Act-On

Act-On pairs conventional marketing automation with AI for specific tasks. AI Create drafts content, Adaptive Send picks timing from past engagement, and predictive scoring and Audience Insights, both included in Professional, help prioritize leads. True Open separates human engagement from activity generated by security and privacy software. InSite, an add on, holds website conversations, and an advanced analytics add on answers natural language questions.

Segmentation, forms, campaign branches and CRM handoffs still form a complete product without these models, so AI changes how a marketer produces content and reads activity rather than replacing the campaign system.

Marketers configure journeys from audience segments, behavior, profile conditions and timing. Programs can branch, wait, send email or SMS and remove contacts when an early exit condition is met. AI Create puts generated text into an editable marketing template, leaving the marketer in control of the message. InSite is a different execution surface: it answers website visitors and can feed interest signals into subsequent outreach. No single approval step or emergency stop is described across those conversations, campaign actions and changes to external records.

AI Create uses OpenAI for email content and optional subject lines. The service agreement also names AWS Bedrock among third party AI services, while InSite originated through a partnership with Mopo and uses knowledge from the customer's website. Predictive lead scoring draws on historical engagement and conversion patterns; Adaptive Send works from recipient engagement history. These functions have distinct inputs and purposes. There is no full inventory of which model runs which feature, nor a default label for recipients, and the model used for content generation can differ from the system used for predictive timing.

Hitachi High-Tech Analytical Science reports automating 40 percent of its new marketing leads after connecting Act-On with Salesforce. The implementation joined lead capture, content downloads, webinars and custom handoff triggers, reducing manual work around the marketing record. Its team evaluated Act-On alongside Pardot, HubSpot and Marketo during the selection. Neither the size of the lead pool nor the period measured is given for the 40 percent figure. It concerns lead processing and coordination across teams, rather than a measured increase in sales conversion caused by AI.

Email campaigns support fatigue suppression and behavioral waits, while the acceptable use rules require consent records and working unsubscribe links. SMS conversations must identify the sending organization and accept an opt out keyword, after which only confirmation may follow. The policy also prohibits lists without permission and permits suspension for misuse. These controls give a lifecycle program a defined permission boundary. Act-On describes no automated check of every imported consent record, and audience ownership and the right to contact each person remain customer responsibilities.

Act-On processes marketing data on the customer's instructions under its DPA and helps with access and deletion requests; when a client asks for data to be removed, Act-On responds within 30 days, although residual copies can remain in backups for a time. Transfer provisions use EU standard contractual clauses and a UK addendum, and the privacy program also covers the EU, UK and Swiss Data Privacy Frameworks.

Subprocessor identities are available on request, with notice and an objection process for changes. Act-On does not sell personal information. Customers remain responsible for lawful collection and tracking notices.

Act-On works on the customer's own contact data, enriched by forms, website behavior, webinar activity and CRM information. Zoom and WebEx registration and attendance can feed followup programs, while connected sales records add relationship context. It does not sell a licensed prospect database. Act-On offers no indemnity for external lists or enrichment, so the provenance of those records follows their original source and integration. Its terms place collection rights and recipient notices with the customer, and its messaging rules require permission for any imported audience.

The integration layer uses CRM connectors, an open API, webhooks, Zapier and Cazoomi to move data between marketing and business systems. Data Bridge sends and receives records, and the Salesforce workflow can push a marketing list into a campaign on a recurring schedule. Act-On runs its own SMTP infrastructure for email, so sending does not depend on automating a seller's browser session.

Third party integrations keep their own permissions and limits, and no single commitment covers conformance on every connected platform. CRM integration is an add on for Professional and included in Enterprise.

Optional AI features exclude customer inputs from model training under the service agreement. The same terms remove AI inputs from the agreement's confidential information category and place them with third party services, and input and output also sit outside its definition of Customer Content. That is narrower protection than treating the whole AI interaction like an ordinary stored campaign record.

The general DPA sets a deletion process for customer personal data, but how long the AI providers keep inference data goes unsaid. Several AI tools, including InSite and advanced analytics, are add ons a customer can leave out entirely.

InSite answers product questions on a customer's website from knowledge drawn from that site, then carries visitor interest into marketing automation. Email creation produces material for a marketer's own templates and sender identity. The messaging policy prohibits disguising where a message comes from and requires the organization to identify itself in initial SMS messages. Act-On describes no default AI label for the web conversation or generated email, and no Article 50 position. InSite is sold as an add on to both editions, so a buyer decides whether a conversational agent faces visitors at all.

Salesforce, Dynamics, Sugar, NetSuite and Zendesk integrations expose marketing engagement inside the CRM and move data in both directions. Salesforce marketing lists can create campaigns and optionally add records as Leads, with scheduled pushes for subsequent additions. That workflow does not support the unified All Contacts list in Audience Center. Zoom and WebEx add attendance data, while Data Bridge, APIs and webhooks connect other systems.

Object coverage and failure recovery vary by connector, so the ecosystem is broader than a single uniform synchronization contract. Act-On Anywhere adds open and click alerts to Chrome and Outlook workflows. In its Chrome and legacy Outlook tracking path, engagement from additional recipients or forwarded messages is attributed to the first recipient.

Act-On runs as a hosted application on hybrid cloud infrastructure, with customer data logically separated between accounts. Application infrastructure spans the United States, Germany and Ireland. Contractual processing permissions also include storage or access in the United States and United Kingdom, so application hosting does not describe the whole processing footprint. Customers get no stated region choice that covers every component.

There is no standard self hosted edition in this purchase path. Daily automatic backups retain offsite snapshots for 30 days within the same country as the data center. Storage and network connections use automatic failover.

ISO 27001 and TX-RAMP are named certifications, alongside an audited HIPAA compliance posture. The application supports SAML sign in through providers including Okta and Microsoft Entra, plus multifactor authentication. Access to the hosted environment is restricted and logged, and accounts are logically isolated from one another.

There is no described self serve audit package with certificate scope and reporting dates, and the hosting facilities' certifications are distinct from Act-On's own certifications. Administrators and designated marketing users have full access to creative assets by default; account permissions determine which other staff can use them.

Professional starts at $900 per month for 2,500 active contacts with an annual commitment. The billing unit follows contacts emailed during the month, allowing the database to retain other contacts and their history. Enterprise is quoted. CRM integration, Data Studio and account based marketing can add to Professional, while SMS, transactional email, InSite and advanced AI analytics can add to either edition. Implementation also affects the quote. The standard renewal terms add five percent annually unless the order form changes them, so the entry rate is not the whole contract.

The DPA gives a copy of customer personal data on written request before deletion and sets a deletion window of 90 days after the service ends. CRM synchronization and Data Bridge also move operational records into connected systems during use, which keeps another working system current but does not preserve campaign configuration. No portable archive of working journeys, assets and analytics history is offered.

Renewal normally requires written notice at least 30 days before the term ends. Because billing counts only contacts emailed in a month, records that sit idle can stay in the database with their engagement history rather than being purged.

Act-On sends through its own SMTP servers with DKIM authentication. Fatigue suppression limits the messages a contact receives over a chosen period, and behavioral waits can slow a journey until the recipient responds. True Open helps keep automated scans from becoming false engagement signals. The acceptable use policy adds an account level cap of ten emails or text messages per contact per month. Deliverability services support sender reputation and gradual volume growth. A journey can hold its next email until a recipient opens the previous message or clicks its call to action.

Act-On serves midsize and enterprise lifecycle marketing teams across manufacturing, technology, professional services, financial services, healthcare, insurance and agencies. Hitachi's lead processing workflow gives a concrete industrial example, with Salesforce remaining the sales system. Central teams can distribute campaign templates and programs to branches, agents or partners while allowing local customization. Pricing displays in US dollars or pounds sterling. Standard support runs by email, with live chat, phone and Zoom help available, and Premium or Premium+ programs add training paths, office hours, shorter response targets and deliverability reviews.