Integrations & destinations

What this guide covers

This article explains where signals should land, what to validate before go-live, and how to keep CRM, ads, and webhooks aligned on the same identity spine. Product-specific toggles and credential screens live in Engine; use this doc as the checklist your implementation pod follows.

For competitive positioning on intent vs. traditional sales intelligence, see 365Leads vs ZoomInfo & Apollo. For enrichment concepts, see the Enrichment Layer overview.

CRM: HubSpot & Salesforce

HubSpot and Salesforce are the default systems of record for most B2B pods. Map visitor and keyword intent into accounts (companies) and contacts or leads so marketing attribution and SDR outreach reference the same keys.

• Dedupe strategy: agree on domain + email vs. CRM ID before first sync; replays should upsert, not create shadow records.
• Custom fields: store intent score, topic cluster, and last-seen timestamps on the account or contact so lifecycle automation can branch without re-querying 365Leads.
• Confidence gates: only promote rows when enrichment confidence clears the threshold your RevOps team signed off on—see datasets & data quality for phone and email validation tiers.

CRM: GoHighLevel & other CRMs

GoHighLevel fits teams that prioritize speed-to-call and pipeline visibility over complex object models. Keep the same identity keys you use for paid and voice channels so hot transfers do not lose context.

For Microsoft Dynamics, Zoho, Pipedrive, and similar CRMs, prefer a webhook-first path (below) or an iPaaS transform until a native connector is available—document the middleware owner so on-call knows where retries are configured.

Paid media: Meta & Google Ads

Syncing intent segments into Facebook (Meta) Ads and Google Ads keeps spend on people who already demonstrated in-market behavior.

• Audience freshness: align refresh windows with your sales cycle so stale cookies are not over-bid.
• Consent & policy: honor platform policies for customer lists; pair with your legal team’s stance on contact data used for matching.
• Measurement: keep UTMs and CRM stages consistent so downstream ROAS can be tied back to the same segments you activated from 365Leads.

Zapier & automation platforms

Use Zapier (or comparable iPaaS tools) when you need human approvals, branching logic, or lightweight transforms before data lands in CRM or ticketing systems.

• Rate limits: batch high-volume intent bursts to avoid throttling.
• Observability: log Zap run IDs next to CRM record IDs so support can trace failures quickly.
• Secrets: rotate OAuth tokens on the same schedule as your CRM policy; never embed long-lived secrets in client-side code.

HTTP webhooks

Webhooks are the escape hatch for Snowflake, internal routers, and bespoke RevOps glue. Treat them like production API traffic.

• HTTPS only: terminate TLS at your ingress; reject plain HTTP callbacks.
• Authentication: prefer signed headers (HMAC or static bearer rotated regularly) and IP allowlists where your network team supports them.
• Idempotency: require a stable event ID in the payload body; dedupe on the consumer before inserts.
• Retries: respond with 2xx only after durable writes; use exponential backoff on the sender side for 5xx responses.

Channel-specific field reminders

Before you go live on calls, cold email, ads, or direct mail, walk the matrix in the fields guide so the fields you sync match the validation tier each channel requires.

Next steps

For a buyer-facing overview of supported destinations, see Integrations. To talk through your stack, book a demo.