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Integrating Online Video with Your Marketing Tech Stack

Video by itself is an effective, engaging content form that provides high ROI, and integrating your online video platform (OVP) with your existing tech stack ensures you can make the most of your video investment. Once more, when video marketing is combined with a company’s website strategy, digital marketing, and sales efforts, marketers can build long-term personal relationships with customers and prospects. This integration is the third step in creating powerful digital 1:1 conversations with video:

  • Step 1: “Who is it?” is achieved by integrating your OVP with marketing automation and interactivity to define the individual with whom you’re communicating
  • Step 2: “What should we talk about?” combines video with interactivity and personalization to enable you to send the right content to the right person at the right time
  • Step 3: “Can you hear me now?” is the backend piece that ensures the tech stacks powering steps one and two (including CMS, marketing automation, and CRM) are integrated for a valuable and seamless user experience. This feedback loop also provides the corporate marketing, sales, and business teams the information they need to drive business results.

First of all, there’s no need to get too technical here because marketers don’t need to be fluent in things like RESTful APIs and webhooks. We just want our stuff to work. Frankly, that’s why understanding the basics of tech stack integrations is important. Streamlining video across your enterprise means there are many points of contact. How do they all fit together? Marketers who want to understand how video links to the marketing tech stack, read on!

Connecting Your CMS and OVP

Managing a content strategy can be overwhelming, as can putting all that content in one place. Video marketers spend much of their day pulling assets from numerous systems and working with many collaborators. Creating an efficient content workflow and maintaining an asset library across various systems is absolutely vital to marketers. So what do you have to gain by integrating your OVP into your CMS? When video flows freely to web publishers via connectors and/or media management APIs from your OVP to your CMS, video becomes accessible to every person in your organization who publishes content. Video is now a part of your content marketing workflow and not isolated from it. Now let’s look at how video can perform in your campaigns.

Integrating Video Data into Your Marketing Automation Platform

Marketing automation gives you a complete picture of your individual prospect or customer, leveraging the digital interactions monitored through your CMS, and now, OVP. Marketing automation allows marketers to utilize the analytics from both platforms to send content based on individual interests, delivering the right content to the right person at the right time. Strategic video increases email opens, CTRs, and landing page conversion, boosting your lead generation. Again, the video data pushed into your MAP helps you qualify, segment, and nurture those leads. By integrating video and marketing automation platforms, you can take much greater control of your marketing efforts and increase ROI.

Pulling Video Analytics and Content Preferences into Your CRM

CRMs create more informed conversations, bridging the gap between marketing and sales. CRMs are powered by the rich data provided by your OVP, CMS, and marketing automation. By integrating your OVP with your marketing automation and CRM platforms, you create customer interactions with the sales team that are more targeted, efficient, and effective for all. Sales reps love a complete profile. Because of the data flowing between these systems, it will be clear what videos were watched, how much of the content was consumed, what additional content was sent via marketing automation, and lastly, when in these marketing efforts the individual was qualified as a sales-ready lead. All this information personalizes sales follow-up, creating a better experience for your prospect and leading to more conversions and upsells for your sales team.


Marketers love data, but who doesn’t? Video metrics are one of the most insightful tools for determining the value of campaigns. The analytics that flow through all these platforms will allow you to understand how video content is performing, which you can share with web development and business intelligence teams. Tech stack integrations help us to align video marketing with business goals and results, allowing us to change the conversation from “video budget” to “video ROI.” What a win.

Working with a myriad of SaaS tools and integrations is the reality of an enterprise marketer, so your online video platform needs to integrate with them all. The end result is the ability to hold effective 1:1 digital conversations with prospects and customers that raise brand affinity, engagement, and conversions.

Get started thinking about your video marketing in a more integrated way by downloading The 4 Aces of Video Marketing today.

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