Few would dispute marketing automation's potential to benefit corporate marketing efforts, but with all the many and varied tools out there, keeping campaigns coordinated and cohesive can be difficult.
With such challenges in mind, Act-On Software on Wednesday launched Act-On Anywhere, an application that makes the engagement data, assets and functionality of the company's SaaS platform available from anywhere within the browser.
An explosion of stand-alone tools has created a marketing climate in which fragmentation is a major problem, said Act-On, which targets SMBs with its platform. In fact, a full 83 percent of marketers cite fragmented systems as one of their most troublesome challenges, according to a study the company recently conducted with Gleanster Research.
The new app allows users to click the Act-On Anywhere icon in their browser no matter what Web-based environment they're working in and get immediate access to marketing-automation features and engagement information from the Act-On platform.
Using the app, for instance, marketers can enable any Web-based content management system to embed calls to action in Web pages and blogs using images, landing pages and forms from the Act-On platform's Media Library. They can also access Act-On's SEO functionality to optimize content while creating it.
The app enables access to marketing assets stored in the Act-On platform -- links to multimedia content or landing pages, for example -- and the ability to track engagement within Act-On to measure the effectiveness of social media campaigns.
LinkedIn prospecting, integration with customer relationship management systems such as Salesforce and tools for optimizing Gmail interactions are other Act-On features now accessible through the app.
Marketing professionals in SMBs "wear a lot of hats and work in a lot of different tools," said Lori Wizdo, a vice president and principal analyst with Forrester Research. "The new app will help to streamline some marketing processes as well as foster the use of designed -- and approved -- marketing content."
Moreover, by putting marketing assets such as emails and landing pages within closer reach, the app will also help companies that use Act-On have more consistent communication and engagement with their customers, she added. "Definitely something buyers notice and appreciate."
Act-On Anywhere for the Google Chrome browser is now available to Act-On customers in beta and will be generally available within 30 days from Act-On and on the Google Chrome store.