Act-On

A leading mid-market focused marketing automation platform competing against HubSpot, Marketo, and Pardot, known for its accessible pricing and ease of use for non-technical marketing teams.

Act-On Software is a cloud-based marketing automation platform purpose-built for mid-market businesses seeking enterprise-grade capabilities without the complexity or cost of larger platforms. Founded in 2008 and headquartered in Portland, Oregon, Act-On provides a comprehensive suite of tools including email marketing, lead scoring, lead nurturing, landing page creation, website visitor tracking, and campaign analytics. The platform is designed to help marketing teams attract, capture, and convert leads while enabling deeper alignment between marketing and sales organizations. Act-On has historically differentiated itself from competitors like HubSpot and Marketo by focusing specifically on the mid-market segment, offering a more accessible pricing model and a user-friendly interface that does not require dedicated technical resources to operate. The platform integrates with major CRM systems including Salesforce and Microsoft Dynamics, as well as a broad ecosystem of third-party tools, making it a flexible choice for marketing operations teams. Over the years, Act-On raised significant venture funding and built a customer base spanning a wide range of industries including technology, financial services, healthcare, and manufacturing. In January 2025, Banzai International acquired Act-On Software in a deal valued at approximately $53.2 million, marking a significant milestone in the company's history. Act-On continues to operate as a distinct brand and platform under Banzai International's ownership, maintaining its product offerings and customer relationships. The acquisition is expected to expand Banzai's marketing technology portfolio and create synergies across demand generation and event marketing capabilities.