The Clout of Act-On Marketing Automation
The Forrester Wave 2017 Report demonstrated a sense of growth and change to the marketing automation space, the fastest growing software category around these days. With more than 2/3 of industry leaders already using a marketing automation platform, and another 20% planning to adopt before the end of 2018, it’s no wonder the industry continues to shake up. Despite seeing some familiar names in the Leaders category, Forrester’s 2017 release also showed some major changes. While Pardot and Hubspot descended down into lower quadrants, Act-On rose into the Leaders category, challenging mainstays who have been at the center of the discussion, and causing quite a bit of drama around their competition.
Here’s what I see as being the main reasons Act-On is changing the game this year, and what they are doing to make the biggest leaders sweat.
- Analysis Tools: The final selling point that makes Act-On the most attractive platform and hottest in the leader’s category is that it outranks virtually every other platform for its reporting and analysis power and functions. The lead scoring system and customer journey process inside Act-On allows for a much more dynamic view of a client or prospects engagement. Testing and reporting functions like AB testing – which sends a portion of emails with different subject lines/content and tests their effectiveness before choosing the best performing option to deploy for the rest of the list – give you the best live-updated strategy and goes with it automatically. Meaning not only does it tell you what methods work best or worst for you, but it automatically applies these best practices to the automated segmenting and campaign deployment, making it the marketer’s best friend and secret weapon for a constantly changing and evolving marketing strategy to address the madness of today’s market.