Act-On
Marketing automation platform for B2B teams: email, landing pages and forms, lead scoring and nurture programmes, with CRM synchronisation.
Ownership
- A sale to Banzai International was called off (announced Jan 2025) · source
Banzai International signed a definitive merger agreement for Act-On Software (dated 22 January, announced 23 January 2025, worth $53.2M); the deal never closed, and Act-On sent a termination notice on 6 June 2025, citing market conditions.
Closest Act-On alternatives
Ranked by reviewed relationship first, then by the capabilities they share with Act-On.
HubSpot's separately priced marketing automation hub: email, journeys, forms and campaign orchestration on the HubSpot…
Customer engagement platform combining CDP, marketing automation, and AI-driven campaigns for mid-market B2C businesses.
Sprinklr is an enterprise customer engagement platform for managing social marketing, digital customer service…
Act-On Pros & Cons
Key strengths and limitations to consider, drafted by an AI model from public sources
Strengths
- Prices primarily on monthly active contacts, not total database size
- Bidirectional integrations with major CRM platforms
- Supports both prospect and customer lifecycle programs
- Includes website tracking, forms, scoring, and journey automation
- Provides REST API, webhooks, Zapier, and FTP integration options
Limitations
- Annual contracts are required
- Core pricing starts at a relatively high monthly commitment
- Several channels and analytics features are paid add-ons
- Native ecosystem is smaller than HubSpot or Salesforce
- Advanced implementations may require professional services
Ideal For
Who benefits most from Act-On, drafted by an AI model from public sources
Quick Analysis
Act-On competes in the B2B marketing automation and customer engagement platform market. Its core product combines email automation, lead and account nurturing, website and form tracking, journey orchestration, segmentation, scoring, CRM synchronization, and reporting rather than serving as a full CRM or customer data platform. Its positioning extends beyond classic lead-generation automation toward post-sale lifecycle engagement.
Its strengths are broad lifecycle coverage, bidirectional CRM integrations, active-contact pricing, and support for distributed marketing organizations. It is a more open and CRM-neutral option than HubSpot, less enterprise-heavy than Adobe Marketo Engage and Oracle Eloqua, and more lifecycle-oriented than Salesforce Account Engagement. Compared with Braze and Iterable, Act-On is generally better suited to B2B revenue teams and CRM-led programs than to high-volume, developer-centric consumer messaging.
Buyers should evaluate Act-On when they need sophisticated automation without replacing an existing CRM, especially in B2B, professional services, healthcare, manufacturing, and distributed marketing environments. Validate CRM field mapping, data synchronization latency, SMS and transactional-email add-on costs, deliverability requirements, reporting depth, implementation support, and whether the active-contact pricing model is favorable for a large but infrequently engaged database.
B2B demand generation teams nurturing leads from forms and website activity into CRM opportunities
Manufacturers running distributor, partner, and customer lifecycle campaigns from one platform
Healthcare organizations executing permissioned engagement programs with CRM-connected segmentation
Multi-location organizations managing localized campaigns through distributed marketing instances
Professional services firms combining event follow-up, lead scoring, and account-based nurture programs
Capabilities
Core Capabilities
Also Supports
Pricing
Reliability (from Act-On’s status page)
Not enough status history yet (3 of 180 days observed).
Based on Act-On’s own status page, last 180 days · coverage 2% · as of 17 Oct 2026. Self-reported by the vendor, not measured uptime. How this is worked out
Does something in your stack already do what Act-On does?
The Instant Stack Audit reads your tools against a capability map and shows where two of them are being paid for to do one job.
Takes about two minutes. Your overlaps and a savings estimate are free — no sign-up. An email address unlocks the costed roadmap.
Add Act-On to Your Stack
Use our visual stack builder to see how Act-On fits with your other tools. Plan data flows, identify gaps, and share with your team.