Whether you’re managing a sales pipeline, streamlining customer onboarding, or just trying to reduce data entry headaches, connecting your forms to Salesforce should feel easy – and powerful. That’s exactly why we’re excited to introduce our redesigned Salesforce Connector.
In this guide, we’ll walk you through how to build a simple, intelligent lead generation workflow in FormAssembly – one that automatically checks Salesforce for existing contacts, updates records when needed, creates new ones when appropriate, and even sends data to external tools like Google Sheets.
No complex formulas. No hidden fields. Just smarter automation, faster.
If you’d rather watch the live demo from our annual virtual user conference, FormFest 2025, the video is here for you! Otherwise, read on for a recap.
Why This Matters
Before we dive in, let’s talk about why having a capable Salesforce connector matters:
- Speed and Simplicity: Our new connector is faster to configure, easier to understand, and built directly into the workflow experience.
- Flexibility with Control: Look up, create, and update Salesforce records all in one place, with powerful conditional logic and variable support.
- Enterprise-grade Reliability: Secure, compliant, and built to scale with your business.
Let’s Build It: Step-by-Step
Step 1: Add the Salesforce Connector
Start in the Workflow Builder. Once your form and page redirect are in place, drag in the Salesforce Connector, authorize your account, and get ready to configure.
New: Configuration loads instantly, so you can jump right in without the wait.
Step 2: Look Up an Existing Lead
This step checks whether the lead already exists in Salesforce.
- Set your action to “Look up a record.”
- Choose the Lead object.
- Use Email as the unique identifier.
- Need more lookup conditions? You can now add multiple fields like First Name, Last Name, or Phone – and use AND/OR logic with a new, intuitive syntax editor.
Pro Tip: Use the “Custom” condition option to create complex matching logic with ease – no formula wrangling required.
If a record isn’t found, the workflow will continue to the next step. If multiple records are found, select the most recently modified.
Step 3: Save Key Data as Variables
Instead of using hidden fields, you can now store return values as workflow variables.
- In your lookup mapping, choose fields like “Lead Status” or “Industry” and store them as variables.
- You can reference these variables later in the workflow—no extra form elements required.
Step 4: Update the Lead (If It Exists)
Add a new action to update the lead, using:
- Action: Update
- Object: Lead
- Mapping: Use the new “Add all standard fields” option to quickly populate your mappings.
- Add any custom values—like using the “Today” function to pass the current date as the “Last Touchpoint.”
Add a precondition using your “Lead Status” variable to ensure this step only runs if the lead was found.
New: Preconditions replace “Skip If” logic and make workflows easier to build and troubleshoot.
Step 5: Create a New Lead (If Needed)
If no existing lead was found, create a new record:
- Action: Create
- Object: Lead
- Use the same mapping method as before.
- Add the “Today” function again to mark the creation date.
Set a precondition that checks if the “Lead Status” variable is blank – this confirms the contact doesn’t already exist.
New: You can now clearly define step dependencies so this create action runs only after the lookup is complete – another major usability win.
Step 6: Send Data to Google Sheets (Optional)
To showcase variable reuse across systems:
- Add a Google Sheets connector.
- Select “Add all standard fields.”
- Insert previously stored variables like “Lead Status” or “Last Touchpoint.”
Even without hidden fields in your form, you can now pass consistent data across systems with ease.
Step 7: Test & Review
Submit the form with a test record, then:
- Open the Responses tab.
- View the connector logs to confirm:
- A lead was found or created
- The right steps ran (and skipped) as expected
- Data landed in Salesforce and Google Sheets correctly
Final Thoughts
This new Salesforce Connector represents more than just a usability upgrade – it’s a powerful foundation for building secure, intelligent, and streamlined data workflows.
Whether you’re creating a basic demo form or architecting an enterprise-scale data flow, you’ll find this update gives you:
- Faster setup
- Fewer errors
- Greater flexibility
The best part? You can enjoy all of these benefits directly within FormAssembly’s secure, compliant platform
Want to learn more? Reach out to our team – we’re always here to help.
