Overview: Adobe Marketo Engage and Act-On as Marketing Automation Category solutions.

Adobe Marketo Engage and Act-On both stand as strong contenders in the Marketing Automation space, yet they serve different focal points. Adobe Marketo Engage excels in analytics, custom reporting, and extensive integration capabilities, attracting primarily larger enterprises with diverse industry applications. In contrast, Act-On offers competitive solutions with a stronger emphasis on social media management and appealing to smaller businesses and the marketing and advertising industries. Each product's unique features and user segment preferences highlight their individual strengths for varying business needs.

Adobe Marketo Engage: Adobe Marketo Engage is a marketing automation software designed for B2B marketers to manage lead generation and customer engagement across complex buying journeys. Key features include campaign automation, account insights, AI-driven targeting, and CRM integrations.

Act-On: Marketing automation enables personalized workflows and exceptional brand experiences. It drives remarkable engagement for marketers.

Adobe Marketo Engage and Act-On: Best activities based on customer satisfaction

Activities: Adobe Marketo Engage vs Act-On

Discover and compare top business activities, Q&A, and peer reviews for Adobe Marketo Engage vs Act-On to help find the right fit for your needs.

Adobe Marketo Engage Act-On

engagement management
campaign management
engaging and following up
lead management
communication management
social media management

Key Capabilities Supported

Adobe Marketo Engage is packed with features like engagement management and campaign management. It focuses on facilitating lead management and improving customer communication. read more →

Act-On excels in communication management and social media management, making it ideal for those seeking to enhance engagement through versatile platforms. read more →

Business Goals

Adobe Marketo Engage helps businesses acquire customers and scale best practices effectively. It supports strategic goals like improving ROI and increasing sales. read more →

Act-On focuses on acquiring customers and enhancing customer relationships, helping to improve ROI and expand market share subtly. read more →

Core Features

Adobe Marketo Engage has robust features including AI capabilities and extensive integration tools, alongside custom reporting for deep analytics. read more →

Act-On highlights effective analytics and integration solutions, with custom reporting facilitating clear data insights. read more →

Vendor Support

Adobe Marketo Engage provides a strong support system with options like 24/7 support and multi-channel communication. read more →

Act-On offers reliable vendor support with comprehensive 24/7 access, catering to customer needs through various communication channels. read more →

Segments and Industries

Adobe Marketo Engage sees widespread use across enterprise segments, particularly popular in software and advertising industries. read more →

Act-On serves a diverse clientele, notably within smaller business sectors and the marketing industry, demonstrating its suitability for varied operations. read more →

Operational Alignment

Adobe Marketo Engage seamlessly fits into large-scale operations, supporting complex structures with its integration and reporting capabilities. read more →

Act-On is tailored for smaller scales, balancing simplicity with effectiveness, making it adaptable to different operational needs. read more →

Applying your context and needs changes the comparison

IT and Other Capabilities

Low
Medium
High

Ease of migration

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Data

Data Import

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Data Export

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Support

24/7 Support

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Email Support

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Chat Support

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Phone Support

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Others

AI Powered

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Custom Reports

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Analytics

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Business Setting

Popular in Industry

Computer Software (29.0%)
Marketing And Advertising (14.0%)
Information Technology And Services (10.0%)

Marketing And Advertising (18.0%)
Computer Software (17.0%)
Information Technology And Services (13.0%)

Popular in Segments

SMB and MidMarket (64.0%)
Enterprise (36.0%)

SMB and MidMarket (83.0%)
Enterprise (17.0%)

Most deployed common Use Cases for Adobe Marketo Engage and Act-On

What makes Adobe Marketo Engage and Act-On ideal for Engagement Management?

Adobe Marketo Engage and Act On both allow for creating engaging email campaigns and tracking engagement rates. Adobe Marketo Engage focuses on large-scale programs, offering features like dynamic content and segmentation for personalized emails. Act On emphasizes integration with Salesforce and provides tools for tracking email and website behavior, making it useful for customer engagement. Both tools offer sales team support, but Adobe Marketo Engage experiences limitations in its support response time.

"...We use Marketo in our Marketing Operations department to send e-blasts, create engagement programs, see emails analytics, and segment audiences...." Peer review by Katlin Haunsperger, Marketing Manager, Workiva

"...Real-time engagement alerts help us evaluate our strategy accurately and in the moment...." Testimonial by Brian Evans, Ceo, Madrona Financial Services

What makes Adobe Marketo Engage and Act-On ideal for Campaign Management?

Adobe Marketo Engage and Act On both manage email marketing campaigns and track website activity. Adobe Marketo Engage offers more features, such as landing page creation, and can be scaled for complex marketing campaigns. Act On focuses on email campaign tracking and integration with other software. Both tools have limitations, for example, Adobe Marketo Engage may require developer assistance for more complex integrations.

"...We review the campaign analytics for effectiveness and are getting ready to implement real time personalization (RTP)...." Peer review by Heather Sullivan, Marketing Programs Manager - Mid Market Distributed Enterprise, 8x8, Inc.

"...We then also use Act-On to run marketing campaigns on behalf of these affiliates out to their own client base...." Peer review by Laura Hughes, Marketing Manager, PayDashboard Ltd

How efficiently Does Adobe Marketo Engage and Act-On manage your Communication Management?

Adobe Marketo Engage and Act On are both used for sending emails and creating landing pages. Marketo Engage is preferred for tracking email campaign performance and lead scoring. Act On is more useful for sending high-volume emails and integrating with other digital marketing tools. A limitation of both tools is that they require users to set up individual webinars and campaigns manually, which can be time-consuming.

"...It is the sole product we use for our email marketing, brand communications and database management...." Peer review by Emily Henson, Marketing Automation Specialist, Everbridge

"...On allows us to track our email response rates, as well as having some capabilities for integration into CRMs, like Salesforce...." Peer review by Administrator in Marketing

Adobe Marketo Engage in Action: Unique Use Cases

How does Adobe Marketo Engage facilitate Lead Management?

What Are the key features of Adobe Marketo Engage for Lead Nurturing?

Act-On in Action: Unique Use Cases

How efficiently Does Act-On manage your Generation Of New Leads?

Integrations

Ecosystem partners each product commonly connects with.

Adobe Marketo Engage

Act-On

News

Latest Adobe Marketo Engage news

Adobeâ€™s â€˜natural lookâ€™ camera app embraces generative AI

Adobe's Project Indigo camera app introduces a new AI Playground update, featuring generative filter effects, object removal, and chatbot feedback. The update includes four sections: Styles, Object Editing, Photo Guidance, and Custom Edit, enhancing the app's capabilities with generative AI tools. Adobe is testing free access to these features with a small user group, with plans for a potential paid version if successful.

19/07/2026 - source

Latest Act-On news

Banzai International proposes rebrand to Parabolic Technologies

Banzai International plans to rebrand as Parabolic Technologies, pending shareholder approval. The rebranding includes a new Nasdaq ticker symbol, PARA, effective August 7, 2026. The company will also restructure into three divisions: ConnectAndSell, Banzai, and CreateStudio, focusing on AI-driven solutions.

05/08/2026 - source