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.

1. Harvard innovation lab : Michael J Skok : Startup Secrets : Go To MarketHi
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#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

9. 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

10. BRIGHTCOVE FOR

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

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. 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.

14. 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