Creating Marketo Leads in Qualified

In this guide, you'll learn how to map data from Qualified to Marketo, to create Leads straight from your Qualified chatbot or live sales conversation.

Set Up Your Visitor Fields

Once you connect to Marketo you’ll want to go into the 'Lead Mapping' section under your Marketo integration on the left hand side of your Qualified account to set up your visitor fields.

Visitor fields are the fields in Qualified where you will store everything you wish to track and know about your website visitors. Visitor fields contain information you might gather through chatting/talking to a lead directly, information they might have given you explicitly through a lead form or bot, or other info that might be pulled from an external system, like Marketo.

To set up your visitor fields to start collecting visitor information from Marketo as well as map information you've collected from Qualified to your Marketo Leads you'll want to browse to your Marketo integration and then to "Lead Mapping" as shown below.

Lead Mapping in the nav.

Start by selecting which Marketo fields you'd like to display within Qualified and in the second column match up which visitor field you'd like that information to be stored in Qualified.

As this is a two way integration, we'll both pull information from Marketo about your visitors as they come to the website as well as map this information back into Marketo when it's collected by a bot or sales agent. If the visitor is unknown in Marketo, Qualified will create the Lead based off the information collected in your visitor fields.

Marketo field mapping.

You can also create a visitor on the fly by selecting "Create a field" from the drop down.

Creating a visitor field.

Mapping Basic Data to Marketo

Many implementations start by mapping a basic set of information to Marketo for the purpose of Lead creation. Let's start with the most basic fields in Marketo, such as name, email and company. You’ll want to add these three fields to your Lead mapping area to ensure that this information is captured by your chatbot or sales team and included when creating the Lead in Marketo.

Keep in mind that Marketo requires email for a Lead to be created, so this information must be included.

Mapping information into Marketo.

 If you’d like, you can add a default value to the other non required Marketo fields, such as [not provided] to be a filler if the visitor did not include this information about themselves as shown below.

Adding a default value to fields.

You can map as much information into Marketo as you’d like here, including hidden field data which we’ll go over in the next step.

Mapping Hidden Field Data to Marketo

It's a common practice to have some field values hard coded when creating Leads. Meaning, you don't want your sales reps to set these values manually, but you want the system to set them based on your rules. The most common of these fields is Lead Source. Setting a hard coded (or "hidden") value to this field will tell you that the Lead originated from a Qualified conversation on your website, and can be used later by marketing managers and sales managers for reporting purposes.

Lead source as a hidden field.

Salesforce & Marketo

If you're using both the Salesforce and Marketo integrations together within Qualified you might have questions about how they work together. One thing to note is that we'll first look at Marketo and sync your visitor fields using the information in Marketo. This will allow for us to look for an email address in Marketo which might help us also identify who that person is in Salesforce (an existing Lead or Contact).

Once we've synced the information from Marketo, Qualified will then push that visitor information into Salesforce. If any information is conflicting between what we've pulled from Marketo and Salesforce, you can rank order which system is your source of truth.

How this works is:

  1. When someone lands on the website we try to identify who the person is and gather info about the person and the company they work for by reading the Marketo Munchkin cookie.
  2. Qualified will then pull information in (in real time!) from all of the apps you have connected (including Marketo, Salesforce, Clearbit, 6sense, etc.) into your Visitor Fields.
  3. If any information is conflicting, you determine the rank oder of what system should win using prefills in your visitor field area as shown below (this is typically Salesforce > Marketo). When syncing back into Salesforce, we'll always use Salesforce as your source of truth.
Company visitor fields using prefills.
  1. We serve up the experience you've created specifically for your Marketo leads and contacts.


In this guide we've gone over how to set up your visitor fields after connecting to Marketo to both pull in information about your known visitors from your Marketo campaigns as well as sync information back into Marketo to create leads. We've also explained how Salesforce and Marketo work together. To continue setting up your Marketo integration, you'll want to next create unique experiences for your Marketo visitors and new leads.

Next Steps

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