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What is does
Act-on is a relatively new player in the marketing automation space founded by some of the people behind Amazon’s collaborative filtering based recommendation engine. Their software performs the basic functions of a marketing automation system at a lower cost than most of the established players in the marketing automation industry. Here are a few core areas of functionality for Act-on Software:
Using Act-on, you can create landing pages that can be used as sign up forms for lead capture. For example, you can use Act-on landing pages for capturing demo and trial request on your website, or requesting lead information on white paper, ebook and other asset downloads, or for a pay-per-click (PPC) campaign landing page.
There are two recommended ways of implementing forms in Act-on. The first is to create a CNAME DNS record of your corporate domain and point it at Act-on’s servers. For example, if your company domain is yourcompany.com, then your Act-on landing pages may be hosted at marketing.yourcompany.com. The downside of this approach from a search engine optimization (SEO) perspective is that if other websites link to your landing page on your subdomain, you PageRank does not get transferred to your main corporate domain.
Another way to host landing pages with Act-on to circumvent this is to embed the page on your site using a code except that they provide to you. However, the downside here is that you cannot use more advanced features such as pre-filling the form if you have cookie’d a lead already with their credentials.
The landing pages are easy to get up and running, but harder to use if you are trying to do anything beyond that. For example, each landing page can only be associated with a single Salesforce campaign. Or if you want to have a single landing page attribute leads to different campaigns based on different campaign sources, it’s not possible to do this.
Email Marketing, Lead Nurturing & Drip Campaigns
Another area of core functionality is the ability to set up and run lead nurturing campaigns. For example, you can set up a campaign to automatically send emails to people after they download an asset from your website. Or you can use this to remarket existing leads an a CRM such as Salesforce. You also have functionality such as list segmentation, lead scoring and analytics (opens, click-throughs, bounces) available to you.
Website & Visitor Tracking
Act-on has functionality that can integrate directly into Salesforce as a tab that displays information such as search terms, referring sites, and the company from which they came. The company information is derived through reverse DNS records, so its not always reliable and is usually peppered with Internet Service Providers (ISP’s) instead of the actual company name.
While you can get most of this information through Google Analytics, Act-on ties all this information together so you can view it for an individual visitor similar to a tracking tool like Woopra. Most of this information is obtained using tracking code that is placed on your website.
In many other mainstream marketing automation systems such as Marketo, this functionality is sold as an extra pricey add-on. But with Act-on it’s included.
One very important, and basic functionality that is missing from Act-on is the ability to track the original referrer lead source. For example, let’s say you had a visitor come to the homepage of your site from Forbes.com, then click through your site, and finally fill out a form on a landing page. Act-on is incapable of attributing this lead to having come in from Forbes.com. Though they have tracking code on the homepage of your site, they do not have functionality to stitch together the original referrer source across multiple page views. This is particular important for marketing departments who wish to report on the original lead source to properly credit marketing efforts.
Act-on has some basic social media marketing features. For example, you can add social media share buttons to your emails sent from Act-on. You can also find people on Twitter tweeting on specific keywords and analyze your traffic based on social channels. All this functionality is fairly rudimentary, so you may be better off using dedicated social media monitoring software instead.
Act-on integrates with the most popular CRM systems such as Salesforce, SugarCRM, Microsoft Dynamics and Sage SalesLogix. Notably they don’t integrate with Oracle, Zoho, or Quickbase yet.
There are a few very annoying quirks with their CRM integration based on our research. One example is that they only update lead scores in the CRM at most every four hours. For a responsive sales teams, this could be highly detrimental.
Act-on has basic analytics, but not a lot to brag about. You can see lead sources based on campaigns, and analyze opportunities created. However, the analytics is severely deficient if you are trying to do any real full cycle analysis. They don’t integrate with Google Analytics, so web traffic is wholly missing from the reporting. Furthermore, Act-on’s ability to track ROI at a campaign level is lacking at worst, or convoluted at best.
The software also lacks the ability to generate anything beyond the basic pre-canned reports. For example, you can only view reports on a monthly or quarterly basis, but not a weekly basis.
Lastly, in the realm of analytics, the software has no Google Adwords integration so you can not track PPC conversion rates, or easily analyze the performance of PPC keywords.
Webinar & Events
Act-on has integration WebEx and GoToWebinar to create landing pages, manage registrations, and send drip emails after a webinar.
Act-on is new entrant to the marketing automation space. It’s easy to get up and running and build the basics of a marketing automation campaign using their software. Their support team is great. The interface is clean and intuitive.
However, with the simplicity comes a cost. Act-on is severely lacking many features you would expect a marketing automation system to have ranging from better campaign tracking, to full funnel analytics, to pay-per-click support. Act-on seems to be growing and may add this functionality in the future, but for now the product is relatively green.
Pricing & Costs
Act-on has a flexible month-to-month pricing structure based on the number of contacts that starts at $500 per month. For more information, see Act-on Software Pricing & Cost.
- Very responsive support.
- Simple, easy to understand interface.
- Easy to get up and running.
- Flexible month-to-month pricing structure.
- Some premium features that are add-ons in other tools, are included.
- Many features missing.
- No PPC support.
- Slow lead scoring synchronization
- Weak analytics.
Reviewed by Content Marketing Toolshed