Unleashing the Power of a Video First Marketing Strategy

In this episode, Theo shares Brightcove’s holistic go to market strategy, how and why to create a Netflix style experience, and the importance of collecting and harnessing the power of first-party data when it comes to video content. Theo also talks about how thinking and acting like a media company is the way forward for all marketers.

Key Takeaways:

• Different personas need to be sold to differently. Be sure all messaging directly reflects the needs of a particular persona and that it’s not written for every potential buyer.
• A go to market strategy that’s worked for Brightcove: Treat buyers as individuals, personalize content, and since video is king - make good use of it.
• Create a Netflix style experience for your customers. Thinking and acting like a media company is the way forward.

Quote:

"It's ubiquitous. Now research shows that 90%, 97% in fact of recent video viewers would be more receptive to sales communications from a business after consuming their video content, so it's incredibly important that enterprises get on board with video as well.”

Episode Timestamps:

*(4:20) - The Trust Tree: Brightcove’s focus on “streaming” content strategies 

*(25:09) - The Playbook: Marketing to customers as customers and not simply as prospects

*(38:53) - The Dust Up: Overcoming tension between marketing and sales

*(42:56) - Quick Hits: Theo’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Theo on LinkedIn
• Learn more about Brightcove
• Learn more about Caspian Studios