Vidyard Gains Momentum Among Marketo Users

December 2, 2015

Sandy Pell

More than 100 customers now using Vidyard’s integration into Marketo to track video engagement data and turn viewers into customers

KITCHENER, Ontario – December 2, 2015 – Vidyard, the leading video marketing and analytics platform, today announced it has surpassed the milestone of 100 businesses using Vidyard’s integration into the Marketo engagement marketing platform. With this integration, customers such as Altium, Elsevier, Gainsight, Insight, PatientKeeper, Sharp, TalentWise, Taulia, and Zuora are generating more leads, improving customer insights, and driving more revenue.

“We’re proud to hit this milestone of 100 unique customers fully utilizing Vidyard’s integration with the Marketo platform to generate more revenue,” said Michael Litt, CEO and co-founder of Vidyard. “These customers are already using video analytics to boost conversion rates and generate more pipeline, while new technologies like personalized video and live streaming – both fully integrated with Marketo – offer new ways to attract, engage, qualify and convert buyers faster than ever.”

Video content is proven to be the most effective content type for engaging audiences and helping convert prospects into customers. And while the majority of marketers are increasing their investments in video marketing, most lack the tools to understand who’s watching what and how each asset is contributing to pipeline and closed revenue. Companies that combine Vidyard with Marketo are able to identify viewers across their digital properties and use second-by-second video engagement data to generate new leads, qualify prospects more quickly and equip sales teams with critical context that can help them close more deals.

“The video marketing tools and data made available by Vidyard provide added value to Marketo customers, from planning and orchestration of marketing activities to delivering personalized video experiences at scale,” said Lou Pelosi, senior director of LaunchPoint, Marketo’s ecosystem of partner marketing solutions. “Vidyard is a highly engaged LaunchPoint partner, and we’re thrilled to see so many Marketo customers utilizing their solutions.”

Customer accomplishments as a result of the Vidyard-Marketo integration include:

Altium

Altium makes the tools engineers need to design the electronics we all encounter countless times throughout our daily lives. By incorporating all the tools engineers and PCB designers need into a single, stress-free user interface, Altium Designer dramatically increases design successes, while reducing overall design times. Altium uses video content at all stages of communication to nurture leads and train existing customers.
“We use videos to nurture leads and in turn score those leads accordingly based on how engaged they are with our videos,” said Iryna Zhuravel, marketing automation & analytics manager at Altium. “Videos have helped us to effectively communicate with and nurture leads, and Vidyard for Marketo has made it easier for us to serve these videos and helped us understand how well our video content is performing so we can be constantly improving how we communicate with our customers.”

Gainsight

Gainsight helps companies manage customer relationships to make sure they are successful and satisfied. Gainsight recognized that people were consuming more and more video and made it an integral part of the company’s content strategy. They rely on Vidyard for rich data on who watches their video content, when and for how long.

Vidyard helps Gainsight overcome one of the biggest challenges facing modern marketers – how to interpret a buyer’s intent based on consumption of content. Gainsight collects video engagement data in Marketo and scores leads based on video views, webinar attendance, registration for email and other signals. They also compare how much someone has consumed to how much content Gainsight has produced to determine whether the marketing team is providing useful material.

“There are a lot of signals coming from buyers today, making it hard to know whether they are truly interested in becoming customers,” said Mike Manheimer, director of marketing at Gainsight. “The video viewing data from Vidyard gives us more insight into the prospect’s intent than we get from other content, and combining that information with other insights in Marketo enables us to better prioritize our leads and give our audience a richer experience.”

Insight

Insight is a Fortune 500-ranked provider of hardware, software, cloud and service solutions with customers around the world.

“With greater focus on video as part of our digital marketing strategy, Vidyard gives us the analytics and flexibility we need,” said Bruce Petillo, director of marketing at Insight. “The ease to implement script on our pages and being able to add YouTube videos to the Vidyard templates allow for a seamless look and feel. Through the integration between Marketo and Vidyard, we identify leads who are watching our videos and further target them with more relevant information.”

Taulia

Taulia, a financial technology company, helps large organizations strengthen supplier relationships and add millions to their bottom line by paying invoices more quickly. Among a variety of other channels, video is a major driver of Taulia’s overall marketing mix. In the last year, Taulia’s video marketing program influenced more than $125 million in customer pipeline. Taulia tracks click-through rates and qualified views in Marketo and triggers automated follow-ups based on video engagement.

Using audience engagement data in combination with Vidyard’s Marketo integration, Taulia gets better customer insight, scores leads more effectively and follows up with more relevant content, leading to more than 500 new qualified leads from their recorded webinars alone in 2015.

“The combination of Marketo and Vidyard gives Taulia amazing insights into our audience and allows us to market more contextually, ultimately increasing the impact of our message,” said Bhaji Illuminati, director of marketing at Taulia. “Connecting our core solution providers has enabled Taulia to merge the art and science of marketing to get bigger and better results.”

Already the first video platform to offer comprehensive integrations with a variety of marketing and sales technologies, Vidyard recently launched Personalized Video as well as integrated video live streaming for B2B and B2C businesses. Companies such as Lenovo, Honeywell, LinkedIn, Cision, BMC Software, and Citibank rely on Vidyard for their video marketing and analytics needs.

About Vidyard

Vidyard (Twitter: @Vidyard) is the industry’s leading video marketing platform that helps marketers drive results and ROI with online video content. With Vidyard, customers can add video to their websites in minutes, get real-time analytics, syndicate video to social networks and YouTube, create calls to action, optimize search engine hits, capture leads, and brand their player skins all from one place. Vidyard integrates with key marketing automation and CRM tools to deliver user-level video engagement data, turning views into sales.

About Marketo

Marketo provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today’s digital, social, mobile and offline channels, Marketo’s Engagement Marketing Platform powers a set of breakthrough marketing automation and marketing management applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo’s applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of more than 550 third-party solutions through our LaunchPoint® ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Atlanta, Portland, Ore., Europe, Australia, and Japan, Marketo serves as a strategic marketing partner to approximately 4,300 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.

Media Contact:

Brad Hem
Phone: (281) 543-0669
press@vidyard.com