TwentyThree Partners with HubSpot to Integrate Video and Marketing Automation

, the leading video marketing automation platform, announced an innovative cooperation with leading inbound marketing and sales platform — HubSpot. The new partnership would seamlessly bring video and marketing automation together.

50% of all website engagement is from video, which means that brands are missing half of their attribution data to nurture and convert their users. This integration will allow marketers to track, automate, and manage all of their valuable video metrics.

Brad Coffey, Chief Strategy Officer, HubSpot, said, “At HubSpot, we’ve seen dramatic results when our customers combine video and marketing automation. This space is moving quickly and we’re excited that TwentyThree are pioneering video marketing automation as a category. We believe that TwentyThree will create impressive results for our customers going forward.”


In an exclusive interview with MarTech Series, Thomas Madsen-Mygdal, CEO and co-founder of TwentyThree spoke about the benefits of this latest integration with HubSpot.

MTS: How can marketers benefit from the latest TwentyThree + Hubspot integration for video marketing automation? 

Thomas Madsen-Mygdal: The integration brings video into every touch-point in HubSpot, so video become a way to drive better leads, better data, and better results:

– Every video interaction becomes trackable in HubSpot (before up to 50% of website interaction was video and was untracked). Every play goes on the contact timeline with a full email address, and the data can be used for segmentation and lead scoring.

– Video and live events can be used to convert leads (we’ve seen conversion rates of 60% for on-demand content and 80% for live).

– Video becomes an intuitive tool in all the common tasks, including e-mail campaign and lead nature flows (our tools lets HubSpot users embed a video preview directly into emails, increasing click-through rates by 62%).

MTS: How do you see video marketing evolving in the next 2 years with the growing proliferation of AI and programmatic technologies?

MygdalWe see incredible opportunities in this space and are excited to help marketers use this tool in their everyday work. We’re yet to launch anything publicly though.

MTS: Is TwentyThree planning to offer any innovative solution that unifies MarTech and AdTech?

Mygdal: Yes, our Connect feature brings video into all the common parts of the marketing stack — including retargets and social media.

Using TwentyThree and HubSpot together, marketers can now —

  • Track and profile their video audience
  • Collect leads via gated video forms
  • Use powerful tools like, video email and landing pages, to integrate video into email marketing and nurture flows
  • Integrate the video marketing platform and marketing automation system

“TwentyThree has built a really deep integration that enables HubSpot users to use video marketing in new ways. For example by building audiences and segments using video”, said Al Biedrzycki, Principal Tech Partner Marketing Manager, HubSpot.

Customers Increased Lead-Gen Through Video

Early customers include Zendesk, Branch and Universal Robots, all of whom have seen a significant impact on conversion rates, enhanced data, and increased lead-generation through video. Universal Robots increased their month-over-month lead conversion rate by 50% percent simply by using TwentyThree to convert viewers into leads.

“The 50% increase came with the same amount of traffic and the exact same videos — just by flipping a switch,” said Christian Johansen, the Digital Marketing Specialist at Universal Robots.

The video marketing automation release of TwentyThree was launched in correlation with the first ever conference on video marketing automation, featuring more than 15 speakers from HubSpot, Branch and EY; along with thought leaders like GrowthHackers’ Sean Ellis, Martech’s Scott Brinker and Forrester’s Nick Barber.

Mygdal added, “The old marketing saying about not knowing which half of your marketing spend is going to waste is still uncomfortably true. Too often marketers count likes, shares, and plays rather than the true performance of activities. TwentyThree changes that by enabling detailed playback tracking and viewer profiling; through effective conversion tools within video players; and by integrating this data deeply into marketing automation flows.”

Currently, TwentyThree has offices in San Francisco and Copenhagen. An innovator in video marketing, TwentyThree’s video marketing platform is used by hundreds of leading digital marketers globally to run and optimize their video across social and inbound platforms.

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