HubSpot adds on-board video capability with Vidyard integration

Inbound marketing and sales platform HubSpot introduced a native video function to its platform, through an integration with business video platform Vidyard, on Wednesday.

The new capability, which highlights the growing importance of video in business, operates inside the HubSpot dashboard for marketing, sales or service, Vidyard co-founder and CEO Michael Litt said. Previously, HubSpot users needed to embed a video created with external tools.

Marketers can now upload an externally produced video and then publish it to a branded landing page hosted on the HubSpot platform. Sales or service people can utilize a webcam to record a video for a customer, or they can screen-record an online process, both of which employ the onboard Vidyard application.

Using HubSpot functions, the video can be sent via a clickable thumbnail, a link or other messaging to a prospect or customer. Vidyard’s application also shows analytics about engagement with the video.

In addition to publishing a video inside a landing page, utilizing a built-in video recording or recording an on-screen activity, the Vidyard integration also allows a marketer to add clickable calls to action in an overlay on top of the video. Since the video is used only on a brand’s page or in a brand’s messaging, this functionality is designed to propel the prospect to take action. It is not designed to be used in advertising.

The video created by the new onboard capability is playable on the Vidyard player on HubSpot, but it can also be exported in a variety of formats, Litt said.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.