New partnership promises better understanding of impact of video content

New partnership promises better understanding of impact of video content
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Marketers wanting to understand and measure the value of video content in their marketing programs have a new resource at their disposal thanks to the partnership of cloud services for video provider Brightcove and engagement marketing software and solutions provider Marketo.

Brightcove will initially integrate with Marketo to allow customers to easily track user engagement and performance of video marketing campaigns for enhanced lead scoring, segmentation and content nurturing programs.

The duo claim that the data from integrating video analytics into the Marketo platform will enable users greater insight into how well their campaigns are performing, allowing for better lead scoring and follow-up activities and ultimately of course improving conversion rates too.

“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,” he added.

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