Synchronizing Salesforce Data to Marketing Lists

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For seamless data synchronization between Salesforce and Act-On Marketing Lists, establish a mapping of your data fields and configure the synchronization settings to ensure real-time data updates. If you are using Act-On Contacts, click here.

First, ensure Salesforce is connected to Act-On.

Data Management Setup and Sync

  1. Using your Administrator account, sign in to Act-On
  2. Go to Settings > Data Management > Report Mapping.
  3. In Map CRM Fields to Act-On Reporting Fields:
    • Confirm the Salesforce fields on the left are mapped correctly to the Act-On fields on the right.
    • Select fields to use in Personalization (e.g. outbound emails).
    • Import Opportunity and Revenue data for reporting.
    You must Map the Salesforce contact email field to the Act-On Contacts E-mail address field.
  4. Click Save in the top banner.
  5. Click the Sync Schedule tab.
  6. Under Synchronization Schedule, schedule your recurring sync. Automatic is recommended.
  7. In the Options section, choose the opt-out sync options you want.
    When Act-On syncs opt-outs to Salesforce it syncs to the Has Opted Out of Email field - Field ID: HasOptedOutOfEmail
    If you're using a custom field for Opt-Outs and need to synchronize with a distinct field in Salesforce, avoid using the Opt-Out sync feature here. Instead, establish a List Maintenance Program on a Marketing List Segment and push that to your CRM. Refer to the instructions on creating a List Maintenance Program for more details.
  8. Click Save in the top banner.
  9. Click Sync Now to populate your Act-On with your Salesforce data.
From here you will be able to View results on how many records Act-On imported for each object type as well as opt-ins and opt-outs that have synced between the two.

Select Fields to Use

Select the NetSuite fields that will be used in Act-On. These fields will be available in the following areas:

Some fields are pre-selected because they are required for out-of-the-box reporting and other standard functionality in Act-On. To select additional fields:

  1. Go to Settings > Data Management > CRM Entities.
  2. Click on the Entity name to expand the fields for that object.
  3. Select the fields you want to sync. Available fields are shown in the left column, which is searchable:


  1. Review the Selected fields column to confirm you have the correct fields selected.
    Click on the record count for the object you want to preview:


This loads a browsable table of all the records for your Contacts and other CRM Entities.


  1. Repeat for all of your CRM Objects.
  2. Click Save in the top banner.

Import Marketing Lists from Salesforce

  1. Go to Contacts > Marketing Lists.
  2. Click the Import button with the Salesforce logo on it, in the top right corner.
  3. Select one of the following import options (these can only be imported one at a time):
    • All Salesforce Contacts - includes all contacts of type ‘Contact’.
    • All Salesforce Leads - includes all contacts of type ‘Lead’.
  4. Update the New List Name to be unique.
  5. Click Next.
  6. Select the fields you want to use.
    Best practice tip: Resist the temptation to choose all available fields, as many are unnecessary for digital marketing and only add unnecessary complexity. You can easily add fields later if needed.
    Important fields include:
    • First/Last Name
    • Email - Must be selected
    • Company/Account
    • Lead Score - Select this to push lead scores to Salesforce.
    • Salesforce Owner - Required for Hot Prospects dashboard.
  7. Click Finish to begin importing your new Marketing List from Salesforce.

Repeat these steps until all imported list options have been imported

You may also import Campaigns and Reports from Salesforce using this same process. See below for more information.

Synchronize Salesforce Marketing Lists to Act-On

Now that your Marketing Lists have been imported, set up an automated sync schedule to maintain up-to-date data.

  1. Go to Contacts > Marketing Lists.
  2. Hover over your Salesforce list, and click the drop-down arrow.
  3. Go to Import/Export > Sync Setup.
  4. Set up which fields to Push and Pull. Typically, you will want to Push the Act-On Lead Score to Salesforce and Pull all the other values. To do this:
    • Select the Push to Salesforce checkbox.
    • In Data to Push, select the Add new Act-On records to Salesforce and Update existing records checkboxes (click the Select Push-Update Fields link and determine which fields will be updated).
    • Leave the Push Trigger set to Always.
    • Select the Pull from Salesforce checkbox.
    • Select the Add new records checkbox.
    • Select the Update existing records checkbox and click the Select Pull-Update Fields link. Ensure that Lead Score is NOT selected (and other fields are).
      Lead Scores should only be pushed to Salesforce and never set to pull the Lead Score field. This can cause issues including incorrect scores and long sync times.
    • Select the Remove records from this list checkbox.
  5. Under Scheduling, choose how often you want the sync to occur.
  6. Click Save to confirm the sync schedule for the Marketing List.

Repeat these steps for the other Salesforce Marketing Lists you want to keep in sync.

If you need to add additional Salesforce fields to an imported Marketing List:

  1. Go to Contacts > Marketing Lists.
  2. Find the Salesforce list, hover over it, and click the down arrow.
  3. Go to Import/Export > Sync Setup.
  4. Click Add List Columns, choose the fields you want, and click Save.
How Scheduled Syncs Work
Scheduled syncs are a full sync every two weeks (pulling and updating every record) and incremental syncs between these (pulling and updating only those records that have changed in the CRM).
A full sync will occur if a new field is added in the Marketing List.

(Optional) Update Lead Score for Salesforce Contacts with a List Maintenance Program

If you intend to push Act-On Lead Score for contacts to your Salesforce in your integration and have already configured the lead score field in Salesforce as detailed in Step 4 of the Connect Salesforce to Act-On guide, follow the steps below to ensure the value in your list gets updated with the Lead Score in Salesforce.

  1. Go to Contacts > Marketing Lists.
  2. Hover over your Salesforce list, and click the drop-down arrow.
  3. Go to Maintenance > Setup Maintenance Program.
  4. Enter a Program name and description (such as "Lead Score Update to Salesforce").
  5. Select your schedule, Manually or On a schedule from hourly to monthly. We recommend scheduling this to run shortly before the Marketing List sync (which was set up above).
  6. Click Continue.
  7. In the Program Steps tab, under Steps, a new step is created (if not, click Add a step).
  8. Enter a New step name such as “Update Lead Score in List”.
  9. Select Change field value and Use current source list.
  10. Under List field to update, select Lead Score.
  11. Under Update value as follows, select Set Value to Behavioral Score.
  12. Select Apply to all contacts in the program.
  13. At the top right, click Save changes.

Repeat these steps for other Salesforce Marketing Lists you want to set up a program for updating the Lead Score.

(Optional) Sales Prospect List Assignment

If your Salesforce sales reps are going to use the Hot Prospects Dashboard, follow the steps below.

  1. Confirm Beacon tracker is set up on your domain and/or ensure you are using Act-On Forms & Landing Pages.
  2. Go to Contacts > Other Lists > Account Lists > Sales Prospects.
  3. Hover over Prospects Assigned to Sales and on the right, click  and then click Select.
  4. Choose the marketing list to associate with Sales Prospects.
  5. Click Submit.

To associate another list, repeat these steps for Existing Contacts Assigned to Sales.

Next Steps

Congratulations! Your data is synchronized between Salesforce and Act-On Marketing Lists.

Now that you have completed the integration, install the Act-On package to access your Act-On data in Salesforce.

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