Act-On vs Drip (Marketing): Complete Comparison (2026)

Updated: March 12, 20268 min read

Choosing between Act-On and Drip (Marketing) is a common decision for marketing automation buyers in 2026. Both Act-On and Drip (Marketing) are established players, founded in 2008 and 2013 respectively. Act-On serves 4K+ orgs users while Drip (Marketing) has 30K+ orgs users globally. Act-On differentiates with lead nurturing and email marketing, while Drip (Marketing) leads with email automation and sms. In this head-to-head comparison, Drip (Marketing) earns a higher hiltonsoftware.co score of 88/100 — but the right choice depends on your specific needs, budget, and team size.

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Act-On

Marketing Automation

hiltonsoftware.co Score

Try Act-On Free →

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Drip (Marketing)

Marketing Automation

hiltonsoftware.co Score

RECOMMENDED

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Quick Comparison

Act-On

Drip (Marketing)

Starting Price

$900/mo

$39/mo

Free Plan

Users

4K+ orgs

30K+ orgs

Founded

2008

2013

Rating

4.2/5

4.4/5

Best For

Mid-market B2B companies wanting dedicated marketi...

E-commerce marketers wanting sophisticated, behavi...

Feature-by-Feature Comparison

Act-OnDrip (Marketing)

87Ease of Use89

86Features87

87Value for Money85

85Customer Support83

79Integrations83

91Scalability87

81Learning Curve84

Pros & Cons at a Glance

Act-On

+Good for mid-market B2B

+Solid lead scoring

-Expensive for small teams

-Interface needs modernization

Drip (Marketing)

+Best visual workflow builder for e-commerce

+Revenue attribution is accurate

-Expensive baseline

-Not ideal for non-e-commerce

AI Verdict

After comparing Act-On and Drip (Marketing) across features, pricing, and user satisfaction, Drip (Marketing) takes the lead with a score of 88/100 versus Act-On's 84/100. Drip (Marketing)'s key advantages include "best visual workflow builder for e-commerce" and "revenue attribution is accurate". That said, Act-On has its own strengths — particularly "good for mid-market b2b" — making it a viable alternative for specific use cases.

Neither Act-On nor Drip (Marketing) offers a free plan. Act-On starts at $900/mo and Drip (Marketing) at $39/mo. For the investment, Act-On delivers lead nurturing and email marketing, while Drip (Marketing) provides email automation and sms.

Bottom line: Choose Act-On if you need mid-market b2b companies wanting dedicated marketing automation beyond email. Go with Drip (Marketing) if your priority is e-commerce marketers wanting sophisticated, behavior-based automation. Both are strong marketing automation tools — we recommend trying a trial of each before committing.

CHOOSE ACT-ON IF:

Mid-market B2B companies wanting dedicated marketing automation beyond email.

CHOOSE DRIP (MARKETING) IF:

E-commerce marketers wanting sophisticated, behavior-based automation.

Frequently Asked Questions

Is Act-On better than Drip (Marketing) in 2026?

Drip (Marketing) scores 88/100 on hiltonsoftware.co compared to Act-On's 84/100. Act-On stands out for "good for mid-market b2b" and is best for Mid-market B2B companies wanting dedicated marketing automation beyond email. Drip (Marketing) is known for "best visual workflow builder for e-commerce" and suits E-commerce marketers wanting sophisticated, behavior-based automation. Your specific workflow and team size should guide the decision.

What is the pricing difference between Act-On and Drip (Marketing)?

Both offer paid-only plans. Act-On starts at $900/mo and Drip (Marketing) at $39/mo. When comparing value, consider that Act-On (founded 2008, 4K+ orgs users) includes features like Lead nurturing, Email marketing, Landing pages. Drip (Marketing) (founded 2013, 30K+ orgs users) offers Email automation, SMS, Workflow builder. The right choice depends on which features matter most to your team.

What are the main differences between Act-On and Drip (Marketing)?

The key differences come down to focus and approach. Act-On excels at Lead nurturing, Email marketing, Landing pages, while Drip (Marketing) focuses on Email automation, SMS, Workflow builder. Act-On's main advantage is "good for mid-market b2b", though some users note "expensive for small teams". Drip (Marketing)'s strength is "best visual workflow builder for e-commerce", but "expensive baseline" can be a drawback. Both serve the Marketing Automation market but target different user profiles.

Can I switch from Act-On to Drip (Marketing)?

Switching between Act-On and Drip (Marketing) is possible since both operate in the Marketing Automation space. Before migrating, export your data from Act-On and check Drip (Marketing)'s import capabilities. Key features to verify compatibility: Lead nurturing, Email marketing, Landing pages (Act-On) vs Email automation, SMS, Workflow builder (Drip (Marketing)). Consider running both tools in parallel during a trial period to ensure a smooth transition.

Which is better for small teams: Act-On or Drip (Marketing)?

Both tools require paid subscriptions (Act-On: $900/mo, Drip (Marketing): $39/mo), so evaluate based on features. Act-On is ideal for Mid-market B2B companies wanting dedicated marketing automation beyond email, while Drip (Marketing) fits E-commerce marketers wanting sophisticated, behavior-based automation. Try both during their trial periods to see which fits your team's workflow.

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Act-On vs Drip (Marketing): Complete Comparison (2026)

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