Adaptive marketing automation firm Act-on Software and real-time personalisation platform Evergage have partnered to extend Evergage’s technology to Act-on’s Adaptive Journeys platform, leveraging email engagement data to further personalise web and mobile app experiences for customers.
“Marketing is about building relationships, but doing so authentically, consistently, and at scale poses a challenge for most marketers,” said Michelle Huff, chief marketing officer of Act-on Software. “Which is why at Act-on, we are trying to solve for this by empowering marketers with the tools they need to build personalised, adaptive journeys to engage with their customers across multiple channels. Our partnership with Evergage underscores our commitment to making this vision a reality.”
The integration between the two companies supports real-time email content personalisation, which then extends via click-through links to websites and mobile apps. Act-on email campaigns and automated programs will be able to leverage behavioural insights collected by both firms to deliver personalised content, and when recipients click through to a website or deep link, Evergage’s technology dynamically personalises the online content based on behaviour, intent, source, location and many other factors.
“As B2B marketers seek to more effectively reach their audiences, it’s important to deliver unique and cohesive experiences across channels,” said Andy Zimmerman, chief marketing officer of Evergage. “Our partnership with Act-on helps digital marketers meet these goals – improving demand generation and the overall customer experience.
“With our combined technologies, marketers can build more complete profiles of their visitors, maximise the results of email campaigns, and deliver website experiences that are maximally relevant at the individual and account level.”