Act-On Software

Name: Act-On Software
Brand: Act-On Software
Rating: 4.1 (1877 reviews)

The smartest, easiest to use marketing automation platform

Est 2008|Valuation $53.2M|Raised $103.5M|73 Ref Customers

LinkedIn 19K|Web traffic 52K|FTEs 224|HQ Portland, Oregon, US

MarketsWeb Forms & Lead Capture Marketing Automation Platforms Email Marketing

01Competitive Landscape

Narrative analysis

Act-On competes on packaging and MAP-focused functionality. Relative comparisons: Act-On vs HubSpot: - HubSpot generally scores higher on UI modernity and breadth of adjacent platform tooling (CRM, CMS, service). - Act-On differentiates on packaging (pricing based on mailed contacts) and being a MAP-focused offering rather than a full suite. Act-On vs Marketo Engage: - Marketo targets enterprise-scale orchestration and advanced reporting/attribution; buyers prioritizing enterprise governance and ABM capabilities may prefer Marketo. - Organizations seeking simpler deployment and MAP-focused feature sets may consider Act-On, but they should validate reporting and stability aspects. Act-On vs Salesforce Account Engagement (Pardot): - Pardot is typically preferred for organizations that require tight, native alignment with Salesforce workflows and data. - Act-On positions itself as an alternative to Pardot with a focus on integrations and support; this positioning should be validated through reference checks and trials.

Adoption and market visibility (indicative)

PeerSpot and other market pages provide mindshare indicators for the marketing automation category; mindshare measures engagement and visibility rather than definitive market share. Use such metrics with caution.

	Act-On	HubSpot Marketing Hub	Salesforce Account Engagement (Pardot)
Starting Price	hundreds/month (Professional)	hundreds/month (Professional)	low thousands/month (Growth)
Best For	Mid-market B2B teams wanting a dedicated MAP, particularly where pricing by emailed contacts is preferred	Teams seeking an integrated growth platform (CRM + marketing suite) with modern UI and a broad ecosystem	Salesforce-centric B2B organizations requiring native alignment with Salesforce
Key Strength	Classic MAP functionality and pricing tied to emailed contacts; multiple reviewers cite positive support experiences	Modern UI, broad ecosystem/integrations, strong inbound tooling
Key Weakness	Interface perceived as dated; learning curve; builder/reporting complaints; reported limit/overage risk in some reviews	Costs can increase with contacts and additional services	Strong Salesforce dependency; complexity and pricing can be high

01Competitive Landscape

Narrative analysis

Act-On competes on packaging and MAP-focused functionality. Relative comparisons:

Act-On vs HubSpot:

HubSpot generally scores higher on UI modernity and breadth of adjacent platform tooling (CRM, CMS, service).
Act-On differentiates on packaging (pricing based on mailed contacts) and being a MAP-focused offering rather than a full suite.

Act-On vs Marketo Engage:

Marketo targets enterprise-scale orchestration and advanced reporting/attribution; buyers prioritizing enterprise governance and ABM capabilities may prefer Marketo.
Organizations seeking simpler deployment and MAP-focused feature sets may consider Act-On, but they should validate reporting and stability aspects.

Act-On vs Salesforce Account Engagement (Pardot):

Pardot is typically preferred for organizations that require tight, native alignment with Salesforce workflows and data.
Act-On positions itself as an alternative to Pardot with a focus on integrations and support; this positioning should be validated through reference checks and trials.

Adoption and market visibility (indicative)

	Act-On	HubSpot Marketing Hub	Salesforce Account Engagement (Pardot)
Starting Price	hundreds/month (Professional)	hundreds/month (Professional)	low thousands/month (Growth)
Best For	Mid-market B2B teams wanting a dedicated MAP, particularly where pricing by emailed contacts is preferred	Teams seeking an integrated growth platform (CRM + marketing suite) with modern UI and a broad ecosystem	Salesforce-centric B2B organizations requiring native alignment with Salesforce
Key Strength	Classic MAP functionality and pricing tied to emailed contacts; multiple reviewers cite positive support experiences	Modern UI, broad ecosystem/integrations, strong inbound tooling
Key Weakness	Interface perceived as dated; learning curve; builder/reporting complaints; reported limit/overage risk in some reviews	Costs can increase with contacts and additional services	Strong Salesforce dependency; complexity and pricing can be high