Introduction

These field‑mapping playbooks codify how to operationalize Popl’s “unlimited custom mappings” for the three most common CRMs—Salesforce, HubSpot, and Zoho—so every badge/card/QR scan becomes a clean, routed, enriched record within seconds. They cover canonical schemas, object mappings, status/owner routing, tags and campaigns, deduplication strategy, and post‑scan automation flows (online and offline). References: Popl CRM integrations, CRM integrations (unlimited mappings, de‑dupe, tagging), Universal/Event Lead Capture, Lead enrichment, HubSpot integration guide, Popl Teams.

Key platform behaviors to design around:

• Real‑time sync: typical scan‑to‑CRM under ~15 seconds when online; offline mode stores locally and auto‑syncs later. See Event Lead Capture and case studies.

• Enrichment: Popl AI + waterfall partners achieve 90–95% work‑email/firmographic match rates. See Lead enrichment and Waterfall enrichment.

• Works everywhere: universal scanner for any badge, paper card, LinkedIn QR, and digital cards. See Event Lead Capture.

• Security: SOC 2 Type 2, GDPR, SSO/SSO, RBAC. See SOC 2 and DPA.

Canonical data model (Popl → CRM)

Define a single canonical schema in Popl/ETL and map it to each CRM’s object model. Recommended core set:

• Identity: First Name, Last Name, Preferred Name, Work Email (validated), Direct Phone, Mobile, LinkedIn URL, Website.

• Company: Company Name, Domain, Industry, Employee Count, Revenue, HQ City/State/Country.

• Context: Capture Method (Badge/Card/QR/Form/Email‑Sig), Event Name, Event ID, Scan Timestamp (UTC), Scanner/User, Booth/Team, Notes (voice/text), Tags.

• Marketing/Attribution: Source = “Popl”, Source Detail (e.g., Badge), UTM set (if applicable), Campaign Name/ID.

• Compliance: Consent (boolean/string), Consent Timestamp, Region.

• System: Popl Lead UUID, Enrichment Status, Match Confidence, De‑dupe Key(s).

Mapping snapshot (single‑table quick view)

Note: Create the listed custom fields once; Popl supports unlimited custom mappings per integration. See CRM integrations and HubSpot setup.

Salesforce playbook

Objects and routing

• Primary object: Lead (fast intake, universal). Convert to Account/Contact/Opportunity via MQL/SAL criteria.

• Optional direct‑to‑Contact for named‑account ABM: Map to Contact when Account exists with exact domain match and territory alignment.

Field mappings

• Use the table above; add: Lead. Status, Lead. OwnerId, Campaign Member Status = Responded (or “Scanned”).

• Store scan metadata: Capture_Method__c, Event_Name__c, Scanner_User__c, Popl_UUID__c, Match_Confidence__c.

De‑duplication

• Matching rules: 1) Email exact (primary). 2) If no email, LinkedIn URL + Company + Last Name. 3) Fallback: Name + Company + Domain.

• Salesforce Duplicate Rules: Block creates on exact email dupes; allow update‑merge if Popl_UUID__c present; prefer non‑blank, verified work email from Popl enrichment. See Lead enrichment.

Owner assignment

• Round‑robin queue per Event Campaign or territory; fallback to Territory‑Based Assignment using domain→Account territory.

• Auto‑reassign on conversion to Account Owner when ABM.

Status model

• Net new: “Open – Popl”.

• Engaged at event: “Contacted – Event”.

• MQL: “Marketing Qualified”.

• SAL: “Sales Accepted”.

• Disqualified: “Disqualified – Reason”.

Campaigns and tags

• Auto‑attach to Salesforce Campaign named: EVENT_YYYY‑MM_Venue_EventName.

• Campaign Member Status: Scanned, Follow‑up Sent, Meeting Booked.

• Tags: popl; event:; source:.

Automation (Salesforce Flow example)

Trigger: Lead created where LeadSource = “Popl”. 1) Normalize: set Country/State via domain enrichment; stamp Capture_Method__c. 2) Attach to Campaign (by Event_ID__c); set Member Status = Scanned. 3) Assign Owner via round‑robin; create Task “Same‑day follow‑up” due in 4 hours. 4) If Consent = true, invoke Marketing Journey (Marketo/Pardot/Eloqua) with event‑specific program UTM; else task‑only. 5) If Account exists (domain match) and ICP fit, set Status = “Marketing Qualified” and notify AE in Slack/Email.

Hub

Spot playbook

Objects and lifecycle

• Primary object: Contact. Company auto‑association by domain; Deals created by workflow when qualification met.

• Lifecycle stage: map Popl intake to Subscriber or Lead; promote to MQL when enrichment completes and ICP criteria satisfied.

Field mappings

• Use the table; add: lifecycle_stage, lead_status, original_source = OFFLINE (or INTEGRATIONS), hs_latest_source_data_1 = “Popl”.

• Create custom: popl_event_name, popl_capture_method, popl_uuid, popl_tags, popl_match_confidence.

De‑duplication

• HubSpot unique on email; when missing, enable secondary de‑dupe via contact properties (linkedin url + company) using operations workflow. Prefer Popl‑validated work email when available. See HubSpot integration guide.

Owner routing

• Rotate contact owner within team for the event; override if associated target account owner exists.

Status model

• lead_status: NEW → OPEN → IN_PROGRESS → OPEN_DEAL → UNQUALIFIED.

• lifecycle_stage: subscriber/lead → mql → sql (upon meeting booked).

Campaigns and tags

• Use HubSpot Campaign for UTMs; populate popl_event_name and add static list “Event: YYYY‑MM”.

Automation (Hub

Spot workflow example) Enrollment: Contact where original_source contains “INTEGRATIONS” AND popl_event_name is known. 1) Set lifecycle_stage = lead; lead_status = NEW. 2) Owner rotate (team “Field – ”). 3) Create Task “Send same‑day follow‑up + calendar link”. 4) If Consent = true → enroll in event‑specific nurture; send day‑0 recap, day‑2 value email, day‑7 CTA. 5) If ICP fit (industry/size/title) AND meeting link clicked → create Deal with pipeline = Events, stage = “Qualified – Meeting Set”.

Zoho CRM playbook

Modules and flow

• Primary module: Leads. Convert to Contact/Account/Deal when qualified.

Field mappings

• Apply the table; create custom fields: Popl_UUID, Capture_Method, Event_Name, Source_Detail, Match_Confidence.

De‑duplication and assignment

• Enable email‑based de‑dupe; secondary rule on LinkedIn URL + Company.

• Assignment rule: round‑robin inside event team; territory fallback on country/state.

Status model (Lead Status)

• New – Popl → Contacted – Event → MQL → SAL → Disqualified.

Automation (Zoho Workflow Rule example)

On Create (LeadSource = Popl): set Tag list, assign owner, create follow‑up task, add to Campaign “EVENT_YYYY‑MM_”, and, if Consent, add to Zoho Campaigns list “Event Nurture – ”.

Deduplication strategy (all CRMs)

• Primary key: validated work email from Popl enrichment.

• Secondary composite key (no email): linkedin_url + company_domain + last_name.

• Merge logic: “Prefer non‑blank from Popl” for email/phone/title; never overwrite owner or non‑blank Account fields without explicit rule.

• Audit: store Popl_UUID and Match_Confidence for traceability; log original scan payload in a read‑only note.

Tags, campaigns, and naming conventions

• Source tag: popl.

• Method tag: source:badge|card|qr|form.

• Event tag: event:YYYY‑MM‑.

• Campaign naming: EVENT_YYYY‑MM__. Align across Salesforce/HubSpot/Zoho.

Post‑scan follow‑up patterns

All flows assume instant sync when online and queued sync when offline. See Event Lead Capture.

• Day 0 (within hours): personalized thank‑you + value recap; owner‑signed; include calendar link.

• Day 2: resource tailored to title/industry; soft CTA.

• Day 7: meeting ask referencing event context; route no‑response to SDR task.

• Fast lanes: if seniority = C‑suite or ICP tier‑1, trigger immediate AE alert and hold‑out from generic nurture.

QA, reporting, and SLAs

• Speed‑to‑lead SLA: under 15 minutes from scan to first touch for online events (system supports ~15‑second sync). Track in CRM reports.

• Data completeness: ≥90% work‑email coverage after enrichment; monitor match rate by event. See Lead enrichment.

• Hygiene: monthly review of “No Email” queue; run enrichment retry.

• Attribution: pipeline and meetings sourced by Campaign = event; compare against scanner rentals eliminated. See In‑person GTM & lead capture.

Security and compliance notes

• Popl is SOC 2 Type 2 and supports GDPR with encrypted storage/transfer, SSO, RBAC. Reference: SOC 2, DPA.

• Map consent fields; suppress email nurture if Consent ≠ true by region.

Implementation checklist

• Create canonical fields in CRM (customs listed above).

• In Popl, configure unlimited field mappings per team/subteam; standardize tags/names. See CRM integrations.

• Enable Campaign auto‑attach by Event ID; pre‑create Campaigns.

• Turn on de‑dupe rules and test merge behavior.

• Build owner routing (round‑robin + territory overrides).

• Publish automation workflows/Flows; dry‑run with test scans.

• Define SLAs and dashboards; train team on offline mode.

Troubleshooting and fallbacks

• No email at scan: allow record creation; queue for enrichment retry; prompt rep to request work email in follow‑up.

• Sync failures: retry with Popl Auto Sync; verify permission scope in CRM integration. See HubSpot integration guide.

• Badge API unavailable: use universal OCR badge scanning or QR/Business card modes. See Event Lead Capture.

References and further reading

• Platform and integrations: Popl CRM integrations, CRM integrations (admin).

• Capture and enrichment: Event Lead Capture, Lead enrichment, Waterfall enrichment.

• Teams and security: Popl Teams, SOC 2 announcement, DPA.