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Integrating ActiveDEMAND with Freshworks (formally Freshsales) CRM

Integrating ActiveDEMAND with Freshworks (formally Freshsales) CRM

Supercharge Freshworks CRM - Accelerate your Sales


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

Contact insertions
Click to call from within Freshworks CRM
Prospect Insights
Scheduled contact sync
Lead scoring
Automated task scheduling
Appointment scheduling

As Freshworks CRM forces assignment of a lead to a specific salesperson in Freshworks CRM, you will require at least one salesperson in Freshworks CRM to have an account in ActiveDEMAND.

ActiveDEMAND Lead Insights for Freshworks CRM

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

Install Lead Insights

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 Freshworks CRM ... 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 Freshworks CRM and which are not. The base case: Data flowing to Freshworks CRM 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 Freshworks CRM.

Note: The flow of data FROM ActiveDEMAND to Freshworks CRM 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 salespeople 'know' what is going on with a prospect, then we can assume that the data in Freshworks CRM is 'more accurate' than that in ActiveDEMAND. Thus when a contact updates in Freshworks CRM, we should tell ActiveDEMAND about the contact.

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

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

Setting Up Freshworks CRM and ActiveDEMAND Communication

In Freshworks CRM

Step 1:


You will be provided with an API Key

API Key/Token

Copy the API Token


Step 1:

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


Step 2:

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


You can map ActiveDEMAND fields to Freshworks CRM Fields:


Step 1:

In ActiveDEMAND, under Automation->Lead Processing you can customise 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 Freshworks CRM workflow element to your workflow for you.


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


Importing Contacts From Freshworks CRM -> ActiveDEMAND

After Freshworks CRM 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 Freshworks CRM:


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 Freshworks CRM

One of the more powerful features of the ActiveDEMAND-Freshworks CRM integration is the ability to update contacts in ActiveDEMAND automatically. To automatically push changes from Freshworks CRM to ActiveDEMAND, use the contact import scheduler (Contacts->CRM Contact Updates ). Freshworks CRM 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 Freshworks CRM

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


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


Click To Call

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

Using the Chrome Extension

Install The Chrome Extension


Step 1:

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

In Freshworks CRM:

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

Updated on: 04/11/2022

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