Field Mapping in Insent

Pre-requisites: You should have 'Read' and ‘Write’ access to the 'Integrations' resource set to map Insent field objects to your MAP or CRM.

Insent closely integrates with the entire MarTech stack - HubSpot, Marketo, Salesforce, and Pardot. Field Mapping enables you to map source fields from your MAP and CRM with the Insent lead object.

Connecting your MarTech stack with Insent allows you to use Contact, Lead, Company, or Account data from your MAPs and CRMs to personalize the experience for your visitors. It helps you set up custom conversations based on audience rules that trigger based on specific field values or based on list membership.

You can create leads or update existing lead information in your MAP/CRM based on field mapping in Insent Map multiple sources to Insent and rely on your highest quality data to target and personalize experiences.  

Insent Lead object

Insent defines an object called the Insent lead object that contains a list of default and custom field attributes that can be mapped with different applications.

Default field attributes or Insent fields: These are a list of Insent fields pre-defined for you to capture and map essential lead information. These can be found in the  Appendix section of this article.

Custom field attributes or Custom fields: These refer to Insent fields that you can create to store specific lead information. Custom fields help you enrich your visitor profile in your MAP/CRM based on your organization’s requirements.

How to create a Custom Insent Field?

You can create a custom Insent field attribute from the Field Mapping settings → Add field option. Enter a custom field name that you would like to create from the ‘Insent field name’ drop-down, and you will observe an option to create a custom field.

After successfully creating a custom field attribute, you can use it for field mapping, targeting, or personalization across Insent.

Note: Two fields cannot have the same Insent field name.

How does Field Mapping enable your organization?

  • After successfully integrating your MAP or CRM with Insent, source fields from your tools will be available within Insent.
  • Mapping all your MAP and CRM fields to the Insent Lead Object will help you set up granular targeting based on audience rules or personalize experiences for your visitors.
  • You can map as many source fields as you like to a single Insent field, this helps ensure that you always use the best quality data for setting up conversational experiences. 
  • Setup Priority rules after field mapping to ensure the richest and the most relevant data source is leveraged for ABM efforts.
  • For cases when you have do not have any data for a specific field in a CRM/MAP, setup priority rules that help you use values from other platforms.
  • Create more in-depth audience segmentation and setup better personalization for your visitors by leveraging data from multiple platforms.
  • Update fields seamlessly across different platforms whenever data is updated in Insent fields.

Setup field Mapping in Insent

Go to  Settings → Integrations and locate the Field Mapping tab. The Field Mapping tab allows you to map all your fields from Hubspot, Salesforce, Pardot, Marketo, etc., to the Insent lead object.

You can view the list of existing mapped fields in the Field Mapping tab.

Add source fields to be mapped to the Insent lead object from the ‘Add Field’ button. 

After clicking the ‘Add field’ button, a pop-up screen will open up. You can map fields from your CRM and MAP to the Insent field object on this screen.

You can choose a default Insent field from the Insent field name dropdown or create a custom field from the same dropdown.

Choose the source fields from your MAP or CRM and list them in the order of priority. You can map one or more fields to an Insent field at a time.

Note: You can currently map a MAP or CRM source field to only one Insent field.

The fields are mapped in the order of priority in the field mapping pop-up. The number listed next to each field under the ‘Source field name’ indicates the order of priority, the number  1 indicates 1st priority, 2 indicates 2nd priority, etc.

The order of priority influences which field is prioritized by Insent for targeting and personalization. More on priority rules in the next section.

Click 'Save' to complete mapping fields. You should see a notification that your field mapping is successful.

You can change the priority order of the mapped fields by re-ordering fields on the field mapping page. 

How do Priority Rules work?

Insent allows you to define the order of priority that governs how data is read from your source fields. The data available in the first priority field will be considered by default for targeting and personalization through the mapped Insent field.

If the source field in the first priority is empty, then the source field value in the second priority will be read by the Insent field object and used for targeting. Similarly, if the first and second priority fields are empty, the third priority field is read and used for targeting.

Priority rules in Insent help ensure that your highest quality data is used for visitor segmentation in the Audience tab, where you can use accurate information for targeting visitors.

Mapping multiple fields and arranging them in the order of priority will ensure that the right data is used for personalization through Greeting messages or Condition-based rules in the Conversations builder.

What is the 'Overwrite' option next to each field?

Turning on the ‘Overwrite’ option enables you to write data captured in Insent to your MAP or CRM fields. 

Important: 'Overwrite' option should be turned on for the 'Email' Source fields for all active integrations. If 'Overwrite' is not enabled for the 'Email' source field for a specific integration, then no other mapped fields for the integration will be written back, and lead creation will not be.     

Specific source fields are required to be mapped for lead creation to be successful in different platforms. A list of Source field mappings required for lead creation is mentioned in the Appendix section of this article.

Filters in Field Mapping

Filters in Field mapping

You can identify an existing source or destination field mapped to an Insent field through the filter option. The source field filter allows filtering by the name of the Integration - Marketo, Hubspot, Salesforce, or Pardot.

An Example

Exercise: Let’s map the ‘First Name’ from Salesforce and 'First Name' from Pardot with the Insent 'First Name' field.

If you have an active integration with Salesforce and Pardot, you should see the fields show up in the ‘Source field name' drop-down list.

Choose the 'First Name’ (Salesforce Lead) field and map that to the Insent First Name field. This field will have the first priority.

Next, to map the ‘First Name' field from Pardot, select the ‘Add new source’ option. Choose the ‘First Name' field from Pardot. The Pardot 'First Name’ field will have the second priority.

Enable the ‘Overwrite’ option for both Salesforce and Pardot First Name fields.

You will notice that the source fields are mapped in the order of priority, with Salesforce set to the first priority and Pardot set to the second priority. You can always change the order of priority of source fields by re-ordering them on the field mapping page, as shown below.

After Field Mapping: What Happens?

Identity Resolution based on Cookie

  • The identity of a visitor is resolved based on the Cookie for Pardot, HubSpot, and Marketo integrations.
  • Visitor data is automatically populated to the mapped Insent fields based on the Lead information in MAP.

Identity Resolution based on Email submitted in Insent

  • When a visitor manually submits an email through Insent, their identity is resolved from the configured integrations.
  • Information about the identified visitors is read from the integrated platforms, and the data is read based on priority rules set up in the field mapping.

Reading from MAP/CRM

  • Source fields are read in the order of priority that they are mapped to an Insent field.
  • Source fields will be read even if 'Overwrite' is disabled for a specific source field.

Writing to MAP/CRM

  • Mapped Source fields are updated immediately as soon as new data is captured by the bot or through a visitor profile update by an agent.
  • Mapped Dynamic Insent fields are updated in the MAP/CRM in 60-second intervals.
  • If there are multiple fields mapped to an Insent field with the ‘Overwrite’ option set to Active, then the data is written back to all the mapped fields in all systems.

Lists Available in Audience

  • Static and Smart Lists are available immediately in the Audience rules list after the integration process is complete.
  • HubSpot, Marketo, and Pardot Lists can be used for audience targeting in Insent.

Please feel free to reach out and connect with our support team for any further questions on or Chat with us!


List of default fields in Insent 

All of the below Insent fields are of the  ‘STRING' data type. Please ensure you map them to corresponding 'STRING' type fields in your MAP/CRM.

  • First Name
  • Company
  • Last Name
  • Email
  • Phone
  • Address
  • City
  • Region
  • Country
  • Photo
  • Job Title
  • Insent_Updated(true)

List of required mappings for Lead/Contact creation:


Fields that should be mapped to Insent fields

Salesforce Lead Email (Salesforce Lead)
Company (Salesforce Lead)
Last Name (Salesforce Lead) 
Salesforce Contact Email (Salesforce Contact)
Last Name (Salesforce Contact) 
HubSpot Lead Email (HubSpot Lead)
Marketo Lead Email (Marketo Lead)
Pardot Lead Email (Pardot Lead)

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