Brainshark yesterday announced a new partnership with Marketo to provide customers the ability to leverage solutions from both companies to improve communications at all stages of the customer lifecycle.
According to Kate Skelly, vice president of corporate and business development at Brainshark, the video presentation company sells to marketers "more than any other audience." "Nobody argues that video is good; it's really a question of how do I make this video? What we have done is made it very simple to create online video presentations," she says. "People are using Brainshark to improve the effectiveness of their demand-generation efforts, whether that's marketing campaigns or the content on their Web sites or on their blogs. That's a huge area."
This partnership will enable Marketo and Brainshark to recommend each other's products and services to customers. In addition, Brainshark and Marketo used together will:
- enable more members within an organization to quickly and easily create online videos;
- reach audiences with materials delivered in the visual format they prefer and on the devices they choose; and
- give users greater insight into how viewers are interacting with content.
"We are pleased to partner with Brainshark, whose technologies greatly complement our own award-winning solutions," said Amy Guarino, vice president of business development at Marketo, in a statement. "By using our technologies in tandem, companies can deliver high-impact and highly trackable materials to their audiences. This helps our customers' ability to segment and score leads, and helps them maximize results on all marketing activities throughout the entire revenue cycle."
Skelly says Marketo was a "natural fit" for Brainshark. "There are a lot of companies doing some or all of what Marketo does, but if I think about the market, there is a very short list of vendors who I consider real market leaders," she says. "The thing that is really compelling about Marketo is not only is it a great name with a great customer list, but it is an easier-to-use platform, so I think that messaging works really well with Brainshark. That's what Brainshark is all about."
"We use Brainshark and Marketo as a powerful combination for demand generation and lead nurturing," said Tim Riesterer, chief marketing officer at Corporate Visions and a Brainshark and Marketo customer, in a statement. "We use the technologies together to develop, deliver, and track our video-driven, thought-leadership content, which boosts our response rates and allows us to determine the precise impact on pipeline for each campaign."