Smarter, faster, stronger: What’s new at ActiveProspect this summer

ActiveProspect’s Summer Product Webinar delivered an in-depth look at Q2 product updates and previewed upcoming enhancements for Q3.

Hosted by Caitie Clarke, Director of Core Products, the session featured product managers from across the company: Christopher Williams (TrustedForm), Christian Goss (LeadsBridge), and Leandro Estrella (LeadConduit).

Their discussion highlighted key innovations across ActiveProspect’s consent-based marketing ecosystem and offered a transparent look into how the platform is evolving to meet customer needs.

Key takeaways

Here are the main takeaways from our product-specific webinar:

• New Buyer Step in LeadConduit: Simplifies lead delivery setup by allowing buyers to configure their own flows—no back-and-forth needed.
• Company profiles for transparency: Sellers and buyers can now view each other’s profiles, building trust and accountability.
• Submission doc email alerts: Real-time notifications help sellers stay ahead of lead criteria changes to prevent delivery failures.
• CRM feedback loops made easy: Conversion tracking now integrates directly with CRMs like Salesforce—no dev team required.
• Performance Booster for ad platforms: Push CRM conversion data to Meta and others to train algorithms and improve ad performance.
• Event streaming to Azure: In addition to AWS, customers can now stream event-level data to Microsoft Azure for advanced analysis.
• Smarter onboarding dashboards: Tailored setup checklists based on your business type help new users get value faster.
• LeadConduit flow templates: Pre-built flows speed up campaign setup and reduce manual work.
• TrustedForm Verify enhancements: Automates checks for consent clarity, visibility, and compliance—no more manual certificate reviews.
• Unified app experience coming: All ActiveProspect products are being merged into a single interface for a smoother, more intuitive workflow.

Let’s take a closer look at the topics presented above.

Consent-based marketing: The foundation

Caitie kicked off the session by grounding the audience in ActiveProspect’s mission: To power consent-based marketing at scale. The platform supports both lead buyers and sellers by managing compliance, enhancing lead quality, and optimizing performance.

ActiveProspect’s core products—LeadConduit, TrustedForm, and LeadsBridge—each serve a specific role:

• LeadConduit empowers users to filter, reject, and route leads in real time.
• TrustedForm verifies and documents consumer consent, offering visibility into the user experience on lead forms.
• LeadsBridge integrates major ad platforms with CRMs and other marketing tools, syncing audiences and tracking conversions.

Building stronger buyer-seller connections

One of the biggest initiatives this year is improving collaboration between buyers and sellers. 

The new Buyer Step in LeadConduit allows sellers to invite buyers into their lead flows. Buyers can then configure their lead delivery using a free account, removing technical bottlenecks and speeding up onboarding.

Company profiles are also being introduced to provide mutual transparency about who you’re working with, laying the groundwork for better communication and trust.

Christopher emphasized that TrustedForm is also investing in these connections by ensuring that every lead comes from a known, verified source within the ActiveProspect ecosystem. This initiative includes encouraging sellers to confirm domain ownership—critical for resolving lead quality issues and mitigating risk.

Preventing lead failures with email alerts

Leandro shared a key update around submission doc email alerts. When a buyer updates their flow criteria, sellers now receive real-time notifications. This proactive feature helps prevent failed deliveries caused by misaligned expectations. Notifications are sent to users with the appropriate account permissions and strengthen communication between connected partners.

Lead quality & conversion insights

Responding to a poll that revealed poor lead performance as the top concern among attendees, the team addressed ongoing work to help customers make smarter, data-driven decisions.

A standout initiative is the ability to configure conversion feedback loops directly within CRM integrations, beginning with Salesforce. This lets users identify which sources drive actual ROI without needing developer assistance, making optimization more accessible.

Ad optimization with LeadsBridge’s Performance Booster

Christian introduced Performance Booster, a powerful new LeadsBridge feature that pushes CRM conversion data back into ad platforms like Meta, TikTok, and Google. This improves ad algorithm performance, ultimately leading to higher-quality leads.

Christian made it clear that ActiveProspect is working closely with ad platform engineers to streamline this feedback loop—what traditionally took months now takes minutes.

Event streaming for advanced analysis

For larger organizations with internal data teams, ActiveProspect now supports event-level data streaming to Microsoft Azure Blob Storage, expanding beyond AWS S3. This makes it easier for enterprise customers to analyze lead performance, power dashboards, and integrate data into machine learning workflows.

Smarter onboarding & customization

Recognizing that initial setup can be a pain point, ActiveProspect has introduced a new onboarding dashboard. Users complete a short questionnaire about their business type (lead buyer, seller, etc.) and receive a tailored checklist to guide setup. This personalization accelerates time to value.

LeadConduit flow templates are also launching soon, providing pre-built configurations for common use cases. These templates simplify flow creation, especially when launching new campaigns or onboarding new partners.

TrustedForm has revamped its Certify onboarding experience with cleaner UI and in-app product tours that walk users through implementation. New features also allow domain owners to claim all subdomains with a single DNS update and enable auto-retain, streamlining certificate management.

TrustedForm Verify: Scaling trust & compliance

Christopher gave a detailed walkthrough of TrustedForm Verify, which goes beyond documentation to check for specific compliance signals:

• Approved consent language
• Visible, readable font size and contrast
• Valid opt-in method (e.g., checkbox vs. prefilled field)

This tool automates compliance checks that would otherwise require manual review of every certificate—an impossible task at scale. It’s easily deployable via LeadConduit and requires minimal setup.

Sellers can improve verification accuracy by using TrustedForm consent tags on their lead forms. While not required, these tags help pinpoint key compliance elements like submit buttons and advertiser names.

Unified platform experience

To make navigation simpler, ActiveProspect is gradually merging all its product interfaces into a single platform. SuppressionList has already been integrated into LeadConduit, and more unified experiences are on the horizon. This effort will reduce clicks, streamline workflows, and make managing consent-based marketing easier than ever.

What’s next?

From better buyer-seller collaboration to enhanced onboarding and ad performance optimization, the Summer Product Webinar showcased how ActiveProspect is delivering tools that help marketers scale smarter, stay compliant, and maximize lead value.

We’d love to hear from you—share your feedback with our product team and help shape the future of ActiveProspect!

Ready to explore what’s new? Book your demo now!