Integrating ActiveDEMAND with Freshsales CRM

Supercharge Freshsales - Accelerate your Sales

ActiveDEMAND provides a bi-directional connection Freshsales CRM. ActiveDEMAND adds some killer features to Freshsales:

  • Contact insertions 
  • Click to call from within Freshsales
  • Prospect Insights
  • Scheduled contact sync
  • Lead scoring
  • Automated task scheduling
  • Appointment scheduling
  • etc

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As Freshsales forces assignment of a lead to a specific sales person in Freshsales, you will require at least one sales person in Freshsales to have an account in ActiveDEMAND.

Before getting started, consider reviewing this article on CRM Integration Strategies.

ActiveDEMAND Lead Insights for Freshsales

To get the most out of ActiveDEMAND and Freshsales, your first step should be to install the ActiveDEMAND Lead Insights Chrome extension. This adds outbound call tracking, prospect and account overlays into Freshsales.

Install Lead Insights Now

The Basics

ActiveDEMAND is used to market to prospects, nurture leads, and report on marketing/sales results. Not all data from ActiveDEMAND should go to Freshsales ... there are many very early stage actions that a prospect may take that are not yet ready for sales engagement. Using Automation, you can determine which prospect activities are ready for Freshsales and which are not.  The base case: Data flowing to Freshsales from ActiveDEMAND happens when a prospect does something that ActiveDEMAND is tracking. For example, a prospect fills out a form, this could create a new deal in Freshsales. 

Note: The flow of data FROM ActiveDEMAND to Freshsales is controlled in the Lead Processing workflows (Automation->Lead Processing). 

If we can make the assumption that marketing 'assumes' a lot of things about a prospect, and that the sales people 'know' what is going on with a prospect, then we can assume that the data in Freshsales is 'more accurate' than that in ActiveDEMAND. Thus when a contact updates in Freshsales, we should tell ActiveDEMAND about the contact. 

Note: Data flowing FROM Freshsales to ActiveDEMAND is handled automatically using the Import Scheduler (Contacts->CRM Contact Updates).

The CRM Contact Update system sets up the connection between Freshsales to ActiveDEMAND. It is not a scheduler ... there is a real-time update from Freshsales to ActiveDEMAND whenever a contact is updated in Freshsales.

Setting Up Freshsales and ActiveDEMAND Communication

In Freshsales 

Step 1:

You will be provided with an API Key

Copy the API Token


Step 1:

Browse to Administration->Account Settings. Click on the 'Integrations' tab.. 

Step 2:

Whenever a contact is pushed to Freshsales from ActiveDEMAND, the standard and custom fields in ActiveDEMAND can be mapped to the standard/custom fields in Freshsales. You must set this mapping up for ActiveDEMAND to know which fields to update in Freshsales. In the Account Settings (Administration->Account Settings), scroll down to the Integrations Tab. 

You can map ActiveDEMAND fields to Freshsales Fields:


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Step 1:

In ActiveDEMAND, under Automation->Lead Processing you can customize your lead distribution and lead management. If you have access to the Sales Lead Notifications or Phone Call Sales Notification workflows, you now will see a new workflow item in the Workflow Actions. 

NOTE: If your Sales Lead Notifications workflow is read only, send an email to, they will add the Freshsales workflow element to your workflow for you. 

This action will give you the ability to post/update a contact in Freshsales. 


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Importing Contacts From Freshsales -> ActiveDEMAND

After Freshsales has been linked to your account, importing contacts is easy. In ActiveDEMAND, browse to Contacts->Import Contacts. You should see an option for pulling contacts from Freshsales:

You will be given full control over what to do if contacts exist, what fields map to what, etc.

Automatically update contacts in ActiveDEMAND from Freshsales

One of the more powerful features of the ActiveDEMAND-Freshsales integration is the ability to update contacts in ActiveDEMAND automatically. To automatically push changes from Freshsales to ActiveDEMAND, use the contact import scheduler (Contacts->CRM Contact Updates ). Freshsales will update ActiveDEMAND on a scheduled basis. The import scheduler filter system allows you to have full control over what gets data and which contacts are automatically updated in ActiveDEMAND.

Note: as with any import, ActiveDEMAND will never delete data as a result of an import. Most fields will 'update' as a result of an import with the exception of phone numbers and email addresses. As a contact can have more than one email address, an import will add email addresses and phone numbers to the existing list.

Automatically Schedule Tasks in Freshsales

If you are looking to have marketing email sends and marketing email opens in Freshsales, you will want to use the Activity Scheduler workflow item.


In any workflow you can use automation to schedule tasks in Freshsales. Drag the Freshsales Task onto the workflow.

Click To Call

As ActiveDEMAND is a call tracking platform, you can do outbound call tracking from within Freshsales. 

Using the Chrome Extension

Install The Chrome Extension


Step 1:

Buy at least on call tracking number. (Assets->Call Tracking Numbers). 

In Freshsales:

You do not have to do a thing!! You are set. No magic. Purchase a call tracking number in ActiveDEMAND and you are set.

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