Sales Loves Marketing
- Best for
- Mid-size B2B and financial services marketing teams that run nurture and lifecycle programmes on top of their own CRM
- Starting price
- $900 per month
- Free plan
- ✗ No
- Free trial
- ✗ No
Act-On is a marketing automation platform for the whole customer lifecycle, from first lead to repeat customer. It runs personalised email and multichannel programmes, scores leads and connects to your CRM. Pricing is based on the contacts you actually email each month and starts at $900 per month on an annual contract.
Who is Act-On for?
Act-On describes itself as marketing automation for businesses whose success depends on long-term customer relationships. That fits mid-size B2B companies and financial services firms, such as banks and credit unions, that nurture leads and customers over months or years. It suits teams that already have a CRM and want an engagement layer on top, rather than an all-in-one suite.
What are Act-On's main features?
Lifecycle automation
Act-On builds automated engagement programmes that send personalised messages based on behaviour and demographics. Its focus goes beyond new leads to existing customers, with programmes tied to buying intent, cross-sell triggers and churn signals.
Lead scoring and website tracking
Act-On tracks visitors on your website and landing pages and scores visitors, prospects and customers. An AI predictive lead score and AI audience insights are part of the Professional plan, so sales can see who is ready.
Email, landing pages and forms
Dozens of pre-built templates cover emails, landing pages and forms. You segment contacts into lists by behaviour and demographics and target each segment with its own message.
Multichannel marketing
Act-On reaches contacts by email, SMS, social, web and events. Automated SMS, transactional email and an InSite AI web agent are paid add-ons.
Analytics and integrations
Interactive dashboards come with every plan. Data Studio for advanced reporting and BI connections is included in Enterprise. An open API, Zapier and Cazoomi connect other systems, and native CRM integration covers Salesforce, SugarCRM, NetSuite, Microsoft Dynamics and more.
How much does Act-On cost?
Prices checked on 1 November 2026 on Act-On's pricing page, in US dollars:
| Plan | Price | What it adds |
|---|---|---|
| Professional | From $900 per month for 2,500 active contacts | Complete marketing automation, AI lead scoring |
| Enterprise | Custom | CRM integration, Data Studio, account-based marketing, more users |
Act-On's Active Contacts model charges for the contacts you engage in a month, not your whole database, and Act-On says this saves customers 30 to 50%. Contacts you are not emailing keep their engagement history. Customers sign an annual contract, and the final price depends on add-ons, configuration and implementation. There is no free trial or free plan.
What do users say about Act-On?
Act-On is rated 4.1 out of 5 on G2 from more than 1,000 reviews at the time of checking. G2's review summary says users most often praise ease of use, the email builder for creating many customised emails, and responsive customer support.
The most common complaints on G2 are missing features, especially in analytics and CRM integration, an interface some find not intuitive during setup, issues with the email editor and scheduling, and a learning curve.
When should you choose an alternative?
- You want marketing automation built into the same platform as your CRM. Compare HubSpot.
- You are an enterprise B2B team running account-based programmes at scale. Look at Adobe Marketo Engage.
- You need email automation on a smaller budget. See ActiveCampaign or Mautic, which you can host yourself.
Browse more marketing automation tools.
Key features
- Active Contacts pricing. You pay for the contacts you email in a month, not your whole database, and inactive contacts keep their history.
- Automated engagement programmes. Journeys that send personalised emails and messages based on behaviour and demographics across the customer lifecycle.
- Lead scoring and website tracking. Tracks website and landing page visitors and scores visitors, prospects and customers, including an AI predictive lead score.
- Landing pages, forms and templates. Dozens of pre-built templates for landing pages, forms and emails.
- Multichannel marketing. Email, SMS, social, web and events, with automated SMS available as an add-on.
- Open integrations. Open API, Zapier and Cazoomi, plus native CRM integrations on Enterprise or as an add-on.
Act-On pricing
| Plan | Price | Notes |
|---|---|---|
| Professional | From $900 per month for 2,500 active contacts, annual contract | Full marketing automation, lead scoring, segmentation, landing pages and forms, AI predictive lead score and audience insights. CRM integration, ABM and SMS are add-ons. |
| Enterprise | Custom | Adds CRM integration with Salesforce, SugarCRM, NetSuite, Dynamics and more, Data Studio reporting, account-based marketing and twice the user accounts. |
Act-On FAQ
How much does Act-On cost?
On 1 November 2026 Act-On's pricing calculator started the Professional plan at $900 per month for 2,500 active contacts. Enterprise is priced on request. Act-On says actual prices vary with add-ons, configuration and implementation.
What are Active Contacts?
Active Contacts are the contacts you engage in a given month. Act-On bills on that number instead of the total size of your marketing database.
Does Act-On require an annual contract?
Yes. Act-On's pricing FAQ says customers sign an annual contract.
Is Act-On a CRM?
No. Act-On is marketing automation software that connects to your CRM, such as Salesforce, Microsoft Dynamics, SugarCRM or NetSuite, as an engagement layer.