Lead Distro AILead Distro AI
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Salesforce Integration

Push Lead Distro AI leads into Salesforce as Lead records using Web-to-Lead or Flow with an authenticated webhook. Setup paths, daily volume limits, and troubleshooting for enterprise lead distribution.

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What This Integration Does

Pushes every accepted Lead Distro AI lead into Salesforce as a Lead record. Two supported setup paths: Web-to-Lead (simplest, daily volume cap) and Salesforce Flow with an authenticated webhook (unlimited volume, supports custom fields and validation logic).

Picking a Path

CriteriaWeb-to-LeadFlow (HTTP Callout)
Setup time~10 minutes~30-45 minutes
Daily volume cap500 leads/dayUnlimited
Custom fieldsStandard form fields onlyAny field, with validation
AuthenticationPublic form (org ID + reCAPTCHA)OAuth Bearer token via Connected App. For an expiring token use Path C (OAuth 2.0), which fetches a fresh one per lead.
Salesforce edition requiredAny (Essentials+)Enterprise+ for Flow HTTP Callouts
Best forLow volume, standard intakeHigh volume, regulated verticals, complex logic

Path A — Web-to-Lead Setup

  • In Salesforce, go to Setup → Web-to-Lead.
  • Generate a Web-to-Lead form. Note the oid value (your Salesforce org ID).
  • Note the field names Salesforce expects — first_name, last_name, email, phone, company, plus any custom Lead fields you've created.
  • (Optional) Set the Lead Source default to Lead Distro AI so all incoming leads are attributed to the integration.
  • In Lead Distro AI, edit the destination buyer and set Delivery Method to Webhook.
  • Set the URL to https://webto.salesforce.com/servlet/servlet.WebToLead?encoding=UTF-8.
  • Set the Content-Type to application/x-www-form-urlencoded (not JSON — Web-to-Lead requires form-encoded body).
  • Map Lead Distro AI fields to Salesforce field names, including the required oid value.
  • Test with a single lead and verify it appears under Leads in Salesforce.

Web-to-Lead caps at 500 leads per 24-hour period on most Salesforce editions. If you're routing more than that to a single Salesforce instance, use Path B (Flow with authenticated webhook). Volume above the cap is silently dropped by Salesforce — Lead Distro AI's webhook log will show successful POSTs, but the leads won't appear in Salesforce.

Path B — Salesforce Flow with Authenticated Webhook

  • In Salesforce, create a Connected App under Setup → App Manager → New Connected App.
  • Enable OAuth Settings, set callback URL, scope to api. Generate a Consumer Key and Consumer Secret.
  • Create a Named Credential referencing the Connected App for authenticated outbound calls.
  • Build a Flow triggered by an HTTP Callout or an Apex REST endpoint that creates a Lead record from incoming JSON. Map fields, validate, and apply your routing logic on the Salesforce side.
  • Generate an OAuth Bearer token from the Connected App.
  • In Lead Distro AI, edit the buyer and set Delivery Method to Webhook.
  • Set the URL to your Salesforce Flow endpoint.
  • Add a Custom Header Authorization: Bearer .
  • Test and verify the Lead appears in Salesforce with all custom fields populated.

Bearer tokens issued by Connected Apps expire, typically after 2 hours, and Salesforce also kills them after a period of inactivity. Do NOT paste a static token here for a production destination: it will start returning 401 the same day. Use Path C below instead, which gets a fresh token for you before every lead.

Path C — OAuth 2.0 (recommended for the Salesforce API)

Use this when Salesforce hands you a two-step setup: first call a token endpoint for an access token, then send the lead with that token. Lead Distro AI does both steps for you. We request a fresh token immediately before each lead, so an access token that expires on its own, or after a period of inactivity, can never break your delivery. There is no refresh job for you to run and nothing to re-paste.

  • In Salesforce, create a Connected App and note the Consumer Key and Consumer Secret. Enable the client credentials flow and pick the user it runs as.
  • In Lead Distro AI, edit the destination and set Delivery Method to Webhook.
  • Set the Endpoint URL to the address that receives the lead (your Apex REST endpoint, or the Pardot / Account Engagement object URL).
  • Set Content-Type (the dropdown above the body you are sending) to the type their API expects. The Pardot / Account Engagement v5 API accepts application/json only, and answers a form-encoded body with a 415 error.
  • Set Authorization to OAuth 2.0.
  • Token URL: the token endpoint Salesforce gave you, usually https://.my.salesforce.com/services/oauth2/token.
  • Token request sign-in: leave as None unless their notes ask for a username and password, in which case pick Basic Auth and enter them.
  • Parameters: we prefill grant_type=client_credentials. Paste the Consumer Key into client_id and the Consumer Secret into client_secret.
  • Click Test Delivery. A pass proves the token request AND the lead post both work.

Most destinations need nothing beyond the Token URL and those three parameters. Advanced covers the rest: the token request format (Form Data by default, which is what Salesforce expects for the sign-in call), which field in their response holds the token (access_token by default), which header we send it in (Authorization by default), and the prefix (Bearer by default). Change these only if their setup notes tell you to.

An OAuth setup is two separate calls, each with its own headers and its own format, configured in two different places. Do not copy the headers from the sign-in call into the destination's own Headers list. A Content-Type: application/x-www-form-urlencoded header borrowed from the token step is the most common cause of a 415 error on a setup that is otherwise correct, because the lead post itself has to be JSON. You never need a Host header on either call. The URL already decides the host, and we ignore the header if you add one.

Frequently Asked Questions

What's the Web-to-Lead daily limit in Salesforce?
500 leads per 24-hour rolling window on most Salesforce editions (Professional, Enterprise, Unlimited). Performance Edition raises it to 2,500/day. If you exceed the limit, additional leads are silently dropped — Salesforce returns success on the POST but the Lead record is never created. For higher volume, use Path B (Flow with authenticated webhook) which has no Salesforce-imposed cap.
Can I use Lead Distro AI's webhook with Salesforce Sales Engagement / Cadences?
Indirectly. The webhook creates a Lead record; cadences run on Lead records based on Salesforce's own automation rules. Configure a Salesforce Process Builder or Flow that auto-enrolls newly-created Leads (filtered by Lead Source = Lead Distro AI) into the appropriate cadence. The integration creates the Lead — Salesforce then handles cadence enrollment based on your existing rules.
How do I map Lead Distro AI custom fields to Salesforce Lead custom fields?
Create the custom Lead fields in Salesforce first (Setup → Object Manager → Lead → Fields & Relationships). Use lowercase snake_case API names like case_type__c (Salesforce auto-appends __c to custom field API names). In Lead Distro AI's buyer webhook config, map custom.case_type → case_type__c. Field types must match — Lead Distro AI sends strings; Salesforce checked-box and picklist fields need exact value matches.
Does Lead Distro AI support Salesforce's Web-to-Lead reCAPTCHA?
No, because Lead Distro AI's webhook posts server-to-server (no browser). If you enable reCAPTCHA on your Web-to-Lead form, Salesforce will reject the POST. Use Path B (authenticated webhook) for server-to-server delivery without reCAPTCHA, or disable reCAPTCHA on the Web-to-Lead form you dedicate to this integration (keep reCAPTCHA on your public-facing Web-to-Lead forms for spam protection).
How do I handle Salesforce field validation rules from a webhook?
Webhooks return a 4xx on validation failure — Lead Distro AI logs the response and retries 3 times before marking the lead delivery_failed. To avoid validation rejections: (1) configure validation rules to soft-fail or log warnings instead of blocking on the integration-source Lead Source, or (2) pre-validate fields in Lead Distro AI using inbound filters so invalid leads are rejected at ingest time, never reaching Salesforce.
Can I deduplicate leads before they reach Salesforce?
Yes — three layers. (1) Lead Distro AI's campaign-level duplicate detection (per phone/email/custom fields, configurable window) rejects duplicates before distribution. (2) Per-buyer suppression lists prevent re-sending the same lead to the same buyer. (3) Salesforce Duplicate Rules can run on Lead creation as a final check. Use all three for high-volume regulated verticals.
What happens to my Salesforce OAuth token if the integration is paused?
It depends which path you used. On Path C (OAuth 2.0) there is nothing to do: we request a fresh token before each lead, so a destination can sit paused for weeks and work the moment you resume. On Path B with a static Bearer token pasted into a header, the token will have expired while paused and the next call fails with 401. That is the reason to prefer Path C for anything long-running.
Does the integration support Salesforce Person Accounts?
Yes via Path B (Flow). The Flow can create either a Lead, a Contact + Account pair, or a Person Account depending on which object type your Salesforce instance uses for individual leads. Lead is the default; switch in the Flow's Create Records action. Web-to-Lead (Path A) only supports the Lead object — for Person Accounts, use Path B.

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If you have any questions, send us an email at support@leaddistro.ai

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