Act-On

A well-established mid-market marketing automation platform competing against HubSpot, Marketo, and Pardot with a focus on ease of use and active-contact-based pricing

Act-On Software is a cloud-based marketing automation platform that provides mid-market and SMB companies with a comprehensive suite of tools to attract, engage, and retain customers. The platform encompasses email marketing, lead scoring, landing page creation, social media management, and robust analytics — enabling marketing teams to run sophisticated campaigns without the complexity typically associated with enterprise-grade solutions. Act-On differentiates itself by offering a pricing model based on active contacts rather than total database size, making it more cost-effective for growing businesses. Founded in 2008 and headquartered in Portland, Oregon, Act-On grew to become a recognized player in the marketing automation space, competing with platforms like HubSpot, Marketo, and Pardot. The company raised significant venture funding and built a customer base of thousands of businesses across various industries. Its focus on ease of use, strong customer support, and flexible integrations with CRM systems like Salesforce and Microsoft Dynamics helped it carve out a distinct niche among mid-market marketers. In 2022, Act-On was acquired by Norwest Equity Partners, a private equity firm, which has continued to invest in the platform's growth and product development. Today, Act-On continues to operate as a distinct brand and product, serving marketing teams that need powerful automation capabilities without the overhead of enterprise platforms. The company remains active in the marketing automation market, regularly releasing product updates and maintaining its partner ecosystem.