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Act-On Software CEO: Automation Evolution Will Scale Marketing’s Role Within Organizations

macmillanWith Andy MacMillan, Act-On Software

In an interview with Demand Gen Report, Act-On Software CEO Andy MacMillan discussed the new path the company is taking after the departure of founder and former CEO Raghu Raghavan at the end of March. MacMillan also discussed how he sees the marketing automation landscape evolving to position marketing teams to assist in more aspects of their company’s business.

Act-On Integrates With BrightInfo For Enhanced Personalization

brightinfo act on imageAct-On Software will integrate with BrightInfo, a move designed to help Act-On users provide prospects with personalized content through websites and paid media channels.

The integration positions digital marketers to boost engagement and conversions across owned and paid media. Visitors to corporate websites, blogs and landing pages can receive customized content suggestions based on their previous interactions, even if they were anonymous.

Reports and analytics can provide marketers with insights about a visitor’s previous engagement with content and interests to further personalize their online experience.

With the integration, Act-On users can:

  • Enrich BrightInfo leads within Act-On with additional data for segmentation and analysis; and
  • Share leads generated through BrightInfo forms directly with Act-On in real-time.

"Our data shows that one of the biggest challenges for B2B marketers is to engage anonymous traffic and turn it into leads and opportunities" said Kfir Pravda, CEO at Pravda Media Group, partners of Act-On and BrightInfo.

Act-On Launches Business Productivity App

Act-On-TransparentAct-On Software unveiled its Act-On Anywhere application, a tool designed to provide Act-On engagement data, assets and functionality directly within the user's web browser. The app is positioned to help B2B marketers increase productivity and make better business decisions.

Act-On Anywhere includes content authoring capabilities intended to give users access to the Act-On Media Library when creating calls-to-action on blogs or web pages created through web-based content management systems. In addition, the app is designed to help marketers leverage Act-On's SEO tools within a web browser, making it easier to enhance web content or web sites to maximize overall reach.

Study: Disconnect On Responsibility For Customer Experience

Act-On-TransparentWhile 80% of marketers believe that they have a peripheral role in the customer relationship, 85% feel that sales and support teams are currently responsible for the customer experience. This is just one of the key findings from a new study published by Act-On Software, in association with Gleanster Research.

The study 0f 750 B2B marketers examined their role in the customer lifecycle and supporting the customer experience.

DemandCon 2012: B2B Marketers Learning To Overcome Persona Panic

Do buyer personas make B2B marketers nervous? If you ask Jay Gaines, Group Director at SiriusDecisions, the answer is clearly yes – and that’s not good.

Gaines tackled this question during his keynote at this year’s DemandCon event, held in Boston this week. “When I bring up personas, a lot of my clients get a little upset,” he said. “They feel like they’re already operating at a very granular level to begin with . . . there’s no way they can get down to the level of creating personals and be able to manage.”

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