Video is becoming an integral part of many marketing campaigns. It makes perfect sense: when you want to engage your audience, you use the most engaging content.

But how do you know if it’s working?

Best-in-class content marketing campaigns use marketing automation to track and score engagement with the content. Whether it’s clicks or downloads, prospects are nurtured through the sales funnel until they are ready to take the next step – direct contact or purchase.

Conventional marketing automation solutions will track views of a video, but in reality they are tracking a click. With video, that’s just scratching the surface of engagement. Did they watch the entire video, the first 10 seconds, or leave before the video started playing?

Qumu Cloud is integrated with leading marketing automation and CRM solutions like Eloqua, StoneShot and SalesForce – with Marketo integration coming soon – to allow marketers to score their prospects based on their viewing behavior of a video.

Tracking and aggregating these important indicators allow video engagement to become part of the overall equation for your prospects’ path to purchase. This data is also invaluable feedback towards improving your video content. Which videos were watched several times? Where did they lose interest?

Video is uniquely engaging marketing content. Understanding how your audience responds to video is critical for a successful marketing program. Leveraging your existing marketing automation platform is the most effective way to get the most out of your video marketing investments.