Today, marketing automation vendor Act-On announced the expansion of its partnership community by providing third party access to its APIs. By providing third party developers access to its APIs, Act-On stands poised to significantly increase the size and quality of contributions from organizations that are interested in leveraging Act-On’s marketing automation software. Today’s announcement empowers third parties to integrate Act-On’s marketing data into other applications in addition to conversely enriching the Act-On platform with plug-ins and functionality that enhance the Act-On platform itself. The graphic below depicts the relationship between Act-On APIs and its suite of applications:
To date, Act-On already integrates with more than 20 third party applications such as Facebook, LinkedIn, Twitter, Salesforce, WordPress and Drupal. Act-On has recently improved its Act-On Partner Exchange (APEX) website with an online directory and resources for developers such as documentation and sample code. With this announcement, the marketing automation and analytics space should expect Act-On to build upon its impressive Q3 revenue announcement marked by year over year quarterly revenue growth of 194%. Act-On’s decision to open up its APIs to third parties is likely to accelerate integrations between its marketing applications and other applications, thereby driving usage and expanding its customer base and touchpoints. Moreover, the decision to open up its APIs renders it a more attractive target for potential acquisition as a result of the refinement of its capability to shuttle marketing campaign-related data across a wider ecosystem of applications.