Case Study: ProLabs achieves improved customer journey and marketing automation with Act-On Software

ProLabs enhances the customer journey thanks to Act-On’s ease of use

ProLabs, a global supplier of compatible networking and optical solutions with offices in the UK and US, needed a cost‑effective marketing automation platform to help the company stand apart from larger OEMs and improve customer communication. Under Global Marketing Director Haley McPherson, the team found their Eloqua setup expensive, difficult to use, and poorly supported, which limited campaign execution, lead management, and GDPR readiness.

ProLabs chose Act-On for its intuitive UI, strong training and responsive support, enabling easier automation, segmentation, and social/email campaigns. Since implementation the company has improved open and click‑through rates, tightened GDPR compliance with double opt‑in and automated opt‑out handling, enhanced inbound lead tracking, and empowered the marketing team to be more creative and scale campaigns (with Salesforce integration planned).

ProLabs

Haley McPherson

Global Marketing Director