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

Your leads should not 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 when. That might be a Slack or email 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. Each integration has its own trigger, so your reps see only what deserves their attention while your analysts still get everything.

In short: every integration carries the List, a one-time push of a lead's name, email address and profile link when they convert. Some integrations also carry the Intelligence Brief (an enriched, continuously updating record) and the Intelligence Stream (the full raw session history, via Zapier and Webhooks only). When you create an integration you choose its trigger: a lead stage such as Engaged Lead, MQL or Won/Closed, or any custom funnel you have built. A lead is sent the moment it enters that funnel, and the Brief and Stream keep refreshing on every return.

Supported Integrations

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

Payload types

Lead data integrations

Free and Pro indicate the plan the payload is available on; Pro+Credits means it is a Pro feature that also draws on credits. Enterprise means the Intelligence Stream still runs on credits, but at a rate negotiated as part of an Enterprise agreement rather than the standard Pro rate. The 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 is not listed, you still have options. The Zapier integration routes your data to thousands of other apps without writing a line of code, and full Webhook support is available for custom developer environments.

Event and advertising integrations

These three work differently; they do not carry lead profiles at all.

GA4 and Segment send events only. This lets you trigger goals and conversions in your analytics platform from real user journey behaviour, without configuring 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 what your paid traffic actually costs once bots, bounces and accidental clicks are stripped out, then recommend which keywords to Scale and which to Watch.

How the Automation Engine Works

Each integration is one connection with one trigger.

The integration is the where. You connect Bread & Butter to the destination: your Slack workspace, your HubSpot CRM, a webhook endpoint, or simply an email address for alerts.

The trigger is the who and the when. When you create the integration you choose the funnel that fires it. That can be any lead stage, such as Engaged Lead, MQL, SQL, Opportunity or Won/Closed, or any custom funnel you have built from a saved filter. A lead is sent the moment it enters that funnel. Example: send Salesforce the Intelligence Brief when a lead reaches MQL; alert Slack when anyone reaches Won/Closed; push every Engaged Lead to Mailchimp.

How often it sends after that depends on the payload. The List is a one-time push when the lead enters the funnel. The Intelligence Brief and Intelligence Stream refresh every time that person returns to your site.

Choosing the Trigger

You do not 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 the funnel to do the qualifying: leads reach your CRM only once they are Engaged, or MQL, or whatever stage your process treats as sales-ready. Trigger on a custom funnel 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, to send only your highest-intent leads
• Traffic source, channel or a specific UTM campaign
• Geography
• Specific user events or pages visited

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 make it the trigger for your Salesforce integration. Everyone else is still captured in Bread & Butter; they just do not reach your CRM.

A common setup looks like this:

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

When the Data Is Sent

The List is a one-time push. As soon as a lead enters the funnel, their name, email address and profile link are sent to the connected tool. That record is not updated again; it is 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 the research behind the profile is re-run, so a new role, a change of company or fresh company news is picked up too. Your reps are always looking at the latest context, not a snapshot from three months ago.

What You Can Send

The List carries the essentials: first name, last name, email address and a link back to the profile. It is sent once when a lead enters the funnel and is not updated afterwards. This is all most email platforms and spreadsheets need.

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

The Intelligence Brief is a single payload combining deep profile enrichment, company firmographics, full attribution and AI-generated sales context. It gives a rep everything they need to write a personalised email without leaving their CRM. Unlike the List, the Brief is living: every return visit regenerates it and pushes the fresh version to your connected tools. See 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 visit. Where the Brief gives you the summary, the Stream gives you the raw material the summary was built from. Zapier and Webhooks only. See The Intelligence Stream.

For how the Brief and Stream are metered, see How do Credits work across storage, syncing, and profile enrichment?

Related

• The Intelligence Brief
• The Intelligence Stream
• Intelligence Brief & Stream Field Mapping Definitions
• Install Bread & Butter