Act-On Software Review


Act-On Software Review

Founded in 2008 and headquartered in Beaverton, Oregon, Act-On Software is one of the more recent marketing software upstarts. The company released its first beta version in June 2008 and began selling marketing automation software in October of the same year. However, the product release in early 2011 became the flagship product that fueled accelerated company growth.

The business idea for Act-On was spawned by founder Raghu Raghavan and Subrah Iyar, the founder of WebEx. The two believed that webinars were critical online marketing tools however were not integrated with the current mix of email marketing and marketing automation software systems. Raghu then recruited engineering colleagues from his days at Responsys and built a prototype that integrated an online marketing platform with WebEx and Cisco, which had acquired WebEx, and Iyar initially funded the new venture, and the company began its journey.

Fast forward three years. Following a Series B venture funding, the company delivered its most impressive marketing software release. Shortly after in May 2011, the company opened its first non-US location in the UK. To facilitate the expansion, the company granted partner Pipedream Marketing exclusive reseller rights in the region. Pipedream provides day-to-day management and customer support for the UK and European customer base. The company is also charged with recruiting a broader European channel network across Europe, the Middle East and Africa.

Act-On Market Positioning

Act-On Software straddles two overlapping market segments—email marketing and marketing automation software. Both markets continue to show growth, but while many focus on the much higher growth of marketing automation systems, Raghavan is not lost on the relative sizing among the two. Act-On says that according to Forrester research, it is playing in a $4+ billion market, with e-mail marketing contributing $4 billion and marketing automation another $250 million.

In terms of identifying the customer market, Act-On casts a very wide net in stating that its target market is the Fortune 5 million. In reality, the company positions its solutions for small and midsize businesses (SMBs) as well as departments or divisions of larger enterprises. In more precise qualification terms, the company seeks prospects with 1 to 10 staff in the marketing department.

Source of the article: Chuck Schaeffer, 2012, CRM Search


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