Inbound webhooks: send leads from any system

Not every source of leads has an integration, and waiting for one is rarely the right answer. If a system can send an HTTP request, it can create leads.

This is also how you keep a website form you are happy with instead of rebuilding it.

Who this is for

Technical users, and anyone with an existing form or system producing leads.

Before you start

• A system that can make an HTTP request — most form builders and website platforms can.
• Permission to manage inbound sources.
• A test submission you can fire repeatedly while getting the mapping right.

Get the mapping right before you point real traffic at it
Inbound data arrives shaped however the sending system shapes it, and mapping is what turns those fields into lead fields. Mis-mapped inbound traffic produces leads that look fine and cannot be routed or scored. Test with real payloads first, not with what you assume the payload looks like.

Set it up

1. Create the inbound source
   This gives you the endpoint to send to. Each source is separate, so you can tell which system produced what.
2. Look at a real payload first
   Send one from the actual system and look at what arrived. What a form builder sends is often not what its documentation implies.
3. Map the fields
   Point each incoming field at the lead field it belongs in. Name plus email or phone is the minimum a lead requires.
4. Point your form or system at it
   Keep your existing Webflow, WordPress or custom form and change where it posts. Nothing about the form itself has to be rebuilt.
5. Set up routing for these leads
   Inbound leads need an owner like any other. Confirm routing covers them so they do not land unassigned.
6. Submit a real one end to end
   Fill in the actual form on the actual site and follow it through to an owned lead. That is the only test that proves the whole path.

What you get

• Leads from systems with no built-in integration.
• Your existing website form kept rather than rebuilt.
• Source recorded so you know which system produced what.
• A tested path from real submission to owned lead.

Frequently asked questions

Do I have to rebuild my website form?

No. That is the point of this route — keep the form you have and change where it posts.

What fields does the payload need?

Enough to create a lead: a name, and at least one of email or phone. Beyond that, whatever you want to map and use.

Why are my inbound leads missing information?

Almost always mapping. The sending system's field names rarely match by accident — look at a real payload and map explicitly.

How do I know which system a lead came from?

Each inbound source is separate and the source is recorded on the lead, so attribution works the same as any other capture route.