Act-On Brings Automation to the Browser

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Its Anywhere application takes a stab at forcing marketing automation compliance by putting information at marketers' fingertips.

Automation anywhere?
Automation anywhere?

Act-On, the marketing automation software company for SMBs started by former Responsys executives, has introduced a new feature aimed at solving an old problem: getting users to actually use it to their full advantage.

Act-On Anywhere is an application that marketers can download to their Chrome browsers and access when in the act of any of a number of cross-channel activities—including synching with sales efforts in CRM databases.

“A sales executive can see a query from someone on LinkedIn and use Anywhere to immediately search him in the CRM database and see that he's had X amount of interactions on the company website,” says Atri Chatterjee, CMO, Act-On. “That fundamentally changes how that salesperson will interact with him.”

Other features include:

Content authoring:  A content management system can be tabbed to embed calls-to-action in Web pages and blogs using images, landing pages, and forms from Act-On's media library.

Social media publishing: Users can link to multimedia content or landing pages from within a social media app and track engagement within the marketing automation system to measure effectiveness of social media campaigns.

Gmail integration: Email marketers can optimize interactions on Gmail by using pre-built templates within the mail app and track opens and clicks of any email sent.

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