Adobe Accelerates Customer Experience Management for B2B Marketers with Video Capabilities from Vidyard

Marketo Engage includes video capabilities to help marketers accelerate pipeline and prove impact of video marketing efforts.

by Brian Glover

posted on 09-18-2019

Seventy percent of B2B buyers are watching videos to help make their buying decisions. The sight, sound and motion of video has long been a draw for B2B marketers as way to effectively engage with their audiences.

But relying on traditional video hosting platforms such as YouTube and Vimeo, has its limitations. Marketers are struggling to measure the ROI of their videos and understand how the medium can move prospects through the purchase funnel. Historically, marketers haven’t had the ability to control and customize the viewing experience, so when they put their brand’s video on YouTube, they have no control over what video YouTube recommends next. Because of the keywords, it’s not unusual for a competitor’s video to pop up next. Additionally, traditional video platforms provide limited access to valuable metrics which are key to driving video marketing strategies.

In order to give B2B marketers the ability to prove and improve the impact of their video marketing efforts, Marketo Engage, part of Adobe Marketing Cloud in Adobe Experience Cloud, today announced an extension to its partnership with Vidyard built on the integration of Vidyard’s video marketing capabilities directly within the Marketo Engage application. Marketo Engage customers are able to use Vidyard’s video platform and user interface to unlock the power of video insights and behaviors from a single solution, and access unique functionality designed specifically for Marketo Engage users.

With video capabilities from Vidyard, Marketo Engage empowers B2B marketers to lead in customer experience management (CXM) and drive business value by engaging with customers where they are, when they want and with a personalized experience on the channels they prefer—every time.

“Marketo Engage is a leader in marketing automation software, and by offering Vidyard’s video marketing capabilities alongside Marketo Engage we are enabling marketers to fully unlock the power of video to engage with audiences at every step of the complex buyer journey,” said Greg Kelly, Head of Strategic Alliances, Vidyard.

The new video marketing capabilities for Marketo Engage users include the ability to:

For more information on Marketo Engage, visit https://www.adobe.com/marketing/marketo.html. For more information on Vidyard for Marketo, visit https://www.vidyard.com/marketo/,.

Topics: News, Digital Transformation

Products: Experience Cloud, Marketo Engage