Marketing automation provider Act-On Software is launching a partner program, bringing together partners and customers.

The Beaverton, Oregon-based company said that the new Act-On Partner Exchange (APEX) offers a resource for its customers, which currently number about 1000 and which are constantly looking for new products and services from Act-On partners for their online marketing.

Three Act-On Partner Types

Act-On said its partners fall into three categories. There are Technology Partners, whose product integrates with Act-On’s marketing automation platform. Agency Partners can extend the Act-On platform with their expertise in marketing and creative services, and Referral Partners offer specialized marketing services while referring customers to Act-On for online marketing.

As an example of a Referral Partner, the company pointed to Portland, Oregon-based Albertson Performance Group. CEO Eric Albertson said in a statement that, with his company’s expertise in “helping technology marketers design and execute campaigns to get more leads with better quality,” the Albertson Performance Group can help Act-On’s customers “get the most out of their investment in marketing automation.”

Other partners include Cisco WebEx, Pipedream, Estuate and Port25.

Act-On Chief Revenue Officer Shawn Naggiar told news media that there has already been “an exponential increase” in customers working with APEX partners, since the program is designed to be a “simple and effective” way for partners to join the Act-On ecosystem and for customers to find products and services.

Marketing Automation for the Mid-Sized Org

Act-On was founded in 2008 by CEO Raghu Raghavan with the intent of providing what it called “an equalizer” for small- and mid-sized companies. Its cloud-based platform offers an email engine with one-click integration to web conferencing and CRM, as well as tools for website visitor tracking, lead scoring, lead nurturing and social media prospecting, and design tools for web forms, landing pages and emails.

The company’s platform is designed to enable those companies, which it calls the Fortune 5,000,000, to “easily and swiftly create and execute” multi-channel integrated marketing campaigns, find and nurture qualified leads, and conduct analytics.

While the company said its focus is on smaller businesses, it noted that its platform is also used by divisions of some large companies, including Motorola, Progressive, IBM, Associated Bank, and Liberty Tax Service.