• April 14, 2015

Marketo Partners with Neustar and Brightcove

On the same day that it announced a partnership with InsideView, Marketo also paired with Neustar, a provider of real-time information services and analytics, and Brightcove, a provider of cloud services for video.

The partnership with Neustar will give marketers complete data for consumer engagement.

By cleansing customer and prospect data in real-time, verifying contact information, and scoring prospects for quality before the data is stored, Neustar and Marketo deliver a more accurate and robust process for adding value to B2C clients with large prospect databases. Using its repository of authoritative data linked to offline, online, and mobile identifiers, Neustar helps marketers create up-to-date customer databases and allows them to focus on customers and prospects with a higher propensity to buy.

"Neustar and Marketo share a passion and dedication for transforming how marketers engage with customers," said Lisa Joy Rosner, chief marketing officer at Neustar, in a statement. "Marketers will now be able to achieve even more precision in their campaigns by combining the capabilities offered by Marketo's leading Engagement Marketing Platform and Neustar's Lead Intelligence solution. This integration delivers value to more B2B and B2C marketers in a wide range of industries and builds on our joint strategy to make our leading solutions available wherever marketers need them.";

"Neustar's Lead Intelligence Solution integration into Marketo enhances marketers' insights into potential customers so they can better engage prospects with the right message at the right time over the right digital channel," said Sanjay Dholakia, chief marketing officer at, Marketo, in a statement.

Through the partnership with Brightcove, companies will be able to incorporate video assets into marketing automation. Brightcove's initial integration with Marketo will allow customers to track user engagement and performance of video marketing campaigns for enhanced lead scoring, segmentation and content nurturing programs. The data from the platforms will be able to provide enhanced insight into programs, leading to better lead scoring and follow-up activities and, subsequently, better qualified prospects and better conversion rates.

"In this new digital, social mobile world, marketers and the marketing function are the ones leading the customer journey. Being in the driver's seat means thinking differently about how you engage with your customers and prospects," said Lou Pelosi, senior director of LaunchPoint at Marketo. "We're excited to have Brightcove join LaunchPoint to offer our customers an innovative solution that will help them transform their marketing programs to focus on building long-term, personalized relationships with their customers via video."

"The partnership between Brightcove and Marketo brings together two industry leaders and results in a powerful marketing toolset for customers," said Caren Cioffi, senior vice president and general manager of digital marketing at Brightcove, in a statement. "Marketers realize the value of video and increasingly want to incorporate it to supercharge their campaigns throughout the customer journey. By utilizing video analytics within the Marketo platform, marketers can significantly improve the results of their marketing programs."

Brightcove earlier this month announced a partnership and integration with Oracle Marketing Cloud.

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