SELECT THE JOURNEY STAGE 
ATTRACT
CAPTURE
NURTURE
CONVERT
EXPAND
SELECT THE JOURNEY STAGE WHERE YOU'D LIKE TO SEE THE CHALLENGES AND SOLUTIONS:
ATTRACT
CAPTURE
NURTURE
CONVERT
EXPAND
SELECT WHERE IN THE JOURNEY YOU'D LIKE TO GO

ACT-ON HELPS SOLVE YOUR MARKETING CHALLENGES

ACT-ON MARKETING AUTOMATION HELPS 

SOLVE YOUR MARKETING CHALLENGES 

Across the Customer Lifecycle

To market effectively, you need to generate awareness about your brand,
nurture your buyers, and convert them into long-lasting, loyal customers.

To market effectively, you need to generate awareness about your brand,nurture your buyers, and convert them into long-lasting, loyal customers.

Addressing the specific needs of your prospects at every stage of the customer journey is mandatory to successfully engage today’s modern buyer. Take a look at the most common challenges we face as marketers, at every stage of the customer journey – and how Act-On marketing automation can help you make marketing magic.

Addressing the specific needs of your prospects at every stage of the customer journey is mandatory to successfully engage today’s modern buyer. Take a look at the most common challenges we face as marketers, at every stage of the customer journey – and how Act-On marketing automation can help you make marketing magic.

BRAND, DEMAND, EXPAND: DEFINED

Create profitable relationships with potential customers by delivering the value and information they want at every touchpoint through their unique buyer’s journeys. Attract your future customers, capture hot leads, nurture the relationship, convert prospects into customers, and then expand relationships. Each marketing function has a different role to play...

BRAND MARKETING

Brand marketing tasks can include public, press, analyst, shareholder, and influencer relations; CorpComms; social media; advertising; events and sponsorships; and content marketing.

DEMAND MARKETING

Demand tasks and responsibilities can include marketing activities such as lead generation and nurturing, lead scoring, sales alignment, content marketing, and field marketing.

EXPAND MARKETING

Strategies and tactics can include customer satisfaction, retention & loyalty programs, upsell & cross-sell, community-building, and advocacy – to increase customer lifetime value.

ATTRACT

Marketer's Challenge 

Increasing brand recognition
 

See how Act-On can help! 

How Act-On Can Help

Easy-to-create 
landing pages
with built-in 
seo auditing
help make sure your name is found.
Turn your website into a business driver and increase brand recognition with our
Advanced Social Media Module

Marketer's Challenge 

Driving engagement across more digital channels

See how Act-On can help! 

How Act-On Can Help

Integrations with 
ads,social media
and 
personalized content
 make sure your brand is seen.
Website Prospector
identifies which channel is driving traffic.

Marketer's Challenge 

Improving perception as trusted advisor

See how Act-On can help! 

How Act-On Can Help

The Act-On media library and 
robust suite of social tools
help you track your content marketing strategy and ensure consistency across channels so you can develop thought leadership & educate buyer's about your brand.

See how 

IAM Services

saw a

300%

jump in website traffic with Act-On!

CAPTURE

Marketer's Challenge 

Driving sufficient marketing qualified leads

See how Act-On can help! 

How Act-On Can Help

Lead scoring,landing pages,and gating content with forms
help you capture new leads and define the best nurturing path according to your prospect's score and overall engagement. 

Marketer's Challenge 

Disconnected marketing efforts (website, emails)

See how Act-On can help! 

How Act-On Can Help

Act-On
combines marketing tools such as
email, webinars,social,landing pages,
and more to give you an integrated solution for end-to-end campaign management.

Marketer's Challenge 

Maximizing the success of
in-person & online events 

See how Act-On can help! 

How Act-On Can Help

Nurture programs
 and
webinar integrations
help make sure that leads receive timely post-event follow up and get properly qualified with 
scoring rules
 before being passed to sales.

See how 

W-Systems

saw a

7x

increase in qualified leads with Act-On!

NURTURE

Marketer's Challenge 

Educate, engage, & build trust with prospects

See how Act-On can help! 

How Act-On Can Help

Nurture programs
use your marketing data and 
scoring rules
 to align your messaging by persona and stage in the buyer's journey.

Marketer's Challenge 

Ability to focus and target marketing efforts

See how Act-On can help! 

How Act-On Can Help

List management,
 and 
 account-based marketing
 help you narrow your audience to send highly targeted campaigns.

Marketer's Challenge 

Improving visibility of lead maturity levels

See how Act-On can help! 

How Act-On Can Help

Scoring rules
define the engagement o your prospect and where they are in the buyer's journey and
 funnel reports
 give you visibility into the velocity of their movement from one stage to the next.

See how 

Spinnaker

leveraged responsive email templates to see a

174%

increase in qualified leads with Act-On!

CONVERT

Marketer's Challenge 

Seamless handoff of
leads to sales

See how Act-On can help! 

How Act-On Can Help

Act-On's 
lead management tools
built into your workflows make sure the handoff is always done when the lead is qualified and ready.

Marketer's Challenge 

Empowering sales to have the right conversation with the right people

See how Act-On can help! 

How Act-On Can Help

Real-time insights from CRM
 gives your sales team the ability to understand the complete lead lifecycle and have the most relevant conversation possible.

Marketer's Challenge 

Enabling sales with content and templates

See how Act-On can help! 

How Act-On Can Help

Email templates,
 are available right within the tools they already use: CRM, Outlook or Gmail.

See how 

Flycast Partners

used Act-On to provide website visitor insights to sales and exceed its goals by

10x

EXPAND

Marketer's Challenge 

Welcome, onboard & train new customers

See how Act-On can help! 

How Act-On Can Help

Program templates
 and  
webinar integrations
 make it easy to launch your new 
customer programs
and keep the relationship going post-sale.

Marketer's Challenge 

Capitalize on upsell &
cross-sell opportunities

See how Act-On can help! 

How Act-On Can Help

Customer marketing scoresheets,
 tag specific content to alert to customers who may benefit from additional services or products.

Marketer's Challenge 

Increase loyalty and retention rates

See how Act-On can help! 

How Act-On Can Help

Automated programs,
 are great for renewal reminders so you can stay timely and relevant to ensure a hassle-free process.

See how 

TE + A 

used Act-On to create integrated campaigns that extended customer lifetime value to an avg.

7-10 years!

Sample Tactics for Using Marketing Automation
to Achieve Your Branding Objectives:

Influencer
Relations
 

  • Score press, analysts, and bloggers so you can see who your most engaged and interested influencers are.
  • Be aware of the pages they visit on your site, what they’re interested in, and the emails (pitches, press releases, events) they are engaging with.
  • Use this intelligence to prioritize who you pitch and what your talk track is.

Press Release Attribution
& CorpComm

  • Create trackable URLs for press releases to tie PR activity back the to lead-to-revenue process.
  • Look at multi-touch attribution and how press releases contribute to the sale. 
  • Create and execute internal newsletters, emails, etc. and track employee engagement.
  • Identify and nurture prospective employees.

Brand Identity
Management
 

  • Your brand should be consistent across all teams and all channels.
  • Marketing automation helps your corporate marketing team control the visuals, including brand look and feel, logo usage, and header/footers.
  • Create approved templates, then distribute them in your media library for other marketing and sales departments to use.

Event
Management
 

  • Make the most of events.
  • Know who to invite, and manage all communications, before and after, with more precision and less effort.
  • Create an automated workflow (save the date, official invite, seats are limited, registration responder and reminders) to make it easy, then re-use and refine the workflow for the next event.

Sample Tactics for Using Marketing Automation
to Achieve Your Demand Generation Objectives:

Attract Potential
Customers
 

  • Improve your organic search ranking by running SEO audits on your web pages and landing pages.
  • Schedule social promotions of your pages, content, and forms.
  • Run AdWords programs targeted at look-alike traffic.  
  • Add website visitor alerts so your sales team knows when a prospect, is on your site … even on a particular page.

Convert website
visitors to sales leads
 

  • Use lead capture forms to turn website traffic into actionable leads for your sales teams.
  • Test landing page copy, headlines and calls to action to discover what works the best.
  • Integrate a CRM, so that as soon as leads qualify or take some action that indicates sales-readiness, they flow to your sales team for follow up.
     

Prioritize and Nurture
Leads
 

  • Implement a lead scoring program that ranks prospects based on their engagement with your brand, and on profile characteristics.
  • The sales teams can follow up with the hottest leads first, leaving lowering scoring leads to marketing to nurture with automated email programs.
  • Educate and nurture leads with relevant content and resources.

Enable Better
Conversations
 

  • Integrate your marketing automation into your CRM, if you use one.
  • Sales can then see a detailed history of each contact, including their website activity, email clicks, media downloads, video views, and more.
  • With this insight, sales can understand the pain points and interests of each prospect, and have the most relevant conversation.

Sample Tactics for Using Marketing Automation
to Achieve Your Customer Marketing Objectives:

New Customer 
Onboarding & Education

  • Refine your onboarding to the most effective process, and automate it with 30-, 60-, and 90-day on-boarding drip programs.
  • Help customers expand their use of your product.
  • Use newsletters and new feature announcements to keep your customers in the loop, and let them know their satisfaction matters.

Customer Retention:
Usage & Surveys
 

  • Use webinars to introduce new features or new ways of using existing ones; help your customers become power users.
  • Automate all the communications around these online events.
  • Measure product consumption and trigger communication based on feature/non-feature use.
  • Deploy surveys and invite your customers to analyze the results.
     

Upsell &
Cross-Sell
 

  • Leverage marketing automation, CRM, and ERP data to understand when a buyer is ready for an upsell.
  • Look at pages visited, datasheets downloaded, and contract renewal information and payment history, and tie it to engagement data to understand when to reach out on an upsell or cross-sell.
     

Advocacy &
Loyalty
 

  • Apply a score to customer behavior and engagement to understand who your advocates and most loyal customers are.
  • Apply a score for webinar attendance, event registration, emails opened, references given, user groups attended, etc.
  • The higher the lead score, the more likely that customer will be a brand advocate.

Marketing automation can help tie shared goals and measurements of success together - integrating this vision throughout the entire customer lifecycle. With Act-On you can harness and activate the power of data-driven strategy to drive leads, build your brand and deliver a unique and personalized customer experience that sets you above the competition.

Interested in Learning More?

Check out this related content about marketing automation and how it can help you reach and exceed your goals.

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ABOUT OUR COMPANY

Act-On is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Act-On is the only integrated workspace to address the needs of the customer experience, from brand awareness and demand generation, to customer loyalty. With Act-On, marketers can drive better business outcomes. 
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