TLDR:
Vidyard and Marketo Engage formed a strategic partnership to power up ABM efforts with video content and analytics. The point is to reach and hit prospects at a deeper, more personal level with videos. As video marketing grows in popularity, it’s been hard to scale. With this partnership, it allows easier scalability. Features of the partnership include improved playback functionality, more precise analytics, better content and data management capabilities, and branded webpages to allow marketers to work distraction-free.
Vidyard is a B2B video marketing platform. Marketo Engage, owned by Adobe, is a platform that changes customer experience as they navigate the buying process.
As a result of these companies collaborating together, Marketo Engage customers can now enjoy video hosting and analytics while Vidyard gets to be added to Marketo Engage contracts.
Video marketing for B2B is on the rise, and marketers are increasingly waking up to this fact. According to a landmark report released by Vidyard—the 2019 Video in Business Benchmark Report—sprawling B2B organizations created as many as 500+ videos last year alone.
And many of them rely on traditional platforms like YouTube and Vimeo. However, these platforms don’t have the ability to manage video content as efficiently. This Vidyard-Marketo partnership allows a more personalized playback experience, as well as the ability to track insights to individuals and accounts. This makes the partnership easier to scale.
Simply put, this partnership practically makes is easier to determine whether video content connected with an individual or account. It makes video content and associated data easier to control.
There are numerous features associated with the deal, including:
Personalized Playback: Marketers can design how they want prospects to feel with Vidyard’s video player while at the same time taking advantage of Marketo Engage’s lead and account nurturing functions.
Deeper Dive Into Video: Vidyard also provides analytics that make leads and accounts easier to track using metrics such as engagement and video watch length.
Unlimited Video Management: Marketers can upload as many videos as they want while having total control of their content and data.
Present in Personalized Channel: With Vidyard’s Video Hubs, customers can show the videos they have on a unique, branded webpage with the flexibility to change it to meet their goals.
The Director of Product Marketing for Marketo Engage at Adobe says that video is attention-getting and this partnership allows marketers to get in on the action. Personalized video experiences lead to data that when combined with automation, churns out prospects.
Original article from MarTech Advisor on 19 September 2019.
