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1. Overview & System Requirements

The Gravity Forms Salesflare Integration seamlessly synchronizes WordPress lead capture and inquiry forms with Salesflare—the intelligent CRM built specifically for B2B and SaaS sales teams. Salesflare excels at automating customer relationship management by tracking emails, meetings, and web activity automatically. However, capturing inbound prospects from WordPress website forms often requires manual data entry or complex multi-step Zapier integrations.

With this dedicated add-on, every form submission on your website immediately creates or updates contacts and accounts directly inside Salesflare via direct server-to-server REST API calls. Whether a prospect submits a demo request, downloads an enterprise whitepaper, or fills out a consultation questionnaire, their contact info and company data flow directly into your sales pipeline with zero friction, allowing your sales reps to follow up immediately while leads are hot.

2. Authentication & Salesflare API Key Setup

The integration communicates with the official Salesflare REST API at https://api.salesflare.com using standard Bearer Token authentication:

Obtaining Your Salesflare API Key

1. Log in to your Salesflare Dashboard at app.salesflare.com.
2. Click Settings (gear icon) in the bottom-left navigation bar.
3. Navigate to API Keys under the Account or Integrations section.
4. Click Create API Key, assign a name (e.g. Gravity Forms Connector), and generate the key.
5. Copy the resulting token string to your clipboard.

Connecting in WordPress Dashboard

1. In WordPress, navigate to Forms → Settings → Salesflare.
2. Paste your API Key into the designated text field.
3. Click Save Settings. The plugin sends an authenticated test request to the Salesflare API to verify connection status. A success confirmation verifies proper connection.

3. Feed Configuration & Field Mapping

You can configure multiple feeds per form to create Contacts or Accounts independently:

Module Selection & Contact Mapping

• Select Module: Choose whether the feed creates a Contact (/contacts) or an Account (/accounts).
• Contact Name & Email: Map the prospect’s full name, work email address, and direct telephone number.
• Account Name: For Account feeds, map the company or organization name. Salesflare automatically searches for company domains and logos to enrich the account profile.
• Additional Data & Merge Tags: Use the Additional Data textarea to bundle custom notes, UTM parameters, or inquiry details using Gravity Forms merge tags (e.g. Inquiry: {Inquiry:4} | Budget: {Budget:6}).

Conditional Feed Execution

Utilize built-in conditional logic to segment inbound form traffic:

• Lead Qualification Rules: Only sync contacts when visitors explicitly select “Request a Sales Demo” rather than “General Support”.
• Dual Feed Chains: Create one feed to create the Account record and a second feed to create the Contact, linking them within Salesflare.

4. Advanced B2B CRM Workflows & Pipeline Automation

Streamlining lead capture directly into Salesflare enables powerful B2B sales automation:

• Instant Email Tracking & Sequence Activation: As soon as Salesflare receives the new contact, it begins tracking all subsequent email exchanges, website visits, and link clicks automatically.
• Automated Account Association: Salesflare automatically matches incoming contacts with existing company accounts based on email domain (e.g. @stripe.com), keeping customer records unified.
• Real-Time Sales Alerts: Sales representatives receive instant mobile push notifications and desktop notifications when new qualified leads enter Salesflare from high-intent landing pages.
• Opportunity Pipeline Routing: Route enterprise leads into specific pipeline stages (such as “Inbound Discovery”) with automated probability weightings.

5. Troubleshooting & Diagnostic Error Matrix

If form submissions fail to reflect in your Salesflare CRM, consult the following diagnostic matrix:

6. Developer Extensibility & Filter Hooks

Developers can programmatically modify payload values or execute post-creation actions using standard WordPress hooks:

/**
 * Filter: gform_salesflare_request_data
 * Purpose: Dynamically filter data array before posting to Salesflare REST API.
 * 
 * @param array  $data   The data array destined for Salesflare.
 * @param string $module The target module ('contacts' or 'accounts').
 * @param array  $entry  The submitted Gravity Forms entry object.
 * @param array  $form   The active form object.
 * @return array Modified data array.
 */
add_filter( 'gform_salesflare_request_data', function( $data, $module, $entry, $form ) {
    // Add default lead source tag
    $data['source'] = 'Gravity Forms Website Inbound';

    // If module is contacts, ensure email is lowercased
    if ( $module === 'contacts' && ! empty( $data['email'] ) ) {
        $data['email'] = strtolower( trim( $data['email'] ) );
    }

    return $data;
}, 10, 4 );

/**
 * Action: gform_salesflare_post_process
 * Purpose: Log the created Salesflare entity ID into Gravity Forms entry metadata.
 * 
 * @param string $module Entity module name ('contacts' or 'accounts').
 * @param string $id     The created Salesflare record ID.
 * @param array  $entry  The Gravity Forms entry.
 */
add_action( 'gform_salesflare_post_process', function( $module, $id, $entry ) {
    if ( ! empty( $id ) ) {
        gform_update_meta( $entry['id'], '_salesflare_' . $module . '_id', sanitize_text_field( $id ) );
        GFFormsModel::add_note( $entry['id'], 0, 'Salesflare', ucfirst( $module ) . ' created in Salesflare with ID: ' . $id );
    }
}, 10, 3 );

7. Frequently Asked Questions