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Act-On is a B2B marketing automation platform that helps marketing and sales teams run multichannel campaigns, score and nurture leads, and connect data across their MarTech stack.
Pricing
$200+ / mo
Best for
Act-On is best suited for mid-market B2B organizations that want enterprise-grade marketing automation, strong CRM integrations, and multichannel orchestration without the operational overhead of large marketing clouds.
Platforms
Web, Chrome Extension
Free trial
No
Free plan
No
Headquarters
Portland, OR, USA
Company type
Acquired
The honest take
What reviewers love, and what to watch
A balanced view of Act-On, drawn from public reviews and product research.
Pros
- User-friendly email and campaign builder that allows non-technical marketers to stand up programs quickly once they learn the basics.
- Comprehensive feature set for the price, combining email, landing pages, forms, webinars, social, and basic ABM in one platform.
- Strong native integrations with Salesforce, Microsoft Dynamics and other CRMs that keep sales and marketing data synchronized.
- Flexible segmentation and behavioral lead scoring that help teams target specific audiences and prioritize sales follow-up.
- Support team is frequently praised as responsive and helpful, with ongoing product enhancements and iterative improvements.
Cons
- User interface and design tools are sometimes described as dated or clunky compared with newer competitors, especially the WYSIWYG editor.
- Users report occasional glitches or performance slowdowns, particularly when working with large email assets or complex campaigns.
- Reporting and dashboards, while capable, can be less flexible and visually polished than dedicated BI tools, leading some teams to export data for deeper analysis.
Where it fits
What teams use Act-On for
- Lead Nurturing and Drip Campaigns
- Multichannel Marketing Automation
- Account-Based Marketing Programs
- Customer Onboarding and Lifecycle Marketing
- Webinar and Event Promotion and Follow-up
Key strengths
- Broad feature coverage across email, web, social, SMS, webinars, and account-based programs for end-to-end lifecycle marketing.
- Mature CRM integrations and sales enablement extensions (such as Act-On Anywhere) that improve marketing, sales alignment.
- Powerful segmentation, scoring, and automation that support complex B2B buying journeys and multi-step nurture motions.
- Competitive pricing and relatively fast time-to-value for mid-market teams compared with large enterprise marketing suites.
Compare your options
Act-On alternatives
Other tools teams weigh against this one. Tap any we have reviewed to read more.
HubSpot Marketing Hub Adobe Marketo EngageSalesforce Marketing Cloud Account Engagement (Pardot)ActiveCampaign
Questions, answered
Frequently asked about Act-On
The short version is on the surface. Open any question to go deeper.
Act-On is a cloud-based B2B marketing automation platform that helps organizations plan, execute, and measure multichannel campaigns across email, web, SMS, and social. It includes tools for landing pages and forms, lead scoring and nurturing, account-based marketing, analytics and reporting, and tight integrations with popular CRMs so marketing and sales teams can share a unified view of engagement and pipeline.
Act-On uses an Active Contact pricing model, where you pay for the number of contacts you actively engage each month rather than your full database. Public pricing for the Professional tier starts around $900 per month (billed annually) for roughly 2,500 active contacts, with an Enterprise tier priced on a custom basis depending on scale, add-ons, and implementation needs. There is no permanent free plan, and contracts are typically annual.
Core Act-On features include email marketing automation with a drag-and-drop builder and A/B testing; visual journey and nurture program builder; landing pages and adaptive forms; website visitor tracking and behavior analytics; advanced segmentation and lead scoring; account-based views and programs; SMS and social publishing; robust integrations with CRMs and webinar tools; and analytics capabilities ranging from campaign dashboards to BI exports via Data Studio.
Act-On is often evaluated alongside other leading marketing automation platforms such as HubSpot Marketing Hub, Adobe Marketo Engage, Salesforce Marketing Cloud Account Engagement (formerly Pardot), and ActiveCampaign. Depending on the use case, buyers may also compare it to tools like Oracle Eloqua, SharpSpring, or Keap for email-centric automation.
Act-On can be a strong choice for small and mid-sized B2B organizations that have dedicated marketing resources and want to run more sophisticated, multichannel programs. Its ease of use and Active Contact pricing can work well for growing teams. However, very small businesses or solo marketers who only need basic newsletter sends and simple automations may find leaner email tools more cost-effective and easier to manage than a full-featured MAP like Act-On.
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