+ Integrations & Automation Overview

Your leads shouldn't sit in one more dashboard waiting for someone to check it. Bread & Butter's Automation Engine pushes them into the tools your team already works in, the moment they matter.

You decide what gets sent, where it goes, and who qualifies. That might be a Slack alert the second a high-scoring lead converts, a nightly sync into Mailchimp, or a full Salesforce record that refreshes itself every time the prospect comes back to your site. Different destinations can have completely different rules, so your reps see only what deserves their attention while your analysts still get everything.

In short: every integration supports the List, a free one-time push of a lead's name and email when they convert. Some integrations also support the Intelligence Brief (an enriched, continuously-updating CRM record) and the Intelligence Stream (the full raw session history, available only via Zapier and Webhooks). You control exactly which leads go to which destination, and how often, using Integration Rules built from saved filters. Jump to the supported integrations table below, or read on for how it all fits together.

Supported Integrations

Select a platform below to view its specific setup guide. Field mapping instructions apply only to Zapier App, Zapier Webhook, and Standard Webhook; HubSpot, Salesforce, Pipedrive, and Slack use a default, pre-built integration with nothing to map.

Lead data integrations

These send your captured lead data out to your other tools. Every one supports the List; some also support the Intelligence Brief and Intelligence Stream.

The Intelligence Stream is available only through Zapier and Webhooks, because the payload is far larger than standard CRM field mapping can absorb.

If your primary tool isn't listed above, you still have powerful options. Our dedicated Zapier integration unlocks an almost endless combination of possibilities, allowing you to route your data to thousands of other apps without writing a single line of code. We also offer full Webhook support for custom developer environments.

Event and advertising integrations

These three work differently; they don't carry lead profiles at all.

GA4 and Segment send events only. This lets you trigger goals and conversions in your analytics platform based on real user journey behaviour, without needing to configure thank-you page tracking.

Google Ads is the only inbound integration on this page. Rather than sending your lead data out, it brings your advertising cost data in, so we can show you what your paid traffic actually costs once bots, bounces, and accidental clicks are stripped out; then recommend which keywords to scale, watch, or pause.

How the Automation Engine Works

Our automation structure is built around two simple, easy to manage concepts:

1. The Integration (The Where)

You configure an Integration to establish a secure connection between Bread & Butter and your preferred third party application. Example: connecting to your company's Slack workspace or your HubSpot CRM to alert sales when a prospect is marked as an MQL.

2. The Integration Rule (The Who and The When)

An Integration Rule decides which leads get sent to that destination, and what happens after they're sent. You build it from a saved filter, so each integration receives only the leads you actually want in it. Example: send Salesforce only the leads scoring 6 or above who arrived through a Google Ads campaign.

The timing takes care of itself; it depends on the payload you've chosen. The List is a one-time push when someone becomes an Engaged Lead, while the Intelligence Brief and Intelligence Stream refresh every time that person returns to your site.

Integration Rules in Detail

Integration Rules control two separate things: which leads are included, and when the data is sent. Getting both right is what keeps your CRM clean instead of flooded.

Which leads are sent

You don't have to send everyone. Any filter you can build in Bread & Butter can be saved and attached to an Integration Rule, so each integration receives only the leads you actually want in it.

Filter on things like:

• Focused Score, to send only your highest intent leads
• Traffic source, channel, or specific UTM campaign
• Funnel stage, so leads flow only once they reach Engaged
• Geography
• Specific User Events or pages visited

Example: you might want Salesforce to receive the Intelligence Brief only for leads scoring 6 or above who arrived through a Google Ads campaign. Build that filter, save it, and attach it to your Salesforce rule. Everyone else is still captured in Bread & Butter; they just don't reach your CRM.

Because rules are set per integration, each destination can have its own. A common setup looks like this:

This way your sales team only sees what deserves their attention, your marketing list stays complete, and your analysts get everything.

When the data is sent

The trigger depends on which payload you're sending.

The List is a one-time push. As soon as a visitor identifies themselves and becomes an Engaged Lead, their name and email are sent to your connected tool. That record isn't updated again; it's a handoff, not a sync.

The Brief and the Stream are living. Every time that same person comes back to your website, we regenerate the payload and push the updated version. Their Focused Score changes, their attribution updates, their journey summary reflects the new session, and your CRM record refreshes automatically. Your reps are always looking at the latest context, not a snapshot from three months ago.

What You Can Send

Different integrations can carry different amounts of data. There are three payload options.

The List carries the essentials: first name, last name, and email address. It's sent once when a lead converts, and isn't updated afterwards. This is all most email platforms and spreadsheets need, and it's free on several integrations.

You can also pull the List manually at any time using CSV export from your Dashboard, which is free. Pick your date range, download the file, and your leads are yours to use anywhere.

The Intelligence Brief is a single, unified payload combining deep profile enrichment, company firmographics, full attribution, and AI-generated sales context. It gives a rep everything they need to write a genuinely personalised email without leaving their CRM. Unlike the List, the Brief is living: every time a prospect returns to your website and triggers a new session, the system regenerates the Brief and pushes the fresh version to your connected tools.

Read more about the Intelligence Brief →

The Intelligence Stream includes everything in the Brief, plus the complete session-by-session history behind it: every session, every page, engagement scores for each page, events triggered, and attribution for each individual visit. Where the Brief gives you the summary, the Stream gives you the raw material that summary was built from. It's available only through Zapier and Webhooks, because the payload is far larger than standard CRM field mapping can absorb.

Read more about the Intelligence Stream →

A Note on Credits

The Intelligence Brief and Intelligence Stream are powered by ongoing AI enrichment and research, which is why they're metered in credits rather than bundled into a flat plan. Each push is charged at a flat rate rather than scaling with the size of the payload, so your costs stay predictable no matter how much history a lead has built up. Paid plans include a monthly credit allowance, with the option to add more as your volume grows. Free accounts don't include credits, so the Intelligence Brief and Intelligence Stream aren't available on the Free plan, even on an integration like Slack, where the List itself is free.

If you run out of credits, the List is never affected; leads keep flowing into every connected integration regardless. Only Brief and Stream updates pause, queuing for a limited time so nothing is lost if you top up or upgrade.

See our Pricing page for current credit allowances and costs.

See also:

• The Intelligence Brief: Dynamic CRM Sync & Unified Enrichment
• The Intelligence Stream
• Intelligence Brief Field Mapping Definitions