3: Transforming marketing with 3D spatial data: Insights from Tom Klein, CMO at Matterport

Tom Klein is the Chief Marketing Officer at Matterport. He brings more than 20 years of experience spearheading marketing efforts for some of the world’s leading brands and has a passion for operating at the intersection of marketing and technology. Before Matterport, Tom served as the Global Chief Marketing Officer of Mailchimp, where he led the company’s go-to-market efforts and the brand, product, campaign, and content teams. In 2017, Adweek recognized Tom as one of the 50 Most Indispensable Executives in Marketing, Media, and Tech. Before joining Mailchimp, Tom founded and became CEO of Digital Scientists, a digital marketing and software development firm. He is also the co-author of the book, Enterprise Marketing Management: The New Science of Marketing.   Matterport is a technology company specializing in 3D spatial data and virtual tour solutions. They provide a platform that enables users to digitize physical spaces into immersive, interactive 3D models known as digital twins. These digital replicas are widely used in real estate, construction, retail, and various other industries to improve visualization, design, and communication.  On today’s show, Alan and Tom dive into the world of Matterport and explore the diverse range of customers it serves. They unpack the complexities of Matterport’s go-to-market strategy, which seamlessly integrates an eCommerce platform, professional services, and a robust SaaS offering. The conversation also ventures into the future of property intelligence, shedding light on how these innovative solutions are transforming industries and redefining the way we understand and utilize spatial data.  “It can be very hard to reach the whole planet, but if you reach the people that are really the great communicators and connectors, that’s sort of a leverage point.”  In this episode, you'll learn:  The power of transforming complexities into a seamless experience for the customer  Strategies for marketing to a diverse and dynamic consumer base  What’s next for 3D spatial data technology  Key Highlights:  [02:22] Becoming a pro at refurbishing old houses   [03:31] How refurbishing skills are similar to marketing   [05:10] Journey to Matterport  [07:08] Solutions Matterport provides  [10:55] Data as a part of Matterport solutions  [16:18] How Matterport solutions get out to market  [21:50] What marketing looks like at Matterport  [23:56] Where the technology of Matterport is going  [28:02] An experience from your past that defines you  [30:37] Advice to your younger self  [32:38] A topic that you and other marketers need to learn more about  [35:12] Trends or subcultures others should follow  [37:45] Largest opportunity or threat to marketers today  Resources Mentioned:    Tom Klein   Matterport   Previous Marketing Today episode with Tom as CMO of Mailchimp   Property Marketing   Facilities Management   Design & Construction   Enterprise Marketing Management: The New Science of Marketing (2003 book by Tom)   Follow the podcast:    Listen on iTunes (link: http://apple.co/2dbdAhV)    Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa)    Listen on Spotify (Link: http://spoti.fi/2mCUGnC)    Connect with the Guest:    https://www.linkedin.com/in/tklein/   https://x.com/tomklein    https://x.com/Matterport   https://www.instagram.com/matterportmedia    Connect with Alan Hart, and Deloitte Digital:    Alan on X  Alan on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on Youtube  Deloitte Digital on Threads    Post-Production Credits:   Integrity Media Solutions LLC