Act-On

Mid-tier marketing automation provider focused on SMB and mid-market B2B companies

Act-On Software is a marketing automation platform that provides integrated tools for email marketing, lead nurturing, social media management, and analytics. Founded in 2008, the company positioned itself as a more accessible alternative to enterprise-focused marketing automation platforms, targeting small to mid-sized businesses and marketing agencies with an emphasis on ease of use and rapid deployment. The platform offers capabilities including automated email campaigns, landing page creation, lead scoring and segmentation, CRM integration, and reporting dashboards. Act-On differentiated itself through its adaptive marketing approach and focus on delivering enterprise-grade functionality at a price point accessible to smaller organizations. The company built a significant customer base among B2B marketers seeking to automate their demand generation efforts. In 2018, Act-On was acquired by Cisco Systems as part of their marketing technology portfolio, and subsequently in 2021, the company was acquired by Luminate Capital Partners, a private equity firm. Act-On continues to operate as a distinct brand under this ownership, serving thousands of customers globally with its marketing automation solutions while competing in the crowded MarTech landscape alongside platforms like HubSpot, Marketo, and Pardot.