Qualified Meetings offers seamless integration with popular marketing automation platforms such as Pardot, Marketo, and HubSpot. This integration enables efficient lead management and ensures a smooth transition of leads between Qualified and your chosen Marketing Automation Platform (MAP). In this article, we will explore three different options to synchronize leads, while considering data workflows, preventing duplicate leads, and accurately assigning lead ownership.
Option 1: Qualified Creates qualified Leads in SFDC
One option for optimizing lead management with Qualified Meetings involves MAP creating unqualified prospects within the MAP while the form handles lead creation. Simultaneously, Qualified takes charge of lead creation in Salesforce (SFDC) and will assign the lead to the meeting owner. However, to implement this option, MAP Admin needs to pause lead creation on the form from the MAP to SFDC. Additionally, the Qualified Form Experience must either replicate the form MQL process or pass data to the MAP for future replication. It's worth noting that some customers may find this option infeasible if they wish to retain their existing form automation process.
Configuration Steps:
- Add a Salesforce push step right after the "Route for Meeting" step.
- Enable the "Create Lead" with the “Wait to create new Lead” option selected, and "Update existing Lead or Contact Record" with the “Wait to update existing Lead or Contact” option selected.
Option 2: MAP or Qualified Create SFDC Leads and Manage Lead Assignment Based on Sync Speed
Another approach to optimizing lead sync and ownership in Qualified Meetings is to have the MAP Admin maintain their existing automations. While this option may result in potential lead reassignments in Salesforce (SFDC), it offers flexibility and relies on the sync speed between the MAP and Salesforce. When a visitor interacts with the Salesforce push step in the Experience, two scenarios may occur. If the MAP has already created the lead in SFDC, Qualified will reassign the lead to the meeting owner. On the other hand, if the MAP hasn't created the lead yet, Qualified will create and assign the lead to the meeting owner. To mitigate the possibility of reassignment, the admin can choose to delay lead creation on the MAP side for up to 5 minutes, providing a smoother lead ownership experience.
Configuration Steps:
- Add a Salesforce push step at the end of meeting booking branches.
- Enable the "Reassign new Leads to meeting owner" setting.
Option 3: MAP Creates SFDC Leads and Manages Lead Assignment
To optimize lead sync and ownership in Qualified Meetings, another option is to have the MAP Admin maintain their existing automations. In this configuration, the MAP Admin is responsible for configuring lead assignment based on the meeting owner data passed by Qualified. To ensure accurate lead creation that aligns with the collected meeting owner information, the admin can choose to delay lead creation from MAP to SFDC for up to 5 minutes. This delay allows for the proper collection of meeting owner details before creating the lead in the MAP, enhancing lead management and ownership accuracy.
Configuration:
- Set the Qualified visitor owner in a field within the Form experience after the meeting is booked, OR set the Qualified visitor owner as a fixed field mapped to MAP.
- This field will be used in MAP → SFDC automation to assign the lead to the meeting owner.
- This field will be used in MAP → SFDC automation to assign the lead to the meeting owner.
- Add MAP push step at the end of meeting booking branches. No SFDC push steps are required.
Summary:
Building smart form experiences with Qualified Meetings and integrating them with your preferred Marketing Automation Platform offers significant benefits in lead management. By considering the three options mentioned above, you can optimize lead sync, prevent duplicate leads, and ensure accurate lead ownership assignment. Assess your specific requirements and workflows to choose the most suitable option for your organization, enabling efficient collaboration between Qualified and your Marketing Automation Platform.