Creating Leads: The Marketers Guide to Integrating Video Into HubSpot

This is Part 1 of our white paper, The Marketers Guide to Integrating Video Into HubSpot & Improving Data. In this preview, you’ll get a partial look into how companies can create more inbound leads with their video players, all while syncing that user behavior to HubSpot. Click here to download the full white paper.

Marketing automation software is often seen as the backbone of a marketing department. It’s where campaigns are automated, leads are scored, and prospects are nurtured. HubSpot, one of the leading marketing automation systems in the world, has been used by tens-of-thousands of brands to run their inbound marketing campaigns. They describe themselves as “software to fuel your growth and build deeper relationships, from first hello to happy customer and beyond.”

From landing pages to blogs to emails, HubSpot has covered most of the marketing tactics required to move customers or users towards a conversion. But with 80% of website data expected to come from video by 2020 (Cisco), it’s essential for marketers to now harness the power of their video data in their HubSpot inbound marketing campaigns.

“I think this is a really exciting time because there’s so much happening in video, you know, this ability to really think about integrating video not just as something static, but something that’s really integrated into the experience, we interact with it. I’m very excited about those capabilities being integrated into the HubSpot platform through the ecosystem partnerships,” Scott Brinker, VP Platform Ecosystem at HubSpot told us at INBOUND 17.


The TwentyThree-HubSpot integration helps you take back the missing half of your video marketing data. It's an integration that syncs both ways, providing video engagement data on already identified leads that are cookied and tracked across your entire marketing funnel.

According to our help center: “When a video is played by a contact already in HubSpot, the profile information will also be available when using Audience in TwentyThree. This also means that already identified/known contacts will not be subject to gating in videos, webinars and live events -- and will not need to fill in information twice.”

The in-depth nature of this integration is essential to building campaigns that are completely data-driven when it comes to video.

In this white paper we’ll cover how marketers can:

  • Build lead generating campaigns through video & sync leads to HubSpot
  • Nurture those leads through measuring lead scores and video engagement data
  • Use HubSpot email in conjunction with video content
  • Segment users based on their video behavior and data

Creating More Lead With Video

Generating leads from content is a natural marketing tactic for many brands looking to build their database and lead pool. Historically, this has included eBooks, white papers, checklists, guides, and copious other types of content. But in 2018, video is the best way to tell a story in a digestible manner.

Gating videos is an effective way to reduce friction and steps to accessing valuable content. By adding collectors to a video, marketers can effectively collect leads that will be synced to HubSpot.


Through the integration with TwentyThree, all content is accessible if a contact is already identified in your database. For example, if a prospect has watched one on-demand webinar, they won’t have to put in their information to watch another one, even though that engagement data will still be tracked inside of a HubSpot contact card.

After a prospect has initially given you their info through a video lead form, marketers will be able to see all of the same information as if it were a traditional landing page on HubSpot:  

  • E-mail
  • First name
  • Last name
  • Company name
  • Title
  • Phone
  • Video title
  • Video category
  • Video tags
  • Is live event

To download the full white paper, The Marketers Guide to Integrating Video Into HubSpot & Improving Data, click here.