Act-On connector
Automate Your Marketing Operations with Act-On Integrations
Connect Act-On to your CRM, sales tools, and data warehouse to cut manual work and close the loop between marketing and revenue.
What can you do with the Act-On connector?
Act-On is a marketing automation platform built for B2B teams managing lead nurturing, email campaigns, scoring, and reporting. But keeping Act-On in sync with your CRM, support tools, and analytics stack takes constant manual effort that slows down go-to-market teams. With tray.ai, you can build integrations and automations that connect Act-On to every system in your stack so leads flow reliably, data stays accurate, and campaigns fire at the right moment.
Automate & integrate Act-On
Automating Act-On business process or integrating Act-On data is made easy with tray.ai
Use case
Bi-Directional CRM Sync
Keep Act-On contact records and lead scores in sync with your CRM — Salesforce, HubSpot, or Microsoft Dynamics. When a lead's score changes in Act-On, the update hits the CRM in real time. When a sales rep updates a contact's status, Act-On adjusts the nurture track. This removes the dual-entry problem that causes data drift between marketing and sales.
Use case
Lead Handoff and Routing Automation
Automate the MQL-to-SQL handoff by triggering CRM task creation, Slack notifications, and email alerts the moment an Act-On lead score crosses a defined threshold. Route leads to the right sales rep based on territory, company size, or product interest pulled from Act-On behavioral data. No hot lead goes unworked, and your SDR team loses the manual triage step from their day.
Use case
Event and Webinar Attendee Nurturing
Connect Act-On with webinar platforms like Zoom Webinars, GoToWebinar, or ON24 to automatically enroll attendees and no-shows into tailored follow-up nurture programs. Registration data flows into Act-On, and post-event engagement signals like poll responses and watch time trigger personalized email sequences. No manual list imports after every event.
Use case
Revenue Attribution and Multi-Touch Reporting
Pull Act-On campaign engagement data — email opens, clicks, form fills, and program memberships — into your data warehouse or BI tool alongside CRM opportunity data to build multi-touch attribution models. Scheduled syncs push Act-On activity records to Snowflake, BigQuery, or Redshift so your analytics team can measure which campaigns actually drive closed revenue.
Use case
Customer Onboarding and Lifecycle Automation
Use tray.ai to trigger Act-On onboarding programs the moment a new customer is marked closed-won in your CRM or provisioned in your product database. Pass customer segment, plan type, and onboarding milestone data back from your app or CSP into Act-On so lifecycle emails stay relevant throughout the customer relationship. This takes Act-On well beyond demand generation into retention and expansion.
Use case
Form Submission and Intent Data Enrichment
When a prospect submits an Act-On form, automatically enrich the contact record with firmographic and technographic data from Clearbit, ZoomInfo, or Bombora before the lead is scored or routed. Your scoring model gets complete data, and sales reps get fully enriched leads rather than bare email addresses. Enrichment can also trigger segment changes that move a contact into a higher-priority nurture track right away.
Use case
AI-Powered Campaign Performance Alerts
Build AI agents on tray.ai that monitor Act-On campaign performance on a schedule and flag anomalies — sudden drops in open rate, spikes in unsubscribes, underperforming A/B variants — directly to your marketing team via Slack or email. The agent can pull context from historical benchmarks stored in a database and suggest corrective actions. Catching problems early beats combing through reports after the damage is done.
Build Act-On Agents
Give agents secure and governed access to Act-On through Agent Builder and Agent Gateway for MCP.
Data Source
Retrieve Contact List Data
Pull subscriber and contact details from Act-On marketing lists for personalization or segmentation. Good for getting a clear picture of your audience before building campaigns.
Data Source
Fetch Campaign Performance Metrics
Retrieve open rates, click-through rates, and conversion data from Act-On email campaigns. Agents can use this to recommend changes or generate performance reports.
Data Source
Look Up Lead Scores
Query Act-On lead scoring data to identify high-priority prospects based on behavioral and demographic signals. Agents can then prioritize outreach or trigger follow-up workflows accordingly.
Data Source
Access Email Program Details
Fetch details about automated email programs, including scheduling, enrollment criteria, and message sequences. Useful for auditing campaigns or cross-referencing with CRM activity.
Data Source
Retrieve Form Submission Data
Pull data from Act-On landing page and web form submissions to capture new leads and their intent signals. Useful for routing prospects to the right nurture track or sales rep.
Agent Tool
Add or Update Contacts
Create new contacts or update existing records in Act-On marketing lists using data from other systems. Keeps your marketing audiences in sync with CRM, e-commerce, or support platforms.
Agent Tool
Subscribe Contact to a List
Enroll a contact into a specific Act-On marketing list or nurture program based on triggers from other tools or agent logic. Lets you build audiences dynamically and control campaign enrollment.
Agent Tool
Unsubscribe or Suppress Contacts
Remove or suppress contacts from Act-On lists to honor opt-out requests or maintain list hygiene. Keeps you compliant with email regulations like CAN-SPAM and GDPR.
Agent Tool
Trigger Automated Email Programs
Kick off Act-On automated email sequences for a contact in response to external events like a new deal stage, support ticket, or product sign-up. Useful for cross-platform marketing automation.
Agent Tool
Create or Update Segments
Build or modify audience segments in Act-On based on behavioral data or agent-defined criteria so the right contacts get the right message.
Agent Tool
Log Marketing Activity to CRM
Push Act-On engagement events — such as email opens, clicks, or form fills — into connected CRM records so sales teams can see the full picture of prospect activity.
Get started with our Act-On connector today
If you would like to get started with the tray.ai Act-On connector today then speak to one of our team.
Act-On Challenges
What challenges are there when working with Act-On and how will using Tray.ai help?
Challenge
Keeping Lead Scores Consistent Across Systems
Act-On calculates lead scores from behavioral signals, but CRM teams often have their own scoring logic or override scores manually, causing the two systems to drift apart. Marketing makes decisions based on Act-On scores while sales works from different data in the CRM, which leads to misaligned MQL definitions and missed handoffs.
How Tray.ai Can Help:
tray.ai lets you build bi-directional sync workflows that push Act-On score changes to the CRM in real time, with configurable business rules for handling conflicts — always trust the higher score, or lock values a sales rep has overridden. You can also build audit logs that record every score change event for reporting.
Challenge
Complex Multi-Step Lead Routing Logic
Enterprise marketing teams often need to route Act-On MQLs based on a combination of factors — territory, company size, product interest, account ownership in the CRM, and round-robin queues — which is too complex to handle natively in Act-On alone. Routing rules end up living in spreadsheets, with marketing ops doing manual triage and leads sitting idle in the meantime.
How Tray.ai Can Help:
tray.ai's workflow builder supports advanced conditional branching and data lookup steps, so you can build routing logic that queries Salesforce for account ownership, applies territory rules from a lookup table, and assigns leads to the correct queue or rep — all within a single automated workflow triggered by Act-On activity.
Challenge
Managing API Rate Limits During Large List Syncs
Act-On's API enforces rate limits that can cause bulk contact sync operations to fail or throttle when marketing teams try to sync large lists during campaign launches or after major events. Simple integrations built on native connectors often lack the retry logic and batching needed to handle these limits, leading to incomplete syncs and silent failures.
How Tray.ai Can Help:
tray.ai handles Act-On API rate limiting through built-in retry mechanisms, configurable request throttling, and chunked batch processing. Workflows can spread large sync operations across time windows and alert operations teams via Slack or email if a sync completes with errors, so data completeness issues don't go unnoticed.
Challenge
Tracking Full Campaign Attribution Across the Funnel
Act-On tracks top-of-funnel engagement well, but connecting that data to pipeline and revenue outcomes means joining it with CRM opportunity data — something most marketing ops teams do manually in spreadsheets every month. It's slow, error-prone, and always delivers last month's picture rather than anything current.
How Tray.ai Can Help:
tray.ai automates the extraction of Act-On engagement data and its delivery to a data warehouse on a schedule, where it can be joined with CRM pipeline data in your BI tool. A monthly manual process becomes a continuous automated pipeline that keeps attribution dashboards current without ops team involvement.
Challenge
Maintaining Consent Compliance Across Integrated Platforms
When a contact unsubscribes in Act-On, that suppression needs to be reflected in every other platform that might send communications — CRM email tools, customer success platforms, support systems. Without automated propagation, teams risk violating CAN-SPAM or GDPR by re-engaging opted-out contacts through a different system.
How Tray.ai Can Help:
tray.ai lets you build a central consent propagation workflow that watches Act-On's suppression list for changes and immediately pushes opt-out status to every connected platform. This creates a defensible compliance posture and removes the operational burden of manually managing unsubscribe lists across systems.
Talk to our team to learn how to connect Act-On with your stack
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Integrate Act-On With Your Stack
The Tray.ai connector library can help you integrate Act-On with the rest of your stack. See what Tray.ai can help you integrate Act-On with.
Start using our pre-built Act-On templates today
Start from scratch or use one of our pre-built Act-On templates to quickly solve your most common use cases.
Template
Act-On MQL to Salesforce Lead with Slack Alert
Automatically creates a new Salesforce lead and sends a Slack notification to the assigned SDR queue whenever an Act-On contact's score crosses a configurable MQL threshold.
Steps:
- Poll Act-On for contacts whose lead score has reached or exceeded the MQL threshold in the last polling interval
- Check Salesforce to see if a lead or contact record already exists for the email address
- Create a new Salesforce lead or update an existing record with Act-On score and program membership data
- Post a formatted Slack message to the SDR channel with lead details, score, and a direct Salesforce link
- Log the handoff event back to Act-On as a custom field update to prevent duplicate processing
Connectors Used: Act-On, Salesforce, Slack
Template
Zoom Webinar Registrant to Act-On Program Enrollment
Enrolls Zoom Webinar registrants into an Act-On nurture program and segments attendees versus no-shows after the event to trigger the appropriate follow-up email sequence.
Steps:
- Trigger on new Zoom Webinar registrant webhook event and add contact to Act-On list with webinar metadata
- After event end time, retrieve attendee report from Zoom Webinars API
- Update Act-On contact records with attended or no-show status as a custom field
- Enroll each contact into the appropriate Act-On automated program based on attendance status
Connectors Used: Zoom, Act-On
Template
Act-On Form Submission with Clearbit Enrichment
Enriches every new Act-On form submission with Clearbit company and person data, updates the Act-On contact record, and routes high-fit leads directly to Salesforce.
Steps:
- Trigger on new Act-On form submission via webhook or scheduled poll
- Send email address to Clearbit Enrichment API and retrieve firmographic and technographic data
- Update Act-On contact record with enriched fields including company size, industry, and technology stack
- Evaluate fit score logic and if above threshold, create or update a Salesforce lead with full enriched profile
- Enroll contact in high-intent Act-On nurture program if Clearbit signals indicate strong ICP match
Connectors Used: Act-On, Clearbit, Salesforce
Template
Act-On Campaign Metrics Daily Sync to Snowflake
Runs a nightly sync that pulls Act-On email and program performance data and loads it into a Snowflake reporting table for multi-touch attribution analysis.
Steps:
- Schedule daily trigger to run after Act-On reporting data has refreshed overnight
- Call Act-On Reporting API to retrieve email send, open, click, bounce, and unsubscribe metrics for all active campaigns
- Transform and normalize the response payload into the Snowflake target schema
- Upsert records into the Snowflake campaign performance table using campaign ID as the unique key
- Update a pipeline run log table in Snowflake with sync timestamp and record counts for monitoring
Connectors Used: Act-On, Snowflake
Template
New Closed-Won Deal Triggers Act-On Onboarding Program
Watches for closed-won opportunities in Salesforce and automatically enrolls the associated contact in a personalized Act-On onboarding email program with plan and segment data passed dynamically.
Steps:
- Trigger on Salesforce Opportunity stage change to Closed Won via real-time webhook or polling
- Retrieve associated Contact and Account details including product plan and segment from Salesforce
- Look up or create the contact in Act-On using email address as the unique identifier
- Update Act-On contact with plan type, account tier, and CSM owner custom fields
- Enroll contact in the appropriate Act-On onboarding automated program based on product plan
Connectors Used: Salesforce, Act-On
Template
Act-On Unsubscribe Sync to HubSpot and Salesforce
Propagates Act-On email unsubscribes and hard bounces to HubSpot and Salesforce in real time to maintain consent compliance and prevent cross-platform re-engagement.
Steps:
- Poll Act-On Suppression List API on a scheduled interval for new unsubscribes and hard bounces
- Look up each email address in HubSpot and update the contact's email opt-out status to true
- Look up the same email in Salesforce and update the lead or contact HasOptedOutOfEmail field
- Log each suppression event to a Google Sheet or database for compliance audit records
Connectors Used: Act-On, HubSpot, Salesforce