Copenhagen: TwentyThree and Marketo announce a new partnership and user access to bring video data to the users of the Marketo Engagement PlatformTM. With video already the majority of website engagement, this is essential for marketers to measure the impact of video beyond vanity metrics and analyze video engagement and conversions inside of Marketo.
“Video is a wonderful way to tell a story but needs to be measured properly across the entire marketing funnel. That’s why we’re excited to integrate with TwentyThree and bring video into the marketing tech stack. This integration also gives our users more accurate lead scoring and engagement data to work with when nurturing their prospects,” said Shai Alfandary, Vice President, Global Head of ISVs & LaunchPoint® ecosystem, Marketo.
Marketo’s pioneering engagement platform allows their customers to view user activity, automate all touch points in the buyer’s journey, and measure across the entire marketing funnel. By combining their powerful platform with TwentyThree’s leading video marketing platform, marketers can use video audience insights, video collectors, and granular engagement data. Resulting in more leads from video, improved lead scoring, and powerful Marketo logic.
“Marketo provides an incredibly powerful engagement platform, and we wanted to honour that when we built our Marketo integration: by making a deep connection that ties not only video plays but also all information about the video journey and all conversion driven by video into Marketo with a true two-way sync,” said Steffen Christensen, co-founder and CTO at TwentyThree. “This allows marketers to use video – which is already the most engaging channel – to properly identify video viewers and measure their behavior.”
Video marketing platforms are starting to see adoption in 2018, but overall, still trail compared to other MarTech categories. TwentyThree is changing that by offering a product that empowers marketers and Marketo users to analyze video properly, integrate with their existing tech stack, run video across every channel, and generate leads with video.