The Interview Series
Robin Daniels, is the CMO of Matterport, an industry leader in immersive 3D technology. His previous experience includes companies like LinkedIn, SalesForce, WeWork and Box.
Top three things for successful brand positioning?
- Clarity of vision
- Consistency in execution.
- Time and patience to let it grow.
Your thoughts as a CMO on the current state of creative in B2B?
We are living through a renaissance in B2B marketing right now. Many people like to put down B2B, but you see some great examples out there from Asana, Slack, Gong, you name it. Companies are willing to try new things, be bold, be human, and be more consumer like in their messaging to drive home the emotional resonance.
Favorite brand, and why?
B2B: I really love what Gong is doing and Udi is a great CMO who is working hard to make the brand come alive through the power of employee activation.
B2C: I’m a big fan of Saysky, a clothing brand for runners. Their marketing is kind of hardcore and aimed at the running tribe. They are not confused about who they are targeting.
What advice would you give to marketers working with creatives and vice versa?
For marketers: Explain what your vision is and then let the creatives do their magic to realize it.
For creatives: Understand what the marketing team is looking for and the audience they are trying to reach.
Future of work: remote or office?
Bonus question: Favorite color, and why?
It’s the color of the sky, it’s optimistic, happy, hopeful. Nobody looks at the sky and gets angry.