Ground Up Podcast

Vimeo’s Journey to Full-Service SaaS & One Million Paying Subscribers

On this episode of Ground Up, Vimeo’s Melissa Matlins dives deep into Vimeo’s journey to become a full-service video platform and how they’re repositioning the brand to support that.

John Bonini on December 9, 2019 (last modified on December 6, 2019) • 1 minute read

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. 

About the author
John Bonini is Director of Marketing at Databox. He's passionate about building brands that tell great stories. Connect with him on Twitter @bonini84.

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