Fields

Fields hold the information Qualified knows about each lead, whether or not that lead is on your website right now. Your AI SDR agent can use field data in conversations and emails, and fields can be pre-filled from your CRM, marketing automation platform and enrichment tools.

Create a field

If a field will map to Salesforce, create it through your Salesforce field mapping. That sets the correct picklist options and dependencies. Use + Add Field for fields that have no Salesforce counterpart. See Mapping data to Salesforce.

To create a new field, click the + Add Field button in the top right-hand corner.

This will open a side panel where you configure the field’s settings.

Field settings

General

• Name: This is a unique name or identifier for the field that is used within the Qualified application.

• API name: Generated from the field's name, and editable under General. Qualified uses the API name to reference the field in:

  • Variables in experiences and meetings, such as {{visitor.fields.company}}

  • The client-side API and the Enterprise API

  • Custom forms

  • URL parameters that set the field's value

• Type: Select the field type (e.g., Text, Number). This should be set to match the field type in your external systems (like your CRM or MAP) if you plan to connect them.

• Picklist values (Picklist fields): Define the options for the field. Turn on the Custom Labels toggle to give each option a label for visitors that differs from the value Qualified stores. Use it to show visitors translated or friendlier options while syncing the value your CRM expects. Each option then has two columns:

  • Value: the value Qualified stores, syncs to your connected systems and shows reps in Visitor 360.

  • Label: what visitors see when the field is used in an Ask a question step.

• Hide Field: Check this box if you want the field to be hidden on card layouts for sales reps in the Visitor 360 view.

• Send via client side API: Check this box to include the field’s value when your website calls the getIdentity client-side API method. Values from Clearbit, 6sense, Demandbase, and ZoomInfo aren’t returned, even when the box is checked. See Client-side API.

• Live Stream: Check this box if you want the field to be shown in your Live Streams.

Caution: Set a field's API name when you first create the field. Anything that references the field uses the API name, so changing it on a field that's already in use breaks those references. For example, changing the Company field's API name from company to company_name breaks the {{visitor.fields.company}} variable, which can cause meeting confirmation emails and bookings to fail.

AI usage

The following settings are designed to enhance how your AI SDR agent utilizes field data in the agentic marketing context:

• This field represents account-level data: Check this box to make this field a selectable filter option for Account Guides.
• Can mention in messenger: When checked, this will allow your AI SDR agent to mention information from this field within chat messages to the specific lead.
• Only mention this field for known Qualified leads: When checked, this will limit your AI SDR agent to only using this information if the lead is known to Qualified (meaning their email address is known).
• Can mention in email: When checked, this will allow your AI SDR agent to include information from this field in emails to the lead.

Sources

Sources control how a field gets its value. Each field has two ranked lists, and Qualified evaluates them separately:

• Mapped field values: the connected systems the field is mapped to, such as a Salesforce contact, a Salesforce lead or a Pardot prospect. If a lead matches records in more than one of these systems, Qualified uses the value from the highest-ranked system with a match.
• Additional sources: enrichment integrations and Qualified data such as reverse IP. Qualified checks these from top to bottom and uses the first value it finds.

When a lead matches an existing record, the field takes its value from that record, and Qualified doesn't check Additional sources. If the matched record's field is blank, the If the above mapped field for a matched record is blank... setting decides what happens next:

• Keep the blank value (default): the field stays blank. If a goal requires the field for qualification, your agent asks the visitor for it.
• Use the next source: Qualified fills the field from Additional sources.

When a lead doesn't match any record, Qualified fills the field from Additional sources, whichever blank-value option is selected.

Tip: Use Use the next source sparingly when reverse IP is one of your Additional sources. It fills your CRM or marketing automation platform more aggressively and can add inaccurate data. Enrichment sources that use an email address tend to be more reliable, so rank them above reverse IP.

Matching requires an email address. Qualified matches a lead to records in your connected systems by email. Until it knows the lead's email, only Additional sources that don't need one can fill a field, such as reverse IP and Qualified location and visit data. When the lead shares an email, for example in a conversation with your agent, Qualified checks for a match again. That means a field's value can change during a single session.

To change the format of a value from Additional sources before Qualified saves it, see Reformat incoming values with advanced prefill logic below.

Validation

Validation rules check a value before Qualified saves it to a field. If a value doesn't pass, Qualified rejects it and shows the visitor an error message.

Validation applies to values entered directly into a field, for example:

• A visitor filling out a form or answering a qualifying question
• A rep, workflow or experience setting the value

Values that come from integrations or URL parameters aren't validated. To reformat values from your integrations, use advanced prefill logic.

Validation is available on Text fields only. It isn't available on Text Area, Number, Phone, Picklist, Multi-select Picklist or Checkbox fields, or on the built-in Name, Company and Email fields.

Choose one validation type for the field:

• Custom Rule: checks the value against a regular expression (RegEx) you write.
• Email: checks for a correctly formatted email address.
• Business Email: checks for a correctly formatted email address from a business domain. Common personal and free email domains don't pass.
• URL: checks for a correctly formatted URL.
• Postal Code: checks against a set of international postal code formats.

You can also set:

• Case sensitivity: whether the rule treats uppercase and lowercase letters as different.
• Custom error message: the message a visitor sees when their value doesn't pass.

Reformat incoming values with Advanced prefill logic

Advanced prefill logic changes a value that comes from a field's Additional sources into the value your system of record expects, before Qualified syncs it. For example, you can change "United States" to "USA", or map an enrichment tool's industry values to the options in your Salesforce Industry picklist.

At the top of a field's Additional sources settings, under Sources, choose how Qualified fills the field:

• Basic prefill: Qualified checks your Additional sources from top to bottom and saves the first value it finds, unchanged.
• Advanced prefill logic: Qualified finds a value the same way, then maps it to a new value before saving it.

When advanced prefill logic runs

Advanced prefill logic runs whenever Qualified pre-fills fields, for example:

• When a visitor arrives on your website
• When Qualified collects a visitor's email address
• When Qualified syncs with an external system

Advanced prefill logic only changes values that come from Additional sources. It applies when either of these is true:

• The lead doesn't match a record in any system the field is mapped to.
• The matched record's field is blank, and the field's blank-value setting is Use the next source.

A value from a matched record takes precedence over advanced prefill logic. That includes a blank value kept by Keep the blank value.

Set up advanced prefill logic

1. In the field's Additional sources settings, select Advanced prefill logic.
2. Under 1. Find a field value from an external source, choose a source, such as Demographic, and then the field to read from it, such as City. Select + to add more sources, and drag them into the order you want them checked. Qualified checks them from top to bottom and uses the first value returned. You can choose from:
   • Qualified data, such as demographics and visit data
   • Salesforce and marketing automation platform fields. These are read-only when used as an Additional source.
   • Enrichment integrations, such as Demandbase, Clearbit and ZoomInfo
   • Other connected systems, such as Outreach and Salesloft
3. Under 2. Map the value returned above, create a rule for each value you want to change:
   • Under If value from step 1 is..., enter the incoming value, such as "United States". If the source field is a picklist, this box lists the source’s own values to choose from. For other field types, you type the value.
   • Under Save '[field name]' as..., enter the value to save in its place, such as "USA".
   • Select + Add a rule to add another rule.
4. Under 3. Set up a fallback, choose what to do if the value found in step 1 doesn’t match any rules from step 2:
   • Save the original value returned in step 1: the value is saved unchanged.
   • Save the following fixed value: the value is replaced with a value you enter, such as "Other".
   • Leave the field blank: the field stays empty.

Steps 2 and 3 run only when a source in step 1 returns a value. If none of them returns a value, the field stays blank.

Advanced prefill logic works on one field at a time. It can't check another field's value to decide whether to update this one.

Supported field and source types

You can use advanced prefill logic on these field types:

• Text
• Text Area
• Picklist
• Multi-Select Picklist
• Number

It isn't available on Phone or Checkbox fields, or on the built-in Name, Company and Email fields.

The source type has to be compatible with the field type:

• Text and Text Area fields: text or picklist sources
• Picklist fields: text, number or picklist sources
  • When a number source fills a picklist field, set the fallback to Leave the field blank.
• Number fields: number sources only

After you choose your first source, every other source you add must be the same type.

Examples

Country: Your Salesforce instance accepts only "USA" for the United States, so new leads with "United States" fail to sync. On the Country field, map "United States" to "USA", along with any other country values that differ.

Industry: Your Salesforce Industry picklist uses different values from the ones your enrichment source returns. On the Industry field, choose the enrichment source and map each of its industry values to the matching option in your picklist.

Employee count: Your enrichment source returns employee count ranges such as "251-1K" and "1K-5K", and your Salesforce company-size picklist uses different ranges. Choose the enrichment source's Employee Count Range field in step 1. In step 2, select each of its ranges and enter the matching value from your picklist.