Mapping Pardot prospect fields

After you have connected Qualified to Pardot and set up Pardot prospect tracking, choose which Pardot prospect fields to connect with Qualified. These fields give your sales team information about Pardot prospects who visit your site and help qualify inbound visitors.

Pardot prospect fields supported in Qualified

All standard Pardot prospect fields are supported, including:

• Demographic fields, such as name, email, company, job title, and phone.
• Company-specific data (if it exists in your Pardot org), such as industry, number of employees, website, and years in business.
• Any custom fields you have defined on prospects in Pardot.

Currently, fields on the Pardot account and opportunity objects, as well as fields from any custom Pardot objects, are not supported for mapping to Qualified.

Select the Pardot fields to display

1. As an Admin in Qualified, go to Settings → Integrations → Pardot → Field Layout. The currently mapped fields will be shown.

2. Click the (+) icon to add additional Pardot fields to Qualified.

3. Using the drop-down arrow and scrollbar, you can scroll to review the list of Pardot fields for a field you want to add or use the search box to locate the field.

4. Click the name of each field you want to add. Repeat these steps for each field you want to add.
5. To remove a field from inclusion in the Qualified app, click the X to the right of that field.

6. After you have finished adding fields and deleting any you do not want, click Save.

When one of your Pardot prospects visits your website, your users will see the Pardot fields that you selected to display in Qualified, as shown below:

Map Pardot fields to Qualified fields

Mapping Pardot field values to Qualified Fields allows them to be updated during a conversation with a visitor. If the Pardot data available on prospects results in their being qualified, they can be routed to speak with your sales reps, as well as pushed into Salesforce to create leads.

To map Pardot prospect fields to Qualified fields:

1. As an Admin in Qualified, go to Settings → Integrations → Pardot → Prospect Mapping
2. View and edit the existing Pardot field mapping.

The data from these mapped fields will be stored in the Qualified visitor record if the visitor is synced to a Pardot prospect. The mappings will also define the prospect record’s field values when you create or update a Pardot prospect record via the sync with Qualified.

Use the Source Campaign for New Prospects drop-down to select the Pardot Campaign that will be associated with any prospects created by Qualified data for a visitor record being pushed into Pardot.

Pardot prospect field mapping notes

• For Pardot mapping, the Email field is always required in the mapping screen because an email is required to create a Pardot prospect. It is possible to mark other fields required in the Pardot Prospect Mappings screen. To do so, select the Req? box to the right of that field in the Pardot Prospect Mappings screen.

For example, you might want to make a Pardot field required if the field it maps to on your Salesforce leads is required. This would ensure that the field is populated when a Pardot prospect is synced to a Salesforce lead.

• While Qualified can read multi-picklist fields to build a segment or a target account, the mapping does not support populating multi-picklist fields in an integrated app, such as Pardot.
• Enter a default value for each field mapping for which you want to set the Pardot prospect’s value if the field is empty, such as when a new prospect is being created in Pardot. For example, you could use “Qualified” for the default value for a Lead Source mapping.
• Enter a fixed value for each field mapping for which you want to set the Pardot prospect’s value regardless of whether the field is already populated.
• Enter a hidden value for each field mapping for which you want to set a Pardot prospect’s value, but not have it visible or editable by your sales reps.
• Remember that date fields will map to text fields in Qualified.

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 Pardot prospect. Qualified identifies the Salesforce record from the fields mapped on the Pardot prospect, not from the email address.

This helps when your Salesforce org has more than one Lead or Contact with the same email address, because the Pardot prospect is linked 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 Pardot sync.
• Salesforce event and campaign member pushes wait until after Qualified's push to Pardot.

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

Qualify prospects in real time with Pardot data

Populating Qualified fields with Pardot data allows your sales reps to:

• Act on the visitor data in real time.
• Edit visitor data as they learn more from each conversation.
• Push the data into Salesforce to create leads.
• Qualify inbound prospects to talk to specific team members.

The most valuable advantage of having Pardot data in Qualified is the ability to qualify visitors within the Qualified app in real time. You can then create Qualified experience triggers to determine when a Pardot prospect indicates that they are ready to talk to your sales team.