Act-On review
Broad lifecycle automation for large B2B teams, but the $900 monthly entry price limits value.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Act-On is a marketing automation platform for midsize and enterprise marketing teams managing acquisition, nurturing, sales alignment, onboarding and retention. Its feature set covers automated customer journeys, email and multichannel campaigns, lead and customer scoring, dynamic forms, landing pages, behavioral and demographic segmentation, and campaign analytics. The platform supports lifecycle engagement across email, web, SMS, social media, events and direct mail, making it suited to organizations coordinating multiple stages of the customer relationship rather than running only basic email sequences.
Pricing is a major consideration. The Professional plan costs $900 per month at the 2,500 active-contacts-per-month calculator setting and includes marketing automation programs, multichannel marketing, lifecycle engagement, visitor tracking, scoring, forms and landing pages. The pricing page states that actual pricing may vary based on add-ons, configuration and implementation. Enterprise pricing is custom and adds advanced automations, CRM integration, Data Studio, account-based marketing and automated SMS marketing. With no free plan, Act-On is oriented toward teams with a substantial automation budget and a clear need for its broader capabilities.
Its ecosystem includes Salesforce, Microsoft Dynamics 365, SugarCRM, Oracle NetSuite, Zendesk Sell, Zoom, GoToWebinar, Webex, Zapier and Cazoomi. AI features include predictive lead scoring and content tools, while reporting dashboards support campaign analysis. Choose Act-On when journey orchestration, scoring, segmentation and CRM-connected lifecycle programs justify the cost. Smaller teams, price-sensitive buyers and organizations needing only straightforward email automation should look for a lower-cost alternative.
Act-On pros and cons
- Where it wins
- Automates customer journeys across email, web, SMS, events and direct mail
- Combines scoring, segmentation, forms, landing pages and campaign reporting
- Connects with Salesforce, Microsoft Dynamics 365, Zapier and other business tools
- Where it doesn't
- Professional starts at $900 per month with a 2,500 active-contact setting
- There is no free plan for smaller teams to start with
- Enterprise pricing is custom and may require add-ons or implementation
Act-On fact sheet, pricing and score →
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