Act-On is a subscription-based software-as-a-service (SaaS) product for marketing automation. Its software products include tools for email marketing, landing pages, lead management, social media prospecting, CRM integration, webinar management andanalytics among others.

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. An Act-On Insight tool, released in June 2012, compares a company's social media marketing performance to competitors^. Its Hot Prospects tool, introduced at the 2011 Dreamforce conference, creates a dashboard in Salesforce.com that scores the likelihood a prospect is ready to make a purchasing decision. 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. Act-On also introduced a mobile app and mobile optimization features. In July 2014, Act-On announced a set of product updates intended to improve data visualization and customize the user experience.^[30] Enhancements included a responsive email composer and expanded CRM integrations.

 

In March 2015, It introduced Act-On Anywhere, a Chrome application allowing users access to marketing automation data and functionalities across any web-based browser. Allowing users to embed calls-to-action in web pages and blogs from any web-based content management system, this extension along with Act-On’s open APIs, supports a larger vision for an open marketing ecosystem, in which third-party applications can plug and play with Act-On – ensuring that end-users can continue to leverage their current systems and augment the use of those systems using engagement data collect