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 delivering exceptional customer experiences, driving lead generation, and enhancing sales and marketing alignment.
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. This module helps in creating, editing, sharing, and saving lead automation workflows, including website visitor tracking, landing page templates, and form builders.
Inbound Marketing
The inbound marketing module helps bring prospects to the company by leveraging campaigns, revenue attribution, content downloads, landing page and website traffic, social media engagement, email performance, and marketing funnels. This module is designed to attract prospects rather than reaching out to them proactively.
Multichannel Marketing
Act-On offers robust multichannel marketing capabilities, allowing marketers to personalize customer interactions from awareness to loyalty. This includes tools for email marketing, social media management, SMS marketing, and content creation. The platform enables the creation of engagement-focused landing pages and forms, as well as the use of actionable data to execute programs and grow business.
Lead Scoring and Segmentation
Act-On features a customizable lead-scoring system that allows marketers to prioritize and score leads based on their actions, engagement level, and other key metrics. The system is fully customizable, enabling marketers to define their own scoring criteria and adjust scores in real time based on factors like website behavior and social media interactions.
Analytics and Reporting
The platform provides advanced analytics and reporting tools, including data visualizations, reporting templates, and data exports. Act-On’s Data Studio, available on the Enterprise plan, integrates with business intelligence software such as Power BI or Tableau, offering deeper insights into marketing data.
Integration Capabilities
Act-On seamlessly integrates with a wide range of customer relationship management (CRM) systems, including Salesforce, Microsoft Dynamics, NetSuite, Zendesk Sell, and SugarCRM. It also integrates with other marketing tools like Google Analytics, Litmus, and various email marketing platforms via APIs or Zapier. This integration allows for streamlined workflows, eliminates manual data entry, and provides a holistic view of customer interactions.
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.
Act-On Anywhere
The Act-On Anywhere tool allows marketers to access Act-On features directly from integrated applications such as WordPress, Gmail, Microsoft Outlook, social publishing, or web browsers. This enhances productivity by enabling marketers to work within their familiar environments while leveraging Act-On’s capabilities.
Benefits
- Customer Engagement: Act-On helps in keeping customers engaged at every stage of the customer journey through multichannel marketing and personalized interactions.
- Lead Generation and Nurturing: The platform transforms cold prospects into warm leads and eventually closed deals using powerful tools like forms, landing pages, and lead scoring.
- Sales and Marketing Alignment: Act-On aligns sales and marketing teams to improve the customer experience and business outcomes.
- Flexibility and Ease of Use: Known for its intuitive and modern UI, Act-On is designed to be easy to use while offering sophisticated and feature-complete marketing automation capabilities.
In summary, Act-On is a powerful marketing automation platform that offers a wide range of features to help marketers automate, personalize, and optimize their marketing efforts across multiple channels, ultimately driving better customer engagement and business growth.