Populating Lead Fields

Lead fields are the fields in Qualified where you will store everything you wish to track and know about your inbound leads. Lead 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 Clearbit or Salesforce Pardot. In this guide we'll cover the following:

  1. Manually Populating Lead Fields
  2. Dynamically Populating Lead Fields for Return Visitors
  3. Dynamically Populating Lead Fields via URL Parameters
  4. Dynamically Populating Lead Fields via a Chat Bot
  5. Dynamically Populating Lead Fields via a Lead Form
  6. Dynamically Populating Lead Fields via Clearbit
  7. Dynamically Populating Lead Fields via Salesforce Pardot

1) Manually Populating Lead Fields

When an inbound lead arrives on your site, the lead fields will be sown in the applications sidebar on the right side of the screen. For the case when a new visitor is completely anonymous (ie, you have never seen this person before and you know nothing about them, the lead fields will initially be empty. The application does use the IP Address of the visitor to determine an approximate location, so you will see, for example, "San Francisco, CA, USA" but the identity of the lead is anonymous until you start your conversation and collect some info from them. As you gather information, you can enter that data manually in leads fields, as shown below:

Manually entering information about a Lead into Qualified Lead Fields
Manually entering information about a Lead into Qualified Lead Fields

2) Dynamically Populating Lead Fields for Return Visitors

Once lead fields have been populated, every time this person returns to the site from the same device, we'll recognize them at the same person, known as a returning visitor. So in this example, the next time our visitor "Mike Rosenbaum" comes to the website, you'll see the data automatically populated in the sidebar.

Dynamically populating Lead Fields for return website visitors
Dynamically populating Lead Fields for return website visitors

3) Dynamically Populating Lead Fields via URL Parameters

URL parameters are the most common way that web tracking information is passed into your site when a lead arrives. So for example, any links that you include to your site (for example, from email campaigns that you send manually or through sales engagement tools like Outreach or Salesloft) can include dynamic information that tells you and your sales team a bit of information about this person. If you want to dynamically populate fields from these links, the first thing that you'll need to do is to note the "API Name" for each of your lead fields, which can be found in Qualified > Settings > Lead Fields, as shown below:

Viewing the API names for your Lead Fields in Qualified
Viewing the API names for your Lead Fields in Qualified

Next, you'll need to populate these fields with values directly from the links in your email. You can do this manually for every email send (which is a bit time consuming) or you can do this dynamically using email templates that merge in the appropriate values when you send the email. Sales engagement apps such as Outreach and Salesloft both do this dynamically. Here's an example of how to construct the links manually soo you can see exactly how the syntax is accomplished:

Syntax for passing Lead data as URL parameters
Syntax for passing Lead data as URL parameters

And then when you create your email or edit your email templates, simply include this information in the links to your website. Here's an example of a manually created email in Gmail as an example:

Constructing an email or email template with URL parameters
Constructing an email or email template with URL parameters

And finally when the email recipient clicks on the link in your email and arrives on your site, the lead fields are automatically populated with all of the associated information, as shown here:

Dynamically populating Lead Fields from a click on an email
Dynamically populating Lead Fields from a click on an email

4) Dynamically Populating Lead Fields via a Chat Bot

Chat bots are great to gather information from initially unqualified visitors to your site. You can customize a chat bot to collect information from your visitors, and if they meet your qualification rules, you can immediately connect the person to your sales team. In this example we'll use a chat bot to collect lead information. Here are the questions our chat bot will ask to collect info\

Collecting Lead Field data from a chat bot
Collecting Lead Field data from a chat bot

Now your chat bot will be shown on your website for yet-to-be qualified visitors, and can be used to collect lead data as shown below:

A chat bot collecting data and populating Lead Fields on a website
A chat bot collecting data and populating Lead Fields on a website

And when a sales rep engages with this person, you'll notice that the Lead fields will be automatically populated, as shown here:

Dynamically populating Lead Fields with data collected from a chat bot
Dynamically populating Lead Fields with data collected from a chat bot

5) Dynamically Populating Lead Fields via a Lead Form

Lead capture forms work much in the same way that chat bots do. They collect lead info from your website and post to your backend CRM or marketing automation system. However, any lead form can be turned into a smart form, which simultaneously sends the data to your backend as it normally would, but also passes the information to Qualified, so your reps can take immediate action on your hottest, most qualified leads. Here's an example of a smart form

A standard website Lead capture form
A standard website Lead capture form

And when the data is submitted the lead form fields automatically populate the lead fields in Qualified:

Dynamically populating Lead Fields with info collected from a smart form
Dynamically populating Lead Fields with info collected from a smart form

6) Dynamically Populating Lead Fields via Clearbit

Clearbit is a database of known business professionals. If your company has a license of Clearbit you can connect Qualified to Clearbit, so that when you get one small piece of information (an email address), Clearbit will tell you everything else about that person including their job title, employer, location, and other info which is very useful such as their company size, LinkedIn page, and more. When you collect an email address for an inbound lead, Clearbit will enrich the data and automatically populate the additional lead fields, as shown here:

Dynamically populating Lead Fields with data enriched from Clearbit
Dynamically populating Lead Fields with data enriched from Clearbit

7) Dynamically Populating Lead Fields via Salesforce Pardot

Many B2B marketing teams use Salesforce Pardot for B2B marketing automation. You can learn more about our Pardot integration here. When your inbound lead is already a known prospect in Pardot, Qualified will automatically attempt to gather all of the known information about this prospect from Salesforce Pardot, and populate your lead fields accordingly. For example, when a known Pardot prospect arrives on your site via a Pardot campaign, landing page, return visitor, email campaign, or even fills our a form, Qualified will know about this lead instantly and show your sales team all of the relevant information from Pardot, as shown below:

Dynamically populating lead fields with data from Salesforce Pardot
Dynamically populating lead fields with data from Salesforce Pardot

Summary

Lead fields are the fields in Qualified where you will store everything you wish to track and know about your inbound leads. Lead 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 Clearbit or Salesforce Pardot. In this guide we have covered populating lead fields via the following methods:

  1. Manually Populating lead Fields
  2. Dynamically Populating Lead Fields for Returning Visitors
  3. Dynamically Populating Lead Fields via URL Parameters
  4. Dynamically Populating Lead Fields via a Chat Bot
  5. Dynamically Populating Lead Fields via a Lead Form
  6. Dynamically Populating Lead Fields via Clearbit
  7. Dynamically Populating Lead Fields via Salesforce Pardot

Next Steps

As a next step in your education, you might find the following guides useful:

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