Act-On Pricing (+ ZoomInfo): 2026 Breakdown

If you've visited Act-On's pricing page, you've seen two tiers: Professional at $900/month and Enterprise at "Let's talk." Whether CRM integration, SMS marketing, or advanced analytics are included or extra isn't obvious. Marketing automation pricing looks simple on the surface. Underneath, it gets complicated.

Act-On serves over 4,000 mid-market B2B customers with email marketing, lead scoring, and multichannel campaign tools. Its Active Contact pricing model charges only for contacts you actually email, not your entire database. That's a fair approach to billing. But Act-On's platform has a gap: it automates outreach, but it doesn't tell you who to reach or when they're ready to buy.

We've analyzed Act-On's pricing tiers, add-on costs, and feature limitations. It's the right choice if:

• You need mid-market marketing automation with strong email deliverability

• Your team values ease of use over feature complexity

• You want to pay only for the contacts you actively market to

• You need HIPAA-compliant marketing automation for healthcare

• You appreciate responsive customer support

However, Act-On alone isn't enough if:

• You need verified B2B contact data to fill your marketing lists

• You want intent signals showing which accounts are researching solutions

• Your sales and marketing teams lack a shared view of buyer readiness

• You need to identify and prioritize accounts before campaigns begin

• You want AI insights into who to target and when to engage

In this case, extend Act-On with ZoomInfo: an AI GTM platform that integrates directly with Act-On to provide 500M contacts and 100M companies, 135M+ verified phone numbers, and 200M+ verified business email addresses, plus buyer intent signals and account intelligence that tell your marketing automation who to reach and when.

We've included a detailed analysis of how ZoomInfo extends Act-On's value in this review. If you want to skip ahead to the ZoomInfo integration breakdown, use this link.

Act-On Pricing Summary

Act-On Pricing: In-Depth Overview

Act-On uses an "Active Contact" pricing model that charges based on the number of contacts you email in a given month, not your total database size. If you have 5,000 contacts but only email 2,500, you pay for 2,500. Competitors like HubSpot and Marketo charge based on total database size.

The platform offers two tiers (Professional and Enterprise) with several paid add-ons. Annual contracts are required. Here's what each tier includes and what costs extra.

Act-On Professional Plan: $900/month for 2,500 Active Contacts

The Professional plan includes the core automation platform: engagement programs, website/landing page visitor tracking, lead scoring, behavioral and demographic list creation, email segmentation, landing pages and forms, pre-built templates, Open API/Zapier/Cazoomi integrations, analytics dashboards, AI Predictive lead score, and AI Audience Insights.

This tier covers most of what a mid-market marketing team needs for daily campaign work. Act-On runs its own SMTP servers, which produce strong deliverability. The Automated Journey Builder lets you design workflows with email, branching logic, wait steps, and list management. Lead scoring supports both manual rules and AI-powered prediction.

What the Professional plan does not include: CRM integration, Data Studio, ABM, SMS marketing, transactional email, InSite AI Web Agent, and AI-Powered Advanced Analytics. These are all paid add-ons.

👉 The Bottom Line: Professional provides solid marketing automation for small teams, but the lack of CRM integration at this tier is a real limitation for B2B organizations where sales-marketing alignment matters.

Act-On Enterprise Plan: Custom Pricing

The Enterprise plan adds what most B2B marketing teams consider essential: native CRM integration with major providers, Data Studio for advanced reporting and BI integration, and Account-Based Marketing. The CRM integration enables bidirectional data sync, automatic lead qualification, and deduplication between Act-On and your CRM.

Enterprise still lists SMS marketing, transactional email, InSite AI Web Agent, and AI-Powered Advanced Analytics as paid add-ons. Act-On recommends Premium support for Enterprise customers, which costs extra.

👉 The Bottom Line: Enterprise unlocks the features most B2B teams need from day one, especially CRM integration. But unpublished pricing and remaining add-ons mean your actual monthly cost could vary significantly from the base quote.

Act-On Add-On Costs and Hidden Fees

Beyond the two base tiers, Act-On's true costs emerge through add-ons, overages, and contract terms:

Paid Add-Ons (pricing not publicly disclosed):

• CRM Integration (Professional tier only; included in Enterprise)

• Data Studio for advanced reporting

• Account-Based Marketing

• SMS Marketing with credit-based system (160-character messages, international multipliers)

• Transactional email

• InSite AI Web Agent

• AI-Powered Advanced Analytics (Standard, Dynamic Business Analytics, or Premium AI Analytics tiers)

Contract and Renewal Terms:

• Annual contracts required

• Automatic renewal for successive 12-month terms with a 5% fee increase per renewal

• 30 days written notice required to cancel before renewal

• Data retained for 30 days after termination, then permanently deleted

Overage and Storage Fees:

• Act-On reserves the right to charge overage fees if you exceed your licensed scope

• Default 4 GB media storage; additional capacity in 10 GB blocks at extra cost

• API call overages may result in access suspension

Support Upgrades:

• Premium and Premium+ support available for faster SLAs, unlimited training, office hours, and deliverability insights (pricing not disclosed)

Implementation Services:

• Professional Services for onboarding, migration, and integration building (pricing not disclosed)

• Non-profit discounts available but specific amounts undisclosed

Where Act-On Needs Data Enhancement

Act-On handles campaign execution well, but it has a fundamental gap: it automates what you send, but doesn't help you figure out who to send to or when they're ready to hear from you.

No Built-In B2B Contact Database

• Act-On automates outreach to contacts already in your system but provides no source of new, verified B2B contacts

• Marketing teams must build or purchase lists from external providers before campaigns can begin

• This creates a bottleneck where automation sits idle until lists are populated

Limited Account Intelligence

• The platform tracks known contacts' behavior on your website and emails but lacks broader market intelligence

• No visibility into company attributes, technographics, org charts, or hiring patterns beyond what contacts self-report

• Sales teams don't know which accounts are worth pursuing until prospects engage on their own

No Buyer Intent Signals

• Act-On scores leads based on their engagement with your content, but can't identify accounts researching your category elsewhere

• Companies evaluating solutions in your space remain invisible until they fill out a form

• Campaigns reach contacts at arbitrary times rather than when buying intent is highest

Audience Discovery Gap

• Building target account lists requires manual research or importing from third-party data providers

• No automated way to identify lookalike accounts that match your best customers' profiles

• TAM analysis and market sizing happen outside the platform entirely

These limitations haven't stopped Act-On from serving its customers well for campaign execution. But for teams that want their automation to target the right accounts at the right time, the missing data layer separates good campaigns from high-converting ones.

ZoomInfo as the Data Layer for Act-On

ZoomInfo is an AI GTM platform built on a large data foundation: 500M contacts and 100M companies, 135M+ verified phone numbers, and 200M+ verified business email addresses. Its GTM Context Graph processes 1.5B+ data points daily, combining this data with your CRM records, conversation transcripts, and behavioral signals to show the full context of your accounts (not just what's happening, but why). That intelligence is accessible through the GTM Workspace for sellers, GTM Studio for marketers and RevOps, or APIs and MCP in any other front-end.

For marketing teams running Act-On, this turns the platform from a campaign execution tool into a data-driven marketing engine. Act-On lists ZoomInfo among its ABM platform integrations, so data flows from ZoomInfo's intelligence layer into Act-On's automation workflows. The result: your campaigns target verified contacts at accounts showing buying intent, instead of broadcasting to stale lists.

ZoomInfo fits B2B marketing teams that need to identify target accounts before campaigns launch, organizations that want intent-driven nurture sequences, and any team whose marketing automation value depends on the quality of data feeding it.

ZoomInfo Lite: $0/month (Permanent Free Tier)

Where Act-On offers no free plan, ZoomInfo Lite provides permanent access to the B2B database with no credit card or contract. The 10 monthly export credits limit volume, but the plan lets teams test data quality and see how verified contacts compare to their current sources before committing to paid plans.

👉 The Bottom Line: ZoomInfo Lite lets marketing teams test data quality at zero cost and see how verified contacts improve Act-On campaign performance.

ZoomInfo Sales Plans: Custom Pricing

ZoomInfo's Sales plans provide the contact data and intelligence that Act-On campaigns need. The Professional tier gives marketing teams verified contacts with direct phone numbers and business emails, searchable by 300+ company attributes. Advanced adds Buyer Intent data that tracks signals from 210 million IP-to-Organization pairings, so Act-On nurture sequences can trigger when accounts start researching relevant topics.

The integration works through Act-On's ABM platform connections and shared CRM systems. ZoomInfo identifies and enriches target accounts, scores them by intent and fit, and pushes qualified contacts into the CRM or directly into Act-On lists. Act-On then runs automated campaigns against these verified, intent-qualified audiences.

👉 The Bottom Line: ZoomInfo Sales plans fill Act-On's biggest gap: verified contacts and buyer intent that make automation campaigns convert.

Seismic attributed 39% of its active pipeline to opportunities identified or influenced by ZoomInfo signals, with sales teams reporting 54% productivity gains. (Seismic Case Study)

ZoomInfo Marketing Plans: Custom Pricing

ZoomInfo's Marketing plans add the intelligence layer that identifies which accounts and contacts should enter Act-On campaigns. FormComplete reduces landing page forms to a single field while auto-appending the rest from ZoomInfo's database, which directly improves Act-On landing page conversion rates. Smartsheet reported a 40%+ increase in form fills and 84% increase in MQLs using FormComplete.

The Marketing plans also provide contact-level visitor identification, showing not just which companies visit your site but which specific people. These identified visitors can be routed into Act-On nurture sequences automatically.

👉 The Bottom Line: ZoomInfo Marketing plans turn Act-On into an intent-driven marketing system: they identify who's ready to buy and feed them into automated campaigns.

Redwood Logistics achieved a 99% reduction in CPC and 310% increase in CTR using ZoomInfo's audience data. (Redwood Logistics Case Study)

ZoomInfo GTM Studio and GTM Workspace

Beyond the Sales and Marketing plans, ZoomInfo's next-generation products extend Act-On's value further:

GTM Studio gives marketers and RevOps teams an AI-powered canvas where they can describe audiences in natural language, build plays that trigger across channels, and activate campaigns without engineering support. Plays designed in GTM Studio can feed qualified accounts and contacts into Act-On for email nurturing while running display ads and SDR outreach through ZoomInfo's own channels.

GTM Workspace gives sellers a single view of prioritized accounts with AI-drafted outreach, so leads nurtured through Act-On campaigns receive coordinated follow-up from sales. Marketing and sales work from the same account data and intent signals.

Both products draw from the GTM Context Graph, ZoomInfo's intelligence layer that combines its B2B data with your first-party CRM records, conversation transcripts, and behavioral signals to capture not just what's happening in a deal, but why.

Act-On Feature Value (Extended by ZoomInfo)

Contact Data and List Building

Act-On's Approach: Act-On provides the automation engine for marketing campaigns but does not include a contact database. Marketing teams must source contacts through manual research, purchased lists, inbound form submissions, or third-party data providers. The platform manages and segments contacts already in the system, but the pipeline starts empty.

Source: Act-On

ZoomInfo's Addition: ZoomInfo provides 500M contacts with 200M+ verified business email addresses and 135M+ verified phone numbers, searchable by 300+ company attributes including industry, company size, technology stack, and job function. Verified contacts can be exported into Act-On through shared CRM integrations, giving campaigns an immediate audience of decision-makers who match your ideal customer profile.

🪙 Value Verdict: ZoomInfo eliminates the list-building bottleneck that limits Act-On's value. With verified data flowing into Act-On, campaigns launch against targeted audiences from day one instead of waiting for inbound leads to accumulate.

Vensure scaled its prospecting using ZoomInfo's data: "ZoomInfo gives us the information we need to execute. We don't have to go through and spend our time digging. It's already there, so we can be three steps ahead." (Vensure Case Study)

Buyer Intent and Timing

Act-On's Approach: Act-On scores leads based on engagement with your owned assets: email opens, link clicks, form submissions, and website visits from known contacts. This behavioral scoring tells you which existing contacts are engaged, but it can't identify accounts researching your category on third-party sites, reading competitor reviews, or searching for solutions you offer.

Source: Act-On

ZoomInfo's Addition: ZoomInfo Intent tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success rather than requiring manual topic selection. When an account shows intent spikes, ZoomInfo can trigger Act-On nurture sequences targeting verified contacts at that account, reaching prospects while they're evaluating options.

🪙 Value Verdict: ZoomInfo adds the external intent layer that Act-On's internal scoring cannot provide. Campaigns reach the right accounts at the right moment, instead of marketing to contacts regardless of buying readiness.

Account Intelligence and ABM

Act-On's Approach: Act-On's Enterprise tier includes Account-Based Marketing capabilities, and the platform integrates with ABM platforms including ZoomInfo, DemandBase, 6Sense, Rollworks, and Terminus. But Act-On's ABM relies on external data for account identification and prioritization. The platform can run account-targeted campaigns but doesn't provide the company attributes, technographic data, or organizational intelligence needed to identify which accounts belong in your ABM program.

Source; Act-On

ZoomInfo's Addition: ZoomInfo profiles the tech stack of 30+ million companies tracking 30,000+ technologies, provides department org charts with decision-makers' contact information, and uses Account Fit Scores (predictive AI scoring from 0-100) to identify which accounts match your conversion patterns. This intelligence feeds into Act-On's ABM workflows, so campaigns target accounts with the highest likelihood of converting.

🪙 Value Verdict: ZoomInfo provides the account intelligence that makes Act-On's ABM capabilities actionable. Without it, ABM through Act-On is limited to accounts you've already identified by hand.

Sales-Marketing Alignment

Act-On's Approach: Act-On's Enterprise tier offers native CRM integrations with Salesforce, Microsoft Dynamics, SugarCRM, and NetSuite, enabling bidirectional data sync and lead scoring that syncs to CRM records. This aligns marketing nurture programs with sales follow-up in the CRM. But CRM integration is an add-on for Professional tier users, and even with CRM sync, both teams are limited to the data already in their systems.

Source: Act-On

ZoomInfo's Addition: ZoomInfo enriches CRM records with verified contact data, company attributes, and intent signals, so both Act-On campaigns and sales outreach draw from the same intelligence. Through GTM Workspace, sellers see the same intent signals that triggered Act-On nurture sequences, enabling coordinated follow-up. Marketing-qualified leads arrive in the CRM with full context: who the buyer is, what they're researching, and how to reach them.

🪙 Value Verdict: ZoomInfo creates the shared data layer that connects Act-On's marketing campaigns with sales execution. Instead of marketing sending leads to sales with minimal context, both teams work from the same enriched account view.

Impartner saw a 45% increase in website engagement and saved 15 hours by using ZoomInfo's automation: "ZoomInfo has literally changed the way we go to market." (Impartner Case Study)

Final Verdict: Act-On + ZoomInfo

The question isn't whether to use Act-On for marketing automation, but how to get the most from it with the right data:

Act-On is a mid-market marketing automation platform built on the principle that you should only pay for the contacts you actually market to. With Professional pricing at $900/month for 2,500 active contacts and custom Enterprise plans that add CRM integration and ABM, it lets marketing teams build automated campaigns with strong email deliverability, AI-powered lead scoring, and multichannel orchestration across email, SMS, social, and web. The Active Contact pricing model works best for mid-market B2B organizations with established contact lists, marketing teams that value ease of use, and organizations in regulated industries needing HIPAA-compliant marketing automation.

ZoomInfo is an AI GTM platform that provides the data foundation Act-On campaigns need to target the right accounts at the right time. Built on a B2B dataset of 500M contacts and 100M companies (135M+ verified phone numbers, 200M+ verified business email addresses), ZoomInfo's GTM Context Graph combines this data with your CRM records, conversation transcripts, and behavioral signals to show not just who your buyers are, but when they're ready to buy. Whether accessed through GTM Workspace for sellers, GTM Studio for marketers, or APIs and MCP in any tool, this intelligence layer makes Act-On campaigns convert by ensuring every email, nurture sequence, and ABM play reaches verified contacts at accounts showing buying intent.

Get started with ZoomInfo here.

Act-On asks "How do we automate your marketing campaigns?" ZoomInfo asks "Who should those campaigns target, and when?" Together, they build a marketing engine where automation meets intelligence.

Act-On Pricing FAQ

How much does Act-On cost per month?

Act-On's Professional plan starts at $900 per month for 2,500 active contacts. Enterprise pricing is custom and requires a sales conversation. Both tiers require annual contracts. The Active Contact model means you only pay for contacts you actually email, not your entire database, which can reduce costs compared to competitors that charge based on total contact count.

Does Act-On have a free plan or free trial?

Act-On does not offer a free plan or publicly disclosed free trial for its full platform. The company provides a 30-day free trial for its Advanced Analytics features only. A free developer account is available for API access. This contrasts with competitors like HubSpot that offer free tiers.

What is Act-On's Active Contact pricing model?

Active Contact pricing charges based on the number of contacts you email in a given month, not your total database size. If you have 10,000 contacts but only email 2,500, you pay for 2,500. Act-On claims this model can deliver cost reductions of up to 48% compared to platforms like Marketo that charge based on total database size.

Does Act-On require annual contracts?

Yes. Act-On requires annual contracts. Contracts automatically renew for successive 12-month terms with a 5% fee increase per renewal. You must provide 30 days written notice before the end of your term to cancel.

What features cost extra with Act-On?

On the Professional plan, CRM integration, Data Studio, ABM, SMS marketing, transactional email, InSite AI Web Agent, and AI-Powered Advanced Analytics are all paid add-ons. Enterprise includes CRM integration, Data Studio, and ABM, but SMS, transactional email, InSite AI, and Advanced Analytics still cost extra. Premium support is also an additional charge on both tiers.

Does Act-On integrate with ZoomInfo?

Yes. Act-On lists ZoomInfo among its ABM platform integrations. The two platforms connect through shared CRM systems and direct integration pathways, allowing ZoomInfo's verified contact data and intent signals to flow into Act-On for targeted campaign execution. This addresses Act-On's lack of a built-in B2B contact database.

How does Act-On compare to HubSpot and Marketo on price?

Act-On's $900/month entry point sits between HubSpot's Marketing Hub (which starts lower but scales quickly with contacts) and Marketo's enterprise pricing. Act-On's Active Contact model can be more cost-effective for organizations with large databases where only a portion is actively marketed to. But Act-On's requirement that CRM integration and several key features are paid add-ons means the total cost often exceeds the base price.

Why add ZoomInfo to Act-On?

Act-On automates campaign execution but doesn't include a B2B contact database or buyer intent signals. ZoomInfo provides 500M contacts with verified emails and phone numbers, plus intent data showing which accounts are researching solutions in your category. Adding ZoomInfo to Act-On means campaigns target verified contacts at in-market accounts rather than broadcasting to stale or manually assembled lists.