Situation:
Brightcove is one of the most trusted streaming technology companies in the world. Their robust suite of video technology solutions are used to sell products or services, entertain and inform customers, and motivate or train team members.
Problem:
Brightcove was in need of support building a product marketing foundation that would align their marketing, sales and product teams around value proposition and points of differentiation, educate on customer insights, and deliver actionable sales enablement materials. In addition, they were looking for product marketing expertise to advise on specific solution positioning and recommendations, as well as team up-leveling and templates.
Solution:
Fluvio’s team of consultants served as an extension of Brightcove’s growing product marketing team, connecting and building relationships internally, and performing customer research to help illustrate needs and pain points. The team was able to deliver customer personas, messaging and sales support materials (sales decks, objection handling, etc.) - all of which were widely adopted across the organization and became influential during key business decisions. They also provided actionable, data-driven recommendations around one of Brightcove’s more advanced customer product offerings. Finally, the team provided a suite of templates and held up-leveling sessions to educate the product marketing team on key areas of interest.
Client Interview
We sat down and interviewed Brightcove’s Director of Product Marketing, Matthew Noyes to get his thoughts on our work together over the past year.
Matthew Noyes
Sr. Director of Product Marketing at Brightcove
“More than just marketing consultants, they are product marketers by trade who understand the methodology of building strong product or solution positioning, messaging, personas, competitive intelligence and so on. This unique understanding of what it takes to deliver on product marketing initiatives sets Fluvio apart.”
Who is Brightcove?
Brightcove is among the most trusted streaming and video technology companies in the world delivering a scalable, secure streaming technology platform for businesses, brands, and creators to manage, distribute, monetize and monitor the experiences that connect with audiences.
What problems were you encountering that led you to believe a product marketing consulting firm could help?
With a small, but growing team being asked to manage numerous projects and initiatives, Brightcove required the support of Fluvio’s product marketing consultants to extend the team and rapidly build the foundational materials for its go-to-market strategies. Creating messaging, positioning and personas were among some of the initial projects undertaken with Fluvio.
How has Fluvio helped you achieve the goals for your product marketing team and business?
Fluvio has become an embedded part of our team. Working alongside our internal teams, Fluvio has helped execute key deliverables that keep our marketing and sales teams moving forward successfully.
What does Fluvio offer that is unique compared to other consulting firms you may have worked with in the past?
More than just marketing consultants, they are product marketers by trade who understand the methodology of building strong product or solution positioning, messaging, personas, competitive intelligence and so on. This unique understanding of what it takes to deliver on product marketing initiatives sets Fluvio apart.