ActiveCampaign lets you automate the way you market to your contacts. Salesforce lets you streamline your sales process and increase revenue.

With the ActiveCampaign + Salesforce integration, these two powerful tools talk. And they make your job even easier.

This post has 11 instantly usable workflow automations designed to work hand-in-hand with your ActiveCampaign integration for Salesforce Essentials. You can:

  • Qualify leads and send them to your sales team
  • Keep information identical between the two platforms
  • Leverage marketing materials based on how far along the contact is in your sales process

Here are the 11 Salesforce integration workflow automations:

  1. Salesforce Lead Generation – Pt 1
  2. Salesforce Lead Generation – Pt 2
  3. Salesforce Lead Generation – Scoring Based
  4. Salesforce Nurture Lead Series
  5. Salesforce Engagement Sync
  6. Salesforce Pipeline Sync
  7. Stage Based Facebook Audience Flow
  8. Salesforce Subscription & Welcome
  9. Salesforce Unsubscribe Sync
  10. Salesforce Deal Owner Sync
  11. Salesforce Marketing List Retargeting

1. Salesforce Lead Generation – Pt 1

Salesforce lead generation part 1 Use marketing automation to turn contacts into leads for your sales team. The ActiveCampaign integration for Salesforce Essentials helps streamline this process better than ever before.

This recipe is the first in a three-part automation workflow designed to identify leads that are ready to be reached out to by your sales team. This workflow lets you:

  • Send out messages
  • Track engagement
  • Offer opportunities for your contacts to take action

(We’ll be creating leads in parts 2 and 3.)

Here’s how this automation works:

  1. Set up your ActiveCampaign integration for Salesforce Essentials before importing this recipe
  2. When a contact subscribes to your list, send a series of messages to encourage them to take actions to qualify them as a sales lead, also called a qualifying event
  3. A qualifying event means the contact showed interest in your company or product. This event could be visiting your pricing page, setting up an appointment, filling out a specific form for a quote, and much more.
  4. After each email in the series, the contacts will wait a day, then a series of If/Else actions will check to see if they opened the email or clicked a link.
  5. If the contact meets the condition, they will have points added to an engagement score and then receive the next day’s email.

You know your sales process better than anyone! We encourage you to make this automation your own. This is a template for a simple lead generation messaging series. You could add more messages or actions, increase the wait time between emails, and more.

2. Salesforce Lead Generation – Pt 2

Salesforce lead generation part 2

You’ve sent your contacts opportunities to show interest. What happens once they complete those qualifying events? When a contact completes a defined qualifying action, it triggers this automation and creates a lead in Salesforce for that contact.

Here’s how this automation works:

  1. We have four example triggers set up for this automation, but you will want to adjust them to your actual qualifying events. These can include events being recorded, tags being added within ActiveCampaign, and more.
  2. Once a contact takes one of these actions, an If/Else check will make sure they don’t have a “Qualified” tag yet.
  3. If they don’t have the “Qualified” tag, they will gain the tag in ActiveCampaign and have a lead created in Salesforce.
  4. If they do have the tag, then they already have a lead created and have simply completed a second qualifying event. They will exit the automation instead. This helps prevent the creation of duplicate leads.

3. Salesforce Lead Generation – Scoring Based

Salesforce lead generation We said this automation had three parts, but we’ve already sent out the opportunities and have an automation for creating leads of those contacts who take action. What else do we need to do?

This automation is based on engagement scoring. Sometimes contacts are reading your emails and clicking your links — which increases their engagement score — but haven’t actively sought you out by completing a qualifying event. Give these contacts the nudge they need!

Here’s how this automation works:

  1. Once a contact hits a certain threshold on their engagement score from Pt 1, the automation trigger will check to see if they have entered Pt 2
  2. If they have, then there is no need for these contacts to enter Pt 3. They already have a lead record in Salesforce.
  3. If they haven’t entered Pt 2 yet, then they will enter this automation based on their engagement score and have a lead record created in Salesforce.

4. Salesforce Nurture Lead Series

Salesforce nurture lead series What if you already have warm leads, but you want to give them more information before reaching out? This is the automation recipe for you!

Send a series of messages to your contacts, then, at the end of the series, automatically create a lead record for them.

Here’s how this automation works:

  1. A contact is entered into the automation when they take your desired action. This could be submitting a form, subscribing to a list, etc.
  2. The contact goes through a drip series of emails, getting one a day.
    At the end of the automation, they automatically have a lead record created for them in Salesforce.
  3. Let’s say you’re a contractor and a contact submitting a form on your site for more information about your process. With this automation, you can send out emails breaking down what they can expect from the process. Give them more information on the specifics you’ll need to know to give them a quote and an estimate of how long the job will take.

You can drip feed this over the course of a few days. When your sales team reaches out after the drip, they know what knowledge the contact already has. This gives them a starting point for the sales conversation.

5. Salesforce Engagement Sync

Salesforce engagement sync automation Knowing a lead’s level of engagement gives vital information to both your marketing and sales teams. Although the marketing team using ActiveCampaign can see the numerical engagement score and the actions that led to it, the sales team working in Salesforce may just see a number with no further information.

This automation workflow changes that numerical score into a text answer that is understandable at a glance.

Before importing this automation, create a custom field for “Engagement” in both ActiveCampaign and Salesforce with specific engagement score ranges for each engagement level.

Each of the following engagement levels would correspond to certain engagement scores:

  • Not engaged (0-20)
  • Minimally engaged (21-40)
  • Engaged (41-60)
  • Highly engaged (61+)

Next, use your ActiveCampaign integration for Salesforce Essentials to map these fields together to sync between platforms. Then you’re ready to import this automation recipe.

Here’s how this automation works:

  1. Choose which engagement score triggers this automation. You could even use the score we created for Salesforce Lead Generation – Pt 1 if you use that automation
  2. Whenever that score changes based on your contact’s actions (or inactions), the contact will enter into this automation
  3. A series of If/Else actions will check the contact’s current engagement score
  4. Based on their score, the Engagement field we created earlier will be updated with their level of engagement
  5. This field will then be synced into Salesforce, allowing your sales team to see how a contact’s engagement level at just a glance

6. Salesforce Pipeline Sync

Salesforce Pipeline Sync automation Use this automation to keep your pipelines in ActiveCampaign and Salesforce identical. This helps you get the right marketing messaging to the right contacts based on how far along they are in your Sales process.You don’t want to encourage someone to set up a demo call if they’re coming in tomorrow to sign a contract.

Before importing this automation, create a custom field for “Pipeline Stage” in both ActiveCampaign and Salesforce with specific values for each stage of your pipeline.Then use your ActiveCampaign integration for Salesforce Essentials to map these fields together to sync between platforms.

Now you’re ready for this automation. Here’s how it works:

  1. The first time a Pipeline Stage field value is added to the contact, they will enter this automation
  2. A deal is then created for the contact in ActiveCampaign and they are added to your first stage
  3. A series of goals also act as wait steps for the contact. They will remain in these wait steps until the Pipeline Stage field value changes, meaning the sales team has moved the deal from one stage to another
  4. Once the custom field updates, the corresponding goal will grab the contact and move them through the automation
  5. They will hit an update stage action which will make sure their ActiveCampaign pipeline stage matches the corresponding Pipeline Stage field in Salesforce

Why use goals instead of wait steps? Not every deal’s journey will be linear.
Sometimes a contact will have a great initial call and move straight to signing a contract and closing the deal. In these situations, you don’t want the contact stuck on a wait step, waiting for a stage that doesn’t need to occur.

7. Stage Based Facebook Audience Flow

Stage based Facebook Audience flow

Facebook Custom Audiences (FCA) act as an important touchpoint in many businesses’ marketing plans. Ensure your contacts are in the FCA that corresponds to their current stage in your sales process.

Note: We will use ActiveCampaign pipeline stages for the step-by-step, but you could easily use the “Pipeline Stage” field created in the Salesforce Pipeline Sync recipe for this as well.

You contact enters this automation when they enter a specified ActiveCampaign pipeline. Here’s how this automation works:

  1. The contact will then be added to your beginning FCA
  2. The contact then stops at a goal until they meet its conditions
  3. The goals in this automation correspond to the contact reaching various stages in your pipeline
  4. Once the contact reaches a new stage, they will be pulled to the corresponding goal and added to the appropriateFCA while being removed from their previous one

We use goals instead of wait steps for the same reason we use them in the Salesforce Pipeline Sync automation: we don’t want contacts getting stuck on wait steps. Feel free to add more actions and goals to this automation so that it matches your sales pipeline.

8. Salesforce Subscription & Welcome

Your marketing team sends leads to your sales team, but did you know the lead sharing can go both ways? Your sales team can also let your marketing team know when a lead has opted into receiving your marketing materials.

Before importing this automation, create a custom field for “Marketing Opt-in” in both ActiveCampaign and Salesforce with specific values for opted in and opted out. Then use your ActiveCampaign integration for Salesforce Essentials to map these fields together to sync between platforms.

Here’s how this automation works:

  1. A contact enters the automation when they receive a value of opted-in but are not already on your marketing list
  2. The contact will then hit an action subscribing them to a list of your choice. Feel free to add more subscription actions if you want to add a contact to more than one list
  3. The contact then receives an email welcoming them into your community

Pro-tip: You could build out a more robust welcome series in this automation at the end. If you already have a welcome series for your list, then you could remove the welcome email and instead allow this automation to handle onboarding your new contact.

9. Salesforce Unsubscribe Sync

Salesforce Unsubscribe Sync automation

Honoring when a contact no longer wishes to receive marketing communication from you makes a huge impact on your sending reputation and the cleanliness of your lists.

This automation syncs the opt-out preference from both ActiveCampaign and Salesforce, regardless of which platform records the preference first.
Before importing this automation, create a custom field for “Marketing Opt-in” in both ActiveCampaign and Salesforce with specific values for opted in and opted out.

Then use your ActiveCampaign integration for Salesforce Essentials to map these fields together to sync between platforms. If you built this out for the Salesforce Subscription and Welcome Series, then feel free to skip this first part — you’re all set.

This automation is unique in that it can be triggered by either platform. We segment the triggers for this automation to ensure that they aren’t entering the automation more than once. We do this with the condition “has not entered automation Salesforce Unsubscribe Sync.”

Here’s how this automation works:

  1. If the contact unsubscribes from an ActiveCampaign list, they will reach an If/Else action that checks to see if their Marketing Opt-in field in Salesforce is marked as opted-out
  2. Since they unsubscribed from ActiveCampaign, this has not occurred yet and they will go down the No path
  3. The contact’s Marketing Opt-in custom field will be updated to Opted-out via ActiveCampaign and this information will sync with Salesforce
  4. If the contact lets your sales team know their preference and the opt-out is marked in Salesforce, then the contact will enter this automation due to the Marketing Opt-in custom field value changing in Salesforce, and they will reach the same If/Else
  5. Since they already have the value of opted-out, they will move down the Yes path and be unsubscribed from the specified lists. You can choose all lists or a specific one, like a master list

10. Salesforce Deal Owner Sync

Salesforce Deal Owner Sync automation

With so many systems moving at once, it’s vital to make sure the deal is being handled by the same team or even the same person. This workflow allows your team to sync across the deal owner of a deal from Salesforce to ActiveCampaign.

Before importing this automation, create a custom field for “Deal Owner” in both ActiveCampaign and Salesforce. Then use your ActiveCampaign integration for Salesforce Essentials to map these fields together to sync between platforms.

Here’s how this automation works:

  1. Once the field are built, import the automation into your account. Choose the ActiveCampaign custom field we just created as the field to trigger the automation. It should be set from any value to any value
  2. You’ll also use this field in the If/Else statements so that when a contact enters, they go down until they meet the conditions of an If/Else
  3. Set up the deal owner that each pathway should lead to based on the If/Else Yes path they are under
  4. Once the deal owner has been assigned, the contact will leave the automation

11. Salesforce Marketing Retargeting

Salesforce marketing retargeting automation

A contact should not remain static. Ideally, they will take actions, make purchases, and in general engage with your content. Throughout their life cycle, they may switch lists multiple times based on the actions they take. This workflow lets you automate that based on their information in Salesforce.

Before importing this automation, create a custom field for how you will determine what list the contact should be in in both ActiveCampaign and Salesforce. Then use your ActiveCampaign integration for Salesforce Essentials to map these fields together to sync between platforms.

Here’s how this automation works:

  1. We will use this custom field in the automation If/Else fields to segment the contact
  2. When a contact’s value in the custom field created for this automation changes, they will enter the automation
  3. They will then go through a series of If/Else statements until they meet one and go own the yes path
  4. They will be subscribed to the appropriate list and removed from the lists they no longer pertain to
  5. The contact will then exit the automation

Contacts shouldn’t switch lists frequently, so make sure the field you are syncing in is for major actions and decisions the contact has taken.

A prime example is membership level. A contact may stay at their current level for a year and then finally move up. You want to make sure they are receiving the proper communication for their segment.