• by Jess Nelson , May 9, 2016

Marketing Automation provider Act-On Software announced the upcoming release of a new account-based marketing (ABM) solution that automates ABM orchestration for B2B marketers.

Act-On Software’s new ABM solution will add an automated, multichannel lead-generation strategy to its platform of marketing solutions, and is expected to be generally available in June.

Account-based marketing is becoming increasingly prevalent in Enterprise marketing, and differs from more traditional mass marketing approaches via the strategic targeting of sales prospects and individualized communication.

Act-On’s ABM Automation solution serves as a command center for marketers to now deliver more relevant and personalized marketing contact to each individual prospect depending on where they are in the buying cycle.

"Act-On ABM Automation makes it easier for B2B marketers to execute a smarter, more coordinated account-based marketing strategy across the entire company," states Kevin Bobowski, CMO of Act-On Software. "And this internal coordination ensures that marketers deliver the best possible digital experience for prospects and customers alike."

Act-On Software intends to integrate its ABM Automation solution across its platform for a more efficient and streamlined management process of marketing campaigns, and Act-On marketers will soon have the ability to leverage ABM across email, social, display, direct mail and third-party advertising.

Additional features include automatic account scores and triggered campaigns and workflows, as well as the added ability to deliver a unified communications experience across an entire account or organization for consistency.