Startup Secrets: Personas in practice at Brightcove

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Information about Startup Secrets: Personas in practice at Brightcove
Business & Mgmt

Published on March 9, 2014

Author: mjskok

Source: slideshare.net

Description

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

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

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

Personas in Practice at Brightcove JEFF WHATCOTT FEBRUARY 2014

Campaign Planning 101 Segments • Where? Personas • Who? Problems • Pain?

Campaign Planning Messages • Value Prop Content • Ideas • Data • Commentary Programs • Awareness • Lead Gen • Nurture Systems • Analytics • Lead Mgmt. • Models

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+

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 digital P&L, Advertising, Sponsorship Sam Senior Technologist – Owns Technology/Infrastructure

BRIGHTCOVE FOR

Personas for the Digital Marketing $10K+ Segment 2013 NA SALs Belinda Hans VP / SR Dir of Digital Marketing Digital Marketing Manager

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

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

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

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