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Act-On

B2B marketing automation billed on active contacts

Overview

Act-On is a B2B marketing automation platform focused on lead nurturing and scoring for mid-sized companies. Its distinguishing commercial feature is pricing based on active contacts, meaning contacts e-mailed in a given month, rather than total database size.[14]

The Professional plan starts at US$900 a month on an annual contract and includes automated engagement programmes, website and landing-page visitor tracking, visitor, prospect and customer scoring, behavioural and demographic lists, targeted e-mail, landing pages and forms, templates, an open API with Zapier and Cazoomi integrations, analytics dashboards, AI predictive lead scoring and AI audience insights.[14] Enterprise, quoted individually, adds native CRM integrations with Salesforce, SugarCRM, NetSuite and Microsoft Dynamics, a Data Studio for reporting and BI integration, and account-based marketing.[14] Add-ons include SMS marketing, transactional e-mail, an AI web agent and advanced analytics.[14]

Act-On claims active-contact pricing saves 30–50%, without giving a basis.[14] The model benefits companies with large, mostly dormant databases. A notable limitation is that native CRM integration is reserved for Enterprise, unless purchased as a paid add-on on Professional.[14]

Act-On features

  • Active-contact pricing
  • Visitor tracking and scoring
  • AI predictive lead score
  • Landing pages and forms
  • CRM integrations (Enterprise)
  • Account-based marketing (Enterprise)

Act-On pricing

Professional: from US$900/month, annual contract. Enterprise: custom. Billed on active contacts. Add-ons: SMS, transactional e-mail, InSite AI Web Agent, advanced analytics. Non-profit discounts on request.

Act-On strengths and limitations

Strengths

  • Pays only for contacts actually mailed
  • AI lead scoring on Professional
  • Published starting price
  • Account-based marketing available

Limitations

  • Annual contract required
  • CRM integration reserved for Enterprise or paid add-on
  • Savings claim unsubstantiated
  • Higher entry price than SMB tools

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