Using Pardot Prospect Fields

After you have connected Qualified to Salesforce Pardot and set up Pardot prospect tracking, you'll want to define which Pardot prospect fields are used within the Qualified application, both for information display, and for qualifying inbound visitors/prospects in real-time to pass to your sales team.

In this guide you'll learn how to configure Qualified to read your Pardot prospect fields. We'll cover:

  1. Which Pardot prospect fields are currently supported?
  2. Deciding which Pardot prospect fields are displayed in Qualified
  3. Mapping Pardot prospect fields into Qualified lead fields
  4. Qualifying prospects in real-time with Pardot data

1) Which Pardot Prospect Fields are Supported?

All standard and custom fields on the Pardot prospect object are supported, including core prospect fields such as Name, Email, Company, Job Title, Address, Industry, Employee Count, Score, Grade, and the like. These standard fields are shown in Pardot under the sections Content, Insight, and Additional Fields as shown below.

Deciding which Pardot standard prospect fields you want to use with Qualified
Deciding which Pardot standard prospect fields you want to use with Qualified

Currently, fields on related Pardot objects, such as Account, Opportunity, or other Custom Objects are not supported. If you have an implementation use case and require additional Pardot fields that are not currently supported, please email help@qualified.com and we'd be happy to dig in and see how we can help you.

2) Deciding Which Pardot Fields are Displayed

Now that you've connected Qualified and Pardot, the next step is to decide which Pardot prospect fields you want to display in the Qualified sidebar. The benefit of displaying these fields is that any time a Pardot prospect is on your site, your sales team will have all of the Pardot data at their fingertips, so they'll know exactly who they're talking to, and have the full context of everything you know about this person from your Pardot marketing automation system.

Configuring which fields you want to display is quite simple. Navigate to Qualified > Admin Settings > Integrations > Pardot and you'll see a list of fields that are accessible from Pardot. Click the (+) icon to include new fields you wish to add and select Save when you're done. The screen looks like this when you've added your fields:

Selecting the Pardot prospect fields to display in Qualified
Selecting the Pardot prospect fields to display in Qualified

Finally, when a new or returning visitor comes to your site who is a prospect in your Pardot system, your reps will see all of the information available from Pardot immediately, as shown below:

How Pardot prospect fields display in the Qualified sidebar
How Pardot prospect fields display in the Qualified sidebar

3) Mapping Pardot Fields into Qualified Lead Fields

Got it, so you've now decided which fields from Pardot you want displayed in the Qualified side bar for your sales team. This is a great start, but it doesn't actually push the data from Pardot into Qualified for action, meaning that the data you see in the sidebar from the step above is a read-only view. Why would you want anything more than a read-only view? So that your sales team can act-on the data in real-time, they can edit the data as they have a conversation, they can push the data into Salesforce to create leads and, most importantly, so that you can qualify inbound prospects to talk to your reps based on the data in Pardot.

To map Pardot data into your Qualified lead fields, navigate to Qualified > Admin Settings > Lead Fields, as shown below, the screen will probably look something like this:

Mapping Pardot fields into Qualified lead fields
Mapping Pardot fields into Qualified lead fields

Now you'll notice there is a column in the Qualified lead fields that says "Populate values" which is use to map data from a variety of sources, including Pardot, into those fields. By clicking on the (+) icon under populate values, you can select the appropriate value to populate into each field. A dialogue box will open that resembles the screen below:

Selecting the Pardot prospect fields to map into Qualified lead fields
Selecting the Pardot prospect fields to map into Qualified lead fields

Once all of your fields are populated with values from Pardot, returning to the Qualified lead fields section will show that each field has been populated with exactly one value. (Side note: if you have multiple inbound data sources, such as Pardot and Clearbit, there could be numerous values that populate the Qualified lead fields, but no sense in worrying about that just yet).

Qualified with all lead fields mapped in from Pardot
Qualified with all lead fields mapped in from Pardot

Finally, when any new or returning Pardot prospect comes to your site, the Qualified sidebar will display all of the values from Pardot, both in the display section (below) and in the Qualified lead fields (above), as shown here:

The Qualified sidebar with Pardot data displayed and mapped
The Qualified sidebar with Pardot data displayed and mapped

4) Qualifying Prospects in Real-Time with Pardot Data

If you've made it this far, you're definitely well on your way to becoming a Qualified for Salesforce Pardot pro! As we mentioned briefly in this article, why would you want the data from Pardot actually populating Qualified lead fields? So that your sales team can act-on the data in real-time, they can edit the data as they have a conversation, they can push the data into Salesforce to create leads and, most importantly, so that you can qualify inbound prospects to talk to your reps based on the data in Pardot.

The most important of these is of course qualification, now that the data is in your Qualified lead fields, you can create qualification rules that determine which of your Pardot prospects are allowed to talk to your sales team. These qualification rules form the basis of the Qualified conversational marketing application.

So now, for example, let's say that you wanted to set up a qualification rule that marked an inbound website visitor as qualified when their Pardot prospect score was greater than 70. Now you simply navigate to Qualified > Qualification Rules and create that rule, as shown here.

Creating a qualification rule based on Pardot prospect score
Creating a qualification rule based on Pardot prospect score

Summary

And there you have it, the definitive guide to using Pardot prospect fields in Qualified. In this guide you've learned how to define which Pardot prospect fields are used within the Qualified application, both for information display, and for qualifying inbound visitors/prospects in real-time to pass to your sales team, and we've covered the following topics:

  1. Which Pardot prospect fields are currently supported?
  2. Deciding which Pardot prospect fields are displayed in Qualified
  3. Mapping Pardot prospect fields into Qualified lead fields
  4. Qualifying inbound visitors in real-time with Pardot prospect data

Next Steps

As a next step, you might find the following educational resource guides useful:

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