# Act-On vs Adobe Marketo Engage Comparison
---
## AI Generated Summary
- **G2 reviewers report** that Adobe Marketo Engage excels in its integration capabilities, particularly with Salesforce, allowing users to send emails on behalf of account managers. This flexibility enhances user experience and streamlines communication with potential clients.
- **Users say** that Act-On stands out for its strong customer support, with many praising the regular webinars and client success hours that help address issues promptly. This commitment to user feedback and continuous updates makes it a reliable choice for those needing ongoing assistance.
- **Reviewers mention** that Adobe Marketo Engage offers robust customization options, enabling users to personalize the buyer journey based on different personas and stages. This level of customization is a significant advantage for marketers looking to tailor their campaigns effectively.
- **According to verified reviews** , Act-On is particularly appreciated for its ease of use, with users highlighting its intuitive interface that simplifies the ad customization process, especially in educational settings where understanding audience demographics is crucial.
- **G2 reviewers note** that while Adobe Marketo Engage has a slightly lower score in ease of setup compared to Act-On, its comprehensive features and ability to tie campaigns to revenue provide a strong return on investment for users willing to invest time in the initial setup.
- **Users report** that both platforms have similar star ratings, but Adobe Marketo Engage's higher G2 Score reflects greater overall satisfaction among a larger user base, indicating a more consistent performance across various marketing automation needs.



| | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Star Rating** | 4.1 out of 5 | 4.1 out of 5 | 
| **Total Reviews** | 1,070 | 3,136 | 
| **Largest Market Segment** | Mid-Market (50.1% of reviews) | Mid-Market (53.3% of reviews) | 
| **Entry Level Price** | Starting at $900.00 Per Month | Contact Us Per Month | 

---
## Top Pros & Cons

### Act-On

Pros:
- Ease of Use (25 reviews)
- Customer Support (17 reviews)

Cons:
- Missing Features (12 reviews)
- Learning Curve (8 reviews)

### Adobe Marketo Engage

Pros:
- Ease of Use (192 reviews)
- Automation (185 reviews)

Cons:
- Learning Curve (176 reviews)
- Steep Learning Curve (135 reviews)

---
## Ratings Comparison
| Rating | Act-On | Adobe Marketo Engage | 
|---|---|---|
  | **Meets Requirements** | 8.2 (898 reviews) | 8.3 (2629 reviews) | 
  | **Ease of Use** | 8.0 (905 reviews) | 7.3 (2691 reviews) | 
  | **Ease of Setup** | 7.7 (514 reviews) | 6.8 (1341 reviews) | 
  | **Ease of Admin** | 8.2 (519 reviews) | 7.6 (1176 reviews) | 
  | **Quality of Support** | 8.7 (864 reviews) | 7.5 (2479 reviews) | 
  | **Has the product been a good partner in doing business?** | 8.6 (499 reviews) | 7.7 (1169 reviews) | 
  | **Product Direction (% positive)** | 8.1 (887 reviews) | 8.0 (2595 reviews) | 

---
## Pricing

### Act-On

#### Entry-Level Pricing

Plan: Professional

Price: Starting at $900.00 Per Month

Description: Full featured marketing automation platform for growing businesses. Starts at 2,500 active contacts, 3 marketing users, 50 sales users and 30,000 API calls per day. Annual contract required. 

Key Features:
- Automated engagement programs 
- Track website and landing page visitors 
- Score visitors, prospects and customers 

[Browse all 2 editions](https://www.g2.com/products/act-on/pricing)

#### Free Trial

No

### Adobe Marketo Engage

#### Entry-Level Pricing

Plan: Select 

Price: Contact Us Per Month

Description: Essential marketing automation and measurement with AI-powered personalization.

Key Features:
- Lead Account and Database
- Native CRM Integration 
- Audience Segmentation & Targeting

[Browse all 4 editions](https://www.g2.com/products/adobe-marketo-engage/pricing)

#### Free Trial

Yes

---
## Features Comparison By Category

### Marketing Automation

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 7.7/10 | 764 |
| **Adobe Marketo Engage** | 7.7/10 | 1973 |

#### Email Marketing

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Building and Personalizing Emails** | 8.4 (709 reviews) ✓ Verified | 8.3 (1758 reviews) ✓ Verified | 
| **Sending Outbound Emails** | 8.8 (697 reviews) ✓ Verified | 8.7 (1746 reviews) ✓ Verified | 
| **Manage Email Deliverability** | 8.3 (692 reviews) ✓ Verified | 8.1 (1713 reviews) ✓ Verified | 
| **Automated Email Responses** | 8.5 (617 reviews) ✓ Verified | 8.5 (1661 reviews) ✓ Verified | 

#### Online Marketing

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Landing Pages and Forms** | 7.9 (642 reviews) ✓ Verified | 7.8 (1698 reviews) ✓ Verified | 
| **Dynamic Content** | 7.8 (540 reviews) ✓ Verified | 7.8 (1517 reviews) ✓ Verified | 
| **A/B Testing** | 7.9 (518 reviews) ✓ Verified | 7.9 (1571 reviews) ✓ Verified | 
| **Mobile Optimized** | 7.9 (603 reviews) ✓ Verified | 7.4 (1570 reviews) ✓ Verified | 
| **Search Tracking and Optimization** | 7.8 (519 reviews) ✓ Verified | 7.4 (1337 reviews) ✓ Verified | 

#### Lead Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Marketing Lead Database** | 8.1 (580 reviews) ✓ Verified | 8.5 (1357 reviews) ✓ Verified | 
| **Data Quality Management** | 8.0 (560 reviews) ✓ Verified | 7.9 (1250 reviews) ✓ Verified | 
| **Segmentation** | 8.4 (626 reviews) ✓ Verified | 8.2 (1634 reviews) ✓ Verified | 
| **Lead Scoring and Grading** | 8.2 (591 reviews) ✓ Verified | 8.2 (1597 reviews) ✓ Verified | 
| **Lead Nurturing** | 8.2 (575 reviews) ✓ Verified | 8.4 (1657 reviews) ✓ Verified | 
| **Online Behavior Tracking** | 8.1 (572 reviews) ✓ Verified | 8.0 (1535 reviews) ✓ Verified | 
| **Automated Alerts and Tasks** | 8.0 (515 reviews) ✓ Verified | 8.3 (1546 reviews) ✓ Verified | 
| **CRM Lead Integration** | 8.0 (535 reviews) ✓ Verified | 8.2 (1604 reviews) ✓ Verified | 

#### Campaign Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Program Management** | 8.1 (507 reviews) ✓ Verified | 8.3 (1612 reviews) ✓ Verified | 
| **Event / Webinar Marketing** | 7.9 (429 reviews) ✓ Verified | 8.3 (1496 reviews) ✓ Verified | 
| **Calendaring** | 7.4 (336 reviews) ✓ Verified | 7.3 (1188 reviews) ✓ Verified | 
| **Budgeting** | 7.3 (79 reviews) | 7.0 (943 reviews) | 

#### Social

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Social Listening** | 6.9 (306 reviews) ✓ Verified | 7.3 (746 reviews) ✓ Verified | 
| **Social Sharing** | 7.1 (373 reviews) ✓ Verified | 7.5 (797 reviews) ✓ Verified | 
| **Social Campaigns** | 7.0 (317 reviews) ✓ Verified | 7.6 (784 reviews) ✓ Verified | 
| **Social Media Engagement** | 7.6 (97 reviews) ✓ Verified | 7.5 (752 reviews) ✓ Verified | 
| **Social Media Advertising** | 6.8 (233 reviews) ✓ Verified | 7.5 (714 reviews) ✓ Verified | 

#### Reporting & Analytics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Basic Reporting** | 7.9 (649 reviews) ✓ Verified | 7.7 (1651 reviews) ✓ Verified | 
| **Web Analytics** | 7.7 (576 reviews) ✓ Verified | 7.2 (1413 reviews) ✓ Verified | 
| **ROI Analytics** | 7.1 (411 reviews) ✓ Verified | 7.2 (1235 reviews) ✓ Verified | 
| **Revenue Analytics** | 6.9 (355 reviews) ✓ Verified | 7.2 (1161 reviews) ✓ Verified | 
| **SEO / Keyword Analytics** | 7.3 (389 reviews) ✓ Verified | 6.9 (1010 reviews) ✓ Verified | 

#### Platform

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Customization ** | 7.6 (377 reviews) ✓ Verified | 7.7 (904 reviews) ✓ Verified | 
| **Workflow Capability** | 7.8 (338 reviews) ✓ Verified | 8.0 (903 reviews) ✓ Verified | 
| **User, Role, and Access Management** | 8.3 (398 reviews) ✓ Verified | 8.4 (913 reviews) ✓ Verified | 
| **Internationalization** | 7.8 (206 reviews) ✓ Verified | 7.7 (635 reviews) ✓ Verified | 
| **Sandbox / Test Environments** | 7.1 (204 reviews) ✓ Verified | 7.3 (636 reviews) ✓ Verified | 
| **Performance and Reliability** | 8.3 (393 reviews) ✓ Verified | 7.7 (902 reviews) ✓ Verified | 
| **Output Document Generation** | 7.7 (259 reviews) ✓ Verified | 7.6 (594 reviews) | 

#### Agentic AI - Marketing Automation

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 7.3 (62 reviews) | 
| **Multi-step Planning** | Not enough data | 7.4 (60 reviews) | 
| **Cross-system Integration** | Not enough data | 7.2 (62 reviews) | 
| **Adaptive Learning** | Not enough data | 6.9 (61 reviews) | 
| **Proactive Assistance** | Not enough data | 7.0 (59 reviews) | 
| **Decision Making** | Not enough data | 7.4 (59 reviews) | 

#### Integration

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Data Import & Export Tools** | 8.2 (395 reviews) ✓ Verified | 8.0 (912 reviews) ✓ Verified | 
| **Integration APIs** | 7.8 (308 reviews) ✓ Verified | 7.9 (871 reviews) ✓ Verified | 
| **Breadth of Partner Applications** | 7.4 (282 reviews) ✓ Verified | 8.1 (792 reviews) ✓ Verified | 

### Transactional Email

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 7.5/10 | 40 |
| **Adobe Marketo Engage** | N/A | N/A |

#### Administration

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Template Creation** | 8.0 (37 reviews) | Not enough data | 
| **Preset Template Availability** | 7.3 (36 reviews) | Not enough data | 
| **Custom Unsubscribe** | 8.0 (36 reviews) | Not enough data | 
| **Email Segmentation** | 8.3 (36 reviews) | Not enough data | 
| **Detailed Server Logs** | 6.7 (26 reviews) | Not enough data | 
| **Notifications** | 7.6 (30 reviews) | Not enough data | 

#### Integrations

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Webhooks** | 7.1 (26 reviews) | Not enough data | 
| **Event Tracking API** | 7.2 (24 reviews) | Not enough data | 
| **Mail Send API** | 7.1 (25 reviews) | Not enough data | 
| **Spam Filter Testing** | 7.8 (31 reviews) | Not enough data | 

#### Platform

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Custom Tracking Domain** | 7.6 (26 reviews) | Not enough data | 
| **Multiple Domains** | 7.3 (25 reviews) | Not enough data | 
| **Dedicated IP** | 7.6 (28 reviews) | Not enough data | 
| **Documentation** | 7.4 (28 reviews) | Not enough data | 
| **Sender Reputation Management** | 7.6 (27 reviews) | Not enough data | 
| **Tracking & Reporting** | 7.9 (36 reviews) | Not enough data | 
| **Enterprise Scalability** | 7.4 (29 reviews) | Not enough data | 
| **Performance and Reliability** | 7.8 (37 reviews) | Not enough data | 

### Account Data Management

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | 8.2/10 | 420 |

#### Lead Intelligence

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Market Insights ** | Not enough data | 8.3 (321 reviews) | 
| **Account-level Insights ** | Not enough data | 8.2 (324 reviews) | 
| **Lead Analysis ** | Not enough data | 8.4 (338 reviews) | 

#### Lead Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Segmentation ** | Not enough data | 8.4 (360 reviews) | 
| **Predictive Scoring ** | Not enough data | 8.0 (326 reviews) | 
| **Account Identification ** | Not enough data | 8.2 (336 reviews) | 

#### Marketing Campaigns

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Omni-Channel Tracking ** | Not enough data | 8.4 (314 reviews) | 
| **Revenue Planning ** | Not enough data | 8.1 (299 reviews) | 
| **Media Attribution ** | Not enough data | 8.0 (297 reviews) | 
| **Opportunity Timeline ** | Not enough data | 8.1 (314 reviews) ✓ Verified | 
| **Customization ** | Not enough data | 8.3 (341 reviews) | 

#### Campaign Execution

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Website Personalization ** | Not enough data | 8.2 (320 reviews) | 
| **Prioritized Accounts ** | Not enough data | 8.1 (310 reviews) | 
| **Trending Accounts ** | Not enough data | 8.1 (300 reviews) | 
| **Email Campaigns ** | Not enough data | 9.0 (160 reviews) ✓ Verified | 

#### Agentic AI - Account Data Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.2 (11 reviews) | 
| **Cross-system Integration** | Not enough data | 8.0 (11 reviews) | 
| **Adaptive Learning** | Not enough data | 8.1 (12 reviews) | 
| **Proactive Assistance** | Not enough data | 8.3 (12 reviews) | 
| **Decision Making** | Not enough data | 7.9 (12 reviews) | 

### Lead Generation

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | N/A | N/A |

#### Lead Generation

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Lead Builder** | Not enough data | Not enough data | 
| **CRM Integration** | Not enough data | Not enough data | 
| **Marketing Automation Integration** | Not enough data | Not enough data | 
| **Social Media Integration** | Not enough data | Not enough data | 
| **Data Import & Export Tools** | Not enough data | Not enough data | 

### Sales Engagement

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | 7.5/10 | 35 |

#### Integrated Workflows

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Task Management** | Not enough data | 7.9 (33 reviews) | 
| **Email Tracking/Automation** | Not enough data | 8.3 (33 reviews) | 
| **Calls and Voice** | Not enough data | 6.9 (25 reviews) | 
| **Other Outreach Options ** | Not enough data | 7.7 (25 reviews) | 
| **CRM Integration** | Not enough data | 7.7 (31 reviews) | 
| **Calendar** | Not enough data | 7.6 (25 reviews) | 
| **Shared Records** | Not enough data | 8.0 (24 reviews) | 

#### Repeatability and Reportability

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Content Management** | Not enough data | 7.6 (29 reviews) | 
| **Workflow Management** | Not enough data | 7.7 (31 reviews) | 
| **Workflow Performance** | Not enough data | 7.7 (30 reviews) | 
| **Sales Coaching and Insights** | Not enough data | 7.2 (27 reviews) | 
| **Gamification** | Not enough data | 7.6 (23 reviews) | 

#### AI and Automation

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Lead Prioritization** | Not enough data | 7.8 (24 reviews) | 
| **Lead Scoring** | Not enough data | 8.0 (25 reviews) | 
| **Best Time of Day Scheduling** | Not enough data | 8.2 (25 reviews) | 
| **Buyer Intelligence** | Not enough data | 8.1 (26 reviews) | 
| **Machine Learning** | Not enough data | 7.8 (23 reviews) | 

#### Generative AI

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **AI Text Generation** | Not enough data | 7.5 (23 reviews) | 

#### Agentic AI - Sales Engagement

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 6.7 (13 reviews) | 
| **Multi-step Planning** | Not enough data | 7.2 (13 reviews) | 
| **Cross-system Integration** | Not enough data | 6.9 (13 reviews) | 
| **Adaptive Learning** | Not enough data | 7.1 (13 reviews) | 
| **Natural Language Interaction** | Not enough data | 7.3 (14 reviews) | 
| **Proactive Assistance** | Not enough data | 7.0 (14 reviews) | 
| **Decision Making** | Not enough data | 6.8 (14 reviews) | 

### Customer Journey Mapping

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 8.7/10 | 22 |
| **Adobe Marketo Engage** | N/A | N/A |

#### Platform Basics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Templates** | 8.2 (18 reviews) | Not enough data | 
| **Exporting** | 8.5 (19 reviews) | Not enough data | 
| **Multi-user Access and Collaboration** | 9.0 (17 reviews) | Not enough data | 
| **Multiple Personas** | 8.6 (14 reviews) | Not enough data | 
| **Data Analytics ** | 8.6 (7 reviews) | Not enough data | 

#### Agentic AI - Customer Journey Mapping

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 

### Customer Journey Analytics

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 7.3/10 | 22 |
| **Adobe Marketo Engage** | N/A | N/A |

#### Platform Basics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Dynamic Segmentation** | 7.9 (18 reviews) | Not enough data | 
| **Journey Optimization** | 7.5 (17 reviews) | Not enough data | 

#### Platform Data

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Journey Reporting** | 7.3 (17 reviews) | Not enough data | 
| **Trends Reporting** | 6.4 (13 reviews) | Not enough data | 
| **Dashboards** | 7.5 (19 reviews) | Not enough data | 
| **Advanced Data Filtering** | 6.8 (17 reviews) | Not enough data | 

#### Platform Additional Functionality

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Journey Mapping** | 7.1 (15 reviews) | Not enough data | 
| **Integrations** | 7.1 (17 reviews) | Not enough data | 
| **Automated Alerts** | 7.8 (15 reviews) | Not enough data | 

#### Agentic AI - Customer Journey Analytics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 

### Landing Page Builders

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 7.2/10 | 44 |
| **Adobe Marketo Engage** | N/A | N/A |

#### Page Customization

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Drag and Drop** | 7.8 (40 reviews) | Not enough data | 
| **Templates** | 7.4 (39 reviews) | Not enough data | 
| **Advanced Customization** | 7.2 (36 reviews) | Not enough data | 
| **Content Library** | 7.6 (39 reviews) | Not enough data | 

#### Page Optimization

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **A/B Testing** | 7.2 (31 reviews) | Not enough data | 
| **Mobile Responsive** | 7.2 (43 reviews) | Not enough data | 
| **Web Analytics** | 7.3 (34 reviews) | Not enough data | 
| **SEO** | 6.6 (27 reviews) | Not enough data | 

#### Integrations

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **E-Commerce Integration** | 5.4 (17 reviews) | Not enough data | 
| **Email Marketing Integration** | 7.9 (34 reviews) | Not enough data | 
| **Domain Integration** | 7.8 (31 reviews) | Not enough data | 

#### Generative AI

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **AI Text Generation** | 6.7 (10 reviews) | Not enough data | 

#### Agentic AI - Landing Page Builders

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Cross-system Integration** | Not enough data | Not enough data | 

### Visitor Identification

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | N/A | N/A |

#### Agentic AI - Visitor Identification

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Cross-system Integration** | Not enough data | Not enough data | 

### Lead Scoring

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 7.4/10 | 35 |
| **Adobe Marketo Engage** | N/A | N/A |

#### Agentic AI - Lead Scoring

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

#### Attribution

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Lead Opportunity** | 7.5 (25 reviews) | Not enough data | 
| **Lead Assignment** | 7.4 (24 reviews) | Not enough data | 
| **Pipeline Acceleration** | 7.0 (23 reviews) | Not enough data | 

#### Discovery

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Lead Management** | 7.6 (26 reviews) | Not enough data | 
| **Scoring/Ranking** | 8.1 (32 reviews) | Not enough data | 
| **Lead Context** | 7.4 (24 reviews) | Not enough data | 

#### Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Conversion Viability** | 6.5 (20 reviews) | Not enough data | 
| **Workflow** | 6.9 (22 reviews) | Not enough data | 

#### Platform

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Data Synchronization** | 8.0 (28 reviews) | Not enough data | 
| **Analysis** | 7.4 (29 reviews) | Not enough data | 

### Email Tracking

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | 7.5/10 | 89 |

#### Agentic AI - Email Tracking

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 7.1 (23 reviews) | 
| **Multi-step Planning** | Not enough data | 7.0 (23 reviews) | 
| **Cross-system Integration** | Not enough data | 7.3 (23 reviews) | 
| **Adaptive Learning** | Not enough data | 7.0 (23 reviews) | 
| **Natural Language Interaction** | Not enough data | 6.9 (24 reviews) | 
| **Proactive Assistance** | Not enough data | 6.6 (24 reviews) | 
| **Decision Making** | Not enough data | 7.3 (25 reviews) | 

#### Analytics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Open Rates** | Not enough data | 8.2 (84 reviews) | 
| **Link Activity** | Not enough data | 8.0 (83 reviews) | 
| **Attachment Activity** | Not enough data | 7.8 (46 reviews) | 

#### Customizations

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Email Platform Integration** | Not enough data | 7.7 (81 reviews) | 
| **Email Scheduling** | Not enough data | 8.5 (79 reviews) | 
| **Notifications** | Not enough data | 7.8 (45 reviews) | 
| **Email Categorization** | Not enough data | 7.6 (47 reviews) | 
| **Templates** | Not enough data | 7.9 (83 reviews) | 

#### Generative AI

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **AI Text Generation** | Not enough data | 6.7 (40 reviews) | 

### Outbound Call Tracking

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | 7.3/10 | 20 |

#### Agentic AI - Outbound Call Tracking

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 7.3 (5 reviews) | 
| **Natural Language Interaction** | Not enough data | 8.0 (5 reviews) | 

#### Calling

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Record Calls** | Not enough data | 6.9 (18 reviews) | 
| **Generate Location** | Not enough data | 6.9 (18 reviews) | 
| **Call Types** | Not enough data | 6.7 (17 reviews) | 
| **Click-to-Call** | Not enough data | 7.0 (19 reviews) | 
| **Auto Dialer** | Not enough data | 7.7 (5 reviews) | 

#### Contacts

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Personalization** | Not enough data | 7.9 (20 reviews) | 
| **Information Locater** | Not enough data | 7.0 (19 reviews) | 
| **Record Prospect Data** | Not enough data | 7.4 (17 reviews) | 

#### Insights

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Notes** | Not enough data | 6.9 (17 reviews) | 
| **Daily Summary** | Not enough data | 6.9 (18 reviews) | 
| **Automated Voicemails** | Not enough data | 7.3 (8 reviews) | 
| **Automated Emails** | Not enough data | 9.2 (8 reviews) | 
| **Sorts Prospects** | Not enough data | 6.3 (18 reviews) | 
| **Automated Note Taking** | Not enough data | 8.0 (5 reviews) | 

### Sales Enablement

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | 7.6/10 | 15 |

#### Agentic AI - Sales Enablement

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Natural Language Interaction** | Not enough data | 8.7 (5 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 

#### Content Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Content Import** | Not enough data | 6.7 (11 reviews) | 
| **Content Creation** | Not enough data | 6.9 (12 reviews) | 
| **Templates** | Not enough data | 8.3 (12 reviews) | 
| **Advanced Search** | Not enough data | 6.9 (12 reviews) | 
| **Content Storage** | Not enough data | 6.8 (11 reviews) | 

#### Analytics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Reporting** | Not enough data | 8.1 (13 reviews) | 
| **Alerts** | Not enough data | 8.1 (12 reviews) | 
| **Account-Based Engagement** | Not enough data | 8.1 (14 reviews) | 
| **Content Utilization** | Not enough data | 7.2 (12 reviews) | 

#### Learning Management - Sales Enablement

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Sales Training ** | Not enough data | Not enough data | 
| **Sales Coaching** | Not enough data | Not enough data | 
| **Sales Onboarding** | Not enough data | Not enough data | 

#### Revenue Enablement - Sales Enablement

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Cross-Functional Alignment** | Not enough data | Not enough data | 
| **AI and Automation** | Not enough data | Not enough data | 
| **End-to-End Customer Journey Insights** | Not enough data | Not enough data | 

### Marketing Account Intelligence

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 7.9/10 | 170 |
| **Adobe Marketo Engage** | 8.3/10 | 367 |

#### Agentic AI - Marketing Account Intelligence

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.1 (8 reviews) | 
| **Cross-system Integration** | Not enough data | 7.9 (7 reviews) | 
| **Adaptive Learning** | Not enough data | 7.1 (8 reviews) | 
| **Natural Language Interaction** | Not enough data | 7.9 (7 reviews) | 

#### Lead Intelligence

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Market Insights ** | 8.1 (127 reviews) | 8.3 (296 reviews) | 
| **Account-level Insights ** | 7.9 (134 reviews) | 8.2 (289 reviews) | 
| **Lead Analysis ** | 8.0 (134 reviews) | 8.3 (310 reviews) | 

#### Lead Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Segmentation ** | 8.5 (140 reviews) | 8.6 (307 reviews) | 
| **Predictive Scoring ** | 8.0 (123 reviews) | 8.1 (294 reviews) | 
| **Account Identification ** | 7.9 (125 reviews) | 8.3 (293 reviews) | 

#### Marketing Campaigns

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Omni-Channel Tracking ** | 7.7 (94 reviews) | 8.3 (276 reviews) | 
| **Revenue Planning ** | 7.6 (79 reviews) | 8.1 (257 reviews) | 
| **Media Attribution ** | 7.6 (94 reviews) | 8.2 (265 reviews) | 
| **Opportunity Timeline ** | 7.9 (94 reviews) | 8.2 (274 reviews) | 
| **Customization ** | 7.8 (116 reviews) | 8.3 (296 reviews) | 

#### Data Availability - Marketing Account Intelligence 

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Technographic Data Availability** | Not enough data | 7.9 (33 reviews) | 

#### Data Accuracy - Marketing Account Intelligence 

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Technographic Data Accuracy** | Not enough data | 8.0 (33 reviews) | 

### Account-Based Analytics

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | 8.1/10 | 334 |

#### Agentic AI - Account-Based Analytics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | 8.1 (9 reviews) | 
| **Cross-system Integration** | Not enough data | 8.7 (9 reviews) | 
| **Adaptive Learning** | Not enough data | 8.1 (9 reviews) | 
| **Natural Language Interaction** | Not enough data | 8.1 (9 reviews) | 
| **Proactive Assistance** | Not enough data | 7.8 (9 reviews) | 

#### Lead Intelligence

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Market Insights ** | Not enough data | 8.2 (258 reviews) | 
| **Account-level Insights ** | Not enough data | 8.1 (262 reviews) | 
| **Lead Analysis ** | Not enough data | 8.1 (274 reviews) | 

#### Lead Management

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Segmentation ** | Not enough data | 8.4 (284 reviews) | 
| **Predictive Scoring ** | Not enough data | 8.0 (258 reviews) | 
| **Account Identification ** | Not enough data | 8.1 (264 reviews) | 

#### Marketing Campaigns

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Omni-Channel Tracking ** | Not enough data | 8.2 (237 reviews) | 
| **Revenue Planning ** | Not enough data | 8.0 (211 reviews) | 
| **Media Attribution ** | Not enough data | 8.0 (232 reviews) | 
| **Opportunity Timeline ** | Not enough data | 8.0 (231 reviews) | 
| **Customization ** | Not enough data | 8.1 (263 reviews) | 
| **Journey Analytics** | Not enough data | 8.3 (124 reviews) | 

### Mobile Marketing

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | N/A | N/A |
| **Adobe Marketo Engage** | 8.3/10 | 138 |

#### Analysis

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Application Attribution** | Not enough data | 8.4 (106 reviews) ✓ Verified | 
| **Campaign Analysis** | Not enough data | 8.6 (116 reviews) | 
| **Uninstall Tracking** | Not enough data | 8.1 (83 reviews) ✓ Verified | 
| **Custom Dashboards** | Not enough data | 8.3 (92 reviews) ✓ Verified | 

#### Campaigns

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Proximity Marketing** | Not enough data | 8.3 (102 reviews) | 
| **Push Notifications** | Not enough data | 8.2 (102 reviews) ✓ Verified | 
| **Bulk SMS** | Not enough data | 8.3 (100 reviews) | 
| **Two-Way Text Messaging** | Not enough data | 8.1 (98 reviews) ✓ Verified | 
| **Email Campaigns** | Not enough data | 8.7 (98 reviews) ✓ Verified | 
| **Audience Segmentation** | Not enough data | 8.5 (98 reviews) ✓ Verified | 

#### Engagement

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Coupons and Promotions** | Not enough data | 8.1 (93 reviews) ✓ Verified | 

#### Platform

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Optimization** | Not enough data | 8.4 (112 reviews) ✓ Verified | 
| **Integrations - Mobile Marketing** | Not enough data | 8.3 (109 reviews) ✓ Verified | 
| **Internationalization** | Not enough data | 8.3 (105 reviews) ✓ Verified | 

#### Agentic AI - Mobile Marketing

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

### Marketing Analytics

| Product | Score | Reviews |
|---|---|---|
| **Act-On** | 7.8/10 | 118 |
| **Adobe Marketo Engage** | N/A | N/A |

#### Marketing Operations

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **ROI Tracking** | 7.7 (74 reviews) ✓ Verified | Not enough data | 
| **Data Collection** | 8.0 (85 reviews) ✓ Verified | Not enough data | 
| **Customer Insights** | 8.0 (84 reviews) ✓ Verified | Not enough data | 
| **Multi-User Access** | 8.2 (86 reviews) ✓ Verified | Not enough data | 
| **Spend Management** | 6.7 (35 reviews) ✓ Verified | Not enough data | 
| **White Label** | 7.3 (39 reviews) ✓ Verified | Not enough data | 

#### Campaign Activity

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Campaign Insights** | 8.2 (91 reviews) ✓ Verified | Not enough data | 
| **Reports and Dashboards** | 8.2 (106 reviews) ✓ Verified | Not enough data | 
| **Campaign Stickiness** | 7.7 (73 reviews) ✓ Verified | Not enough data | 
| **Multichannel Tracking** | 7.7 (78 reviews) ✓ Verified | Not enough data | 
| **Brand Optimization** | 8.0 (74 reviews) ✓ Verified | Not enough data | 
| **Predictive Analytics** | Feature Not Available | Not enough data | 

#### Agentic AI - Marketing Analytics

| Feature | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 

---
## Categories
**Shared Categories (2):** [Marketing Account Intelligence Software](https://www.g2.com/categories/marketing-account-intelligence), [Marketing Automation Software](https://www.g2.com/categories/marketing-automation)

**Unique to Act-On (7):** [Customer Journey Mapping Tools](https://www.g2.com/categories/customer-journey-mapping), [Customer Journey Analytics Software](https://www.g2.com/categories/customer-journey-analytics), [Landing Page Builders](https://www.g2.com/categories/landing-page-builders), [Marketing Analytics Software](https://www.g2.com/categories/marketing-analytics), [Lead Scoring Software](https://www.g2.com/categories/lead-scoring), [Visitor Identification Software](https://www.g2.com/categories/visitor-identification), [Transactional Email Software](https://www.g2.com/categories/transactional-email)

**Unique to Adobe Marketo Engage (7):** [Sales Enablement Software](https://www.g2.com/categories/sales-enablement), [Account-Based Analytics Software](https://www.g2.com/categories/account-based-analytics), [Account Data Management Software](https://www.g2.com/categories/account-data-management), [Mobile Marketing Software](https://www.g2.com/categories/mobile-marketing), [Outbound Call Tracking Software](https://www.g2.com/categories/outbound-call-tracking), [Email Tracking Software](https://www.g2.com/categories/email-tracking), [Sales Engagement Software](https://www.g2.com/categories/sales-engagement)


---
## Reviewer Demographics

### By Company Size

| Segment | Act-On | Adobe Marketo Engage | 
|---|---|---|
| **Small-Business** | 38.2% | 22.0% | 
| **Mid-Market** | 50.1% | 53.3% | 
| **Enterprise** | 11.7% | 24.7% | 

### By Industry

#### Act-On

- **Marketing and Advertising:** 14.5%
- **Computer Software:** 13.2%
- **Information Technology and Services:** 11.4%
- **Financial Services:** 4.8%
- **Telecommunications:** 3.1%
- **Hospital & Health Care:** 2.9%
- **Insurance:** 2.8%
- **Internet:** 2.6%
- **Non-Profit Organization Management:** 1.9%
- **Biotechnology:** 1.4%
- **Other:** 41.6%

#### Adobe Marketo Engage

- **Computer Software:** 25.8%
- **Information Technology and Services:** 12.8%
- **Marketing and Advertising:** 12.1%
- **Internet:** 5.7%
- **Financial Services:** 4.1%
- **Computer & Network Security:** 2.3%
- **Telecommunications:** 2.2%
- **Education Management:** 1.7%
- **Hospital & Health Care:** 1.2%
- **Accounting:** 1.2%
- **Other:** 30.9%

---
## Alternatives

### Alternatives to Act-On

- [Constant Contact Advanced Automation](https://www.g2.com/products/constant-contact-advanced-automation/reviews) — 4.4/5 stars (960 reviews)
- [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) — 4.4/5 stars (14773 reviews)
- [Ortto](https://www.g2.com/products/ortto/reviews) — 4.4/5 stars (622 reviews)
- [Dotdigital](https://www.g2.com/products/dotdigital/reviews) — 4.4/5 stars (1207 reviews)
- [Click](https://www.g2.com/products/clickdimensions-click/reviews) — 4.0/5 stars (309 reviews)
- [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) — 4.4/5 stars (14696 reviews)
- [Adobe Campaign](https://www.g2.com/products/adobe-campaign/reviews) — 4.1/5 stars (347 reviews)
- [GetResponse](https://www.g2.com/products/getresponse/reviews) — 4.3/5 stars (1122 reviews)
- [LocaliQ](https://www.g2.com/products/localiq/reviews) — 4.5/5 stars (1070 reviews)
- [Ontraport](https://www.g2.com/products/ontraport/reviews) — 4.5/5 stars (224 reviews)

### Alternatives to Adobe Marketo Engage

- [Agentforce Sales (formerly Salesforce Sales Cloud)](https://www.g2.com/products/agentforce-sales-formerly-salesforce-sales-cloud/reviews) — 4.4/5 stars (25816 reviews)
- [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) — 4.4/5 stars (14773 reviews)
- [Outreach](https://www.g2.com/products/outreach/reviews) — 4.3/5 stars (3570 reviews)
- [Demandbase One](https://www.g2.com/products/demandbase-one/reviews) — 4.4/5 stars (1954 reviews)
- [Salesloft](https://www.g2.com/products/salesloft/reviews) — 4.5/5 stars (4287 reviews)
- [HubSpot Sales Hub](https://www.g2.com/products/hubspot-sales-hub/reviews) — 4.4/5 stars (13825 reviews)
- [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) — 4.4/5 stars (14696 reviews)
- [GTM Workspace - Powered by ZoomInfo](https://www.g2.com/products/gtm-workspace-powered-by-zoominfo/reviews) — 4.5/5 stars (9099 reviews)
- [Agentforce Marketing (formerly Salesforce Marketing Cloud)](https://www.g2.com/products/agentforce-marketing-formerly-salesforce-marketing-cloud/reviews) — 4.0/5 stars (4615 reviews)
- [Braze](https://www.g2.com/products/braze/reviews) — 4.5/5 stars (1683 reviews)

---
## Top Discussions

### Act-On

- Title: [Is it difficult to switch from Act-on to another MAP if need be?](https://www.g2.com/discussions/is-it-difficult-to-switch-from-act-on-to-another-map-if-need-be) — 2 comments, 3 upvotes
  > **Top comment:** "I am glad that you are considering Act-On for Marketing Automation! 

Act-On embraces an open technology ecosystem; we have a plug & play strategy. We don't..."
- Title: [Do you think you will ever integrate with Deltek tools? Engineering firms use them a lot and it would be nice to integrate with this CRM.](https://www.g2.com/discussions/do-you-think-you-will-ever-integrate-with-deltek-tools-engineering-firms-use-them-a-lot-and-it-would-be-nice-to-integrate-with-this-crm) — 1 comment, 1 upvote
  > **Top comment:** "Traders who have been scammed before, my advise out there is for you to be wise before you invest in any binary option crypto currencies forex  trade..."
- Title: [How best can I use Act-on to support sales through insights and trends?](https://www.g2.com/discussions/how-best-can-i-use-act-on-to-support-sales-through-insights-and-trends) — 1 comment, 1 upvote
  > **Top comment:** "Act-On offers several features that can support your sales process:
-  Define and track your behavioral score or lead for each known customer.
-  Define..."

### Adobe Marketo Engage

- Title: [Is marketo a CRM?](https://www.g2.com/discussions/is-marketo-a-crm) — 3 comments
  > **Top comment:** "doesn't provide a built-in CRM"
- Title: [How do I gain experience with Marketo?](https://www.g2.com/discussions/10145-how-do-i-gain-experience-with-marketo) — 3 comments, 1 upvote
  > **Top comment:** "Marketo has made  quite a bit of content available on their website -..."
- Title: [What is Adobe Marketo Engage used for?](https://www.g2.com/discussions/what-is-adobe-marketo-engage-used-for) — 2 comments, 2 upvotes
  > **Top comment:** "Adobe Marketo Manage is a marketing automation software that allows you to streamline and measure marketing tasks that helps to grow revenue quickly and..."
- Title: [Who uses Marketo?](https://www.g2.com/discussions/who-uses-marketo) — 2 comments
  > **Top comment:** "Anyone, who wants to have a robust infrastructure for marketing & sales operations, lead lifecycle management, build nurture campaigns, get attribution..."
- Title: [What does Marketo software do?](https://www.g2.com/discussions/what-does-marketo-software-do) — 2 comments
  > **Top comment:** "I do not believe that there is anyone who doesn't know what Marketo does :-)"

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/act-on-vs-adobe-marketo-engage)