MNTN, a major performance marketing platform for Connected TV (CTV), has revealed an exciting new product: a seamless integration with HubSpot, a popular CRM system. By teaming up with HubSpot, MNTN makes it easier for B2B marketers to measure the impact of their Connected TV campaigns on customer acquisition, engagement, and revenue generation throughout the buying process.
With this new product, advertisers using MNTN can see their Connected TV campaign results inside HubSpot, which will enable marketing and sales teams to know better how TV contributes to creating the pipeline and supporting growth. Once the activities of the TV ads are linked to individual contact records, companies are able to know which potential customers watched what TV campaigns and track their follow-up moves.
According to the company, this marks the first time a Connected TV platform has integrated TV advertising data directly into HubSpot at the individual contact level, creating a more transparent and measurable approach to television advertising.
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“MNTN was built so that TV can be as measurable and performance-driven as search and social,” said Mark Douglas, President and CEO of MNTN. “As marketers demand more measurable outcomes from television, we believe the next phase of CTV growth will come from tighter integration with the platforms revenue teams already depend on. By making TV more accountable and accessible to Business-to-Business advertisers, we’re expanding the universe of brands that can confidently invest in the channel. This integration allows us to connect that missing link of TV performance directly to the pipeline.”
The collaboration is driven by significant overlap between the two platforms’ customer bases. MNTN reports that more than 90% of its advertisers are first-time television advertisers, with many representing B2B, SaaS, and growth-focused organizations seeking the same performance measurement capabilities they rely on across search, social media, and email marketing channels.
By bridging Connected TV advertising with HubSpot’s CRM environment, the integration addresses one of the industry’s longstanding challenges: linking television exposure to tangible business outcomes. Marketers can now track and analyze television-driven engagement alongside other marketing touchpoints within a unified platform.
Key capabilities of the integration include:
- Complete Funnel Visualization: Connected TV attribution data is seamlessly integrated with HubSpot contact records and making available through activity timelines. Marketers can follow the complete journey of a campaign from MQLs leads to SQLs, pipeline creation and revenue generation.
- Improved Sales Intelligence: Sales teams deliver direct exposure to the lead that has been exposed to a connected TV campaign, including detailed information at campaign and creative level. This not only helps to customize the sales efforts but also to increase the engagement further.
- One Marketing Attribution: MNTN campaign impressions are kept in line with other digital marketing interactions in the activity history of the prospect providing a single view of customer engagement regardless of different channels.
“The black box of CTV is no more. With MNTN’s integration into HubSpot, we have a real look at how CTV is directly influencing our efforts across the digital landscape,” said Zach Eberhard, Growth Marketing at Overjet.
The launch reflects the growing demand for measurable television advertising solutions and highlights the increasing convergence of traditional media channels with modern revenue operations platforms. As organizations seek greater accountability and performance insights from every marketing investment, integrations like this are helping Connected TV emerge as a more data-driven and accessible channel for B2B growth.