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, budget, quick notes, anything you want recorded fast. Once a qualifier value is applied, it flows into your CRM and Marketing Automation tool as a mapped field (or, for Note Activity qualifiers, as an activity log entry), where it drives segmentation, routing, and automation downstream.

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

The capture flow

After a rep scans a badge or adds a lead manually in the Mobly app, they're shown the qualifiers your org has configured so they can classify the lead right there on the floor. The values they pick get synced to your CRM as mapped fields on the lead/contact object — your team can then segment, automate, and report off them.

Qualifiers marked Required block save until the rep picks a value. Qualifiers marked Important prompt the rep before close but can be skipped. Everything else is optional.

Designing your qualifier set

Different qualifier types fit different questions. Say you're an HR software company at a trade show. The questions your reps want to ask a prospect might map to types like this:

• What HR software are you currently using? → Picklist (Workday / UKG Pro / BambooHR / Ceridian Dayforce / Zenefits / Other)

• How large is your HR team? → Numeric with a unit label like people — supports downstream filtering by team size

• What are the biggest HR pain points? → Picklist with multi-select on (Payroll / Compliance / Recruitment / Performance Management)

• Are they currently in an active RFP? → Boolean

• Anything memorable from the conversation? → Note Activity — the rep types a short note that lands in the lead's activity feed with the event and timestamp attached

Work with your CSM to map each qualifier to the right CRM field. Picklist values map to CRM picklists, Numeric maps to number fields, Boolean maps to checkbox / Yes-No fields, Open Text maps to text fields, and Note Activity writes to the CRM as an activity or Note rather than a field.

How each type shows up downstream

• Picklist, Boolean, Numeric, Open Text — become fields on the lead's CRM record. Available for CRM filtering, list building, workflow triggers, reporting.

• Note Activity — becomes a timestamped activity on the lead's activity feed (and, if your CRM supports activity logging, on the CRM record too). Includes which event or activation the note was captured at.

The distinction matters when you're planning CRM automation — Note Activity data isn't a filterable field, it's a searchable log entry.

Using qualifier values to trigger automation

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

Some examples from our customers:

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

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

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

• When a lead's team size (Numeric qualifier) is over 500, route to an enterprise SDR.

• When a lead has Yes on the "Send whiskey?" Boolean qualifier, trigger a Sendoso workflow.

Related articles

• Configuring qualifiers — how to set up which qualifiers exist

• How to add a qualifier to a lead — the mobile rep flow

• How to configure qualifiers by event — per-event qualifier setup

• Per-integration qualifier mapping: Qualifiers (CRM) · Qualifiers (Marketing Automation)