Marketing and sales tech company Banzai International has acquired Act-On Software, one of the early pioneers in enterprise marketing automation. The financial terms of the deal have not been disclosed.
Act-On, known for its AI-driven marketing automation platform and open data architecture, has served clients including Best Buy, Hitachi, and Progressive Insurance. The company has focused on helping businesses improve lead generation, grow their sales pipeline, and increase return on marketing investment (ROMI).
The acquisition strengthens Banzai’s suite of AI-powered marketing products, broadening its customer base and offering existing clients a more comprehensive set of solutions. Banzai founder and CEO Joe Davy said the move enhances the company’s ability to support data-driven marketers.
“Act-On provides efficient and agile marketing automation to achieve tangible business results,” Davy said. “The platform complements our suite of tools for data-driven marketers by empowering them to think big and create smart, effective programs that help them achieve their goals.”
Act-On CEO Kate Johnson highlighted the role of AI in shaping the future of marketing technology, noting that the combined companies will focus on streamlining workflows for marketing teams.
“The future of marketing software is about making the marketer’s job easier through seamlessly integrated solutions powered by AI,” Johnson said. “Banzai’s product family of tightly integrated best-of-breed products, including webinar, video creation, and now marketing automation, will help marketers engage customers and grow revenue in an AI-empowered world.”
The acquisition signals Banzai’s continued investment in AI-driven marketing tools, adding marketing automation to its growing portfolio of products.
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