How to Set Up a LeadBot Playbook
Here's a training video one of our Customer Success Managers created! If you'd like to watch this instead, below are the times where different sections are covered:
0:09 - Create a new chat playbook
0:53 - Setting up LeadBot questions
5:20 - Adding button/keyword responses to questions
6:27 - Email capture in LeadBot flow
6:55 - Goals (routing, calendar drop, marking as CQL, and auto-close conversations)
8:10 - Targeting conditions
9:55 - Online/Offline playbooks
LeadBots allow you to smoothly capture the information of site visitors and then direct these leads to the correct people. Below are the components that make up a LeadBot playbook:
- The LeadBot Flow
- Email/Phone Capture
- Targeting Conditions
You can choose to create your own LeadBot playbook, or you can use one of the two prepackaged templates we have. Those two playbooks would be the Book a Qualified Meeting via LeadBot playbook as well as Have More Qualified Conversations via LeadBot.
Setting up LeadBot Questions
Here's a super helpful video that one of our partners created about how to design a playbook!
In order to actually qualify your leads, the bot will need to ask your site visitors a series of questions. The questions on both of the LeadBot playbooks will follow the same flow. This allows for the bot to do all the hard work and lets you jump in only when a human is needed to book a demo or hop on a call.
Asking the Right Questions
Since bots are so new, people often get caught up with the novelty and forget that the fundamental use of the bot is to engage with more visitors faster, and to be a tool your BDR's can use to qualify leads before ever stepping in.
- Identify your objectives
If someone is on your site, what do you need to know about that person to best help them? We recommend asking something that will engage them so that they will want to start a chat with you. Below's an example of how to structure a conversation:
What? (What brought you here)
Who? (Who are you? What company do you represent?)
How? (How can I help you use our product?)
CTA (book a demo, leave an email, start a trial, engage with human)
Great! Now check out how this looks from the user side for us:
- Type up your questions
Keep them short and sweet - when questions get too broad people tend to put outlandish responses that won't match up with your script. We generally recommend 2-3 questions to keep them engaged and get the information you need.
- Create responses via buttons or keywords
When you use keywords, you are telling the Bot to respond in the most accurate way possible based on what the site visitor is saying. Therefore, you will need 4 or 5 words that will allow the Bot to understand variations of the same response. You'll notice that when you are setting up your key words, you have a few options:
The difference between each of these settings are good to know for how your bot responds to questions:
- Similar to: If you use this setting, the bot will understand words that are similar to others. For example, Leadbot can understand that "hey" is similar to "hi", "hello", "sup", "yo", as a greeting. So if your bot is asking a yes or no question and you use "Similar to" "no", then our bot will understand replies like "nah", "nope", and "nuh uh".
- Contains: This option is good to use if you just need the site visitor to use a key word or words to trigger the next question. We use "contains" for situations when we want to collect more information about a site visitor. For example, our bot asks " What brought you here to check out Drift?". We use the keywords "check it out", "friend told me", "just looking", "google", etc. to help our team gather that information that is not crucial to the bot flow but good information to know.
- Equal to: Using this option will have LeadBot only understand the exact words you have as keywords. So if you want your Bot to only be able to respond to very specifically worded responses, this is the option for you!
Setting Your Goals
Goals are how you are going to identify the people who are interacting with your LeadBot and are qualified to be pushed down the sales funnel.
The three goals that are automatically set up when you use one of these LeadBot playbooks are: LeadBot Qualified, Bad Lead, or Already a Customer. Additionally, you can customize these goals by clicking on the field and typing your custom Goal name.
You can decide a couple of things in the goal stage:
- How you want to route the conversation
- Auto-drop the calendar of the person who is being routed the conversation
- Send a message
- Whether or not you want to mark the lead as a CQL (Conversation Qualified Leads)
- Auto-close the conversation
Once a site visitor hits a goal, you can choose to route the conversation to someone! This could either be a specific sales rep, a round robin between multiple sales reps, nobody, or it can just follow whatever normal routing rules you've already set up.
If you choose to have it route to a single person, there will be a drop down that allows you to select someone from your team.
It works similarly if you choose to "Round Robin" your reps. You will have the ability to select a group of reps you want the conversation to route to, and depending on which of the reps are set as 'Available', it will route to one of them.
In order to have the rep's calendar drop you will need to make sure that they have connected their calendar in Drift. Once that is done, you can click 'Add Action' and then click 'Send Calendar'. The calendar dropped will always be the one of the rep that is being routed to the conversation.
If you choose “Send Message”, we’ll provide you with a template message that you can keep or edit!
If you choose to auto-close the conversation, that means that the status of the conversation will immediately be set to “Closed” once the LeadBot and site visitor are done with their conversation.
This is useful for people who are receiving a large volume of conversations, and want their leads to sync over immediately to their Salesforce accounts.
Marking as CQL
When you create a new Playbook that includes a bot (find out which Playbooks include bots here), you can mark your leads as a CQL.
Here's how to set this up:
- Go to the goal of your choice
- Click "Add Action"
- Add "Mark as CQL" as an action and choose the amount of bolts you think is appropriate for that lead!
You can assign each "Goal" with a certain amount of Bolts, so that your best leads are marked with 3 bolts and your bad leads are marked with none.
A CQL measurement can be added to each goal so that when that person chats in again, you know whether or not they are qualified or not.
Here is an example of what the CQL looks like in the conversations view:
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 add a LeadBot to that page. 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 '#'.
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.
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.
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
General Setup Tips
Test it out:
Create a few questions and follow ups and see how your customers responded. After a few conversation you’ll be able to see if there was a response you forgot or a question most people on your page had.
Keep questions simple at first:
Being able to ask simple questions that allow customers to follow the script keep them engaged and allow you to gather all of the information without them running off script.
Putting something on your site can be a big change - add the bot script to a Playbook of a small group of people such as people who visit X page Y # of times to test it out so that you’re only talking to people you want to.
Always set a Default Response:
This will ensure that no matter the response from your site visitor, the bot will respond and follow up with the next question. We like to have our follow up response be something like "Got it", which makes the flow seem more conversational and personable!