Act-On adds Account-Based Marketing

Marketing automation platform Act-On is jumping with both feet onto the account-based marketing (ABM) bandwagon. The company has announced its new ABM Marketing Automation solution, so that marketers can more readily promote brands, generate demand and maintain customers with an account-oriented, multi-channel strategy. Act-On channels include email, social media, display ads, website visitors and direct mail. The ABM functionality will be available next month. VP Product Management and Marketing Gal Josefsberg told me that, while the previous platform iteration had some account-related identification, it was not really designed for coordinated marketing to accounts.