Act-On
Marketing account intelligence software
Customer journey mapping tools
Landing page builders
Customer journey analytics software
Lead scoring software
Visitor identification software
Marketing analytics software
Marketing automation software
Transactional email software
Account-based marketing software
Account-based data software
Conversion rate optimization tools
Demand generation software
Lead generation software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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$900 per month
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- Information technology and software
- Professional services (engineering, legal, consulting, etc.)
- Manufacturing
What is Act-On
Act-On is a marketing automation platform used to plan, execute, and measure multi-channel campaigns across email, web, and social. It supports B2B marketing teams with lead capture, nurturing, scoring, and handoff to sales through CRM integrations. The product includes landing pages, forms, segmentation, and reporting to connect campaign activity to pipeline outcomes. It is commonly deployed by mid-market organizations that need automation and analytics without building a custom stack.
Broad campaign automation toolkit
Act-On combines email marketing, automated programs, forms, landing pages, and list management in one platform. This reduces the need to stitch together multiple point tools for core demand generation workflows. It also supports triggered and behavior-based messaging to move leads through nurture tracks. For teams standardizing processes, the unified workflow builder and reusable assets can improve consistency.
Lead scoring and routing
The platform provides lead scoring based on demographic and behavioral signals to prioritize follow-up. It supports segmentation and automated routing rules to align leads to the right sales teams or territories. These capabilities help operationalize marketing-to-sales handoff and reduce manual list work. Scoring models can be tuned over time as conversion data accumulates.
Reporting tied to outcomes
Act-On includes marketing analytics and attribution-oriented reporting to connect campaigns to engagement and downstream results. Dashboards and reports help marketers monitor funnel performance and identify which programs contribute to pipeline. This is useful for teams that need recurring performance reporting without exporting data into separate BI tools. The reporting layer also supports optimization of nurture paths and content based on observed behavior.
ABM and data depth varies
While Act-On supports account-based marketing workflows, it typically relies on integrations for deep account intelligence and large-scale B2B contact/company data. Organizations expecting built-in, continuously refreshed account datasets may need additional vendors. Visitor identification and account insights can be limited by data availability and privacy constraints. This can increase total cost and implementation complexity for ABM-heavy programs.
Advanced journey analytics limitations
Customer journey mapping and analytics are available, but highly granular cross-channel journey analysis often requires additional instrumentation and data modeling. Teams with complex product-led or multi-touch journeys may find out-of-the-box journey views less flexible than specialized analytics stacks. Data normalization across CRM, web, and email can require careful configuration. As a result, some organizations export data for deeper analysis.
Implementation and admin overhead
To get reliable scoring, attribution, and automation, Act-On requires ongoing governance of fields, tracking, and integrations. CRM sync configuration, consent management, and deliverability practices add operational work that smaller teams may underestimate. Complex nurture programs can become difficult to maintain without clear documentation and naming standards. Organizations may need dedicated marketing operations support to sustain the system.
Plan & Pricing
| Plan | Price | Key features & notes |
|---|---|---|
| Professional | $900 per month (estimated, for 2,500 Active Contacts) | Complete marketing automation platform; world-class marketing automation, multichannel campaigns, landing pages/forms, AI Predictive Lead Score & AI Audience Insights, standard email support. Pricing uses Act-On's "Active Contacts" model (pay for contacts you email). Anticipated pricing starts at the figure shown; actual pricing may vary based on add-ons, configuration, and implementation. |
| Enterprise | Custom pricing | Everything in Professional plus enhanced scale and scope: CRM integrations (Salesforce, SugarCRM, NetSuite, Dynamics), Data Studio for reporting/BI integration, Account-Based Marketing (ABM) capabilities, recommended premium support; contact sales for quote. |
Notes:
- Pricing model: Active Contacts (monthly active contacts you email). Act-On emphasizes "Pay only for the contacts you actually email" and claims Active Contacts pricing can save 30-50% versus charging for entire database.
- Add-ons available (per Act-On pricing page): Data Studio (advanced reporting), Account-Based Marketing, Automated SMS marketing, Transactional Email, InSite AI Web Agent, AI-Powered Advanced Analytics, and others. Many are listed as "add on" and may affect final price.
- The pricing page displays an estimated Professional price ($900/mo) for an example of 2,500 contacts and notes the calculator provides an estimate; customers must contact sales for a specific quote.
Seller details
Act-On Software, Inc.
Portland, Oregon, USA
2008
Private
https://act-on.com/
https://x.com/ActOnSoftware
https://www.linkedin.com/company/act-on-software/
