Over the last several years, video content has become a highly preferred content format for B2B buyers. Demand Gen Report’s 2019 Content Preferences Survey showed that the majority (92%) value video content when researching purchase decisions — with 51% saying it is one of the most valuable content formats.
This week, B2B marketers will gather in Boston for Brightcove’s annual PLAY event, taking place May 14-16. Brightcove CMO Sara Larsen sat down with Demand Gen Report prior to the event to discuss the short- and long-term goals she’s been working towards since joining the company in September, what attendees can expect at the event, how video marketing strategies are changing and more.
Developing personalized content experiences is an ongoing task for B2B marketers today as buyers expect vendors to fully understand how their solutions affect business outcomes for their companies. Organizations such as VIAVI Solutions, Avanade and Eastern Bank are finding new ways to provide personalized video content across channels to better engage target audiences and understand their pain points.
Brightcove, an online video hosting platform, announced product updates designed to help marketers personalize video experiences, including content, playlists and calls to action. Marketers can then present different offers to different people based on their content preferences and prior engagement.
Brightcove, a cloud services provider for video content, has integrated with inbound marketing and sales software company HubSpot to bring Brightcove’s video analytics capabilities to the Hubspot platform.
The companies said the new partnership will enable marketers to attach detailed viewership data to contacts. They said the integration can potentially enhance lead scoring, automate responses and capture leads with custom in-video forms, as well.
"Video is a massively effective and engaging medium that is just now becoming accessible for the majority of marketers,” Brad Coffey, (pictured right) Chief Strategy Officer at HubSpot told Demand Gen Report. "We're excited to work with partners like Brightcove to accelerate this shift and help all marketers really harness the power of video."
“With video analytics, you can see the video watched, the amount of the video watched and the next videos watched by individual viewer. This provides a deeper level of insight than content downloads,” Paul Casinelli, (pictured left) Senior Director of Product Marketing at Brightcove told DGR. “This level of insight simply isn't present with other content—you can't see how much of your E-book they actually read. Adding that information to platforms like HubSpot allow you to personalize outreach, make recommendations and segment and score your leads with a new layer of insight.”