New partnership allows HubSpot users to track and target prospects based on video usage analytics from Brightcove.

Inbound marketing leaders HubSpot, and video solutions provider Brightcove, recent partnership announcement will help the two Boston-based companies deliver targeted video analytics to their customers. With video traffic projected to be 82% of consumer internet traffic by 2020, both companies believe their paths to growth will converge around the increasing domination of video content.

Consumers are increasingly looking to video as their preferred form of content, giving marketers the opportunity to analyzing video viewing data to more effectively target, prioritize, and track their best prospects. Tracking deeper metrics around individual video consumption figures and watching patterns is a gap in the market feel.

The new alliance will aim to address this insights gap to provide better analytics in both areas. Under the new partnership, video analytics data from Brightcove will now be available for marketers using HubSpot’s content marketing software. HubSpot users will also be able to capture prospect data and automate trigger-based email campaigns based on insights from the analytics.

“We’re thrilled to be joining forces with HubSpot, another pillar in the vibrant Boston tech community, to provide marketers across the globe with the best combination of high return technology solutions they need to succeed,” said Caren Cioffi, EVP and GM, enterprise and digital marketing business at Brightcove. “We built a powerful product, Brightcove Audience, specifically for integration use cases like this one, enabling customers to connect video viewing data seamlessly with other tools in their marketing technology stack.”

“Our customers are savvy, forward-thinking marketers, and we are always looking to provide them with innovative solutions to help them grow,” said Brad Coffey, Chief Strategy Officer at HubSpot. “Video continues to be an important medium for our customers, and we’re excited to be teaming up with Brightcove to bring their robust video analytics directly into our product offering.”