This month, we're spotlighting what Salesforce customers are actually building with Zapier.
The short answer: a lot more than syncing a lead form to an account record. The two builders in this month's showcase work in different industries, at different scales, on different problems. In each case, Salesforce provides the trusted customer intelligence, Zapier keeps it clean, connected, and flowing everywhere it needs to go — and the person closest to the friction noticed it first and built the fix. That kind of agility isn't just good for today's operations; it's exactly what prepares a Salesforce org for what's coming next in agentic AI.
Riccardo Berta, Automation Specialist, Autotorino
Autotorino is one of Italy's largest automotive dealer groups: 74 locations, 23 brands, and a Salesforce org that has anchored the operation since 2017. Riccardo works on the CRM team, where for years, a chunk of every day went to typing leads into Salesforce by hand. From sales inquiries to service bookings and forms from dozens of sources, each one needed a person to key it in before anyone could act on it.
Riccardo replaced that layer with 109 Zaps, all live in production today across every dealership and every brand. Each lead source has its own trigger, each lead type routes down its own path, and every record lands in Salesforce clean and formatted the moment it's captured. That kind of data integrity is what makes Salesforce the reliable foundation teams can build on as they move toward AI-powered workflows.
"With the introduction of Zapier, we completely eliminated this workload, allowing our Customer Service team to focus on higher-value activities. Automation also removed the risk of human error, like simple copy/paste mistakes." — Riccardo Berta, Automation Specialist, Autotorino
Copy-paste errors in the records that feed pipeline reporting mostly disappeared, because nobody was copying and pasting anymore. "Leads are now automatically created in Salesforce with the correct structure and source," shared Riccardo. "The system continues to be used on a daily basis by sales and after-sales teams."
In 2025, his team measured the difference: 2,394 hours that used to go to manual lead entry, redirected to inbound customer interactions, follow-up, and judgment calls.
Create Salesforce leads with new Gravity Forms submissions
Naga Mantha, Sr. Principal Application Developer, Qualys
Sixty MQLs once got stuck between Marketo and Salesforce when a webhook failed. At most companies, that's the kind of incident nobody discovers until Sales asks where the pipeline went. In the old version of Qualys's lead flow, that's exactly what would have happened: the handoff was a black box, and when a payload failed, the lead just vanished.
Naga had already rebuilt that middle layer in Zapier. Webhooks receive the Marketo events, Filter and Formatter steps validate each payload, Paths route the different scenarios, Zapier Tables catch duplicates, and Salesforce actions write the activity and campaign records. The same plumbing as before, with one difference that mattered: he could see inside it.
So when the webhook failed, he opened Zapier's run history, found the 60 stuck runs, and replayed them. All 60 landed in Salesforce, and what would have been five to ten hours of manual cleanup took minutes. Sales never noticed anything had gone wrong, which was the whole point.
"Every missed or delayed MQL impacted Sales follow up and campaign reporting. We knew it was worth automating because the process was repetitive, had clear decision logic, and had measurable before/after outcomes: faster Salesforce visibility, and recoverable Zapier run history for support." — Naga Mantha, Sr. Principal Application Developer, Qualys
Create Salesforce records from newly-caught webhooks
Update Salesforce records for new catch hooks in Webhooks by Zapier
Update Salesforce records for new outbound messages in Salesforce
See who wins, live at ZapConnect
Annual submissions for the 2026 Zappy Awards are now closed, and judging is underway. Ten grand-prize winners will be crowned live at ZapConnect on September 23, each taking home a share of $50K, a trophy, and a published story on zapier.com.
Register for ZapConnect to watch the winners get announced. Plus, learn how to connect AI agents to the apps you already run on, turn your critical workflows into automated ones, and govern it all from a single place.
