Act-On Software, a provider of marketing automation software, has announced a strategy and technology platform enabling marketers to connect with buyers and customers in a more personalized way using Adaptive Journey. The Act-On platform recognizes behaviors, interests, and preferences, and uses that data to adapt messages, timings, and delivery channels for better-customized engagements.

Act-On has been supplying users with innovation features such as responsive design emails, web forms, landing pages, and Account-Based Marketing (ABM). It plans to make the machine learning-powered Adaptive Journey simple and easy to create.

In a company release, Andy MacMillan, CEO of Act-On Software, said, “Every customer is unique, as is their path to purchase, and in today’s connected world it is more important than ever that brands adapt to how their customers want to be engaged.” He added that Act-On believes that companies of any size should be

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