Act-On

APRIL 30, 2025

B2B customer loyalty. Weve all had that experience when you purchase a new product and love it, but then things quickly go downhill. Maybe you cant reach support when you need it and end up wasting valuable time navigating a complicated maze of a phone tree. Or maybe you do reach someone, only to be transferred again and again before hitting a dead end with a dropped call.

Loyalty 130

Loyalty Practices B2B Best Practices 130

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APRIL 18, 2025

Comparing two of the biggest names in marketing automation means finding a lot more similarities than differences. Pardot, now Salesforces Marketing Cloud Account Engagement, and Marketo, now Adobe Marketo Engage, are both legacy platforms acquired by tech behemoths. And with the right mix of premium services and add-ons , both offer the basics of marketing automation: email and multichannel marketing, campaign management, automation, lead nurturing, and analytics.

Marketo 130

Marketo Marketing Automation Services Budget Programs Lead Scoring 130

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APRIL 15, 2025

Imagine youre busy gearing up for a new campaign in a new market. Everythings ready: the email list, the targeted messaging, and the creative. But as you review your strategy, you suddenly remember GDPR compliance. Are you collecting data correctly? Have you secured the proper consent? If this sounds familiar, youre not alone. With an increase in online purchases and SaaS products, its easier than ever to market to people across the globe.

Paid Search Agency 130

Paid Search Agency Lead Capture Privacy Marketing Automation Services 130

Act-On

APRIL 15, 2025

Imagine youre busy gearing up for a new campaign in a new market. Everythings ready: the email list, the targeted messaging, and the creative. But as you review your strategy, you suddenly remember GDPR compliance. Are you collecting data correctly? Have you secured the proper consent? If this sounds familiar, youre not alone. With an increase in online purchases and SaaS products, its easier than ever to market to people across the globe.

Paid Search Agency 100

Paid Search Agency Lead Capture Privacy Marketing Automation Services 100

Act-On

MARCH 25, 2025

Marketing automation platforms have become indispensable for businesses seeking to engage audiences, nurture leads, and streamline their marketing workflows. Act-On and HubSpot are top contenders, each offering unique tools to support marketing teams in automating campaigns, tracking engagement, and maximizing conversions. We researched and tested them to help you decide which platform best aligns with your needs.

Act-On 130

Act-On Marketing Automation Services Comparison Enterprise Management 130

Act-On

FEBRUARY 13, 2025

That nagging feeling that somethings not quite right. That little voice in your head saying you deserve better. That slowly rising sense of dread when you log into your user account. You guessed itthere may be trouble in marketing automation paradise. Seriously, though: when you choose marketing automation software, youre choosing an important partner.

Marketing Automation Services 130

Marketing Automation Services Enterprise Management Work Management Marketing Management 130

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DECEMBER 17, 2024

B2B companies put considerable effort into retaining their existing customers for good reason, and its about more than just upselling, cross-selling, or generating referral opportunities. Retaining customers is highly cost-effective, as existing customers spend 67% more than new ones. The challenge is that your competitors have growth goals too. Their strategies often involve attracting your customers and luring away business.

Loyalty 130

Loyalty Ad Building Brand Identity Branding 130

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NOVEMBER 8, 2024

The holidays are the busiest time for email marketers and 2024 is going to be no different. This is the time of the year where volume and frequency are adjusted to try and meet those year end goals. At that same time we need to remember that our subscribers are being inundated with holiday emails as well. In today’s blog, we’re going to discuss how to develop an effective holiday email marketing strategy using time tested email deliverability management strategies.

Planning 130

Planning Email Marketing Data Hygiene Deliverability 130

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OCTOBER 16, 2024

At Act-On, we love to separate the truth from the myths in marketing and email. As deliverability experts, we often educate customers on misconceptions that can misguide even seasoned marketers. Understanding the truth behind these myths is crucial for optimizing email deliverability and engagement. Here, we’ll debunk three common myths: that the Promotions tab is bad, unsubscribes are detrimental, and the largest list always wins.

Deliverability 130

Deliverability CAN-SPAM Click Rate Ethics 130

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SEPTEMBER 24, 2024

The marketing function has been evolving at a breakneck pace in recent years, especially in the B2B space. What worked just a few years ago may no longer pass muster as a mix of AI disruption, increased demands from boardrooms and investors, and changing buyer behaviors scramble the conventional wisdom for marketers everywhere. Fortunately, marketers can start catching up to these moving goalposts with strategic shifts in their martech investments.

Marketing Automation Services 130

Marketing Automation Services Act-On Work Management Lead Ranking 130

Act-On

SEPTEMBER 18, 2024

For digital marketers in healthcare, HIPAA compliance is more than just a regulatory box to check — it’s an ever-evolving discipline that demands constant vigilance. This involves mastering the cornerstones, like the data security of your customers’ personal health information (PHI). But it also means mapping out the corners of marketing where HIPAA risks may take you by surprise.

Marketing Automation Services 130

Marketing Automation Services Enterprise Management Work Management Marketing Management 130

Act-On

SEPTEMBER 16, 2024

Are your martech tools helping you, or are they just making your job harder? No one enjoys the thought of asking this question. And even fewer marketers can bear the idea of making changes to their key martech platforms, especially when it comes to something as integral as a marketing automation platform. But kicking the can down the road only leads to more problems.

Marketing Automation Services 147

Marketing Automation Services Marketing Budget Work Management Budget Programs 147

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SEPTEMBER 16, 2024

Many marketing leaders ask themselves this question as they stare at Excel spreadsheets filled with budgetary numbers: Are my martech tools worth what I’m paying for? Some platforms we once relied on are starting to show their age. What was once considered essential might now be a burden, costing more time, money and sanity than it’s worth. If you’re frustrated with your martech stack, you’re not alone.

Budget Programs 130

Budget Programs Marketing Automation Services Eloqua Marketing Proposals 130

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SEPTEMBER 10, 2024

As we were recently reminded, businesses live and die by their tech stacks — with Cloudstrike’s single buggy software update grinding industries like aviation and finance to a halt, and costing over $5 billion in direct losses. For healthcare organizations, tools that manage consumer data hold the same potential. Yet, data breaches and other violations of HIPAA (Health Insurance Portability and Accountability Act) continue to happen.

Marketing Automation Services 130

Marketing Automation Services Work Management Marketing Management Marketing Automation 130

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AUGUST 9, 2024

More and higher-quality leads are on the wish lists of nearly all sales teams. Marketing works hard to deliver them, which is why it’s so discouraging to hear things like: We need more leads from marketing… We’re spending way too much time chasing down leads who aren’t ready to buy… Our sales targets are unrealistic, given the quality of the leads we’re getting… And it’s not from a lack of trying.

Marketing Automation Services 130

Marketing Automation Services Marketing Automation CRM Lead Ranking 130

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AUGUST 2, 2024

How teams collect, manage, and use data is one of the hottest topics in marketing right now — because data management is the foundation for basically everything that matters in 2024. It’s crucial for protecting consumer privacy and enabling strategic decision-making. It influences your team’s ability to leverage the latest and greatest AI applications.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing Automation Services Work Management Paid Search Agency 130

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JULY 25, 2024

If you spend any time on social media, you know that rarely does a day pass without reading about some new, shiny AI tactic. “Hey, marketer, did you know that AI can analyze your content and produce 100 headlines in 2.5 seconds?” While tactics often dominate the AI discussion, we’d argue that AI success is more about leading with strategies. That’s where the true power lies, right?

B2B Thought Leadership 130

B2B Thought Leadership Marketing & Strategy Marketing Strategy Webinar Metrics 130

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JULY 1, 2024

Are you struggling to break through the inbox noise and generate real leads with your email marketing? You’re not alone. In today’s competitive landscape, crafting effective email campaigns can be challenging. That’s where this powerful toolkit comes in. This toolkit is more than just resources – it’s your roadmap to increased lead generation, improved engagement, and boosted ROI on your marketing efforts.

Email Marketing 130

Email Marketing Deliverability Open Rate Marketing & Strategy 130

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JULY 8, 2024

The email inbox is a deeply personal space. In 2009, HBR compared it to an underwear drawer — “We all have one and are all embarrassed by both its organization and contents.” Now, fast forward 15 years: every email tends to be a personal space. My email from Brand A can look totally different from yours — we each see different subject lines, headers, images, or content themes.

Personalization 130

Personalization Webinar Metrics Privacy Protection Lead Ranking 130

Act-On

JUNE 28, 2024

You’ve heard it before, right? The age-old advice, “If you’re appealing to everyone, you’re appealing to no one…” And it’s true. But even if you’ve carefully designed your ideal customer profiles, you can still go deeper in your targeting, helping your prospects feel known, understood, and aligned with your products and services. How? The answer is: audience segmentation.

Ideal Customer Profiles 130

Ideal Customer Profiles Segmentation Budget Programs Marketing Management 130

Act-On

JUNE 20, 2024

When we talk about data-driven marketing , we typically imagine a blissfully quantitative utopia. We measure and track consumer behavior across the lifecycle, and attribute conversions with precision. Every element of our campaigns are A/B tested and refined in real-time. Our writers and designers optimize every creative asset based on past performance.

Marketing Attribution 130

Marketing Attribution Lead Ranking Rules Ideal Customer Profiles 130

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JUNE 13, 2024

Winning new customers is an exciting accomplishment. But most marketers also know the real work begins after that. The cost of acquiring a new customer is estimated to be five to seven times more than retaining an existing one. Retention issues translate to lost dollars and more work for marketing teams who strive to battle the vicious cycle of churn.

Marketing Automation Services 130

Marketing Automation Services Cross-Selling Planning Tools 130

Act-On

MAY 30, 2024

Budget cuts, doing more with less, and consolidation of business tools are all on the rise in 2024. Jeff Coleman , chief customer officer at Act-On, explained during an interview that, as the economy contracts, customers are deciding to use fewer products and consolidate the ones they already have. And that leaves many battling to protect at-risk business.

Cross-Selling 246

Cross-Selling Marketing Automation Services Work Management Budget Programs 246

Act-On

MAY 29, 2024

Lead generation is on the to-do list of most marketers. And sure, you might have some successful strategies in place, but wouldn’t it be nice to capture some easier wins? One of the best ways to land these wins is through customer marketing. Why? Companies have a 60% to 70% chance of selling to an existing customer, compared to a brand-new one (the latter is only 5% to 20%).

Cross-Selling 245

Cross-Selling Paid Search Agency Marketing Automation Services Marketing & Strategy 245

Act-On

MAY 21, 2024

Did I make the right decision? Should I have purchased XYZ products instead? Maybe I acted too soon…. Post-purchase evaluation, the process a customer goes through after making a purchase, is real. Research says that 90% of consumers report their post-purchase experience is just as important as the quality of the products. And that process starts with your welcome email.

Marketing Automation Services 246

Marketing Automation Services Act-On Customer Satisfaction Open Rate 246

Act-On

MAY 7, 2024

Is retention marketing on your list of priorities? It’s certainly on ours! Keeping your existing customers happy not only helps secure more referrals but also paves the way for more cross-sells and upsells. In 2022, we decided to relaunch our Power-Up Series , which is a customer success program we paused during the pandemic. The relaunch transformed what was previously a basic webinar series into custom landing pages, office hours, and hands-on workshops.

Planning 245

Planning Landing Pages Webinar Metrics Ad Exchange 245

Act-On

APRIL 29, 2024

Now that we’ve covered the basics of lead scoring , and how to build your model , let’s tackle the last topic in our 3-part lead scoring series: lead scoring tools. Lead scoring is a process and a framework, not a tool — but technology makes it possible to implement at scale. Here are the lead scoring tools you can expect to use in your quantitative quest.

Lead Ranking 239

Lead Ranking Lead Scoring Marketing Automation Services Marketing Qualified Leads 239

Act-On

APRIL 26, 2024

Marketing leaders are facing an unprecedented time with unprecedented demands: Wring every drop of value from generative AI. Navigate ever-changing email privacy regulations. Deal with the loss of third-party cookies. And reassure your CEO and board that your tech stack and team deserve to ride out this wave of economic uncertainty. So during this season of massive change, we sat down with marketing leaders who bring decades of experience and a refreshingly long lens to the current moment, inclu

Lead Ranking 246

Lead Ranking Privacy Marketing Automation Services Peer-to-peer 246

Act-On

APRIL 26, 2024

Designing a lead scoring model seems like a complex proposition. And if you jump into it without a solid strategy in place, you aren’t going to see game-changing results (or a happy sales team). So let’s break it down. There are clear steps you need to take to build and implement a lead scoring model: Assemble your cross-functional squad As we mentioned earlier, lead scoring is a team sport.

Lead Ranking 246

Lead Ranking Lead Scoring Marketing Qualified Leads Ideal Customer Profiles 246

Act-On

APRIL 10, 2024

Imagine going on a blind date. All you know about the person sitting across from you is their name, maybe what they do for a living, and that your cousin Susan thinks you might get along. But before you have a chance to ask any questions or get to know them better, they give you a big smile and say, “It’s so nice to meet you. I’d love to show you around my apartment.

Lead Ranking 245

Lead Ranking Lead Scoring Marketing Qualified Leads Sales Qualified Leads 245

Act-On

FEBRUARY 1, 2024

When it comes to email marketing tips, there are a few things that we have all been told to do. From using specific CTAs to sending at certain times of the day, but does some of that conventional wisdom really make a difference? After extensive tests, see what we uncovered. When’s the best time to send an email? What kind of personalization actually drives engagement?

Email Marketing 130

Email Marketing Opinions Marketing Design 130

Act-On

FEBRUARY 6, 2024

Migrating to a new email marketing platform (aka marketing automation) can be intimidating. But it doesn’t need to be. Consider first whether you even need to perform a full migration. Changing providers offers a unique opportunity to take a look at your current programs and lists and determine what’s working, and what’s not. You might not need a full migration.

Marketing Automation Services 130

Marketing Automation Services Email Marketing Advertising Agencies Paid Search Agency 130

Act-On

MARCH 19, 2024

Rising ROI expectations, increased inflation, and decreased consumer spending all add up to a CMO role that is quickly evolving. “Surveys show CMOs are concerned about demonstrating ROI, with another significant challenge being the generation of leads,” says Jeff Day, SVP of Marketing at Act-On Software. As CMOs create strategies to solve these challenges in the coming months, their role is also evolving.

Marketing Automation Services 245

Marketing Automation Services Budget Programs Generation Cross-Selling 245

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MARCH 1, 2024

Shrinking budgets, rising expectations, and a growing disconnect between CEOs and CMOs about the “most important” marketing metrics lead to more questions than answers about how to expand pipeline. According to a recent report , the probability of CEOs and marketing leaders agreeing on top marketing metrics is like a flip of a coin (50/50). But despite a growing disconnect, most can agree on one important priority: revenue growth.

Lead Scoring 130

Lead Scoring Lead Ranking Paid Search Agency Marketing Automation Services 130

Act-On

FEBRUARY 26, 2024

Getting started with pay-per-click (PPC) advertising—or any type of digital advertising—can be downright overwhelming. Advertising has its own special lingo and library of acronyms involved, and new tactics and technologies are constantly emerging. That’s why we created this glossary of digital advertising terms to help newcomers learn the lay of the land.

Paid Content 246

Paid Content Advertising Agencies Cost Per Thousand Multi-Touch Attribution 246

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FEBRUARY 16, 2024

Pressure has been building around proving ROI. Sure, it’s always been there to some extent, but that pressure has recently increased, according to B2B marketers. And many say that while expectations for ROI are increasing, their budgets are not. Hardly seems fair, right? A recent survey found that: 41% of marketers report they’re feeling more pressure to achieve a high ROI. 27% say it’s getting overwhelming. 14% say that “it makes them want to pull their hair out.

Lead Nurturing 246

Lead Nurturing Lead Scoring Lead Ranking Top of Funnel 246

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DECEMBER 19, 2023

Marketers often ask about the best practices for email sender names (also known as the email display name or “from” name). In email marketing, sender name refers to the visible name the recipient sees in their inbox. With 1-to-1 email, the “from” name is obvious: it’s the author of the email! But when you’re sending on behalf of a brand, you have a lot more options for the email display name.

Email Marketing 245

Email Marketing Practices Deliverability Best Practices 245