# 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.

**Canonical page:** https://tray.ai/connectors/act-on-integrations/
**Categories:** Marketing
**Documentation:** https://tray.ai/documentation/connectors/service/act-on

## Overview

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.

## Use cases

### 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.

- Real-time lead score updates pushed to CRM opportunity records
- Automatic enrollment or removal from Act-On programs based on CRM stage changes
- No more stale contact data causing mis-targeted campaigns

### 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.

- Instant CRM lead or contact creation when Act-On scores hit MQL threshold
- Automated Slack or Teams alerts to the assigned sales rep
- Reduced lead response time from hours to minutes

### 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.

- Automatic Act-On list segmentation based on attendee vs. no-show status
- Personalized follow-up programs triggered by webinar engagement data
- No more CSV exports and list uploads after every event

### 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.

- Automated daily sync of Act-On campaign metrics into your data warehouse
- Unified marketing and sales data for accurate attribution modeling
- Self-service dashboards in Tableau or Looker built on clean, merged data

### 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.

- Automatic enrollment in onboarding programs triggered by CRM deal closure
- Dynamic email content driven by product usage and plan data
- Reduced churn risk through timely, behavior-based lifecycle communications

### 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.

- Real-time contact enrichment triggered on every Act-On form submission
- More accurate lead scoring based on full firmographic profiles
- Sales reps receive leads with company size, industry, and tech stack data pre-populated

### 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.

- Automated anomaly detection on Act-On email and program performance
- AI-generated recommendations delivered to Slack before issues escalate
- Marketing ops time freed from pulling and reviewing campaign reports manually

## Templates

### 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.

Connectors used: Act-On, Salesforce, Slack

### 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.

Connectors used: Zoom, Act-On

### 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.

Connectors used: Act-On, Clearbit, Salesforce

### 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.

Connectors used: Act-On, Snowflake

### 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.

Connectors used: Salesforce, Act-On

### 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.

Connectors used: Act-On, HubSpot, Salesforce

## Challenges Tray.ai solves

### 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 helps:** 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.

### 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 helps:** 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.

### 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 helps:** 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.

### 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 helps:** 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.

### 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 helps:** 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.

## Agent features

### Retrieve Contact List Data (Data Source)

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.

### Fetch Campaign Performance Metrics (Data Source)

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.

### Look Up Lead Scores (Data Source)

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.

### Access Email Program Details (Data Source)

Fetch details about automated email programs, including scheduling, enrollment criteria, and message sequences. Useful for auditing campaigns or cross-referencing with CRM activity.

### Retrieve Form Submission Data (Data Source)

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.

### Add or Update Contacts (Agent Tool)

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.

### Subscribe Contact to a List (Agent Tool)

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.

### Unsubscribe or Suppress Contacts (Agent Tool)

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.

### Trigger Automated Email Programs (Agent Tool)

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.

### Create or Update Segments (Agent Tool)

Build or modify audience segments in Act-On based on behavioral data or agent-defined criteria so the right contacts get the right message.

### Log Marketing Activity to CRM (Agent Tool)

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.

## Learn more

- Intelligent Integration: https://tray.ai/platform/intelligent-ipaas/
- Merlin Agent Builder: https://tray.ai/platform/merlin-agent-builder/
- Agent Gateway for MCP: https://tray.ai/platform/agent-gateway/
- Book a demo: https://tray.ai/contact/