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Act-On Software

Salesforce Integration Guide

Salesforce Integration Basics 

Act-On's integration with Salesforce allows you to share information and use your Salesforce database for mailings and intelligence gathering.

The integration also allows Salesforce users to see any marketing activities a lead and/or contact has participated in, so that when the individual is contacted the Salesforce user has insight into their interests.

A bi-directional relationship with Salesforce allows you as the marketer to push and then pull data between the two systems synchronizing the two databases. When using the Salesforce integration you may use both the Salesforce standard fields and any custom fields on the Lead and Contact object for marketing and segmentation.

When importing from Salesforce you can pull your full list of leads and/or contacts, any saved reports, and any Salesforce campaign into Act-On.  Once imported, it will create independent lists within Act-On that contains all of the individuals and their associated data so that you can send them email campaigns, segment and manipulate the data, or add newly-qualified leads to the list for creation in your Salesforce account. 

Act-On can integrate with Salesforce Professional, Enterprise and Unlimited editions. Salesforce does not currently provide integration support for its Group or Contact Manager editions. 


What you’ll need to get started:

  • Salesforce versions: Enterprise, Professional, or Unlimited
  • Salesforce admin login credentials
  • Salesforce security token

The first step towards using the Salesforce integration will be to install the new Salesforce package into your Salesforce account. If you have any pre-existing Act-On packages in your Salesforce account you will want to uninstall these first. An important note is that Salesforce will not allow you to uninstall a package that has buttons exposed to end users, so you will most likely need to remove the Act-On buttons from your page layouts first.

You'll need to connect your Act-On account with your Salesforce account. To do this, you will need a Salesforce account (username, password, and Salesforce security token). This user does not have to have administrative privileges in Salesforce, however, the user used for the connector will only pull in the data that they can access in Salesforce.  The package install does have to be installed by a Salesforce administrator. Once this information has been gathered and the appropriate privileges have been verified, log in to your Act-On account. Make sure pop-up blockers are disabled.

  1. Click on Settings > Connectors > CRM > Salesforce.
  2. Click Connect.
  3. Enter your Salesforce login, password and security token. The security token should immediately follow the password with no space in between.
    • Note: If you do not yet have your security token you will have to log into Salesforce and navigate to the Setup area
      • Click the drop down menu where your name appears in the top right and choose My Settings. On the left panel, click Personal > Reset My Security Token.
      • Clicking this link will send an email to the address you've used to set up your Salesforce account.
      • Salesforce will only provide the security token one time via email, so make sure to save it in a safe location
      • If you do lose the security token in the future you will have to request a new one using the same process, then come back and update your Act-On connector for Salesforce
  4. Install the Act-On package. After clicking Install, you will be prompted to log into Salesforce. (Salesforce Administrative privileges required). Make sure pop-up blockers are disabled.
  5. Follow the Salesforce prompts to install the package. 
    • Note: When installing the package there is a step to choose security level
      • Select Grant access to all users. Even though access will be granted to all users, they will not have access to Act-On until it is exposed to them via Salesforce page layouts and privileges.
  6. While in your Act-On account, paste the following into your address bar and hit enter/return: serverurl/acton/ops/pushActonUrlToSalesForce.jsp?new=true

Act-On's inline activity history view for the sales team requires you to authorize two Act-On URL's as remote sites in your Salesforce account.

To set up the Act-On remote sites, go to: Set Up > Security Controls > Remote Site Settings > New Remote Site and configure the new remote site settings as follows:

  • Remote Site Name - Act_On_Service
  • Remote Site URL - https://sf.actonsoftware.com
  • Remote Site Name - Act_On2
  • Remote Site URL - https://<ciXX>.actonsoftware.com

The <ciXX> section of the URL should match the URL shown in your browser when logged into Act-On.

For example:    would be a remote site of https://ci63.actonsoftware.com in Salesforce.

Ensure that the Active checkbox is checked and save your changes by clicking the Save button.

Act-On recommends creating custom fields for use within Act-On, such as "Act-On Behavior Score" to calculate the lead score of your leads and contacts, and "Owner ID" to associated Sales ownership. These custom fields should be created for both Leads and Contacts records. 

  • Go to Setup > Customize > Contacts > Fields.
  • Scroll down to Contact Custom Fields and Relationships.
  • Click the New button.
  • Select the Number radio button under Data Type then click Next.
  • The field label should be something like: Act-On Behavior Score, Behavior Score or Lead Score. The field length should be six digits.
  • Click Next.
  • Establish the field level security for all users who will use the behavior score field for prospecting and to gauge product interest.
  • Click Next.
  • Click Save & New.

Next, we will choose to create a Formula field radio button:

  • Select the Formula radio button under Data type then click Next.
  • The field label should be called Owner ID, the field name will be Owner_ID, and the Data type will be Text. It is important that the field name is created exactly as 'Owner_ID' since Act-On will use this field for personalization and lead and contact ownership.
  • Copy the short text below and paste it into the simple formula text box within Salesforce. This code will also be used when creating the Lead Owner ID field. Make sure pop-up blockers are disabled. 
CASESAFEID(OwnerId)

Lead fields setup 

When finalizing this field, it is not necessary to make the OwnerID field visible to your end users or add it to the layout since this will only be used for Salesforce reports that are pulled into Act-On.

  • Go to Setup > Customize > Leads > Fields.
  • Scroll down to Lead Custom Fields and Relationships.
  • Click the New button.
  • Select the Number radio button under Data Type then click Next.
  • The field label should be something like: Act-On Behavior Score, Behavior Score or Lead Score. This field label name should match the same name as your Contact page layout field.
  • The field length should be six digits.
  • Click Next.
  • Establish the field-level security for all users who will use the behavior score field for prospecting and to gauge product interest.
  • Click Next.
  • Click Save & New.

Next we will choose to create a Formula field radio button:

  • Select the Formula radio button under Data Type then click Next.
  • The field label should be called Owner ID and the Data type will be Text. It is important for the field name be created exactly as 'Owner_ID' since Act-On will look to use this field for personalization and lead and contact ownership.
  • Use the same Owner ID code above when copying and pasting into Salesforce.

Buttons and Activity History 

There are three custom page buttons: Act-On Activity History, Send Act-On Email, and Add custom button that can be exposed within Salesforce. Inline Activity History is also available to Salesforce users. These features are accessible only after the administrator has granted access to the users by placing them on the page layout(s) for leads or contacts.

  • Act-On Activity History – This feature lets users view a summary of lead or contact interactions with Act-On marketing materials and your website.
  • Send Act-On Email – This feature allows a Salesforce user to send an email to a lead or contact using Act-On’s email servers and tracking capabilities. You can also allow a Salesforce user to send an email message to up to 200 leads or contacts through the Contacts and Leads view.
  • Add to Act-On List for Salesforce Campaigns - This feature allows a user to import the Salesforce campaign into their Act-On account under Contacts > Marketing Lists. 
    • Please note: If the campaign already exists in the account, the campaign will not be imported. You will need to delete the existing campaign in Act-On or rename the campaign in Salesforce.

For Enterprise and Unlimited versions of Salesforce:

  • Navigate to Setup > Customize > Leads > Page Layouts. Contacts follow the same path in terms of setting up the Act-On buttons.
  • Click Edit next to the page layout on which you would like to expose these custom buttons. If you are using the Professional Edition of Salesforce, you can edit the Page Layouts by locating a lead or contact in your Salesforce account and clicking to view the individual record. On the layout in the upper right corner you will see a link to Edit Layout.
  • Choose Buttons from the top left palette.
  • Locate the Send Act-On Email, Act-On Activity History, and Add to Act-On List for Salesforce Campaigns buttons and drag them into the custom button area of your layout, which is generally located directly above or below the Contact or Lead detail area.

Next we will add the Inline Active History to your page layouts. Perform the following process for any desired layouts in both the Leads and Contacts menus.

  • Locate the Visualforce Pages in the upper menu.
  • Drag and drop a Section Heading onto the layout. Generally this section heading is best located directly below the standard profile fields.
  • Name the section heading (recommended name: Act-On Activity History).
  • Choose 1 Column as the layout.
  • Click OK.
  • Locate the activityHistoryInlineLead in the top menu.
  • Drag and drop it directly into the new section you created.
  • Click Save.

The final optional step in this process will be to expose the mass email functionality: Navigate to SetUp > Customize > Leads > Search Layouts.

  • Locate the Leads List view and click Edit.
  • In Custom Buttons look in the Available Buttons area and click Send Act-On Email.
  • Click Add.
  • Click Save at the bottom of the page.

Repeat this process for contacts to expose the button on your Contacts List view for sending Act-On email messages.

The final step in this process is to expose the Act-On tab for the end users. Instructions for Salesforce versions:

  • Navigate to the homepage of your Salesforce account and click on the ‘+’ sign to the right of the tabs at the top of the screen.
  • Click Customize My Tabs in the upper right corner.
  • In the Available Tabs section, locate Act-On and add it to Selected tabs.
  • Click Save and the Act-On tab will now be visible.

If you don’t have the ability to customize a tab, you will need to set the proper privileges for your profiles:

  • Navigate to SetUp > Administrate SetUp >Manage Users> Profiles in the lower left corner.
  • Click Edit next to the profile of any users you would like to expose the tab for.
  • In the editing area of the profile section scroll down to the Tab Settings area.
  • Locate the tab labeled Act-On in the Custom Tab Settings area.
  • Set the tab setting to Default On.
  • Click Save.

Act-On features like Website Visitor and Hot Prospects use Sales Prospect Reports to identify which leads and contacts are assigned to your sales representatives. Information on defining prospects assigned to sales can be found here.

You can simply add your All Salesforce Contacts and All Salesforce Leads to associate your sales prospects. We will cover these two lists later in this article. If your Salesforce Contacts and Salesforce Leads each contain more than 100,000 records, we recommend creating Salesforce reports instead. Act-On supports three Salesforce reports - Tabular, Summary, and Matrix. Keep in mind that the reports will only pull in records, not associated charts. Users that have switched over to Salesforce Lightning will not be able to successfully import reports into Act-On. You will have to revert back to Salesforce Classic or connect to a Salesforce user that uses the Salesforce Classic user interface.

To create the first report:

  • Navigate to the Reports tab in your Salesforce account.
  • Select New Report.
  • Under Select Report Type choose Leads then click Create.
  • Once in the report creation area locate the Show drop-down menu at the top of the screen and select All Leads.
  • In the Date field choose Create Date in the first drop-down menu and All Time in the second. This ensures that all leads are included in the report.
  • Next to the Filter option click Add. In this particular case we will use the status of the lead to determine if we'd like to make it visible to the sales team.
  • In the first drop-down menu choose Lead Status and in the second choose Equals.
  • For the final text box click the magnifying glass to the right to select the status to include or exclude in the filter. In the pop-up window check boxes next to each status that designates that a lead is being worked on or is open. Most users choose not to select a status that represents disqualified, competitor, or bad data leads if your company uses those.
  • Click Insert Selected to save your changes for the statuses to include.
  • Click OK to the right of the filter that you just created.

Now that you have set up filters and date ranges it is important to include particular fields in the report. You can drag and drop the required fields:

  • Company Name
  • First Name
  • Last Name
  • Email
  • Lead ID
  • Owner ID
  • Click Save and give the report a name such as 'Act-On Report Prospects Assigned to Sales.' Be sure to save this report in a public folder so that it can be accessed by Act-On.

The second report that you need to create is similar; it will be for contacts that are inside of open opportunities.

  • Start by creating a custom report.  Under the Select Report Type area choose the Opportunities folder and locate the Opportunities with Contact Roles report and hit Create.
  • Once in the report creation area you will locate the Show menu choose All Opportunities and Open in the second drop-down menu. This will show all open opportunities for all users in the company.
  • In the Date field choose Close Date and for the Range select All Time. This will ensure that you are looking at all open opportunities.
  • Drag and drop the same required fields as mentioned previously except use Contact ID instead of Lead ID.
  • Click Save and title this report 'Act-On Report Prospects in Opportunities'. Be sure to save this report in a public folder so that it can be accessed by Act-On.

We will discuss how to pull these reports into Act-On and how to set up to sync with Salesforce later in this article.

Sales Users

To allow a Salesforce user access to Act-On features like the Act-On Inline Activity History, Send Act-On Email button(s), Hot Prospect, My Sent Messages and Website Visitor information they must be set up as an Act-On sales user. 

To provision the accounts in Act-On for your Salesforce sales users:

  • Click on Settings > Users > Sales Users.
  • Click the button labeled Import Sales Users. If you do not see this button please ensure that your Salesforce connector is established or contact your CSM.
  • Check the boxes next to the Salesforce users you would like to grant access to and click Add Users at the bottom of the window. Your sales users information will be updated whenever the Salesforce connector is reset or updated however, you can always manually refresh by clicking Update Sales User Profiles.

Note: Your agreement with Act-On allows for a certain number of sales users to be added to your account. To increase your sales user limit, contact your Act-On sales representative, Customer Success Manager, or call our sales hotline at 877-530-1555.

To begin interacting with your Salesforce database, the first step will be to import your leads and contacts into Act-On.

  • Click on Contacts > Marketing Lists.
  • Click the Import button in the upper right corner of the page.
  • When the Import screen displays, you will have the option to choose to import from three areas of your Salesforce database: Import Complete Salesforce List, Import Salesforce Saved Reports Results, and Import Salesforce Campaign Members. For your leads and contacts, you will work with the first area titled Import Complete Salesforce List.
  • Click the radio button next to All Salesforce Leads and click Next.
  • The next screen asks you to choose the columns (or Salesforce fields) you would like to import into Act-On. You can always add fields at a later date if you aren't sure what you would like to use right away. Once you have finished selecting the columns you want to pull into Act-On, click Finish. A list will be created with the title 'All Salesforce Leads' and placed in the default folder under Marketing lists. Since this is the first time you're importing the list it may take a few minutes to complete. Once your list has finished importing you will see a number at the end of the list row designating how many leads you have imported from Salesforce.

Repeat these steps to import your All Salesforce Contacts into your Act-On account and your Salesforce database is now available to you from within the marketing platform.

The next step is to set a schedule for synchronizing the two databases, to ensure that Act-On has the most up-to-date information from Salesforce and to allow Act-On to create leads for your sales team. This is covered in the Sync Setup section of this article.

A second step towards more effective marketing and analysis is to leverage the Salesforce Campaigns feature. Act-On can populate, create leads, and manipulate the Campaign Member Status field for each contact or lead in your marketing campaign. Please note: If you have Act-On's Account Based Marketing, you do not need to import each individual campaign. You will be able to segment off of the Campaign name in your All Salesforce leads/contacts list.

  • Click on Contacts > Marketing Lists.
  • Click the Import button in the upper right corner of the page.
  • For your campaigns, you will be dealing with the third area titled Import Salesforce Campaign Members.
  • Click the radio button next to the Salesforce campaign you would like to import and click Next.

Your Salesforce campaign will now import with the title of 'Salesforce Campaign: [Your Campaign Name]' and will be placed in the default folder under Marketing Lists. Since this is the first time you are importing the list it may take a few minutes to complete. Once your list has finished importing you will see a number at the end of the list row designating how many leads and contacts we have imported from Salesforce. 

Repeat these steps to import any additional campaigns into your Act-On account and your campaign lists are now available to you from within the marketing platform. Our next step is to set a schedule for synchronizing the two databases to ensure that Act-On has the most up-to-date information from Salesforce and to allow Act-On to create leads for your sales team. This is covered in the next section.

Once your Salesforce list has been imported, you can then set up options to synchronize the list between Act-On and Salesforce.

  • Click on Contacts > Marketing Lists.
  • Hover over your list and click the drop down arrow… then Import/Export > Salesforce.com Sync Setup. For a Salesforce report, the option will say Re-import from Salesforce.

For the All Salesforce Leads list, All Salesforce Contacts list, or any Salesforce campaigns, you can choose to push information to Salesforce, pull information from Salesforce, or both. For a Salesforce report, you can choose to only pull from Salesforce.

To push records to Salesforce, click on the checkbox next to Push to Salesforce.

  • Select Add new records to Salesforce if you want any new records in this list to be added to Salesforce as a new lead or contact.
  • Select Update existing records if you want to give Act-On permission to update fields in Salesforce for existing leads or contacts. Note that no fields are selected to update by default.
  • Click Select Push-Update Fields to choose which fields you give Act-On permission to update. We recommend that you push an update to your newly created custom Lead Score field. For Salesforce campaigns, campaign status will always be pushed.

To pull records from Salesforce, click on the checkbox next to Pull from Salesforce.

  • Select Add new records to the list from Salesforce if you want any new leads or contacts in Salesforce to be added into the list in Act-On.
  • Select Update existing records if you want the list in Act-On to get any updated information from existing leads or contacts in Salesforce. Note that all fields are selected to update by default.
  • Click Select Pull-Update Fields to unselect any fields that you don't want updated in Act-On. We recommend that you deselect the newly created custom Lead Score field.

The Add List Columns section, available for All Salesforce Leads and All Salesforce Contacts, allows you to import any additional standard or custom fields you did not choose when initially importing your Salesforce list. To import additional fields:

  • Click Add List Columns.
  • Check the box next to the field names, and click Save. These fields will then be added to your list in Act-On the next time you synchronize with Salesforce. This option is not necessary for Salesforce campaigns or Salesforce reports, since all fields available to the campaign or specified in the report will be automatically included when the list is imported into Act-On.

The Scheduling section allows you to schedule the frequency with which you would like Act-On to perform the above actions for you. To set a schedule for the synchronization:

  • Click the Schedule button. Choose the desired frequency of daily, weekly or monthly, and then add appropriate values in the remaining fields. The remaining fields include the hourly, daily, monthly preferences and start times of the synchronization.
  • Click Save at the top of the window.

Once your push/pull options and scheduling preferences have been set, click Save at the bottom of the window. To discard all changes, click Cancel.

Please note:

If you are using Salesforce Lightening you are unable to push reports from lightening to Act-On. This is available in Classic, so switch your view to Classic in order to push reports.

Standard Field Names

The Standard Field Names page allows you to define a standard set of field names you typically use in your Act-On lists. This set of field names can then be quickly accessed when creating and editing lists, creating form fields, and other areas in the application where field names can be selected. To define your set of standard field names:

  • Click on Contacts.
  • Choose Standard Field Names.
  • Click Optimize for Salesforce to pull in all of your custom and standard fields from your Salesforce Leads and Contacts page layouts into the Field Name.

System Usage – When defining your standard field names, there are a few key fields that the Act-On system needs to know about for various reasons. For example, which field will contain your contact's email address, or first name? You can map your field names to these key values from the System Usage column on the page. Many of your fields will not have a system usage.

It is a best practice to have Act-On and Salesforce sync their opt-out information. The entire process can be managed from your Act-On account:

  • Click on Settings > CRM Administration.
  • Navigate to Opt In/Out Synchronization.
  • On the Pull and Push check the boxes to push and pull the opt-out list sync.
  • Once you do this navigate to Recurring Synchronization and schedule the sync.  The recommended schedule is once every 24 hours.

Notice that an additional option in the scheduling area gives you the ability to perform these actions immediately by clicking Synchronize Now.

Hard Bounces

It is also a best practice to have Act-On push hard bounce information back into Salesforce so that your sales team knows of any invalid email addresses within a lead or contact record.

  • Click on Contacts > Other Lists > Bounces and Opt-Outs.
  • Hover over the Hard Bounces list and select Push to Salesforce.
  • Click the checkbox next to Push to Salesforce.
  • Click Select Hard Bounce Field.
  • You can enter or select the field name to be updated in Salesforce anytime an email address hard bounces. You will notice that it defaults to EmailBouncedReason, however you can choose any standard or custom Salesforce field.
  • If you wish you can sync the Hard Bounces to push to Salesforce.  

Next, you need to identify your Sales Prospect lists. If you created the Act-On Report Prospects Assigned to Sales and Act-On Report Prospects in Opportunities in Salesforce then you will need to import these reports into Act-On. If you chose to use All Salesforce Leads and All Salesforce Contacts please skip ahead to the Sales Prospects section below.

To import your reports:

  • Click on Contacts > Marketing Lists and click the Manage button in the upper right corner of your folder list (this will be hidden until you hover over it).
  • Click Add and create a folder titled 'Salesforce System Lists'.
  • Click Add again then click Save.

Repeat this process and create folders titled 'Salesforce Reports', 'Salesforce Campaigns', and 'Salesforce Master Lists', if you desire.

  • Click the Import button in the upper right corner.
  • Scroll down to Import Salesforce Saved Report Results and locate your reports, listed in alphabetical order (Act-On Report Prospects Assigned to Sales and Act-On Report Prospects in Active Opportunities).
  • Click the radio button next to the first report; click Next in the upper right corner.
  • Hover over the newly-imported report; click More > Re-Import from Salesforce.
  • Click the checkbox next to Pull from Salesforce and the following three checkboxes next to Add, Update, and Remove.
  • Click the Schedule button and choose the desired frequency of daily, weekly or monthly, and then add appropriate values in the remaining fields. The remaining fields include the hourly, daily, or monthly preferences and start times of the synchronization.
  • Click Save.

Repeat this process for the second report. 

On the Marketing Lists page you will find both reports in the default folder at the bottom of the page. Hover over each report and click the Move link and place each list inside of the Salesforce System Lists folder that you created.

Note
Hot Prospects will display the prospects with the highest overall lead score over the past X number of days, not just the highest difference in Lead Score. So if time period is 7 days, but your overall Lead Score Time Period was 90 days, and no one had done anything the last week, we would be looking at older scores to determine the hottest leads for this week.

Here are a few important differences between a prospects total lead score and what would be counted in the Hot Prospects section:

  • Scoring associated with Sent Emails will not count toward the Hot Prospect lead score
  • Scoring associated with Opened Emails will not count toward the Hot Prospect lead score
  • Scoring associated with Profile based lead scores will not be counted toward the Hot Prospect lead score

A few additional items to consider that may help troubleshoot inconsistencies

  • If a Sales Prospect List is specified, the person should be in the list, and should have a valid Salesforce id.
  • There should be an OwnerId column in the Sales list if a Sales list is specified.
  • Only the top 20 Hot Prospects will appear
  • Act-On email addresses will be excluded from populating in Hot Prospects

 

Sales Prospects 

The final step for this setup is to establish your reports/lists within Act-On to associate the sales ownership.

  • Click on Contacts > Other Lists > Account Lists and click on the Sales Prospects area.
  • Hover over Prospects Assigned to Sales and click the Select option to the right in the drop down. In the pop-up window, scroll down to your Salesforce System Lists folder and choose the report titled 'Act-On Report Prospects Assigned to Sales'. If you’ve opted to use your Salesforce list instead of creating reports, please select All Salesforce Leads.
  • Click Submit.
  • Next hover over Prospects in Active Opportunities and repeat the selection process choosing the report titled 'Act-On Report Prospects in Active Opportunities'. If you’ve opted to use your Salesforce list instead of creating reports, select All Salesforce Contacts.
  • Click Submit.

Next, hover over Existing Contacts Assigned to Sales and select All Salesforce Contacts.

AOmegaphonesmall.pngPlease note:

Accounts and Opportunities data for Salesforce will be available only for customers that have Account Based Marketing enabled.

Scoring

In order to provide your sales team with qualified hot prospects, you will need to set up your Scoring Rules:

  • Click on Contacts > Scoring Rules.
  • Enter your desired scoring rules.
  • Click Update Scoring Rules.

More information on scoring rules and best practices can be found here.

Lastly, you will need to associate your Salesforce custom lead score field within Act-On to populate the Act-On Behavior score.

  • Click on Settings > Connectors > CRM > Salesforce.
  • Click on the Score Setup Link.
  • Enter the name of the custom Salesforce field that you created for the Act-On Lead score.
  • Click OK.

You are now set up to have your Hot Prospects tab in Salesforce show your sales representatives targeted views of only their leads and contacts, including Sent Messages and Website Visitors.

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