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Overview

Product Information on Act-On Marketing Automation Platform

Updated 13th October 2025

What is Act-On Marketing Automation Platform?

Act-On Marketing Automation Platform is a software designed to automate and manage marketing tasks such as email marketing, lead nurturing, reporting, social media management, and customer relationship management integration. The software facilitates campaign creation, allows for segmentation of audiences, and provides tools to score and prioritize leads. It enables businesses to track engagement across multiple digital channels, streamline workflows, and generate analytics that inform marketing decisions. The software solves business challenges related to manual marketing efforts, fragmented data, and inconsistent communication, offering a centralized approach for driving marketing initiatives and measuring campaign effectiveness.

Act-On Marketing Automation Platform Pricing

Act-On Marketing Automation Platform is a software that uses a subscription-based pricing model, which typically involves multiple tiers based on features, contact volume, or usage levels. Pricing details are structured to align with specific business needs and scales with the number of active contacts or automation capabilities required. Custom plans may be available for organizations with higher requirements.

Overall experience with Act-On Marketing Automation Platform

MARKETING ASSOCIATE
<50M USD, Services (non-Government)
FAVORABLE

“Ease of Use and Analytics Highlighted Despite High Cost at Upper Tiers”

4.0
Oct 29, 2025
It was a very good product, Very easy to use and incredibly cost effective. I would recommend it as it you're getting great value for money.
Marketing Automation Manager
50M - 250M USD, Education
CRITICAL

“The platform and support need improvement, but great for simple businesses”

3.0
Apr 24, 2019
We did not have a good onboarding experience with Act-on and have found the support to be lacking, both online and over the phone. The system is not nearly as easy to implement and use as was first demonstrated to us, and there are several functions of the platform that do not work in an ideal scenario. We have hired a consultant to help, and are able to do some of the things we thought we would be able to but are not nearly as far along as we should be.

Key Insights

A Snapshot of What Matters - Based on Validated User Reviews

Peer Discussions

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Software reviews and ratings for EMMS, BI, CRM, MDM, analytics, security and other platforms - Peer Insights by Gartner
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Market Presence: B2B Marketing Automation Platforms, Email Marketing (Transitioning to Email Marketing Platforms)

About Company

Company Description

Updated 7th December 2023

Act-On Software focuses on providing cutting-edge solutions that allow marketers to engage effectively throughout the entire customer lifecycle. The company's primary offerings render customer data operational enabling marketers to design smart, efficient programs to drive their business growth and increase customer lifetime value. Centralized on serving marketers first, Act-On utilizes advanced technology to assist marketers in establishing enduring customer relationships. It offers a range of features including marketing automation, lead scoring, CRM integration, dynamic forms, SMS marketing, account-based marketing, email deliverability, email marketing automation, marketing segmentation, lead management, lead nurturing, social media marketing, sales intelligence, and ROI reporting. Act-On Software is dedicated to promoting an inclusive environment where everybody's unique contribution is respected, valued, and seen as a valuable addition to the team.

Company Details

Updated 26th February 2025
Company type
Private
Year Founded
2008
Head office location
Portland, United States
Number of employees
51 - 200
Website
https://www.act-on.com/

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Reviewer Insights for: Act-On Marketing Automation Platform
Deciding Factors: Act-On Marketing Automation Platform Vs. Market Average
Performance of Act-On Marketing Automation Platform Across Market Features

Act-On Marketing Automation Platform Likes & Dislikes

Like

Ease of use, easy integrations and most importantly the analytics and analytical reports.

Like

If you have a simple business model, it should be fairly straightforward to use. Any kind of complexity will throw it all off though.

Like

The most useful feature was a user expierence - it was a very simple, clear, easy to use and to follow.

Dislike

The automations aren't as great. Higher tiers work out very expensive. Some parts of the UI were slightly confusing.

Dislike

One of the most frustrating things about Act-on is to look up in the training and support documents how to do something and then find that the document has not been updated after a product upgrade/release and therefore is out of date.

Dislike

In my opinion, there were a lot of features and not always they were applicable in my daily work.

Recommended Gartner Insights

  • Critical Capabilities for B2B Marketing Automation Platforms
  • Magic Quadrant for B2B Marketing Automation Platforms

Top Act-On Marketing Automation Platform Alternatives

Act-On Marketing Automation Platform Reviews and Ratings

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Act-On Marketing Automation Platform

byAct-On
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4.2
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  • MARKETING ASSOCIATE
    <50M USD
    Services (non-Government)
    Review Source

    Ease of Use and Analytics Highlighted Despite High Cost at Upper Tiers

    4.0
    Oct 29, 2025
    It was a very good product, Very easy to use and incredibly cost effective. I would recommend it as it you're getting great value for money.
  • Marketing Associate
    50M-1B USD
    Retail
    Review Source

    Effective CRM System Noted for User-Friendly Interface and Utility

    4.0
    Jan 13, 2026
    Overall I think it is a very useful tool for email marketing and CRM system.
  • Responsable Web Marketing
    50M-1B USD
    Services (non-Government)
    Review Source

    Awesome experience with Act-On.

    4.0
    Jul 13, 2025
    We use Act-On for marketing automation. Use of the product ensures efficiency in marketing automation programs management that increase business growth and value. The software deeply integrated with customer relationship management tools and has proactive customer care service providers. Ease of use and affordability of the tool based on usage.
  • CHIEF MARKETING OFFICER
    <50M USD
    Services (non-Government)
    Review Source

    Stands alone against the bigger names and holds its own

    5.0
    Nov 7, 2023
    I have used many automation platforms over the years, and Act-On continues to be my favorite of them all. They were ahead of the game compared to just about every other product.
  • Marketing Manager
    1B-10B USD
    Banking
    Review Source

    Good Partner That Has Grown With Our Needs

    5.0
    May 3, 2023
    We've used Act-On for 5+ years and it has helped to strengthen our email marketing efforts. We have integrated our customer profiles for easy audience targeting, created automated programs and made the process of managing email marketing much more seamless.
...
Showing Result 1-5 of 100

Showing data for 100 ratings and reviews for B2B Marketing Automation Platforms market. View all 144 ratings and reviews across markets for a complete picture.

4.2

(100 Ratings)

Rating Distribution

5 Star
42%
4 Star
48%
3 Star
7%
2 Star
1%
1 Star
2%
Why ratings and reviews count differ?

Customer Experience

Evaluation & Contracting

4.4

Integration & Deployment

4.3

Service & Support

4.4

Product Capabilities

4.2

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