Act-On Software vs. HubSpot Marketing Hub

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Act-On
Score 8.3 out of 10
Mid-Size Companies (51-1,000 employees)
Act-On is an adaptive marketing platform designed to drive personal and purposeful multi-channel marketing. Its foci are inbound and outbound marketing, for enabling a tighter alignment with sales and turning data into actionable insights.
$900
per month (starts at 2,500 active contacts)
HubSpot Marketing Hub
Score 8.5 out of 10
N/A
HubSpot's Marketing Hub is an all-in-one inbound marketing engine that includes tools for email marketing, landing page creation, social media marketing, content management, reporting & analytics, search engine optimization (SEO), and more.
$50
per month
Pricing
Act-On SoftwareHubSpot Marketing Hub
Editions & Modules
Professional
$900
per month (starts at 2,500 active contacts)
Enterprise
$2,000
per month ( starts at 2,500 active contacts)
Free
$0
per month
Starter
$50
per month (includes 1,000 contacts)
Pro
$890
per month (includes 2,000 contacts)
Enterprise
$3,200
per month (includes 10,000 contacts)
Offerings
Pricing Offerings
Act-OnHubSpot Marketing Hub
Free Trial
NoYes
Free/Freemium Version
NoYes
Premium Consulting/Integration Services
YesYes
Entry-level Setup FeeRequiredRequired
Additional DetailsThe Professional package starts at 2,500 active contacts, 3 marketing users, 50 sales users and 30,000 API calls per day. The Enterprise package starts at 2,500 active contacts, 6 marketing users, 100 sales users and 30,000 API calls per day. Annual contract required.
More Pricing Information
Community Pulse
Act-On SoftwareHubSpot Marketing Hub
Considered Both Products
Act-On
Chose Act-On Software
To improve the system, Act-On is developing custom reports and workflows. It is incredibly flexible as well as functionally sound and reliable. The other features that our team enjoys the most are the features such as all contacts. Creating landing pages and web forms is a snap …
Chose Act-On Software
Act-On has been committed to improving the system and performance through customized reports and workflows to motivate customers and track their progress and participation.
Chose Act-On Software
We looked at using Pardot and decided to use Act-On due to pricing and ease of use. Pardot had a better Salesforce connection since they are owned by Salesforce. Pardot was very expensive and didn't offer some of the functionality we were looking for. For example, Pardot does …
Chose Act-On Software
We have been evaluating HubSpot and Zoho CRM. These 2 are more expensive and more robust. These include more of the sales side interactions like pipelines, tasks, marketing emails, etc. Our team uses ACT as more of a Rolodex then a tool. Because we do have an outside ticket …
Chose Act-On Software
I am a relatively new HubSpot user and have only used a few different things on there but so far, the UI/UX is much more pleasant, seems more organized, seems more capable in general. I had heard rave reviews about HubSpot from my former coworkers who were using Act-On with me, …
Chose Act-On Software
I think that if you're just starting out in email marketing, you'll probably navigate to a tool like Mailchimp. When you've gotten a good base of what the industry is and you want to do a little bit more, then you'll upgrade to HubSpot and then to Act-On. I feel like Act-on is …
Chose Act-On Software
Many more, too^^^

The best after any free one. Once a company has a budget it's time for Act-On.
Chose Act-On Software
Act-On has a much more hands-on customer support focus than any of the other companies that we have worked with that do similar things. They also have a really easy to use platform (however I know they all do). It's one of those products that you feel good when you are using it.
Chose Act-On Software
Act-On is easier to use than Marketo, but not as visually appealing and user-friendly as HubSpot. It's much better than Pardot, as Pardot feel clunky every step of the way. SharpSpring is comparable because of its price point but surpasses Act-On in its tools and intuitive …
Chose Act-On Software
Act-On does most everything that Marketo and HubSpot can and Act-On does some of them better and some of them worse. I've outlined the strengths and weaknesses of Act-On already. I am familiar with Marketo and HubSpot but not familiar enough with them to create a matrix type …
Chose Act-On Software
HubSpot's pricing tiers are much cheaper in some cases, and they provide some of the tools that are included with Act-On Software's premium tiers. I believe Act-On has more versatility in tracking conversion and other rates out-of-the-box compared HubSpot, which is why we chose …
Chose Act-On Software
HubSpot - Great templates for email and landing pages. Fantastic for targeted content if you have a large amount of content. Free CMS. Very good sales people promise a lot. But for our test experience, the service support did not stand up to Act-On. And our HubSpot testing …
Chose Act-On Software
We were actually first leaning towards HubSpot, however they couldn't agree to our standard Code of Conduct (as a principle they never do) and since we have some strict purchasing routines that includes the supplier signing our CoC we were unable to go through with the deal. In …
Chose Act-On Software
With some of the others we would have to maintain two databases. That wasn't feasible for us. In addition to that, price wise it was more money and I didn't recognize any clear cut features that really forced us to pay that much more for something that wasn't giving us that …
Chose Act-On Software
Act-On does all that other vendors like HubSpot and Marketo promise. With Act-On it is much easier to get started and to be productive. Compared with HubSpot, Marketo and other important vendors, Act-On's pricing and support are big differentiators. Because Act-On wants to be a …
Chose Act-On Software
I didn't specifically select Act-On over the competitors I listed, since I implement these packages for our clients. As I described in other questions though, the difference is clear: Act-On is a great tool for organisations just getting started with marketing automation, who …
Chose Act-On Software
The cost of ownership vs. functionality and ease of use is second to none, add in the speed of implementation and their customer success programs and nothing comes close.
Chose Act-On Software
Act-on is much easier to use than the other systems.
Chose Act-On Software
Flexible payment options (hence better than HubSpot) and better service than Salesforce's marketing automation tool - Pardot.
Chose Act-On Software
We selected Act-On because it provided our organisation with exactly what we wanted in terms of marketing automation. Data-driven insight, an easy to use nature and provided us with the platform to develop a high quality lead nurturing strategy, maximising the results of our …
Chose Act-On Software
HubSpot was the only one that had an out of the box integration with Dynamics CRM and the integration works seamlessly. Act-On was one of the most inexpensive ones. Money well spent!
Chose Act-On Software
These systems are all great and very robust, but they count each email sent against the monthly count, which is not always ideal for a company that sends high volume, and high frequency marketing campaigns each month. That is probably the greatest selling point of Act-On, that …
Chose Act-On Software
At the time of my decision I chose Act-On over HubSpot because of the ease of integration into websites. Cost was also a factor - I felt Act-On was a better value for the money. Customer service at Act-On is exceptional.
Chose Act-On Software
I choose Act-On because of the price, simplicity and customer service reputation. After sitting through a few demos, I also felt Act-On had more to offer a small company like ours. Their niche is small to mid-size businesses, which made me feel like they understood our needs …
Chose Act-On Software
The biggest decision for us was the lower cost for on-boarding. It was also easier to use and didn't have features we didn't need, such as blogs.
HubSpot Marketing Hub
Chose HubSpot Marketing Hub
I believe that HubSpot is a much superior product to Act-On. After starting with Act-On and moving to HubSpot our process became smoother and more organized and our capabilities more vast. HubSpot is a very nice robust system if you can afford it. The product is better …
Chose HubSpot Marketing Hub
We were Act-On users initially then switched to HubSpot after about 4 months. HubSpot is worth the extra price in ease of usability and clean UI.
Chose HubSpot Marketing Hub
I've used Act-On in the past. Act-On is a bit hard to use in the arena of email design and development, though I feel that the workflow structure and list management capabilities are far superior with Act-On. Other than that, they are fairly similar, though HubSpot would be my …
Chose HubSpot Marketing Hub
While Act-On does collect lead information, it does not provide as complete a solution as HubSpot, nor was it as easy to use. The creation of landing and thank you pages was cumbersome and not as easily implemented. We chose HubSpot because it creates an entire solution that …
Chose HubSpot Marketing Hub
HubSpot is all around a more robust platform. It offers a lot more components to the marketing automation process and tracking needs. While many small business teams would benefit from products like Act-On and MailChimp, EMMA (who I also love), and Pardot, HubSpot is the clear …
Chose HubSpot Marketing Hub
Hubspot for the pricing is overall more efficient than Act-On. Act-On has a more robust A/B testing platform and Act-On also has a series of alerts that is easier to integrate into the sales end. Hubspot is better for landing pages. More templates; forms are easier to implement …
Chose HubSpot Marketing Hub
We made an attempt at automation with Act-On and were using Constant Contact to send emails for a long time.

We didn't get the ball rolling out of the gate with Act-On and our experience with the product suffered as a result.
Chose HubSpot Marketing Hub
When comparing costs, HubSpot's functionality and ease of use came out as the clear winner. Other products do the same things HubSpot does, but not necessarily all of them, or at a comparable price point. Some may not cost as much but we lose a lot of the options we have with …
Chose HubSpot Marketing Hub
We chose Hubspot because it was a simpler functioning software program than something like Eloqua, while still providing everything we needed. After seeing demos for a lot of marketing automation software, we came to the conclusion that many others bogged users down in order to …
Chose HubSpot Marketing Hub
We found that HubSpot was incredibly strong in all of our evaluation areas (email marketing, lead nurturing, reporting, landing pages, calls-to-action, ease of use, ease of adoption, etc.). In many areas, it wasn't necessarily the leader versus the competition, but it always …
Chose HubSpot Marketing Hub
We felt HubSpot was a more sophisticated and complete offering. Although the price point was higher for the edition we purchased, it offers more functionality and demonstrated that the tool works with their own "walk-the-walk" approach.
Chose HubSpot Marketing Hub
I prefer Hubspot to some of the other MAP programs that are out there due to the ability that Hubspot has as well as how quickly it is growing and staying ahead of the curve. I also think the Hubspot academy offers far more than it's competition in regards to training. Hubspot …
Chose HubSpot Marketing Hub
HubSpot was selected due to its relative breadth of functionality, responsiveness of their salesteam during the evaluation phase, its intuitive interface and the growing community of HubSpot partners and users not only in North America but also in EMEA. Our basic vendor …
Chose HubSpot Marketing Hub
We evaluated Act-On, Pardot and Marketo. We found for the price they all offer similar features. The main advantages is that they have more tools in one place meaning I can get access to social media sharing, keyword tracking, SEO feedback, automation, emailing and blogging …
Chose HubSpot Marketing Hub
HubSpot is by far the most user friendly. It has the easiest platform for creating and editing landing pages and workflows. Marketo has better analytics but it's more complicated and support isn't as readily available as HubSpot. I would not recommend Pardot or Act-On to my …
Chose HubSpot Marketing Hub
Act-On and Optify. We chose HubSpot because of the extensive range of capabilities, excellent support and training opportunities. And the corporate culture. They are great people to work with and know.
Top Pros
Top Cons
Features
Act-On SoftwareHubSpot Marketing Hub
Email & Online Marketing
Comparison of Email & Online Marketing features of Product A and Product B
Act-On Software
7.8
113 Ratings
1% above category average
HubSpot Marketing Hub
7.2
369 Ratings
7% below category average
WYSIWYG email editor8.2112 Ratings8.6332 Ratings
Dynamic content8.192 Ratings6.2333 Ratings
Ability to test dynamic content7.292 Ratings7.8309 Ratings
Landing pages8.1108 Ratings6.4362 Ratings
A/B testing8.195 Ratings8.0286 Ratings
Mobile optimization7.2103 Ratings6.5355 Ratings
Email deliverability reporting8.1112 Ratings6.3363 Ratings
List management8.1111 Ratings8.2364 Ratings
Triggered drip sequences7.187 Ratings6.6276 Ratings
Lead Management
Comparison of Lead Management features of Product A and Product B
Act-On Software
8.1
113 Ratings
4% above category average
HubSpot Marketing Hub
7.2
360 Ratings
7% below category average
Lead nurturing automation8.2104 Ratings6.5356 Ratings
Lead scoring and grading8.2104 Ratings7.9324 Ratings
Data quality management8.1102 Ratings7.8330 Ratings
Automated sales alerts and tasks8.195 Ratings6.5299 Ratings
Campaign Management
Comparison of Campaign Management features of Product A and Product B
Act-On Software
7.5
77 Ratings
2% below category average
HubSpot Marketing Hub
6.4
320 Ratings
17% below category average
Calendaring6.88 Ratings6.5305 Ratings
Event/webinar marketing8.176 Ratings6.3251 Ratings
Social Media Marketing
Comparison of Social Media Marketing features of Product A and Product B
Act-On Software
8.1
71 Ratings
8% above category average
HubSpot Marketing Hub
6.5
346 Ratings
14% below category average
Social sharing and campaigns8.169 Ratings6.5342 Ratings
Social profile integration8.163 Ratings6.5331 Ratings
Reporting & Analytics
Comparison of Reporting & Analytics features of Product A and Product B
Act-On Software
8.1
114 Ratings
8% above category average
HubSpot Marketing Hub
7.7
369 Ratings
3% above category average
Dashboards8.1109 Ratings7.8366 Ratings
Standard reports8.1112 Ratings8.1362 Ratings
Custom reports8.284 Ratings7.1324 Ratings
Platform & Infrastructure
Comparison of Platform & Infrastructure features of Product A and Product B
Act-On Software
8.0
107 Ratings
5% above category average
HubSpot Marketing Hub
7.4
341 Ratings
3% below category average
API8.167 Ratings7.7251 Ratings
Role-based workflow & approvals8.171 Ratings7.3280 Ratings
Customizability8.289 Ratings6.0303 Ratings
Integration with Salesforce.com8.165 Ratings7.7228 Ratings
Integration with Microsoft Dynamics CRM8.136 Ratings7.896 Ratings
Integration with SugarCRM7.129 Ratings7.790 Ratings
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Act-On SoftwareHubSpot Marketing Hub
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Score 9.3 out of 10
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Score 9.3 out of 10
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Score 9.3 out of 10
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Score 9.3 out of 10
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User Ratings
Act-On SoftwareHubSpot Marketing Hub
Likelihood to Recommend
8.2
(219 ratings)
7.4
(654 ratings)
Likelihood to Renew
8.9
(112 ratings)
9.0
(371 ratings)
Usability
9.1
(32 ratings)
9.0
(106 ratings)
Availability
9.1
(14 ratings)
9.1
(25 ratings)
Performance
8.2
(13 ratings)
8.9
(17 ratings)
Support Rating
7.3
(39 ratings)
8.4
(88 ratings)
In-Person Training
8.7
(4 ratings)
9.1
(8 ratings)
Online Training
9.3
(16 ratings)
9.1
(26 ratings)
Implementation Rating
8.6
(22 ratings)
7.3
(48 ratings)
Configurability
9.1
(1 ratings)
7.3
(2 ratings)
Ease of integration
6.4
(2 ratings)
8.9
(5 ratings)
Product Scalability
9.1
(1 ratings)
7.3
(7 ratings)
Vendor post-sale
8.2
(2 ratings)
9.1
(3 ratings)
Vendor pre-sale
9.1
(2 ratings)
9.1
(3 ratings)
User Testimonials
Act-On SoftwareHubSpot Marketing Hub
Likelihood to Recommend
Act-On
Act-On simplifies the creation of landing pages, web forms, email campaigns, and other types of marketing automation. Designing a customer journey using the workflow builder (a nurturing flow) is possible. It is used in various ways and in a variety of contexts. Tactical's knowledgeable support team helped us unlock Act-On's potential for complex integrations and marketing campaigns. In some areas, it would be beneficial to improve functionality.
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HubSpot
As I said previously, I was not a fan at the beginning because, like everyone, I don't take change so well. Once I started following leads through HubSpot Marketing Hub, I integrated it with my email and created templates for what I needed, I started to see the positives immediately. My time working was better spent as I eliminated time put in routine tasks. I was able to track all communication in HubSpot Marketing Hub, we created systems in the office assigning tasks to one another and, through HubSpot Marketing Hub, our leads were able to book meetings in my calendar automatically. To be honest, if you are in sales and marketing, I cannot think of scenarios where HubSpot Marketing Hub cannot help. All I would like to say is, when using templates, pay attention to where you send them - you may need some personalization. I would encourage the management of HubSpot Marketing Hub to create short tutorials for beginners like me who need to configure and start using various features: setting up deals, templates, and dashboards.
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Pros
Act-On
  • Establishes a simple but very decisive way of how to perform specialized marketing work.
  • It includes the monitoring of advertising networks or account management on digital platforms and social networks.
  • The support is solid; it takes all the suggestions and doubts I have regarding the software.
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HubSpot
  • All-in-one software - the main thing HubSpot does well is the breadth of functionality.
  • Easy of use - personally, I find it more intuitive than Marketo, which is the other MAP that I know well.
  • Ads - I like that we can drill down on ads by channel, ad group, campaign, and even create and see performance data at each level.
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Cons
Act-On
  • The designer tools, especially for emails, were often difficult to use. The formatting of the text would be all over the place and change / refuse to change at random. Moving boxes around was shifty and sometimes nearly impossible. It just wasn't customizeable enough. No "undo" functionality either.
  • The only way to collect information expansively over time (there's a term Act-On uses for it, I can't recall) where it adds questions to the form each time a user fills it out, is if the person were to fill out the same form multiple times. I know this does happen for some websites/resources, but as a company that wanted to collect new information each time someone filled out any form, regardless of the resource or the URL, that was simply not an option, and that doesn't really make a lot of sense. I know it's not really possible to track someone but if they filled out the first part of the form and then it added new questions to answer, and then they submitted and got through the gating, that would actually be helpful.
  • There was no "trash can" of sorts in case you deleted something by mistake. This could be so stress-inducing if it was a major project. My coworker did this once, contacted Act-On, they couldn't even recover it.
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HubSpot
  • While Hubspot has added some collaborative tools, I think this could improve. I'd like to see more options to comment on emails and ways of being able to share out changes as well as approval channels.
  • The ability to update ads via the calendar is pretty cumbersome. There's no good way to bulk edit or update. You have go into each one individually.
  • Real time edits would be nice. If you have multiple people working on the same thing, you'll get kicked out and your changes might not be saved.
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Likelihood to Renew
Act-On
It's my single biggest asset in my current role. With limited resources, its enabled Anachron to punch well above our weight marketing wise and although we're still at the beginning of our journey I know the system can scale with us
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HubSpot
Our business relies on the HubSpot platform to manage our marketing, sales and CRM processes. HubSpot marketing automation helps us define our activities and streamlines them in a cohesive and efficient way. Without HubSpot, we will have to revert to the 'old way' of doing everything with a variety of disparate systems.
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Usability
Act-On
It's good, but not quite brilliant. Some parts of the interface are still a bit outdated. The product has been evolving very fast, though, and I believe in a few months it will be up there with the best of them, interface wise as well.
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HubSpot
While there are some frustrating things that pop up unexpectedly ("wait... I can't do X?"), I have found HubSpot to be easy to use and extremely helpful to my daily work. The documentation is really good, and when it's not helpful, the support staff have been amazing.
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Reliability and Availability
Act-On
I have always found them quick to respond to my query by web inquiry. In those instances when I call, I have always reached help quickly. They are conscientious and skilled in discussing my concern and finding a solution to my problem. Other tech organizations should use Act-On as a model for top-notch customer service.
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HubSpot
They have had issues with system availability over the course of days. Sometimes the system is unusable, other times updates simply take a long time to show up. It's better now but, from a reliaibility standpoint, HubSpot is not Salesforce.com yet. Still great software though.
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Performance
Act-On
Great for the most part. Sometimes there are little lags, but that's likely because I'm requesting to see a lot of data at one time.
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HubSpot
With all the new features in HubSpot, the system can get a tad slow sometimes... That said, most of the time it is lightning fast and I have no problems. Because most of the integrations are API, they silently work in the background. I have not had trouble with lag due to HubSpot integration
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Support Rating
Act-On
Since we start using Act-on for ourselves and our clients, we have been supported very well. Often we need to integrate with legacy systems and we find the support team on our side during the whole endeavor. Always asking if they can help us further, always willing to do a better job. The support of Act-On is one of the main differentiators
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HubSpot
During the few times I've needed it, HS support has been accessible, helpful and efficient. Often rolling up their sleeves to make changes for you as opposed to leaving you with a list of instructions to decipher on your own.
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In-Person Training
Act-On
Dan D. was great. He took the time to understand how I needed the program to run, and was very flexible to our special CRM setup.
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HubSpot
I did the 2-day classroom at HubSpot's corporate office in Cambridge. First off, it was amazing to see their corporate office in general. They have such a cool office environment. But it was also great to have the ability to learn in a workshop format with other HubSpot users and meet my Account Manager/ Inbound Marketing Consultant in person.
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Online Training
Act-On
Act-On had a lot of resources, and their staff was great at answering any questions I had to make sure we got started on the right foot. Looking back, I would have preferred some additional training sessions since we didn't have any previous experience with Marketing Automation and best practices.
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HubSpot
I went through Inbound Marketing University in 2006. Great training and helped my transition from traditional (outbound) marketing to inbound marketing that I've been able to apply to a number of businesses from wastewater and water reuse, to professional services and SaaS. Share information of value to build awareness and trust. Answer customers' questions in a transparent way to generate more qualified leads. Understand the difference between a marketing qualified lead and a sales qualified lead and put together a lead nurturing program. Your sales and marketing efforts will see significant ROI.
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Implementation Rating
Act-On
What impressed me most is that Act-On showed full committment in making our implementation successful, even when it required additional support from their team. This gave me a lot of warm and fuzzy feelings. Most other software software vendors are not anywhere close to being this responsive and effective
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HubSpot
My biggest piece of advice for those who are implementing Hubspot is that you need to devote the time up front and learn how to use the product. Once you learn how to use Hubspot, it will be much more effective as well as much easier to use in the long run
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Alternatives Considered
Act-On
Act-On is easier to use than Marketo, but not as visually appealing and user-friendly as HubSpot. It's much better than Pardot, as Pardot feel clunky every step of the way. SharpSpring is comparable because of its price point but surpasses Act-On in its tools and intuitive interface. We selected Act-On because of the pricing model and thought all things would be close to parity with other options. It depends on the team you have. If you have developers and a marketing team that knows some html/css, you can get by with Act-On.
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HubSpot
Other competing software such as Zoho and Boomtown may have more bells and whistles, but it is too cumbersome and has many parts that only advanced users can operate. With HubSpot, each function is within reach of the average agent. It doesn't overpromise and then makes you feel incompetent when you can't use it all...
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Scalability
Act-On
Before I feel like I need more features, the Act-On customer service reps are contacting me telling about new features as part of my account.
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HubSpot
HubSpot is addressing this more and more. Currently you can assign tasks to designated sales teams, which grow as you grow. They've added free baseline products for those just getting started. These and more contribute to the scalability of HubSpot - so I gave it an 8 and am hoping for more in the future!
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Return on Investment
Act-On
  • With the Automated Series, we were able to put in place campaigns that generated revenue that took no time to continue running once set up. This was a positive feature allowing employees to work on another project while the campaign ran on their own.
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HubSpot
  • HubSpot has helped us increased our lead generation.
  • HubSpot has allowed us to continue to grow our customer base without having to spend a ton of marketing dollars on advertising.
  • HubSpot has allowed our company to standardize our process and bring the company onto one platform for sales and marketing.
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ScreenShots

Act-On Screenshots

Screenshot of List Segmentation - Segmentation using behavioral, demographic and/or firmographic dataScreenshot of the Quickstart PageScreenshot of Landing Page Composer - landing pages are designed with a drag and drop function

HubSpot Marketing Hub Screenshots

Screenshot of Marketing Automation with HubSpot - Define workflows for highly targeted and personalized nurturing campaigns that send your leads and prospects the right targeted content at the right point in their decision-making process.Screenshot of HubSpot Analytics - Track engagement with your entire funnel with real-time reporting on website performance, traffic and marketing effectiveness.Screenshot of HubSpot Social Media - Don’t batch and blast. HubSpot’s social media publishing helps you become smarter about the way you schedule and publish content on social media.Screenshot of HubSpot Blogging and SEO - HubSpot provides an integrated set of tools for Search Engine Optimization (SEO) which makes getting found online a natural part of your inbound marketing mix. More than a simple CMS, HubSpot provides an integrated authoring view with SEO-oriented suggestions as you write blog posts.Screenshot of Marketing Automation with HubSpot - Define workflows for highly targeted and personalized nurturing campaigns that send your leads and prospects the right targeted content at the right point in their decision-making process.Screenshot of HubSpot Contacts - Integrating with most common CRMs, HubSpot provides a seamless view of your contacts, allowing you to customize and personalize email communications.