What users are saying about

Act-On

328 Ratings

Marketo

Top Rated
1549 Ratings

Act-On

328 Ratings
Score 7 out of 101

Marketo

Top Rated
1549 Ratings
Score 8 out of 101

Add comparison

Likelihood to Recommend

Act-On

I think Act-On would work equally well for small to large companies. If you are less confident or experienced in automation and funneling, Act-On genuinely invests in the expertise to guide and support you so you can be continually learning and developing your skills and application for the platform. You never feel you are in the deep end
Sue Maldonado profile photo

Marketo

Marketo is an excellent Marketing Automation Platform geared towards marketers. If you are looking for a platform that is easy to use for both Marketing and Sales, this platform may be tricky to onboard. Marketo Smart Lists is a key feature and a very helpful tool for marketers when trying to target a specific group of people. The filters within Smart Lists are extensive and nearly every filter you can think of is available. The ability to create an AMB campaign in Marketo was a key project for our team to undertake. The Account Based Marketing tool within Marketo proved to be useful and helpful when targeting specific high producing prospects. However, you are limited to the number of accounts you can create for your ABM campaign. It would be helpful if this number was not capped.
Whitney Slothower profile photo

Feature Rating Comparison

Email & Online Marketing

Act-On
7.5
Marketo
7.7
WYSIWYG email editor
Act-On
7.3
Marketo
7.4
Dynamic content
Act-On
6.9
Marketo
7.5
Ability to test dynamic content
Act-On
6.6
Marketo
7.3
Landing pages
Act-On
7.8
Marketo
7.5
A/B testing
Act-On
8.0
Marketo
7.4
Mobile optimization
Act-On
7.7
Marketo
7.2
Email deliverability
Act-On
8.8
Marketo
8.1
List management
Act-On
6.0
Marketo
8.6
Triggered drip sequences
Act-On
8.3
Marketo
8.5

Lead Management

Act-On
6.7
Marketo
8.3
Lead nurturing
Act-On
6.3
Marketo
8.6
Lead scoring and grading
Act-On
6.9
Marketo
8.4
Data quality management
Act-On
7.1
Marketo
7.7
Automated sales alerts and tasks
Act-On
6.4
Marketo
8.4

Campaign Management

Act-On
7.5
Marketo
7.4
Calendaring
Act-On
6.8
Marketo
6.6
Event/webinar marketing
Act-On
8.3
Marketo
8.1

Social Media Marketing

Act-On
6.7
Marketo
6.9
Social sharing and campaigns
Act-On
6.4
Marketo
7.0
Social profile integration
Act-On
7.0
Marketo
6.8

Reporting & Analytics

Act-On
5.3
Marketo
6.9
Dashboards
Act-On
4.7
Marketo
6.8
Standard reports
Act-On
5.7
Marketo
7.2
Custom reports
Act-On
5.6
Marketo
6.8

Platform & Infrastructure

Act-On
6.5
Marketo
7.8
API
Act-On
8.0
Marketo
8.0
Role-based workflow & approvals
Act-On
6.4
Marketo
7.8
Customizability
Act-On
5.1
Marketo
7.8
Integration with Salesforce.com
Act-On
8.0
Marketo
8.9
Integration with Microsoft Dynamics CRM
Act-On
4.1
Marketo
7.5
Integration with SugarCRM
Act-On
7.1
Marketo
7.0

Pros

  • Behaviour Analysis. Anachron allows me to monitor all user behaviour on our websites, landing pages, emails webinars and other items. This knowledge, even the anonymous company data around who is on our sites and what they are doing is invaluable.
  • Email marketing and list management. Act-On's list management and email capabilities compare very favourably with some of the higher end automation tools I've used in the past. Although it has its quirks, it stands up strong against its biggest competitors in this regard.
  • Sales Support. The Act-On Anywhere Chrome Extension has rapidly become a must have item for our entire sales team. This recent addition to Act-On gives much greater insight into prospect behaviour to sales and most importantly enables the to get access to that information without having to log into another system, It's included right there in their emails and their web browser. The Act-On tab in Salesforce is also of great interest to our sales team.
Damian Leslie profile photo
  • Flexibility. If you can imagine it, you can automate it with Marketo. They make nearly every behavioral action and data point accessible for automation and workflows. Not all platforms, even the other market leaders do this.
  • An impressive roadmap. I started using Marketo when it was essentially a place for email and storing leads. They have an impressive vision that they've executed on fairly well. Specifically, web personalization tools and integrating AI. It gives me confidence in the future of the platform and their ability to innovate.
  • Integrations. The Salesforce integration is excellent. So much better than Pardot's despite being Salesforce owned. The ad bridge integrations with Facebook, LinkedIn, etc are really useful for building segments.
Austin Schmidt profile photo

Cons

  • Program automation: the only feature I miss from Eloqua, which I used in a previous role, is the drag and drop canvas for building out a drip campaign. Act-On's functionality works perfectly, but the fact it's all listed in one vertical line makes it slightly more difficult to visualize the flow. Having said that, the tools are all there, it could just do with some extra visualization when it comes to making complex programs.
  • Website prospector. This is one of the features I use very heavily and although the new version recently launched is a big improvement, there's still room for more info. It's by no means bad, but I'd like to see some extra info in here.
  • Forms: Id like to see a more visual formbuilder, in line with the landing page improvements recently made. The form works great but are quite plain visually. This could be improved and remove the need for extra tools in WordPress/other programs.
Damian Leslie profile photo
  • Period costs - updating these is a manual process and there is no way to upload on mass. Keeping these updated is a massive manual effort.
  • UI - currently quite dated looking, but I know there is new UI coming.
David Da Silva profile photo

Likelihood to Renew

Act-On8.9
Based on 112 answers
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
Damian Leslie profile photo
Marketo8.1
Based on 137 answers
Marketo is a part of our business and right now there's no going back.
Robert Barrett, MBA profile photo

Usability

Act-On7.2
Based on 31 answers
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.
Diogo Cabral profile photo
Marketo7.4
Based on 88 answers
Marketo is best used for enterprise companies with large Marketing staffs who can attend to the multiple needs of the platform. A developer and designer are best to maximize the use of the platform.
Romy Ribitzky profile photo

Reliability and Availability

Act-On9.1
Based on 14 answers
This product has never been down when I needed it
Ian Nate profile photo
Marketo8.6
Based on 20 answers
Marketo has never been unavailable that I've seen other than regularly scheduled maintenance which is announced in advance.
Robert Barrett, MBA profile photo

Performance

Act-On8.2
Based on 13 answers
Act-On just keeps improving.
Angie J Anderson profile photo
Marketo7.8
Based on 26 answers
Pages do not load quickly and caching is not available with Marketo. Google PageSpeed ranks it pretty low, which is something I'm hoping they'll improve in future releases.
Robert Barrett, MBA profile photo

Support

Act-On8.8
Based on 38 answers
Everyone on their team is friendly, helpful, and knowledgeable. Whenever I have a question I know it will be answered in a timely fashion. They understand my questions and are able to find solutions to what I need.
Elizabeth Lepisto profile photo
Marketo6.9
Based on 77 answers
They really dig deep to provide answers and when we bring them problems they take an interest in seeing things resolved.
Robert Barrett, MBA profile photo

In-Person Training

Act-On8.7
Based on 4 answers
My Account Manager has led me through countless amounts of training on the product as a whole and through some of my integrations.
Vinny Poliseno profile photo
Marketo7.0
Based on 10 answers
I took in-person training at their annual summit and loved the exposure it gave me to other Marketing users.
Robert Barrett, MBA profile photo

Online Training

Act-On9.3
Based on 16 answers
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.
Carrie Scheetz profile photo
Marketo2.8
Based on 25 answers
Great training system- mostly just a matter of setting aside the time to get in there and learn the system
Kristi Eide profile photo

Implementation

Act-On8.6
Based on 22 answers
Make sure you have specific goals and define success, that can greatly speed things up.
Diogo Cabral profile photo
Marketo7.4
Based on 36 answers
I inherited a well-oiled machine.
Robert Barrett, MBA profile photo

Alternatives Considered

I used Eloqua in my previous role and while it was a great tool I found it very cumbersome and difficult to work with. It's interface was old and it was actually quite a task to get many terms created, designed and aligned as I liked within that tool. Also, the costs for the platform were extremely high. Act-On was a real breath of fresh air for me. Its a much more intuitive interface, and much easier to work with. Although it may not have all of the bells and whistles that some of the bigger players have, it does a lot more than just the basics and gets them right as wel. It also has some cool little innovations of its own as well, the Act-On Anywhere tool is really interesting and valuable, not just to marketers but for sales staff as well. But overall, value for money is much greater with Act-On and that's a key concern for any business
Damian Leslie profile photo
Marketo's ability to have multiple brands/business units within a company in a single instance with the respective governance from users-roles and permissions, independent databases, independent content but with the facility of creating templates from headquarters to be shared through the multiple subsidiaries maintaining at the same time quality of the database is a no-brainer v.s. multiple instances out of control :)
Patricia Villalobos profile photo

Scalability

Act-On9.1
Based on 1 answer
No answer on this topic is available.
Marketo7.3
Based on 6 answers
We have noticed performance issues when large jobs are submitted. Typically involving imports or massive data changes but we've noticed slowdowns and bottlenecks.
Robert Barrett, MBA profile photo

Return on Investment

  • Incredible time saver
  • Faster lead conversion
  • Savings on employee expenses.
Richard Longo profile photo
  • Employee productivity went up a certain degree - but we came from hard coding every single page of our website and building new landing pages. And actually hardcoding forms. So all of those things improved, but then it was "how do I make Marketo do XYZ?" and then there's a time investment there. In the end, productivity went up, but time is spent rigging Marketo instead of doing what we want Marketo do to for us.
  • Increased efficiency for webinars. I suppose they did get a little easier when we finally figured out there was a GTW integration (after 18 months of using both tools separately, just happened to stumble across it one day).
Carissa Crittenden profile photo

Pricing Details

Act-On

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Yes
Entry-level set up fee?
Required
Act-On Editions & Modules
Act-On
Edition
Professional
$9001
Enterprise
$2,0002
1. per month (starts at 2,500 active contacts)
2. per month ( starts at 2,500 active contacts)
Additional Pricing Details
The 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.

Marketo

General
Free Trial
Yes
Free/Freemium Version
Premium Consulting/Integration Services
Yes
Entry-level set up fee?
Optional
TBD*
1.  depends on scope and complexity
Marketo Editions & Modules
Marketo
Edition
Spark
$8951
Standard
$1,7951
Select
$3,1951
1. per month up to 10,000 records
Additional Pricing Details
For the Enterprise edition, contact Marketo for a custom quote.