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Exclusive Q&A: Act-On CEO Discusses Product Innovation, State Of Marketing Automation

Kate JohnsonWhen Act-On Software announced the appointment of Kate Johnson as its new CEO, it also revealed a plan to restructure and consolidate its North American offices back to Portland, Oregon. The company stated that the initiative is designed to better align customer-facing departments of the business with its product development team to fuel product growth. Act-On has since seen notable success, doubling its customer lifetime value as it continues to put the customer first.

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We’re coming down to the wire for GDPR compliance. I’m sure all our readers are quite familiar with it; especially those who tuned into Demand Gen Report’s livestream podcast about the topic. But judging by the number of emails I’m receiving asking me to re-opt-in to keep receiving their content, B2B marketing teams are starting to feel the pressure to get their current contact database compliant for the new regulations.

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Act-On Debuts New Module For Social Media Attribution

Act-On’s Advanced Social Media Module adds social publishing, listening and reporting capabilities to the company’s marketing automation platform. The company says the solution can provide marketers with a clearer picture of social media's overall business value, including its role in powering the larger customer experience (awareness, acquisition, retention, expansion) and its direct contribution to the bottom line.

FEATURES/FUNCTIONALITY:

The module enables marketers to use key social behaviors from platforms such as Facebook, Twitter, LinkedIn and Google+ to score, segment and nurture buyers. It also tracks conversions of social leads and attributes revenue back to specific campaigns and channels.

Through the module, marketers also can: 

  • Create listening streams across Twitter, LinkedIn and Facebook within a single user interface (UI);
  • Engage from this UI with buyers across all four main social platforms;
  • Publish assets to these platforms from lead gen campaigns;
  • Generate scores by behavior for more tailored offerings;
  • Push social posts onto an “advocacy board” for internal employee advocacy; and
  • Report on campaign performance across channels and advocates.

TARGETED USERS:

The module is tailored to B2B social media managers at mid-size and enterprise companies looking to track engagement from clicks to conversions.

COMPATIBILITY:

Act-On integrates with all major CRM systems, including Salesforce, NetSuite, Sugar and Microsoft Dynamics. 

DELIVERY/PRICING MODELS:

The module add-on is $6,000 per year, and includes:

  • Five power users who can assign custom roles/permissions;
  • 50 social profiles and 30 advocates;
  • Integrations with marketing apps such as Bitly, Facebook, Google Analytics, etc.; and
  • Social analytics across the sales funnel. 

COMPETITIVE POSITIONING:

With Act-On’s Advanced Social Media Module, marketers are able to leverage social behaviors as part of their marketing automation strategy and use those social actions to score, segment and nurture leads. This module is unique for the attribution; marketers can tie revenue back to key social campaigns and channels, as well as to individual social advocates. 

CONTACT INFO:

121 SW Morrison St.
Suite 1600
Portland, OR 97204
Phone: 877-530-1555
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
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