Supercharge Pipedrive - Accelerate your Sales

ActivDEMAND adds some killer features to Pipedrive:

  • Automating Deal progressions
  • Automatic lead insertion
  • Contact insertions 
  • Click to call
  • Deal closed won posting to ActiveDEMAND
  • Scheduled contact sync
  • Lead scoring
  • etc

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

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

Note: The flow of data FROM ActiveDEMAND to Pipedrive 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 Pipedrive is 'more accurate' than that in ActiveDEMAND. Thus when a contact updates in Pipedrive, we should tell ActiveDEMAND about the contact. 

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

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

Setting Up Pipedrive and ActiveDEMAND Communication

Steps 1-4 needs to be done for each sales person in your organization who has a Pipedrive account.

In Pipedrive

Step 1:
In the sales person's Pipedrive account (in piperive), go to the personal settings:

Step 2:

Select the individual's API Token (in pipedrive)


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Step 1:

In ActiveDEMAND,  go to the account settings (Administration->Account Settings) scroll down to the Employee's section. If the person who you want to connect Pipedrive with is not in the list, click the 'Add Employee' button. Add the employee. Click 'Save Account'.

Step 2:

After the employee is added, in the account settings, scroll down to the 'Integrations Tab', click on the 'Add Application'

Scroll down find Third Party Apps, click the Add Application Button


Select 'Pipedrive' from the list:

Select the employee from the drop down, paste in the API key. Click 'save account'.

Now on every contact details page (in ActiveDEMAND), in the Sales Notifications area (not all account types have this), you will see a Post to CRM button

Clicking the button will post the prospect to Pipedrive in the first position of your pipeline as a new deal.

Step 3:

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 Pipedrive workflow element to your workflow for you. 

This action will give you the ability to post/update a deal in Pipedrive. 

You will be able to choose who the lead gets posted under (i.e. sales person) or to the assigned sales person.

Note, that if the prospect does not have a contact manager in ActiveDEMAND and you choose 'contact manager' in the drop down, the deal will not be created/updated. You must ensure there is an assigned contact manager before the deal is posted/updated. You do have the option in the sales contact dropdown to choose who the deal will be posted to.

Step 4:

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

There should be a button called Pipedrive Field Mapping. Click this. 

You can map ActiveDEMAND fields to Pipedrive Fields:


Optional (but highly recommended):

In Pipedrive

Set up custom fields in Pipedrive. The two fields we highly recommend you add are:
In your settings, browse to Customize fields, select the People Tab:

Add the following fields:

Field Name: ActiveDEMAND
Field Type: Text

Field Name: ActiveDEMAND Lead Score
Field Type: Text

The ActiveDEMAND field will enable ActiveDEMAND to post a prospect url that will give the sales person the ability to open the contact in ActiveDEMAND.  Map this to Contact Edit Link in ActiveDEMAND

The ActiveDEMAND Lead Score will add the current lead score (calculated in ActiveDEMAND) to the contact. Map this to Lead Score in ActiveDEMAND


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Importing Contacts From Pipedrive -> ActiveDEMAND

After Pipedrive 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 Pipedrive:

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 Pipedrive

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

Note: the web hook is called to update when:

  • An organization is updated
  • A deal is updated
  • A contact is updated
  • A contact is created

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 Push Prospect Activities to Pipedrive

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

In Pipedrive

Step 1:

Add new activity types:

  1. Marketing Email
  2. Email Open 
  3. Email Link Click
  4. Asset Download


In the Pipedrive Email Activity Posting workflow (Automation->Lead Processing->Pipedrive Email Activity Posting), you will need to update each of the existing custom activity objects to map to the custom activities you created in the previous step. Be sure you assign a contact owner to each action as Pipedrive requires a contact owner for all engagement with a contact in Pipedrive.

Click To Call

As ActiveDEMAND is a call tracking platform, you can do outbound call tracking from within Pipedrive. Pipedrive has a URL template that can be used to do outbound call tracking from within the browser.


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Step 1:

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

Step 2:

Ensure any sales person who is going to do outbound calls is set up as an employee in ActiveDEMAND (Administration->Account Settings->[Add Employee]. They do not need to have a login, they need to be listed as an employee. Ensure their email address matches that which is in Pipedrive.

Step 3: Copy your API key from ActiveDEMAND (Administration->Account Settings), paste it in notepad or something of the sort.

Step 4: Copy your login URL from your account settings (Administration->Account Settings). paste it in notepad as well

In Pipedrive

In your Company settings -> General find the Phone Number Link Syntax:

In this field place this URL https://<your login url>/contacts/api_call?api-key=<apikey>&phones.phone_number=[number]&pd_user_id=[user_id]

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