Marketo vs Act-On: The Ultimate Marketing Automation Showdown

Marketo and Act-On are popular marketing automation platforms with different features and use cases. Marketo is best suited for enterprise-level organizations, B2B companies with long sales cycles, and teams with technical resources. It offers advanced lead scoring, robust email marketing tools, comprehensive ABM capabilities, AI-driven features, and a wide range of integrations. Act-On is generally better for small to medium-sized businesses, B2B and B2C companies with shorter sales cycles, and marketing teams seeking ease of use. Its key features include adaptive journeys, website visitor tracking, user-friendly workflows, and solid integration capabilities. Both platforms have pricing models based on the number of contacts, but Marketo is generally more expensive for larger contact lists.