Set Up Lead to Contact Conversion in Salesforce

  • Updated


The Demandbase Salesforce integration and Lead-to-Account (L2A) engine matches your Salesforce Leads to a Salesforce Account. 

Lead-to-contact conversion converts matched leads into contacts that are connected to existing accounts. You can run this process manually or let Demandbase do it automatically.


  • Automatic lead-to-contact conversion converts all past and future leads to contacts.
  • Automatic lead-to-contact conversion is irreversible. Contacts cannot be converted back to leads. 


  • You must have Admin privileges in Salesforce and Demandbase.
  • The lead cannot be a queue. It must have an explicit owner.
  • The matched account must exist in Salesforce.

Steps: Match Fields in Salesforce 

Before you can convert leads to contacts, you must map lead fields to contact fields. This prevents losing data associated with the leads.

  1. In Salesforce, go to Settings.
  2. In the search box, type lead and go to Leads > Fields
  3. Click Map Lead Fields.

  4. Use the drop-down lists to match relevant fields. See Step 4: Add Demandbase Fields to Salesforce for the list of Demandbase Lead fields. L2APrereq3.png                                      

Steps: Manual Lead-to-Contact Conversion

  1. From the left navigation bar, go to Settings_N.png Settings > Lead Matching > Lead Matching Report.
  2. Go to the Filter By: drop down list and select Unmatched
  3. Check the checkbox next to the leads you want converted to contacts.
  4. Go to the Unmatch drop down list and select Convert to Contact.
  5. Click OK in the confirmation window.

Steps: Automatic Lead-to-Contact Conversion

  1. From the left navigation bar, go to Database_N.png Database > Accounts > Account List.
  2. Find the account list with the leads you want converted to contacts and click the account list name.
  3. Click the Detail tab and toggle on Lead-to-contact setting.
    Lead to Account Setting.png
  4. In the window that opens, take note of the number of leads in the list.
  5. Enter the number of leads currently on the list, select Yes and click Save.


Within Salesforce: Leads are converted to contacts. 

Within Demandbase: Leads appear as contacts in Demandbase after the next nightly sync.

By default, Demandbase syncs leads every 5 minutes. You can adjust this setting in Data Sync Settings. See Understanding Data Sync Settings.

After leads sync from Salesforce, depending on the volume of changes with leads, it can take 10-30 minutes for matching to occur in Demandbase. When matching occurs, Demandbase updates the Matched Account field on the Lead.

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