Act-On vs Hubspot Marketing: Which is Better in 2026?
Choosing between Act-On and Hubspot Marketing comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
Bottom line: Hubspot Marketing wins this matchup. HubSpot is our overall Marketing Automation pick. HubSpot is our free Marketing Automation pick. Pick Act-On if you need its specific feature set.
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
Act-On
Marketing automation for growth
Best for you if:
- • You want flexible pricing model based on active contacts marketed to, not total database size
- • You want comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement
Hubspot Marketing
Marketing automation by HubSpot
Best for you if:
- • You want complete inbound marketing platform
- • You want excellent CRM integration
| At a Glance | Act-On | Hubspot Marketing |
|---|---|---|
Starts at | Custom | FreeFree tier available |
Best For | Marketing Automation | Marketing Automation |
Rating | 4.2/5 | 4.4/5 |
Free plan | - | Yes |
Choose Act-On or Hubspot Marketing?
Choose Act-On if
Marketing automation for growth
- You want flexible pricing model based on active contacts marketed to, not total database size
- You want comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement
Choose Hubspot Marketing if
Marketing automation by HubSpot
- You want complete inbound marketing platform
- You want excellent CRM integration
| Feature | Act-On | Hubspot Marketing |
|---|---|---|
| Pricing Model | Contact | Freemium |
| User Rating | ★4.2/5 1,558 reviews | ★4.4/5 14,991 reviews |
| Categories | Marketing AutomationEmail Marketing | Marketing AutomationEmail Marketing |
In-Depth Analysis
Act-On
Marketing automation for growth
However, this often indicates a higher price point, likely placing it in the expensive category compared to market averages for similar feature sets.
Watch out
Potential onboarding/setup fees
Strengths
- +Flexible pricing model based on active contacts marketed to, not total database size.
- +Comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement.
- +Strong emphasis on customer support and professional services, including implementation and migration assistance.
- +Advanced AI capabilities for marketing analytics, segmentation, and email content generation.
- +High email deliverability rates due to proprietary SMTP servers and expert services, ensuring compliance with regulations like CAN-SPAM, CCPA, GDPR, and HIPAA.
Weaknesses
- -Specific pricing details are not transparently listed and require contacting sales for a quote.
- -While AI is mentioned, the extent of its application across all features isn't fully detailed.
- -The platform's complexity for new users or smaller teams without dedicated marketing resources is not explicitly addressed.
Key features
Hubspot Marketing
Marketing automation by HubSpot
HubSpot Marketing's pricing is generous for small businesses with its robust Free Tools and Starter tier at $20/month.
Watch out
Onboarding fees for higher tiers
Strengths
- +Complete inbound marketing platform
- +Excellent CRM integration
- +Powerful marketing automation
- +Great for content marketing
- +Comprehensive analytics
Weaknesses
- -Very expensive, with paid tiers starting at a high price point
- -Steep learning curve
- -Contracts are inflexible
- -Can be overkill for small businesses
- -Some features feel basic individually
Key features
Pricing: Act-On vs Hubspot Marketing
| Plan | Act-On | Hubspot Marketing |
|---|---|---|
| Tier 1 | Contact Professional | Free Free Tools |
| Tier 2 | Contact Enterprise | $20 month Starter |
| Tier 3 | N/A | $890 month Professional |
Pricing verified from each vendor's public pricing page. Compare in detail on Act-On pricing and Hubspot Marketing pricing.
Who Should Use What?
On a budget?
Both are contact. Compare plans on their websites.
Go with: Hubspot Marketing
Want the highest-rated option?
Act-On: 4.2/5 (1,558 reviews). Hubspot Marketing: 4.4/5 (14,991 reviews).
Go with: Hubspot Marketing
Value user reviews?
Act-On: 1,558 reviews (4.2/5). Hubspot Marketing: 14,991 reviews (4.4/5).
Go with: Hubspot Marketing
3 Questions to Help You Decide
What's your budget?
Act-On is contact. Hubspot Marketing is freemium. Hubspot Marketing lets you start free.
What's your use case?
Both are marketing automation tools. Compare their specific features to decide.
How important are ratings?
Hubspot Marketing is rated higher: 4.4/5 vs 4.2/5.
Key Takeaways
Hubspot Marketing
- Higher user rating: 4.4/5 vs 4.2/5
- Larger review base (14,991 reviews)
- Free tier available
- Our pick for this comparison
Act-On
- Choose if you want marketing automation for growth
The Bottom Line
Hubspot Marketing wins this matchup. HubSpot is our overall Marketing Automation pick. HubSpot is our free Marketing Automation pick.
Frequently Asked Questions
Is Act-On or Hubspot Marketing better?
Hubspot Marketing is rated in our evaluation. Act-On is contact and Hubspot Marketing is freemium.
What are Act-On and Hubspot Marketing used for?
Act-On: Marketing automation for growth. Hubspot Marketing: Marketing automation by HubSpot.
What does Act-On cost vs Hubspot Marketing?
Act-On is a paid tool. Hubspot Marketing is freemium (free tier + paid plans). Visit their websites for detailed pricing.