Six Questions with Brightcove about Video for Enterprise Marketers and Publishers

Welcome to our latest round of Six Questions, a series where we ask our technology partners how they can help the enterprise WordPress community beat growth goals, iterate quickly, and have fun doing it!

Today we’re talking with Jennifer Griffin Smith (She/Her) , Chief Marketing Officer at Brightcove , our longtime Featured Technology Partner providing a full-featured online video platform to enterprise publishers and marketers.

What does success look like for your customers?

Success can look different depending on the type of organization, industry, and business goals. But one thing we have found in common to drive success is having a strong brand and narrative. The key to building your brand awareness and customer loyalty is through having compelling content and, specifically, a video-first strategy that is engaging, compelling, and inspiring for your customers. 

When we partner with our clients, we help them think through their video content strategy and equip them with the tools to own, manage, publish, and monetize their video content.

How do you help your customers accelerate their growth?

Video is one of the most powerful tools companies can use as part of their marketing strategy, and to deliver a unique digital experience. We are continually innovating our product offerings with solutions designed for different use cases. 

Our video streaming technology is the world’s most trusted platform due to its reliability, scalability, and security (it’s even won two Technology and Engineering Emmy Awards). We help our customers stay ahead of the digital curve with a combination of technology and services.

What does the ideal customer look like to your company?

Our video platform is designed to meet the needs of organizations across multiple industries, whether they are looking to engage with employees, sell more products and services or monetize their content.  We have a wide range of customers driving greater audience engagement with the Brightcove Platform. 

Companies including Adobe, Ford, Johnson & Johnson, AMC Networks, BBC, and MasterClass all trust Brightcove. Our customers are looking to drive an improved digital experience, increase content ROI and ultimately increase marketing performance.

How do your customers measure success?

Goals can vary depending on the use case and industry. Our media clients are focused on the quality of the video experience and measure churn, ad monetization/revenue, attention indexes, and the cost of storing and streaming large content catalogs. 

On the other hand, enterprise organizations will look at metrics that show they’re improving marketing ROI, including pipeline metrics, customer and employee engagement, revenue, cost per impression and viewer metrics.

What’s the most exciting thing coming up for your company?

We recently announced that we entered into a strategic partnership with Magnite, the world’s largest independent sell-side advertising platform. We have received significant interest from our current customers and are excited to onboard them. With this integration, Magnite will help power advertising for Brightcove’s customers, which means growing their advertising monetization and ultimately increasing revenue. 

We saw a huge opportunity to help our customers monetize their unsold ad opportunities, and Magnite’s capabilities do just that. In addition, Magnite’s SpringServe ad server integration will give our customers a transparent view of available ad inventory and opportunities to monetize their video content better. We have numerous product innovations and services that we are announcing this year to best serve our customers, including more martech integrations and consulting advisory services.

What will be the most important digital marketing or publishing trend in 2023?

The ‘Producer Economy’ is a global shift in how brands, enterprises, creators and influencers engage, influence and interact with their content. We expect companies to emerge with a “producer” mentality—rather than think of themselves as just “creators”—so they can have true ownership over their content and the distribution and monetization elements. 

The Producer Economy gives further control to brands and creators so they can build their own robust, multi-channel businesses for their most loyal customers and followers while retaining control over the content and owning first-party data to drive their strategy.

Get in touch

Interested in finding out more about our technology partners and the enterprise WordPress ecosystem? Check out the full roster of partners and contact us to learn more.