Act-On vs Marketo: Complete Comparison (2026)
In comparing Act-On and Marketo in 2026, Marketo is the stronger choice for enterprise b2b marketing teams running complex demand generation programs due to powerful for enterprise b2b. Act-On excels for mid-market b2b companies wanting dedicated marketing automation beyond email with good for mid-market b2b. Act-On offers Lead nurturing, Email marketing, Landing pages starting at $900/mo. Marketo provides Lead management, Email marketing, Account-based marketing from Custom pricing. For teams prioritizing value, Marketo delivers a hiltonsoftware Score of 64/100. Act-On and Marketo compete in the marketing automation segment of the SaaS market, where cloud-native solutions, API integrations, and workflow automation drive enterprise and SMB adoption. Other leading marketing automation tools include HubSpot Marketing, Pardot, ActiveCampaign. Act-On serves 4K+ orgs users globally (founded 2008) while Marketo reports 5K+ orgs active users (founded 2006).
Act-On vs Marketo at a Glance
What are the main differences between Act-On and Marketo?
Act-On and Marketo differ across ease of use, features, value, support, integrations, scalability, and learning curve. Marketo leads in 4 of 7 categories.
What are the pros and cons of Act-On vs Marketo?
Which is better, Act-On or Marketo?
After evaluating Act-On and Marketo across features, pricing, integrations, and user satisfaction, Marketo earns a higher hiltonsoftware Score of 64/100 versus Act-On at 61/100. Marketo stands out for "powerful for enterprise b2b" and "extensive integration ecosystem". Act-On delivers competitive advantages in "good for mid-market b2b", making Act-On a viable alternative.
Neither Act-On nor Marketo offers a free plan. Act-On starts at $900/mo and Marketo at Custom pricing.
Bottom line: Choose Act-On for mid-market b2b companies wanting dedicated marketing automation beyond email. Choose Marketo for enterprise b2b marketing teams running complex demand generation programs. Both Act-On and Marketo are established marketing automation platforms.
Mid-market B2B companies wanting dedicated marketing automation beyond email.
Enterprise B2B marketing teams running complex demand generation programs.
Act-On vs Marketo: Frequently Asked Questions
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Reviewed by Marcus Johnson, Marketing & Growth Specialist. Last updated: 2026-04-24. Pricing verified: March 2026.
Read our scoring methodology to understand how the hiltonsoftware Score is calculated.