Walnut offers powerful integrations and deep analytics to help you track engagement, connect demo data to your workflows, and gain insights into buyer behavior. In this guide, you’ll learn how to take advantage of our native integrations with tools like Salesforce, HubSpot, Marketo, Pardot, Slack, Highspot, and more.
Walnut Insights vs. Integrations: What’s the Difference?
Walnut Insights is your built-in analytics layer—accessible directly in the Insights tab of the Walnut App. It provides powerful, out-of-the-box reporting with no integrations required.
Even without connecting to external tools, Insights shows you how your demos, playlists, and deal rooms are performing: which content is being viewed, where engagement drops off, and how assets are used across your organization.
Why Use Integrations?
While Walnut Insights gives you visibility and reporting, integrations turn that insight into action by connecting viewer engagement to your wider go-to-market systems.
By integrating Walnut with platforms like Salesforce, HubSpot, Marketo, Slack, and others, you can:
- Identify and track demo viewers across the funnel
- Enrich session data with engagement and interaction metrics
- Automate workflows by syncing demo activity with your CRM and marketing tools
- Capture rich behavioral insights from every asset and every viewing session
- Measure the impact of your demos, playlists, and Deal Rooms—see what’s resonating and what’s converting
- Track ROI by tying demo engagement directly to deals, conversions, and revenue outcomes
Session Identification
⚠️ Important to Note:
If no session identification method is used, demo viewers will appear as “Anonymous” in Insights.
Unlocking the full value of your demos, playlists, and deal rooms starts with a clear session identification strategy. By identifying who’s viewing and how they engage, you’ll capture richer analytics in Walnut Insights and maximize the impact of your integrations.
You can do this using two types of identification methods:
Primary Identification Methods
These methods identify individual viewers by email and are required for user-level tracking:
- Email Gate
- Lead Form (HubSpot, Marketo, Pardot)
-
URL Email Parameters (e.g.,
?email=shellvis@crunchy.ai) - “Get a Walnut” Button in Salesforce Leads or Contacts
Tip: At least one primary identification method is recommended to unlock viewer-level analytics.
Supporting Identification Methods
These methods add company-level data, enrich existing identification, or allow you to manually connect demo sessions to CRM deals. On their own, they do not identify individuals, but they provide valuable context and tracking when layered with primary methods.
-
Walnut Uncover (company-level deanonymization only)
Includes integrations like ZoomInfo, Clearbit, Demandbase, and 6Sense - “Get a Walnut” Button in Salesforce Accounts or Opportunities
- URL Parameters (UTM, Custom)
-
Manual CRM Mapping
Manually associate demo or deal room sessions with opportunities or deals in your CRM:
Note: These methods work best when combined with primary email-based identification. This ensures you capture both user-level and company-level engagement insights.
Session Identification At a Glance
👉 Learn more: Track & Identify Demo Viewers
| Method | Demos | Playlists | Deal Rooms | Category |
|---|---|---|---|---|
| Email Gate | ✅ | ✅ | ✅ | Primary |
|
Lead Form (HubSpot, Marketo, Pardot) |
✅ | ⚠️ | ⚠️ | Primary |
URL Email Parameters?email=jane@example.com
|
✅ | ✅ | ✅ | Primary |
Get a Walnut Button in Salesforce
|
✅ | ✅ | ❌ | Primary |
|
Walnut Uncover (ZoomInfo, Clearbit, Demandbase, 6Sense) |
✅ | ✅ | ✅ | Supporting |
| URL Parameters (UTM, Custom) | ✅ | ✅ | ✅ | Supporting |
|
Manual CRM Mapping Salesforce Opportunities, HubSpot Deals |
✅ | ✅ | ✅ | Supporting |
⚠️ Note: Lead Forms are supported in Playlists and Deal Rooms only when embedded inside a demo. They cannot be embedded directly at the Playlist or Deal Room level.
Walnut Asset Types & Ways to Share
Asset Types
Walnut gives you flexible asset types to deliver interactive and personalized product experiences:
-
Demos
- Guided
- Non-Guided
- Hybrid
- Playlists
- Deal Rooms
Note: Templates and Base Deal Rooms are working areas designed for team collaboration and setup. They are not intended for publishing or external sharing. Use only finalized demos, playlists, and deal rooms for external sharing.
Ways to Share
Depending on your use case, you can deliver these assets in several ways:
- Direct Share (URL) — copy a shareable Walnut link for instant buyer access.
- Embed with an <iframe> — display demos or playlists directly on a webpage, internal tool, or portal.
- Offline Demos — save as a browser bookmark for demos you want to present without an internet connection.
💡 Tip: For advanced attribution and personalization, combine your share links with URL Parameters (UTM tags, email parameters, or custom parameters).
Asset Types & Sharing Options at a Glance
| Asset Type | Direct Share (URL) | Embed | Offline |
|---|---|---|---|
| Demos | ✅ | ✅ | ✅ |
|
Playlists (Choose Your Own Adventure, Advanced) |
✅ | ✅ | ❌ |
| Deal Rooms | ✅ | ❌ | ❌ |
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