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Overview

The Salesforce integration connects Avina to your CRM in both directions. Avina writes new accounts, contacts or leads, and audience activity into Salesforce, and reads Salesforce data to power relationship-based audiences, automation filters, and AI drafting.

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What it does

  • Write
    • Accounts: created when Avina finds a company you don’t have yet
    • Contacts or Leads: created for people Avina identifies, linked to their account
    • Audience activity: written as AvinaSignals__c records with lookups to the related Account, Contact, and Lead
    • Campaign membership: added by the Add to Contact List automation action
  • Read
    • Accounts, Contacts, Opportunities, Campaigns, and Activities
    • Powers the Champion Movement, Re-engagement, and Marketing Engagement built-in audiences, filters on live CRM data in automations (such as open deals, closed-won accounts, or campaign membership), and CRM context for AI drafting

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Setup

  1. Go to Settings → Integrations in Avina.
  2. Select Salesforce.
  3. Connect Read, Write, or both, and approve access in Salesforce.
  4. Set your Preferences (below).
Before Avina can write audience activity, you need to create the AvinaSignals__c custom object. See Push to Salesforce for the steps, tag reference, and Flow examples.

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Preferences

Open the Salesforce card in Settings → Integrations to set: If an active automation uses Push Audience Match to CRM for Salesforce, that automation controls what’s pushed instead. See Push to CRM.
When Avina reaches the monthly request limit, it pauses Salesforce requests until usage over the past month drops back under the limit. Salesforce actions in automations show Salesforce monthly request limit reached in the meantime.

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Automation actions

When building automations, Salesforce supports:
  • Add to Contact List: adds leads to a Salesforce Campaign as campaign members
  • Set CRM Label: tags the audience activity Avina writes with the automation’s name. See CRM Labels.
  • Push Audience Match to CRM: pushes the lead’s company, people, and activity to Salesforce for this automation only. See Push to CRM.

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Use cases

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Audience activity in your CRM

Every lead’s activity is written as an AvinaSignals__c record linked to the relevant Account, Contact, and (optionally) Lead. Your team can report on it, build list views, and trigger Flows without leaving Salesforce.

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Flow Builder automations

Each record carries standardized tags (for example, avina_new_hire_signal or avina_web_visit_signal), so you can trigger Flows when records are created and branch on the tags. See Push to Salesforce for examples.

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Campaign-driven plays

Add leads from an audience to a Salesforce Campaign with an automation, then run your existing campaign workflows on them.

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Sync behavior

  • Ongoing sync: Salesforce data is read on an ongoing basis. Writes happen as audiences find new leads and automations run.
  • De-duplication: Avina matches contacts by email and accounts by domain before creating anything.