Act-On Software
Act-On Software is a cloud-based marketing automation platform providing lifecycle, multichannel, and AI-driven campaign capabilities to midsize and enterprise B2B organizations across North America and Europe. Acquired by Banzai International in February 2025.
- Company typePrivate
- Founded2008
- HeadquartersPortland, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Act-On Software does
Act-On Software is a cloud-based marketing automation platform that provides lifecycle marketing capabilities to midsize and enterprise organizations across North America and Europe. The company was founded in 2008 and is headquartered in Portland, Oregon, with a regional office in Reading, United Kingdom. Its core product suite includes Journey Orchestration (drag-and-drop lifecycle automation), Reporting & Analytics (with natural-language AI analysis), Multichannel Marketing (email, SMS, web, social media, events, direct mail), the Act-On AI feature layer, and an open Integration ecosystem. The platform is designed to be CRM-agnostic, with native bidirectional integrations into Salesforce, Microsoft Dynamics, Sugar CRM, NetSuite, and Zendesk, plus iPaaS connectors through Zapier and Integrately, and SSO support across Google Workspace, Okta, Microsoft Entra, and Auth0.
The platform's commercial model is a subscription priced on Active Contacts (only contacts actively marketed to in a given month), which the company states typically delivers 20-40% cost savings versus competitors and pricing approximately 30% below HubSpot and 50-60% below Eloqua. Revenue streams include platform subscriptions, tiered support packages (Premium and Premium+), professional services for implementation and migration, and email deliverability services including dedicated IPs and list cleaning. Go-to-market is sales-led with direct outreach and personalized demos, supplemented by an Authorized Reseller, MSP, Agency, Solutions Partner, OEM, and Affiliate (10% commission) channel ecosystem. The platform has earned HIPAA, GDPR, CCPA, EU-U.S. Data Privacy Framework, and Swiss-U.S. Data Privacy Framework compliance, supporting sales into healthcare and financial services. Customers include Progressive, Hitachi, Best Buy, Sharp, Avery Dennison, Simscale, Oregon State University, RLH Corporation, Landstar, Spandex, Bruker AXS, eDriving, Sertifi, and Moss Inc.
In February 2025, Banzai International Inc. acquired Act-On Software for $53.2 million, ending Act-On's status as the last independent dedicated B2B marketing automation platform. Prior to acquisition, the company had raised approximately $93.5 million in equity funding across rounds between 2008 and 2021 from investors including TCV, Norwest, Trinity Ventures, U.S. Venture Partners, Voyager Capital, Beedie Capital, Cisco, and Stratim Capital, and had acquired Marketbright in 2011. The product roadmap has continued to expand, with an SMS marketing launch in October 2022 and a layered Act-On AI capability suite including predictive lead scoring, adaptive send optimization, generative content, an embedded web agent, and agentic data analysis.
Act-On Software firmographics
Firmographics- Name
- Act-On Software
- Legal name
- Act-On Software, Inc.
- Website
- https://act-on.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Act-On Software is a cloud-based marketing automation platform providing lifecycle, multichannel, and AI-driven campaign capabilities to midsize and enterprise B2B organizations across North America and Europe. Acquired by Banzai International in February 2025.
- Ownership category
- akta.pro rank
Act-On Software industry classification
Industry- Product category
- Marketing Automation Software
- NAICS
- Software Publishers (513210), Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)
- akta.pro secondary industries
- B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ), Marketing Automation & Lifecycle/Drip Campaign Management (MPAAAIAC), Email Marketing Services (Campaigns, Deliverability, Lifecycle) (BPAFAKAB)
Keywords
Where Act-On Software is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Act-On Software business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Marketing Automation Platform Subscription: Subscription-based pricing model for marketing automation platform access, with pricing based on the number of contacts emailed each month. Users can store and collect inbound data for unlimited contacts in their database.
- Professional Services: Implementation services, onboarding, migration, campaign planning, strategy and program management, and deliverability consulting services.
- Support Packages: Tiered support packages including Premium and Premium+ programs with enhanced SLAs, unlimited training, office hours, and deliverability insights.
- Email Deliverability Services: Dedicated IP services, enhanced deliverability support, and email list cleaning/validation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Contact-based subscription pricing |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels8 records
Act-On Software product offering
Product offeringCore offering
Act-On Software provides a cloud-based, integrated lifecycle marketing automation platform that enables midsize and enterprise B2B organizations to design and execute personalized 1:1 customer journeys across email, SMS, web, social media, events, and direct mail. The platform combines journey orchestration, AI-driven analytics, predictive lead scoring, and CRM-agnostic integrations (Salesforce, Dynamics, Sugar, NetSuite, Zendesk) into a unified suite sold primarily via subscription, with supporting professional services, tiered support packages, and email deliverability services.
Product overview
Act-On is a lifecycle marketing automation platform that provides a unified suite of integrated modules for businesses focused on building long-term customer relationships. The core platform consists of Journey Orchestration (lifecycle automation), Reporting & Analytics (AI-driven insights), Multichannel Marketing (email, SMS, social, web, events, direct mail), Act-On AI (embedded intelligence), and Integrations (open ecosystem with CRM, webinar, and iPaaS connectors). Supporting add-on services include Support Packages, Professional Services, and Email Deliverability Services. The platform is designed as an open ecosystem (not a CRM add-on) that works with existing tech stacks including Salesforce, Dynamics, Sugar, NetSuite, Zendesk, Zoom, and Zapier. Pricing is based on active contacts emailed per month, with unlimited contact storage.
Differentiator
Problem solved
Functional benefit
Products and services
- Journey Orchestration Lifecycle marketing automation platform that enables marketing teams to design personalized 1:1 customer journeys across the entire customer lifecycle from lead awareness to customer retention, using a drag-and-drop automation builder, intelligent segmentation, and multidimensional scoring.
- Reporting & Analytics AI-driven analytics suite with customizable dashboards, visualizations, and alerts for continuous optimization, featuring natural language AI analysis, CRM-integrated ROI measurement, configurable custom dashboards, and automated report sharing to stakeholders by email.
- Multichannel Marketing Marketing automation platform enabling automated campaigns across email, SMS, web, social media, events, and direct mail channels with drag-and-drop composers, A/B testing, dynamic content, and geo-targeted campaigns.
- Act-On AI AI-powered marketing capabilities integrated throughout the platform including predictive lead scoring, True Open bot detection, AI web agent (InSite), Adaptive Send optimization, AI Create content generation, Subject Line Optimizer, and agentic data analysis.
- Integrations Open ecosystem architecture enabling integration with CRM platforms (Salesforce, Dynamics, Sugar, NetSuite, Zendesk), webinar tools (Zoom, WebEx), iPaaS connectors (Zapier, Integrately), and SSO providers (Google Workspace, Okta, Microsoft Entra, Auth0), with Data Bridge APIs and webhooks.
- Support Packages Customized support packages providing live technical support via chat, phone, and Zoom, access to Act-On Connect educational resources, best practice guides, and new feature updates, with Premium and Premium+ tiers offering unlimited training, office hours, and faster SLAs.
- Professional Services Marketing automation expert services including campaign planning and automation, onboarding and migration, integration building, strategy, and program management to help customers maximize platform value.
- Email Deliverability Services Email delivery optimization services including dedicated IPs for sender reputation management, enhanced deliverability support with proactive monitoring, email list cleaning and validation, and thought leadership resources.
- SMS Automated Marketing Solution SMS marketing capability enabling marketers to incorporate SMS touchpoints into automated customer journeys with an easy-to-use composer, automatic opt-in/out management, and fatigue rules that safeguard against excessive notifications.
- Email Marketing Enterprise-grade email automation with best-in-class deliverability, intuitive drag-and-drop composer, A/B testing, dynamic content embedding, and True Open bot detection for accurate email reporting.
- Social Media Automation Geo-targeted campaign creation, optimal engagement scheduling, AI-driven social listening for tracking trends, and employee advocacy through gamification.
Quantifiable outcome
- Email open rates increased 68% and CTR increased 25% for Simscale customers
- +2 more outcomes
Companies that use Act-On Software
Customer profileNamed customers14 records
Segments7 records
Ideal customer profiles5 records
Act-On Software technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability9 records
Feature10 records
Act-On Software partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- SalesforcecoreNative bidirectional CRM integration embedding Act-On UI directly into Salesforce platform, enabling sales teams to view contact engagement. Supports flexible unlimited field matching, granular push/pull control, lead deduplication, and data mismatch management.
- Microsoft DynamicscoreNative bidirectional integration with Microsoft Dynamics CRM enabling marketing and sales alignment.
- Sugar CRMcoreNative bidirectional CRM integration with Sugar CRM platform.
- NetSuitecoreNative bidirectional integration with Oracle NetSuite ERP platform.
- ZendeskcoreNative integration with Zendesk and Zendesk Sell for contact and account engagement visibility.
- Authorized ResellersminorPartner program for resellers who resell Act-On subscriptions enabling customers to manage their own Act-On instance.
- Managed Service ProvidersminorMSP partners provide turn-key service actively managing customer accounts on their behalf.
- Agency PartnersminorAgencies participate in Program Acceleration, Joint GTM, and Referral programs to help customers succeed.
- Solutions Partners - ServicesminorServices partners provide implementation, onboarding, advisory consultation, creative/content, and fractional staffing services.
- OEM PartnersminorOEM partnerships for technology companies embedding Act-On marketing automation capabilities.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Act-On Software competitors and assessment
Company assessmentEmerging players
- Constant Contact: Constant Contact is an SMB-focused email marketing and automation platform. It overlaps with Act-On at the lower end of the mid-market and competes on ease of use for smaller marketing teams.
- Klaviyo: Klaviyo is a fast-growing email and SMS marketing automation platform focused on ecommerce and direct-to-consumer brands. It competes with Act-On's multichannel and SMS capabilities, particularly in the mid-market segment where buyers evaluate both platforms.
- Mailchimp: Mailchimp (now part of Intuit) provides email marketing and basic automation for SMB and mid-market customers. It overlaps with Act-On's email and journey features at the lower end of the mid-market segment.
- ActiveCampaign: ActiveCampaign is a customer experience automation platform combining email, CRM, and machine learning for SMB and mid-market. It is a comparable standalone alternative to Act-On, especially for buyers seeking ease-of-use and CRM-agnostic integrations.
- Brevo (formerly Sendinblue): Brevo is a digital marketing platform offering email, SMS, chat, and CRM for SMBs and mid-market. It competes with Act-On on multichannel marketing automation and is relevant to Act-On's pricing-sensitive mid-market segment.
- Customer.io: Customer.io is a messaging automation platform built for product-led and SaaS companies, offering event-based email, push, and SMS. It is an emerging alternative for the journey orchestration and behavioral trigger use cases that Act-On serves.
Direct peers
- HubSpot: HubSpot is a leading marketing automation and CRM platform serving mid-market and enterprise B2B customers. Act-On explicitly competes against HubSpot with comparison pages and positions its pricing as 30% cheaper, making it a direct competitor for the same buyer segment.
- Marketo (Adobe): Marketo is an enterprise B2B marketing automation platform now owned by Adobe. Act-On maintains direct competitor comparison pages against Marketo and targets the same enterprise lead-nurturing and lifecycle automation use cases.
- Salesforce Pardot (Marketing Cloud Account Engagement): Pardot is Salesforce's B2B marketing automation solution, deeply integrated with Salesforce CRM. Act-On competes head-to-head against Pardot for B2B marketers, especially those using Salesforce as their system of record.
- Oracle Eloqua: Eloqua is Oracle's enterprise B2B marketing automation platform. Act-On positions itself as 50-60% cheaper than Eloqua and explicitly competes for enterprise lead scoring and campaign management workloads.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Act-On Software social profiles
Digital presenceAct-On Software compliance and trust
Trust signalCompliance6 records
Act-On Software financial estimates
Financial estimateRevenue estimate
Valuation estimate
Act-On Software leadership team
Management profileNumber of profiles
Profiles8 records
Act-On Software funding detail
Funding detailFunding overview
Funding rounds9 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Act-On Software M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Act-On Software
What does Act-On Software do?
Act-On Software provides a cloud-based, integrated lifecycle marketing automation platform that enables midsize and enterprise B2B organizations to design and execute personalized 1:1 customer journeys across email, SMS, web, social media, events, and direct mail. The platform combines journey orchestration, AI-driven analytics, predictive lead scoring, and CRM-agnostic integrations (Salesforce, Dynamics, Sugar, NetSuite, Zendesk) into a unified suite sold primarily via subscription, with supporting professional services, tiered support packages, and email deliverability services.
Is Act-On Software a public or private company?
Act-On Software is a private company. It is classified as corporate owned and is currently acquired.
When was Act-On Software founded?
Act-On Software was founded in 2008. It employs 101 to 250 people.
Where is Act-On Software based?
Act-On Software is headquartered in Portland, United States, in the North America region.
How does Act-On Software make money?
Four revenue lines are on record. Marketing Automation Platform Subscription is the primary driver. The others are professional Services, support Packages and email Deliverability Services.
Who are Act-On Software's main competitors?
Emerging players on record are Constant Contact, Klaviyo, Mailchimp, ActiveCampaign, Brevo (formerly Sendinblue) and Customer.io. Direct peers are HubSpot, Marketo (Adobe), Salesforce Pardot (Marketing Cloud Account Engagement) and Oracle Eloqua.
Does Act-On Software have an API?
Yes. Act-On's Data Bridge APIs and Webhooks enable sending and receiving data from any API- or webhook-enabled system, including ERP, product management, and financial services platforms. The platform also provides iPaaS integration with Zapier and Integrately for more complex data triggers, transformation, and exchange. The API enables bidirectional data integration for CRM platforms and supports triggering automated campaigns from external data sources. Developer documentation is at connect.act-on.com/hc/en-us.
What industry is Act-On Software in?
Act-On Software's product category is Marketing Automation Software. Its primary akta.pro industry code is BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging, with a secondary code of HDAAAGAJ, B2B SaaS & Enterprise Personalization (CRM, Sales, Support). Its NAICS code is 513210 and its SIC code is 7372.