Leveraging Personalization to Get Results

•

1 like•1,956 views

Brightcove provides an online video platform and has transitioned to a more personalized account-based marketing (ABM) approach. They segment customers and prospects, run targeted multi-channel campaigns including ads, emails, events, and content. Campaigns are tested and optimized. Personalized campaigns for specific accounts have generated new business opportunities. Analytics and sales integration help measure campaign effectiveness.

Brightcove Inc.
ABM in the Real World:
Leveraging Personalization To
Get Results
Chris Bondhus, Senior Director Demand Generation | @cbondhus
Rose Morabito, Digital Campaign Manager | @RoseMorabito_BC

Brightcove Inc.
AGENDA
• WHO IS BRIGHTCOVE
• ABM SEGMENTATION
• ABM CAMPAIGNS
• PERSONALIZATION EXAMPLES
• REPORTING

Brightcove Inc.
LEADER BY ANY MEASURE
“A leader in Online Video
Platforms for Sales &
Marketing”
Forrester
“A Leader in Gartner’s
Magic Quadrant for
Enterprise Video Content
Management”
Gartner
“Best Places to Work”
Glassdoor
“Top Places to Work”
Boston Globe
Customers in over 70 countries
4500+
Streams delivered per month
1.3 B
Player loads per hour
7.6 mm
Video views per hour
1.7 mm
4
Audience Choice –
Best Marketing
Technology
2016 Marketing
Leadership Award for
Global Online Video
Platforms

Brightcove Inc. 6
Cut to The Chase…
THEN NOW
100% Inbound Hybrid
One-Size-Fits-All Personalized
Lite Customer Marketing Dedicated Effort
Reactive Pursuit Proactive Pursuit
Fragmented Aligned
0% of Pipeline 25% of Q2 Deals; 60% of Bookings

Brightcove Inc.
● Segmentation
• Customers vs Prospects
• Territories
• Industries
• Specialty Segments
• Competitor Accounts
● Creative/Campaigns
• Advertisements
• Social Campaigns
• Direct Mail
● Reporting
• Google Analytics
Key Elements of ABM Personalization

8
Google SEM Competitor LP
Last 7 Days
In Practice

Brightcove Inc. 10
Multi-Channel ABM Campaigns
Email Blast Nurture
Streams
SDR/Sales
Email Blast
SDR/Sales Call
Blitz
AM/AD Email
Blast
AM/AD Call
Blast
Social
Advertising
Display
Advertising
Retargeting Events Website Webinar / Video
Executive
Briefings
In Product
Messaging
Content
Syndication

Brightcove Inc.
ABM Advertising
● Premium Accounts
● Two-Touch Campaigns
● A/B Testing

Brightcove Inc. 12
Customer Touch 1 Ads and LP
BannerABannerB

Brightcove Inc. 13
Customer Touch 2 Ads and LP

Brightcove Inc. 14
Prospect Touch 1 Ads and LP
Banner
A
Banner
B

Brightcove Inc. 15
Prospect Touch 2 Ad and LPs
BannerABannerB

Brightcove Inc.
Advertising Results
Campaign Net New Companies Lifted %
Customers 193 78%
Prospects 241 83%
Franchise 20 77%

Brightcove Inc.
ABM ADVERTISING RESULTS
1H 2017
Impressions 10,762,439
Companies
Targeted
374
Clicks 4,015
CTR .06%
Page Views 10,000

Brightcove Inc.
• Target Accounts Only
• Events Targeting
• FB Demographics Profiles
Video and ABM on Social

Brightcove Inc.
ABM Facebook Campaign Results

Brightcove Inc. 23
Meet your AM Email
• Open Rate: 224%
• Unique Open Rate: 38%
• CTR: 16%
• Click to Open: 20%

Brightcove Inc. 24
• 56 Second Video
• Warms the relationship
• Adds personality to a name
• Avg Time Spent on Page 8:27 Minutes
• Avg Engagement Rate Over 80%
Landing Page: Meet your AM

Brightcove Inc. 25
219 Responses
86 Meetings
$200K + in Pipe

Brightcove Inc.SLIDE 26
DIRECT MAIL & MICROSITE
1,000 pieces mailed to current accounts

Brightcove Inc.
● Top of the pyramid accounts for
each sales territory
● Proof of Concept Mock Ups
● Personalized Emails to various
roles at each company
https://www.youtube.com/user/NCLFrees
tyle
POCs Priority Accounts

Brightcove Inc.
Google Analytics and SDR Outreach

Brightcove Inc. 30
DO
• Segment and Personalize
• Take a multi-channel approach
• Test and Experiment
• Measure
DON’T
▪ Stop inbound efforts
▪ Boil the ocean
▪ Rush to judgment
▪ Forget sales
Do’s and Don’ts of Campaigns

Brightcove Inc. 31
Final Thoughts
Use Video ☺

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Prior to the current economic downturn, B2B companies turned to account-based marketing and Smarter GTM™ as a better way to do things. These forward thinking companies were looking to be better informed, more targeted and more efficient and effective. Smarter GTM™ and ABM was viewed as the modern approach — a best practice to drive growth, yet still seen as a “nice to have” by many. But in today’s world — a world that has been shaken by a global pandemic, labour shortages, inflation, war, and economic uncertainty — organisations’ resources have been stretched and depleted. ABM is no longer the fastest path to growth, but essential for survival. In this session Jon Miller — CMO at Demandbase and cofounder of Marketo and Engagio — will show why ABM powered by Account Intelligence is the key to work smarter, not harder, and he’ll share practical ABM tips and best practices based on Demandbase’s own secret sauce. You will learn: What it’s going to take in 2023 to create alignment between marketing and sales How to empower your sales and business development teams to sell more Tips on how to help your marketing team generate sufficient amounts of pipeline with less investment

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Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

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Leveraging Personalization to Get Results

1. Brightcove Inc. ABM in the Real World: Leveraging Personalization To Get Results Chris Bondhus, Senior Director Demand Generation | @cbondhus Rose Morabito, Digital Campaign Manager | @RoseMorabito_BC

2. Brightcove Inc. AGENDA • WHO IS BRIGHTCOVE • ABM SEGMENTATION • ABM CAMPAIGNS • PERSONALIZATION EXAMPLES • REPORTING

3. Brightcove Inc. 3 What Brightcove Does

4. Brightcove Inc. LEADER BY ANY MEASURE “A leader in Online Video Platforms for Sales & Marketing” Forrester “A Leader in Gartner’s Magic Quadrant for Enterprise Video Content Management” Gartner “Best Places to Work” Glassdoor “Top Places to Work” Boston Globe Customers in over 70 countries 4500+ Streams delivered per month 1.3 B Player loads per hour 7.6 mm Video views per hour 1.7 mm 4 Audience Choice – Best Marketing Technology 2016 Marketing Leadership Award for Global Online Video Platforms

5. Brightcove Inc. ABM In Practice

6. Brightcove Inc. 6 Cut to The Chase… THEN NOW 100% Inbound Hybrid One-Size-Fits-All Personalized Lite Customer Marketing Dedicated Effort Reactive Pursuit Proactive Pursuit Fragmented Aligned 0% of Pipeline 25% of Q2 Deals; 60% of Bookings

7. Brightcove Inc. ● Segmentation • Customers vs Prospects • Territories • Industries • Specialty Segments • Competitor Accounts ● Creative/Campaigns • Advertisements • Social Campaigns • Direct Mail ● Reporting • Google Analytics Key Elements of ABM Personalization

8. 8 Google SEM Competitor LP Last 7 Days In Practice

9. Brightcove Inc. 9 Campaigns

10. Brightcove Inc. 10 Multi-Channel ABM Campaigns Email Blast Nurture Streams SDR/Sales Email Blast SDR/Sales Call Blitz AM/AD Email Blast AM/AD Call Blast Social Advertising Display Advertising Retargeting Events Website Webinar / Video Executive Briefings In Product Messaging Content Syndication

11. Brightcove Inc. ABM Advertising ● Premium Accounts ● Two-Touch Campaigns ● A/B Testing

12. Brightcove Inc. 12 Customer Touch 1 Ads and LP BannerABannerB

13. Brightcove Inc. 13 Customer Touch 2 Ads and LP

14. Brightcove Inc. 14 Prospect Touch 1 Ads and LP Banner A Banner B

15. Brightcove Inc. 15 Prospect Touch 2 Ad and LPs BannerABannerB

16. Brightcove Inc. Franchise Touch 1

17. Brightcove Inc. Franchise Touch 2

18. Brightcove Inc. eCommerce

19. Brightcove Inc. Advertising Results Campaign Net New Companies Lifted % Customers 193 78% Prospects 241 83% Franchise 20 77%

20. Brightcove Inc. ABM ADVERTISING RESULTS 1H 2017 Impressions 10,762,439 Companies Targeted 374 Clicks 4,015 CTR .06% Page Views 10,000

21. Brightcove Inc. • Target Accounts Only • Events Targeting • FB Demographics Profiles Video and ABM on Social

22. Brightcove Inc. ABM Facebook Campaign Results

23. Brightcove Inc. 23 Meet your AM Email • Open Rate: 224% • Unique Open Rate: 38% • CTR: 16% • Click to Open: 20%

24. Brightcove Inc. 24 • 56 Second Video • Warms the relationship • Adds personality to a name • Avg Time Spent on Page 8:27 Minutes • Avg Engagement Rate Over 80% Landing Page: Meet your AM

25. Brightcove Inc. 25 219 Responses 86 Meetings $200K + in Pipe

26. Brightcove Inc.SLIDE 26 DIRECT MAIL & MICROSITE 1,000 pieces mailed to current accounts

27. Brightcove Inc. Account Pyramid

28. Brightcove Inc. ● Top of the pyramid accounts for each sales territory ● Proof of Concept Mock Ups ● Personalized Emails to various roles at each company https://www.youtube.com/user/NCLFrees tyle POCs Priority Accounts

29. Brightcove Inc. Google Analytics and SDR Outreach

30. Brightcove Inc. 30 DO • Segment and Personalize • Take a multi-channel approach • Test and Experiment • Measure DON’T ▪ Stop inbound efforts ▪ Boil the ocean ▪ Rush to judgment ▪ Forget sales Do’s and Don’ts of Campaigns

31. Brightcove Inc. 31 Final Thoughts Use Video ☺

32. Brightcove Inc. 32 Thank You!

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