HubSpot (NYSE: HUBS) announced a partnership and integration with Brightcove (NASDAQ:BCOV) on Tuesday, bringing cloud-based video analytics to the marketing software company.
The two Boston-based Software-as-a-Solution (SaaS) companies have joined forces to add Brightcove audience analytics directly into HubSpot’s inbound marketing and sales platform.
Brightcove Video Cloud is a cloud-based video hosting platform and online video player, meaning that HubSpot customers can now target and track prospects based on video viewing. This is in addition to the digital channels that HubSpot already supports, including email, social media and Web site content management.
“Video continues to be an important medium for our customers, and we’re excited to be teaming up with Brightcove to bring their robust video analytics directly into our product offering,” states Brad Coffey, chief strategy officer at HubSpot.
Video viewership data is automatically attached to customer and prospect profiles to enhance lead scoring for more targeted outreach, while additional product features include the ability to capture prospect data with customized in-video forms and creating trigger-based email campaigns based on video viewership.
Marketers who manage their content marketing from HubSpot’s software can now access Brightcove’s video analytics data to improve lead scoring, better personalize communication and reach potential customers.
HubSpot’s email capabilities include the development and measurement of email templates and the development of personalized email campaign sequences. HubSpot is compatible with Gmail, G Suite, and Outlook or Office 365 for Windows.
More than 23,000 global customers utilize HubSpot’s suite of marketing, sales and CRM technology solutions. HubSpot offers three integrated platforms: HubSpot Marketing, HubSpot Sales and HubSpot CRM. The three solutions are complimentary to start, with increased technological capabilities available for a subscription fee.