Choosing the Right Marketing Automation Platform: Act-On vs. Iterable

As a Marketing Manager, choosing the right marketing automation platform is crucial for driving successful campaigns and achieving your business goals. In this comprehensive comparison, we'll examine two popular solutions: Act-On and Iterable. By the end of this analysis, you'll have a clear understanding of which platform best suits your organization's needs.

Key Feature Differentiation

Act-On Features

Act-On offers a robust set of marketing automation features designed to streamline your marketing efforts. One standout feature is its Advanced Social Media Management module, which allows marketers to schedule posts, track engagement, and analyze performance across multiple social platforms from a single dashboard. This integration of social media with other marketing channels provides a holistic view of customer interactions.

Another key feature is Act-On's Adaptive Scoring system. This AI-powered tool goes beyond traditional lead scoring by continuously adjusting scores based on real-time behavior and engagement. It helps marketers identify the most promising leads and prioritize follow-ups more effectively. The system can also predict future behaviors, allowing for more proactive marketing strategies.

Act-On's Account-Based Marketing (ABM) capabilities are also noteworthy. The platform offers tools for identifying and targeting key accounts, personalizing content at the account level, and tracking engagement across entire buying teams. This feature is particularly valuable for B2B marketers looking to align their marketing and sales efforts around high-value accounts.

Iterable Features

Iterable's standout feature is its Workflow Studio, a visual campaign builder that allows marketers to create complex, multi-channel customer journeys with ease. The drag-and-drop interface makes it simple to design sophisticated workflows that respond to user behavior in real-time. This feature enables highly personalized and timely communications across email, push notifications, SMS, and in-app messages.

Another powerful feature is Iterable's AI-powered Send Time Optimization. This tool analyzes individual user behavior to determine the optimal time to send messages for maximum engagement. It goes beyond simple time zone adjustments, considering each recipient's unique habits and preferences to increase open rates and conversions.

Iterable also excels in its cross-channel messaging capabilities. The platform allows marketers to create and manage campaigns across multiple channels from a single interface, ensuring consistent messaging and a seamless customer experience. This feature is particularly valuable for brands looking to provide an omnichannel experience to their customers.

Comparative Analysis

Recent Feature Updates

Act-On Updates

Act-On has recently introduced several updates to enhance its platform. One significant addition is the new Content Recommendation Engine, which uses machine learning to suggest the most relevant content for each lead based on their behavior and preferences. This feature helps marketers deliver more personalized experiences and increase engagement rates.

Another recent update is the improved integration with CRM systems, particularly Salesforce and Microsoft Dynamics. Act-On now offers bi-directional sync capabilities, ensuring that marketing and sales teams always have access to the most up-to-date information. This enhancement facilitates better alignment between marketing and sales efforts.

Act-On has also expanded its reporting capabilities with the introduction of Custom Objects Reporting. This feature allows marketers to create more detailed and specific reports based on unique business data structures, providing deeper insights into campaign performance and ROI.

Iterable Updates

Iterable has recently rolled out its Brand Affinity™ feature, which uses machine learning to automatically segment users based on their level of engagement with a brand. This tool helps marketers tailor their messaging and offers to different customer segments, from highly engaged brand advocates to at-risk customers who may need re-engagement efforts.

Another significant update is the introduction of Iterable's Experiments feature. This A/B testing tool allows marketers to test different elements of their campaigns across multiple channels simultaneously. The platform uses AI to analyze results and provide actionable insights, helping marketers optimize their campaigns more effectively.

Iterable has also enhanced its data management capabilities with the new Catalog feature. This tool allows marketers to store and manage product, content, or event data directly within Iterable, making it easier to personalize messages with dynamic content across all channels.

Impact on User Experience

These updates have significantly improved the user experience for both Act-On and Iterable users. Act-On's Content Recommendation Engine and improved CRM integrations have made it easier for marketers to deliver personalized content and align with sales teams. Meanwhile, Iterable's Brand Affinity™ and Experiments features have empowered marketers to create more targeted and effective campaigns.

However, it's worth noting that some users have reported a steeper learning curve with Act-On's new features, particularly the Custom Objects Reporting. On the other hand, Iterable users have generally found the new features intuitive and easy to implement, thanks to the platform's user-friendly interface.

For marketers looking to leverage these new features effectively, particularly in terms of data management and personalization, Census offers powerful data transformation and reverse ETL capabilities that can complement both Act-On and Iterable. Census can help ensure that your customer data is clean, up-to-date, and readily available for use in these advanced marketing features.

Target Users and Ideal Companies

Ideal User Profiles for Act-On

Act-On is particularly well-suited for B2B marketers who prioritize lead nurturing and account-based marketing strategies. Its robust lead scoring and ABM features make it an excellent choice for companies with longer sales cycles and multiple decision-makers involved in the purchasing process. Marketing managers in industries such as technology, manufacturing, and professional services often find Act-On's capabilities align well with their needs.

Act-On also caters to marketers who value deep integration with CRM systems, particularly Salesforce and Microsoft Dynamics. Its bi-directional sync capabilities make it an ideal choice for organizations looking to closely align their marketing and sales efforts. This feature is especially beneficial for companies with complex sales processes or those operating in highly regulated industries where data accuracy is crucial.

Additionally, Act-On is a good fit for marketers who need advanced analytics and reporting capabilities. Its Custom Objects Reporting feature allows for detailed, customized reports that can provide valuable insights for data-driven decision-making. This makes Act-On particularly appealing to marketing teams that need to demonstrate ROI and justify marketing spend to upper management.

Ideal User Profiles for Iterable

Iterable is ideally suited for marketers in B2C companies, particularly those in e-commerce, retail, and media industries. Its powerful cross-channel messaging capabilities and user-friendly interface make it an excellent choice for marketers who need to create and manage complex, multi-channel campaigns. Iterable's strengths in email, push notifications, and SMS marketing make it particularly valuable for companies with mobile-first strategies.

Marketers who prioritize personalization and customer segmentation will find Iterable's features particularly appealing. The platform's AI-powered Send Time Optimization and Brand Affinity™ features allow for highly targeted and timely communications. This makes Iterable an excellent choice for companies looking to improve customer engagement and loyalty through personalized experiences.

Iterable is also well-suited for fast-growing companies that need a scalable solution. Its flexible data model and ability to handle large volumes of customer data make it a good fit for businesses experiencing rapid growth or those with large customer bases. Startups and scale-ups in the tech sector often find Iterable's capabilities align well with their needs for agility and scalability.

Suitable Company Sizes and Industries

Act-On is generally more suitable for mid-size to large B2B companies, particularly those in industries such as:

• Technology and SaaS
• Manufacturing
• Professional Services
• Healthcare
• Financial Services

These industries often benefit from Act-On's strong lead nurturing and ABM capabilities.

Iterable, on the other hand, is well-suited for B2C companies of various sizes, from fast-growing startups to large enterprises. Industries that typically benefit from Iterable include:

• E-commerce and Retail
• Media and Entertainment
• Travel and Hospitality
• Consumer Technology
• Food and Beverage

These industries often require the ability to deliver personalized, cross-channel experiences at scale, which aligns well with Iterable's strengths.

Best and Worst Use Cases

Scenarios Where Act-On Excels

Act-On shines in complex B2B marketing scenarios that require sophisticated lead nurturing and scoring. For instance, a software company with a long sales cycle can leverage Act-On's Adaptive Scoring to identify the most promising leads and tailor nurturing campaigns accordingly. The platform's ability to track and score multiple touchpoints across various channels helps marketers understand the full customer journey and optimize their efforts.

Another scenario where Act-On excels is in account-based marketing (ABM) campaigns. A manufacturing company targeting specific high-value accounts can use Act-On's ABM features to create personalized content and campaigns for each account. The platform's ability to track engagement at both the individual and account level provides valuable insights for sales teams, enabling more targeted and effective outreach.

Act-On is also particularly strong in scenarios that require tight integration between marketing and sales teams. For example, a professional services firm can use Act-On's bi-directional CRM sync to ensure that both marketing and sales have access to the most up-to-date lead information. This seamless data flow facilitates better alignment and more effective lead handoffs between the two teams.

Scenarios Where Iterable Excels

Iterable excels in creating personalized, multi-channel customer experiences for B2C companies. For instance, an e-commerce retailer can use Iterable's Workflow Studio to create a complex customer journey that spans email, SMS, and push notifications. The platform's AI-powered Send Time Optimization ensures that each message is delivered at the optimal time for maximum engagement, potentially increasing conversion rates.

Another scenario where Iterable shines is in rapid experimentation and optimization of marketing campaigns. A media company can use Iterable's Experiments feature to test different subject lines, content, and send times across multiple channels simultaneously. The platform's AI-driven analysis helps marketers quickly identify winning combinations and apply these insights to future campaigns, leading to continuous improvement in marketing performance.

Iterable is also particularly effective for companies that need to manage large volumes of customer data and deliver highly targeted communications. For example, a subscription-based service can use Iterable's Catalog feature to store detailed product information and user preferences, then use this data to send personalized product recommendations or content suggestions to each subscriber, potentially increasing engagement and reducing churn.

Limitations of Each Solution

While Act-On is powerful for B2B marketing, it has some limitations in B2C scenarios. Its email builder, while functional, may not offer the level of design flexibility that some B2C marketers require for highly visual campaigns. Additionally, while Act-On offers mobile marketing features, they may not be as robust as those offered by platforms specifically designed for mobile-first strategies.

Iterable, while excellent for B2C marketing, may not fully meet the needs of complex B2B sales cycles. Its lead scoring capabilities, while present, are not as advanced as those offered by Act-On. Additionally, Iterable's ABM features are limited compared to platforms specifically designed for B2B marketing.

Both platforms may have limitations when it comes to advanced data transformation and integration with data warehouses. For marketers needing these capabilities, a tool like Census can complement either Act-On or Iterable by providing robust data transformation and reverse ETL capabilities, ensuring that your marketing automation platform always has access to the most up-to-date and relevant customer data.

Data Integration Capabilities

Act-On: Integration Features

Act-On offers a range of integration capabilities to connect with various data sources and third-party applications. The platform provides native integrations with popular CRM systems like Salesforce and Microsoft Dynamics, enabling bi-directional data sync. This allows for seamless flow of lead information between marketing and sales teams, ensuring both departments have access to the most up-to-date data.

In terms of API quality, Act-On provides a RESTful API that allows developers to programmatically access and manipulate data within the platform. The API supports various operations including creating and updating contacts, managing lists, and retrieving campaign performance data. While the API is functional, some users have reported that it can be complex to work with, particularly for more advanced use cases.

Regarding support for data warehouses, Act-On's capabilities are somewhat limited. While it's possible to export data from Act-On for use in a data warehouse, the platform doesn't offer native integrations with popular data warehouse solutions. This can make it challenging for organizations that rely heavily on data warehouse analytics to incorporate Act-On data into their broader data strategy.

Iterable: Integration Features

Iterable offers robust integration capabilities designed to work with a wide range of data sources and third-party applications. The platform provides out-of-the-box integrations with numerous popular tools, including e-commerce platforms, analytics services, and customer data platforms. This wide array of integrations makes it easier for marketers to create a connected tech stack that meets their specific needs.

Iterable's API is known for its flexibility and ease of use. The platform offers a well-documented RESTful API that allows developers to perform a wide range of operations, from managing user profiles to triggering events and retrieving campaign metrics. Many users praise Iterable's API for its comprehensiveness and reliability, making it easier to build custom integrations when needed.

In terms of data warehouse support, Iterable offers more advanced capabilities compared to Act-On. The platform provides native integrations with popular data warehouse solutions like Snowflake and Google BigQuery. This allows for easier bi-directional data flow between Iterable and a company's data warehouse, enabling more sophisticated data analysis and personalization strategies.

Comparison Table of Integration Capabilities

While both Act-On and Iterable offer integration capabilities, there may still be scenarios where more advanced data transformation and syncing are required. In such cases, Census can be an excellent complement to either platform. Census specializes in reverse ETL, allowing you to sync data from your data warehouse to your marketing automation tool, ensuring that you always have the most up-to-date and relevant data for your marketing campaigns.

Pricing Models

Act-On Pricing Structure

Act-On offers a tiered pricing model based on the number of active contacts in your database. The platform provides three main pricing tiers: Professional, Enterprise, and Growth. Each tier includes different features and levels of support.

The Professional tier is designed for small to medium-sized businesses and typically starts at around $900 per month for up to 2,500 active contacts. This tier includes basic marketing automation features, email marketing, landing pages, and forms. The Enterprise tier, which is suitable for larger organizations with more complex needs, starts at approximately $2,000 per month for up to 2,500 active contacts and includes advanced features like account-based marketing, custom user roles, and dedicated IP addresses.

Act-On also offers a Growth tier for rapidly expanding businesses, with pricing based on the specific needs of the organization. This tier includes all Enterprise features plus additional services like one-on-one training and strategic consulting. It's worth noting that Act-On requires annual contracts, which may be a consideration for some businesses.

Iterable Pricing Structure

Iterable's pricing model is based on the number of user profiles in your database, rather than active contacts. The platform offers three main tiers: Growth, Scale, and Enterprise. Iterable doesn't publicly disclose its pricing, instead opting for custom quotes based on each organization's specific needs.

The Growth tier is designed for smaller businesses or those just starting with cross-channel marketing. It includes basic features like email marketing, mobile push notifications, and SMS messaging. The Scale tier is aimed at mid-sized companies and includes additional features like A/B testing, workflow automation, and advanced segmentation. The Enterprise tier is for large organizations and includes features like dedicated IP addresses, custom integrations, and advanced security options.

While Iterable doesn't provide public pricing, industry reports suggest that the starting price for the Growth tier is around $1,000 per month for up to 100,000 user profiles. Pricing can scale significantly for larger user bases or more advanced tiers. Iterable typically offers both monthly and annual billing options, providing more flexibility compared to Act-On's annual contract requirement.

Cost Comparison Table

It's important to note that while these pricing structures give a general idea, the actual cost for your organization may vary based on your specific needs, usage, and negotiated terms. Both Act-On and Iterable offer demo options, which can be valuable for getting a more accurate price quote and understanding how each platform aligns with your budget and requirements.

Evaluation Criteria

Key Factors for Choosing Between Act-On and Iterable

When evaluating Act-On and Iterable, marketing managers should consider several key factors:

1. Business Model: B2B companies may find Act-On's features more aligned with their needs, while B2C companies might prefer Iterable's cross-channel capabilities.
2. Scalability: Consider your company's growth trajectory and whether the platform can accommodate increasing data volumes and campaign complexity.
3. Ease of Use: Evaluate the user interface and learning curve for each platform, considering the technical skills of your team.
4. Integration Capabilities: Assess how well each platform integrates with your existing tech stack, including CRM, e-commerce platforms, and data warehouses.
5. Personalization Capabilities: Compare the depth and flexibility of personalization features offered by each platform.
6. Reporting and Analytics: Evaluate the depth and customizability of reporting tools to ensure they meet your data analysis needs.
7. Customer Support: Consider the level and quality of customer support offered, including onboarding and ongoing assistance.
8. Pricing Structure: Assess how each platform's pricing model aligns with your budget and expected usage.

Performance of Each Technology Against These Criteria

Act-On:

• Business Model: Excels in B2B marketing with strong lead nurturing and ABM features ⭐⭐⭐⭐⭐
• Scalability: Good for mid-size to large B2B companies, may have limitations for very large enterprises ⭐⭐⭐⭐
• Ease of Use: Generally user-friendly, but some advanced features have a steeper learning curve ⭐⭐⭐
• Integration Capabilities: Strong CRM integrations, but limited data warehouse support ⭐⭐⭐⭐
• Personalization Capabilities: Good personalization options, especially for B2B contexts ⭐⭐⭐⭐
• Reporting and Analytics: Robust reporting tools with custom object support ⭐⭐⭐⭐⭐
• Customer Support: Generally well-regarded customer support ⭐⭐⭐⭐
• Pricing Structure: Transparent pricing, but annual contracts may lack flexibility for some ⭐⭐⭐

Iterable:

• Business Model: Ideal for B2C marketing with strong cross-channel capabilities ⭐⭐⭐⭐⭐
• Scalability: Highly scalable, suitable for fast-growing companies and large enterprises ⭐⭐⭐⭐⭐
• Ease of Use: User-friendly interface with intuitive workflow builder ⭐⭐⭐⭐⭐
• Integration Capabilities: Extensive third-party integrations and strong API ⭐⭐⭐⭐⭐
• Personalization Capabilities: Advanced personalization features with AI-powered optimization ⭐⭐⭐⭐⭐
• Reporting and Analytics: Good reporting tools, but may lack some advanced B2B-specific metrics ⭐⭐⭐⭐
• Customer Support: Generally positive reviews for customer support ⭐⭐⭐⭐
• Pricing Structure: Custom pricing may lack transparency, but offers flexible billing options ⭐⭐⭐

While both platforms perform well in many areas, they have different strengths that align with different business needs. Act-On shines in B2B scenarios with its strong lead management and ABM features, while Iterable excels in B2C contexts with its powerful cross-channel capabilities and scalability.

For organizations looking to enhance their data integration capabilities beyond what Act-On or Iterable offer natively, Census can be a valuable addition to your martech stack. Census specializes in reverse ETL, allowing you to sync data from your data warehouse to your chosen marketing automation platform, ensuring that you always have the most up-to-date and relevant data for your marketing campaigns.

Conclusion

After a comprehensive analysis of Act-On and Iterable, it's clear that both platforms offer robust marketing automation capabilities, but they excel in different areas and cater to different types of businesses.

Act-On stands out as a powerful solution for B2B marketing, particularly for mid-size to large companies in industries like technology, manufacturing, and professional services. Its strengths lie in:

• Advanced lead scoring and nurturing capabilities
• Strong account-based marketing features
• Robust integration with CRM systems, especially Salesforce and Microsoft Dynamics
• Comprehensive reporting and analytics tools

Iterable, on the other hand, shines as a versatile and scalable platform for B2C marketing, particularly suited for e-commerce, retail, and media companies. Its key advantages include:

• Powerful cross-channel messaging capabilities
• User-friendly interface with an intuitive workflow builder
• Advanced personalization features with AI-powered optimization
• High scalability suitable for fast-growing companies and large enterprises

When making your decision, consider your specific business needs, target audience, and growth trajectory. If you're a B2B company focused on lead nurturing and account-based marketing, Act-On may be the better choice. If you're a B2C company looking for a scalable solution with strong cross-channel capabilities and advanced personalization features, Iterable might be more suitable.

Remember that the effectiveness of your marketing automation platform also depends on the quality and accessibility of your customer data. If you find that you need more advanced data integration capabilities than what these platforms offer natively, consider complementing your chosen solution with a tool like Census. Census can enhance your automated data workflows by providing robust reverse ETL capabilities, ensuring that your marketing automation platform always has access to the most up-to-date and relevant customer data from your data warehouse.

Ultimately, the right choice between Act-On and Iterable will depend on your specific marketing needs, technical requirements, and business goals. By carefully evaluating each platform against the criteria we've discussed, you'll be well-equipped to make an informed decision that will drive your marketing success.