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July 7, 2015 Business Technologies

Act-On vs. Marketo Comparison

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By Sonja Fridell

1. Act-On vs. Marketo Intro —

Act-On is rapidly becoming one of the most popular tools for modern marketers. Marketo has been setting the bar at the enterprise level for quite some time now. We wanted to compare the fastest growing automation platform (Act-On) to see if the tool actually shapes up to it’s enterprise competitor.

It is true that many more large companies are using Act-On (like LEGO, for example), but Act-On’s price point remains very low vs. Marketo’s price, and they actually offer the full feature version of the product at a scaled down price for smaller businesses. Marketo recently masked the pricing on their website so download our full-feature Act-On vs. Marketo guide for more info about pricing.

Each platform has many of the same features – but is distinguished by tool sets, cost and ease-of-use. Truly, there is very little either of these platforms can’t do in the world of marketing automation, but we dive as deep as we can into the subject in this comparison.


2. Act-On vs. Marketo Compared in Four Words —

At a much broader level, we want to summarize the tools in comparison to one another using four adjectives:

Act-On: Scaleable, Affordable, Integration-friendly, Elegant.

Marketo: Enterprise, Powerful, Expensive, Extensive.

These four words don’t tell the whole story behind the comparison of each platform, but they speak in short to how each platform compares to one another. It is still very valuable to keep these criteria in mind when you are considering purchase of either. Each of these platforms has very specific features (like content creation, inbound and outbound marketing capabilities, and again, you can download our white paper to pinpoint the differences between Act-On and Marketo.

3. Download the Act-On vs. Marketo Comparison Guide:

Both platforms incorporate many of the same features you’d expect of enterprise-level automation software (like landing pages, SEO tools and automated email campaigns). Our white paper dives deep into the technical aspects of each platform.

Act-On vs. Marketo white paper comparison points:

  • Cost based on 25,000 contacts
  • Cost based on 25,000 contacts with “Big Data” tools
  • Does the tool include free, ongoing support and training?
  • Does the automation tool integrate with all major CRM platforms?
  • Lists, segmentation and reporting features
  • SEO and content features
  • Expected ROI
  • Landing page and email builders



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author bio

Sonja Fridell

Sonja is very active in architecting CRM, ERP and marketing automation solutions for clients across North America. As an ex-journalist, she is adept at exploring a client’s needs and coming up with cutting edge, elegant solutions that fit, drive adoption, and create real results.

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Sonja Fridell wearing a blue blouse and a dainty necklace.

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