Build Playbooks with Leadbot 2.0


LeadBot allows you to smoothly capture the information of site visitors and then direct these leads to the correct team members. Below are the components that make up a LeadBot playbook:

  • The LeadBot Flow
  • Questions
  • Responses
  • Goals
  • Targeting

Here's an example of a pretty simple playbook. Users are prompted by questions, and depending on how they answer, the user will either be asked another question or reach a goal. In this case, we have 4 questions set up and 2 possible goals: Bad Lead or Leadbot Qualified

The Welcome Message

The welcome message is the first message that will send to the user. Here's a few things you can do to customize the text. You can also apply the same text styling to any question.

  • Bold text
  • Italicize text
  • Underline text
  • Add ordered list
  • Add hyperlinked text
  • Add Emojis
  • Use contact attributes for personalization
  • Add link to profiles

Adding Questions

The bot should be your tool to qualify leads before human interactions. Keep it short and simple. This is what it'll look like to your site visitor:

  1. To add a question, click + Add new on the top right corner of the screen.

You'll then see this sidebar on the right side. Question, Email Capture, and Phone Number Capture are all questions.

You can ask for emails and phone numbers in regular Questions as well, but we just won't do any validation.

  1. Ask the user a qualifying question

    2. Add button responses or keyword responses to help guide the conversation

    Adding an Email Capture Question

    We have custom questions for Email and Phone capture. When you create a new email capture question, this is what it'll look like:

    We validate the email address and loop the question if the user doesn't given a valid email address.

    If we click into the Valid Email option, we can apply special rules to certain domain names. For example, if you don't want to book meetings with users who's domain is, you can exclude them. In case you're wondering, .

    If your email capture questions aren't showing up, try using an incognito window. We cookie users, so we won't ask for your email if we already know it.

    Advanced Settings

    In advanced settings you can do two things:

    1. Map a response to a custom attribute.
    2. Limit responses to buttons only. This restricts the user's ability to type responses.

    Adding Responses 

    Responses help guide the conversation. We recommend using button responses instead of keywords as it leads to higher engagement rates. Here's how:
    1. Add Button Text. These are buttons that your site customer can click.
    2. Add a Bot Response. This is a message your bot will send before the next step.
    3. Select how you want the playbook to proceed:
    • To another question to keep qualifying your site visitor
    • Reach a goal if the conversation should end and you would like to trigger an action
    • Loop to loop the question if your site visitor gives an invalid response
    • End conversation to end the conversation and trigger no actions.

    We recommend ending every conversation with a Goal instead of  Ending Conversation  so you can analyze playbook responses later

    Keyword Responses

    In addition to button responses, visitors can type their own responses and we'll be able to do keyword matching. Users can customize how the bot handles certain words, whether the visitor's response contains a word, is equal to a word, or is similar to a word.


    Similar to:

    When using multiple keywords, visitors will only be able to trigger one. The priority of keywords will be based on their order within the question. For example, if your question asks "Puppies, kittens, penguins, or pandas?" with keyword responses in that order - a visitor typing "pandas and puppies" will only trigger the puppies keyword.

    Adding Goals

    Goals represent the end of conversations. You've asked all the necessary questions and are ready to proceed.

    1. Add a new goal or use an existing one. You can do that from the Response or by clicking +Add new in the editor.

      2. Create a goal name. This will be helpful when choosing goals. If you don't include a name, the default names are "Goal 1", "Goal 2", etc.

      3. Set a Lead Stage. This is a contact attribute that will be now attached. This value is very useful for third-party integrations and playbook analysis

      4. Set actions. All your hard work in building this playbook comes to fruition here. Here are a few things you can do:

      • Route Conversation
      • Send Calendar
      • Send Bot Message
      • Mark as CQL
      • Auto Close Conversation

      For my playbook, I'm sending the visitor a calendar so they can book a meeting. Here's what it looks like on the customer side.

      And there you go! That's the basics of building your Leadbot. Next up: Targeting.


      You have a few options when choosing how to target your playbooks. We will go over all of the following settings:


      Adding a #DriftLink to any page with Drift installed will automatically trigger the LeadBot to fire. You can then target customers for LeadBots through sharing the specific links to specific people--meaning all the places you can place links can now serve as. an avenue to your LeadBots. 

      • Attach a link to a button to bring a customer to your page and kiss forms goodbye!
      • Share a link to your social media to drive a whole new pool of traffic to your bots!
      • If you can link it– you can do it. Read ahead to learn how Drift can help you change boring links into leads.

      Once you click into the #DriftLink, make sure you name it what you'd like in the yellow text field following the '#'.

      Try to keep the names short and sweet so they're easier to remember! If you change your #DriftLink at any time, your previous links for the LeadBot will no longer work.

      Your #DriftLink can be added to the end of any of your pages' URLs, and the selected LeadBot will pop up on that page. You just need to make sure that you toggle the "Target via #DriftLink Only" button first, or else your playbook will still follow the targeting conditions set up underneath the #DriftLink section.


      Here you can set your preference of which users will see your playbook. You can choose from the below list:

      There will be the option of choosing what types of site visitors you want the playbook sent to, as well as which groups you want to specifically exclude. All of your segments (both dynamic as well as static) will also appear as options for you to send/don't send the playbook to. 

      If you click from the 'Contacts' tab over to the 'Smart Filter tab', you will be able to exclude your playbook from showing to your engaged contacts, or the people you've had a recent conversation with.

      We define "engaged" contacts as someone who have scheduled a meeting in the past 21 days or have one scheduled for sometime in the next 21 days. People who have had a "recent" conversation chatted in through the widget on your site in the last 7 days.

      If you select to exclude people based on these two smart filters, if a contact becomes engaged they will not receive further messaging from that playbook; they will be unenrolled. 


      The display condition on playbooks will be auto-set to 'Display Always', but if you want to have specific conditions you can select 'Display With Targeting' to add them.

      If you want to add to your existing targeting conditions (so having all of those conditions be met before the playbook shows), then click '+Add Condition' before the dotted line. However, if you want to create two or more different targeting conditions (if either/any of the conditions are met the playbook will show) you have to. click '+Add Condition Set' underneath the dotted line. 

      You can find a full list of all the display conditions here.


      When you click on the 'Advanced' section of Targeting in your playbook, you will have the option to choose how often your Playbook will display.

      Deliver until visitor interacts one time

      • This means that if the user interacts with your playbook (e.g. they dismiss or click on the greeting) then it will disappear

      Deliver until visitor interacts, once per session

      • This means that the playbook will deliver every time there is 30 minutes of inactivity or if the user opens a new browser, even if they interact with it

      Deliver on every page load

      • This will just have the playbook deliver every time the page is refreshed or reloaded

      If a site visitor comes onto the page where your Playbook is running and does not interact with it, then it will always continue to show every time. Once there is interaction, then your frequency settings will kick in.

      Help by drift