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 information that might be pulled from an external system, like Clearbit, 6sense, Salesforce, or Pardot. In this article, we'll cover the following:
- Manually Populating Visitor Fields
- Populating Visitor Fields for Return Visitors
- Populating Visitor Fields via URL Parameters
- Populating Visitor Fields via a Chatbot
- Populating Visitor Fields via a Lead Form
- Populating Visitor Fields via Clearbit
- Populating Visitor Fields via Salesforce Pardot
Manually Populating Visitor Fields
When an inbound visitor arrives on your site, the visitor fields are shown in the applications sidebar on the right side of the screen. For the case when a new visitor is completely anonymous, you have never seen this person before and you know nothing about them, the visitor fields will be empty initially. Qualified uses visitors' IP addresses to determine an approximate location. For example, you may see "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 the visitor fields, as shown below:
Populating Visitor Fields for Return Visitors
Once visitor fields have been populated, Qualified will recognize them when they return to your site from the same device. 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.
Populating Visitor Fields via URL Parameters
URL parameters are the most common way that web tracking information is passed into your site when a website visitor arrives. So for example, any links that you include to your site (eg, 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 > Visitor Fields, as shown below:
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 so you can see exactly how the syntax is accomplished:
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:
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:
Populating Visitor Fields via a Chatbot
Chatbots are great to gather information from initially unqualified visitors to your site. You can customize a chatbot 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 chatbot to collect lead information. Here are the questions our chatbot will ask to collect info:
Now your chatbot will be shown on your website and can be used to collect lead data as shown below:
When a sales rep engages with this person, you'll notice that the Visitor Fields will be automatically populated, as shown here:
Populating Visitor Fields via a Lead Form
Lead capture forms work much in the same way that chatbots 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:
And when the data is submitted the lead form automatically populates the visitor fields in Qualified:
Populating Visitor Fields via Clearbit
Clearbit is a database of known business professionals. By connecting Qualified to Clearbit, you can use an email address to learn more about a specific individual, 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 from an inbound website visitor, Clearbit will enrich the data and automatically populate the additional visitor fields.
Populating Visitor 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 visitor 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 the visitor 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 out a form, Qualified will know about this visitor instantly and show your team all of the relevant information from Pardot, as shown below:
Summary
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 Clearbit, Salesforce, or Pardot. In this article, we covered:
- Manually Populating Visitor Fields
- Dynamically Populating Visitor Fields for Return Visitors
- Dynamically Populating Visitor Fields via URL Parameters
- Dynamically Populating Visitor Fields via a Chatbot
- Dynamically Populating Visitor Fields via a Lead Form
- Dynamically Populating Visitor Fields via Clearbit
- Dynamically Populating Visitor Fields via Salesforce Pardot
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