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

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. 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. 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
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. Brightcove Customers Worldwide
Massive
Industry
Disruption
Massive
Industry
Disruption

9. 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

10. BRIGHTCOVE FOR

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

12. 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

13. 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

14. 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
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