Connectors / Marketing · 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 processes 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.
- 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
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.
- 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
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.
- 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
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.
- 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
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.
- 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
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.
- 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
Build Act-On Agents
Give agents secure and governed access to Act-On through Agent Builder and Agent Gateway for MCP.
Retrieve Contact List Data
Data SourcePull 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 SourceRetrieve 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 SourceQuery 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 SourceFetch 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 SourcePull 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 ToolCreate 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 ToolEnroll 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 ToolRemove 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 ToolKick 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 ToolBuild 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 ToolPush 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.
Ready to solve your Act-On integration challenges?
See how Tray.ai makes it easy to connect, automate, and scale your workflows.
Challenges Tray.ai solves
Common obstacles when integrating Act-On — and how Tray.ai handles them.
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 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.
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 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.
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 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.
Act-On MQL to Salesforce Lead with Slack Alert
Act-On 
Salesforce 
Slack 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.
Zoom Webinar Registrant to Act-On Program Enrollment
Zoom Act-On 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.
Act-On Form Submission with Clearbit Enrichment
Act-On 
Clearbit Salesforce 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.
Act-On Campaign Metrics Daily Sync to Snowflake
Act-On 
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.
New Closed-Won Deal Triggers Act-On Onboarding Program
Salesforce Act-On 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.
Act-On Unsubscribe Sync to HubSpot and Salesforce
Act-On 
HubSpot 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.
How Tray.ai makes this work
Act-On plugs into the whole Tray.ai platform
Intelligent iPaaS
Integrate and automate across 700+ connectors with visual workflows, error handling, and observability.
Learn more →Agent Builder
Build AI agents that read, write, and take action in Act-On — with guardrails, audit, and human-in-the-loop.
Learn more →Agent Gateway for MCP
Expose Act-On actions as governed MCP tools — observable, rate-limited, authenticated.
Learn more →Related integrations
Hundreds of pre-built Act-On integrations ready to deploy.
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