Pendo Story: Act-On Software

Written by Michael Peach  | 



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Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Gal Josefsberg is the VP of Product Management and Product Marketing at Act-On. Michael Owsley is a Product Marketing Specialist on his team. Together they have led the implementation of Pendo at Act-On. This implementation initially focused on empowering the product team but quickly grew to span multiple departments in the company.

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“Act-On takes all of your online and offline marketing efforts and gives you the ability to orchestrate everything 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,” said Michael, “What differentiates Act-On is that we are focused on the success of our customers and making the product something that they can use and see immediate value from. We want to equip customers with the knowledge and tools that they need to achieve the same level of growth that we, ourselves, have experienced using Act-On.”


“We initially started with just the product managers. We looked at what’s being clicked on, what are the paths that users take through the application, and other user data. Other teams saw it, and the Customer Success and Sales people began using Pendo as well. Our Sales teams were interested in observing users that were in trial. They wanted to see who was actively using the product. In the same way, our Customer Success team wanted more visibility into what our paying customers were doing – seeing who were the heavy users, and what they were using.”


With more detailed product data, Act-On has changed their approach to new feature development and roll out. “We recently built the New Landing Page Composer in our platform with the capability to allow users to drag and drop different blocks of content into a landing page,” said Michael. “The data from Pendo played an important role in optimizing the UI. Surprisingly, several of the blocks that we thought would have the highest usage returned different results.”












最新のブログシリーズPendo Storiesでは、実際のお客様がPendoを使ってどのようにユーザーを喜ばせるソフトウェア体験を作っているのかに焦点を当てています。機能の使用状況データは、プロダクトマネジメントチームだけでなく、多くの人が利用するものです。データがなぜ成長の鍵を握るのかについては、プロダクトデータの優位性(The Product Data Advantage)をご覧ください。