About Act-On
Act-On is a Marketing Automation tool most teams land on when they outgrow the free alternatives. It wins on two counts: lead scoring is powerful out of the box; and strong customer support reputation. Where you'll spend your time: Automated programs and Lead scoring. No free tier — paid plans start from $900/mo. A reasonable mid-market pick for B2B marketers on CRMs outside Salesforce. Reviewers keep pointing to the same thing: works with non-Salesforce CRMs.
Available on
Integrates with
Who it's for
A quick filter before you spend time on Act-On — read both sides before committing.
Use it if…
- Mid-market B2B marketing teams
- Companies on SugarCRM or Dynamics
- Teams needing deep lead scoring
Skip it if…
- SMBs (too expensive)
- Companies on HubSpot already
- Pure e-commerce
Pros and cons
Pros
- Lead scoring is powerful out of the box
- Strong customer support reputation
- Works with non-Salesforce CRMs
- Hits the core marketing automation workflow without forcing a hunt for second tools
- Pricing lands in the right band for its target buyer
Cons
- Starts at $900/mo
- UI feels like 2015
- Smaller user community than HubSpot
- Not the cheapest option in the category — the free alternatives cover basics
- Advanced features sit behind higher-tier plans most small teams won't need
Features
The capabilities you actually get when you sign up for Act-On.
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01
Automated programs
Multi-step nurture automation
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02
Lead scoring
Multi-dimensional scoring on behavior + attributes
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03
Account-based marketing
ABM lists and campaigns
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04
Core workspace
The main editor or dashboard where day-to-day marketing automation work happens
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05
Integrations hub
Connects to the tools your stack already uses so data doesn't live in silos
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06
Reporting and dashboards
Built-in reports and exportable dashboards for stakeholder reviews
Pricing
No free plan — here's what you get at each paid tier.
Professional
$900 /mo
- 2.5K active contacts
- Full automation suite
Frequently asked questions
What people usually want to know before signing up for Act-On.
Does Act-On replace a CRM?
No — it integrates with Salesforce, Dynamics, SugarCRM.
Is Act-On good for ABM?
Yes — ABM lists and account-based campaigns are solid.
Do I need a CRM to use this?
A standalone CRM isn't required — most marketing automation tools include a lightweight contact layer. For B2B sales, pair with HubSpot CRM or Salesforce.
How long is a realistic implementation?
Two to six weeks to replace a legacy ESP + partial CRM. Shorter if you're migrating like-for-like, longer if you're bolting on scoring and attribution.
Can I run both marketing and transactional email from here?
Marketing yes, transactional usually no — route transactional through a dedicated provider so your deliverability stays clean.
Bottom line
Should you use Act-On?
A reasonable mid-market pick for B2B marketers on CRMs outside Salesforce. HubSpot is still friendlier to onboard.