Salesforce - Integration

Purpose-built for Salesforce, the Qualified Platform requires an org-level connection to your Salesforce instance. 

• Connecting Qualified to Salesforce
• Testing in Salesforce Sandbox
• Mapping data to Salesforce
• Configuring Campaigns & Attribution
• Creating Target Account Lists
• How Qualified Matches Visitors to Salesforce Accounts

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Connecting Qualified to Salesforce

One of the very first steps to getting set up with Qualified is to connect to your Salesforce org. This is not only going to allow for you to map over your visitor fields to create new Leads, but will also allow you to pull information from Salesforce to personalize your visitor's experiences. 

Create Your Integration User in Salesforce

Pick Your Salesforce Integration User Strategy

You need to connect an org-level Salesforce user to Qualified, which is the primary connection for Salesforce API calls and syncing data between Qualified and Salesforce. All pushes from Qualified to Salesforce are made using your Qualified org-level user account. The type of Salesforce user linked to Qualified impacts how records, like Leads, are associated with your sales reps’ own personal-level Salesforce accounts. 

We strongly recommend creating a dedicated, Qualified-only Integration User with a fine-grained permission set. This enables more robust reporting because it ensures all record changes by Qualified are properly attributed to Qualified.

You may prefer to connect a Shared Integration User or use an existing Individual User. Here’s more about each:

Create Salesforce Integration User

When you’re ready, create the Salesforce user account for your Qualified integration. We recommend assigning the System Administrator profile or an Integration User License.

If you plan to use an API license for your Integration User, please note that you will have to initially authenticate using a System Admin license and then change the license type after authentication is complete.

Connect Your Salesforce Integration User to Qualified

To connect your Salesforce and Qualified accounts:

1. Log in to your Qualified admin account

2. Go to Settings → Integrations → Salesforce → Connection.

3. In the “Org-level account” section, click Connect to Salesforce.

4. Enter the login details of your org-level Salesforce integration user.

5. Click Log In and follow the verification prompts.

If you have trouble connecting, you may need to allow our IP addresses. A Salesforce admin will need to allow these static IP addresses:

• 34.236.78.183
• 52.20.17.105
• 3.92.37.95

Qualified uses an Oauth connection to allow access to your Salesforce data. For more information, click here.

Sales reps will need to connect their Personal-level Salesforce accounts after the org-level Salesforce connection is complete. Reps using Qualified do not need specific object permissions in Salesforce. The connection ensures records, like Leads and Contacts, are correctly assigned and attributed to the sales rep that interacted with a visitor using Qualified. 

Grant Your Integration User Permissions in Salesforce

If you decide to assign the integration user a custom profile, rather than the System Administrator profile, you need to manually update the Salesforce permissions.

Qualified Conversations

There are several object permissions to grant the new Integration User. From User Detail in Salesforce, check Marketing User and click the Profile name to customize it further. Assign these permissions:

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Next, edit these additional permissions:

• Check Access Activities.
• Check Edit Events and/or Edit Tasks
  • By default, Qualified will create an Event when a Lead or Contact chats with a rep or chatbot or books a meeting (see Salesforce Events & Playback URLs)
  • Qualified can also create Tasks in addition to, or in place of, the default Event creation. Connect with your Qualified Succes Architect to learn more about creating Tasks in Salesforce.
• Check API Enabled.
• Within Field-Level Security, verify that the Campaigns object’s Active field checks Read Access. 
• Verify that View and Edit Converted Leads is unchecked.

If you're on the Enterprise plan using our Related Object Filtering, you will need Read permissions to all of the related objects and fields you want Qualified to be able to filter by. This feature expands capability to allow all related objects and available fields to be used as filters for routing and to serve more specific experience to your visitors. 

Qualified Signals

For Qualified Signals, assign all of the permissions above and add Create and Edit access to Accounts. If you already implemented Qualified Conversations and are now expanding to Qualified Signals, update the same Integration User’s permissions to add Create and Edit access on Accounts.

Sync in Qualified When Salesforce Field Values Change

If you change a Lead, Contact, Account, or Opportunity field value, you will have to sync the fields in Qualified. This is required so that Qualified recognizes your Salesforce updates. If you don’t do this, Qualified may not see the most up-to-date field values.

To sync your Salesforce fields:‍

1. Log in to your Qualified admin account.

2. Go to Settings → Integrations → Salesforce → Connection.

3. Click Update Fields.

While the button above helps update Qualified when you change your Lead, Contact, Account, and Opportunity objects, Qualified also automatically syncs with Salesforce at a regular cadence to check for other field updates. By default, this sync occurs every 15 minutes, but admins can customize the cadence of this sync as required.

Note that this sync will affect automations, such as adding Salesforce campaign members to email campaigns.

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Testing in Salesforce Sandbox

If you have a Salesforce account, most likely you also have a test sandbox environment. Sandboxes are mainly used to create multiple copies of your production environment, so that you have an exact replica of your production environment without affecting your live data during your test period. 

If you don’t already have a sandbox, you can easily create one by following the steps outlined in the Salesforce help documentation. You can also view what types of sandboxes are available on the Salesforce help site.

Salesforce Sandbox testing is a part of Qualified's Enterprise plan. If you are interested in this feature, please contact your Qualified Success Architect.

Connecting to Your Sandbox in Qualified

Once your sandbox is ready for testing, you can connect it to Qualified.com to begin your setup and testing.

1. Log in to your Qualified admin account.

2. Go to Settings → Integrations → Salesforce → Connection.

3. In the “Org-level account” section, click the Or connect to sandbox link under the blue button.

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You’ll also notice on this page that there are two places where you’ll need to connect to your Sandbox: Connecting with a Personal account and Connecting with a Team level account. 

The first is a personal user account for each sales rep using the system. The personal user accounts are used by each rep when creating Salesforce objects such as leads or contacts. 

Each user in your org will need to connect using their own personal Salesforce credentials. Most likely for your sandbox testing, however, you won’t need to connect all reps at this time and can wait until you’re using your Salesforce production environment.

The second connection is a team-level account and it’s used by the system to read and write data as necessary. You can create a user specifically for the Qualified integration or use an existing integration user that has full rights.

To learn more on how these two connections work together visit our documentation on connecting to Salesforce Production as this information is the same.

Limitations of Sandbox Connections

There are some limitations to using the Sandbox for testing and connecting to Qualified. 

• When using a Sandbox connection, you cannot have campaign attribution; you won't be able to create campaign members from lead or contact records.

• If you create fields and map them in Qualified and your sandbox, these fields do not exist in your production environment. As such, your mappings will most likely fail. Check to make sure that all fields are created in your sandbox and production before going live.

Recommended Tests in Sandbox

• Create a new lead through a chatbot experience and create a lead through the Qualified app.
• Verify that the new lead created by Qualified is assigned to the expected sales rep.
• Update an existing lead via mapped field values through a chatbot experience and the Qualified app,
• Update existing contacts via mapped field values through a chatbot experience and the Qualified app.
• Ensure Salesforce events are logged on leads and contacts for conversations and meetings booked.

Once the above testing scenarios are completed, promote your Salesforce team-level connection from sandbox to production. You’ll see the option to “Promote to Production” in your Salesforce connection area. 

When you press this button, we’ll keep your mappings in place but replace your credentials with your Production credentials so that it’s a smooth transition. The remainder of the Experience Build will be completed while you are connected to production.

Moving to Production

When you’re done with your testing in the Sandbox environment, you’ll now want to move to Production before you go live with Qualified. You’ll see the option to Promote to Production in your Salesforce connection area. 

When you press this button, we’ll keep your mappings in place but replace your credentials with your production credentials so that it’s a smooth transition. 

Make sure all of the fields that you’ve created within Qualified and tested in your sandbox also exist in your production instance. If they do not, your mappings will fail.

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Mapping data to Salesforce

Learn how to map data from Qualified to Salesforce so when sales reps use the application, they can create Leads, or update an existing Lead or Contact. We'll also explore how to map hidden fields into Salesforce for reporting purposes by your sales and marketing managers.

To get started, go to Settings → Integrations → Salesforce → Lead Mapping.

Mapping Data to Basic Required Fields

Many implementations start by mapping a basic set of information to Salesforce to create and convert Leads into an Account, Contact, and Opportunity. 

Let's start with the most basic required fields in Salesforce: name, email, and company. You'll notice when you first open this page that these lead fields are dynamically pulled in because they're required by default to create a lead in Salesforce. You'll now want to go in and select the visitor field in Qualified that will map to Salesforce.

If you don't see one of your Salesforce fields in this list, it means that the user you've connected to Salesforce with doesn't have access to that field. You can change this setting in Salesforce by navigating to Setup → Object Manager → Lead → Field → Set Field Level Security.

If you don't see the visitor field that you'd like to match up with your Salesforce field, select "Create Field" from the drop-down menu to create it.

Mapping Data to More Complicated Data Types

What's a data type? It is the "type" of data that a Salesforce field will accept in that field. In the basic example above, the field "Company" is a text field, meaning it will accept a string of characters, and the field "Email" is an email field, which means that it must contain a valid email address. Let's show an example of a more complex (and quite common) data type such as a picklist.

It's pretty common in Salesforce for fields like "company size" or "industry" to have a default set of values set by your Salesforce admin. As a result, when you map data into these fields, it's a good idea to only allow the values set by your Salesforce admin, and once you select the field from Salesforce the mapping automatically pulls in these values as shown here:

Fields Not Supported

There are some Salesforce fields that we cannot map into at this time:

• Lookup fields
• Multi-select picklists
• Formula fields

Mapping Checkbox Data to Salesforce

Mapping to a checkbox can be a bit more complex than other data fields as checkboxes are always true or untrue (checked or unchecked) and are often used to trigger workflows within your Salesforce instance.

Before mapping your checkbox, you'll notice two options during the data mapping process: default or fixed value. A default value allows you to map a value to the field only if the field is already empty. 

Because checkboxes in Salesforce are never empty (meaning they are always true or untrue), in most cases you'll not want to use this option in your mapping. Instead, the fixed value option will allow you to always override whatever is in the field in Salesforce with a predetermined value (in this case: true).

If you'd like to mark your checkbox as 'true', meaning you'd like to check it when a lead is created or updated in Salesforce, you must then select 'true' as your fixed value.

Mapping Hidden Field Data to Salesforce

It's a common practice to have some field values hardcoded when creating leads in Salesforce. This prevents your sales reps from setting these values manually and instead allows Qualified to set the values based on your rules.

The most common of these fields on the lead object is the lead source. Setting a hardcoded ("hidden") value to this field will tell you that the lead originated from a Qualified conversation on your website and can be used later by marketing managers and sales managers for reporting purposes.

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Configuring Campaigns & Attribution

Now that you’re familiar with campaign attribution and how it works within Qualified, you’ll want to get started setting up your campaign in Salesforce and your attribution mapping within Qualified.

Creating Your Campaign in Salesforce

To get started, create your Qualified campaign in Salesforce. This campaign is going to help you track your conversational marketing efforts, using your Qualified app.

When creating your Salesforce campaign, we recommend calling it “Qualified.com” to make sure that you can distinguish between a ‘qualified’ lead and our app, Qualified. 

There are a few other fields you'll want to look at when creating your campaign:

1. Type: Set the type to 'web conversations.'

2. Status: Most likely your campaign for Qualified will be ongoing, so you'll want to set the status as 'In Progress' for now.

3. Start & End Date: You can leave this blank or fill in the dates that you'd like to run this particular campaign.

Set up Campaign Attribution in Qualified

In order for Qualified to know which campaign you’d like to associate with your leads and contacts, set this up within Lead Mapping and Contact Mapping. To get here, navigate your way to Settings → Integrations → Salesforce → Lead Mapping and next, Contact Mapping.

On this screen you’ll see how to map information into your Salesforce fields from Qualified. Scroll down to the bottom and you’ll see Campaign Attribution. 

Once this is set, Qualified will now know which Salesforce campaign to associate your leads or contacts to by default.

Leads and Contacts are mapped separately, so you need to map both to your Qualified campaign. If you’d like to associate your new Pardot Prospects to a Pardot Source Campaign, you can do this in the Pardot Prospect mapping area, as well.

A Note on Lead Source

Setting your lead source is important to help you report on where your leads in Salesforce came from. Before finishing your Campaign Attribution setup, make sure that your lead source field in Salesforce is being populated by Qualified when a lead is created.

To do this, you’ll want to first browse to your Settings → Integrations → Salesforce → Lead Mapping area if you’re not already still there. 

From here, look for your ‘Lead Source’ field or select to create one as shown below. Once you’ve created the field, set your default value on that field to “Website Conversation” or "Qualified.com Conversation" so that later on in your reports you can determine how many leads were created specifically from Qualified.

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Creating Target Account Lists

Our Target Account Lists allows for you to create lists based on your high-value Accounts or Opportunities in Salesforce to later trigger specific Experiences or alerts for the visitors that belong to these Accounts and Opportunities as soon as they hit your site.

Getting Started

• Log in to your Qualified admin account.
• Go to Settings → Integrations → Salesforce → Target Accounts.
• Click the + Create new target account list button.
• Enter a name… for the list.
• Add the criteria using the Salesforce Account or Opportunity fields.

You can create lists based on any criteria in Salesforce including custom fields such as "Tier" or standard fields such as account owner or type. We recommend also creating a few lists for your open opportunities, allowing you to alert your sales team when one of their open opportunities is on the site.

Some common Target Account lists include open opportunities, diamond accounts, ABM accounts, and current customers.

Viewing Your List Details

To see the list, you’ll use the tab on the same page called “Accounts" where we'll show all accounts matching your list criteria. Click on this tab to see your accounts start to load onto the page. Next, add filter criteria in order for Qualified to populate your list.

Please note there is a limit of 50,000 accounts that can be on any list at one time. If your list is over 50,000 add more filter criteria to narrow it down.

Populating your lit might take some time to load as we sync over your account information and pull data from your Salesforce Instance.

It’s important to note that the domain names given here must be correct in order for us to match website visitors to your Target Accounts. If no domain name is provided here for your accounts, we’ll not be able to match visitors correctly and any experiences you’ve created specifically for these Accounts will not fire properly.

You can use any website address format that is valid, such as:

• http://qualified.com
• www.qualified.com
• qualified.com
• https://qualified.com
• https://www.qualified.com
• http://www.qualified.com

How We Handle Duplicate Accounts in Lists

When creating your Target Account lists, we’ll pull in information directly from your Salesforce instance based on the criteria that you’ve selected.

If there are multiple duplicate accounts, we’ll show them all in your list. For example, you’ll see in our example list below that our Salesforce instance has two Accounts that fit the criteria we’ve filtered on named “Voolith.” Both accounts are shown in the Target List.‍

When a visitor comes to the site from a company with a duplicate Account in Salesforce (like our Voolith Account above), we’ll do our best to match the visitor with the correct account in your Salesforce instance by:

1. First, look at which account has the most opportunities attached and use this account.

2. If there are no opportunities, we'll look at the account with the most contacts.

3. If there are no contacts or opportunities attached to the accounts we'll then use the account last modified in Salesforce.

Syncing from Salesforce

We'll sync your information from Salesforce every day at 12:00 am according to the time zone of Salesforce instance.

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How Qualified Matches Visitors to Salesforce Accounts

When a visitor arrives on your site, we use a few tools to decipher if they belong to one of your Target Accounts. This process, called "fuzzy matching," helps us identify their company domain name.

Fuzzy Matching

Fuzzy matching is a technique used in computer-assisted translation as a special case of record linkage. It works with matches that may be less than 100% perfect. We check several sources to identify the closest account match.

How Qualified Matches Accounts

Qualified matches visitors to  accounts by referencing their email address and reverse IP address lookup integrations:

1. If we have the visitor's email address and you have our Clearbit Enrichment integration, we'll use the company domain supplied by your data enrichment integration  (Company Field: Website).

2. If you do not have a data enrichment integration and we have the visitor email address, we will try to match the email address domain to the website domain in the account.

3. Finally if the email address is not available we look at the company domain that we get from Clearbit Reveal (Company Field: Website) or 6sense (Field: Website) based on the visitor's IP address.

If an account is a fuzzy match, this is highlighted within the Visitor 360:

If duplicate Salesforce accounts are found, Qualified follows logic to update only one account.