Marketing & SEO / Marketing Automation Software

Act-On Review, Pricing, Pros & Cons

Act-On is a marketing automation platform for automated engagement programs, lead scoring, segmentation, multichannel campaigns, web tracking, CRM integration, and lifecycle marketing.

Research by Global Tool Radar Research SystemEvidence checked: Oct 7, 2026AI-assisted · No Global Tool Radar hands-on testView research methodology

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Buying snapshot

Quick buying snapshot

A compact view of who this tool fits, what it costs, and what to confirm before choosing it.

Best for

A midsize or enterprise marketing team needs lifecycle automation across multiple channels: Act-On directly positions the platform for midsize and enterprise organizations and supports email, web, SMS, social, events and direct-mail workflows.
The team needs lead nurturing, segmentation, scoring and campaign automation in one platform: These are core current Professional and Enterprise capabilities in the exact-product comparison.

More buying conditions

The organization relies on Salesforce or another supported CRM: Act-On provides first-party CRM integration and current Enterprise pricing includes CRM Integration; Professional can add it.
The team runs account-based marketing: Act-On supports target-account views, account-based scoring and ABM campaigns; Enterprise includes ABM and Professional can add it.
Webinars and events are part of demand generation: Act-On currently integrates with Zoom, GoToWebinar and Webex and can synchronize registration and attendance data into marketing workflows.
Financial-services or healthcare marketers need privacy-conscious automation: Act-On maintains current industry solutions for both sectors and documents GDPR, CCPA and HIPAA-oriented controls.

Not for

The buyer requires month-to-month purchasing with no annual commitment: Act-On's current pricing FAQ explicitly requires a year-long investment or longer.

Pricing

Act-On prices the platform according to Active Contacts, defined as contacts emailed in a given month rather than the full stored database. The current US calculator state observed at 2,500 active contacts/month shows Professional starting at USD 900/month. Enterprise requires a sales quote. Act-On says displayed calculator figures are anticipated starting prices and actual price can vary with add-ons, configuration, implementation, and contact needs.
Professional · $900 USD · per subscription · per month · Professional US 2,500-active-contact starting-price state · starting at · one-year commitment · Observed current US calculator state at 2,500 active contacts per month. Act-On states that displayed pricing is an anticipated starting figure and actual pricing varies with add-ons, configuration, implementation, and contact needs.

Free or trial access

No current full-platform time-limited free-trial term was verified on the reviewed exact-product homepage or pricing page. The current acquisition route prominently offers a demo; this bounded observation does not rule out other temporary programs.

Product scope

Product functionality and purchase scope

Act-On is a lifecycle marketing automation platform for audience segmentation, lead nurturing and scoring, automated engagement programs, multichannel campaigns, web tracking, CRM-connected marketing, account-based marketing, reporting, attribution and extensible integrations.

Product checked: Oct 4, 2026

Functionality reviewed

Act-On Professional
Act-On Enterprise
Core lifecycle marketing automation capabilities
Plan-dependent CRM integration, Data Studio and Account-Based Marketing
Optional SMS, transactional email, InSite AI Web Agent and AI-powered advanced analytics capabilities

Non-target functionality excluded from scoring

Time-limited product demos or evaluation access as pricing plans
Premium or Premium+ support packages as separate base editions
Professional services, implementation and consulting as plan prices
Third-party webinar, CRM, ABM or iPaaS products as Act-On editions
FINRA/SEC archiving where current evidence does not establish a native included Act-On archive capability

Pricing plans

Act-On pricing table

Pricing checked: Oct 4, 2026

Official factConfidence 99%2 linked sources

Professional has an observed USD 900/month starting state at 2,500 active contacts/month. Enterprise is quote-based. Both current editions are subject to Act-On's required annual contract. The pricing FAQ says actual price varies with selected add-ons, configuration and implementation. The current agreement states that, unless an order form says otherwise, subscriptions renew for successive 12-month terms with a 5% fee increase. Deterministic implementation, add-on and invoice-schedule amounts were not publicly established in the reviewed sources.

Official pricing page

Pricing cautions

The visible Professional amount is a calculator state, not a universal flat price: USD 900/month is bound to the currently displayed 2,500-active-contact state, and Act-On says actual price varies with add-ons, configuration, implementation and needs.
Enterprise has no public numeric price on the current pricing page: The Enterprise card uses a quote route, so the subscription amount must be confirmed with sales.
Act-On requires an annual contract: The pricing FAQ states that customers commit to a year-long investment or beyond, even though the visible Professional rate is denominated per month.
Default renewal terms can increase cost: Unless the order form says otherwise, the current clickwrap agreement provides successive 12-month renewals with a 5% fee increase.
Implementation and optional capabilities can add cost: Act-On says actual pricing varies with add-ons, configuration and implementation, and separate professional services are available.

PlanPriceKey differencesBest for

ProfessionalCurrent Act-On Professional edition

$900 USD · per subscription · per month · Professional US 2,500-active-contact starting-price state · starting at · one-year commitment · Observed current US calculator state at 2,500 active contacts per month. Act-On states that displayed pricing is an anticipated starting figure and actual pricing varies with add-ons, configuration, implementation, and contact needs.

Core marketing automation: Automated engagement, web visitor tracking, lead scoring, behavioral/demographic segmentation, targeted messaging, landing pages/forms, analytics, API and AI lead/audience features; Professional.
Standard support: Email-based standard support; Professional.
CRM integration: Available as an add-on; Professional.
Data Studio: Available as an add-on; Professional.
Account-Based Marketing: Available as an add-on; Professional.
Automated SMS: Available as an add-on; Professional.
Transactional email: Available as an add-on; Professional.
InSite AI Web Agent: Available as an add-on; Professional.
AI-powered advanced analytics: Available as an add-on; Professional.

Midsize marketing teams that need the complete core Act-On automation platform and can add CRM, ABM, Data Studio, SMS or other advanced capabilities as needed.

EnterpriseCurrent Act-On Enterprise edition

Requires quote · Enterprise US quote state · custom quote · one-year commitment · Current Enterprise edition sold through a sales quote. The pricing FAQ states that Act-On contracts require a year-long commitment or longer.

Core marketing automation: Everything in Professional plus included enterprise capabilities; Enterprise.
Standard support: Email-based standard support; Enterprise.
Premium support: Recommended optional upgrade; Enterprise.
CRM integration: Salesforce, SugarCRM, NetSuite and Dynamics listed; Enterprise.
Data Studio: Included; Enterprise.
Account-Based Marketing: Included; Enterprise.
Automated SMS: Available as an add-on; Enterprise.
Transactional email: Available as an add-on; Enterprise.
InSite AI Web Agent: Available as an add-on; Enterprise.
AI-powered advanced analytics: Available as an add-on; Enterprise.

Larger or more complex marketing organizations that want CRM integration, Data Studio and Account-Based Marketing included and need broader enterprise scale and reach.

Plan upgrade triggers

Verified plan boundaries that can change the required edition.

Professional Enterprise

Need CRM Integration, Data Studio and Account-Based Marketing included in the base edition rather than purchased as Professional add-ons, or need the broader Enterprise scale and reach.

Supporting pricing evidence

What is included, connected, or sold separately

Product scope

What is included, connected, or sold separately

Material capabilities are separated by their verified relationship to the target product.

AI-powered advanced analytics is an optional add-on for both current Act-On editionsAdd-on

The current comparison marks AI-Powered Advanced Analytics as an add-on in both editions.

Plan: Professional: Optional add-on · Enterprise: Optional add-onAct-On AI-Powered Advanced Analytics

Official source

Automated SMS is an optional add-on for both current Act-On editionsAdd-on

SMS campaign capabilities exist in Act-On, while the current pricing matrix marks Automated SMS as an add-on in both editions.

Plan: Professional: Optional add-on · Enterprise: Optional add-onAct-On Automated SMS

Official source

InSite AI Web Agent is an optional add-on for both current Act-On editionsAdd-on

The current comparison marks InSite AI Web Agent as an add-on in both editions.

Plan: Professional: Optional add-on · Enterprise: Optional add-onInSite AI Web Agent

Official source

Transactional email is an optional add-on for both current Act-On editionsAdd-on

The current comparison marks Transactional Email as an add-on in both editions.

Plan: Professional: Optional add-on · Enterprise: Optional add-onAct-On Transactional Email

Official source

Upgraded support packages are optional beyond the included standard supportAdd-on

Act-On offers upgraded support packages; Enterprise explicitly recommends Premium Support in the current pricing card.

Plan: Professional: Optional add-on · Enterprise: Optional add-onAct-On Premium Support

Official source

CRM Integration is a Professional add-on and included in EnterpriseNative integration

The pricing matrix establishes the plan boundary; first-party integration pages establish the native CRM connections.

Plan: Professional: Optional add-on · Enterprise: IncludedSalesforce, Microsoft Dynamics 365, SugarCRM, NetSuite and other supported CRMs

Official source

First-party integrations connect Act-On with webinar platforms including Zoom, GoToWebinar and WebexNative integration

Current integration pages establish webinar registration and attendance data flows; plan-specific commercial entitlement is not separately established.

Zoom, GoToWebinar and Webex

Official source

Account-Based Marketing is a Professional add-on and included in EnterprisePlan-dependent capability

Current pricing and exact-product ABM pages establish the plan boundary and verified ABM scope.

Plan: Professional: Optional add-on · Enterprise: Included

Official source

Data Studio is a Professional add-on and included in EnterprisePlan-dependent capability

Current plan comparison directly establishes this commercial boundary.

Plan: Professional: Optional add-on · Enterprise: Included

Official source

How the score is calculated

Scoring method

How the score is calculated

The score uses the category-specific buying dimensions below and their displayed weights.

This page is based on public product information, official sources, structured feature data, and AI assessment. It is not a hands-on lab test unless explicitly stated. Confidence percentages describe our research indicators, not the probability that a claim is true or a measured accuracy rate.

Evidence confidence: 85%
AI claim confidence: 99%
Required-field evidence status: 100%
Evidence freshness: 100%
Field traceability: 100%
Model agreement: 86%

Why this confidence level

Evidence confidence uses source level and claim-to-source support; AI claim confidence is shown separately.
Required-field evidence status measures whether weighted required claims have evidence links; it does not mean every product behavior was independently verified.
8 of 8 weighted claims have evidence links.
4 A1 documentary official sources and 9 A2 official product sources are linked.
11 independent review sources are retained, including 0 professional sources with an explicit hands-on method.
No weighted claim is past the review window.
No blocking evidence conflict was identified.

Campaign orchestration depth25%

Automated engagement programs and lifecycle campaigns support multistep marketing operations; buyers should align their required CRM and advanced capabilities with Professional add-ons or Enterprise inclusions.

Segmentation and personalization18%

Behavioral and demographic segmentation, targeted messaging, and AI audience features support audience-specific programs; fit depends on the buyer's contact data and chosen edition.

Lead lifecycle management15%

Lead scoring, nurturing, and account-based scoring support qualification and lifecycle work; CRM integration and ABM are Professional add-ons and included in Enterprise.

Revenue and campaign analytics14%

Analytics and dashboards support campaign monitoring, while Data Studio is an add-on in Professional and included in Enterprise; buyers should confirm the reporting and attribution views required for pipeline decisions.

Cross-channel activation12%

Email, SMS, web, social, events, and direct mail can be coordinated, with SMS available as an add-on and channel-specific workflows to validate before launch.

Data governance and sync10%

Named CRM connections and marketing-sales data flows support CRM-connected operations, but buyers should validate their required field mappings, synchronization behavior, and deduplication process.

Deliverability and compliance safeguards6%

Subscription and opt-out controls, GDPR and CCPA protections, and SMS consent handling support compliance-oriented campaigns; SMS is separately licensed and buyers should confirm applicable channel safeguards.

Public review signals

Ratings and themes reported by public review sites

Crozdesk: 4.14/5 (1,199 ratings); G2: 4.1/5 (1,071 reviews); Gartner Peer Insights: 4.1/5 (145 ratings); GetApp: 4.3/5 (258 reviews); GoodFirms: 5/5 (1 reviews); OMR Reviews: 3.8/5 (3 reviews); PeerSpot: 4.5/5 (7 reviews); Serchen: 4.8/5 (16 reviews); Software Advice: 4.3/5 (258 reviews); SoftwareReviews: 6.9/10 (31 reviews); TrustRadius: 8.9/10 (420 reviews and ratings)

Public review signals updated: Oct 7, 2026

Commonly reported strengths

TrustRadius and Serchen highlight CRM connectivity and Salesforce integration in their aggregate review summaries.
TrustRadius highlights audience segmentation; Serchen highlights usability, training and value for money.

Commonly reported concerns

TrustRadius's recent 11-review summary reports that five reviewers wanted a more flexible email composer.
TrustRadius's recent review summary describes requests for broader third-party integrations and clearer reporting.

Crozdesk4.14/5

Rating count: 1.2k ratings
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

G24.1/5

Review count: 1.1k reviews
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

Gartner Peer Insights4.1/5

Rating count: 145 ratings
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

GetApp4.3/5

Review count: 258 reviews
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

Serchen4.8/5

Review count: 16 reviews
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

Software Advice4.3/5

Review count: 258 reviews
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

SoftwareReviews6.9/10

Review count: 31 reviews
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

TrustRadius8.9/10

Reviews and ratings: 420 reviews and ratings
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

Limited review signals

These ratings are retained for transparency but are not presented as representative buyer sentiment.

GoodFirms5/5

Insufficient sample · 1 review

Review count: 1 review
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

OMR Reviews3.8/5

Insufficient sample · 3 reviews

Review count: 3 reviews
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

PeerSpot4.5/5

Insufficient sample · 7 reviews

Review count: 7 reviews
Source context: Public ratingExact product

History baseline established · Oct 7, 2026
A trend will appear after the next verified snapshot.

View source

Marketplace app signals

These source-reported ratings describe a specific marketplace listing, integration, mobile app, or add-on. They do not automatically represent the complete software product.

Chrome Web Store4.1/5

Rating count: 8 ratingsVery small sample — do not treat as representative
Evaluated scope: Add-on

View source

Salesforce AppExchange4.5/5

Review count: 4 reviewsVery small sample — do not treat as representative
Evaluated scope: Integration

View source

Score82

Pricing modelContact-based pricing

Use caseLead nurturing, Audience segmentation

Company sizeMid-market, Enterprise

Structured tags

Act-On tag profile

Pricing model

Contact-based pricing

Company size

Mid-market
Enterprise

Business function

Lifecycle marketing
Marketing operations
Demand generation

Use case

Lead nurturing
Audience segmentation
Account targeting and orchestration
Campaign attribution
Webinar lead generation
Customer data unification

Industry

Financial services
Healthcare

Integration ecosystem

Salesforce

Compliance requirement

GDPR and CCPA marketing privacy
Email and SMS consent

Key features

Act-On core capabilities

Lifecycle marketing automation and automated engagement programs.
Lead scoring, behavioral and demographic segmentation, and targeted messaging.
Email, SMS, web, social, event and direct-mail campaign orchestration.
Landing pages, forms, templates, web visitor tracking and reporting dashboards.
CRM integrations including Salesforce, Microsoft Dynamics, SugarCRM and NetSuite.
Account-Based Marketing with target-account views and account-based scoring.

Detailed strengths and purchase cautions

Pros

Why it is worth considering

Professional includes automated engagement, web visitor tracking, lead scoring, behavioral and demographic segmentation, targeted messaging, forms, landing pages, analytics, API access, and AI lead and audience features for teams building lifecycle programs.
Campaign orchestration covers email, SMS, web, social, events, and direct mail
webinar integrations with Zoom, GoToWebinar, and Webex can support event-related workflows.
Enterprise includes CRM integration, Data Studio, and Account-Based Marketing, while Professional offers those capabilities as add-ons, allowing buyers to compare package boundaries against their operating model.

Cons

What to confirm before buying

Professional's USD 900 monthly starting price applies to the displayed US calculator state of 2,500 active contacts per month, not every contact volume
Enterprise is quote-based and actual pricing can vary with configuration, add-ons, implementation, and contact needs.
Both editions require a year-long commitment or longer, and the default agreement renews for successive 12-month terms with a 5% fee increase unless the order form says otherwise.
CRM integration, Data Studio, and Account-Based Marketing are add-ons in Professional

AI buying perspectives

AI assessment

AI buying perspectives

The assessments below use the same buying criteria. Review their scores, confidence, fit, cautions, and conclusions alongside the sources.

AI assessment updated: Oct 31, 2026

Score comparisonGPTRange

Campaign orchestration depth870

Segmentation and personalization850

Lead lifecycle management830

Revenue and campaign analytics760

Cross-channel activation820

Data governance and sync720

Deliverability and compliance safeguards840

GPTAI-assisted buyer perspective81

Act-On fits midsize and enterprise marketing teams that need lifecycle automation, lead scoring, segmentation, and campaigns across several channels. Professional has a published US starting state of USD 900 per month at 2,500 active contacts, while Enterprise requires a quote; both require a year-long commitment or longer. Buyers should confirm the contact-based quote, edition entitlements, optional capabilities, renewal terms, and required CRM data flows before purchasing.

Review confidence: 86/100

Model details

Strengths: Professional includes automated engagement, web visitor tracking, lead scoring, behavioral and demographic segmentation, targeted messaging, forms, landing pages, analytics, API access, and AI lead and audience features for teams building lifecycle programs.
Campaign orchestration covers email, SMS, web, social, events, and direct mail
webinar integrations with Zoom, GoToWebinar, and Webex can support event-related workflows.
Enterprise includes CRM integration, Data Studio, and Account-Based Marketing, while Professional offers those capabilities as add-ons, allowing buyers to compare package boundaries against their operating model.
Cautions: Professional's USD 900 monthly starting price applies to the displayed US calculator state of 2,500 active contacts per month, not every contact volume
Enterprise is quote-based and actual pricing can vary with configuration, add-ons, implementation, and contact needs.
Both editions require a year-long commitment or longer, and the default agreement renews for successive 12-month terms with a 5% fee increase unless the order form says otherwise.
CRM integration, Data Studio, and Account-Based Marketing are add-ons in Professional

Research transparency

How this page was researched

A compact record of the evidence used, what was not tested, and which conclusions still need verification.

Official sources: 13
Broad product review sources: 11
Marketplace and app-store sources: 2
Editorial sources: 0
Latest evidence check: Oct 7, 2026

Research basis

Global Tool Radar generated this assessment from structured facts linked to public sources. No Global Tool Radar hands-on test is recorded in this page's research data. Any external hands-on assessment is identified separately and does not affect the Global Tool Radar score.

Conflict handling

Unresolved evidence is disclosed on the page; affected deterministic calculations and price schema are withheld when the conflict is blocking.

View research methodology

Verified findingsNo current full-platform time-limited free-trial term was verified on the reviewed exact-product homepage or pricing page. The current acquisition route prominently offers a demo; this bounded observation does not rule out other temporary programs.

Act-On prices the platform according to Active Contacts, defined as contacts emailed in a given month rather than the full stored database. The current US calculator state observed at 2,500 active contacts/month shows Professional starting at USD 900/month. Enterprise requires a sales quote. Act-On says displayed calculator figures are anticipated starting prices and actual price can vary with add-ons, configuration, implementation, and contact needs.
Lifecycle marketing automation and automated engagement programs. Lead scoring, behavioral and demographic segmentation, and targeted messaging. Email, SMS, web, social, event and direct-mail campaign orchestration. Landing pages, forms, templates, web visitor tracking and reporting dashboards. CRM integrations including Salesforce, Microsoft Dynamics, SugarCRM and NetSuite. Account-Based Marketing with target-account views and account-based scoring. Webinar integrations including Zoom, GoToWebinar and Webex. Open API, webhooks and iPaaS connections. AI Predictive Lead Score and AI Audience Insights. Optional automated SMS, transactional email, InSite AI Web Agent and AI-powered advanced analytics.
At the currently rendered US calculator state of 2,500 active contacts per month, Professional starts at USD 900 per month. This is a state-bound starting figure, not a universal flat rate for every contact volume.
Professional has an observed USD 900/month starting state at 2,500 active contacts/month. Enterprise is quote-based. Both current editions are subject to Act-On's required annual contract. The pricing FAQ says actual price varies with selected add-ons, configuration and implementation. The current agreement states that, unless an order form says otherwise, subscriptions renew for successive 12-month terms with a 5% fee increase. Deterministic implementation, add-on and invoice-schedule amounts were not publicly established in the reviewed sources.

Verification notes and unresolved itemsThe USD 900 Professional amount is tied to one current US calculator state and actual pricing varies

Enterprise requires a quote. The supplied facts do not specify invoice timing, implementation amounts, precise CRM synchronization reliability, deduplication, or complete revenue-attribution coverage. The agreement's default renewal terms may be changed by an order form.
The exact target is the current Act-On lifecycle marketing automation platform.
The current pricing page presents two exact-target editions: Professional and Enterprise.
Professional is a paid_plan because the current US calculator exposes a numeric amount.

Sources checked