Brightcove ties with Marketo

Brightcove, global provider of cloud services for video, has partnered up with Marketo, leading provider of engagement marketing software and solutions, to help marketers increase video marketing effectiveness.Brightcove and Marketo incorporate video assets into marketing automation.Brightcove’s initial integration with Marketo will allow customers to track user engagement and performance of video marketing campaigns for enhanced lead scoring, segmentation and content nurturing programs.The data from the platforms is said to provide enhanced insight into programs, enabling better lead scoring and follow-up activities.Lou Pelosi, senior director of LaunchPoint at Marketo said, “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,”Caren Cioffi, SVP and GM, digital marketing at Brightcove, said, “Marketers realize the value of video - and increasingly want to incorporate it to supercharge their campaigns throughout the customer journey. By utilizing video analytics within the Marketo platform, marketers can significantly improve the results of their marketing programs.”