Act-On adds Account-Based Marketing

Marketing automation platform Act-On is jumping with both feet onto the account-based marketing (ABM) bandwagon.

The company has announced its new ABM Marketing Automation solution, so that marketers can more readily promote brands, generate demand and maintain customers with an account-oriented, multi-channel strategy. Act-On channels include email, social media, display ads, website visitors and direct mail. The ABM functionality will be available next month.

VP Product Management and Marketing Gal Josefsberg told me that, while the previous platform iteration had some account-related identification, it was not really designed for coordinated marketing to accounts.

“This is our foray into ‘true ABM,’” he said, adding that the new capabilities offer account-level orchestration and intelligence.

Before, he said, the platform allowed a marketer to segment by company, but you couldn’t determine the right sequence and timing for marketing to individuals there, for instance, and you couldn’t do segmentation, behavior tracking, campaign management, lead scoring or targeting by account, which you can now.

The Act-On platform works with outside partners for identification of possible accounts, and it employs what Josefsberg described as “some predictive [analytics]” for individual scoring. Account scoring is not yet predictive.

The company is also announcing account-level integrations with a variety of business-oriented tools, including event platform Attend, retargeting software ListenLoop, direct mail automation provider PFL, email contact miner Siftrock and account/persona targeter Terminus.

Account-based marketing is becoming more common on marketing automation platforms. Oracle’s Marketing Cloud, for instance, recently announced new ABM capabilities, including an integration with account-based marketing platform Demandbase.