What’s this template for? This 👇 is a step-by-step guide for creating a custom bot, that accelerates your sales growth through capturing and qualifying leads for your sales team. Enjoy 😄 

Custom bots can easily capture and qualify leads for your sales team. They can also take care of the next steps, like assigning leads to the right teams, adding leads to your CRM, like Salesforce or HubSpot, and more. And, unlike other bots, you can send Messenger apps to encourage leads to take the next best step for them, like booking a meeting, registering for a webinar, signing up for a free trial and more.


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Here’s a sales qualification template "Automatically qualify leads" to get you started quickly:

Step 1: Engage visitors on your site 

The welcome path (path A) is the first message your custom bot will engage visitors with. To get started, write a friendly message that includes a question:

Then, set up replies your visitors can choose from: 

Next, select the paths for each reply or add a new path. 

Pro tip: You should give your paths the same, clear name as your reply buttons, to make it easy to follow.

Now, you’ll have a new path for each reply button, so you can follow up with leads differently.

Note: Once a visitor interacts with your bot, they’ll become a lead

Step 2: Qualify and assign leads based on who they are

You can now start building the paths that allow you to customize how you qualify and follow up with leads.

Path B: Chat with sales

Leads who want to chat to sales are the perfect candidates to qualify - they’re already showing interest.

You should ask for the details your sales team needs to identify your leads, like their company name:

You could also ask for their company size and email address, so the right sales team can follow up with them:

Next, you can create follow up actions for specific types of leads, depending on who they are, and how valuable they are to your business. 

For example, you could assign self serve companies (like, companies with less than 1-50 employees) to your business development team. Then, add the Content Showcase app to encourage them to attend an upcoming event:

For companies with 51-100 employees, you might assign them to your sales team, create a lead in Salesforce or Hubspot, and invite them to start a free trial:

Lastly, for your highest value leads (for example those with over 100 employees), you could assign them to your VIP sales team, and invite them to book a meeting with your team:

Next, we’ll create the path for leads who want to chat to support:

Path C: Chat with support

If a lead wants to chat with support, you can ask them if they’re already a customer. This will help you separate your leads from your customers, to help you further accelerate your sales cycle. 

Then, give them an option to say ‘Yes’ or ‘No’ using reply buttons: 

Next, create new paths for these replies, so you can route leads and customers differently:

Path D: Just browsing

Providing a ‘Just browsing’ option is a great way to accelerate your sales cycle, by ensuring you don’t waste time qualifying and assigning less engaged leads. 

To set this path up, write a friendly reply first:

Even when you’re disqualifying leads you should always offer value. So, you should follow up by sharing content with them, or by inviting them to subscribe to your newsletter.

Finally, you should close the conversation so it doesn’t reach your team’s open conversations list.

Path E: Support - customers

Back in Path C, you created separate paths for customers and leads who wanted to chat to support. 

Now it’s time to build out these paths. First, build the path for your customers (those who replied ‘Yes’ in Path C).

To identify them, ask for their email address: 

Then, assign them to your support team, and invite them to find answers themselves while they wait:

Path F: Support - non-customers 

Leads who want to chat to your support team likely have questions about how your product works. With this in mind, you should treat them like sales leads.

First, qualify them by asking for key details, like their email and company name:

Then, follow up by assigning them to your business development team. You could also invite them to register for an upcoming webinar while they wait:

Step 3: Set up Rules

To capture quality leads for your sales team, you’ll want to target your most engaged visitors using Triggers and Audience rules. For example, your filters could be, ‘Time on current page is 10 seconds' and ‘Total visits greater than 3.’

Pro tip: If you’d like your custom bot to trigger on specific pages, you should use the ‘Current page URL’ filter.

Step 4: Set up Frequency and scheduling

Once you’ve finished designing your bot, you can choose when you want your bot to trigger. When you set it live, it will only trigger at your chosen times.

We recommend setting your bot to trigger ‘during your office hours’, so your team can reply to qualified leads quickly.

You can also choose to start sending it immediately (as soon as you set it live) or schedule it for a custom date. Then decide when to stop sending the custom bot.

Step 5: Set your custom bot live

Now, set your sales qualification bot live, and start converting more leads for your sales team.

What’s next?

Once you’ve finished your sales qualification bot, you should check out these templates:

💡 Tip

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