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Going To Market – Case – Brightcove: Personas in Practice By Jeff Whatcott, CMO

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Personas are an incredibly powerful aspect of any go-to-market strategy. The following presentation describes how we rely on personas at Brightcove to drive our campaign planning process.

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Going To Market – Case – Brightcove: Personas in Practice By Jeff Whatcott, CMO

  1. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi 1 #innovationlab @mjskok #startupsecrets www.mjskok.com START UP SECRETS MICHAEL J SKOK An insider’s guide to unfair competitive advantage Hi Harvard innovation lab Going to Market (GTM) twitter: @mjskok mjskok.com North Bridge Venture Partners Case Example: Personas at Brightcove Jeff Whatcott, CMO
  2. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi 2 #innovationlab @mjskok #startupsecrets www.mjskok.com For context and more information: • The entire “Going to Market” presentation can be found here.
  3. Personas in Practice at Brightcove JEFF WHATCOTT FEBRUARY 2014
  4. Campaign Planning 101 Segments •Where? Personas •Who? Problems •Pain?
  5. Campaign Planning Messages • Value Prop Content • Ideas • Data • Commentary Programs • Awareness • Lead Gen • Nurture Systems • Analytics • Lead Mgmt. • Models
  6. Fewer, Bigger Campaigns Digital Media Solutions Digital Marketing Solutions Web Developers Video Cloud Volume 6 Digital Media Solutions for Television Digital Marketing $10K+ 2013 Campaigns 2014 Campaigns
  7. Brightcove Customers Worldwide Massive Industry Disruption Massive Industry Disruption
  8. Pablo Chief Digital Officer, EVP / SVP Digital, GM of Digital - Owns the digital P&L, Advertising, Sponsorship Sam Senior Technologist – Owns Technology/Infrastructure Personas for the Digital Media – TV Segment
  9. BRIGHTCOVE FOR
  10. Personas for the Digital Marketing $10K+ Segment Belinda VP / SR Dir of Digital Marketing Hans Digital Marketing Manager 2013 NA SALs
  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. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi 13 #innovationlab @mjskok #startupsecrets www.mjskok.com For context and more information: • The entire “Going to Market” presentation can be found here.
  13. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi 14 #innovationlab @mjskok #startupsecrets www.mjskok.com START UP SECRETS MICHAEL J SKOK An insider’s guide to unfair competitive advantage Hi Harvard innovation lab Going to Market twitter: @mjskok mjskok.com North Bridge Venture Partners

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