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Act-On Software

CRM Integration Overview

Your Customer Relationship Management (CRM) system helps you measure your sales activities and provides visibility into your sales pipeline.

Summary

However, a native integration between Act-On and your CRM gives you complete visibility of your entire sales and marketing funnel from the point a lead enters the top to when the opportunity is won and they become your customer. Act-On makes it easy to set up a closed loop system with your CRM through seamless integration, creating a bidirectional synchronization of data that ensures your sales reps are always 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
  • Microsoft Dynamics
  • SugarCRM
  • Infor CRM
  • NetSuite
Note: Not all features are available for every supported CRM. For a complete listing of features associated with each CRM, please refer to the Integration features by CRM section of this article below.
  • 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 in your CRM will be automatically added into 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 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 touch points, and determines which sources and campaigns generated the most leads, deals, and revenue.
  • Data syncing – All of your CRM lead and contact data, including all standard and custom fields, is pulled into Act-On as lists. These CRM fields are used for list segmentation to generate targeted campaigns, and for personalization within your emails, landing pages, and forms. Sync schedules can be set on a list-by-list basis so there is always a bidirectional exchange of data, ensuring that both Act-On and your CRM are always up to date and synchronized.
  • 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. 
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  • 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 lists within your Act-On account then pulls in these newly-created leads the next time a list sync occurs. Act-On uses the prospect’s email addresses to ensure that 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 touch points, and determine which sources your customers are coming from, and which campaigns are most effective at converting leads into customers.
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Integration Features by CRM

  Salesforce MS Dynamics SugarCRM NetSuite Infor CRM
Supported Versions Pro, Enterprise, Unlimited CRM4+IFD/ADFS authentication; 2011/2013 on-prem+IFD/ADFS authentication;2011/2013 cloud;Office 365 Cloud 6.5 or higher NetSuiteCRM Cloud: 7.5.4, 8 OnPrem: SDATA enabled
Data Sync Yes Yes Yes Yes Yes
Standard CRM Layer Support Yes Yes Yes No No
Form Submit immediate push Yes Yes Yes Yes Yes
Sent Message note / Form Push Note Yes Yes Yes Yes Yes
Opt-Out Sync Yes Yes No No No
Sales Seat Enablement: Salesforce MS Dynamics SugarCRM NetSuite Infor CRM
> Act-On Tab - Website Visitors; My Sent Msgs Yes Yes (not available for CRM 4) Sales Portal only Yes Sales Portal only
> Send Single Email to Contact or Lead Yes Yes (not available for CRM 4) Yes  Yes No
> Activity History Yes Yes Yes  Yes No
> Hot Prospects Yes Yes (not available for CRM 4) Yes  Yes No
> Send Mass Email in CRM Yes Yes (not available for CRM 4) NA NA No
Send to Salesforce Saved Report Yes - must be able to export NA NA NA No
AP Campaign Yes Add to Marketing List No No No
AP Add Task Yes Yes No No No
Report / Saved Query Pulls / Target Lists Reports/Campaigns Static & Dynamic lists Targets, Target Lists No No
  Salesforce MS Dynamics SugarCRM NetSuite Infor CRM
Integration install Package Yes Yes Yes - except v5.5 Yes (bundle) None
Contact/Lead sync Yes Yes Yes Individual lead records only Yes
Additional Import Options Reports/Campaigns Yes None None None
Opportunity/Account Data Yes Yes - cannot segment yet No No No
Sales Owner Field Creation Admin creates formula Standard 'owner' Field Standard 'Assigned To' Field Standard 'Sales Rep' Field Standard 'Owner' Field
Sales User Access SSO SSO Activity History, Send AO Email & Sales Portal SSO Sales Portal only
Sales Owner Association Owner ID custom formula 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
Sales Personalization Tags Uses Owner ID / SF User Table Must be in list Must be in list Must be in list Must be in list
Lead Score Field Creation Admin creates Package installation Package installation Package installation Admin creates
Lead Score update CRM Connector Score Set Up List Maintenance Program List Maintenance Program List Maintenance Program List Maintenance Program
Automated Program Add Task Yes Yes Yes (Create in CRM) No No
Automated Program Add to Campaign Yes No No No No
AP: Change field value push to CRM Immediate push using SF list No No No No
Contacts: Hard Bounce Push Sync List Maintenance Program List Maintenance Program List Maintenance Program List Maintenance Program
  Salesforce MS Dynamics SugarCRM NetSuite Infor CRM
Contacts: Opt In List Maintenance Program List Maintenance Program List Maintenance Program List Maintenance Program List Maintenance Program
Contacts: Opt Out Push/Pull Sync Push/Pull Sync List Maintenance Program List Maintenance Program 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 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
Form integration visibility Filter by CRM Filter by CRM Filter by CRM Filter by CRM Filter by CRM
Form Push Form Error report Yes No No No No
Lists: LMP Change field value - push to CRM Immediate push using SF list No No No No
Closed Loop Reporting Yes Yes Yes No No
Reports: Revenue Impact Report Yes Yes Yes No No
Reports: Google Adwords Yes Yes Yes No No
Reports: Revenue Attribution Report Yes Yes Yes No No
Webinar Integration Salesforce Campaigns None None None None
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