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.”
Virtually all B2B marketers now engage in content marketing, and the use of various content formats is up across the board, according to a new study.
The 2013 B2B Content Marketing study, conducted by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, surveyed more than 1,400 marketing professionals. More than 90% of the respondents say they use content marketing, and they spend an average of 33% of their budgets on the practice compared to 26% last year.
Sitecore recently announced its partnership with Brightcove, a provider of cloud content services, to launch new online video capabilities designed to help marketers increase website traffic and strengthen digital marketing campaigns.
The new Brightcove Video Cloud Connect for Sitecore, developed in partnership with Agency Oasis, enables customers to sort, manage and publish video assets directly from Sitecore’s Web Content Management System (CMS), using the Video Cloud online video platform.