Act-On

Act-On Software is a marketing automation vendor focused on giving B2B marketers enterprise-grade capability without the heavy complexity of traditional marketing clouds. Delivered as a cloud-based SaaS platform, Act-On brings together email marketing, landing pages and forms, lead scoring and nurturing, SMS, social publishing, account-based marketing, and analytics in a single environment designed for modern digital campaigns.

Founded in 2008 and headquartered in Portland, Oregon, Act-On initially grew as a lower-cost, service-oriented alternative to first-generation MAPs. Over time the company expanded from SMB-focused offerings to support sophisticated mid-market and enterprise B2B teams, adding features such as Data Studio for BI exports, advanced analytics, AI-powered scoring and insights, and deep integrations with leading CRM systems and webinar tools.

Act-On’s go-to-market positioning centers on ease of use, fast time-to-value, and an “Active Contacts” pricing model in which customers pay only for contacts they actively engage each month rather than their entire database. This makes the platform attractive to organizations that want to scale sophisticated lifecycle programs while keeping licensing predictable and aligned to actual usage.

In the marketing automation landscape, Act-On is typically evaluated alongside HubSpot, Marketo, and Salesforce’s Account Engagement (Pardot), but it differentiates by emphasizing usability, open data integrations, and human-centric support. The platform is especially strong for B2B demand generation, customer lifecycle marketing, and revenue-focused teams that need powerful automation and analytics while still enabling non-technical marketers to build and optimize campaigns.