G2

Valeria B.

Deputy Head of Marketing

Information Technology and Services

Mid-Market (51-1000 emp.)

8/25/2026

"ActiveCampaign gave us more control over personalization without pushing everything to development"

5/5

What do you like best about ActiveCampaign?

The Automation Builder, segmentation, and CRM are the parts of ActiveCampaign we rely on most, because they let our marketing team build fairly sophisticated journeys without turning every adjustment into a development request. We use a mix of tags, custom fields, site behavior, engagement, events, and deal stage to determine what someone should receive next, rather than exporting audiences or maintaining a separate set of manual lists. The platform supports multiple triggers, splits, conditions, and a large library of automation recipes. For us, though, the value is less about how many recipes exist and more about how much logic we can keep close to the campaign itself. One unexpected benefit is that these automations have also tightened our sales process. When a deal moves stages, tasks, follow-ups, and messages can fire automatically instead of relying on someone to remember the next step. We also use Predictive Sending once a campaign has enough historical activity for it to be meaningful. It does not replace our overall send strategy, but it helps us avoid sending everything at 10 a.m. simply because that is what the team has always done. Reporting has become more useful as well, since we can connect conversion tracking, attribution, site behavior, opportunities, and business goals, rather than judging performance only by opens and clicks. Review collected by and hosted on G2.com.

What do you dislike about ActiveCampaign?

Pricing takes more planning than the headline number suggests. The cost can shift based on contact volume, the plan you choose, and any add-ons, and features like SMS, Custom Reporting, Transactional Email, WhatsApp, and Enhanced CRM may add another layer depending on how your setup is configured. That flexibility is helpful because we don’t have to buy everything at once, but it also makes the true total harder to estimate from the base plan alone. If you have a larger database, or a team that already knows it will need several advanced capabilities, I’d recommend modeling the full stack before migrating, rather than realizing six months later that the real price is very different from the one used in the original comparison. Review collected by and hosted on G2.com.

What problems is ActiveCampaign solving and how is that benefiting you?

We had a product launch ready to go when we realized everyone was being dropped into the same nurture sequence, including contacts who had already visited the pricing page multiple times, requested information, or spoken with sales. The automation was technically “working,” but the experience didn’t make sense. We rebuilt the journey in ActiveCampaign Automations, added Site & Event Tracking to capture intent signals, and used custom fields to separate ICP, plan, and stage. High-intent contacts were routed into a sales action while everyone else stayed on the educational path, and Predictive Sending helped avoid having emails land at the same arbitrary time across the entire audience. That first version surfaced another issue: two different triggers could enroll the same contact twice, so a few test records received duplicate messages. Before launch, we tightened the entry conditions, added exclusions, and created an exit rule based on deal stage. What ActiveCampaign gave us was enough control to stop treating every lead as if they were at the same point, reduce manual audience management, and give sales better context on what someone had actually done before the conversation started. Review collected by and hosted on G2.com.