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 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
John Bonini is Director of Marketing at Databox. He's passionate about building brands that tell great stories. Connect with him on Twitter @bonini84.
You may also like...
Read more

The 4 Principles G2’s CMO Used to Grow Monthly Organic Visitors from 500k to 5 Million

Rapid growth is hard—consistent rapid growth at scale is even more of a challenge. Here, Ryan Bonnici explains the 4 principles that helped G2 10X organic visitors.

Ground Up Podcast   |  Mar 17

Read more

The 3-Step Approach HubSpot’s VP of Marketing Uses to Set Goals for Continuous Growth

HubSpot’s VP of Marketing, Kieran Flanagan, recently shared the key learnings that helped HubSpot instill a culture of growth throughout the entire company.

Ground Up Podcast   |  Feb 26

Read more

How (and Why) ThriveHive Went All-In On Small, Local Businesses

ThriveHive CMO Dan Slagen shares the challenges of marketing to the SMB, how to build a marketing strategy around those challenges, and why partner marketing has been the key to it all.

Uncategorized   |  Dec 2 2019