The Clout of Act-On Marketing Automation

The clout of marketing automation

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.

  • Ease of Use: Act-On’s most shining achievement this year is doing what every other leader continues to refuse to do… put effort into making their platform easy to use. Seems like this would be a no-brainer for giants like Marketo, who keep losing clients who simply don’t have the technical know how to get the value out of a platform with great power and performance (reviews that suggest that their clunky interface is actually too difficult for even the savviest marketers to leverage effectively.) Yikes! Meanwhile, Act-On swaps a code-heavy interface with a drag and drop process and content builder, and simple yet flexible lead scoring system to offer the most dynamic functionality without any need for marketers to learn high level IT and development/design functions that slow them down and limit their time available to market directly with their top prospects.
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  • Time to Value: Act-On is winning heavily among clients new to marketing automation adoption, because while other solutions require massive overhauls and heavily embedded platforms demanding to overstretch precious IT resources, Act-On offers the lowest average implementation time of leading MarTech offerings – offering a lean 30 day average time from purchase to full function for teams – making Act-On a key contender for any team looking for growth but lacking the time, resources, and energy to dedicate a quarter (or more) to getting it up and running. With Act-On, marketers can get it in place and see a good influx of new growth right away.
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  • ROI: Act-On offers tangible return on investment, for more than a couple reasons. Mainly, Act-On wins big because it offers the full power and dynamic function of any other leader while coming in with a 2-10x lower bill than the other usual suspects.  Act-On also frees up working hours and IT resources in areas where other marketing solutions require expansion in those departments, meaning it saves money where others require additional investment (think ease of use!).  Not only that, but Act-On’s active contact pricing model only charges you for the contacts you hit in a given month; contrast and compare to other leading marketing automation platforms, and you’ll find that people leave their old provider feeling punished by their platform for generating leads (the very thing the platform is designed to do).  Overall, Act-On users see incredible and fully measurable ROI that challenges output for any team of any size using any other platform.
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  • Support: Act-On’s support strategy is simple, direct, and transparent. You get the basic break-fix support 24/7 from their in-house team standard, something Marketo continues to move away from.  Beyond that, there are two higher levels of support/training that you can opt for if your enterprise needs a little more assistance.  With these packages, there’s no hidden fees, no added charges, and no troublesome loopholes.  Even the best support with teams like Hubspot, known for customer service and dedication to their clients, don’t offer the full transparency and support for teams of any size, a reason Forrester shows Act-On outranking other platforms for service and support for all types of clients.
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    1. 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.

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