Though Act-On is not the primary firm that involves thoughts whenever you consider marketing automation software program, Act-On affords one of the succesful and various instruments out there. Only a notch under Editors’ Selection instruments HubSpot and Pardot, Act-On is a contender for greatest advertising and marketing automation suite, particularly for these firms whose aim is to attach e mail operations to different traces of enterprise akin to customer relationship management (CRM), search advertising and marketing, and social media advertising and marketing. Sadly, there are some limitations that stop Act-On from reaching the advertising and marketing automation zenith. However, if your organization has an open thoughts and a thick purse, then it is best to completely test-drive Act-On earlier than making your closing advertising and marketing automation software program buying choice.
Pricing and Plans
Act-On is the second-most costly device we examined. It is available in two tiers, Skilled and Enterprise. The Skilled plan begins at $900 monthly for entry to 2,500 contacts, three advertising and marketing customers, 50 gross sales customers, and as much as 30,000 utility programming interface (API) calls per day. The Enterprise plan begins at $2,000 and provides you entry to 2,500 lively contacts, six advertising and marketing customers, 100 gross sales customers, and 30,000 API calls per day. On the Enterprise stage, you may additionally get entry to data visualization instruments, and integration along with your CRM device. For superior social media, which incorporates marketing campaign administration and reporting, you may should pay a further charge, which Act-On would not confide in us.
Act-On’s greatest value comparability is Pardot, which is barely dearer, with a Commonplace plan that prices $1,000 monthly for e mail advertising and marketing, prospect monitoring, lead nurturing and scoring, reporting, types and touchdown pages, and commonplace Salesforce integration. The Skilled plan, which prices $2,000 monthly, contains e mail analytics, spam evaluation, touchdown web page A/B testing, Google AdWords integration, API entry, an built-in advertising and marketing calendar, chat assist, amongst different options. The Final plan prices $three,000 monthly for customized consumer roles, customized object integration, a devoted IP tackle, and cellphone assist. All plans provide you with capability for 10,000 contacts.
On the decrease finish, you may discover merchandise akin to Infusionsoft, which prices $379 monthly for the Full bundle and provides you entry to as much as 5 customers, 10,000 contacts, and 50,000 emails monthly. The Full bundle additionally contains Infusionsoft’s 4 core characteristic units (CRM, e-commerce, advertising and marketing automation, and gross sales automation). In case you want a product that may scale as you develop, then Zoho Campaigns affords a pay-as-you-go plan wherein you purchase and use e mail credit. These plans start at $6 for 250 credit, $80 for five,000, and as much as $750 for 100,000. Month-to-month subscriptions, which embody limitless emails, start at $5 for as much as 500 subscribers, all the best way to $350 monthly for as much as 100,000 subscribers.
Performance and Usability
Act-On affords eight automated program templates, which has similarities to what you may discover on HubSpot, nevertheless each these instruments (and certainly many of the gamers we reviewed) will be custommized to satisfy your particular wants. The whole lot is finished by way of a drag-and-drop workflow editor that is not as enticing as Pardot’s Engagement Studio, however it’s equally simple to make use of. As a result of workflows are carried out in descending linear format, individuals who favor text-based visualizations can have a neater time than these entrepreneurs who’re visually inclined. You’ll be able to run separate, a number of automated applications that run the identical steps however in the end department off from completely different triggers. This allows you to create a journey that’s theoretically personalized for each single doable journey your contact can take as soon as she or he takes an motion in your communication.
Act-On’s touchdown web page editor can be a drag-and-drop interface with a heavy deal with making creativity simple. You merely seize “Blocks,” and drag them onto your touchdown web page. These blocks help you edit textual content, add photographs, and alter alignments, amongst many different kind creation choices. You’ll be able to construct your individual HTML or create a whole HTML template from inside the touchdown web page design editor. The editor is responsive, which helps you to see how your creation will likely be considered on desktop, cell, and pill kind components. You may as well see how the collateral will look in panorama and profile modes for every cell and pill gadget, which is a pleasant element characteristic.
Segmenting, Lead Scoring, and Integrations
Act-On’s segmentation device makes use of an “expression builder” to allow you to select guidelines to section your web site’s clients primarily based on their behaviors. This allows you to section the way you ship campaigns or collateral primarily based on the place individuals click on, what they load into purchasing carts, the place they cease taking actions, and extra. You’ll be able to then save the section for future campaigns primarily based on future web site visits. You may as well section by shopper accounts. For instance: If in case you have 100 contacts who work at Bob’s Beef Steakhouse, you’ll be able to add them to a listing for accounts with lower than 500 workers, or accounts within the restaurant vertical, or another classification, with out having to tick off a field on every contact’s private profile. This allows you to do a fast automation blast to a whole account or a whole set of workers if wanted.
Lead Scoring is fully customizable. You’ll be able to set any quantity vary for rating contacts. You’ll be able to arrange any standards to be ranked. Act-On would not restrict the variety of scoring sheets you’ll be able to create, so you’ll be able to charge and section to your coronary heart’s content material.
Your automated applications sync again to your CRM device by way of each component of the advertising and marketing marketing campaign. This offers your gross sales workforce a transparent understanding of how leads progress (or do not) by way of the gross sales funnel. This may be carried out by way of a drag-and-drop characteristic in your workflow builder. Act-On has an open API, so so long as you’ve got obtained some IT or developer expertise out there, you’ll be able to tie it to any CRM device available on the market.
Act-On affords one of the complete social media and search engine optimization (website positioning)-based automation instruments out there, save for HubSpot, which truly allows you to publish to and monitor social networks at its entry-level plan. In case you do decide so as to add on Act-On’s social media suite, you can prospect on Twitter, publish to Fb, Twitter, and LinkedIn, in addition to monitor Twitter mentions in your firm and its opponents. You may as well run website positioning audits in your web site, touchdown pages, and types, in addition to tie the software program to Google AdWords for much more in-depth reporting.
Over the remainder of 2017, Act-On claims it’s going to be constructing extra options, like “Adaptive Scoring,” which depends on artificial intelligence (AI) to develop automated and adjusted scoring for leads primarily based on a lead’s actions, or primarily based on how the system is viewing comparative leads. Act-On can be constructing “Adaptive Types,” which can help you develop a kind that provides completely different questions for various contacts primarily based on how every particular person answered the preliminary and subsequent questions. Sadly, these options weren’t out there in time for our testing.
The Backside Line
Act-On does every little thing most companies want their advertising and marketing automation software program to do. Nonetheless, as a result of it is such a pricey device, most small companies and startups are going to search out themselves wishing there was a decrease pricing tier out there. Bigger enterprises, particularly these with builders who’re consistently tinkering with the system’s open API, will completely love Act-On, particularly these firms that worth advertising and marketing insights to drive higher CRM, social media, and search advertising and marketing ways.