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 Act-On does and its key features:
Core Functionality
Act-On automates and streamlines various marketing tasks, enabling marketers to respond effectively to customer interactions across multiple channels. The platform is built to enhance customer engagement, convert leads, and support a seamless customer journey.
Key Features
Automation
Act-On’s automation module uses a rule-based engine to streamline marketing campaign workflows. 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 by leveraging features such as campaigns, revenue attribution, content downloads, landing page and website traffic tracking, social media engagement, email performance, and marketing funnels. This module is crucial for attracting and engaging potential customers.
Lead Scoring
Act-On offers a customizable and advanced lead scoring system that uses both demographic and behavioral data to prioritize leads. The system allows for multiple scoring models and predictive lead scoring, leveraging machine learning to identify high-potential leads based on historical data. Lead scores can be adjusted in real time based on factors like website behavior and social media interactions.
Multichannel Marketing
The platform supports complete multichannel marketing, enabling marketers to engage customers across email, web, social media, and other channels. This ensures a consistent message and experience across all touchpoints.
Marketing Analytics
Act-On provides robust analytics and reporting capabilities, including data visualizations, reporting templates, and data exports. The Data Studio feature, available on the Enterprise plan, integrates with business intelligence tools like Power BI or Tableau, allowing for advanced data analysis and insights.
Sales & Marketing Alignment
Act-On facilitates alignment between sales and marketing teams by providing tools to identify sales-ready leads, offer insights for personalized messaging, and track the impact of marketing efforts on sales. This alignment enhances the customer experience and improves business outcomes.
Integration Capabilities
The platform offers seamless integrations with major CRM systems like Salesforce, Microsoft Dynamics, and Sugar CRM, as well as other marketing tools. Act-On also supports API and webhook integrations, enabling real-time data updates and custom integrations with other tools in the marketing stack.
Lifecycle Marketing
Act-On’s lifecycle marketing automation tools take a phased and scalable approach to understanding, engaging, and delighting customers at every stage of their journey. This includes extending the customer relationship past the point of sale and turning leads into lifelong brand champions.
Content Personalization
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 enhances engagement rates and personalizes the customer experience.
Additional Tools and Features
- Website Visitor Tracking: Act-On provides detailed insights into website visitor behavior, tracking individual visitor journeys and conversion actions to personalize content and inform sales teams.
- Act-On Anywhere: This feature allows marketers to access Act-On tools directly from integrated applications like WordPress, Gmail, Microsoft Outlook, and social publishing platforms.
- Mobile App Enhancements: The mobile app enables marketers to monitor campaign performance and approve content on the go, providing greater flexibility and responsiveness.
Pricing and Plans
Act-On offers a tiered pricing model based on the number of active contacts, with plans including Professional, Enterprise, and Custom options. The Professional plan starts at $900/month for up to 2,500 active contacts, while the Enterprise plan starts at $2,000/month and includes advanced features. Custom pricing is available for organizations with over 25,000 active contacts.
In summary, Act-On is a powerful marketing automation platform that offers a wide range of features to streamline marketing strategies, enhance customer engagement, and align sales and marketing efforts. Its flexibility, advanced analytics, and seamless integrations make it a valuable tool for businesses of all sizes.