Startup Secrets – Personas in Practice at Brightcove – Jeff Whatcott

Jeff recently presented at our Startup Secrets Go To Market 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 do to go after the audience groups at each stage of their sales cycle through Awareness, Consideration, Purchase and Loyalty. He also shares some of the practical realities of content production that come from this and futher how Brightcov reaches and tracks their leads. Finally he covers how to make this programmatic, including retargeting.


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