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Marketing Automation Software · Rank #6 of 10

Act-On review and pricing

Mid-market B2B with strong onboarding and CS.

By Act-On Software, Inc. · Founded 2008 · Portland, OR · pe backed

Act-On is the mid-market B2B marketing automation alternative to Marketo and Pardot. Deep customer success heritage with strong onboarding and dedicated CSM model. Best-fit narrowed to mid-market B2B (50-500 employees) seeking onboarding/CS quality over feature depth. Trade-offs: smaller ecosystem, brand recognition limited compared to Marketo/HubSpot.

Visit Act-On Compare to ActiveCampaign
Best for

Mid-market B2B (50-500 employees) prioritizing onboarding quality and dedicated customer success over feature depth.

Worst for

Enterprise B2B (Marketo wins), SMB (HubSpot or ActiveCampaign cheaper), or ecosystems needing largest integration breadth.

Vendor Trust Score

Is Act-On a trustworthy vendor?

7.3/10
Mixed
Pricing transparency
Published rates; no hidden fees
6.5
Contract fairness
Reasonable terms; no auto-renew traps
7.5
Incident response
How they handle outages and breaches
8.0
Post-acquisition behavior
Customer treatment after M&A or PE
7.0
Executive stability
Leadership churn over 24 months
7.5
Roadmap honesty
Public commitments held
7.5
Trust signal log
  • 2025-02-22
    Vista Equity Partners completed buyout, taking Act-On private
Vendor Trust is scored independently of product quality. A great product from an unfair vendor still earns a low trust score.
Review Intelligence

What 740 reviews actually say

Synthesized from G2, Capterra, Reddit, Trustpilot. Patterns >15% prevalence shown.

Last synthesized
2026-04-29

Praise patterns

  • Strong customer success heritage
    81% →
  • Dedicated CSM included
    71% →
  • Solid B2B mid-market fit
    64% →

Complaint patterns

  • Smaller ecosystem than Marketo
    51% →
  • Brand recognition limited
    41% →
  • AI features less mature
    38% →
Sentiment trend (6 months)
82/100 +2 pts
11
12
01
02
03
04
Patterns are extracted from review corpus and human-verified. We surface trends, not anecdotes.
Verified Pricing

What buyers actually pay

78 anonymized deal disclosures · last updated 2026-04-30

Contribute your deal price
Company size Median annual
50-500 employees $18,000
Verified pricing is crowdsourced from buyers under anonymity guarantees. Vendor-listed prices are validated against actual deals quarterly.
Compliance & Security

Auto-verified certifications

Verified 2026-04-15
SOC 2 Type II
ISO 27001
HIPAA
GDPR
CCPA
PCI DSS
FedRAMP

Editorial: Strengths

  • Strong customer success heritage
  • Dedicated CSM included on most tiers
  • Solid B2B mid-market fit
  • Predictable pricing
  • Account-based marketing

Editorial: Weaknesses

  • Smaller integration ecosystem than Marketo or HubSpot
  • Brand recognition limited
  • AI features less mature
  • Customer support quality varies
  • Best-fit ceiling around 1,000 employees

Key features & integrations

  • +B2B marketing automation
  • +Account-based marketing
  • +Email and landing pages
  • +Lead scoring and nurturing
  • +Webinar tools
  • +Customer journey builder
  • +Salesforce/Microsoft Dynamics integration
  • +Mobile apps
200+ integrations
SalesforceMicrosoft DynamicsNetSuiteSlack
Geography supported
Global; strong in North America
Best fit
50–500 employees · Mid-market B2B
Vendor trust

Act-On trust score

6-dimension scorecard, dated, separate from product quality.
Worst for

Who shouldn’t buy Act-On

Editorial verdict on the buyers it’s the wrong fit for.
Alternatives

Act-On alternatives, ranked

9 independent picks from the same category.
Editorial deep-dive

Read our full ranking of Marketing Automation Software

Act-On ranks #6 in our editorial review of 10 marketing automation software platforms. The deep-dive covers methodology, comparison tables, decision matrix, migration scoring, and FAQs.

Read the full ranking

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