Software: Act-On

Category: Marketing Automation & Lead Management Platform

Primary Use: Email marketing, lead nurturing, automation workflows, and marketing analytics

Developer: Act-On Software, Inc.

Starting Price: Custom pricing (typically mid-market; quote-based)

Free Trial/Plan: Demo available

Platform: Web-based (cloud)

Official Website: act-on.com

Act-On is a cloud-based marketing automation platform designed to help businesses manage email marketing, automate customer journeys, and track lead engagement. The platform is positioned primarily for mid-sized businesses and B2B marketing teams.

What Is Act-On?

Act-On is a SaaS marketing automation solution founded in 2008. It provides tools for email campaigns, lead nurturing, segmentation, and performance reporting.

The platform enables marketers to automate customer interactions based on behavior, engagement, and lifecycle stages. It integrates with CRM systems to align marketing and sales processes.

Act-On operates entirely in the cloud and does not require local installation.

Who Uses Act-On?

Act-On is commonly used by B2B companies, mid-sized businesses, professional services firms, SaaS providers, and marketing teams seeking automation without enterprise-level complexity.

Marketing teams use Act-On to build email campaigns and automation workflows. Sales teams use integrated CRM data to track lead engagement. Agencies may use it to manage campaigns for clients.

Core Features

Act-On provides email marketing tools that allow users to design, schedule, and automate email campaigns.

Marketing automation workflows enable businesses to create drip campaigns, nurture sequences, and behavior-based triggers.

Lead scoring tools assign values to contacts based on engagement and demographic data.

Segmentation features allow marketers to build dynamic audience lists based on behavioral and firmographic criteria.

Landing page builders support campaign-specific page creation without extensive coding.

CRM integration tools synchronize contact data and activity tracking with sales systems.

Analytics dashboards provide performance metrics such as open rates, click-through rates, lead conversion, and campaign ROI.

Web visitor tracking monitors anonymous and known visitor activity on websites.

Integrations and Compatibility

Act-On integrates with CRM platforms such as Salesforce and Microsoft Dynamics.

The platform supports integration with webinar tools, social media platforms, and analytics systems.

API access is available for custom integrations and workflow automation.

Act-On is accessible via modern web browsers and operates as a cloud-based SaaS solution.

Pricing Structure

Act-On offers custom pricing based on contact database size, feature requirements, and contract scope. Pricing is typically quote-based and not publicly listed.

Plans may include email marketing, automation workflows, CRM integration, and analytics modules.

Billing terms are structured through subscription agreements.

Advantages and Limitations

Act-On provides structured marketing automation and lead management tools suited for mid-sized B2B businesses. CRM integration supports alignment between marketing and sales teams.

However, pricing details are not publicly listed. Advanced enterprise features may be more limited compared to large-scale marketing automation platforms. Feature access depends on subscription tier.

Alternatives to Act-On

Several platforms provide similar marketing automation functionality. HubSpot Marketing Hub offers integrated marketing and CRM tools. Marketo Engage supports enterprise lead management. Pardot (Salesforce Marketing Cloud Account Engagement) focuses on B2B automation. ActiveCampaign provides automation tools for small to mid-sized businesses.

Each alternative differs in pricing structure, CRM integration depth, and enterprise scalability.

Frequently Asked Questions

What does Act-On do?

Act-On is a marketing automation platform that supports email campaigns, lead nurturing, segmentation, and analytics.

Is Act-On cloud-based?

Yes. Act-On operates as a web-based SaaS platform.

Does Act-On integrate with CRM systems?

Yes. CRM integration is supported.

Is pricing publicly available?

No. Pricing is typically quote-based.

Who typically uses Act-On?

Mid-sized B2B companies and marketing teams commonly use the platform.

Key Takeaways

Act-On is a cloud-based marketing automation and lead management platform designed for mid-sized B2B organizations. It includes email marketing, automation workflows, segmentation, CRM integration, and analytics dashboards. Pricing is custom and structured based on contact database size and feature access.