This is the GTM strategy for Interactive Video, which we launched to GA in May 2022. The prior year we had purchased a company called Wirewax, which had really powerful interactive video capabilities. After acquiring them, we did a bunch of research to figure out what our first stab at bringing this product to market would be. We leveraged all the data and customer research to set our high-level strategy, and then we did a beta period with a subset of our user base.

We landed on it being a sales-assist motion to start but this will likely change. It made sense to start with a sales-assisted motion as an enterprise feature, though. This has been hugely successful and helped drive Vimeo enterprise revenue.

I created this GTM template for the Product Marketing team. The preparing of this doc took three months and it took about eight weeks of planning to put together the beta strategy in 2021. Once we acquired Wirewax, then the work really kicked off and we thought a lot about the actual GTM. We did a survey, looked at Wirewax's data, and then we did the beta period, which was an extension of those learnings. We didn't establish this GA plan until we learned from the beta.

The Product Marketing team was about 10 people at the time. There was one PMM dedicated to interactive, and he and his direct manager owned the research and proposing a plan. My role was leading working sessions with them, giving them advice, and helping to really shape it.

Unexpected occurrences often accompany launches, so it's essential to be adaptable. In this particular enterprise launch, while there were a few reporting and analytics capabilities that we could not include initially, they were planned as subsequent additions. Since this wasn't a self-serve launch but an enterprise launch, it's easier to contain because you enable sellers on the dates features are coming as fast follows, and they set expectations with customers.


Initially, there was resistance to conducting a beta phase for this launch. There was a lot of conviction about this product, and there was revenue pressure at the time. As the GTM readiness team, we advocated for a beta phase for several reasons:

1. We recognized that we still lacked certain features that customers need to succeed with interactive video.

2. Conducting a beta phase would allow us to gather valuable insights on what worked and what didn't, enabling us to shape the general availability launch and achieve a greater impact.

3. It was crucial to provide proper training programs and enable the sales, account management, and support teams, which required sufficient time for development.

After engaging in trade-off discussions and debates, we successfully aligned our cross-functional partners with our vision and proceeded with the beta phase.

We evaluated our enterprise average win rate and set it as the benchmark for determining whether to bring this product to market. Additionally, we sought to track customers' willingness to pay and identified many customers with a high willingness to pay for the product.

We exceeded our targets, demonstrating a strong product-market fit. As a result, we launched the product in GA a few months after the beta phase began.

We follow a similar process for every launch to keep the GTM projects on track. We host weekly status check-in meetings w/ cross-functional stakeholders, and during the week of the GA launch, we do daily standups to ensure everyone is ready for launch day. We also have a launch checklist to ensure we're getting all of the parts of the execution plan and a day of launch schedule that includes when everything will go live.


One important aspect to focus on (that many teams miss!) is crafting effective messaging with a clear design concept from the start and ensuring it is represented across all channel activation strategies. In the past, we have encountered instances during GTM launches where each channel lead worked on their respective components with creative input, only to discover inconsistencies in the message and design once we reviewed assets holistically at the end. Completing and reviewing all assets well before the launch is crucial to prevent this, allowing for a holistic view across the customer journey. Ensuring consistency in message and look and feel is something product marketing should own and feel accountable for. To accomplish this, I recommend adding creative reviews through the customer journey lens as part of the workback schedule.


Monty Wolper

Zoe Black

This is the GTM strategy we used to launch a major new interactive video product. The strategy took us from a closed beta to a full GA launch.

This is the GTM strategy for Interactive Video launching in GA in May 2022.

 Drive new revenue and expansion revenue. ~$XM in new ARR by EOY ‘22 ($Xk in 1H, $XM in 2H; net new customers and account expansion) ([Redacted Wirewax ARR Model])

 As we continue to evolve as a video marketing platform, we must expand our offerings to meet the demands of the market. In terms of interactive content trends, we know that:

Interactive video boosts engagement by 5x compared to traditional video content (IPG Media Lab)

say that interactive content has “reusable” value, which translates to repeat visits and multiple brand interactions.

43% of consumers prefer interactive video

Closed Beta (Q4 2021) Sales launch [sales enablement & direct outreach] (mid-March 2022)

Support/Solutions/Sales Eng. Training - March 7

C1: Expands addressable market by solving needs in adjacent and/or new markets.

No branding specific to this product as it is going to be positioned as a part of the creation suite on the Vimeo platform. 

We evaluated our enterprise average win rate

Additional video marketing tools (complete SaaS platform)

Our recommended marketing strategy for this launch is a two-step approach:

Soft launch to sales team (to kickoff direct sales efforts) in mid-March

Enterprise GA launch (with external marketing campaigns) in mid-May

Sales Launch Tactics (Enablement Sales Rollout Plan

Sales will focus strictly on sales enablement; current sales materials available

Develop a subsection of the Help Center designated to Vimeo Interactive Studio, with a range of how-to articles covering the various features. (X already working on building this out)


Interactive Video GTM Strategy at Vimeo

Interactive Video GTM Strategy

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