With the advanced viewer analytics of Brightcove, Finastra realized that the most valuable interactions with prospects and customers were happening with video marketing content. Especially because Finastra TV became a destination channel.
“In the past, we had video content on YouTube. But we weren’t getting analytics, the data wasn’t integrated with our CRM, and the user experience was very fragmented,” said Klueckmann. “Today, we can see what content each prospect consumes, whether they’re watching a video about green lending or a new regulation, and if they visit another Finastra website. The digital UX is fully integrated within all Finastra’s digital entities.”
By integrating marketing automation with Brightcove, Finastra could identify viewers by name, job title, and behavior. Sales could follow up based on specific video content that was consumed, ensuring every message was relevant. As the lockdowns of COVID-19 eased and physical events came back, Finastra doubled down on video …