Build Chatbot Playbooks with Leadbot


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.

The Greeting

The greeting 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. Click on the empty text box to type in a qualifying question


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

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 a button response. 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.



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.


  • Contains: if any part of the keyword is contained in whatever response the the site visitor types in (e.g. the keyword is "art" but the visitor types in "start")
  • Equals: the site visitor response has to exactly match the keyword (e.g. the visitor types in "start" and the keyword is "start")
  • Similar to: the keyword uses natural language processing to match the site visitor's intent (e.g. the keyword is "start" and the site visitor types in "let's get started")
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.
You will also be prompted to select a default response for anything the site visitor types in that doesn't match one of the keyword groups you've inputted.

This can be done by hovering over the text on the bottom of the question node. This will allow you to select what question you want the bot to proceed to, as well as a bot response (if any).

Adding an Email/Phone 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:

For your valid email captures, you'll be able to direct the conversation to another question, a goal, or the end of the conversation.
If you choose to filter out personal emails, this will prompt users to only give their work emails. There would be the same set of options as the valid email capture to direct your customers who give a personal email.

We validate the email address to see if the user gives a valid email address, so within the "unsuccessful capture" you can choose the number of times to repeat the question--and then what action to take after the final unsuccessful attempt.



Using the Help Article Lookup Skill

Customers have a lot of questions, and you can have your Bot help them by serving them documentation from your knowledge base if you use Drift Help, HelpDocs, Wordpress, Zendesk, or Help Scout. You can serve customers help articles at various points of the flow.

For example, you could supply customers with the option to select a "Support" button, and then have the Article Lookup skill be the following modal. Should the articles not help, you can then route to a Playbook Goal for live support!

When you're in the visual builder, if you click "Add new" and then "Help Article Lookup" you will be taken to the new Article Lookup skill. From there, you will have the ability to customize the text as well as choose what happens when the skill was able to either successfully or unsuccessfully assist a customer.


A successful article lookup is defined by someone selecting "Yes", and unsuccessful is defined by someone selecting "No" in response to the "Did this help?" question that appears after articles are surfaced.

Advanced Settings

To access the advanced settings of each question, click on the gear icon on the top right corner. You'll be given the option to make the question "button only", which prevents the user from typing in a response for that particular question; or you could map the answer of that question to a any Drift or custom attribute you have set up in Drift.

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:

When selecting auto-close conversation in your goals, you'll have the ability to choose between allowing the conversation to be reopened when the site visitor types back in, or keep the conversation closed and sending a message to direct them elsewhere.

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 (accounts, dynamic, and 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.



Lastly, you can turn your playbook on either by toggling it on in the top right corner of the visual builder, or you can click into the "Review" section to toggle it on and select a target inbox.


What the target inbox does is determine where messages from this particular playbook go; this means that if you want all chats from a playbook to go into your Support inbox, you can select that here!





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