Act-On vs. GreenRope (vs. ZoomInfo): How Do They Compare in 2026?

If you're comparing Act-On vs. GreenRope, you're weighing two different approaches to the same problem: how to run B2B marketing without drowning in complexity or cost.

Before you choose between them, these are the questions that matter:

• Do you need a dedicated marketing automation platform, or an all-in-one system that also handles CRM, project management, and operations?

• Is your priority campaign execution, or consolidating your tech stack into one tool?

• How important is the quality of the contact data powering your campaigns?

• Do you have a mid-market team that needs depth in marketing, or a small business that needs breadth across everything?

• Would you rather pay for the contacts you email, for the contacts you store, or for the intelligence that tells you which contacts are worth reaching?

Here's what we recommend:

Act-On is a marketing automation platform built for mid-market B2B teams. Founded in 2008 by the co-founder of Responsys (later acquired by Oracle for $1.5 billion), Act-On combines email marketing, lead scoring, multichannel automation, and AI-powered analytics. Its Active Contact pricing means you only pay for contacts you actually email, not your entire database. But Act-On focuses purely on marketing automation. There's no built-in CRM, no project management, and at $900/month for 2,500 active contacts, it requires a separate CRM to be fully effective.

GreenRope takes the opposite approach: everything in one platform at one price. Its "Complete CRM" bundles sales pipeline management, email marketing, customer journey automation, project management, event management, e-commerce, and support ticketing, with unlimited users and emails at every tier. For small businesses paying for five or six separate tools, GreenRope's consolidation pitch is compelling, starting at $99/month for 500 contacts. The tradeoff is a steep learning curve and the constraints of a bootstrapped team of roughly 20 people maintaining all those capabilities at once.

Both platforms help you build and run marketing campaigns. But neither solves the data problem on its own. You can design the best email nurture sequence or customer journey, but if your contact data is incomplete, your targeting is off, or you can't tell which accounts are researching solutions like yours, you're automating outreach to the wrong people at the wrong time.

ZoomInfo is an AI-powered go-to-market platform that provides the intelligence layer underneath your marketing automation. With 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business email addresses, ZoomInfo gives your marketing team the data to target the right buyers. Its GTM Context Graph processes 1.5B+ data points daily, combining this data with your CRM records, conversation transcripts, and behavioral signals to reveal not just who your buyers are, but when they're in-market and why they're likely to convert. ZoomInfo integrates with Act-On and delivers intelligence through GTM Studio for marketers and RevOps, GTM Workspace for sellers, or APIs and MCP for any other tool in your stack.

If the intelligence behind your marketing matters as much as the campaigns themselves, see how ZoomInfo works with your existing tools.

Act-On vs. GreenRope vs. ZoomInfo at a glance

Marketing automation: two approaches, one gap

Act-On and GreenRope both automate marketing campaigns. They do it differently, and neither addresses the underlying data problem.

Act-On has spent nearly two decades refining campaign execution. Its Automated Journey Builder lets marketers design workflows with branching logic, wait steps, and dynamic content that adapts based on contact attributes.

Source: Act-On

The platform supports A/B testing with up to five email variations, and its Adaptive Send feature delivers each email at the time a contact is most likely to engage, drawing on up to 25 months of behavioral data.

Act-On goes beyond email. It offers native SMS marketing, social publishing to LinkedIn and X, landing pages, forms, and an InSite web agent that personalizes content for website visitors. It runs its own SMTP servers for deliverability, a detail that matters more than most marketers realize.

For a deeper look at Act-On's capabilities, see our Act-On review.

GreenRope covers similar ground but wraps it inside a broader system. Its Customer Journey Builder handles multi-step, behavior-triggered workflows, and the EasyBuilder provides drag-and-drop email design. GreenRope also supports SMS campaigns, social media management, A/B testing, and web forms.

Source: GreenRope

The critical difference: GreenRope's marketing module shares a database with its CRM, so behavioral data (website visits, email opens, form submissions) feeds directly into contact records without syncing. For small teams managing both sales and marketing, this eliminates one integration headache.

But both platforms share the same limitation. They automate what you tell them to automate, using whatever contacts you've collected. Neither tells you whether those contacts are the right ones, whether they're still at the company you think they're at, or whether their organization is in-market for what you sell. They execute. They don't inform.

ZoomInfo fills this gap. Its buyer intent data tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings monthly, identifying which companies are researching topics related to your product.

Guided Intent, exclusive to ZoomInfo, identifies the topics historically correlated with your closed deals rather than requiring manual topic selection.

When this intelligence feeds into Act-On or GreenRope, campaigns shift from broadcasting to a static list to reaching accounts that are researching solutions. That's the difference between a 2% response rate and a campaign that connects with buyers who are already looking.

Seismic's team attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, reporting that "the combination of internal CRM data, external signals, and AI that's given all that context has helped us craft very specific account- and persona-based messages. And people have responded to them right away." (Seismic Case Study)

Lead scoring tells you who engaged. Intent data tells you who's buying.

All three platforms score leads. The depth of those scores varies.

Act-On offers two scoring approaches. Manual scoring lets teams assign numeric values to specific activities (email opens, form fills, page visits) and profile attributes (job title, company size, industry). Teams can create up to four additional score sheets for different products, regions, or segments.

Beyond that, AI Predictive Lead Score uses machine learning trained on tracked behaviors and CRM outcomes to predict which leads are most likely to close. These scores update daily.

GreenRope scores leads based on behavioral and demographic signals within its shared CRM database. Because the CRM and marketing module share the same contact record, scoring can factor in sales interactions, support tickets, and project activity alongside marketing engagement. GreenRope also claims to have integrated predictive analytics for pipeline forecasting.

Both approaches score based on what contacts do inside your ecosystem: did they open your email? Visit your pricing page? Fill out a form?

ZoomInfo adds a dimension neither platform can provide: what prospects are doing outside your ecosystem. Its GTM Context Graph captures buying signals from across the web (third-party research activity, technology adoption changes, hiring patterns, funding events, and competitive evaluations). These signals reveal buying intent before a prospect ever visits your website or opens your email.

For marketing teams, this means lead scoring in Act-On or GreenRope becomes more accurate when enriched with ZoomInfo's external signals. A contact who opened three emails and visited your pricing page looks promising. That same contact, at a company showing high intent on your category, that just hired three new VPs, and is researching your competitor? That's a different conversation.

ZoomInfo's Account Fit Score adds predictive scoring (0-100) that reveals which company patterns predict conversion in your specific market.

Redwood Logistics achieved a 99% reduction in CPC and a 310% increase in CTR after using ZoomInfo's audience data. "It's not just the data itself. It's more about the right data at the right time to help us reach out with the right message across that full buyer journey," said Chelsea Kenyon, Senior Director of Digital Strategy. (Redwood Logistics Case Study)

Your campaigns are only as good as the data behind them

This is where the comparison gets uncomfortable for both Act-On and GreenRope.

Neither platform is a data provider. They work with the contacts you import, the forms you capture, and the website visitors you identify. If your database has decayed (industry data suggests email lists lose roughly 20-25% of their validity each year as people change jobs, companies restructure, and email addresses go stale), your campaigns degrade silently. Open rates drop. Bounce rates climb. Sender reputation suffers.

Act-On addresses this partially through its Email Deliverability Services and AI-driven True Open tracking that distinguishes real engagement from bot activity.

Source: Act-On

It also offers email fatigue management to avoid overwhelming prospects. These are execution-layer improvements. They help you send better, but they don't fix the underlying data.

GreenRope benefits from its unified database, where contact records update from interactions across sales, marketing, and support. But the data in GreenRope is still limited to what your team and your contacts provide. There's no external verification, no third-party enrichment, and no signal intelligence beyond what happens inside your own walls.

ZoomInfo approaches this problem from the data layer up. The platform maintains 500M contact profiles verified through a multi-source pipeline backed by 300+ human researchers, achieving up to 95% accuracy on first-party data.

When a contact changes jobs, ZoomInfo's continuous monitoring detects the change. When a company restructures, org charts update. When email addresses become invalid, they're flagged.

For marketing teams running Act-On or GreenRope, ZoomInfo integration means your contact database stays current without manual research. ZoomInfo's data enrichment appends missing fields (direct dials, verified emails, company attributes, technographics) to existing records, and its FormComplete feature reduces lead capture forms to a single field while auto-appending the rest.

The practical impact: Smartsheet reported a 40%+ increase in form fills, 84% increase in MQLs, 26% increase in opportunity rate, and 59% increase in win rate after implementing ZoomInfo's form optimization. That's not a campaign improvement. That's a data-quality improvement that compounds across every campaign.

All-in-one simplicity vs. specialized depth

GreenRope bets that small businesses gain more from one tool that does everything than from five tools that each do one thing well. Act-On bets that marketing automation deserves a dedicated platform. Both bets have merit.

GreenRope gives a 10-person company a CRM with drag-and-drop pipeline, email marketing, event management with QR code check-in, project management, e-commerce with cart abandonment recovery, support ticketing, and a website builder tied to contact records. No other platform in this comparison offers event management with ticket sales, or project tracking tied to client CRM records, at any price.

For a consulting firm or agency managing client projects alongside marketing, that's real value.

The cost of this breadth is depth. GreenRope's email builder works but isn't as refined as Act-On's. Its automation workflows offer branching and triggers, but they don't match Act-On's Adaptive Send or five-variant A/B testing.

Its reporting is adequate but less polished than dedicated analytics tools. And its integration ecosystem relies mostly on Zapier, with limited native connections compared to Act-On's integrations with major CRM providers.

Act-On goes deep where GreenRope goes wide. Its Advanced Analytics includes natural language query processing, where marketers can ask questions in plain English and receive generated reports.

Source: Act-On

Its Data Studio exports raw behavioral data to external BI tools. Its CRM integrations with Salesforce, Microsoft Dynamics, SugarCRM, and NetSuite are bidirectional.

But Act-On doesn't do CRM, project management, or event management. For a team that needs those capabilities, Act-On is one piece of a larger (and more expensive) stack.

ZoomInfo occupies a different position. It doesn't compete with either platform's campaign execution. Instead, GTM Studio lets marketers describe audiences in natural language, build multi-channel plays targeting accounts that match their win patterns, and launch campaigns across email, ads, calls, and direct mail, all powered by the GTM Context Graph.

For teams already running Act-On or GreenRope, ZoomInfo layers intelligence on top of existing workflows. For teams evaluating their full stack, ZoomInfo's orchestration capabilities in GTM Studio may reduce the need for a separate marketing automation tool.

Pricing models reflect different strategies

Each platform's pricing reveals who it's built for.

GreenRope is the most straightforward. All features are included at every tier. The only variable is contact capacity. Plans start at $99/month for 500 contacts and scale up to $799/month for 50,000 contacts. Every plan includes unlimited users and unlimited emails.

For a 15-person team, the per-user math is compelling compared to platforms that charge per seat. GreenRope also operates on a month-to-month basis with no required annual contract.

Act-On uses its Active Contact model, which charges only for contacts you actually email in a given month. The Professional tier starts at $900/month for 2,500 active contacts. The Enterprise tier adds CRM integration, Data Studio, and Account-Based Marketing at custom pricing. Act-On requires annual contracts with automatic renewal and a 5% annual price increase unless you provide 30 days' written notice.

The Active Contact model is genuinely differentiated. A company with 50,000 contacts in its database but only emailing 5,000 per month pays based on those 5,000, not the full database. This can mean cost reductions of up to 48% compared to competitors like Marketo that charge on total database size.

But the $900/month floor is steep for smaller teams, and capabilities like CRM integration and ABM are reserved for the Enterprise tier as paid add-ons.

For a full breakdown of what's included at each tier, see our Act-On pricing guide.

ZoomInfo uses custom-quoted, consumption-based pricing with no publicly listed prices. Pricing is built around seats (user access) and credits (data exports), with tiered plans for Sales, Marketing, and Operations. ZoomInfo offers ZoomInfo Lite, a permanent free tier with access to the B2B database, 10 monthly export credits, and features like the Chrome extension and WebSights Lite.

For teams evaluating total cost, the comparison isn't apples-to-apples. GreenRope replaces multiple tools at one price. Act-On does one thing well at a premium price and requires additional tools to cover CRM and other functions. ZoomInfo is an investment in the data layer that makes every other tool in your stack perform better.

Integration determines how much value you extract

Marketing automation doesn't exist in isolation. How each platform connects to your broader tech stack matters.

Act-On has the strongest integration ecosystem of the three for marketing-adjacent tools. It offers native CRM integrations with Salesforce, Microsoft Dynamics, SugarCRM, NetSuite, and Zendesk Sell, with bidirectional data flow. Webinar integrations include Zoom, GoToWebinar, and Webex. ABM integrations cover DemandBase, 6Sense, Rollworks, ZoomInfo, and Terminus.

For ad platforms, Act-On connects to Google Ads, LinkedIn Ads, and Meta/Facebook Ads. Data export goes through Act-On Data Studio to BI tools via Amazon S3, Google Drive, Power BI, or Microsoft Azure. For anything else, there's Open API, Zapier, and Cazoomi.

GreenRope is more limited. Native integrations cover QuickBooks, Shopify, WordPress, Google Workspace, Microsoft 365, PayPal, Stripe, and Authorize.net. Beyond that, GreenRope relies on Zapier for 9,000+ app connections. Zapier works, but it adds latency and another subscription cost, and complex workflows can break in ways that are harder to diagnose than native integrations.

GreenRope offers API access at all tiers, but the integration depth doesn't match platforms with years of dedicated connector development.

ZoomInfo approaches integrations from the infrastructure level. The ZoomInfo App Marketplace lists 120+ partner integrations across CRM, marketing automation, sales engagement, revenue intelligence, data warehouse, and ATS categories. Featured integrations include Salesforce, HubSpot, Microsoft Dynamics 365, and Snowflake. Cloud Partners enable direct data ingestion into AWS, Google Cloud, Snowflake, and Databricks.

The Enterprise API and MCP server let any AI agent or custom application consume ZoomInfo's data programmatically. API access is included in all relevant plans.

The practical implication: Act-On connects well to the tools a marketing team already uses. GreenRope tries to replace those tools instead of connecting to them. ZoomInfo feeds intelligence into whatever tools you choose, including Act-On and GreenRope.

BDO Canada's Jerry Wilson, Senior Marketing Intelligence Analyst, described ZoomInfo's integration approach: "The plug-and-play aspect of the API means I can integrate it very easily into any process and get information at a moment's notice." The team achieved an 87% reduction in time spent on updates to their internal data dashboards. (BDO Canada Case Study)

Support quality matters more than you think

Marketing automation platforms are complex. When something breaks, or when you need help building a workflow, support quality determines whether the platform accelerates your team or frustrates it.

GreenRope is the surprise leader here. Its customer support rates 4.6/5 on Capterra, the highest-rated dimension by a wide margin. Support is available 24/7 via phone, chat, email, and tickets, and every customer gets a dedicated training manager for personalized onboarding at no extra cost. For a bootstrapped company of roughly 20 people, this is notable.

The tradeoff is the learning curve: ease of use rates 3.9/5, the lowest-rated dimension, meaning you'll likely need that strong support during the first few weeks.

Act-On is consistently praised for support as well. The platform offers live technical support via chat, phone, and Zoom.

However, the Professional tier includes only Standard support with email-based access, with Premium support as a paid upgrade. Some reviewers note that reps may be too busy for in-depth strategy support.

ZoomInfo provides support through its Help Center, ZoomInfo University with role-specific learning paths and certifications, and a Modern GTM Community. Enterprise customers get dedicated account management.

ZoomInfo redesigned its onboarding program from 30 to 90 days, producing a 25% satisfaction improvement and winning Rocketlane's Golden Comet award for Best Customer Onboarding Team of 2024.

Act-On vs. GreenRope vs. ZoomInfo: Which should you choose?

The answer depends on what problem you're solving.

Choose Act-On if:

• Marketing automation is your primary need and you want specialized depth

• You already have a CRM (Salesforce, Dynamics, SugarCRM) and need a marketing layer on top of it

• Your team is mid-market B2B with 2,500+ active contacts per month

• You value features like Adaptive Send, AI Predictive Lead Score, and advanced A/B testing

• You need HIPAA-compliant marketing automation for healthcare

Choose GreenRope if:

• You're a small business paying for multiple separate tools and want to consolidate everything

• You need CRM, marketing, project management, and event management in one system

• Unlimited users matter because your whole team needs access

• Your budget is under $500/month and you want all features included

• You value strong personal support and are willing to invest time learning a complex platform

Choose ZoomInfo if:

• The quality and accuracy of your contact data is the bottleneck in your marketing

• You need to know which accounts are in-market, not just who opened an email

• You want verified B2B contact data to feed into Act-On, GreenRope, or any other tool in your stack

• Your team needs buyer intent signals, technographics, and org chart intelligence to prioritize efforts

• You're building an AI-powered GTM motion and need data accessible via API and MCP

Try ZoomInfo free with ZoomInfo Lite, or request a demo of the full platform.

Act-On and GreenRope are both capable marketing platforms for their respective audiences. Act-On gives mid-market teams the campaign execution depth they need. GreenRope gives small businesses a single system that covers nearly everything. But marketing campaigns don't succeed or fail on the automation alone.

They succeed when the right message reaches the right buyer at the right time, and that requires a data foundation that neither Act-On nor GreenRope provides on its own. ZoomInfo is that foundation.

Act-On vs. GreenRope vs. ZoomInfo FAQ

What is the core difference between Act-On, GreenRope, and ZoomInfo?

Act-On is a dedicated marketing automation platform for mid-market B2B teams, focused on email marketing, lead scoring, multichannel campaigns, and analytics. GreenRope is an all-in-one CRM that bundles sales, marketing, operations, event management, e-commerce, and project management in a single platform for small businesses.

ZoomInfo is a B2B data intelligence and GTM platform that provides verified contact data, company insights, buyer intent signals, and AI-powered targeting to improve marketing across any tool.

Can ZoomInfo replace Act-On or GreenRope?

Not directly. ZoomInfo doesn't build email templates, send drip sequences, or manage landing pages the way Act-On and GreenRope do. Instead, ZoomInfo provides the intelligence layer (who to target, when to engage, verified contact data) that makes campaigns sent through Act-On, GreenRope, or any other marketing automation tool more effective.

ZoomInfo's GTM Studio does offer marketing orchestration for multi-channel plays, audience building, and campaign activation, which may reduce the need for a separate tool depending on your workflow.

Which platform is cheapest for a small team?

GreenRope is the most affordable starting point at $99/month for 500 contacts, with unlimited users and all features included. Act-On starts at $900/month for 2,500 active contacts.

ZoomInfo offers a permanent free tier (ZoomInfo Lite) with 10 monthly export credits and access to the B2B database, but paid plans are custom-quoted. For a 10-person team with a modest contact list, GreenRope's flat pricing with unlimited seats is the most cost-effective option.

Does Act-On include a CRM?

No. Act-On is purely a marketing automation platform. It integrates with major CRMs including Salesforce, Microsoft Dynamics, SugarCRM, and NetSuite, but CRM integration is only available on the Enterprise tier. GreenRope includes a full CRM with pipeline management, contact records, lead scoring, proposals, and e-signatures at every pricing tier.

How does Act-On's Active Contact pricing work?

Act-On charges based on the number of contacts you actually email in a given month, not the total size of your database. If you have 50,000 contacts stored but only email 3,000 of them, you pay based on 3,000 active contacts. This model can deliver significant savings for organizations with large databases but targeted campaigns.

Does ZoomInfo integrate with Act-On and GreenRope?

ZoomInfo has a direct integration with Act-On, listed among Act-On's ABM platform partners. ZoomInfo data (contacts, company insights, intent signals) can feed into Act-On campaigns for better targeting and lead scoring. For GreenRope, integration would typically go through Zapier or ZoomInfo's API, since GreenRope's native integration ecosystem is more limited.

Which platform is best for lead scoring?

Each platform scores leads differently. Act-On offers manual rule-based scoring plus AI Predictive Lead Score trained on CRM outcomes. GreenRope provides behavioral and demographic scoring with claimed predictive analytics. ZoomInfo adds a dimension the others cannot: external buying signals, intent data, technographic changes, hiring patterns, and competitive evaluations that reveal buying readiness before a prospect ever engages with your content. The most effective approach combines platform-level engagement scoring (Act-On or GreenRope) with ZoomInfo's external signal intelligence.

Which platform has better security and compliance certifications?

ZoomInfo has the most extensive certification stack: ISO 27001, ISO 27701, SOC 2 Type II, TRUSTe GDPR, and TRUSTe CCPA, all renewed annually. Act-On holds ISO 27001 certification and is HIPAA compliant, making it the only option here for healthcare marketing.

GreenRope is certified under the EU-US Data Privacy Framework and maintains GDPR and CCPA compliance pages, but does not publicly document SOC 2 or ISO certifications.