Case Study: Brightcove achieves 58% lift in target accounts with Demandbase

Brightcove Experiences 58% Lift in Target Accounts

Brightcove, a SaaS leader in online video used by thousands of customers worldwide, faced a growth challenge: traditional inbound marketing wasn’t generating enough new customers, renewals, or expansions. With executive buy-in they adopted an account-based marketing approach using Demandbase, aligning Sales and Marketing to create joint target account lists, integrate ABM across channels, and build cross-functional campaigns.

Brightcove refined target lists collaboratively (Baseline, Build, Iterate) using Demandbase Analytics to prioritize engaged accounts, then ran personalized account-based advertising and multi-channel programs that only reached those targets. Within 12 months ABM drove a 58% lift in target accounts and nearly 40% of new business pipeline; a “Meet Your Account Manager” campaign generated 86 meetings and over $200k in expansion opportunity, while improving sales‑marketing alignment and campaign ROI.

Brightcove