Unleashing the Power of a Video First Marketing Strategy
Learn more about how Theo Hildyard and his team at Brightcove are approaching video-first content and analytics and why the way forward for marketers is to think and act like a media company.
Streaming tech company, Brightcove Video Cloud, is an all-in-one video hosting and publishing platform that reaches your audience with ease. Video Cloud makes it easy to upload, manage and publish videos. Easily create and style players and review the performance of the videos in your account. Whether you want to motivate or train team members, sell products or services, or entertain and inform subscribers, video does it best. Brightcove provides the most reliable, scalable, and secure platform to deliver it on. Since 2004, our technology has helped customers worldwide harness the incredible power of video–they've even won two Technology and Engineering Emmy Awards for it.
Guest Bio
A results-driven analytical marketing leader with 15+ years of experience in B2B / enterprise software including PaaS & SaaS based products. Highly effective communicator and routinely responsible to C-level for GTM messaging and shaping. Thrives when partnering with sales to ensure GTMs are actionable across every stage of the sales cycle. A motivational and pragmatic leader with a proven track record of improving cross-functional collaboration. Excellent knowledge of digital marketing tactics and account based marketing.
Theo holds an MBA from Madrid’s IE Business School and is a member of Beta Gamma Sigma, as well as a degree in Computing Science from Nottingham Trent University
Guest Bio
A results-driven analytical marketing leader with 15+ years of experience in B2B / enterprise software including PaaS & SaaS based products. Highly effective communicator and routinely responsible to C-level for GTM messaging and shaping. Thrives when partnering with sales to ensure GTMs are actionable across every stage of the sales cycle. A motivational and pragmatic leader with a proven track record of improving cross-functional collaboration. Excellent knowledge of digital marketing tactics and account based marketing.
Theo holds an MBA from Madrid’s IE Business School and is a member of Beta Gamma Sigma, as well as a degree in Computing Science from Nottingham Trent University
Episode Summary
This episode features an interview with Theo Hildyard, VP of Demand Generation at Brightcove, a streaming tech company with a video-first content marketing mindset.
Theo is a results-driven analytical marketing leader with over 15 years of experience in B2B / enterprise software. He is routinely responsible to the C-level for GTM messaging and shaping and is a motivational and pragmatic leader with a proven track record of improving cross-functional collaboration.
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 regarding 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.
Quotes
"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.” ––Theo Hildyard, VP of Demand Generation, Brightcove
Episode Highlights
*(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
Episodes Transcript
- 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.
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