Why & How to Build a Lead Generation Chatbot to Boost Marketing Strategy

Jiaqi Pan
CEO, Landbot
Illustration: Jana Pérez

Fellow marketers, small business owners, entrepreneurs… Our professional lives are defined by the constant search for the ultimate lead gen strategy. Yet, this strategy remains nothing more than a legend. The new-age Sorcerer's Stone, if you will.

That’s why, today, we'll talk about chatbot lead generation strategies, why they might be the closest to the real thing AND build a sample lead generation chatbot right here on the spot!But first...

What is a Lead Generation Chatbot?

A lead generation chatbot is a bot (AI NLP bot or rule-based bot) that is designed to identify potential customers, initiate their interest in products or services offered by the business and/or cultivate the relationship with the prospect. Such bots use a conversational approach to marketing, collecting client information, and offering business or product information in return.

Why are Chatbots Important to your Lead Generation Strategy?

Below are the seven most strategic advantages of using sales chatbots for lead generation.

1. Tailored Experiences

The conversion process on many websites is the same. There’s typically a CTA button or a generic-looking form asking for the visitor’s name, email address, phone number, and maybe a handful of other details.It’s no secret forms aren’t exactly exciting — and (let’s face it) neither is the process of filling them out.

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Generic conversion experiences aren’t just boring, they’re also ineffective. In fact, brands that fail to give a human touch to their virtual presence or provide any kind of memorable experience are very likely to drive people away from their websites.

We have all been there...However, conversational interfaces can prevent this. For real.

Imagine landing on a website and a sales chatbot is there to welcome you.

Having somebody waiting for you to answer is surprisingly compelling. Without even knowing how, users often find themselves slipping down the conversion funnel, learning just the information they need without having to look for them. The bot brings up the answers the user requests, nothing more, nothing less.

How precisely does this beat other lead generation techniques?

For example, when a visitor on our website indicates that they’re interested in trying our WhatsApp solution a bot takes over helping us not only collect visitor data but also assess which plan is best suited for the prospective customer.


This way, we are able to respond with appropriate content/steps and personalized journey for each and every lead that shows interest.

So simple.

SO effective.

Chatbot for business gives us the luxury of being confident that each prospective user is getting an experience that’s personalized to them — with no risk of a generic form driving them away.

2. Increased Engagement

One of the most challenging parts of turning a site visitor into a lead is keeping them engaged with your brand long enough to show them why you’re the right choice for their needs.

This is no easy deed in today’s bleak attention economy!

Decorating your lead generation website or landing page with long walls of text is not the best way to accomplish this. The text can be helpful, sure. But most people find information-based pages on a brand’s website a little overwhelming — and often a bit off-putting.

So, no matter how well-written and helpful these pages might be, it’s tough to make them interesting for visitors.

Sales chatbots can transform this experience. Instead of expecting visitors to read paragraph upon paragraph of text, skimming to find the details that are relevant to them, chatbots deliver the relevant data to the prospects through a simple conversational interchange.

For example, just take a look at this exchange with BuddyNutrition chatbot:

Instead of linking to a separate page or complex resources and expecting this user to continue the customer journey on their own, the bot helps the prospect find a tailored solution as any shopping assistant would do in the real world. Hence the customer engages instead of searching endlessly for the right answers.

This lets the user learn about the product and all that goes into customizing it in a conversational way that’s far more engaging than a wall of text.

With this approach, you can transform researching your brand from a tedious task to an enjoyable experience — one that your targeted audiences are likely to remember.

3. Higher Conversion Rate

The most important types of conversion - especially for B2B websites - are lead form submissions. The information they collect in these forms is what turns casual visitors into prospects, and can ultimately translate into valuable partnerships and sales.

Unfortunately, generating leads or any kind of conversion can be challenging. In fact, the average website conversion rate is just 2.35%.

That’s not great news, especially for businesses looking to use their websites as a key part of their marketing campaigns and sales strategies.

But just because the average is low doesn’t mean that your site’s conversion rates have to be as well. Replacing standard forms with chatbots can be the perfect solution.

Distractions from the main call-to-action on your site serve as the biggest obstacle to more conversions.

But when you focus your landing page or lead page on a chatbot - or draw users to your WhatsApp or Facebook Messenger account - you eliminate those distractions and get users to focus solely on engaging with that bot.

In fact, we saw one of our most significant jumps in conversion rate (from 3% to 9.6%) by accidentally launching a chatbot that took up our entire homepage, and prevented visitors from accessing other content.


Of course, this isn’t to say that you should replace your entire website with a single chatbot.

But it does go to show that minimizing other elements and making the conversion process the most compelling part of your site can have a massive impact on your ability to earn new leads.

And, as your chatbot collects data from your customers in the form of simple, straightforward questions, all of that information can be sent directly to your CRM or sales platform.

You can take the next step in turning them from a lead to a customer!

4. Convenience

There are many factors at play in any B2B or B2C purchasing decision. Your potential clients want to know:

  • What you have to offer;
  • How much it’s going to cost them;
  • What can they expect in return;
  • How you stack up to your competitors;
  • etc.

And, in most cases, your website will only be one stop along the way as they research and evaluate all of their options.

"These days chances are a prospective customer will check out third party review websites and look for reviews of your product on YouTube and forums before contacting you for a demo." says Gaetano DiNardi from Nextiva."

So, if you want them to ultimately determine that your company is the right choice, you need to make sure they stick around long enough to get the information they need to come to that conclusion.

That’s often easier said than done.

In fact, the average user only visits 1.7 pages on a website as they browse. This means that if your site is like most, the majority of visitors aren’t even making it through two entire pages before leaving!Chatbots can change this on several different levels. For example, by:

  • Giving users a reason to stay by letting them find out what they need without having to wait around for the next page to load;
  • Providing prospects with a conversational interface that feels comfortable on mobile phones without the need for expensive redesigns;
  • Taking the conversation to the user by transferring the chat to apps they already use like WhatsApp or Facebook Messenger. And so, by consequence, be able to contact them whenever and wherever they are. (See SnapTravel example below)

5. Real-Time Reactions

Contrary to popular belief, chatbots are not intended to replace us, human employees, completely. To be honest, they are most effective when used as a touchpoint along the customer journey which, ultimately, helps sales and support teams get in touch with prospects and customers more quickly and efficiently.

For example, conversation bots that are designed to replace lead generation forms are excellent at asking basic qualifying questions as well as saving user data in real-time.

The real-time element allows you to integrate your human team into your chatbot lead generation strategy.

You can design your bot to ask relevant questions to identify complex customer issues or high-quality leads. Once the lead/customer fulfills the parameters the bot will promptly transfer it, not only a human agent but the right human agent avoiding chain handoff from person to person.

This system markedly lowers customer frustration from being passed on from one person to another having to explain the situation over and over. In the travel sector WhatsApp bot example below, you can see a bot-to-human handoff triggered by a choice of premium product:

Some chatbot platforms (like Landbot 🙈) let you set up an internal Slack/Email notification to fire each time someone needs help. That way, you’ll minimize the downtime and get the right people to respond as quickly as possible.

6. Chatbots Are Cheap & Easy to Build

This is no joke.

The rise of no-code platforms paved the way for sophisticated digital solutions for businesses of all sizes and backgrounds.

Building a bot for WhatsApp, Facebook Messenger or the web is no longer a costly and complicated affair. Thanks to no-code platforms marketers can build bots themselves, without IT support, in a matter of minutes, hours or days - depending on complexity. Still, you can forget spending months on a single project.If you don’t believe me, just keep reading...

How to Build a Lead Generation Chatbot without Coding

This tutorial uses Landbot chatbot builder, so if you don’t have an account, sign up now - it’s free.

1. Create a New Bot in Landbot

Go to your Landbot dashboard and click “Build a Chatbot”.Select the channel on which you want to deploy your bot.

Next, you will be taken to the template gallery where you can select one of the pre-built templates serving a variety of use cases - including lead generation. They are great time savers!However, to show off some of the features, this tutorial will start from scratch.

Note: If selecting WhatsApp, you need to bear in mind you won’t be able to use UI elements such as buttons, or carousel picture choice available on the web and Messenger simply because WhatsApp app doesn’t support such formats. To learn how to work around this limit, please check out “How to Design WhatsApp Dialogues for a Rule-Based Bot”.

2. Configure Welcome Message

The first thing you need to do is customize the welcome message. This is the message your bot will send to the user to strike up the conversation.


You can modify the message, add more text bubbles, play around with visual elements such as images, gifs, and videos and provide buttons as answers.

PRO TIP: if you have no previous experience with writing chatbot conversations, you should study up on how to build chatbot conversation that sounds natural.

3. Ask for User Name

When it comes to lead generation, one of the first steps should always be asking for the visitor's name. It will allow you to personalize the conversation from the very beginning.

To set up the next exchange after the welcome block, drag a green arrow from the last button answer and select the type of block you want to set up next.Landbot offers a variety of question block options - besides the simple message and button-question blocks - that are already configured to collect a specific type of data.


Select the "Name" block and adjust the question text if necessary. (Perhaps if you want the conversation to have a more formal or even more informal tone or reflect a particular accent.)


As you can see, the user answer is already set to save under @name variable - a sort of category that pulls through all the information.Thanks to this variable, you are not only able to collect the data but also call you visitors by their name, instantly:


4. Request Email & Ensure Lowercase Format

After you got the name, proceed to ask for the lead’s email address by using the designated Email block.

As in the case of the name block, the variable is already configured. Also, the email block automatically checks that the user's answer has the correct email format and includes “@” sign and “.com” or variations.


If you want to ensure the email address submitted is all in lowercase, you can add one more block called Formulas. One of the great applications if the feature is ensuring the user input is in the required format so it doesn’t cause hassle in your system.

Note: Because of the vast possibilities and options of things you can achieve, Formulas might seem a bit complicated at first but it’s not much different from formulas you use in Excel or Google Sheets.

So, draw the arrow and select a Formulas block.

It has two main parts to configure: Output and the Formula itself.


In the output section, you need to configure the variable under which you want to save the adjusted result. We created a new variable @email_lowercase.


Regarding the formula, scroll down the setting section to access the “cheat sheet”. It provides a list of available formulas and examples of actions you can create.


We will focus on the “String” type of formula and section “Lower” which converts text into lowercase letters.

You can copy the example in the cheatsheet Lower(“Hi ALL”) and simply replace the “Hi ALL” with @email variable: Lower(@email) because you want the formula to transform the email address users submit and not a specific text.


Click SAVE.

If you want to make a quick check that the formula works to set up a Message block with the output formula:


And simulate the conversation in a preview:

If it works, delete the testing message block and continue building.

5. Request & Check Postcode

While we are talking about formulas, let’s try out another one which can be a huge help in lead generation.

Now, asking for a postcode might not interest everyone, but it demonstrates one of the handiest features Landbot has to offer - RegEx Formula.

RegEx stands for “Regular Expression” and is a sequence of characters that define a search pattern. Thanks to it, you can search user input for particular characteristics such as letter or number sequences and check if user is submitting a correct format of a:

  • Phone number
  • URL
  • Postcode
  • Email address
  • Credit card number
  • Etc.

So, the best ways to use RegEx formula are ensuring people actually submit viable information or simply verifying that the person talking to your bot is indeed a viable lead.

Let’s say, for the sake of this example:

  • Our business can only serve/supply people or businesses in the UK
  • You need the correct postcode to be able to give a precise quote
  • You need the correct postcode to estimate shipping expense

Formulas block with RegEx will allow you to vet whether or not the postcode submitted is, in fact, a postcode in the UK.

Drag an arrow from the last message and select a generic question block to ask for the postcode. Then, configure the answer variable to @postcode.


Next, create another Formulas block and set up your output:


Then, scroll down to the cheatsheet section and open RegEx:


So the structure of a RegEx formula looks like this:

RegexTest(/^d{10}$/, "1234567890")

To configure it to your requirements you need to replace the two highlighted sections.

Replace the blue section "1234567890" with the user input you want to check which, in our case, is @postcode.The pink section is a bit more complex. You need to define a formula sequence that checks for the “trademarks” of a UK postcode.

Sounds complicated, BUT!

The good news is that you don’t really need to design that yourself because it’s likely somebody needed UK postcode RegEx before you. So just go to google and search for “RegEx for UK postcode” or something of the sort.

With a quick google search, I came across this RegEx database.

I selected “Postcode” and then “UK” from the left side menu and the website gave me the configuration I need as well as with examples of what will be considered and match and what will not:


All you need to do is copy that scary looking sequence of symbols and paste in the part of the formula highlighted in red. So, our UK postcode RegEx will look like this:

RegexTest(/^(?:GIR 0AA|(?:(?:(?:A[BL]|B[ABDHLNRSTX]?|C[ABFHMORTVW]|D[ADEGHLNTY]|E[HNX]?|F[KY]|G[LUY]?|H[ADGPRSUX]|I[GMPV]|JE|K[ATWY]|L[ADELNSU]?|M[EKL]?|N[EGNPRW]?|O[LX]|P[AEHLOR]|R[GHM]|S[AEGK-PRSTY]?|T[ADFNQRSW]|UB|W[ADFNRSV]|YO|ZE)[1-9]?\d|(?:(?:E|N|NW|SE|SW|W)1|EC[1-4]|WC[12])[A-HJKMNPR-Y]|(?:SW|W)(?:[2-9]|[1-9]\d)|EC[1-9]\d)\d[ABD-HJLNP-UW-Z]{2}))$/i, @postcode)

Click SAVE and done!

Now you can set up a simple condition (using Conditional Logic Block).

If the @postcode_checked is TRUE - meaning the postcode is indeed a UK postcode - use the green output and let the user proceed.If the condition is not met and the formula block says the postcode is not a match, use the pink output and send the user to resubmit the correct postcode.


This is how it will work in action:

6. Ask Qualifying Questions

The best part about a bot is that, unlike a form, it can ask a lot of questions without annoying your prospects.

One of the easiest and fastest ways to obtain qualifying information is by using the “Buttons” block which, instead of asking the user to type in their answer, provides options in the form of buttons.

This is a great way to eliminate users' doubts about your offering and speed up the information submission process.


All you need to remember is to adapt the name of the @variable for every question to save each user input without things getting messy.

Buttons block is also an easy way to personalize user experience without much hassle. No prospect needs to answer more questions than it’s absolutely necessary.


7. Upload Data to Spreadsheet

Another great aspect of having a bot is the ability to quickly export data to a spreadsheet or any CRM you might be using.

With Landbot, the Google Sheet integration comes particularly handy as it’s super quick to set up.

Once again draw a green arrow from the last block(s) and search for the “Google Spreadsheets” integration block. Then:

  • Connect your Google Drive account with the Landbot app
  • Select the spreadsheet you want to integration
  • Sheet within the spreadsheet with which you want to work
  • Select the type of action you want to perform (insert new info; update existing info; retrieve existing info)

In the case of a lead generation chatbot, you are likely to need the “Insert a new row option” to add fresh data to the spreadsheet.

Next, all there is left to do is pair user input variables with columns under which you want to store them.

google sheet landbot integration setup

Now, each time a user passes through the conversational flow, the information will automatically update in the spreadsheet.

Check out the final result:

8. Set Up Human Takeover

To leave you with a cherry on top, chatbots are perfect for lead generation because they enable you to catch hot leads in real-time.

As you ask your prospects the qualifying questions, you can very easily set up conditions using the Conditional Logic block and thus separate high-value leads from the rest.

For instance, such a condition can look like this:

IF @event_type EQUALS wedding AND if @guests ARE GREATER THAN 200 then…

And once you have done that, transfer them immediately to one of your live agents using the “Human Takeover” block.


Are You Ready To Grow with a Lead Generation Chatbot?

Chatbots are becoming more and more popular tools to handle company interactions with their current and potential customers. However, for some reason, the use of lead generation bots is lagging behind.


But great! (For you...)It means you can get a head start on your competitors!

Employing any of the chatbot lead generation strategies can give your conversation rate the necessary boost. Essentially, all you need to do is turn a chatbot into a member of your sales team, and help site visitors get the information they need in a comfortable and entertaining manner.

So, to sum it up, a chatbot:

  • Will personalize user interactions of the bet
  • Keep visitors engaged long enough to learn about you or take action
  • Simplify lead generation forms
  • Deliver information effectively and in a fun way
  • Give you an edge against your competitors
  • Connect qualified leads with the right member of your team

Therefore, if you’re not yet using chatbots as part of your lead generation strategies these are the reasons to get started… plus, you already have the tutorial to put you on the right track!

Posted on
April 21, 2020
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