Act-On

Mid-market marketing automation provider focused on B2B companies

Act-On Software is a marketing automation platform that serves primarily mid-market B2B companies with integrated email marketing, lead nurturing, and campaign management tools. Founded in 2008, the company established itself in the competitive marketing automation space by focusing on ease of use and affordability for growing businesses that needed sophisticated marketing capabilities without enterprise-level complexity. The platform provides tools for email marketing, landing pages, lead scoring, CRM integration, and marketing analytics. In December 2021, Act-On was acquired by Cisco Systems as part of Cisco's expansion into marketing technology solutions. Following the acquisition, Act-On continues to operate as a distinct product within Cisco's portfolio, maintaining its brand identity and serving its existing customer base while benefiting from Cisco's resources and enterprise reach. The platform remains positioned as a solution for marketers seeking to automate and optimize their demand generation efforts. Act-On competes in the crowded marketing automation space alongside platforms like HubSpot, Marketo, Pardot, and ActiveCampaign. The company differentiates itself through its focus on adaptive marketing capabilities, behavioral-based segmentation, and a user-friendly interface designed for marketing teams without extensive technical resources. The platform emphasizes helping B2B marketers drive engagement, generate qualified leads, and demonstrate marketing ROI through comprehensive analytics and reporting.