Act-On vs Marketo: Pricing and Ratings Compared (2026)
Entry prices and free plans as read on each vendor's pricing page, and user ratings as published on review sites, for Act-On and Marketo side by side. This page compares data; it is not a hands-on review.
On the data: On the data below, Act-On leads on higher user rating. We do not name an overall winner for this pair.
Short on time? Here's the quick answer
Based on published vendor pricing and features and on public review data, here's who should pick what:
Act-On
Marketing automation for growth
Marketo
Orchestrate cross-channel campaigns with AI personalization and revenue attribution
Best for you if:
- • You want to orchestrate cross-channel campaigns with AI personalization and revenue attribution
| At a Glance | Act-On | Marketo |
|---|---|---|
Starts at | From $900/mo flat, billed monthly Professional plan | Not published |
Category | Marketing Automation Email Marketing | Marketing Automation Email Marketing |
Rating | 4.2/5 G2 4.1 · Capterra 4.3 · TrustRadius 4.2 1,558 reviews | 3.8/5 G2 4.1 · SourceForge 2.5 3,163 reviews |
Free plan | No | No |
Watch out for | Potential onboarding/setup fees | Add-ons like Marketo Measure can increase price |
Choose Act-On or Marketo?
Choose Act-On if
- You need marketing automation features specifically.
Choose Marketo if
- You want to orchestrate cross-channel campaigns with AI personalization and revenue attribution
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
- Pro: Flexible pricing model based on active contacts marketed to, not total database size.
- Pro: Comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement.
- Pro: Strong emphasis on customer support and professional services, including implementation and migration assistance.
- Pro: Advanced AI capabilities for marketing analytics, segmentation, and email content generation.
- Pro: High email deliverability rates due to proprietary SMTP servers and expert services, ensuring compliance with regulations like CAN-SPAM, CCPA, GDPR, and HIPAA.
Weaknesses
- Con: Specific pricing details are not transparently listed and require contacting sales for a quote.
- Con: While AI is mentioned, the extent of its application across all features isn't fully detailed.
- Con: The platform's complexity for new users or smaller teams without dedicated marketing resources is not explicitly addressed.
Key features
Marketo
Orchestrate cross-channel campaigns with AI personalization and revenue attribution
It's best suited for large enterprises with significant marketing budgets and complex automation needs.
Watch out
Add-ons like Marketo Measure can increase price
Strengths
- Pro: Deep cross-channel orchestration in a single platform
- Pro: Robust multi-touch attribution links marketing spend to revenue
- Pro: Scales to millions of contacts with enterprise-grade reliability
- Pro: Tight integration with Salesforce and the wider Adobe Experience Cloud
- Pro: AI-driven personalization across email, web, and chat
Weaknesses
- Con: No public pricing-plans start around $40K/year and can exceed $1M
- Con: Steep learning curve requiring dedicated admin or consultant
- Con: Implementation timeline typically runs several months
- Con: Database-size pricing model makes costs unpredictable as contacts grow
- Con: UI feels dated compared to newer marketing automation tools
Key features
Plans and prices: Act-On vs Marketo
| Tool | Plans and prices | Source |
|---|---|---|
| Act-On |
| act-on.com/pricing read Nov 7, 2026 |
| Marketo | No plan prices on file | business.adobe.com/products/marketo/pricing.html read Oct 3, 2026 |
Prices as read on each vendor's own pricing page on the date shown. Plans are listed per tool and are not matched against the other tool's plans: a plan name or price in one column says nothing about the same row in the other. Details on Act-On pricing and Marketo pricing.
Key Takeaways
Act-On
- Higher user rating: 4.2/5 vs 3.8/5
Marketo
- Choose Marketo if you want to orchestrate cross-channel campaigns with AI personalization and revenue attribution
What the data shows
On the data below, Act-On leads on higher user rating. We do not name an overall winner for this pair.
- Act-On has the higher user rating (4.2/5 from 1,558 reviews for Act-On, 3.8/5 from 3,163 reviews for Marketo).
- Act-On starts at $900/mo flat, billed monthly; Marketo has no public paid plan price on file.
Criteria: user rating (only above 20 reviews on both sides, gap of 0.2 or more), entry price (only on the same billing basis), free plan. How we rate
Frequently Asked Questions
How do Act-On and Marketo compare in 2026?
On the data below, Act-On leads on higher user rating. We do not name an overall winner for this pair. Act-On has the higher user rating (4.2/5 from 1,558 reviews for Act-On, 3.8/5 from 3,163 reviews for Marketo). Act-On starts at $900/mo flat, billed monthly; Marketo has no public paid plan price on file.
What are Act-On and Marketo used for?
Act-On: Marketing automation for growth. Marketo: Orchestrate cross-channel campaigns with AI personalization and revenue attribution.
What does Act-On cost vs Marketo?
Act-On's cheapest paid plan is Professional at $900/mo flat, billed monthly. Marketo has no public paid-plan price on file. Prices read on the vendors' pricing pages, latest check Nov 7, 2026.
What's the main difference between Act-On and Marketo?
Act-On's main strength: flexible pricing model based on active contacts marketed to, not total database size. Marketo's main strength: deep cross-channel orchestration in a single platform.
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