> For the complete documentation index, see [llms.txt](https://help.getmobly.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.getmobly.com/help-center/integrations/marketing-automation/how-data-flows.md).

# How data flows from Mobly to your MA tool

When a lead is captured in Mobly, here's what happens before it reaches your Marketing Automation tool — and how Mobly decides whether to create a new record or update an existing one.

## The journey of a captured lead

1. **Capture.** Someone scans a badge in the Mobly app, manually adds a lead, uploads from camera roll, or your team bulk-uploads a CSV in the Hub.
2. **Enrichment.** Mobly's enrichment waterfall fills in missing fields (email, company, job title, LinkedIn, etc.) using 20+ data partners. This typically takes minutes.
3. **Sync to your MA tool.** Once enriched, Mobly runs the lead through your field, qualifier, and (Marketo only) Program mappings, then pushes it to your MA tool. The push uses [Sync mode](/help-center/integrations/marketing-automation/sync-modes.md) — Automatic by default, Manual if you've configured it that way.
4. **Match or create.** Mobly looks for an existing Lead or Prospect in your MA tool that matches this lead. If it finds one, Mobly updates it. If not, Mobly creates a new record. Per-vendor matching logic is below.
5. **Reconciliation.** If anything goes wrong (auth issue, validation failure, missing field, etc.), the lead lands in [Reconciliation](/help-center/integrations/marketing-automation/reconciliation.md) so you can see why and fix it.

## Per-vendor matching logic

### Marketo

Mobly searches for an existing Lead by **Lead ID** first, then upserts by **Email**. If the email already exists in Marketo's Lead Database, Marketo updates that lead; if not, it creates a new one.

### Pardot

Pardot Prospects are unique by **Email**, so Mobly upserts on email. Existing prospects with a matching email get updated; new emails create new prospects.

## What Mobly sends

Three categories of data flow per lead, configured under each integration's tabs:

* **Field values** — name, email, phone, company, job title, custom fields, etc. Configured under the **Mapping** tab. See [Field mapping](/help-center/integrations/marketing-automation/field-mapping.md).
* **Qualifier values** — qualifiers you've defined in Mobly (badge color, lead type, follow-up status, etc.). Configured under the **Qualifiers** tab. See [Qualifiers](/help-center/integrations/marketing-automation/qualifiers.md).
* **Program membership (Marketo only)** — per-event Program assignment when you've set up the Campaigns tab. See [Mapping campaign fields](/help-center/integrations/marketing-automation/campaign-mapping.md). Pardot doesn't have a campaign-object equivalent in this integration.

## Activity logging

Neither Marketo nor Pardot receive per-activity records from Mobly today. Outreach actions reps take in Mobly (Pulse emails, calls, manual notes) stay in Mobly's activity history; the MA tool sees the resulting field updates (e.g., last-touch timestamp) but no discrete activity events.

If you need activity logging, look at the [CRM Integrations](/help-center/integrations/crm.md) section — HubSpot, Salesforce, and Zoho all support it in some form.

## When something goes wrong

If Mobly can't push a lead to your MA tool — auth failure, format mismatch, missing required field, validation rule, anything — the lead lands in **Reconciliation → Failed**, grouped by the type of error. See [Reconciliation](/help-center/integrations/marketing-automation/reconciliation.md) for how to read the error and fix it, and the per-vendor troubleshooting article for the specific fix path.

## Related articles

* [Connecting a Marketing Automation tool](/help-center/integrations/marketing-automation/connecting.md)
* [Sync modes](/help-center/integrations/marketing-automation/sync-modes.md)
* [Reconciliation](/help-center/integrations/marketing-automation/reconciliation.md)
* Per-vendor setup guides: [Marketo](/help-center/integrations/marketing-automation/marketo/setup-guide.md) · [Pardot](/help-center/integrations/marketing-automation/pardot/setup-guide.md)