Marketing automation vendor Act-On today announced a set of enhancements to its platform that enable marketers to more effectively evaluate and transform the efficacy of their marketing campaigns. Specifically, Act-On delivers enriched reporting, a more easily customizable user interface and expanded integrations with third party vendors that give marketers increased flexibility with regard to the bi-directional exchange of data with applications that participate in outbound and inbound marketing initiatives. Newly announced reporting functionality includes funnel report capabilities that visualize the flow of data at different stages of the marketing process as illustrated below:
Funnel reporting enables marketers to drill-down on leads from different stages of the application progress and track their progress over time. Moreover, Act-On announces the availability of a more easily customizable dashboard that allows users to selectively organize their favorite marketing campaigns and analytics and data visualizations of interest. As part of its focus on delivering a marketing platform for small to medium-sized businesses, Act-On now delivers expanded integrations and APIs for CRMs such as MS Dynamics, Sugar, NetSuite given that many smaller companies cannot easily afford Salesforce.com, which Act-On supports as well. Despite having roughly 200 customers with over $500M in revenue as noted by Act-On’s CMO Atri Chatterjee in an interview with Cloud Computing Today, Act-On’s focus on mid-market companies renders it unique in the marketing automation space, particularly because it delivers an integrated platform featuring increasingly rich user experience functionality and the one of the few month to month contracts in the industry. The marketing automation space should expect to hear more news regarding the rate of Act-On’s impressive product innovation as the company continues to focus on delivering a turnkey marketing platform for SMB customers with a richness of functionality more commonly seen amongst products geared toward the enterprise.
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