Act-On

Act-On Software is a software-as-a-service product for marketing automation. The company is headquartered in Portland, Oregon and was founded in 2008, originally retailing its software exclusively through Cisco, which provided $2 million in funding.

Act-On
Developer(s)Act-On
Initial release2008 (2008)
Operating systemSoftware as a service
TypeMarketing automation
LicenseSubscription
Websiteact-on.com

History

Act-On was founded in 2008 by Raghu Raghavan, formerly a founder of Responsys, after he saw "potential for a sophisticated, but affordable SaaS marketing tool mid-market companies could easily use."[1] Act-On initially sold through alternate channels, but later created its own sales team.[2] Entering the market after several competitors had been established, Act-On had a second-mover advantage, learning from the successes and failures of earlier market entrants.[1]

In 2019 Act-On raised a second round of funding for $4 million[3][4]

In 2011, Act-On raised a third round for $10 million in June 2011 and established a new location in Silicon Valley.[5] An additional $16 million in funding was raised the following year.[6]

By 2013, the company had 140 employees,[7][8] up from 11 in 2010 and 35 in 2011.[9][10]

In early 2016, it expanded again into larger offices in Portland.[11]

In April 2014, $42 million in additional funding was raised, which was the largest funding round in the Oregon technology market since the dot com bubble.[12][13] Act-On now employs about 200 people across the US and UK, serving more than 4,000 customers worldwide.[2][14] In 2015, Act-On expanded its executive team with a new CFO, formerly of the company Jive, a VP of demand generation, previously with ExactTarget, and a VP of cloud operations.[15][16]

In June 2020, Act-On Software rebranded itself to fit the modern marketing tool needs, prioritizing engagement, updates on services, and product inventory.[17]

Features
The "Quick Start" guide in Act-On's online user interface.

Act-On is a subscription-based software-as-a-service (SaaS) product for marketing automation. Its software products are for email marketing, landing pages, social media prospecting, CRM integration, lead management, webinar management, and analytics.[18][19][20]

Act-On has a Twitter prospector tool introduced in 2010 that automates the publishing and monitoring of content on Twitter, tracking prospective customers and measuring their activity.[21] An Act-On Insight tool, released in June 2012, compares a company's social media marketing performance to competitors.[22][23] Its Hot Prospects tool, introduced at the 2011 Dreamforce conference, creates a dashboard in Salesforce.com that scores the likelihood a prospect is ready to make a purchasing decision.[24] A set of software tools for search engine optimization, pay-per-click advertising and other inbound tactics was introduced in May 2013 under the name Act-On Inbound. Act-On also introduced a mobile app and mobile optimization features.[25][26][27] In July 2014, Act-On announced a set of product updates intended to improve data visualization and customize the user experience.[28] Enhancements included a responsive email composer and expanded CRM integrations.[29][30][31]

In March 2015, It introduced Act-On Anywhere, a Chrome application allowing users access to marketing automation data and functionalities across any web-based browser.[32] Allowing users to embed calls-to-action in web pages and blogs from any web-based content management system,[33][34][35] this extension along with Act-On's open APIs, supports a larger vision for an open marketing ecosystem, in which third-party applications can plug and play with Act-On – ensuring that end-users can continue to leverage their current systems and augment the use of those systems using engagement data collected within marketing automation.[34][36]

In June 2015, Act-On released Data Studio, an advanced data access and analytics tool allowing users to visualize, select, configure and export Act-On data to any Business Intelligence (BI) platform.[37] Offered as part of Act-On's enterprise package, the feature equips users with built-in wizards, filters and templates to extract and report on engagement data in real-time.[38][39][40]

Act-On is intended for marketing departments across small, midsize and enterprise companies, serving as a lower-cost and more customer-service focused alternative to enterprise software suites.[41][42]

Users can manage WebEx and GoToWebinar events within the software. It also integrates with data and analytics services, such as Google Analytics.[43][44] More connectors are available for Microsoft Dynamics, WordPress, Salesforce, SugarCRM, Oktopost and others.[45][46][47]

As part of its Open Marketing Ecosystem, the Act-On platform offers native integrations with all major CRM systems, to be vendor-agnostic without being indifferent.[48][49] A separate version for agencies has an agency dashboard to centrally manage multiple client campaigns and is sold at a lower bulk price.[44] Act-On also promotes its agency partners and third-party applications on the Act-On Partner Exchange (APEX), manages an educational resource called the Act-On Center of Excellence (ACE) and provides professional services.[44][47]

Reception

The company was named to the Inc. 500 List of Fastest-Growing Privately Held Companies in 2013, 2014 and 2015,[50] Deloitte's Technology Fast 500 List in 2013[51] and 2014,[52] and Portland Business Journal's List of 100 Fastest-Growing Private Companies in 2013,[53] 2014,[54] and 2015.[55]

In 2022, Constellation ShortList™ selected Act-On as one of the ten top vendors on the B2C Marketing Automation for Small to Mid Sized Business list, ranked alongside multiple enterprise-level competitors.[56] This followed selection of 2021 for both the B2C Marketing Automation and B2B Marketing Automation Constellation lists.

In early 2015, the Portland Business Journal anointed Act-On's CEO Raghu Raghavan the Technology CEO of the Year, for his ability to manage the company's growth across multiple offices and continents.[57]

Act-On published the results of a three-month survey, detailing differences between top and average performing B2B companies.[58][59] The report found that few marketers owned the customer lifecycle "end to end," and top-performers were likelier to focus on customer retention and expansion, rather than their mid-size, average-performing peers.[60][61][62][63] For its efforts promoting this report, Act-On was shortlisted for MarketingProfs' 2015 B2B Bright Bulb Awards.[64]

In the 2014 Forrester Wave Report on Lead-to-Revenue Management Vendors, Act-On was ranked a leader in both categories: Small Marketing Teams and Large Enterprises. Forrester noted that Act-On did an admirable job delivering functionality for "nearly every criterion" evaluated: Simplicity, feature set, software and support.[65] In Gleanster's Gleansight 2014 benchmark, Act-On received a "Best" ranking in three out of four categories: Ease of deployment, ease of use and overall value.[66] In the 2014 VEST report from analyst firm Raab Associates, Act-On was awarded "good scores" on the "product and vendor dimensions," numbering among "strong leaders" in the "crowded small-to-midsize company segment."[67] The 2015 VEST report named Act-On as "the only privately held company to rank as a leader across all major categories of business."[68]

References
  1. Soper, Taylor (April 15, 2014). "Marketing automation startup Act-On raises $42M, sets sights on IPO". Geekwire. Retrieved June 28, 2016.
  2. Gupta, Ankush. "Interview with Raghu Raghavan, Founder & CEO, Act-On Software". MarTech Advisor. Retrieved June 28, 2016.
  3. Rogoway, Mike (November 14, 2010). "Act-On resists Silicon Valley's call, lands $4 million in venture capital anyway". The Oregonian. Retrieved June 28, 2016.
  4. "Act-On Software Scores $4M from Voyager, USVP | Xconomy". Retrieved June 28, 2016.
  5. Batista, Amanda (November 29, 2011). "Act-On Software Surpasses 500 Customers; Plans Aggressive Expansion Track In 2012". DemandGen Report. Retrieved June 28, 2016.
  6. Butcher, Mike (September 6, 2012). "Act-On's $16M D Round From Norwest Venture Is Evidence That Online Marketing Will Be Automated". TechCrunch. Retrieved June 28, 2016.
  7. "Inc. 5000: #172 Act-On Software". Inc. Magazine. Retrieved June 28, 2016.
  8. Anderson, Mark (April 28, 2014). "Act-On Software on hiring spree, mostly for Roseville office". Sacramento Business Journal. Retrieved June 28, 2016.
  9. Rogoway, Mike (June 1, 2011). "Act-On Software lands $10 million in venture capital, says Portland startups are finally getting respect". The Oregonian. Retrieved June 28, 2016.
  10. "Act-On Software Reports 405% Revenue Growth; Expands International Footprint". DemandGen Report. January 19, 2012. Retrieved June 28, 2016.
  11. Rogoway, Mike (May 22, 2013). "Act-On Software, continuing to grow, will move to larger offices in Beaverton". The Oregonian. Retrieved June 28, 2016.
  12. Rogoway, Mike (April 15, 2014). "Act-On Software lands whopping $42 million VC round, among Silicon Forest's biggest ever". The Oregonian. Retrieved June 28, 2016.
  13. Spencer, Malia (April 15, 2014). "Act-On Software lands $42M". Portland Business Journal.
  14. "Act-On Software". Act-On Software. September 28, 2022. Retrieved September 28, 2022.
  15. Bell, Jon (March 30, 2015). "Tech firm lures CFO away from Jive, expands management team". Portland Business Journal. Retrieved June 28, 2016.
  16. Rogoway, Mike (March 30, 2015). "Act-On Software hires CFO from Jive, names two other execs". The Oregonian. Retrieved June 28, 2016.
  17. Haileyesus, Samson (2020-06-11). "Act-On Software Rebrands to Offer Modern Marketing Tools to Businesses". Small Business Trends. Retrieved 2020-06-24.
  18. Ludwig, Sean (8 August 2013). "5 Davids beating Goliath in the cloud arena". Venture Beat.
  19. "Marketing automation startup Act-On raises $42M, sets sights on IPO". GeekWire. 2014-04-15. Retrieved 2016-05-21.
  20. "Independent Act-On Software Review". www.crmsearch.com. Retrieved 2016-05-21.
  21. "Act-On Twitter App Connecting Social Outreach to Marketing Automation". DemandGen Report. April 5, 2010. Retrieved July 19, 2016.
  22. Gleberman, Monica (June 28, 2012). "Act-On Software Launches New Tracking Tool, Act-On Insight". TMCNet. Retrieved July 19, 2016.
  23. Knight, Kristina (July 2, 2012). "New tools offer additional reporting features for online, social". BizReport. Retrieved July 19, 2016.
  24. Casey, Kevin (September 2, 2011). "One SMB's Secret for Improving Sales Leads". InformationWeek. Retrieved July 19, 2016.
  25. "Act-On Extends Inbound Marketing Capabilities, Unveils Mobile App". May 30, 2013. Retrieved July 19, 2016.
  26. Zinck, Barb (May 29, 2013). "Act-On Adds Inbound Marketing Capabilities, New Mobile App". CMS Wire. Retrieved July 19, 2016.
  27. Romano, Benjamin (May 29, 2013). "Meeting the Wizard of Moz: Culture Breeds Community". Xconomy.
  28. Dayaratna, Arnal (July 15, 2014). "Act-On Announces Data Visualization, User Experience, and Integration Enhancements for its Marketing Automation Platform". Cloud Computing Today. Retrieved July 19, 2016.
  29. Zimmerman, Kim (June 10, 2014). "New Funnel Reports, Gmail Integration Among Upgrades Unveiled At Act-On User Event". Demand Gen Report. Retrieved July 19, 2016.
  30. Koetsier, John (July 15, 2014). "Act-On revs up marketing automation: Adds funnel reports, Gmail integration, and more". Venture Beat. Retrieved July 19, 2016.
  31. Nicastro, Dom (July 19, 2016). "Act-On's Enhancements Focus on Reporting, Responsive Design". CMS Wire. Retrieved September 15, 2015.
  32. Urbanski, Al (March 11, 2014). "Act-On Brings Automation to the Browser". Direct Marketing News. Retrieved July 19, 2016.
  33. Noyes, Katherine (March 11, 2015). "New Chrome app puts Act-On's marketing automation tools front and center for SMBs". CIO Magazine. Retrieved July 19, 2016.
  34. Eddy, Nathan (March 17, 2015). "Act-On Anywhere Targets Small Business Marketers". EWeek. Retrieved July 19, 2016.
  35. Dressler, Amberly (March 18, 2015). "Take Your Marketing Act Anywhere". Website Magazine. Retrieved July 19, 2016.
  36. Jones, Andrew (March 11, 2015). "Embedding marketing automation in WordPress, Twitter, LinkedIn: Act-On launches Anywhere". Venture Beat. Retrieved July 19, 2016.
  37. "Act-On surfaces engagement data". The Hub Comms. June 2, 2015. Archived from the original on 2016-07-01. Retrieved July 19, 2016.
  38. Eddy, Nathan (June 5, 2015). "Act-On Announces Data Studio for Deeper Analytics, Visual Discovery". EWeek. Retrieved July 19, 2016.
  39. Levine, Barry (June 1, 2015). "Act-On releases new Data Studio tool to feed data-hungry marketers". EWeek. Retrieved July 19, 2016.
  40. Nicastro, Dom (June 3, 2015). "Act-On Promises Deeper Analytics in Data Studio". CMS Wire. Retrieved July 19, 2016.
  41. Aquino, Judith (June 27, 2012). "Act-On Software Rolls Out Online and Social Media Tracking Tool". DestinationCRM. Retrieved July 19, 2016.
  42. Morphy, Erika (June 29, 2012). "Act-On Insight Lets Businesses See How They're Seen Online". CRM Buyer. Retrieved July 19, 2016.
  43. Wizdo, Lori (January 21, 2014). "The Forrester Wave: Lead-to-Revenue Management Platform Vendors, Q1 2014". Forrester. Retrieved July 19, 2016.
  44. Schoen, Claire, Market Intelligence Report: B2B Marketing Automation Tools 2013: A Marketer's Guide (PDF), retrieved July 19, 2016
  45. "The 2012 Sales And Marketing Integration Award Report". DemandGen Report. June 26, 2012. Retrieved July 19, 2016.
  46. Bitton, Sam Avishai (February 7, 2015). "5 Online Tools I Recommend to B2C Israeli Startups". Times of Israel. Retrieved July 19, 2016.
  47. Crosier, Kristen (May 14, 2014). "Let's Talk Act-On: Behind the Software Q&A with CMO Atri Chatterjee". Business Software Com. Retrieved July 19, 2016.
  48. "Act-On Builds Native Integration to Major CRMs". August 20, 2014. Retrieved July 19, 2016.
  49. Akhtar, Omar (August 20, 2014). "Act-On Software now offers native integrations with all major CRM systems". The Hub Comms. Archived from the original on 2016-07-01. Retrieved July 19, 2016.
  50. "Inc. 5000: #172 Act-On Software". Inc. Magazine. Retrieved July 27, 2016.
  51. "Technology Fast 500™ Powerful Connections: 2013 ranking of the fastest growing technology based companies in North America". Deloitte. November 13, 2013. Retrieved July 27, 2016.
  52. "Deloitte's 2014 Technology Fast 500™ Ranking" (PDF). Deloitte. November 13, 2014. Retrieved July 27, 2016.
  53. Walker, Mason (June 20, 2013). "PBJ100: See where the fastest growing companies rank". Portland Business Journal. Retrieved July 27, 2016.
  54. Walker, Mason (June 12, 2014). "PBJ100: See where the fastest growing companies rank". Portland Business Journal. Retrieved July 27, 2016.
  55. Walker, Mason (June 17, 2015). "PBJ100: Here are Oregon's fastest growing companies (Ranked)". Portland Business Journal. Retrieved July 27, 2016.
  56. "Constellation ShortList™ B2C Marketing Automation for Small to Midsize Business". Constellation Shortlist. 24 August 2022. Retrieved September 27, 2022.
  57. Spencer, Malia (January 30, 2015). "CEOs of the Year - Tech: Raghu Raghavan of ActOn Software". Portland Business Journal. Retrieved July 27, 2016.
  58. Papachristos, Anna (February 19, 2015). "Should Marketers Drive the Customer Experience?". 1to1 Media. Retrieved July 27, 2016.
  59. Urbanski, Al (February 18, 2015). "Sales Owns CX, Say B2B Marketers". Direct Marketing News. Retrieved July 27, 2016.
  60. Crandell, Christine (February 18, 2015). "What Top B2B Marketers Know That You Don't". Forbes. Retrieved July 27, 2016.
  61. "Mid-Size B2B Marketers Focusing More on Acquisition Than Retention". Market Charts. February 19, 2015. Retrieved July 27, 2016.
  62. Kaneshige, Tom (February 24, 2015). "Digital Marketers Must Own the Customer Lifecycle". CIO Magazine. Retrieved July 27, 2016.
  63. Ward, Chris (February 25, 2015). "Only marketing can engage customers across the entire spectrum of CRM – report". MyCustomer. Retrieved July 27, 2016.
  64. "And the finalists are…". MarketingProfs. July 24, 2015. Retrieved July 27, 2016.
  65. Wizdo, Lori (January 21, 2014). "The Forrester Wave: Lead-to-Revenue Management Platform Vendors, Q1 2014". Forrester. Retrieved July 27, 2016.
  66. "Gleanster 2014 Benchmark Report: Marketing Automation" (PDF). Gleanster. August 25, 2014. Archived from the original (PDF) on 2016-05-06. Retrieved July 27, 2016.
  67. "2014 Marketing Automation Vendor Selection Tool (VEST)". Raab Associates. August 5, 2014. Retrieved July 27, 2016.
  68. "VEST Report: Competition in B2B Marketing Automation Isn't About Features". Customer Experience Matrix. July 31, 2015. Retrieved July 27, 2016.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.