HubSpot has integrated video marketing platform Vidyard into its offerings, enabling subscribers who use video as part of their marketing campaigns to analyze how customers respond to their videos.
"Until now, it has been difficult for marketers to get data on how their videos were performing," says Michael Litt, CEO of Vidyard. "They could not assess whether it resonated with viewers." A software as a service site that offers inbound marketing applications such as email, blogging, automation software and social media applications, HubSpot has between 8,000 and 10,000 small businesses as subscribers. Customers maintain individual sales contact cards for each of their sales leads.
The Vidyard cooperation will enable HubSpot's customers to access individual viewing data directly within their contact records. For example, companies will be able to see the number of video players watched, the time individual users spent watching the content and the most recently watched video, as well as what content was skipped and which sections of the video were watched more than once. The information can be used to tailor video content, improve conversions within landing pages, web pages and email campaigns.
"Video content is increasingly important as a marketing tool," says Arjun Moorthy, HubSpot VP of Business Development, pointing out that YouTube is the second most important search engine after Google. "It can provide a level of insights that you won't get from a text asset."
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Mary Lisbeth D'Amico is a freelance writer based in Jersey City who frequently covers digital marketing, social media, tech startups, and venture capital. She has contributed to a wide range of publications including The Wall Street Journal, Business Week, Red Herring, and Real Deals. Find her on Twitter at @mldamico.
December 12, 2013
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