Product Overview of Act-On
Act-On is a comprehensive, cloud-based marketing automation platform designed to help marketers engage customers at every stage of the buying cycle, from awareness to loyalty. Here’s a detailed look at what the product does and its key features:
Core Functionality
Act-On is an all-inclusive marketing automation platform that automates many marketing tasks, provides robust reporting metrics, and integrates with various marketing and sales tools. The platform is aimed at enhancing customer engagement, converting leads, and delivering exceptional value throughout the customer journey.
Key Features
Automation
- Act-On’s automation module streamlines marketing campaign workflows using a rule-based engine. It automates tasks such as lead management, lead nurturing, lead scoring, A/B testing, and trigger emails. Marketers can create complex, multi-step automation workflows triggered by various events or actions like form submissions, email opens, or website visits.
Inbound Marketing
- The inbound marketing module helps bring prospects to the company through features like campaigns, revenue attribution, content downloads, landing page and website traffic tracking, social media management, and email performance analysis. It also includes marketing funnels to guide prospects through the sales process.
Lead Scoring and Nurturing
- Act-On offers a customizable lead scoring system that uses both demographic and behavioral data to prioritize leads. The system allows for multiple scoring models and predictive lead scoring using machine learning to identify high-potential leads. This feature helps in nurturing leads over time by providing relevant content based on their behavior and characteristics.
Multichannel Marketing
- The platform supports complete multichannel marketing, enabling marketers to engage customers across multiple channels such as email, web, social media, and more. This ensures a consistent message and cohesive campaigns across all touchpoints.
Marketing Analytics and Reporting
- Act-On provides robust analytics and reporting tools, including data visualizations, reporting templates, and data exports. The Data Studio feature, available on the Enterprise plan, integrates with business intelligence software like Power BI or Tableau, allowing for advanced data analysis and insights.
Sales & Marketing Alignment
- The platform fosters alignment between sales and marketing teams by providing tools to identify sales-ready leads, offer insights for personalized messaging, and extend the value of marketing automation to sales teams. This includes customized lead scoring, notifications, and tasks to streamline lead qualification and optimization.
Integration Capabilities
- Act-On integrates seamlessly with major CRM systems like Salesforce, Microsoft Dynamics, and Sugar CRM, as well as other marketing tools such as Google Analytics, Litmus, and more. It also supports API and webhook integrations for custom integrations and real-time data updates.
Content Personalization and Recommendations
- The platform includes AI-powered content recommendations for email campaigns and landing pages, analyzing user behavior and preferences to suggest the most relevant content. This feature helps in increasing engagement rates and personalizing the customer experience.
Additional Capabilities
- Website Visitor Tracking: Act-On provides detailed insights into website visitor behavior, tracking individual visitor journeys, pages visited, time spent on each page, and conversion actions. This data is used to personalize content and inform sales teams about prospect interests.
- Mobile App Enhancements: The platform’s mobile app allows marketers to monitor campaign performance and approve content on the go, providing greater flexibility and responsiveness.
- Act-On Anywhere: This feature enables marketers to access Act-On features directly from integrated applications such as WordPress, Gmail, Microsoft Outlook, social publishing, or web browsers.
Pricing Models
Act-On offers a tiered pricing model based on the number of active contacts, including Professional, Enterprise, and Custom plans. The Professional plan starts at $900/month for up to 2,500 active contacts and includes core marketing automation features. The Enterprise plan starts at $2,000/month and includes advanced features like account-based marketing and custom user roles. Custom pricing is available for organizations with over 25,000 active contacts.