Brightcove

Brightcove
June 1, 2016 Michael Skok

Personas in Practice at Brightcove with Jeff Whatcott

Introduction:

Jeff recently presented at our GTM Session at the Harvard i Lab and 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.
To provide some context for this, as part of the Startup Secrets series, we talk about the importance of focus all the time. In GTM, that means identifying the Segment your attacking in your market and within that what Personas to focus on. As you get into the sales cycle there may also be different Actors for each stage of the cycle, involved in the decision making. You can find out more about Actors and the DMU in our GTM workshop here.

Guest post by Jeff:

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. You’ll see several concrete examples of personas in action and learn some advanced methods and key considerations to keep in mind as you start using personas.

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?
I hope you enjoy the presentation. Feel free to reach out to me on Twitter @bcjeffw to offer your feedback or leave questions and comments below.

Case Examples

Unidesk – Guerilla Marketing

Unidesk – Guerilla Marketing

Unidesk – Distribution Channels

Unidesk – Distribution Channels

Demandware – Rebranding

Demandware – Rebranding

Apperian

Apperian

SplashScore

SplashScore

PatientPing

PatientPing

Brightcove

Brightcove

Hubspot

Hubspot

Demandware – Defining Minimum Viable Segment (MVS)

Demandware – Defining Minimum Viable Segment (MVS)

Related Articles

Customer Success: 4A’s – The Power of One or Many?

Customer Success: 4A’s – The Power of One or Many?

How Small Companies Can Get Big Fast

How Small Companies Can Get Big Fast

Services as a Competitive Advantage

Services as a Competitive Advantage

Brand Fundamentals for Startups

Brand Fundamentals for Startups