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

Updated: March 12, 20268 min read

Choosing between Act-On and Keap (Marketing) is a common decision for marketing automation buyers in 2026. Keap (Marketing) has been in the market since 2001, giving it a 7-year head start over Act-On (founded 2008). Act-On serves 4K+ orgs users while Keap (Marketing) has 200K+ users globally. Act-On differentiates with lead nurturing and email marketing, while Keap (Marketing) leads with marketing automation and crm. In this head-to-head comparison, Act-On earns a higher hiltonsoftware.co score of 84/100 — 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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Keap (Marketing)

Marketing Automation

hiltonsoftware.co Score

Try Keap (Marketing) Free →

Quick Comparison

Act-On

Keap (Marketing)

Starting Price

$900/mo

$199/mo

Free Plan

Users

4K+ orgs

200K+

Founded

2008

2001

Rating

4.2/5

Best For

Mid-market B2B companies wanting dedicated marketi...

Small businesses wanting CRM and marketing automat...

Feature-by-Feature Comparison

Act-OnKeap (Marketing)

87Ease of Use87

86Features92

87Value for Money79

85Customer Support83

79Integrations83

91Scalability86

81Learning Curve84

Pros & Cons at a Glance

Act-On

+Good for mid-market B2B

+Solid lead scoring

-Expensive for small teams

-Interface needs modernization

Keap (Marketing)

+All-in-one for small businesses

+Powerful lifecycle automation

-High starting price

-Steep learning curve

AI Verdict

After comparing Act-On and Keap (Marketing) across features, pricing, and user satisfaction, Act-On takes the lead with a score of 84/100 versus Keap (Marketing)'s 84/100. Act-On's key advantages include "good for mid-market b2b" and "solid lead scoring". That said, Keap (Marketing) has its own strengths — particularly "all-in-one for small businesses" — making it a viable alternative for specific use cases.

Neither Act-On nor Keap (Marketing) offers a free plan. Act-On starts at $900/mo and Keap (Marketing) at $199/mo. For the investment, Act-On delivers lead nurturing and email marketing, while Keap (Marketing) provides marketing automation and crm.

Bottom line: Choose Act-On if you need mid-market b2b companies wanting dedicated marketing automation beyond email. Go with Keap (Marketing) if your priority is small businesses wanting crm and marketing automation tightly integrated. 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 KEAP (MARKETING) IF:

Small businesses wanting CRM and marketing automation tightly integrated.

Frequently Asked Questions

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

Act-On scores 84/100 on hiltonsoftware.co compared to Keap (Marketing)'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. Keap (Marketing) is known for "all-in-one for small businesses" and suits Small businesses wanting CRM and marketing automation tightly integrated. Your specific workflow and team size should guide the decision.

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

Both offer paid-only plans. Act-On starts at $900/mo and Keap (Marketing) at $199/mo. When comparing value, consider that Act-On (founded 2008, 4K+ orgs users) includes features like Lead nurturing, Email marketing, Landing pages. Keap (Marketing) (founded 2001, 200K+ users) offers Marketing automation, CRM, E-commerce. The right choice depends on which features matter most to your team.

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

The key differences come down to focus and approach. Act-On excels at Lead nurturing, Email marketing, Landing pages, while Keap (Marketing) focuses on Marketing automation, CRM, E-commerce. Act-On's main advantage is "good for mid-market b2b", though some users note "expensive for small teams". Keap (Marketing)'s strength is "all-in-one for small businesses", but "high starting price" can be a drawback. Both serve the Marketing Automation market but target different user profiles.

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

Switching between Act-On and Keap (Marketing) is possible since both operate in the Marketing Automation space. Before migrating, export your data from Act-On and check Keap (Marketing)'s import capabilities. Key features to verify compatibility: Lead nurturing, Email marketing, Landing pages (Act-On) vs Marketing automation, CRM, E-commerce (Keap (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 Keap (Marketing)?

Both tools require paid subscriptions (Act-On: $900/mo, Keap (Marketing): $199/mo), so evaluate based on features. Act-On is ideal for Mid-market B2B companies wanting dedicated marketing automation beyond email, while Keap (Marketing) fits Small businesses wanting CRM and marketing automation tightly integrated. Try both during their trial periods to see which fits your team's workflow.

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

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