody's going to get. Especially with something like Matterport, the first thing you see has to be so appealing that you want to know more”

“One of my pieces of advice to people who want to come into a new role or want to be a CMO: Don’t reuse the old playbook. You’ve got to try new things…Experiment like crazy. It’s great if you have some learnings and some ideas of what you want to do. But if you have a playbook, honestly, it’s probably outdated already. Try new platforms, try new messaging. Test, measure, learn, improve, that’s the way forward.”

“I have an opportunity here to really change the storytelling game and the demand game, because we can show up in ways on these platforms–through our visual storytelling–that no other platform can. In other companies, it’s always ‘imagine this.’ I don't have to imagine with Matterport, I just show. I always want to show the product.”

 

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Links

Follow Ian on Twitter

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