+ Integrations and Automation: what you can send, where, and when

Your leads shouldn't sit in one more dashboard waiting for someone to check it. Bread & Butter sends them into the tools your team already works in: your CRM, a Slack channel, a marketing list, a spreadsheet or your own systems. You decide what gets sent, where it goes, and which leads qualify. This article is the reference for all of it: what each payload contains, which destinations can receive it on each plan, how to set an integration up, and exactly when the data goes out.

In short: each integration is one destination with one trigger and one payload. The trigger is a lead stage (Engaged Lead is the default) or a funnel you've saved, and leads are only sent once we've captured their email address. The payload is the List (name, email address and profile link, sent as soon as the lead qualifies), the Intelligence Brief (the researched profile and written sales context, sent once the visit ends, up to an hour after the lead's last activity, and again after each return visit), or the Intelligence Stream (the Brief plus the full session history behind it, for Webhook and Zapier Webhook only). The List costs no credits, and the destinations you can send it to depend on your plan. The Brief needs the Pro plan and uses credits; the Stream is an Enterprise payload. Every integration is set up in one Add Integration dialog and shows as a card you can switch off, check and edit.

What you can send

The List. The essentials: first name, last name, email address and a link back to the lead's profile in Bread & Butter. It's sent once, as soon as the lead qualifies, and isn't updated afterwards: a handoff, not a sync. This is all most email platforms and spreadsheets need. The List costs no credits; which destinations you can send it to depends on your plan.

The Intelligence Brief. One payload combining Profile Enrichment, company details, full attribution and written sales context: Outreach Starters, a summary of the latest visit and the User Journey Summary. It gives a rep what they need to write a personal email without leaving their CRM. The Brief is sent once the visit ends, so the research and the journey are complete, and a fresh Brief is sent after every return visit, with the updated Focused Score, attribution and research. See The Intelligence Brief.

The Intelligence Stream. Everything in the Brief plus the session-by-session history behind it: every session, the pages with their engagement scores, the events, and the attribution for each visit. Where the Brief gives you the summary, the Stream gives you the raw material it was built from. It's sent at the same moments as the Brief, to Webhook and Zapier Webhook only, because it's far larger than a CRM record or a Slack message can hold. See The Intelligence Stream.

CSV export. You can also download the List for any funnel at any time from your dashboard, for tools that aren't connected. Pick your date range, download the file, and your leads are yours to use anywhere.

Where you can send it, on each plan

This table is the single source of truth for what each plan can send where. Each destination name links to its setup guide.

Pro plan, uses credits means the payload needs the Pro plan and draws on your credits each time it's generated. Enterprise means the Intelligence Stream also runs on credits, at a rate agreed as part of an Enterprise agreement rather than the standard Pro rate. How credits are counted is in How do Credits work across storage, syncing, and profile enrichment?

Want the Brief or Stream in Zapier? The Zapier App carries the List only. To send the Intelligence Brief or Intelligence Stream into a Zap, use a Zapier Webhook.

Google Ads works the other way round. It has no trigger and sends nothing out. Connect your Google Ads account and your campaign and keyword spend comes in, so the Attribution report can show what your paid traffic really costs once bots, bounces and accidental clicks are stripped out, and mark each campaign and keyword Scale, Watch or Investigate. See Google Ads.

On the Free plan, a destination that needs the Pro plan shows a lock and a Pro plan badge on its tile; clicking it opens the upgrade dialog. Choosing the Intelligence Brief or Intelligence Stream opens the same dialog. During a free trial every destination is open. If an account moves to the Free plan with an integration that needs the Pro plan, that integration stops sending and shows a warning with a link to upgrade; upgrade to start sending again, or delete it.

If your tool isn't listed, the Zapier App and Zapier Webhook route your leads to thousands of other apps without writing code, and the Webhook sends them to any system that accepts one.

The Integrations page

Open Integrations in Bread & Butter.

Before your first integration, the page lists every service you can connect, grouped by category, each with a short description. What integrations does Bread & Butter support? walks through the categories.

Once you have one or more, the page shows your integrations as a list of cards, with Add New at the top. Add New brings back the full list of services; pick a tile and its setup dialog opens. When you save, you're back at your cards with the new one in place.

Each card shows the integration's name and service, which leads trigger it, what it sends and where, its connection status and its last activity, for example when it last sent a lead, or that it hasn't sent one yet. The on/off switch pauses an integration without losing its setup; switch it back on to resume. Edit opens the integration's settings. Delete is inside Edit, not on the card, so nothing is removed by a stray click.

Setting up an integration

Every integration is set up in the same Add Integration dialog. Only the connection details change from one service to the next.

1. Open Integrations, click Add New if you already have integrations, and choose a tile. The dialog opens with Set up {Service} and a View Guide link to that service's setup article. For Zapier, first choose Create via Zapier App or Webhooks by Zapier. The Zapier App is set up inside Zapier with an API key from Bread & Butter, and its trigger is chosen in the Zap; see Zapier App.
2. Integration name: a name your team will recognize, like "Salesforce - Engaged Leads". It's how the integration appears on its card.
3. Connection details: what the service needs, such as an API key, an endpoint URL or a JSON key file. Each setup guide shows where to find them.
4. Trigger: choose which leads are sent, either a lead stage (Engaged Lead is the default) or a funnel you've saved. The dropdown lists Your funnels first, then Lead stages, using your own stage names. Leads are only sent once we've captured their email address.
5. What to send: List, Intelligence Brief or Intelligence Stream. The dialog offers only what that destination can receive, and the List is the default. Where a service takes the List only, it's shown as plain text rather than a choice.
6. Anything specific to the destination: the Slack channel, the Google Sheets spreadsheet and tab, the Mailchimp audience and whether to add or remove the contact, or the GA4 key event. For Salesforce, HubSpot and Pipedrive with the Intelligence Brief, the box Send the Intelligence Brief when their visit ends is always ticked: that's when the Brief goes, and it can't be changed.
7. Webhook and Zapier Webhook only: click Test Connection. A green check means we reached your URL. A red X usually means the endpoint was pasted incorrectly.
8. Click Save & close, or Connect Salesforce or Connect HubSpot for those two services, which take you to the service to approve the connection and bring you back with your settings kept.

There's nothing to map. Salesforce, HubSpot, Pipedrive, Slack, Mailchimp, Google Sheets, GA4 and Segment use pre-built templates. Field mapping applies only to the Zapier App, Zapier Webhook and Webhook; Field Mapping Definitions lists every field.

Editing an integration. Click Edit on its card. You can change the name, the trigger, what it sends, and the destination details such as the Slack channel, spreadsheet, audience or key event. The connection details are shown masked and can't be changed; to connect a different account, create a new integration. Delete is in the footer of the Edit dialog and asks you to confirm, because a deleted integration has to be set up again from scratch. For a Webhook, administrators also find the signing secret at the bottom of the Edit dialog; see Webhook.

Choosing the trigger

You don't have to send everyone. Because each integration has its own trigger, each destination can be as broad or as narrow as you like.

Trigger on a lead stage when you want your stages to do the qualifying: leads reach your CRM once they're Engaged Leads, or once they reach whichever stage your process treats as sales-ready. How do Lead Stages work in Bread & Butter, and why does marking Won/Closed matter? explains the stages.

Trigger on a funnel you've saved when you want finer control. Any filter you can build in Bread & Butter can be saved as a funnel, so you can trigger on things like Focused Score, traffic source, channel or a specific UTM campaign, geography, device, or a user journey event. See How do I filter, map, and save specific visitor segments within my traffic dashboard?

For example, you 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 as a funnel, and choose it as the trigger for your Salesforce integration. Everyone else is still captured in Bread & Butter; they just don't reach your CRM.

A common setup looks like this:

Your sales team sees what deserves attention, your marketing list stays complete, and your analysts get everything.

When the data is sent

Why the Brief takes up to an hour. We send the Intelligence Brief and Intelligence Stream once the visit is over. The User Journey Summary needs every page, section and event from that visit, and the research needs a complete profile, so we wait until the lead has been inactive long enough for the visit to close: up to an hour after their last activity. There's nothing to set up for this. For Salesforce, HubSpot and Pipedrive with the Brief, the lead's record is created at that point too, with the Brief alongside it.

Return visits. When a lead comes back, a fresh Brief or Stream is sent after that visit ends, with their updated Focused Score, attribution and journey, and research that's been run again, so a new role, a change of company or fresh company news is picked up. Your reps see the latest context, not a snapshot from three months ago.

Once per entry. An integration fires once when a lead enters its trigger, never repeatedly while they stay in it. If a lead leaves the funnel or stage and later comes back into it, it fires again, though not more than once in 24 hours.

Leads already in the funnel aren't sent. A new integration sends only leads who enter its trigger after you save it. It doesn't go back and send everyone already there. If you need those leads in your tool as well, export the funnel as a CSV and import it.

Moving a lead by hand fires straight away. When you change a lead's stage yourself, or through the API, any integration triggered on that stage fires immediately. It doesn't wait for the lead's next visit.

What lands in each destination

Salesforce. The List creates the lead with their name and email address. The Intelligence Brief arrives as a post on the lead's Chatter feed.

HubSpot and Pipedrive. The List creates the contact (HubSpot) or person (Pipedrive) with their name and email address. The Intelligence Brief arrives as a note on that record.

What a CRM Brief contains. Every Chatter post or note uses the same layout, headed "Bread & Butter · Intelligence Brief": the lead's name, Focused Score and how it has moved, and lead stage; their role, company and LinkedIn; a View full profile in Bread & Butter link; Outreach Starters; This visit, with the visit summary, events and top pages; the User Journey Summary; How they found you; and Emails from Bread & Butter. The first note also carries the Profile Summary and Company Summary. Sections with nothing in them are left out, and each return visit adds a fresh post or note rather than overwriting the last one.

Slack. A message in the channel you choose. The List posts as soon as the lead qualifies, headed New lead or Repeat visit, with their name, email address, location and a link to their full profile. The Intelligence Brief posts when the visit ends, headed Intelligence Brief · New lead or Repeat visit, with the score, Outreach Starters, the visit summary, the User Journey Summary and the profile and company summaries. Repeat visit means the person's second or later visit to your website. The message layouts are fixed.

Webhook and Zapier Webhook. A JSON body. Its first two fields are event , which tells you whether it's the List, the Brief or the Stream, and schema_version . Webhook deliveries are also signed so your receiver can confirm they came from us; Zapier Webhook deliveries aren't signed. See Webhook and Field Mapping Definitions.

Google Sheets. One row per lead, in four fixed columns: Email Address, First Name, Last Name and Profile URL.

Mailchimp. The lead is added to the audience you choose, or removed from it if you set the integration to remove. Removing is handy for, say, taking customers out of a prospect audience when they reach Won/Closed.

Google Analytics (GA4). When a lead reaches your trigger, it's recorded in GA4 as the key event you name in the dialog.

Segment. When a lead reaches your trigger, their List details are sent to Segment.

Zapier App. The List, into the Zap that you built and triggered in Zapier.

If your account runs out of credits

Capture never stops, and your integrations keep sending. Integrations set to the List aren't affected at all, because the List costs no credits.

An integration set to the Intelligence Brief or Intelligence Stream keeps sending the same Brief or Stream for every new lead, with the lead's name and email address filled in and every researched field left empty. Where a person reads it, in a Chatter post, a CRM note or a Slack message, the research is replaced by one line:

"Your Bread & Butter account is out of credits. Add Bread & Butter credits to resume the full Intelligence Brief."

Webhook and Zapier Webhook payloads keep the same fields, with the researched ones empty, plus out_of_credits: true  and a notice  field carrying the same message, so your receiver can tell a short Brief from a full one. Nothing is held back to send later: each lead is sent when it would normally be sent. Add Bread & Butter credits and the next Briefs go out in full. See How do Credits work across storage, syncing, and profile enrichment?

What changed in 9.6

Rules and event triggers are gone. Integrations used to be set up in two places: the connection, then separate rules that decided which event or filter sent a lead. In 9.6 they're one dialog, and the Trigger dropdown replaces both. It offers your lead stages and the funnels you've saved.

To trigger on one event, such as a form submission, build a funnel filtered on that user journey event, save it, and choose it as the trigger.

Existing integrations keep working. Integrations and triggers set up before 9.6, including event-based ones, carry on sending as they did. You don't need to recreate them.

The page is now called Integrations, the Brief always goes when the visit ends, and Salesforce, HubSpot, Pipedrive and Google Sheets no longer need field mapping.

Related

• What integrations does Bread & Butter support?
• The Intelligence Brief: Living Context in the Tools Your Team Already Uses
• The Intelligence Stream: The Complete Record Behind Every Summary
• Field Mapping Definitions
• How do Credits work across storage, syncing, and profile enrichment?
• Salesforce
• HubSpot
• Pipedrive
• Slack
• Mailchimp
• Google Sheets
• Google Analytics (GA4)
• Segment
• Zapier App
• Zapier Webhook
• Webhook
• Google Ads