Act-On review

Act-On is a dedicated B2B marketing automation platform with an unusual pricing model. Instead of charging for every contact in the database, it charges for Active Contacts, the contacts you engage in a given month, and keeps the engagement history of inactive contacts so you do not have to purge them. Professional starts at $900 a month for 2,500 active contacts and includes automated engagement programs, website and landing page visitor tracking, scoring for visitors, prospects and customers, behavioral and demographic lists, landing pages and forms, an open API and AI predictive lead scoring. Enterprise adds CRM integration with Salesforce, SugarCRM, NetSuite and Dynamics, Data Studio for BI reporting, account-based marketing and twice the user accounts. On Professional, several of those are paid add-ons. An annual contract is required. Act-On suits B2B teams with a big database and a smaller active audience, but its entry price is high for small companies.

Who it is for

Midsize B2B teams with large databases that email only part of their list each month.

Price

Professional from $900 per month for 2,500 active contacts; annual contract required.

A platform for the energetic marketer $ USD £ GPB $900 per month
Quoted from the vendor pricing page on November 5, 2026.

Key features

• Automated engagement programs
• Scoring for visitors, prospects and customers, plus AI predictive lead score
• Website and landing page visitor tracking
• Landing pages, forms and dozens of templates
• Account-based marketing and Data Studio on Enterprise

Strengths and weaknesses

• Strength: Active Contact pricing charges only for contacts you email
• Strength: Inactive contacts keep their engagement history
• Strength: Open API plus Zapier and Cazoomi connections
• Weakness: Starts at $900 a month, the highest entry price here after Salesforce
• Weakness: An annual contract is required
• Weakness: CRM integration, account-based marketing and Data Studio are add-ons on Professional

Key facts

• Pricing model: Active Contacts, the contacts you engage each month
• Contract: Annual
• Enterprise CRM integrations: Salesforce, SugarCRM, NetSuite, Dynamics and more

Where it ranks

Act-On is No. 9 in our Best Marketing Automation Software verdict.