Video ad platform Brightcove has announced a partnership with marketing engagement software company Marketo to help marketers increase video marketing effectiveness.
By incorporating video assets into marketing automation, Brightcove and Marketo empower marketers with a new means to engage, nurture and score prospects through their marketing programs.
“In this new digital, social mobile world, marketers and the marketing function are the ones leading the customer journey. Being in the driver’s seat means thinking differently about how you engage with your customers and prospects,” said Lou Pelosi, senior director of LaunchPoint at Marketo. “We’re excited to have Brightcove join LaunchPoint to offer our customers an innovative solution that will help them transform their marketing programs to focus on building long-term, personalised relationships with their customers via video.”
Brightcove’s initial integration with Marketo will allow customers to easily track user engagement and performance of video marketing campaigns for enhanced lead scoring, segmentation and content nurturing programs. The data from the platforms will be able to provide enhanced insight into programs, leading to better lead scoring and follow-up activities and, subsequently, better qualified prospects and better conversion rates.
“The partnership between Brightcove and Marketo brings together two industry leaders, and results in a powerful marketing toolset for customers,” said Caren Cioffi, SVP and GM, digital marketing at Brightcove. “Marketers realise the value of video – and increasingly want to incorporate it to supercharge their campaigns throughout the customer journey. By utilising video analytics within the Marketo platform, marketers can significantly improve the results of their marketing programs.”
