How Vimeo refashioned its funnel from consumers to business | CFO Dive

Vimeo is relying on its legacy consumer freemium funnel to drive its growth as a business-to-business video platform, the company’s CEO, Anjali Sud, says in a webcast hosted by SaaStr, a software-as-a-service (SaaS) best practices organization.  Vimeo launched 16 years ago as a consumer-facing platform that, unlike YouTube, offered an ad-free environment that attracted serious creators like documentarians and filmmakers. The company reinvented itself about four years ago as a platform for companies to host marketing, training and other videos and provide a way for them to live stream conferences and town halls. Sud, who joined the company in 2014 as its marketing head and championed the business-model change as she took over as CEO in 2017, said her future depends on her being right that companies will adopt video as a main form of external and internal communications if they’re given a platform and tools that make it as easy as any other form of communication. Anjali Sud CFO Dive/Webcast screen grab “I was willing to bet my career on this strategy,” she said. “Whenever I went to conferences and talked to potential customers at the booth, what I heard was that video is a more engaging, powerful medium…
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