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:

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 leads 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 generate 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 can 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.

Salesforce Integration Features

  • Supported Versions: Pro, Enterprise, Unlimited, Classic, & Lightning
  • Data Sync
  • Streaming Push Update
  • Standard CRM Support
  • Form Submit immediate push
  • Sent Message note / Form Push Note
  • Opt-Out Sync
  • Act-On Tab
  • Send a Single Email to Contact or Lead
  • Activity History
  • Hot Prospects
  • Send Mass Email in CRM
  • Send to Salesforce Saved Report
  • Automated Program Campaign
  • Automated Program Add Task
  • Import Options: Reports & Campaigns
  • Sales Integration Package Available
  • Contact/Lead sync
  • Additional Import Options: Reports & Campaigns
  • Opportunity/Account Data
  • Sales Owner Field Creation: Admin creates
  • User Access: SSO
  • Sales Owner Association: Owner ID custom formula field
  • Sales "From Address": From Salesforce Owner (Owner ID) 
  • Sales Personalization: Salesforce Owner Data 
  • Lead Score Field Creation: Admin creates 
  • Lead Score Sync: Data Management
  • Automated Program Add Task
  • Automated Program Add to Campaign
  • Automated Program Change field value push to CRM: Immediate push using Salesforce list 
  • Contacts Hard Bounce: Push Sync 
  • Contacts Opt-In: List Maintenance Program 
  • Contacts Opt-Out: Push/Pull Sync 
  • Email Template Visibility: Add templates to folders. & control folder visibility in Salesforce
  • Media Files Import: Import from Salesforce 
  • Form integration visibility: Filter by CRM 
  • Form Push Error log
  • List Maintenance Program: Set field value to 'push to CRM'. Immediate push using a Salesforce list 
  • Closed-Loop Reporting
  • Revenue Impact Report
  • Google Adwords Report
  • Revenue Attribution Report
  • Webinar Integration: Salesforce Campaigns 

MS Dynamics Integration Features

  • Supported Versions: 365 Cloud, 365/2016/2015 on-prem, 2013 (existing clients only). MFA is not currently supported Learn more
  • Data Sync: 
  • Standard CRM Support
  • Form Submit immediate push
  • Sent Message note / Form Push Note
  • Opt-Out Sync
  • Act-On Tab
  • Send a Single Email to Contact or Lead
  • Activity History
  • Hot Prospects
  • Send Mass Email in CRM
  • Automated Program Campaign: Add to Marketing List *
  • Automated Program Add Task
  • Import Options: Static & dynamic Marketing Lists 
  • Sales Integration Package Available
  • Contact/Lead sync
  • Additional Import Options
  • Opportunity/Account Data (cannot segment)
  • Sales Owner Field Creation: Standard 'owner' Field 
  • User Access: SSO
  • Sales Owner Association: Standard 'owner' Field 
  • Sales "From Address": Personalized From Address 
  • Sales Personalization: Must be in list 
  • Lead Score Field Creation: Package installation 
  • Lead Score Sync: Data Management
  • Automated Program Add Task
  • Contacts Hard Bounce: List Maintenance Program 
  • Contacts Opt-In: List Maintenance Program 
  • Contacts Opt-Out: Push/Pull Sync 
  • Email template visibility: All templates visible, no visibility control 
  • Form integration visibility: Filter by CRM
  • Closed-Loop Reporting
  • Revenue Impact Report
  • Revenue Attribution Report

* 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.

Zendesk Sell Integration Features

  • Supported Versions: Zendesk Sell Cloud 
  • Data Sync
  • Streaming Push Update
  • Standard CRM Support
  • Form Submit immediate push
  • Sent Message note / Form Push Note
  • Send a Single Email to Contact or Lead
  • Activity History
  • Hot Prospects
  • Automated Program Campaign
  • Automated Program Add Task
  • Sales Integration Package Available
  • Contact/Lead sync
  • Opportunity/Account Data
  • Sales Owner Field Creation: Standard Field 
  • User Access: SSO
  • Sales Owner Association: Standard 'owner' Field 
  • Sales "From Address": Personalized From Address 
  • Sales Personalization: Must be mapped in Data Management 
  • Lead Score Field Creation: Admin creates 
  • Lead Score Sync: Data Management
  • Automated Program Add Task
  • Automated Program Change field value push to CRM: Data Management 
  • Email template visibility: All templates visible, no visibility control
  • Form integration visibility: Filter by CRM
  • Form Push Error log
  • Revenue Impact Report
  • Revenue Attribution Report

SugarCRM Integration Features

  • Supported Versions: 11 or later 
  • Data Sync
  • Streaming Push Update
  • Standard CRM Support
  • Form Submit immediate push
  • Sent Message note / Form Push Note
  • Opt-Out Sync
  • Act-On Tab: Sales Portal only 
  • Send a Single Email to Contact or Lead
  • Activity History
  • Hot Prospects
  • Import Options: Targets, Target Lists 
  • Sales Integration Package Available
  • Contact/Lead sync
  • Sales Owner Field Creation: Standard 'Assigned To' Field 
  • User Access: SSO
  • Sales Owner Association: Standard 'Assigned To' Field for Hot Prospects. Owner Name and Owner Email for Sales Portal 
  • Sales "From Address": Personalized From Address 
  • Sales Personalization: Must be in list 
  • Lead Score Field Creation: Package installation 
  • Lead Score Sync: Data Management
  • Automated Program Add Task: Create in CRM
  • Contacts Hard Bounce: List Maintenance Program
  • Contacts Opt-In: List Maintenance Program
  • Contacts Opt-Out: Push/Pull Sync 
  • Email template visibility: All templates visible, no visibility control
  • Form integration visibility: Filter by CRM
  • Closed-Loop Reporting
  • Revenue Impact Report
  • Revenue Attribution Report

NetSuite Integration Features

  • Supported Versions: NetSuite CRM 
  • Data Sync
  • Streaming Push Update
  • Standard CRM Support **
  • Form Submit immediate push
  • Sent Message note / Form Push Note
  • Opt-Out Sync **
  • Act-On Tab
  • Send a Single Email to Contact or Lead
  • Activity History
  • Hot Prospects
  • Sales Integration Package Available
  • Contact/Lead sync: Individual lead records only 
  • Opportunity/Account Data **
  • Sales Owner Field Creation: Standard 'Sales Rep' Field 
  • User Access: SSO
  • Sales Owner Association: Standard 'Sales Rep' Field 
  • Sales "From Address": Personalized From Address 
  • Sales Personalization: Must be in list 
  • Lead Score Field Creation: Package installation 
  • Lead Score Sync: Data Management
  • Contacts Hard Bounce: List Maintenance Program
  • Contacts Opt-In: List Maintenance Program
  • Contacts Opt-Out: Push/Pull Sync **
  • Email template visibility: All templates visible, no visibility control
  • Form integration visibility: Filter by CRM
  • Revenue Attribution Report **

** Two-factor authentication must be enabled to access these features in NetSuite.

Infor CRM (no longer supported)

Information here for reference only for legacy integrations:

  • Supported Versions were: Cloud 7.5.4, 8. On-Prem: SDATA-enabled
  • Data Sync
  • Form Submit immediate push
  • Sent Message note / Form Push Note
  • Act-On Tab: Sales Portal only
  • Contact/Lead sync
  • Sales Owner Field Creation: Standard 'Owner' Field
  • User Access: Act-On credentials
  • Sales Owner Association: Standard 'Owner' Field; Owner Name, & Owner Email for Sales Portal
  • Sales "From Address": Personalized From Address 
  • Sales Personalization: Must be in list 
  • Lead Score Field Creation: Admin creates
  • Lead Score Sync: Data Management
  • Contacts Hard Bounce: List Maintenance Program
  • Contacts Opt-In: List Maintenance Program
  • Contacts Opt-Out: List Maintenance Program
  • Form integration visibility: Filter by CRM

Was this article helpful?

Have more questions? Submit a request