Act-On vs HubSpot Marketing Automation: A Comprehensive Comparison

Marketing automation platforms have become indispensable for businesses seeking to engage audiences, nurture leads, and streamline their marketing workflows. Act-On and HubSpot are top contenders, each offering unique tools to support marketing teams in automating campaigns, tracking engagement, and maximizing conversions. We researched and tested them to help you decide which platform best aligns with your needs.

Act-On is a marketing automation platform designed for companies that need an easy-to-use solution with human-to-human support and hands-on onboarding. This allows them to fully customize the platform to their specific needs without paying for expensive consultants. Its key strengths are flexibility, powerful analytics, and strong automation capabilities for B2B marketers. Unlike HubSpot, Act-On is built to integrate seamlessly into your existing ecosystem, offering compatibility with nearly any CRM or data platform. Overall, Act-On is tailored for marketers with more nuanced needs that mainstream platforms can’t meet. Its transparent pricing model is ideal for those seeking scalability, offering robust features without hidden costs.

On the other hand, HubSpot is a widely recognized all-in-one CRM with marketing automation that’s very modular and flexible. It offers powerful CRM capabilities with marketing, sales, customer service, and e-commerce add-ons that can be selected a la carte. It’s a streamlined solution for the average marketer who needs an automation platform that can perform general marketing tasks. However, HubSpot’s approach is to get you into its ecosystem, so it doesn’t integrate well with third-party solutions. Moreover, it has a hands-off, self-service customer support approach for non-enterprise users.

In this article, we’ll examine the strengths and weaknesses of Act-On vs Hubspot in the following categories:

• Customer support
• Email & automated workflows
• CRM & integrations
• Analytics & reporting
• Pricing & scalability

Let’s dive into the details, starting with a complete overview of the comparison in the table below:

Comparison Summary: Act-On vs. HubSpot

Category
Customer Support	Prioritizes human-to-human customer support for all plans and even offers 24/7 live assistance as a paid option. Offers personalized onboarding, migration services, and ongoing strategy sessions. Ideal for businesses that value hands-on guidance and comprehensive support.	Self-service support with a tiered system based on plan levels. Free users rely on forums and a knowledge base, while paid plans include chat and email support. HubSpot Academy offers extensive tutorials and certifications. Great for small teams that prefer DIY resources.
Email & Automated Workflows	Advanced email design system with dynamic content blocks, multi-variant testing, and custom coding. Flexible workflows support complex branching logic, multi-channel campaigns, and deep personalization. Excellent for marketers managing sophisticated campaigns across channels.	Simple drag-and-drop email builder with responsive templates. Conditional workflows are beginner-friendly but limited in complexity. Basic A/B testing for email campaigns. Suitable for straightforward campaigns and small teams.
CRM & Integrations	Robust native integrations with major CRMs like Salesforce, Microsoft Dynamics, and SugarCRM. Includes bi-directional sync, automated data cleansing, and API support for custom integrations. Perfect for businesses with diverse tech stacks or complex data requirements.	HubSpot’s built-in CRM integrates seamlessly with its ecosystem. External integrations (ex., Salesforce) require premium plans and paid consultants to set them up correctly. Best suited for businesses using the full HubSpot suite.
Analytics & Reporting	Advanced analytics suite powered by AI, including predictive analytics and engagement scoring. Customizable metrics and rich visualization options like heat maps and live boards. Exceptional for teams needing enterprise-grade analytics and actionable insights.	Over 170 pre-built templates for reporting. Custom dashboards and AI-generated summaries offer accessible insights but are limited in depth. Visualization tools are basic. Works well for smaller teams needing quick and easy reporting.
Pricing	Starts at $900/month, allowing for unlimited database size with full historical tracking, while charging only for contacts actively marketed to each month. All essential features are included upfront with no hidden costs, making it a transparent and scalable solution.	Starts at $20/month but imposes strict limits on active marketing contacts. Users must delete contacts, losing historical data, or pay significantly more to expand their database. Costs also rise quickly with added features, integrations, and advanced tools, making it far less transparent.
Scalability & Flexibility	Exceptionally scalable with robust flexibility for workflows, integrations, and analytics. Act-On’s Marketing Network feature provides parent-child instances for distributed teams, agencies, and OEMs. Tailored for growing enterprises and businesses with unique, evolving requirements.	Designed for small to mid-sized businesses with straightforward workflows. Limitations like contact-based pricing, seat restrictions, and locked features reduce its flexibility, particularly for enterprises or complex organizations. Must pay extra for parent-child instances.
Security	Comprehensive security, including multi-factor authentication, email alerts, ISO 27001 certification, and HIPAA compliance. A strong choice for enterprises requiring rigorous security measures.	Standard features include two-factor authentication, SSL, and user permissions. Adequate for most SMBs but lacks enterprise-grade certifications.

Customer Experience & Support: A Tale of Two Approaches

When choosing a marketing platform, support can make or break your experience. After all, you want a partner that helps you drive meaningful results. Let’s see how Act-On and HubSpot stack up when it comes to supporting their users.

Act-On: Hands-On Guidance Every Step of the Way

Act-On’s customer support strategy is built around one idea: proactive partnership. Every client, regardless of their subscription tier, has access to live, human-to-human support. But they don’t stop there. You’re assigned a dedicated customer success manager who will help you through onboarding, guide your strategy, and ensure you’re maximizing the platform’s value. Need help migrating your data? Act-On can handle it. Unsure how to optimize your campaigns? They’ll walk you through it step by step.

Act-On also offers regular strategy sessions tailored to your business goals and robust documentation to empower your team. This high-touch approach ensures you’re never left feeling stuck or unsupported. Plus, Act-On actively listens to user feedback, frequently rolling out updates that reflect what their customers need most.

If you’re an enterprise or mid-sized business that values close guidance and reliable expertise, Act-On’s approach feels like having a trusted partner right by your side.

HubSpot: Self-Service Marketing Automation with Scalable Options

HubSpot takes a different approach. Its support model scales with your subscription level, offering varying degrees of assistance. Free users have access to an impressive knowledge base packed with FAQs, tutorials, and resources from HubSpot Academy. This DIY-friendly model empowers teams that prefer to learn as they go.

For paid users, support becomes more hands-on: chat and email assistance are available, and enterprise clients can access dedicated account managers. However, onboarding and migration support are more limited than those provided by Act-On. HubSpot’s self-service ethos works best for small teams or businesses comfortable navigating technical challenges with the help of guides and forums.

The Verdict

When it comes to customer experience, Act-On is the clear leader for organizations that value personalized guidance and proactive support. HubSpot is better suited for teams comfortable with self-service options or those operating on smaller budgets.

Email & Automated Workflows: Balancing Power and Simplicity

Email is still one of the most effective tools in a marketer’s arsenal, but the platform you choose can make or break your campaigns. Let’s dive into how Act-On and HubSpot approach email and automated workflows.

Act-On: Powerful Capabilities with Ease

Act-On stands out as an easy-to-use platform built for marketers who demand precision and control. Its email design system is packed with advanced capabilities that allow for highly customized, professional campaigns. In addition to simplistic drag-and-drop email builders, Act-On also offers many customization options like dynamic content blocks, custom HTML, and CSS editing. With Act-On, you can easily create messages tailored to every audience segment.

Act-On’s segmentation capabilities deserve a special mention. Using behavioral triggers, demographic data, and engagement history, you can create deeply personalized campaigns. These aren’t just one-off emails—they’re part of sophisticated workflows that can span multiple channels, including email, SMS, and web. Unlike HubSpot, there’s no need to create a new list for each and every task at hand. 

The workflow builder is equally robust, offering complex branching logic to enable multi-step campaigns. For example, if a prospect opens an email but doesn’t click the call-to-action, Act-On can automatically trigger a follow-up email with a revised offer. And if they do click? The workflow can route them to a different, tailored sequence altogether.

Act-On also excels at deliverability optimization, which ensures your emails land in the inbox, not the spam folder. Built-in tools flag potential issues, and integrations with industry-leading services like Litmus and SpamAssassin provide added layers of analysis. For testing, Act-On supports multi-variant experiments on subject lines, body content, and visuals, giving marketers the actionable data they need to evaluate and improve performance.

HubSpot: Simple but Limiting

HubSpot’s email marketing automation capabilities are designed with simplicity in mind. Its drag-and-drop email builder offers a wide selection of responsive templates, making it easy for teams without design expertise to create professional-looking emails. Personalization options, powered by HubSpot’s CRM, allow users to insert dynamic fields like first names or recent purchase details.

For automation, HubSpot offers a visual workflow builder. While it supports basic conditional logic, such as “if a lead downloads a white paper, send a follow-up email”, it lacks the depth of Act-On’s branching logic. This makes it ideal for simpler campaigns, like nurturing a lead through a standard funnel or onboarding new customers. Additionally, HubSpot defaults to lists for segmentation, which is far less sophisticated than Act-On’s behavioral and demographic-based segmentation options.

A/B testing is supported for single-step campaigns, but the platform doesn’t extend this functionality to multi-step workflows. Additionally, HubSpot’s deliverability tools are limited compared to Act-On’s integrations and monitoring features. While HubSpot works well for straightforward campaigns, marketers managing complex workflows may find its limitations frustrating.

The Verdict

If your business relies on sophisticated, multi-channel campaigns and highly personalized email marketing, Act-On is the clear winner. It provides the depth, flexibility, and tools needed to execute complex workflows effectively.

HubSpot, on the other hand, works for teams that prioritize using one system for both CRM and marketing automation. If you’re already working within HubSpot’s ecosystem and don’t require advanced customization, HubSpot marketing automation might suffice.

CRM & Integrations: Flexibility vs. Ecosystem

When it comes to CRM and integrations, the ability to connect seamlessly with other tools can make a huge difference in your marketing success. Let’s explore how Act-On and HubSpot handle this critical aspect.

Act-On: Built for Flexibility

Act-On is like the marketing automation equivalent of a master key, which fits seamlessly into a variety of systems and workflows. The platform offers native connectors for major CRMs like Salesforce, Microsoft Dynamics, and SugarCRM, along with real-time, bi-directional sync capabilities. This ensures that your marketing and sales teams are always working with up-to-date information, no matter which system they’re in.

But Act-On doesn’t stop at out-of-the-box integrations. Its open API architecture allows developers to create custom connectors, enabling businesses to integrate with niche tools or proprietary platforms. For organizations managing complex data structures, Act-On supports custom objects and field mappings, giving you full control over how your data flows between systems.

Other standout features include Act-On’s automated data cleansing and enrichment tools, which help maintain data accuracy and consistency. Let’s say you’re working with a sprawling customer database: Act-On can automatically identify duplicates, fill in missing fields, and ensure your data is campaign-ready. This reduces manual workload and keeps your campaigns running smoothly.

For businesses with intricate tech stacks and unique needs, Act-On’s emphasis on flexibility and integration capabilities makes it a powerhouse solution.

HubSpot: An Extensive but Closed–Ecosystem

HubSpot takes a different approach: rather than integrating into every system out there, it offers its own built-in CRM as the foundation of its platform. For teams already using HubSpot’s suite of tools, this all-in-one ecosystem offers simplicity and convenience. Everything from email marketing to customer service lives in one place, with data flowing seamlessly between modules.

External integrations, however, are more limited. While HubSpot offers many connectors for tools like Salesforce, these integrations often require additional costs or come with restrictions unless you’re on a premium plan. For example, Salesforce integration doesn’t include full functionality unless you upgrade to a higher-tier subscription.

HubSpot’s API capabilities are robust enough for straightforward use cases, but they aren’t ideal for businesses with complex data needs. Features like custom objects and advanced field mappings are locked behind higher-priced subscription tiers. For smaller businesses with simpler workflows, this may not be a dealbreaker, but larger organizations could find it limiting.

The Verdict

If your business already relies on tools like Salesforce or you need advanced customization, Act-On is the clear choice. Its flexibility, robust API, and automated data management tools make it a natural fit for organizations with complex CRM requirements.

However, if you’re looking for a one-stop-shop solution and don’t want to worry about third-party integrations, HubSpot marketing automation excels. Its built-in CRM and ecosystem approach suits smaller companies and those looking for a single platform.

Analytics & Reporting: Depth vs. Simplicity

Data drives decisions, but the right analytics tools can mean the difference between surface-level insights and game-changing revelations. Let’s break down how Act-On and HubSpot approach analytics and reporting.

Act-On: Advanced Insights at Your Fingertips

Act-On is built for marketers who need actionable insights. The platform’s AI-powered analytics suite goes beyond traditional reporting by incorporating advanced features like predictive analytics and customer engagement scoring. For example, Act-On can identify which prospects are most likely to convert based on their behavior, helping your team prioritize efforts where they’ll have the biggest impact.

Customization is another key strength. Act-On allows users to define their own metrics, ensuring you can measure the KPIs that matter most to your business. Whether you’re tracking the ROI of a multi-channel campaign or analyzing engagement by customer segment, Act-On gives you the flexibility to tailor reports to your goals.

Visualization tools are equally impressive. From heat maps and geo-mapping to interactive dashboards, Act-On’s reports are designed to make data digestible and actionable. The platform’s live boards take things a step further, transforming raw data into clear, real-time insights. Imagine having a dashboard that not only shows you what’s happening but also highlights trends and opportunities you might have missed.

For enterprise users, Act-On’s advanced analytics capabilities are a game-changer, offering the depth and granularity needed to improve performance at every level.

HubSpot: Accessible but Lacking Depth

HubSpot’s analytics tools are designed with simplicity in mind. Even if you’re not a data expert, you can quickly pull together reports using the platform’s extensive library of over 170 pre-built templates. These templates cover common needs like email performance, website traffic, and lead generation, making it easy to track key metrics without starting from scratch.

However, HubSpot’s focus on simplicity comes with some trade-offs. The platform’s visualization options are more basic, including bar charts and line graphs rather than heat maps or interactive dashboards. While this works well for straightforward reporting, it might feel limiting for teams that rely on more advanced analytics to drive strategy.

Data source integration is another area where HubSpot shows its limitations. Lower-tier plans restrict the ability to pull in data from external sources, and export options are similarly limited unless you’re on a higher plan. For small to mid-sized businesses, this may not be an issue, but enterprise users could find it restrictive.

That said, HubSpot marketing automation does leverage AI to assist with content optimization, offering suggestions for improving campaigns based on reporting results. It’s a nice touch, but it doesn’t quite match the depth of Act-On’s AI-powered insights.

The Verdict

For organizations that need deep, customizable analytics and advanced visualization tools, Act-On is the clear leader. Its ability to provide actionable, granular insights makes it an invaluable resource for data-driven marketers.

HubSpot, on the other hand, is better for teams that don’t require advanced analytics. If your reporting needs are straightforward and you’re looking for pre-built simplicity, HubSpot delivers.

Pricing & Scalability: Transparency vs. Growth Costs

When choosing a marketing automation platform,  it’s important to consider associated costs and long-term scalability. Here’s how Act-On and HubSpot compare when it comes to pricing and scaling with your business.

Act-On: Transparent and Predictable

Act-On keeps its pricing straightforward, which is a breath of fresh air in a world where hidden fees often sneak up on you. Plans start at $900 per month, and what you pay is based solely on your active contacts, not your entire database. This means you’re only charged for the contacts you’re actively marketing to, which can lead to significant cost savings as your business grows.

One of Act-On’s biggest strengths is that it offers unlimited users and all essential marketing automation features are included upfront. There’s no need to upgrade to higher tiers to access tools like multi-channel workflows or AI-driven analytics. While Act-On does offer premium add-ons such as InSite AI Web Agent, advanced analytics, and 24/7 customer support, the associated costs are transparent from the start.  For enterprise organizations with large contact databases, this predictability makes budgeting and long-term planning much easier.

Act-On’s Marketing Network feature further enhances scalability, allowing organizations to easily add multiple instances with ease. This parent-child instance setup provides full control over permissions and enables shared marketing assets, ensuring consistency and efficiency across multiple business units or teams.

For businesses looking to scale, Act-On’s pricing model eliminates cost uncertainty. You know exactly what you’re paying for, which makes it an attractive option for companies that value financial clarity.

HubSpot: Low Entry, High Growth Costs

HubSpot’s pricing strategy starts low, which is great for small businesses dipping their toes into marketing automation. The Starter plan begins at just $20 per month, offering essential features like email marketing and basic CRM tools. However, as your business grows and your needs expand, costs can add up quickly.

HubSpot charges based on the number of marketing users and the total size of your contact database, not just your active contacts. This means that your bill grows as your audience grows, even if you’re not actively engaging with every contact on a monthly basis. Additionally, access to advanced features such as multi-channel workflows, advanced reporting, or custom integrations requires upgrading to higher-tier plans. Child instances also come at an increased cost and setup between instances often requires consultants.

For example, integrating with Salesforce or enabling custom objects comes at an extra cost, making HubSpot less budget-friendly for larger businesses or those with complex requirements. While the lower entry point is ideal for small teams, the steep scaling costs can become a challenge for rapidly growing organizations.

The Verdict

If you’re looking for pricing that’s transparent and scales predictably, Act-On is the winner. Its active-contact-based model, unlimited parent-child instances, unlimited users, and full-feature access upfront make it a cost-effective choice for mid-sized to enterprise businesses.

HubSpot, on the other hand, is ideal for small businesses or teams just starting with marketing automation. Its low entry price is hard to beat, but expect rising costs as your needs evolve.

Conclusion: Which Platform is Right for You?

Choosing between Act-On and HubSpot marketing automation ultimately comes down to your business’s unique needs, priorities, and resources.

• Act-On is perfect for businesses that need enterprise-grade functionality, such as advanced customization, sophisticated workflows, and deep analytics. In most cases, it’s the best choice for companies who don’t have HubSpot CRM. It’s also a great fit for organizations that value hands-on support, scalability, and transparent pricing.
• HubSpot prioritizes using one ecosystem for marketing automation and CRM. It’s ideal for small to mid-sized businesses or those just starting with marketing automation and willing to trade depth for simplicity.

Both platforms offer powerful features but they cater to different needs. The ideal choice depends on your growth goals, technical requirements, and the type of relationship you want with your marketing automation provider.

To make the best decision, consider scheduling a personalized demo and discussing tailored pricing options.