Qualifiers

Qualifiers are how Mobly captures fast, structured data about leads at events — badge color, lead type, follow-up status, raffle entries, demo interest, anything you want reps to capture in seconds. You define them once per organization and then map them to your MA tool so the same structured values flow through.

You configure qualifiers inside any connected Marketing Automation integration on the Qualifiers tab (Integrations → [your MA tool] → Qualifiers).

Anatomy of a qualifier

Each qualifier has:

• Name — what the rep sees in the Mobly app when qualifying a lead (e.g., "Lead Type," "Follow up," "# of Events").

• Qualifier values — the discrete options reps can pick from (e.g., for Lead Type: Hot, Warm, Cold, Disqualified).

• Selection mode — Single (one qualifier value per lead) or Multiple (rep can pick more than one).

• Required — if Required, reps must pick a value before they can save the lead. If Not required, the field is optional.

• Scope — All Events (the qualifier is available at every event) or Specific Events (only available at the events you assign).

• Status — Active (in use) or Archived (hidden from the app, not deleted, can be restored).

The Qualifiers tab shows a table of all your qualifiers with these properties at a glance, plus when each was last updated and an Action menu for editing.

What qualifier values do once mapped

Each qualifier value can be mapped to a field option in your MA tool:

• In a Marketo or Pardot picklist — Mobly sends the value, the MA tool stores it in the picklist field

• In an open-text field — Mobly sends the value as a string; useful when picklist options change frequently and you'd rather not maintain rigid mappings

• In a multi-select field — for qualifiers in Multiple mode, Mobly sends all selected values, joined by your event name separator (comma or semicolon, configured per integration)

You configure the mapping in the wrench icon on each qualifier row, or via the Action → Edit menu.

Creating a qualifier

1. Go to Integrations → [your MA tool] → Qualifiers

2. Click + Add Qualifier in the top right

3. Name the qualifier, pick Single or Multiple, decide if it's Required, and choose All Events or specific events

4. Add qualifier values (the options reps will see)

5. Map each value to the right field option in your MA tool

6. Save

The qualifier appears immediately in the Mobly app for the events you assigned it to.

Editing or archiving

From the Action menu on any qualifier row:

• Edit — change name, values, mode, required-ness, scope, mappings

• Archive — hide from the Mobly app without deleting (toggle the Archived filter at the top of the table to see archived qualifiers)

• Delete — permanent. Use with care.

Re-ordering: drag the handle on the left of any row to reorder how qualifiers appear in the Mobly app. Reps see them in this order when qualifying leads.

Single vs Multiple — when to use which

Single is right when there's one correct answer per lead — Lead Type, Approval Status, Follow-up Decision. Forces clean data, easy reporting.

Multiple is right when a lead can legitimately fall into more than one bucket — Interests (product A, product B, product C), Content Requested, Follow-up Channels (email, phone, LinkedIn).

Default to Single unless you have a clear reason to allow multiple — Single produces cleaner MA data and simpler reports.

Required vs Not required — when to use which

Required forces reps to pick a value before saving the lead. Use sparingly: only for qualifiers where every captured lead genuinely needs a value (e.g., Lead Type at most events). Over-using Required slows reps down and increases the chance they'll pick something arbitrary just to save the scan.

Not required is the default for most qualifiers. Reps fill in only when relevant.

All Events vs Specific Events

All Events — the qualifier shows up at every event in your org. Use for org-wide qualifiers (Lead Type, Approval Status).

Specific Events — the qualifier only shows up at events you explicitly assign it to. Use for event-specific qualifiers (Pickleball Raffle, ConfX Booth Demo, etc.). When the event is over, you can archive the qualifier without affecting other events.

Mapping qualifier values to MA picklist options

The wrench icon on each qualifier row opens the value mapping editor. For each Mobly qualifier value, pick the matching MA picklist option from the dropdown.

If a picklist in your MA tool doesn't have an option for one of your Mobly qualifier values, you have two choices:

1. Add the missing option in your MA tool — best when the value is a real concept your team uses outside Mobly too.

2. Map the Mobly qualifier value to an existing close-enough option — fastest when you don't want to expand the picklist.

Unmapped values trigger NO_TAG_MAPPING errors in Reconciliation. The wrench icon on a NO_TAG_MAPPING error row opens this same mapping editor pre-loaded with the affected qualifier, so it's a quick fix when a new value goes unmapped.

Best practices

• Keep qualifiers short. 4–8 values per qualifier. More than that and reps slow down.

• Match MA picklists 1:1 where you can. Easier mapping, fewer surprises.

• Use open-text fields when picklists change weekly. Fewer mapping breakages, at the cost of data hygiene on the MA side.

• Archive obsolete qualifiers instead of deleting. Lets you recover historical qualifier values if a customer asks "what qualifier values did this lead get at SaaStr 2024?"

• Review qualifiers quarterly. Field marketing teams accumulate qualifiers quickly. A periodic clean-up keeps the rep experience tight.

Related articles

• Field mapping — for non-qualifier fields (name, email, etc.)

• Reconciliation — where unmapped qualifier values surface

• Mapping campaign fields