Hi

Hi

Harvard innovation lab :

Michael J Skok :

Harvard innovation lab
#innovationlab

@mjskok

Startup Secrets :
#sta...
Hi

Harvard innovation lab :
#innovationlab

Michael J Skok :
@mjskok

Startup Secrets :
#startupsecrets

Go To Market
www...
Personas in Practice at Brightcove
JEFF WHATCOTT
FEBRUARY 2014
Campaign Planning

Messages
• Value Prop

Content
• Ideas
• Data
• Commentary

Programs
• Awareness
• Lead Gen
• Nurture

...
Fewer, Bigger Campaigns
2013 Campaigns

Digital
Media
Solutions

Digital
Marketing
Solutions

Web
Developers

Video Cloud
...
Brightcove Customers Worldwide

Massive
Industry
Disruption

Massive
Industry
Disruption
Personas for the Digital Media – TV Segment

Pablo
Chief Digital Officer, EVP / SVP Digital, GM
of Digital - Owns the digi...
BRIGHTCOVE FOR
Personas for the Digital Marketing $10K+ Segment

2013
NA
SALs

Belinda

Hans

VP / SR Dir of Digital Marketing

Digital M...
Having Fun With Personas
Inbound Marketing / Content Marketing / Lead Nurturing
Need to produce a steady stream of fresh c...
Hi

Harvard innovation lab :
#innovationlab

Michael J Skok :
@mjskok

Startup Secrets :
#startupsecrets

Go To Market
www...
Hi

Hi

Harvard innovation lab :

Harvard innovation lab
#innovationlab

Michael J Skok :
@mjskok

Startup Secrets :
#star...
Startup Secrets: Personas in practice at Brightcove
Startup Secrets: Personas in practice at Brightcove
Upcoming SlideShare
Loading in...5
×

Startup Secrets: Personas in practice at Brightcove

1,219

Published on

Introduction:
Jeff Whatcott recently presented at our GTM Session at the Harvard i Lab

- See more Startup Secrets on Go To Market at: http://www.mjskok.com/resources/going-to-market-gtm

This is a follow up post to that event, answering many questions we've had regarding Personas. For example Jeff talks about how they thought about Digital Media and the TV segment and some specific Personas Brightcove targets. He goes on to talk about how they go after the audience groups at each stage of their sales cycle. In their case:-

Awareness
Consideration
Purchase
Loyalty

He also shares some of the practical realities of content production that come from this and futher how Brightcove reaches and tracks their leads. Finally he covers how to make this programmatic, including retargeting.

This presentation answers many crucial questions about personas, including:
 What are the core elements of a persona?
 What’s the difference between a decision-maker and a user?
 How do personas affect message and content development?
 What is the right number of personas to have?
 How can you put personas in to practice at the top of the funnel and middle of the funnel?

- See more at: http://www.mjskok.com/resource/personas-practice-brightcove


Published in: Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,219
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide
  • Hello and welcome to the Brightcove theatreToday we’ll be talking about one of the most critical topics facing broadcasters today – Maximizing the Value of Video on Every Screen
  • Startup Secrets: Personas in practice at Brightcove

    1. 1. Hi Hi Harvard innovation lab : Michael J Skok : Harvard innovation lab #innovationlab @mjskok Startup Secrets : #startupsecrets Go To Market www.mjskok.com START UP SECRETS An Case Example: Personas at Brightcove Jeff unfair CMO insider’s guide toWhatcott,competitive advantage Going to Market (GTM) MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
    2. 2. Hi Harvard innovation lab : #innovationlab Michael J Skok : @mjskok Startup Secrets : #startupsecrets Go To Market www.mjskok.com For context and more information: • The entire “Going to Market” presentation can be found here. 2
    3. 3. Personas in Practice at Brightcove JEFF WHATCOTT FEBRUARY 2014
    4. 4. Campaign Planning 101 Segments • Where? Personas • Who? Problems • Pain?
    5. 5. Campaign Planning Messages • Value Prop Content • Ideas • Data • Commentary Programs • Awareness • Lead Gen • Nurture Systems • Analytics • Lead Mgmt. • Models
    6. 6. Fewer, Bigger Campaigns 2013 Campaigns Digital Media Solutions Digital Marketing Solutions Web Developers Video Cloud Volume 6 2014 Campaigns Digital Media Solutions for Television Digital Marketing $10K+
    7. 7. Brightcove Customers Worldwide Massive Industry Disruption Massive Industry Disruption
    8. 8. Personas for the Digital Media – TV Segment Pablo Chief Digital Officer, EVP / SVP Digital, GM of Digital - Owns the digital P&L, Advertising, Sponsorship Sam Senior Technologist – Owns Technology/Infrastructure
    9. 9. BRIGHTCOVE FOR
    10. 10. Personas for the Digital Marketing $10K+ Segment 2013 NA SALs Belinda Hans VP / SR Dir of Digital Marketing Digital Marketing Manager
    11. 11. Having Fun With Personas Inbound Marketing / Content Marketing / Lead Nurturing Need to produce a steady stream of fresh content appropriate to each funnel stage for each persona 2 segments * 2 personas = 4 discrete audience groups Daily content for AWARENESS stage = 20 new content deliverables/mo. * 4 audiences = 80 deliverables/mo. Biweekly content for CONSIDERATION stage = 2 new deliverables/mo. * 4 audiences = 8 deliverables/mo. Monthly content for PURCHASE stage = 4 deliverables/mo. Monthly content for LOYALTY stage = 4 deliverables/mo. 96 new content deliverables per month Programmatic Segmentation / Persona Identification for Leads Use data enrichment and cleansing tools to get clean and complete data Write heuristics in your marketing automation tools to classify leads and their buying stage Configure lead routing and nurturing programs to send the right content at the right time to the right people Programmatic Retargeting Set cookies for site visitors based on segment / persona-specific content consumption Follow visitors to other sites with banner ads that have segment / person-specific messaging 12
    12. 12. Hi Harvard innovation lab : #innovationlab Michael J Skok : @mjskok Startup Secrets : #startupsecrets Go To Market www.mjskok.com For context and more information: • The entire “Going to Market” presentation can be found here. 13
    13. 13. Hi Hi Harvard innovation lab : Harvard innovation lab #innovationlab Michael J Skok : @mjskok Startup Secrets : #startupsecrets Go To Market www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Going to Market MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 14

    ×