Vimeo doesn’t have a brand awareness problem, but rather a change awareness problem. (So says CEO Anjali Sud.) They have 1 million paying customers, 90% of which self-served into the paid product. So, it’s safe to say people know about Vimeo. But what do they know beyond that it’s somewhere to host video; an alternative to YouTube? As Vimeo has shifted strategically to be a full-service video platform, many of its users and the market at large are still catching on. That’s a big reason why Vimeo hired Melissa Matlins as their VP of Marketing a year ago––to help reposition Vimeo not only to the market but also to its base of one million paying customers. One of her first projects might surprise you––buyer personas. Why? Well, because coming into the role, Vimeo had 27 buyer personas. 27. Now? Only 3. The first step of change awareness––you first have to know who you’re talking to in order to expect others to know who’s talking to them.