# Integrations & Data Flow

{% hint style="info" %}
💡 Not all integrations behave the same - some **send demos**, while others **store and sync data**.
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## 🧠 **How data flows in Storylane**

There are **three core paths** depending on what you want to happen:

1. [**Store & track data (CRM)**](#store-and-track-demo-data-crm-integrations) → where demo data lives
2. [**Send demos (Sales tools)**](#send-demos-via-sales-tools-plugins) → where demos are distributed
3. [**Route data (Custom integrations)**](#route-data-anywhere-zapier-webhooks-api) → where data is forwarded elsewhere

***

## ✅ **Store & Track Demo Data (CRM Integrations)**

👉 *Where your demo data lives + fields are created*

**Best for:** tracking engagement, attribution, and pipeline impact

#### Supported platforms

* [Hubspot](/integrations/integrations-and-data-flow/hubspot.md)
* [Marketo](/integrations/integrations-and-data-flow/marketo.md)
* [Pardot](/integrations/integrations-and-data-flow/pardot.md)
* [Salesforce](/integrations/integrations-and-data-flow/salesforce.md)

***

#### What happens here

When connected, Storylane will:

* Create/update **contacts/leads**
* Create **demo engagement properties**, such as:
  * Views
  * Time spent
  * Completion rate
  * CTA clicks
  * etc.
* Sync data automatically (no manual work)
* Enable reporting + attribution
* Tie demo engagement to deals/opportunities

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This is the only place where data is stored + fields are created automatically
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***

## 🔌 **Send Demos via Sales Tools (Plugins)**

👉 *Where demos are sent from - NOT where data is stored by default*

**Best for:** outbound, prospecting, and rep workflows

#### Supported platforms

* [Outreach](/integrations/integrations-and-data-flow/outreach.md)
* [Gong](/integrations/integrations-and-data-flow/gong.md)
* HubSpot *(will sync data if integrated)*
* Salesforce *(will sync data if integrated)*

***

#### What happens here

* Reps can send demos directly from these tools
* Demo links can be personalized
* Engagement happens… **but is NOT stored here**

***

{% hint style="warning" %}

### These are **distribution tools, not data systems**

* No automatic data sync back into these tools
* No fields are created
* No reporting lives here
  {% endhint %}

***

## ⚙️ **Route Data Anywhere (Zapier, Webhooks, API)**

👉 *How you send Storylane data to other tools*

**Best for:** connecting Storylane to tools that don’t have native integrations

#### Available options

* [Zapier](/integrations/integrations-and-data-flow/zapier.md)
* [Webhooks](/integrations/integrations-and-data-flow/webhooks.md)
* [Cross-frame Events](/integrations/integrations-and-data-flow/cross-frame-events.md)
* [External API](/integrations/integrations-and-data-flow/external-api.md)

***

What happens here

* You can send demo engagement data to:
  * Gong
  * Outreach
  * Data warehouses
  * Internal systems

***

Example

→ Send “Demo Viewed” → Gong activity timeline\
→ Send “Lead Identified” → CRM or Slack

***

{% hint style="warning" %}

#### This is your **bridge layer**

* Data does NOT sync automatically unless configured
* Field mapping is manual
* Reliability depends on setup
  {% endhint %}

View an example Zap between Storylane demo engagement and a Gong contact record ⬇

{% @storylane/embed subdomain="app" linkValue="wqfta5e1ddjg" url="<https://app.storylane.io/share/wqfta5e1ddjg>" %}

***

### 📊 **Analytics & Enrichment**

👉 *Where engagement is analyzed or enriched (not stored as CRM data)*

#### Data & Analytics

* [Google Tag Manager](/integrations/integrations-and-data-flow/google-tag-manager.md)
* [Google Analytics](/integrations/integrations-and-data-flow/google-analytics.md)
* [Segment](/integrations/integrations-and-data-flow/segment.md)

#### Enrichment

* [Clearbit](/integrations/integrations-and-data-flow/clearbit.md)
* [6Sense](/integrations/integrations-and-data-flow/6sense.md)

***

#### What happens here

* Track demo engagement alongside web/product analytics
* Enrich visitors with company + intent data

***

{% hint style="warning" %}

#### This is for **insights, not storage**

* No CRM fields created
* No contact records updated
  {% endhint %}

***

### 📦 **Embeds & Distribution**

👉 *Where demos are displayed*

#### Platforms

* [G2](/integrations/integrations-and-data-flow/g2.md)
* [SourceForge](/integrations/integrations-and-data-flow/sourceforge.md)
* [Miro, Gitbook, Notion, and other supported platforms](https://docs.storylane.io/sharing-demos/website-embed#supported-platforms)
* Seismic

***

### 🧠 **Quick Comparison**

| Capability        | CRM Integrations | Sales Tools | Custom (Zapier/API) |
| ----------------- | ---------------- | ----------- | ------------------- |
| Send demos        | ✅                | ✅           | ✅                   |
| Personalize links | ✅                | ⚠️          | ✅                   |
| Track engagement  | ✅                | ❌           | ⚠️                  |
| Store data        | ✅                | ❌           | ❌                   |
| Create CRM fields | ✅                | ❌           | ⚠️                  |
| Automatic sync    | ✅                | ❌           | ❌                   |

{% hint style="info" %}
If you need help or have any questions, feel free to contact us at <support@storylane.io>.
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