Gravity Forms → Salesforce Integration

Overview

WordPress sites using Gravity Forms can sync lead data directly into Salesforce via the Gravity Forms Salesforce Add-on. This is the recommended approach for capturing form submissions from landing pages and routing them into Salesforce Account Engagement (AE) automation flows.

This pattern was first configured for the Cora client, where three segment-specific landing pages (Digital Fabrication, Traditional Fabrication, Fine Art) needed to feed leads into corresponding AE email flows.

Key insight: The add-on may be installed but unconfigured — an installed-but-idle add-on will silently drop all submissions. Always verify end-to-end by submitting a test form and checking the AE "Prospects Created" dashboard.

Prerequisites

• Gravity Forms installed on the WordPress site
• Gravity Forms Salesforce Add-on installed (check under Forms → Add-Ons)
• Salesforce credentials with sufficient permissions (see ^[1])
• The target Salesforce fields exist and are populated with the correct picklist values (see Field Setup below)

Configuration Steps

1. Verify the Add-On Is Installed

In WordPress, navigate to Forms → Add-Ons. Confirm the Salesforce add-on appears and is active. Installation alone is not sufficient — a feed must be created per form.

2. Create a Feed for Each Form

For each Gravity Form that should sync to Salesforce:

1. Open the form in the Gravity Forms editor.
2. Go to Settings → Salesforce.
3. Click Add New to create a feed.
4. Map form fields to Salesforce fields (see Field Mapping below).
5. Save the feed.

Repeat for every landing page form (e.g., Digital Fabrication, Traditional Fabrication, Fine Art).

3. Field Mapping

At minimum, map the following fields:

The Business Channel field drives segmentation into AE automation flows. Each form should populate this field with the correct segment value (e.g., Digital Fabrication, Traditional Fabrication, Fine Art).

4. Verify the Business Channel Picklist

Before mapping, confirm all required values exist in the Business Channel picklist in Salesforce:

• Digital Fabrication ✓
• Fine Art ✓
• Traditional Fabrication — must be added manually if missing

To add a missing picklist value: Salesforce Setup → Object Manager → Lead → Fields & Relationships → Business Channel → Edit picklist values.

Testing the Integration

1. Submit a test entry through one of the live forms.
2. In Salesforce Account Engagement, go to the main dashboard and check the Prospects Created chart for today's date.
3. Click into the date bar — the test submission should appear as a new prospect.
4. Confirm the Business Channel field is populated with the correct segment value.
5. Confirm Lead Source is set to Website.

If the prospect does not appear, the feed is likely misconfigured or the add-on is not authenticated. Re-check the feed settings and Salesforce OAuth connection.

Segmentation Flow

Once leads are syncing correctly, the Business Channel field value is used to route prospects into the appropriate AE automation:

Form submission (WordPress)
  → Gravity Forms Salesforce Add-on feed
    → Salesforce Lead record (Business Channel populated)
      → Account Engagement prospect sync
        → AE Engagement Studio / automation rule
          → Segment-specific email flow

Each segment maps to a dedicated AE Campaign for isolated reporting (open rates, click rates, etc.):

• Digital Fabrication campaign
• Traditional Fabrication campaign
• Fine Art campaign

See ^[1] for campaign creation and automation rule configuration.

Related Issues & Gotchas

• Silent sync failure: The add-on will not throw visible errors if a feed is missing. Always test with a real submission.
• Missing picklist values: If Business Channel doesn't include the needed value, the field will fail to populate and the prospect will not be routed correctly.
• AE email template unsubscribe tag: Separately, HTML email templates imported into AE require a dynamic unsubscribe tag — a static text link is not accepted. See ^[2] for details.
• Permissions: The Salesforce user account used by the add-on must have the Account Engagement Connector User permission set assigned.

Related Articles

• ^[1]
• ^[2]
• ^[3]