Leadspace MAP and CRM integrations utilize field mapping to determine which data points you would like to return to the respective systems. As part of this functionality, Leadspace now offers more ways to intereact with these fields and determine how and when you would like to update them with Leadspace enriched data.
System Integrations Affected
- Leadspace for Salesforce
- Leadspace for Eloqua
- Leadspace for Marketo
- COMING SOON: Leadspace for Hubspot
Default Behavior
The Leadspace default behavior for field mapping across MAP and CRM integrations has always had two main functionalities:
- If Leadspace has a value and your CRM/MAP has a value, the overwrite with the new Leadspace value
- If Leadspace has a value and your CRM/MAP has NO value, then overwrite with the Leadspace value
- If Leadspace has NO value and your CRM/MAP has a value, then leave the existing CRM/MAP value
The reasoning behind this behavior is that 'any value is better than no value' which can be true for some fields and situations, but not true for others.
New Behavior
The new overwrite options available for CRM and MAP allow the default behavior, and also add options for more overwrite logic giving users full control over how data is written to LS Custom fields in your CRM and MAP.
Here's a breakdown of the new options:
| Overwrite Option | How it Works | Notes |
|---|---|---|
| Always Overwrite | Leadspace will always overwrite the field value in your MAP/CRM with the Leadspace value, even if the LS value is blank. | This is the Leadspace recommended option for all LS fields in your MAP/CRM. It promotes overall good data hygiene in your systems because it ensures all LS fields will have the most up-to-date value, even if that value is NULL. |
| Never Overwrite | Leadspace will never overwrite the field value in your MAP/CRM. | This is best used as an ad hoc setting during database refreshes in your MAP/CRM, where you identify some fields that you want to keep as-is during the bulk Leadspace enrichment. Not recommended as a static setting on LS fields for field mapping |
| Only Overwrite When Leadspace Has a Value | This is the default behavior for Leadspace fields. LS will only overwrite a value in your MAP when enrichment yields a value. If there is an existing value in an MAP/CRM field and LS has no value, we will not overwrite | This is best used for customers who want to keep field mapping working as it has been. It ensures that LS will only overwrite an MAP/CRM value when LS has a value. If LS has no value for the field, it will not be overwritten. |
| Only Overwrite When Marketo Has No Value | Leadspace will only overwrite the field value in your MAP/CRM if the MAP/CRM field is blank. If there is an existing value in the LS field, LS will not overwrite | This is best used for LS fields that you want to keep untouched after the initial enrichment |
Examples
Here are some examples that outline how each of the overwrite options work:
Always Overwrite
- Existing Marketo field LS Person Email = jon.smith@company.com
- This record is run through Leadspace Enrichment and we find that we no longer have this email tied to the Marketo lead for Jon Smith
- Result #1: Leadspace will overwrite LS Person Email value jon.smith@company.com with a blank value
- 3 months later, you rerun this lead through enrichment and we now have a new email value for Jon Smith: jon.smith@newcompany.com
-
Result #2: Leadspace will overwrite the blank LS Person Email value with jon.smith@newcompany.com
Never Overwrite
- Existing Marketo field LS Person Email = jon.smith@company.com
- This record is run through Leadspace Enrichment and we find that we have a different email tied to this lead: jon.smith@newcompany.com
-
Result: Leadspace will not overwrite LS Person Email with the new value, and will leave the existing jon.smith@company.com as-is
Only Overwrite When Leadspace Has a Value (Default Behavior)
- Existing Marketo field LS Person Email = jon.smith@company.com
- This record is run through Leadspace Enrichment and we find that we have a different email tied to this lead: jon.smith@newcompany.com
- Result #1: Leadspace will overwrite the LS Person Email with the new email jon.smith@newcompany.com
- 3 months later, you rerun this lead through enrichment and this time, we find we have no email tied to lead Jon Smith
-
Result #2: Leadspace will not overwrite the LS Person Email with the new value, leaving the last value of jon.smith@newcompany.com as the LS Person Email value
Only Overwrite When Marketo Has No Value
- Existing Marketo field LS Person Email = blank
- The record is run through Leadspace Enrichment and we find that we have an email for this lead jon.smith@company.com
- Result #1: Leadspace will overwrite the blank LS Person Email value with jon.smith@company.com
- 3 months later, you rerun this lead through enrichment and we have a new email value for Jon Smith: jon.smith@newcompany.com
- Result #2: Leadspace will not overwrite the LS Person Email value and will leave the email as jon.smith@company.com
Implementation
To take advantage of these new options, we will need to update your field mapping in Leadspace for Salesforce, Eloqua and/or Marketo.
For Eloqua and Marketo, we have added a new column called "defaultValue" in the external field mapping file that was configured for your team during the initial MAP integration setup. This is where we can set one of the four overwrite values to each field:
For Salesforce, the field mapping is built into the app so you will need to upgrade to the latest Leadspace for Salesforce Version 6.37 to take advantage of the new options. You can then choose the options per field in the Account/Contact/Lead Output Mapping in the app:
Setup & Implementation
Please submit an inquiry to Leadspace Support or contact your Customer Success Manager directly if you are interested in learning more about the new overwrite options. We will setup a 30 min. call with you to answer any questions and go over the process and time needed to update your system's field mapping accordingly.