Channel Marketer Report


Act-On Opens APIs To Developers, Expands Partner Program

Act-On Software is looking to expand its partner ecosystem by opening its APIs to third-party developers. The Act-On Developer Program also is adding resources to help agency partners build, test and launch developer applications, company official explained.

In addition, the new platform will offer an app marketplace to provide customers with access to third-party applications.

“SMBs are getting good enrollment with marketing automation, but now marketing automation is on an island of itself,” said Atri Chatterjee, CMO of Act-On. “It needs to be part of the whole workflow for marketers and general CRM users. We see this expansion as a way to propel the company to accelerate the adoption of new customers while providing value-added solutions that we can’t provide on our own.”

The new tools for agency partners assist with establishing and managing accounts. This gives agencies the ability to:

  • Oversee all of their clients’ accounts with one central log-in;
  • Assign, and reassign, account managers and teams to specific client accounts; and
  • Share content across accounts.

“Agencies will be able to collaborate with their clients as they create and execute campaigns,” Chatterjee added. “The Act-On Agency product also allows the agency’s clients to be able to see their own campaign and make modifications if they wish.”

Upgrades also were made to the Act-On Partner Exchange (APEX). A comprehensive directory was added, which features every partner and application available by category to allow customers to easily navigate the site. Customers also have access to discussion forums to garner additional information. The Act-On Center of Excellence is available in the APEX to provide best practice guides.

The expansion of the partner program comes on the heels of the vendor’s release of its financial results, which included doubling its revenue in Q3 2013 over Q3 2012, adding more than700 new customers and doubling its workforce.



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