Act-On

Act-On
Developer(s)Act-On
Initial release2008 (2008)
Operating systemSoftware as a service
TypeMarketing automation
LicenseSubscription
Websiteact-on.com

Act-On Software is a software-as-a-service product for marketing automation. The company is headquartered in Portland, Oregon and was founded in 2008, originally retailing its software exclusively through Cisco, which provided $2 million in funding.[1]

History

Act-On was founded in 2008 by Raghu Raghavan, formerly a founder of Responsys.[2] Act-On initially sold through alternate channels, but later created its own sales team.[3]

In 2011, Act-On raised a third round for $10 million in June 2011 and established a new location in Silicon Valley.[4] The company raised an additional $16 million in funding the following year.[5]

By 2013, the number of employees had grown to 140,[6][7] up from 11 in 2010 and 35 in 2011.[8][9]

In April 2014, $42 million in additional funding was raised, which was the largest funding round in the Oregon technology market since the dot com bubble.[10][11] In 2015, Act-On expanded its executive team with a new CFO, formerly of the company Jive, a VP of demand generation, previously with ExactTarget, and a VP of cloud operations.[12][13]

In 2015, Act-On announced the appointment of Andy MacMillan to the position of CEO.[14] The former CEO and company founder Raghu Raghavan assumed the role of CTO. Prior to joining Act-On Software, Andy held several senior leadership positions at Salesforce, including Chief Operating Officer of the Products Division and Senior Vice President & General Manager of Data.com.

In 2018, Act-On announced its board of directors had appointed Kate Johnson as the company's new CEO to replace Andy MacMillan.[15] The company consolidated its operations to Portland, Oregon at this time. Ms. Johnson had served as Act-On's CFO for the prior 3 years and was endorsed by Diane Fraiman, Act-On board member and investor in the formal press release.[15]

In 2019 Act-On raised a second round of funding for $4 million.[16][17]

In June 2020, Act-On Software rebranded.[18] It was later acquired by Boston Capital Ventures (BCV, LLC) for $53 million in February 2024.[19]

Software

The "Quick Start" guide in Act-On's online user interface.

Act-On is a subscription-based software-as-a-service (SaaS) product for marketing automation. Its software products are for email marketing, landing pages, social media prospecting, CRM integration, lead management, webinar management, and analytics.[20][21][22]

Act-On has a Twitter prospector tool introduced in 2010 that automates the publishing and monitoring of content on Twitter, tracking prospective customers and measuring their activity.[23] An Act-On Insight tool, released in June 2012, compares a company's social media marketing performance to competitors.[24][25] Its Hot Prospects tool, introduced at the 2011 Dreamforce conference, creates a dashboard in Salesforce that scores the likelihood a prospect is ready to make a purchasing decision.[26] A set of software tools for search engine optimization, pay-per-click advertising and other inbound tactics was introduced in May 2013 under the name Act-On Inbound alongside a mobile app.[27][28][29] In July 2014, Act-On announced a set of product updates intended to improve data visualization and customization.[30] Enhancements included a responsive email composer and expanded CRM integrations.[31][32][33]

In March 2015, Act-On produced Act-On Anywhere, a Chrome application allowing users access to marketing automation data.[34] In June of the same year, Act-On released Data Studio, a tool allowing users to visualize, select, configure and export data to any business intelligence platform.[35][36][37][38]

Act-On software integrates with Webex and GoTo Meeting. It also integrates with data and analytics services, such as Google Analytics.[39][40] More connectors are available for Microsoft Dynamics, WordPress, Salesforce, SugarCRM, Oktopost and others.[41][42][43] The Act-On platform offers native integrations with all major CRM systems.[44][45] A separate version for agencies has an agency dashboard to centrally manage multiple client campaigns and is sold at a lower bulk price.[40]

References

  1. ^ "Act-On Software, Inc. Revenue: Annual, Quarterly, and Historic - Zippia". www.zippia.com. 2021-12-14. Retrieved 2024-06-13.
  2. ^ Soper, Taylor (April 15, 2014). "Marketing automation startup Act-On raises $42M, sets sights on IPO". Geekwire. Retrieved June 28, 2016.
  3. ^ Gupta, Ankush. "Interview with Raghu Raghavan, Founder & CEO, Act-On Software". MarTech Advisor. Retrieved June 28, 2016.
  4. ^ Batista, Amanda (November 29, 2011). "Act-On Software Surpasses 500 Customers; Plans Aggressive Expansion Track In 2012". DemandGen Report. Retrieved June 28, 2016.
  5. ^ Butcher, Mike (September 6, 2012). "Act-On's $16M D Round From Norwest Venture Is Evidence That Online Marketing Will Be Automated". TechCrunch. Retrieved June 28, 2016.
  6. ^ "Inc. 5000: #172 Act-On Software". Inc. Magazine. Retrieved June 28, 2016.
  7. ^ Anderson, Mark (April 28, 2014). "Act-On Software on hiring spree, mostly for Roseville office". Sacramento Business Journal. Retrieved June 28, 2016.
  8. ^ Rogoway, Mike (June 1, 2011). "Act-On Software lands $10 million in venture capital, says Portland startups are finally getting respect". The Oregonian. Retrieved June 28, 2016.
  9. ^ "Act-On Software Reports 405% Revenue Growth; Expands International Footprint". DemandGen Report. January 19, 2012. Retrieved June 28, 2016.
  10. ^ Rogoway, Mike (April 15, 2014). "Act-On Software lands whopping $42 million VC round, among Silicon Forest's biggest ever". The Oregonian. Retrieved June 28, 2016.
  11. ^ Spencer, Malia (April 15, 2014). "Act-On Software lands $42M". Portland Business Journal.
  12. ^ Bell, Jon (March 30, 2015). "Tech firm lures CFO away from Jive, expands management team". Portland Business Journal. Retrieved June 28, 2016.
  13. ^ Rogoway, Mike (March 30, 2015). "Act-On Software hires CFO from Jive, names two other execs". The Oregonian. Retrieved June 28, 2016.
  14. ^ "Andy Macmillan, Former Salesforce Executive, Named CEO of Act-On Software". Act-On. Retrieved 2024-02-07.
  15. ^ a b "Act-On names Kate Johnson CEO, Consolidates to Portland, and Doubles Down on Product Innovation". Act-On. Retrieved 2024-02-07.
  16. ^ Rogoway, Mike (November 14, 2010). "Act-On resists Silicon Valley's call, lands $4 million in venture capital anyway". The Oregonian. Retrieved June 28, 2016.
  17. ^ "Act-On Software Scores $4M from Voyager, USVP | Xconomy". Retrieved June 28, 2016.
  18. ^ Haileyesus, Samson (2020-06-11). "Act-On Software Rebrands to Offer Modern Marketing Tools to Businesses". Small Business Trends. Retrieved 2020-06-24.
  19. ^ LePage, Ellie (February 8, 2024). "Marketing automation vendor Act-On acquired for $53 million". MarTech. Retrieved August 12, 2025.
  20. ^ Ludwig, Sean (8 August 2013). "5 Davids beating Goliath in the cloud arena". Venture Beat.
  21. ^ "Marketing automation startup Act-On raises $42M, sets sights on IPO". GeekWire. 2014-04-15. Retrieved 2016-05-21.
  22. ^ "Independent Act-On Software Review". www.crmsearch.com. Retrieved 2016-05-21.
  23. ^ "Act-On Twitter App Connecting Social Outreach to Marketing Automation". DemandGen Report. April 5, 2010. Retrieved July 19, 2016.
  24. ^ Gleberman, Monica (June 28, 2012). "Act-On Software Launches New Tracking Tool, Act-On Insight". TMCNet. Retrieved July 19, 2016.
  25. ^ Knight, Kristina (July 2, 2012). "New tools offer additional reporting features for online, social". BizReport. Retrieved July 19, 2016.
  26. ^ Casey, Kevin (September 2, 2011). "One SMB's Secret for Improving Sales Leads". InformationWeek. Retrieved July 19, 2016.
  27. ^ "Act-On Extends Inbound Marketing Capabilities, Unveils Mobile App". May 30, 2013. Retrieved July 19, 2016.
  28. ^ Zinck, Barb (May 29, 2013). "Act-On Adds Inbound Marketing Capabilities, New Mobile App". CMS Wire. Retrieved July 19, 2016.
  29. ^ Romano, Benjamin (May 29, 2013). "Meeting the Wizard of Moz: Culture Breeds Community". Xconomy.
  30. ^ Dayaratna, Arnal (July 15, 2014). "Act-On Announces Data Visualization, User Experience, and Integration Enhancements for its Marketing Automation Platform". Cloud Computing Today. Retrieved July 19, 2016.
  31. ^ Zimmerman, Kim (June 10, 2014). "New Funnel Reports, Gmail Integration Among Upgrades Unveiled At Act-On User Event". Demand Gen Report. Retrieved July 19, 2016.
  32. ^ Koetsier, John (July 15, 2014). "Act-On revs up marketing automation: Adds funnel reports, Gmail integration, and more". Venture Beat. Retrieved July 19, 2016.
  33. ^ Nicastro, Dom (July 19, 2016). "Act-On's Enhancements Focus on Reporting, Responsive Design". CMS Wire. Retrieved September 15, 2015.
  34. ^ Urbanski, Al (March 11, 2014). "Act-On Brings Automation to the Browser". Direct Marketing News. Archived from the original on August 8, 2016. Retrieved July 19, 2016.
  35. ^ "Act-On surfaces engagement data". The Hub Comms. June 2, 2015. Archived from the original on 2016-07-01. Retrieved July 19, 2016.
  36. ^ Eddy, Nathan (June 5, 2015). "Act-On Announces Data Studio for Deeper Analytics, Visual Discovery". EWeek. Retrieved July 19, 2016.
  37. ^ Levine, Barry (June 1, 2015). "Act-On releases new Data Studio tool to feed data-hungry marketers". EWeek. Retrieved July 19, 2016.
  38. ^ Nicastro, Dom (June 3, 2015). "Act-On Promises Deeper Analytics in Data Studio". CMS Wire. Retrieved July 19, 2016.
  39. ^ Wizdo, Lori (January 21, 2014). "The Forrester Wave: Lead-to-Revenue Management Platform Vendors, Q1 2014". Forrester. Retrieved July 19, 2016.
  40. ^ a b Schoen, Claire, Market Intelligence Report: B2B Marketing Automation Tools 2013: A Marketer's Guide (PDF), retrieved July 19, 2016
  41. ^ "The 2012 Sales And Marketing Integration Award Report". DemandGen Report. June 26, 2012. Retrieved July 19, 2016.
  42. ^ Bitton, Sam Avishai (February 7, 2015). "5 Online Tools I Recommend to B2C Israeli Startups". Times of Israel. Retrieved July 19, 2016.
  43. ^ Crosier, Kristen (May 14, 2014). "Let's Talk Act-On: Behind the Software Q&A with CMO Atri Chatterjee". Business Software Com. Retrieved July 19, 2016.
  44. ^ "Act-On Builds Native Integration to Major CRMs". August 20, 2014. Retrieved July 19, 2016.
  45. ^ Akhtar, Omar (August 20, 2014). "Act-On Software now offers native integrations with all major CRM systems". The Hub Comms. Archived from the original on 2016-07-01. Retrieved July 19, 2016.
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