Act-On recently announced not just a series of upgrades to its marketing automation platform, but also a rebrand.
Act-On’s shift from marketing automation to a growth marketing platform is part of a growing trend in the industry, according to experts. Growth marketing uses experimentation to improve and grow target areas.
“A rebrand is not an easy process to go through, and most people are wanting to rebrand to be more aligned with the needs of their customer, versus being aligned to the demands of their product,” said Liz Miller, vice president and principal analyst at Constellation Research. “So, they’re kind of looking to have not only a branding shift, but also try to change their language so that they are more in line with what their customers are talking about.”
The upgrades to Act-On’s growth marketing platform include interactive reporting features and changes to the user interfaces for content creation
Article source: https://searchcustomerexperience.techtarget.com/news/252485275/Act-On-now-a-growth-marketing-platform-launches-upgrades
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