Call new leads from your CRM

Many inbound leads reach your CRM before anyone sees them: from chat, events, routing tools, or forms you can’t change. Trigger on the CRM instead. When a lead is created or assigned to a rep, send it to that rep’s own list with a tag, and it becomes their next call.

When to use it

Inbound leads land in HubSpot or Salesforce from several places, and you want one trigger for all of them.
Leads are assigned to reps in the CRM, by routing rules or by hand, and the owner should make the call.

Only one source and it already has a recipe, such as a website form? Start from the source. It’s faster and carries more detail.

What you need

One list per rep who takes inbound leads, and each list’s _id. The rep owns their list. See Before you start and the API key there.
A map from CRM owner to list ID, such as Dana Ortiz → 6650c1f2a4b8e93d2c1f0a11.
A way for the CRM to call out: Zapier, Make, a HubSpot workflow, or a Salesforce flow. Which one depends on your CRM plan, below.

Set it up

Decide what counts as a new inbound lead

Trigger on leads people raised their hand for, not on every new record. Imports, list uploads and enrichment create records too. Filter on a field you trust, such as Lead Source or Original Source, a lead status of New, or a lifecycle stage.

Pick the moment

When the lead is created, if one inbound rep takes every lead.
When an owner is set, if leads are routed or assigned first. The owner then decides which list the lead goes to.

Build the trigger in your CRM

See HubSpot or Salesforce below.

Send the lead to the owner's list

Turn the owner into a list ID, then send the request, with the tag "New lead" and the lead source in notes.

HubSpot

Zapier or Make
HubSpot workflow

Trigger: in Zapier, HubSpot → New Contact, or New Contact Property Change on Contact owner if leads are routed first. In Make, HubSpot CRM → Watch Contacts.
Filter by Zapier: continue only when the lead source and status say it’s a new inbound lead.
Formatter → Utilities → Lookup Table: the contact owner in, the rep’s list ID out.
Formatter → Numbers → Format Phone Number, to E.164.
Webhooks by Zapier → Custom Request, as in What to send, with the list ID from step 3 in the URL.

With Data Hub Professional or Enterprise, a contact-based workflow can call Salesfinity itself with a Custom code action. (The Send a webhook action needs the same plan, and builds only flat key and value pairs, so it can’t send the phone_numbers list.)

Enrollment trigger: Object created, or Property value changed on Contact owner if leads are routed first, with your inbound filter.
Add a Custom code action. With Add secret, store your API key as SALESFINITY_API_KEY.
Under Properties to include in code, add firstname, lastname, email, company, jobtitle, mobilephone, phone and hubspot_owner_id, with the same names.
Paste the code below, with your owners and lists in LISTS.

const axios = require('axios');

// HubSpot owner ID → that rep's Salesfinity list _id
const LISTS = {
  '12345678': '6650c1f2a4b8e93d2c1f0a11',
};

exports.main = async (event, callback) => {
  const c = event.inputFields;
  const list_id = LISTS[c.hubspot_owner_id];
  if (!list_id) return callback({ outputFields: { sent: false } });

  // Numbers must already be in E.164, such as +17205550148
  const phone_numbers = [];
  if (c.mobilephone) phone_numbers.push({ type: 'mobile', number: c.mobilephone });
  if (c.phone) phone_numbers.push({ type: 'office', number: c.phone });

  await axios.post(
    `https://client-api.salesfinity.co/v1/contact-lists/${list_id}`,
    {
      first_name: c.firstname,
      last_name: c.lastname,
      email: c.email,
      company: c.company,
      title: c.jobtitle,
      phone_numbers,
      notes: 'New inbound lead in HubSpot',
      tag: 'New lead',
    },
    { headers: { 'x-api-key': process.env.SALESFINITY_API_KEY } },
  );

  callback({ outputFields: { sent: true } });
};

Calls made from Salesfinity are logged back on the HubSpot contact, found by email, phone number or LinkedIn URL. See Calls on contacts that did not come from HubSpot.

Salesforce

Zapier or Make
Salesforce flow

Trigger: in Zapier, Salesforce → New Lead, or Updated Field on Record on the lead owner if leads are routed first. In Make, Salesforce → Watch records. Salesforce is a premium app in Zapier.
Filter by Zapier: continue only for the lead sources and statuses that mean a new inbound lead.
Formatter → Utilities → Lookup Table: the lead owner in, the rep’s list ID out.
Formatter → Numbers → Format Phone Number, to E.164.
Webhooks by Zapier → Custom Request, as in What to send.

On Enterprise, Performance, Unlimited and Developer editions, a record-triggered flow can call Salesfinity with an HTTP Callout action. (Outbound messages can’t: they only send SOAP.)

Create an External Credential with the Custom authentication protocol. Store the API key on its principal, and add a custom header x-api-key that reads it. Give your flow’s running user access to the principal with a permission set.
Create a Named Credential for https://client-api.salesfinity.co that uses it, with Generate Authorization Header cleared. The key stays there, not in the flow.
Store each rep’s list ID on their user record, for example in a custom field Salesfinity list ID.
Build a record-triggered flow on Lead, when a record is created (or updated, when the owner changes), with your inbound filter in the entry conditions.
On the Run Asynchronously path, add an action, choose Create HTTP Callout, and set it up as a POST to /v1/contact-lists/{list ID} with the JSON body from What to send. Flows can’t make callouts on the immediate path.

Calls are logged back as a completed Task on the Lead or Contact, found by email, phone number or LinkedIn URL. See Calls on records that did not come from Salesforce.

What to send

Field	From the CRM
`first_name`, `last_name`, `email`, `company`, `title`	The lead’s own fields. Always send the email.
`phone_numbers`	Mobile and phone, each in E.164: `[{ "type": "mobile", "number": "+17205550148" }, { "type": "office", "number": "+17205550100" }]`
`linkedin`	The LinkedIn URL, if you store it.
`notes`	New lead from Website chat, assigned to you at 10:42. At most 2,000 characters.
`tag`	`"New lead"`

curl https://client-api.salesfinity.co/v1/contact-lists/OWNERS_LIST_ID \
  --request POST \
  --header 'x-api-key: YOUR_API_KEY' \
  --header 'Content-Type: application/json' \
  --data '{
    "first_name": "Marcus",
    "last_name": "Bell",
    "email": "[email protected]",
    "company": "Northpine Health",
    "title": "Director of Sales",
    "phone_numbers": [{ "type": "mobile", "number": "+13125550199" }],
    "notes": "New lead from Website chat. Lead source: Chat",
    "tag": "New lead"
  }'

1. Trigger: HubSpot → New Contact, or Salesforce → New Lead.
2. Filter by Zapier: only new inbound leads.
3. Formatter → Utilities → Lookup Table: owner → list ID.
4. Formatter → Numbers → Format Phone Number, to E.164.
5. Action: Webhooks by Zapier → Custom Request
   Method:  POST
   URL:     https://client-api.salesfinity.co/v1/contact-lists/{list ID from step 3}
   Headers: x-api-key     YOUR_API_KEY
            Content-Type  application/json
   Data:    the JSON from the cURL tab, with the lead's fields
            mapped into it, and "tag": "New lead".

1. Trigger: HubSpot CRM → Watch Contacts, or Salesforce →
   Watch records (Lead).
2. Filter: only new inbound leads.
3. Map the owner to the rep's list ID, for example with a Switch.
4. Action: HTTP → Make a request
   URL:               https://client-api.salesfinity.co/v1/contact-lists/{list ID}
   Method:            POST
   Headers:           x-api-key = YOUR_API_KEY
   Body content type: application/JSON
   Body input method: JSON string
   Body:              the JSON from the cURL tab, with the lead's
                      fields mapped into it, and your tag.

Test it

Ask a rep to start dialing their list, or do it yourself on your own list.
Create a test lead in the CRM with your own name, email and mobile number, the inbound lead source, and that rep as the owner.
Check that the rep gets the notification, that the lead is Next up, and that it rings once the current call is logged.
Log the call, then open the lead in the CRM. The call should be on it.

Good to know

Reassigning sends it again. If you trigger on the owner, a lead moved to a new rep goes to the new rep’s list too. The old rep’s list keeps its copy.
A rep who left. Leads sent to a list whose owner is no longer on your team are added, but nobody is notified. Update your owner map when the team changes.
Without the API. Your CRM can create a call task instead, and reps import All due tasks from HubSpot or All call tasks from Salesforce. That works, but the lead waits until the next import.
Filter first. A tag means “call next”. If an import or a sync can match your trigger, a rep’s list fills with tagged leads that nobody asked to talk to.

For errors and what the rep sees, see Troubleshooting in the speed-to-lead guide.

Start here

Plan your day

Build lists

Work your book and your CRM

Make it repeatable

Workflows: call at the right moment

When to use it

What you need

Set it up

HubSpot

Salesforce

What to send

Test it

Good to know

​When to use it

​What you need

​Set it up

​HubSpot

​Salesforce

​What to send

​Test it

​Good to know

When to use it

What you need

Set it up

HubSpot

Salesforce

What to send

Test it

Good to know