CRM Integration Features

  • Updated

Act-On makes it easy to integrate with your CRM. By syncing data in both directions, you can ensure that your sales reps are updated with the latest marketing intelligence (qualified leads), and your marketing team is armed with the latest sales data, allowing them to generate highly targeted and measurable campaigns.

Act-On’s native CRM integrations include:

  • Salesforce
  • Zendesk Sell
  • Microsoft Dynamics
  • SugarCRM
  • NetSuite
Features vary for each CRM. For a complete listing of features associated with each CRM, please refer to the Integration Features by CRM section of this article below.

Unique Features

  • Easy integration – Simply enter your CRM credentials in the Act-On interface to pull CRM data including standard and custom fields from all leads and contacts into Act-On
  • Bidirectional data sync – Scheduled push/pull syncs in Act-On ensures lead and contacts in both systems are always current. Any new leads or contacts added to your CRM will be automatically added to your Act-On CRM lists and available for nurturing.
  • Advanced synchronization options – Set rules to automatically push leads from Act-On to your CRM only when you determine that they are ready for Sales. Act-On also automatically deduplicates leads and contacts to make improving the integrity of your CRM data as easy as possible.

Key Benefits

  • Single sign-on access to lead intelligence for sales – Your sales reps will be given a complete picture of their prospect’s behavioral activity (web pages visited, emails clicked, forms submitted, etc.) directly within your CRM without having to log in to Act-On separately. Access to this intelligence allows your sales reps to gauge their level of interest, identify which products they are interested in, and determine the appropriate talking tracks specific to each prospect before picking up the phone.
  • Help sales prioritize leads – With Act-On lead scoring, sales reps can prioritize who to call first so they don’t let any hot leads fall through the cracks. Your sales reps will be empowered with the ability to differentiate who in their pipeline requires immediate follow-up versus those leads that may require further nurturing.
  • Creates a closed-loop system – With a native CRM integration, you can analyze and measure the effectiveness of your various marketing efforts so you know exactly which campaigns to invest your time and resources in the future. When leads are converted into opportunities and eventually become customers, Act-On’s built-in ROI reporting analyzes your CRM data to attribute revenue to your various marketing touchpoints and determines which sources and campaigns generated the most leads, deals, and revenue.

How Does It Work?

  • Data syncing – All of your CRM lead and contact data, including all standard and custom fields, is pulled into Act-On. These CRM fields are used for list segmentation to generate targeted campaigns and for personalization within your emails, landing pages, and forms.
  • Lead capture – Visitors convert into new leads by submitting a form on your website or landing page. The form can either be an Act-On form or an external form where submission data is passed to Act-On via one of our external form integrations. 
  • Push to CRM – New leads captured are then immediately pushed to your CRM with all form data and marketing intelligence Act-On is able to gather about the prospect. The CRM segments within your Act-On account then pull in these newly-created leads the next time a list sync occurs. Act-On uses the prospect’s email addresses to ensure no duplicates are created in your CRM. Custom push configurations for your form sign-ups are also supported.
  • Lead conversion – Leveraging CRM opportunity and contact data, Act-On tracks a lead through the entire sales pipeline from conversion to an opportunity to eventual customer status. This allows you to segment customers in specific stages of your sales cycle to send targeted campaigns and also closes the loop on your campaign ROI reporting.
  • Closed-loop reporting (Salesforce, Microsoft Dynamics & SugarCRM only) – Closed won opportunities are linked back to the appropriate contacts in Act-On, allowing you to tie revenue to specific marketing touchpoints, and determine which sources your customers are coming from, and which campaigns are most effective at converting leads into customers.

Integration Features by CRM

Infor CRM no longer supported

  Salesforce MS Dynamics Zendesk Sell SugarCRM NetSuite**

Infor CRM

Supported Versions

Pro, Enterprise, Unlimited

Classic and Lightning

  • 365 Cloud
  • 365/2016/2015 on-prem
  • 2013 (existing clients only)

*Multi-factor Authentication (MFA) not currently Supported

Zendesk Sell Cloud 6.5 or higher NetSuiteCRM Cloud: 7.5.4, 8 OnPrem: SDATA enabled
Data Sync Yes Yes Yes Yes Yes Yes
Streaming Push Update Yes No Yes Yes Yes No
Standard CRM Support Yes Yes Yes Yes Yes** No
Form Submit immediate push Yes Yes Yes Yes Yes Yes
Sent Message note / Form Push Note Yes Yes Yes Yes Yes Yes
Opt-Out Sync Yes Yes NA Yes Yes** No
Sales Seat Enablement: Salesforce MS Dynamics Zendesk Sell SugarCRM NetSuite Infor CRM
> Act-On Tab Yes Yes NA Sales Portal only Yes Sales Portal only
> Send Single Email to Contact or Lead Yes Yes Yes Yes  Yes No
> Activity History Yes Yes Yes Yes  Yes No
> Hot Prospects Yes Yes Yes Yes  Yes No
> Send Mass Email in CRM Yes Yes NA NA NA No
Send to Salesforce Saved Report Yes NA NA NA NA NA
Automated Program Campaign Yes Add to Marketing List *** Yes No No No
Automated Program Add Task Yes Yes Yes No No No

Import Reports

Reports

Campaigns

Static & Dynamic Marketing lists No Targets, Target Lists No No
  Salesforce MS Dynamics Zendesk Sell SugarCRM NetSuite Infor CRM
Sales Integration Package Available Yes Yes Yes

Yes

Yes

None
Contact/Lead sync Yes Yes Yes Yes Individual lead records only Yes
Additional Import Options

Reports

Campaigns

Yes None None None None
Opportunity/Account Data Yes

Yes

(cannot segment)

Yes

No Yes** No
Sales Owner Field Creation Admin creates Standard 'Owner' Field Standard Field Standard 'Assigned To' Field Standard 'Sales Rep' Field Standard 'Owner' Field
User Access SSO SSO SSO SSO SSO Act-On credentials
Sales Owner Association Owner ID custom formula field Standard 'owner' Field Standard 'owner' Field Standard 'Assigned To' Field for Hot Prospects; Owner Name and Owner Email for Sales Portal Standard 'Sales Rep' Field Standard 'Owner' Field; Owner Name and Owner Email for Sales Portal
Sales "From Address" From Salesforce Owner (Owner ID) Personalized From Address Personalized From Address Personalized From Address Personalized From Address Personalized From Address
Sales Personalization Salesforce Owner Data Must be in list Must be mapped in Data Management Must be in list Must be in list Must be in list
Lead Score Field Creation Admin creates Package installation Admin creates Package installation Package installation Admin creates
Lead Score Sync Data Management Data Management Data Management Data Management Data Management Data Management
Automated Program Add Task Yes Yes Yes Yes (Create in CRM) No No
Automated Program Add to Campaign Yes No NA No No No
AP: Change field value push to CRM Immediate push using SF list No Data Management No No No
Contacts: Hard Bounce Push Sync List Maintenance Program NA List Maintenance Program List Maintenance Program List Maintenance Program
  Salesforce MS Dynamics Zendesk Sell SugarCRM NetSuite Infor CRM
Contacts: Opt-In List Maintenance Program List Maintenance Program NA List Maintenance Program List Maintenance Program List Maintenance Program
Contacts: Opt-Out Push/Pull Sync Push/Pull Sync NA Push/Pull Sync Push/Pull Sync** List Maintenance Program
Content: Email Template Visibility

Templates can be added to folders.

You can control which template folders are visible within Salesforce

All templates are visible in Microsoft Dynamics.

You cannot control which templates are visible in Dynamics

All templates are visible in Zendesk Sell.

You cannot control which templates are visible in Zendesk Sell

All templates are visible in SugarCRM.

You cannot control which templates are visible in SugarCRM

All templates are visible in NetSuite.

You cannot control which templates are visible in NetSuite

None
Content: Media Files Import Import from Salesforce No No No No No
Form integration visibility Filter by CRM Filter by CRM Filter by CRM Filter by CRM Filter by CRM Filter by CRM
Form Push Error log Yes No Yes No No No
Lists: LMP Change field value - push to CRM Immediate push using SF list No NA No No No
Closed-Loop Reporting Yes Yes No Yes No No
Reports: Revenue Impact Report Yes Yes Yes Yes No No
Reports: Google Adwords Yes No No No No No
Reports: Revenue Attribution Report Yes Yes Yes Yes Yes** No
Webinar Integration Salesforce Campaigns None None None None None

 

** For Netsuite, two-factor authentication must be enabled to access some features.

*** When using the Automated Program step 'Create in CRM' to add contacts to an MS Dynamics Marketing List, if there isn't a list that matches, a new list is created with the same name as the Automated Program.

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