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November - 2011 - issue > Spotlight: Enterprise Software
Act-On Software Automating Marketing Processes
si Team
Wednesday, November 2, 2011
Act-On Software's integrated online marketing platform, is rapidly becoming the foundation for successful business growth strategies for organizations of all sizes. Its highly intuitive user interface and innovative rapid implementation technology have enabled the adoption of advanced marketing automation technologies by smaller marketing teams, without requiring dedicated database, process analysis or IT staff.

Built around a 3rd generation email marketing system, and featuring forms, landing pages, drip programs, social media prospecting, webinar management and the ability to automate critical marketing tasks, the Act-On marketing platform generates analytics in real-time for multi-channel online marketing campaigns. An adaptive behavioral scoring capability, coupled with a deep integration with industry leading CRM systems, enables Act-On to push only the most promising, sales-ready leads to sales representatives.

Act-On Software was founded by Raghu Raghavan, a graduate of IIT Bombay who went on to get a PhD from the University of Minnesota in Minneapolis. An experienced entrepreneur, he was previously the co-founder and CTO of Responsys, a company that had a very successful IPO in April 2011 (NASDAQ: MKTG).

Act-On Software received its initial financial backing from Cisco, the worldwide leader in networking. Since then, it has attracted venture capital funding from US Venture Partners, Voyager Capital, and most recently, Trinity Ventures. This last financing round, which raised $10 million, was oversubscribed , and concluded in record time (three and half weeks from initial meetings to multiple competitive term sheets).

The company has grown very rapidly, from 75 customers in November 2011 to 500 customers now, and is expected to reach over 700 customers by year end. In July 2011, Act-On Software further solidified its increased market presence by acquiring Marketbright, one of the early pioneers of the marketing automation industry.

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