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.”