Episode #106 of the Data Center Go-to-Market Podcast features an interview with Matt Bagwell, Deep Green's Chief Marketing Officer and Chief Sustainability Officer.
- Discover how Deep Green integrates marketing and sustainability to create impactful stories.
- Explore the innovative concept of heat reuse in data centers and its tangible benefits.
- Understand the challenges and opportunities in the data center ecosystem across different regions.
- Learn about the importance of community engagement and its role in Deep Green’s mission.
- Gain insights into Matt Bagwell's career journey and his transition into the data center industry.
- Examine the role of storytelling in differentiating Deep Green from competitors.
- Identify the potential of district heating systems and their integration with data centers.
- Hear career advice for young professionals interested in client-facing roles in technology.
- Recognize the impact of AI and technology on modern marketing strategies.
- Appreciate the importance of building long-term strategic partnerships with stakeholders.
Host:
Joshua Feinberg, CEO
DCSMI
Special Guest:
Matt Bagwell, Chief Marketing Officer and Chief Sustainability Officer
Deep Green
Matt Bagwell, Chief Marketing Officer and Chief Sustainability Officer at Deep Green, discusses the company's innovative approach to data centers, which recaptures 98% of heat energy generated by CPUs and GPUs. Deep Green's strategy involves colocating data centers with public spaces like swimming pools and district heating systems, creating a symbiotic relationship. Matt emphasizes the importance of relationship management across various stakeholders, including clients, OEMs, and local communities. The company aims to place 300 megawatts of compute capacity globally by 2026-2027, driven by client demand. Matt also highlights the need for authentic storytelling and community engagement to enhance Deep Green's impact.
Action Items
- Continue building relationships with district heating networks, local councils, and community stakeholders to enable heat reuse projects.
- Organize a series of "TED Talks" style events to engage with the local community and share Deep Green's story.
- Collaborate with universities and schools to inspire the next generation about careers in climate technology.
Outline
Deep Green's Business Model and Relationship Management
- Matt Bagwell explains that Deep Green operates as a double-sided business, managing relationships with heat hosts and clients.
- The company focuses on ESG reporting and generating positive stories from data centers.
- Matt emphasizes the importance of relationship management across various stakeholders.
- The conversation shifts to Matt's role as Chief Marketing Officer and Chief Sustainability Officer at Deep Green.
Matt Bagwell's Career Journey
- Matt discusses his career path, highlighting the accidental and deliberate aspects.
- He has always been involved in marketing, including branding, customer experience, and advertising.
- Matt describes his transition to working in the data center industry, which was initially unexpected.
- He explains how Deep Green's unique storytelling approach differentiates it from other companies.
The Innovative Positioning of Deep Green
- Joshua Feinberg asks Matt about the innovative positioning of Deep Green.
- Matt describes the prototype developed by Mark Bjornsgaard, which recaptures 98% of the heat energy generated by CPUs and GPUs.
- The concept was initially developed by a joint venture with British Gas and scaled to a 50-kilowatt unit.
- The prototype became a powerful story that resonated with the public due to its tangible benefits and common-sense appeal.
Challenges and Opportunities in the Data Center Ecosystem
- Joshua and Matt discuss the challenges and opportunities in the data center ecosystem, particularly in Europe and the US.
- Matt mentions Deep Green's ambition to place 300 megawatts of compute capacity worldwide.
- The conversation touches on the importance of heat reuse and the potential for regulatory conditions to drive adoption.
- Matt emphasizes the dual benefits of heat reuse for cost efficiency and environmental impact.
Marketing and Sustainability Integration
- Joshua and Matt discuss the integration of marketing and sustainability at Deep Green.
- Matt explains the importance of storytelling and building good stories to differentiate Deep Green.
- The conversation highlights the role of community stakeholders and the need for long-term strategic partnerships.
- Matt shares his excitement about Deep Green's recent announcements and future projects.
Career Advice for Young Professionals
- Joshua asks Matt for career advice for young professionals interested in client-facing roles in the data center industry.
- Matt emphasizes the importance of finding interesting stories within the industry and using curiosity to explore opportunities.
- He highlights the significance of working for companies that align with personal values and offer meaningful work.
- Matt shares his own experience of taking career leaps and the importance of not settling.
Community Engagement and Health Benefits
- Joshua and Matt discuss the importance of community engagement and health benefits associated with Deep Green's projects.
- Matt mentions collaborations with organizations like Swim England to increase pool access for underrepresented communities.
- The conversation highlights heat reuse's economic and health benefits in district heating systems.
- Matt emphasizes the need for Deep Green to build stories that resonate with local communities and stakeholders.
Challenges in Data Center Deployment
- Joshua and Matt discuss the challenges in data center deployment, particularly in the UK and Europe.
- Matt explains the tension between centralized and distributed compute strategies and the need for economic zones.
- The conversation touches on the importance of social license to operate and the role of district heating networks.
- Matt expresses optimism about the future of heat reuse and the potential for Deep Green to expand globally.
Future of Marketing and Sustainability at Deep Green
- Joshua asks Matt about the future of marketing and sustainability at Deep Green.
- Matt explains the shift from traditional marketing to relationship management and customer experience.
- The conversation highlights the importance of managing relationships with various stakeholders, including OEMs, MSPs, and local councils.
- Matt emphasizes the need for Deep Green to continue differentiating itself and telling compelling stories.
Impact of AI and Technology on Marketing
- Joshua and Matt discuss the impact of AI and technology on marketing at Deep Green.
- Matt shares his use of AI tools like ChatGPT for research and content generation.
- The conversation highlights the importance of human stories and authenticity in marketing.
- Matt emphasizes the need for Deep Green to continue investing in community projects and local impact initiatives.
Guest Resources
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