Empowering Marketers to Rethink Social Marketing Across the Customer Journey to Drive More Effective Social Selling and ABM Experiences
PORTLAND, OR–(Marketwired – August 10, 2016) – Act-On Software, the leading provider of marketing automation for fast-growing businesses, today announced the release of its Advanced Social Media Module that includes publishing, listening, and reporting capabilities to help marketers better understand the value social media brings to their business. Marketers can now use social media to power the entire customer experience from awareness and acquisition through retention and loyalty, and measure the influence their social campaigns have on the bottom line.
Social media has quickly become the most common marketing tactic deployed by B2B marketers with 93 percent reporting they leverage it as a marketing channel in their business. However, many marketers have mastered the art of social but not the science behind connecting it to the demand gen engine, leaving social with a smaller seat at the budget table.
With Act-On’s Advanced Social Media Module, marketers can now use social behaviors across Facebook, LinkedIn, Twitter, and Google+ to automatically score, segment, and nurture buyers. In addition, they can track the conversions of social leads and attribute revenue back to specific social campaigns and channels.
Social engagements can be used as predictive indicators to gauge a buyer’s interest or customer’s delight with a brand. Marketers who tie social campaigns to their marketing automation strategy can more fully leverage social engagement data to deliver tailored, multi-channel experiences for their audience.
“Marketers have focused much of their social media efforts in the Buy cycle, but they can create greater benefit by optimizing social media throughout the entire customer journey to capture loyal customers and activate advocates,” said Augie Ray, principal analyst at Gartner. “No single social media metric can encompass the many ways social media contributes to a business’s top line and bottom lines. To measure the impact of social media, marketers need to identify their brand’s opportunities in the Buy, Own, and Advocate cycles, and select the measures that best fit those opportunities to fulfill attribution requirement.”
With Act-On’s Advanced Social Media Module, marketers can now quantify the impact of their social media efforts on revenue and measure the influence their social campaigns have on brand awareness, demand generation, and customer retention.
Act-On’s Social Media Module Allows Marketers To:
Create listening streams for Twitter, LinkedIn, and Facebook under a single UI to simplify the social selling process.
Engage (like, comment, share, RT) directly from the UI to comments posted on Twitter, LinkedIn, Facebook and Google+.
Publish assets from existing lead generation campaigns created in Act-On or associate posts to pre-existing campaigns.
Nurture and score leads generated from social campaigns and easily segment buyers based on behaviors and interests for more tailored offerings.
Push social media posts onto the ‘advocacy board’ for easy access and sharing by employee and customer advocates.
Report on campaign performance across social channels and individual advocates including clicks, leads, opportunities, and revenue generated.
“Social media is a critical channel for marketers and should not be executed in a silo. It must be integrated into the overall marketing strategy to realize its full potential,” said Kevin Bobowski, CMO of Act-On Software. “Act-On’s Advanced Social Media Module empowers marketers to leverage social data to deliver more personalized, real-time experiences for prospects and customers, resulting in better conversions and more loyal advocates.”
About Act-On Software
Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Act-On is the only integrated workspace that powers the customer experience from end-to-end, from brand awareness and demand generation, to retention and loyalty. With Act-On, marketers can drive better business outcomes and see higher customer lifetime value. Act-On is squarely focused on the success of its customers and offers consultant-level quality with everyday customer support. Act-On has been recognized for its superior product and rapid business growth by Deloitte, Forbes, and Inc. Magazine. For more information, visit Act-On Software.
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