Act-On Software

Act-On is an adaptive marketing platform designed to drive personal and purposeful multi-channel marketing — with a focus on inbound and outbound marketing, tighter sales alignment, and turning data into actionable insights.

What is Act-On Software?

Act-On is an adaptive marketing platform built to drive personal and purposeful multi-channel marketing, with a focus on inbound and outbound marketing, tighter sales alignment, and turning data into actionable insights. Its core strengths are audience segmentation, the intuitive WYSIWYG email builder, and automated journey building — reviewers consistently praise the ease of learning and use, and the customer support is described as excellent and hands-on. The Salesforce integration is a standout: teams can build elaborate campaigns with specific lead lists and add qualifying data back to customer accounts. On TrustRadius, Act-On scores 8.6 out of 10 across 418 reviews; top-performing features are list management (8.7), triggered drip sequences (8.6), and lead nurturing automation (8.5). The reviewer base is marketing-heavy (75.3%), with strong small-business representation (55%). Strengths are segmentation, ease of use, support, and Salesforce integration; weaknesses are email composer flexibility, Zapier integration gaps, and mixed feedback on reporting clarity — especially the 'true open' rate controversy, which has disappointed some reviewers. Pricing is custom-quote-only. For B2B teams that want a dependable marketing automation platform with strong segmentation and Salesforce integration, Act-On is a strong candidate; for teams wanting broader marketing + CRM in one place, HubSpot; for enterprise-grade automation, Salesforce Marketing Cloud; for accessible email marketing, Mailchimp; for creator-focused email, ConvertKit.

Key Features

• *Automated Journey Builder** — Personalize customer interactions from awareness to loyalty
• *Email Composer** — Drag-and-drop WYSIWYG builder optimized for desktop and mobile
• *List Management** — Create, filter, edit, merge, and de-dupe contact lists
• *Triggered Drip Sequences** — Automatic email campaigns triggered by events
• *Lead Nurturing Automation** — Targeted drip campaigns based on time intervals or prospect behavior
• *Analytics Dashboard** — Compare performance over time, filter by segment, and export reports
• *Salesforce Integration** — Build campaigns with specific lead lists and add qualifying data back to accounts
• *Landing Pages & Forms** — Build landing pages and forms for campaign capture

Who is it for?

• B2B marketing teams that want a dependable marketing automation platform with strong segmentation
• Teams that want a smooth Salesforce integration for lead lists and qualifying data
• Organizations that value excellent, hands-on customer support
• Small to mid-sized businesses that want a marketing platform without enterprise complexity
• Teams that want automated journey building and drip sequences for lead nurturing

Who is it NOT for?

• Teams that need a full marketing + CRM platform in one place — HubSpot is the broader option
• Teams that rely heavily on trust in open-rate data — test the 'true open' rate carefully before committing
• Teams that need broad third-party integrations out of the box — Zapier gaps are a real limitation
• Enterprise teams that need deep, large-scale marketing automation — Salesforce Marketing Cloud is the heavier option
• Creators and bloggers — ConvertKit is the better fit for that audience