Creating leads and activities in Marketo

Once you have connected to Marketo, you can automatically sync and create lead data between Qualified and Marketo, keeping your systems up to date.

Map fields in Qualified

You can present Marketo fields within the Qualified Visitor 360 and push information collected in the Qualified messenger to Marketo. If a visitor is unknown in Marketo and Qualified creates a new lead, the new lead will be based on your mapped visitor fields.

We recommend mapping at least these fields:

• Email Address
• Full Name
• Company Name

At a minimum, you must collect an email and map the Email Address field for Qualified to create a new Marketo lead. (Marketo requires an email for all new leads.)

How to map fields

Finish creating or updating your fields in Marketo first. Then log in as a Qualified admin to map Marketo fields to Qualified:

1. Navigate to Settings → Integrations → Marketo → Lead Mapping.
2. Click + icon to add a new field. 
3. From the first drop-down menu, select a Marketo Field you want to display within Qualified. 
4. From the Value drop-down menu, select which Qualified field will display the Marketo information. There are a few options:
   1. Create field: If a visitor field hasn’t been created in Qualified yet, create a new one and map a Marketo value to it.
   2. Create hidden field: If a hidden visitor field hasn’t been created in Qualified yet, create a new one and map a Marketo value to it.
   3. Default value: If a visitor field is empty in Marketo, send the value you entered in the Default textbox to Marketo.
   4. Fixed value: Send the value you entered in the Default textbox to Marketo. If the Qualified and Marketo values differ, Qualified overwrites the Marketo field.
   5. Select any option below Value → Visitor Fields when you want to map the Marketo value to Qualified.
5. (Optional) If you want to require the field when reps manually create a Marketo lead while chatting, select the Req? checkbox:

7. Repeat steps 3-6 for any additional fields you want to map.
8. Click Save in the upper-right corner.

If you change or create a lead field in Marketo, go to Settings → Integrations → Marketo → Connection and click Update fields. This is required for Qualified to recognize your Marketo updates.

Customize the Visitor 360

Add fields to the Visitor 360 to highlight information from Marketo. This aggregates information for your sales reps to more quickly understand a visitor and engage them in live chat.

To add information from Marketo to the Visitor 360, navigate to Settings → Integrations → Marketo → Field layout below Marketo. A preview of the Visitor 360 card appears. Select which Marketo fields you want to surface and drag and drop them to update their order.

Create leads from Qualified

When you have a website visitor that is not a lead yet, create that lead in Marketo. To create Marketo leads, connect to Marketo and finish mapping your fields. You can then create leads in two ways:

• During live chat, a rep clicks Create Lead in Marketo and all mapped fields where Req? is checked have values:

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• A visitor is served an experience and enters their email in the Qualified messenger. When they reach a Push to an external system step for Marketo in that experience or a workflow, Qualified automatically creates a new lead in Marketo.

Strict record matching

By default, Qualified matches website visitors to Salesforce Lead and Contact records by email address. With strict record matching on, a visitor is matched to a Salesforce record only through their Marketo lead. Qualified identifies the Salesforce record from the fields mapped on the Marketo lead, not from the email address.

This helps when your Salesforce org has more than one Lead or Contact with the same email address. Marketo keeps one lead per email address, and its sync with Salesforce links that lead to a specific Salesforce record.

While strict record matching is on:

• Qualified doesn't create Salesforce Leads or push to Salesforce Leads and Contacts directly. New leads reach Salesforce through your Marketo sync.
• Salesforce event and campaign member pushes wait until after Qualified's push to Marketo.

Note: To enable this feature or learn more about availability for your organization, contact your Qualified Success Architect (QSA).

Allow Qualified to push activities

Qualified can create new Marketo activities when your default push is set to Salesforce or Marketo. The steps below don’t rely on your default push setup.

Note: To enable pushing activities to Marketo or learn more about availability for your organization, contact your Qualified Success Architect (QSA).

Assign permissions in Marketo

First, confirm that the Marketo user that will be used in the Qualified connection has these two permissions:

• Read-Write Activity
• Read-Write Activity Metadata

These permissions are included with the Access API role. To assign the user this role in Marketo:

1. Navigate to Admin.
2. Click Users & Roles.
3. Select the user you want to update.
4. Click the Edit User tab.
5. Under Roles, check Access API.
6. Click Save.

Update Marketo options in Qualified

Next, make sure your Qualified admin account is connected to Marketo. Once that’s done:

1. Navigate to Settings → Integrations → Marketo → Connection. 
2. Click Enable pushing activities:

Marketo can take a few minutes to recognize the update. After that, confirm that Qualified is pushing activities by opening a Marketo lead record and checking for the new activity.

Marketo activities created by Qualified

Qualified creates a new activity in Marketo after a visitor leaves your website, or after a period with no website activity.

When you enable pushing activities, Qualified creates two custom activity types in Marketo, one for conversations and one for booked meetings. Their API names are QualifiedConversationViaQualified and QualifiedMeetingBookedViaQualified. Use them in Smart Lists and Smart Campaigns, for example to follow up with visitors who had a conversation but didn't book a meeting.

If activities stop appearing in Marketo: check that neither activity type was deleted in Marketo. Qualified can't create activities without them, and its pushes still show as successful. Contact your Qualified Success Architect (QSA) to recreate them.

Visitor conversations with a rep or AI SDR agent

When a visitor has a conversation with a rep or your AI SDR agent in the Qualified messenger, the pushed activity includes these populated fields:

• Subject: “Conversation via Qualified” (If the visitor chats with a sales rep, it will read “Conversation via Qualified with [Rep Name].”)
• Name: Visitor’s name or email if the Name visitor field is empty
• Start Time: Date and time the chat began
• End Time: Date and time the chat finished
• Playback URL (optional); Link to view a record of the rep and visitor's interactions
• Chat Transcript (optional): A text transcript of the conversation
• Person ID: The visitor’s designated Marketo ID
• Qualified Visitor ID: The ID used by Qualified to distinguish unique visitors (When logged in to Qualified via your browser, add the Visitor ID to https://app.qualified.com/visitor/[VISITOR_ID]to open the Visitor 360.)

Visitor books a meeting

If a visitor books a meeting with a rep, an additional Marketo activity is created with these populated fields:

• Subject: “Meeting Booked via Qualified with [Rep Name with scheduled meeting]” (If the meeting was booked with multiple people, the Meeting Owner name is listed.)
• Name: Visitor’s name or email if the Name visitor field is empty
• Start Time: Date and time the chat began
• End Time: Date and time the chat finished
• Playback URL (optional): Link to view a record of the rep and visitor's interactions
• Person ID: The visitor’s designated Marketo ID
• Qualified Visitor ID: The ID used by Qualified to distinguish unique visitors (When logged in to Qualified via your browser, add the Visitor ID to https://app.qualified.com/visitor/[VISITOR_ID]to open the Visitor 360.)

Marketo does not allow for complex field values, so the playback URL is plain text without a hyperlink. Copy and paste the playback URL into your browser to open it. Likewise, chat transcript formatting is limited so line breaks are represented by two forward slashes (//).

Note: If the Playback URL and Chat Transcript fields aren't visible on your Marketo activities, contact your Qualified Success Architect (QSA) to include them.