Integrating ActiveDEMAND Marketing Automation with FunnelFLARE Sales Enablement Software

FunnelFLARE has fantastic integration with ActiveDEMAND marketing automation. This integration provides:

  • full reflection of website visits, form fills, emails, etc from ActiveDEMAND to FunnelFLARE (there is no need to use the FunnelFLARE WordPress plugin, you can just use the ActiveDEMAND WordPress plugin/website tracking)
  • Visibility into marketing activities from within your FunnelFLARE account
  • Workflow actions to update data in ActiveDEMAND from within FunnelFLARE


Data Architecture



There are multiple ways to leverage the integration. It is important to start by defining a data architecture.  The base case is where your company is using ActiveDEMAND as a marketing automation platform and driving leads to your sales organization. ActiveDEMAND is the system of record for all top-of-funnel prospects, the leads are passed to your CRM, and your CRM integration with FunnelFLARE maintains the existing integration. The ActiveDEMAND integration with FunnelFLARE passes information directly between the two applications without the need to move the data through the CRM.

  1. ActiveDEMAND communicates with your CRM (leads are assigned, deals are created, etc)
  2. Your CRM communicates with FunnelFLARE (prospect insights, tasks, calls, etc)
  3. FunnelFLARE and ActiveDEMAND share information regarding prospect activity on the web, marketing initiatives etc.


Adding the ActiveDEMAND application to your FunnelFLARE account

In your FunnelFLARE account go to Administration -> Account Settings


Click the 'Add Application' button


Choose ActiveDEMAND and enter your ActiveDEMAND API key from your ActiveDEMAND account.


After saving you will see the field mapping will be exposed



The fields mapped here will be used when you use the 'Post to ActiveDEMAND' workflow action


As you are posting to the marketing automation system, we recommend mapping as much data as you can to the marketing system.


CRM Contact Updates

Similar to how FunnelFLARE works with other CRMs, there is a webhook connection between FunnelFLARE and ActiveDEMAND.



Setting this up will make a connection between FunnelFLARE and your ActiveDEMAND account. There is one fundamental difference in how this works compared to normal CRM integrations. This sets up a webhook that passes information from ActiveDEMAND to FunnelFLARE.

This when history data is created in ActiveDEMAND it passes the data to FunnelFLARE. Specifically:

  • Website visits (SiteVisit)
  • Submitted Forms (SubmittedForm)
  • File downloads (AssetDownload)
  • Unsubscribes
  • Phone calls (PhoneCall)
  • Email opens (EmailOpen)
  • Email link clicks (EmailLinkClick)
  • Won Deals (WonDeal)
  • Contact/org changes


Note: New Contacts in ActiveDEMAND are not automatically Posted to FunnelFLARE


If the data is from an anonymous visitor or a contact that exists in your FunnelFLARE account, the data will be recorded in your FunnelFLARE account.  The intent of this interface is to reflect data created by contacts that are in your FunnelFLARE account and tracked by your ActiveDEMAND account. This interface does NOT subscribe to 'new contact created' events. You can capture this data using the FunnelFLARE integration in ActiveDEMAND.

When you set up your field mapping in the CRM contact Update above, you will be given the option to import data that matches the above mapping/filters. This is a one-time action and any new contacts that are created in ActiveDEMAND will have to be either posted to FunnelFLARE from ActiveDEMAND's FunnelFLARE integration or using the FunnelFLARE bulk import system:



Workflow Actions

There are three workflow actions created for the ActiveDEMAND application



These three workflow actions can be used similarly to any other workflow action. The 'Post Contact' action uses the account field mapping to pass field data from your FunnelFLARE account to your AcctiveDEMAND account.


There is no 'Activity Posting' workflow included in this integration as you can add the FunnelFLARE integration directly to your ActiveDEMAND account to automatically pull data from FunnelFLARE into ActiveDEMAND.





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