CRM Integration Requirements and Considerations

Last updated: April 27, 2026

Ingestion Guidelines

  • Unify ingests account records only when they have an associated domain.

  • Unify ingests lead records that include an associated domain or email.

  • Unify ingests contact records that contain an associated email.

Supported Field Types and Filtering Capabilities:

Supported Salesforce field types: Unify supports most standard Salesforce field types including text, number, date, and picklist fields.

Currently, Unify does not support filtering audiences or personalization based on campaign fields (including Salesforce CampaignMember fields; applies to both Salesforce and Hubspot), multi-select fields (applies to both Salesforce and Hubspot), lead fields (applies to Hubspot only; Lead fields are supported in Salesforce), and lookup fields in Sequences or Smart Snippets (Salesforce only).

Workarounds for campaign data: If you need to use Salesforce campaign membership data, you can: (1) Create a formula or custom field on the Lead/Contact object that surfaces the needed CampaignMember information (e.g., latest campaign, status), which Unify will sync and make available for targeting, or (2) Export CampaignMember records from Salesforce and upload them as a CSV to Unify. The uploaded CSV will become a list—click "create play" from that list to automatically generate an audience.

Workaround for Salesforce lookup fields: If you need to reference lookup fields in Sequences or Smart Snippets, convert them to a supported format such as text using a formula field.

Field Type Mapping Best Practices

Unify fields can map to Salesforce picklists, not just text fields. For cleaner reporting and data consistency, certain Unify fields with finite outputs are well‑suited for picklist mapping:

Reply classification fields (ideal for single‑select picklists):

  • Unify Initial Reply Classification

  • Unify Most Recent Reply Classification

  • Values: Positive, Objection, Neutral, Automated, Negative

Sequence status fields (ideal for single‑select picklists):

  • Values: Active, Paused, Finished: Completed, Finished: Replied, Finished: Bounced, Finished: Unsubscribed, Finished: Do Not Contact

Reply tag fields (should remain text fields):

  • Unify Initial Reply Tags

  • Unify Most Recent Reply Tags

  • These are comma‑separated text fields that can contain multiple tags (e.g., "Ready to meet, Needs more information"). Keep these mapped to text fields rather than picklists since the tag set can evolve over time.

Important requirements for picklist mappings:

  • Set a default value in the Unify→Salesforce field mapping; Unify cannot write to a picklist without a default configured.

  • Unify will not overwrite already‑filled Salesforce fields; it only writes to blank fields or on record creation.