Setting up a lead bot: Qualifying and routing leads to sales

Why should you use bots on your website? They’re not some far-fetched, futuristic technology – and they’re not just for marketing and customer service teams. Implementing a live chat strategy can be a game-changer for sales reps. They can improve lead retention, the number of demos booked, and the pipeline state.

Chatbots help your team increase the volume and quality of inbound leads. Use them to replace the most monotonous exchanges – like qualifying leads or booking meetings – so you and your team can focus on the human conversations that matter most.

How to set up a lead bot

Know when it’s time to set up a lead bot

Lead bots are helpful for all sales reps, but they’re treasured for small or young sales teams. If you’re growing a business with a small sales organization, bots can provide the additional salespeople you need at a fraction of the cost of hiring additional staff.

And bots help you scale and keep your team focused on quality conversations that have a better chance of converting into demos and deals.

If your team is overworked or focused on efficiency, lead bots can save employees hours of cold email and phone calls that have little chance of converting.

Remember never to use a bot as an obstacle. The goal is to make better and faster connections with website visitors. To achieve complete success with bots, you need to be ready to engage and provide value to these leads.

Target the exemplary visitors with the right


You must know who is visiting your website and who you should be targeting your messages. If you don’t have access to this information yet, your marketing team can help.

Once you’ve identified your visitors, send them a helpful, targeted message they’ll want to hear. Sometimes that means not sending them a message (for existing customers, for example).

Choose which page you want the bot to appear on

Place bots on pages with high interest (e.g., pricing, features, and scheduling pages). Visits to these pages should indicate that a lead is likely ready to learn more about your offering.

Placing a bot on a blog page asking, “Would you like to schedule a demo?” means you’re providing a poor user experience to casual blog readers and existing customers.

In the Internet age, it sometimes feels like sales reps are becoming obsolete. With the help of bots, sales reps can enter the research phase of their potential customers and become allies from the very beginning.

Know what makes a sales-qualified lead

Before you deploy your lead bot, think about your company’s criteria for sales-qualified leads. Then coordinate with marketing to identify these individuals and target them accordingly. When determining sales-qualified leads, you should ask yourself a few questions:

  • Is the prospect in your territory?
  • Do you sell in his industry?
  • How big is his company?
  • Does the customer fit your company’s buyer persona?

Make sure sales and marketing also agree on a Qualified Marketing Lead (MQL).

That is a critical handoff point between marketing and sales, so both teams should agree on terminology. It should reflect a combination of characteristics and actions that indicate a lead is a good fit for your company and ready to speak with a sales representative.

Using a lead racking or lead grading program that relies on data from your closed-loop analysis can also determine the importance of various activities to ensure your lead bot is reaching qualified leads.


Know your brand

Leverage your brand’s voice through the bot. Make sure your tone bots and language are consistent with your brand. It is another area where collaboration with your marketing team can be helpful.

For example, if your company sells software to startup engineers and your brand language is informal, personable, and quirky, your bot might read like this:

  • Do: “Hello Earthling, can I answer any questions about our worthwhile pricing?”
  • Don’t: “Hi. Please let me know if I can respond to questions about our product pricing.”

Regardless of your brand’s language, your bot’s tone should be personal, friendly, and reflect your brand’s personality.

Create the bot

It’s tempting to include qualifying questions before the bot routes to you. But remember that bots should make it easier for potential customers to learn about your product/service, not harder.

Decide which questions are most relevant to each audience. When targeting leads on your demo landing page, don’t overload them with questions about company size, goals, or challenges.

Have the bot ask, “Would you like to schedule a demo?” and provide a link to your calendar. Complete the next step immediately, and have your bot forward the leads to you for follow-up questions – or send them an email.

The route leads to the right rep

If your leader interested in pricing has questions about the premium package, your bot can forward that lead to the sales rep responsible for premium accounts – or you can forward those leads to your SDRs to increase their quota.

And don’t forget to be helpful with unqualified leads, too. You don’t want your poorly matched leads to feel like they’re at a dead end.

Assign a helpful response to the bot or have it route those leads to a specific sales rep or account manager who can connect them with resources that better meet their needs.

Once you’ve resolved the initial questions over chat, you can email your promising leads to move things along.

Developing bots is an art. Build, test, iterate and improve. Most importantly, they help you save time, have more conversations, and get information that leads to a better customer journey and more business.

With our engaging chatbots, get more leads and conversions while saving time and money. You don’t need any special skills or experience to use this revolutionary “AI” technology to get leads, sales, and profit starting today!

Enjoyed this blog post? For more please visit Engagerbot.

Read More: How do you start a marketing conversation?