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How to use qualifiers to manage leads

Qualifiers let reps capture structured data about leads at events with a single tap — lead type, follow-up intent, product interest, anything you want recorded fast. Once a qualifier value is applied, it flows into your CRM and Marketing Automation tool as a mapped field, where it drives segmentation, routing, and automation downstream.

This article is about using qualifiers during capture and downstream. For setting up which qualifiers exist and what values they contain, see Configuring qualifiers in Lead Settings. For mapping qualifier values to specific CRM/MA fields, see the per-integration Qualifiers articles.

After you scan a badge in the Mobly app, you're shown the qualifiers your org has configured so you can classify the lead you just met. The values you pick get synced to your CRM as mapped fields on the lead/contact object — your team can then segment, automate, and report off them.

For example, if I were an HR company, I might ask the following questions to my leads at my upcoming trade show.

  • Are you currently using any HR software? If so, which one?

  • How large is your HR team?

  • What are your biggest HR pain points?

  • What products are you most interested in?

You can set up qualifiers in Mobly to align with these qualifying questions and give your reps an easy way to segment leads and streamline CRM automation right from the tradeshow floor. Your qualifiers might look like this:

  • Current HR Software: Workday, UKG Pro, BambooHR, Ceridian Dayforce, Zenefits

  • HR Team Size: 1 - 5 people, 6-20 people, 21-100 people

  • Pain Points: Payroll, Compliance, Recruitment, Performance Management

  • Product of Interest: Employee Self-Service, Time Tracking, Performance Reviews

Working with your Mobly CSM, you can then map each qualifier to a field on the lead object in your CRM.

Using qualifier values to trigger automation

On the CRM side, you can use flows to automate any marketing and segmentation processes you want based on those Mobly qualifier fields.

Some awesome examples we've seen our customers set up are:

  • When a lead is added with "Hot" as their lead score, assign the lead to a specific AE and add a task to follow up.

  • When a lead is added with "Payroll" as their product of interest, send the payroll product email to them customized with their name.

  • When a lead is added with "West" as their territory, add the lead to the west queue of leads.

  • When a lead is added with "Large" as their shirt size, trigger an order for a company-branded shirt in that size to be sent.

  • When a lead is added with "Yes" as their response to the "Send whiskey?" qualifier, trigger a Sendoso workflow to send a branded whiskey gift set.

Related articles

PreviousHow to update leads in the HubNextConfiguring qualifiers in Lead Settings

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