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 is built to automate and streamline various marketing tasks, enabling marketers to respond effectively to customer interactions across multiple channels. The platform focuses on both inbound and outbound marketing, facilitating a tighter alignment between marketing and sales teams.
Key Features
Multichannel Marketing
Act-On allows for complete multichannel marketing, keeping customers engaged through email, web, social media, and other channels. This ensures a consistent message and experience across all touchpoints.
Marketing Automation
The 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.
Lead Scoring
Act-On features 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. Scores can be adjusted in real time based on factors like website behavior and social media interactions.
Lead Generation and Nurturing
The platform includes powerful tools for lead generation, such as forms, landing pages, and personalization. It helps transform cold prospects into warm leads and eventually into closed deals through sophisticated nurture campaigns and onboarding sequences.
Inbound Marketing
Act-On’s inbound marketing module helps bring prospects to the company by managing campaigns, revenue attribution, content downloads, landing page and website traffic, social media engagement, email performance, and marketing funnels. This module is designed to attract and engage prospects rather than reaching out to them directly.
Analytics and Reporting
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 software like Power BI or Tableau, allowing for advanced data analysis and insights.
CRM and MarTech Stack Integrations
The platform offers deep, bi-directional integrations with major CRM systems such as Salesforce, Microsoft Dynamics, and Sugar CRM. It also supports API and webhook integrations, enabling custom integrations with other tools in the marketing stack. This seamless integration allows for real-time data synchronization and automation of tasks like lead routing and qualification.
Automated Marketing Journeys
Act-On’s Automated Journey Builder features a flexible visual canvas to build multi-channel, multi-touch marketing outreach programs. This tool includes intuitive if/then conditional logic and content personalization functionality, enabling marketers to deliver tailored brand experiences that drive engagement and customer loyalty.
Lifecycle Marketing
The platform includes lifecycle marketing automation tools that take a phased and scalable approach to understanding, engaging, and delighting customers at every stage of their journey. This extends the customer relationship past the point of sale and turns leads into lifelong brand champions.
Mobile and Anywhere Access
Act-On offers a mobile app with enhanced features for monitoring campaign performance and approving content on the go. The Act-On Anywhere tool allows marketers to access Act-On features directly from integrated applications like WordPress, Gmail, Microsoft Outlook, and social publishing platforms.
Pricing and Plans
Act-On offers a tiered pricing model based on the number of active contacts. The plans include:
- Professional: Starting at $900/month for up to 2,500 active contacts, including core marketing automation features and basic reporting.
- Enterprise: Starting at $2,000/month for up to 2,500 active contacts, including advanced features like account-based marketing and advanced analytics.
- Custom: For organizations with over 25,000 active contacts, Act-On offers custom pricing based on specific needs and usage. Annual contracts are required.
In summary, Act-On is a powerful marketing automation platform that helps marketers automate and optimize their marketing efforts, enhance customer engagement, and drive better business outcomes through its comprehensive suite of features and seamless integrations.