Act-On Takes Ease-Of-Use Approach to Marketing Automation

By Darryl K. Taft  |  Posted 2014-06-09 Print this article Print
Act-On Marketing

“The continued growth of the industry has uncovered pockets of opportunity where specialized vendors can compete successfully with established general-purpose systems,” said David M. Raab, founder and principal at Raab Associates, in a statement. “We’re seeing a new generation of products emerge to claim these niches.”

In May, Act-On announced that W-Systems, a sales and marketing systems integrator, saw a seven-fold increase in qualified leads after switching to Act-On for marketing automation. W-Systems' lead generation jumped from four leads per week to four leads per day after leveraging Act-On to fuel its content marketing strategy.

Prior to Act-On, W-Systems' internal marketing programs were inconsistent and infrequent. Its strategy consisted of sporadic email, newsletter and Google AdWords campaigns. The only predictable inbound traffic the Website generated was through AdWords. Act-On has allowed W-Systems to execute a multi-channel content marketing strategy across email, Web and social that drives a steady flow of leads and cuts advertising spend in half.

"Instead of doing a little bit of marketing once every five months or so--which is very ineffective--Act-On has allowed a small group like mine to accomplish consistent marketing," said Christian Wettre, president of W-Systems, in a statement. "That makes all the difference. If I hadn't had Act-On, I wouldn't have been able to accomplish that consistency, because it would have been too difficult to do it across all the different systems involved."

Also last month, Act-On announced that CoreElement, a marketing agency with a focus on B2B and B2C companies within the industrial manufacturing space, had embraced Act-On as part of its corporate strategy and was using it to redefine its business.

As part of CoreElement's demand generation and corporate marketing initiatives, the agency developed a global industrial marketing survey using Act-On's predefined templates and forms. CoreElement created the survey within the Act-On dashboard in a matter of days, and executed it across seven time zones, using a progressive roll out feature to ensure the message was delivered to the thousand marketer pool during their time of business. The survey garnered more than 400 responses.

"What would have taken months or even years to launch and compile, only took us a few weeks with Act-On," said Bob Parina, president and creative director of CoreElement, in a statement. "Act-On has helped us create more formal processes and a better marketing workflow, allowing us to accomplish more with less."

Meanwhile, the market will continue to shape up and Act-On will face increased competition in the marketing automation market. Yet, Raghavan said he believes “the danger comes from below us, not above us.” He said he is more concerned about newer, smaller players entering the market with new ideas and approaches.

For instance, Raghavan said Act-On became the first marketing automation provider that introduced month-to-month licensing and it did so to wrest a customer from a competitor. Nimble moves like that can be game changers, he said. Also, Act-On is on a weekly release cadence, with new releases coming every week–which in the SaaS world, is practically a requirement, he said.


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