RevOps Jobs-to-Be-Done
- B2B demand generation programs — Run multi-channel demand generation campaigns including email, landing pages, and webinars from a single platform. KPI: Increase MQL volume while maintaining program quality through coordinated multi-channel campaign execution
- Lead scoring and nurturing — Score leads based on behavioral and demographic criteria and automatically move them through nurture tracks until sales-ready. KPI: Improve MQL-to-SQL conversion rates by ensuring sales only engages with leads that meet scoring thresholds
- CRM-synchronized marketing data — Sync marketing engagement data bidirectionally with Salesforce and Microsoft Dynamics to give sales reps full prospect context. KPI: Reduce rep research time and improve call relevance with marketing engagement visible in CRM before outreach
Key Features
- Email Marketing and Automation: Campaign builder with behavioral triggers, A/B testing, and dynamic content for automated nurture programs.
- Lead Scoring: Multi-dimensional lead scoring based on behavioral engagement and demographic fit criteria.
- Landing Pages and Forms: Drag-and-drop landing page and form builder for lead capture across demand generation programs.
- CRM Integration: Bidirectional sync with Salesforce and Microsoft Dynamics for unified marketing and sales data.
- Marketing Analytics: Program and campaign performance analytics including pipeline influence and revenue attribution.
How It Fits Your Stack
Primary system of record: CRM (Salesforce or Dynamics)
Key integrations: Salesforce, Microsoft Dynamics, Webex, Zoom, GoToWebinar
Data flows: Leads generated via landing pages/ads → scored in Act-On → nurtured via email automation → sales-ready leads synced to CRM → sales engagement logged back to Act-On for attribution.
Implementation & Ownership
- Time to first value: 2–4 weeks
- Implementation complexity: Medium — campaign setup and CRM integration required
- Typical owners: Marketing Ops, Demand Generation Manager, Marketing Manager
Pricing & Contracts
- Pricing model: Contact-based subscription
- Indicative range: From ~$900/month for Professional tier; Enterprise pricing available
- Free tier: No
Who It's Best For
Mid-market B2B marketing teams running demand generation programs who want Marketo-level automation without Marketo's complexity or cost.
Good fit if:
- B2B companies with 5,000–100,000 contacts running multi-channel demand gen
- Marketing teams that want better customer success support than Marketo
- Mid-market teams on Salesforce or Dynamics needing a MAP integration
Probably not ideal if:
- SMBs with basic email marketing needs — HubSpot is more accessible
- Enterprise teams needing Marketo-level customization and extensibility
Proof & Buyer Signals
Ratings: 4.1/5 on G2 — 5,000+ customers, strong in mid-market B2B
What buyers praise:
- Good customer success support distinguishes from self-serve alternatives
- Strong demand gen program capabilities for mid-market
- Good Salesforce integration depth
Common complaints:
- UI less modern than HubSpot
- Reporting less advanced than Marketo at enterprise scale
- Higher cost for smaller teams vs. HubSpot alternatives
Pros
- Strong customer success support for implementation and ongoing use
- Solid demand generation capabilities at mid-market pricing
- Good CRM integration depth for Salesforce and Dynamics teams
Cons
- Higher cost than HubSpot's comparable tiers
- UI less polished than HubSpot or more modern competitors
- Less suitable for SMBs or enterprise teams at the extremes
Often Compared With
- HubSpot — HubSpot has a more modern UI and larger ecosystem; Act-On offers comparable automation with stronger customer success support for mid-market B2B demand gen teams.
- Marketo — Marketo is more powerful and customizable for enterprise; Act-On offers similar B2B demand gen capabilities at lower cost with better support for mid-market teams.
Frequently Asked Questions
What is Act-On used for?
Primary system of record: CRM (Salesforce or Dynamics)
How much does Act-On cost?
Act-On pricing: From ~$900/month for Professional tier; Enterprise pricing available There is no free tier.
What does Act-On integrate with?
Act-On integrates with Salesforce, Microsoft Dynamics, Webex, Zoom, GoToWebinar.
Who is Act-On best for?
Mid-market B2B marketing teams running demand generation programs who want Marketo-level automation without Marketo's complexity or cost.
What are the best Act-On alternatives?
The tools most often compared with Act-On are HubSpot, Marketo.
