Qualifiers

Qualifiers are how Mobly captures structured data about leads at events. Once mapped to your Marketing Automation tool, qualifier values flow into your MA records as fields — where they drive segmentation, program membership, and workflow triggers.

This article covers the MA-mapping side of qualifiers. For creating and configuring qualifiers themselves, see Configuring qualifiers.

Where the MA mapping lives

Every qualifier's MA mapping is controlled on the Integration tab of the qualifier's edit modal. Open the modal from Lead Settings → General → Qualifiers by clicking any qualifier row, then switch to the Integration tab.

Auto Create from your MA tool (Marketo only)

The fastest way to align a qualifier with your Marketo instance is to start from the Marketo field itself.

When creating a new qualifier, pick Auto Create on the type-picker screen. Mobly asks which Marketo object and field you want to mirror, then reads that field's shape and pre-fills the qualifier:

• Picklist fields → Mobly creates a Picklist qualifier with Marketo's picklist options pre-loaded and mapped 1:1

• Number / currency / percent fields → Numeric qualifier, with bounds pulled if Marketo specifies them

• Boolean fields → Boolean qualifier, with the True/False labels auto-adjusted to whatever Marketo uses

• Text fields → Open Text qualifier — with the option to convert to Picklist or Boolean before saving

Pardot doesn't support Auto Create — Pardot's API doesn't expose field metadata the way Marketo's does. For Pardot, pick the type manually and enter the values yourself.

Auto Create is a one-time fast-path, not a background sync. If the Marketo field's options change later, you'll need to update the qualifier's values in Mobly manually — or use Change field in the modal footer to remap.

How each qualifier type maps to your MA tool

Picklist

Each Mobly qualifier value maps to an MA picklist option. The Integration tab shows a dropdown next to each value where you pick the matching MA option.

For Multiple-selection picklists, choose a separator — comma or semicolon (default). Mobly joins the selected values with your separator and sends the string to your MA multi-select or text field.

Marketo Smart Lists sometimes expect specific delimiters when filtering on multi-value fields. Check your Smart List rules before picking a separator — mismatches quietly break segmentation.

Pardot doesn't have native multi-select; multi-values arrive as a joined string. Use pattern-matching filters (contains) when segmenting.

Boolean

Maps to an MA True/False or checkbox field. If the field uses Yes/No labels, the qualifier's labels auto-adjust to match — so what your reps see on the mobile app lines up with what shows up in your MA tool.

Numeric

Sent as a number to an MA number, currency, or percent field. The unit label ($, %, mi, etc.) is display-only in Mobly — the MA tool stores the numeric value.

Open Text

Sent as a string to an MA text or long-text field.

The Send as activity toggle in the Integration tab exists across all integrations, but MA tools don't have the same activity object as CRMs. In practice, on Marketo/Pardot this toggle isn't the primary way to log qualifier context — leave it off unless you're specifically using Marketo Interesting Moments hooked to Mobly-set fields.

Note Activity

Note Activity qualifiers write to the CRM as activity/Note entries by design. On the MA side there's no direct equivalent — the note lives in Mobly's activity feed and can be surfaced downstream via Marketo Program Membership rules keyed off the qualifier fact.

Reconciliation and unmapped values

Unmapped picklist values trigger NO_TAG_MAPPING errors in Reconciliation. Open a reconciliation error row and Mobly takes you straight to the mapping editor pre-loaded with the affected qualifier — quick fix when a new value goes unmapped.

Numeric, Open Text, Boolean, and Note Activity qualifiers don't produce mapping errors the same way (they don't have discrete values needing lookup), so most reconciliation traffic is picklist mapping gaps.

MA-specific notes

Marketo Program mapping is separate from qualifier mapping. If you want a Mobly event to enroll leads into a specific Marketo Program (analogous to CRM Campaign membership), configure that on the event's Sync Event bar — see Marketo Program sync. Qualifier mapping (this article) writes to fields on the lead record; Program membership writes to Program enrollment.

Pardot picklists don't enforce restrict-to-options the way Marketo does. Mobly will send whatever value the mapping resolves to; Pardot will accept it whether or not the picklist option exists. Watch for silent data drift.

Marketo field name limits. Marketo field API names have length limits (~30 for the SOAP name). Custom fields you create for Mobly-specific concepts (Mobly First Capture Date, Mobly Event) should be created in Marketo with mindful naming.

Best practices

• Auto Create from Marketo when you can. It guarantees 1:1 alignment on picklist options and saves manual mapping work. Only works for Marketo, not Pardot.

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

• Use Open Text when picklists change frequently. Fewer mapping breakages at the cost of MA-side data hygiene.

• Pick your multi-select separator to match Smart List / dynamic list rules. Marketo Smart Lists and Pardot dynamic lists can be picky about delimiters.

• Archive obsolete qualifiers. Historical values stay queryable in Mobly.

Related articles

• Configuring qualifiers — the primary qualifier setup guide

• How to use qualifiers to manage leads — downstream automation examples

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

• Reconciliation — where unmapped qualifier values surface

• Mapping program fields — Marketo Program enrollment