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

At its user conference, Act-On Software focused on the ease-of-use and feature-richness of its marketing automation software portfolio.

Act-On Marketing

NEW YORK--Act-On Software, a marketing automation software provider for small and midsize companies, demonstrated why it is considered a leader in its space at its #iheartmarketing user conference here featuring hundreds of the company’s users.

At the June 6 event, a regional conference for the company’s East Coast customers, users called out Act-On's ease of use, among other benefits.

“We’ve been working with Act-On because it’s the most user-friendly, easiest to implement, fastest to start up of all the ones we’ve used,” Brandon Larocque, managing partner at Access Marketing Company, told eWEEK in an interview at the event here.

“What drove me to search for a [marketing automation] provider was the analytics piece, because I work with market researchers and they want data,” said Monica Mayk, marketing director at Market Connections, also at the #iheartmarketing event. “They need to know what’s working and what isn’t. There are some systems out there that are clearly enterprise-level systems aimed at very large teams. Other systems had pieces and parts that didn’t all work together in one platform. Act-On had the tracking I needed; it was also more budget-friendly and more user friendly. Also, their support and their service are unsurpassed.”

In January, Act-On Software was named a "Leader" among lead-to-revenue management platform vendors in the Forrester Research report: "The Forrester Wave Lead-To-Revenue Management Platform Vendors, Q1 2014" for small marketing teams and large enterprises. Act-On was classified as a leader in both Forrester Wave market categories--Small Marketing Teams and Large Enterprises. Its product and delivery models are right-sized for small and midsize businesses, as well as departments of large enterprises.

The 75 evaluation criteria for the Forrester Wave looked at a mix of current product, future vision and company strength. The criteria were grouped into three high-level buckets: current offering, strategy and market presence--which, combined, determined the Forrester Wave rankings of the top nine solution providers invited to participate in the assessment.

Meanwhile, research firm G2 Crowd also ranks Act-On among the leaders in the marketing automation software space. G2 Crowd says the best marketing automation software products are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size and social impact) and placed into four categories on the G2 Crowd Grid. Leaders offer marketing automation products that are rated highly by G2 Crowd users and have substantial scale, market share and global support and service resources. Leaders include: HubSpot, Pardot, Act-On, Marketo, Eloqua, and Vocus Marketing Cloud.

The marketing automation software market is heating up fast, as a Frost & Sullivan study from earlier this year indicated the market–slated at about $550 million in 2013--is expected to grow to $1.9 billion by 2020. Frost & Sullivan defines marketing automation software as solutions that enable marketing and sales disciplines in small, midsize or large organizations to automate customer engagement activities.

There has been a bit of consolidation in the space, with Oracle acquiring Eloqua for $810 million in 2012 and IBM acquiring Silverpop for an undisclosed amount this year.