If you’re running demand gen or ops and want your lead data to actually do something useful, you’ve probably looked at connecting Salesforce with intent data. This guide is for you—anyone tired of manual imports, fuzzy “integrations,” or sales reps grumbling about bad leads. We’ll walk through how to really get Intentsify working with Salesforce so you can stop fiddling and start seeing results.
No magic bullets here—just honest, step-by-step instructions, with notes on what’s worth doing, and what you can safely ignore.
Why Bother Integrating Intentsify and Salesforce?
Quick reality check: If your intent data lives in spreadsheets, or your reps never see it, you’re not getting the value you pay for. By connecting Intentsify to Salesforce, you can:
- Route leads automatically with real buying signals.
- Trigger sales activities based on real-time intent.
- Cut out manual busywork and data gaps.
But let’s be clear: Integration won’t fix bad processes. Garbage in, garbage out. Still, this is the best way to actually make intent data actionable inside your CRM.
Prerequisites: What You Need Before Starting
Don’t skip this. You’ll need:
- Admin access in both Salesforce and Intentsify.
- A clear idea of where you want intent data to show up in Salesforce (Leads? Accounts? Custom objects?).
- A place for the data to land—fields in Salesforce, or a custom object if you want to get fancy.
- An API user in Salesforce (not your personal login).
- A test sandbox in Salesforce, if you don't like surprises.
If any of these are missing, you’ll hit a wall fast.
Step 1: Map Out What Data You Actually Need
Before clicking anything, get specific about:
- Which intent signals matter to you? (Keywords, company, score, date, etc.)
- Where should they show up in Salesforce?
- How will sales or marketing actually use this data?
Pro tip: Don’t just dump everything in. More fields = more confusion. Start with a shortlist of fields that will actually change sales behavior.
What to ignore: Fancy custom fields or dashboards right now. Focus on the data flow first. You can get clever later.
Step 2: Prep Salesforce for Incoming Data
You need a landing spot for the intent data.
- Create custom fields on the Lead or Account object in Salesforce for the intent signals you want. Name them clearly—“Intentsify Keyword” beats “CustomField12” every time.
- If you want a full history, consider a custom object—like “Intent Activity”—that relates to Accounts or Leads. This is overkill for most, but useful if you care about trends over time.
- Permissions: Make sure your API user can see and edit these fields.
Reality check: Overcomplicating your Salesforce schema is a fast way to lose buy-in. Keep it simple for the first round.
Step 3: Get Your Intentsify API Credentials
Log into Intentsify and find the API section (the UI changes sometimes, but it’s usually under “Integrations” or “Settings”).
- Generate an API key for Salesforce integration.
- Note your account ID and any documentation links.
- Save these somewhere secure—your browser’s copy/paste history doesn’t count.
If you’re stuck, their support team is pretty responsive, but don’t expect instant hand-holding.
Step 4: Set Up the Integration (Middleware or Direct)
Here’s where most guides get fuzzy. There are two main ways to connect Intentsify and Salesforce:
Option A: Direct Integration (If Supported)
Some Intentsify plans offer a direct Salesforce connector.
- Go to the Intentsify integration setup.
- Select “Salesforce” as the destination.
- Enter your Salesforce instance URL, username, password, and API token.
- Map Intentsify fields to your Salesforce fields.
- Set frequency: Real-time, daily, or whatever fits your workflow.
Honest take: Direct integrations sound easy, but they can be rigid. If your field names don’t match exactly, or you want to manipulate data on the way in, expect frustration.
Option B: Use Middleware (Recommended for Most)
Tools like Zapier, Workato, or Tray.io give you more control.
- Set up a trigger (like “New intent signal from Intentsify”).
- Add filters or logic (e.g., only push high scores, or only certain keywords).
- Map the fields to Salesforce.
- Test before flipping the switch.
Pros: - More flexibility. - Easier error handling. - Can enrich or transform data on the fly.
Cons: - Slightly more setup. - May cost extra, depending on your volume.
What doesn’t work: Email-based “integrations” or CSV imports. If you’re still uploading files, you’re missing the point.
Step 5: Field Mapping—Do It Right
This part is tedious, but critical.
- Match each Intentsify field (company name, domain, keyword, score, etc.) to the right Salesforce field.
- Set defaults for missing data (e.g., “Unknown” or “0”).
- Watch out for mismatches: If Intentsify uses “Company Domain” and Salesforce uses “Website,” map them carefully.
- If possible, use picklists or standardized values to keep reporting clean.
Pro tip: Document your mappings somewhere other than your brain. You’ll thank yourself when something breaks, and it will.
Step 6: Test With Sample Data
Don’t skip testing. Send a few test intent records through the integration:
- Check that they show up in Salesforce where you expect.
- Look for data weirdness (extra spaces, missing info, wrong fields).
- Make sure nothing overwrites critical fields by accident.
If you find problems, fix mappings or permissions before going live. Rushing here creates a mess you’ll hate cleaning up.
Step 7: Automate Lead Routing and Alerts (Optional, But Powerful)
Now that data shows up in Salesforce, put it to work.
- Use Salesforce automation (like Process Builder or Flow) to assign leads/accounts with high intent scores to the right reps.
- Trigger tasks, emails, or Slack alerts for hot intent signals.
- If you use a marketing automation platform (like Marketo or HubSpot), consider syncing intent data there too for smarter nurturing.
What to ignore: Don’t build a Rube Goldberg machine of triggers and flows right away. Start with a basic alert or assignment rule, see if it actually helps, and only then get fancier.
Step 8: Monitor and Maintain
Integrations break. APIs change. People leave. Make sure you:
- Set up basic error alerts (most middleware tools support this).
- Review field mappings quarterly.
- Talk to sales and marketing—are they actually seeing and using the data?
Pro tip: If no one’s using the intent data, ask them why. It’s usually a visibility or trust problem, not a tech one.
What Works, What Doesn’t, and What to Skip
What Works
- Targeted field mapping: Less is more.
- Automated routing: Makes intent actionable.
- Regular reviews: Keeps things from getting stale.
What Doesn’t
- Dumping all data in: Creates noise, not insight.
- Manual imports: Too slow, too error-prone.
- Ignoring feedback: If salespeople don’t trust the data, they’ll ignore it.
What to Skip (for Now)
- Fancy dashboards before data quality is solid.
- Overly-complex integration logic.
- “Set and forget”—every integration needs maintenance.
Final Thoughts
Keep it simple. Stand up the integration with just the fields and rules you’ll actually use. Iterate as you learn what works for your team. Don’t buy the hype—intent data only helps if it’s visible, trusted, and tied to action in Salesforce. Start small, check in with your users, and tweak as you go. That’s how you get real value—without driving yourself nuts.