Overview
Salesforce is a powerful CRM, but since it’s not natively integrated with La Growth Machine, you’ll need Zapier to push your leads into it. Don’t worry — with Zapier, almost anything is possible ✌️
Here’s how to create or update leads in Salesforce using data from LGM.
Key benefits
Automation of lead creation and updates in Salesforce
Flexibility to choose which fields to sync
How to use Zapier to sync LGM leads with Salesforce
Start your Zap: When the professional email matches the email in Salesforce
To begin, choose the app that will trigger your workflow.
Select La Growth Machine (natively available in Zapier) and choose the event “Profile Enriched.”
Once your LGM account is connected, you can use this workflow for any LGM campaign.
Step 1: Check if the lead already exists in Salesforce
Before creating a new lead, we need to check if the person is already in your CRM.
Select “Find Record in Salesforce.”
During setup, choose the Lead object (called “Piste” in Salesforce) and try to match using the email field first.
Step 2: Use Zapier Paths to handle different scenarios
Depending on whether a match is found, Zapier will guide you down different paths.
Zap n°1 – Professional email matches the Salesforce email
If a match is found — great! You’ll be able to update the existing lead with the fields you want.
Name this path: “Pro email matches email in Salesforce.”
Configure your update rules
For every person whose email matches an existing Salesforce lead, update the fields with enriched LGM data.
You decide which fields to update, but we recommend:
Last name
First name
Job title
Company name
Mobile phone
Company website
Lead source
Tip:
Be careful when updating phone numbers — don’t overwrite good data unless you’re sure.
Pro tip:
Sync the campaign name as the lead source. This lets you analyze campaign efficiency directly inside Salesforce (qualified call rates, conversion rates, etc.).
Path 2 – The professional email doesn’t match Salesforce OR doesn’t exist
Sometimes, the professional email won’t match or won’t exist at all in LGM data.
In that case, it may still be useful to sync the person’s LinkedIn profile URL — a key identifier you often don’t have in your CRM.
You can:
Sync the LinkedIn URL into an unused existing field
Or create a new custom field in Salesforce (at the lead level) called LinkedIn URL
This path is only valid when the email does not match.
If LGM does not provide an email, we’ll try matching using first name + last name + company name.
Name this path: “Pro email does not match email in SF OR does not exist.”
Step 1: Search Salesforce using full name
Set up another Find Record in Salesforce step using:
Object → Lead
Search by → Full name (first name + last name)
Then we will use a Zapier Filter module to search only for exact matches between the full name in SalesForce and the First Name/Last Name in LaGrowthMachine.
Step 2: Add Zapier filters to confirm the match
If the full name matches, we still need to make sure we have the right person — many people share the same name.
So we check whether the company name matches as well. Search Salesforce again using the company name.
Step 3: Split again using Zapier Paths
Depending on whether the company name matches or not:
If first name + last name + company all match → update the lead
If no match for email, name, or company → create a new lead in Salesforce and map whichever LGM fields you want
FAQs
Do I need a native integration to sync LGM and Salesforce?
Do I need a native integration to sync LGM and Salesforce?
No — Zapier handles all the logic and data transfer you need.
What happens if the email matches but other fields don’t?
What happens if the email matches but other fields don’t?
The email takes priority as the matching key, and the lead will be updated according to the fields you configure.
Should I always sync the LinkedIn URL?
Should I always sync the LinkedIn URL?
Yes, it’s highly recommended. It helps you track job changes, company changes, and identity updates.
Can Zapier create a new lead even if some information is missing?
Can Zapier create a new lead even if some information is missing?
Absolutely. As long as you define fallback rules (name + company, etc.), Zapier can safely create new records.