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Conversational Marketing Strategy: Increase Leads with Chatbots

Blog • Jan 3, 2024 5:27:41 PM • Written by: Kristine Hsu

What is conversational marketing?

What are Conversation-Qualified Leads (CQLs)?

How to set up your chatbot?

Tips on making chatbot conversations more engaging

How can Crescendo Lab help you increase leads with chatbots?

Surprise! This is all from a book

What are Conversation-Qualified Leads (CQLs)?

Different Qualified Leads

  • Marketing-Qualified Leads (MQLs): "They look like they could be interested in buying”
  • Sales-Qualified Leads (SQLs): “Sales has confirmed it: They’re interested in buying”
  • Product-Qualified Leads (PQLs): “They tried our product? They must be interested in buying!”
  • Conversation-Qualified Leads (CQLs): "We talked to them: They told us why they’re interested in buying and what they’re trying to accomplish with our product.”

The biggest difference is that MQLs, SQLs, and PQLs are assumptions, while CQLs are what the customers actually tell you.

Use chatbots to bring in CQLs, here’s how you can build your own chatbot.

How to set up your chatbot?


What should your chatbot ask customers coming to have a chat?

  1. What?
    • “What brought you here to check out [Your Company Name]?”
  2. Who?
    • “What website are you looking to use [Your Company Name] on?”
    • “What company do you represent?”
  3. How?
    • “How are you looking to use [Your Company Name] ?”
    • Set “Sales”, “Marketing”, and “Support” as options.


What kind of responses should your chatbot give when customers answer your questions?

  • Keyword Matching
    • Set up a list of keywords that would trigger a custom chatbot response.
  • Use button responses
    • Faster responses through existing options setting that also matches your keyword list from keyword matching. Ex. With “Sales”, “Marketing”, and “Support” as options.
  • If he/she is not a good fit
    • Customize a sign off message or keep it simple, “Sorry, we don’t think our product is a good fit for you at the moment.
  • Call to Action
    • If they are a good fit, have a CTA prompt that encourages them to
      • talk to a human sales rep
      • book a time with a sales rep
      • start a free trial
      • leave their email

Tips on making chatbot conversations more engaging

  • Keep questions short and sweet
  • Provide answers options
  • Be transparent that you are using a chatbot
  • Create a path for every type of visitor
  • Test it out on a smaller audience first, things to look out for:
    • Are people answering every question or are they getting hung up somewhere?
    • Are multiple people giving an answer you hadn’t thought of ahead of time?
    • After a few conversations, you’ll be able to identify any gaps in your chatbot script and make adjustments accordingly.

How can Crescendo Lab help you increase leads with chatbots?

MAAC: Automatic Response Feature

By utilizing MAAC's auto-response feature, brands can configure specific keywords, time intervals, and welcome messages for new contacts. This enables the creation of interactive experiences such as questionnaire interactions, browsing product categories, locating physical stores, and engaging in conversations with customer support.

The customer service team can provide customers with a self-service option by using the automatic response system to address simple or common queries. Simultaneously, establishing a clear Frequently Asked Questions (FAQ) page allows customers to find answers on their own without the need to directly contact customer service personnel. This approach enhances efficiency in handling routine inquiries, empowers customers to find information independently, and contributes to a smoother overall customer support experience.

MAAC: Automatic Customer Journey

Automatic Customer Journey is a tool that integrates customer journeys with automated marketing, allowing brands to design a complete set of message scripts. These scripts are sent to customers through various channels such as LINE Official Accounts and SMS, based on different audience segments, trigger conditions, and time intervals. This approach helps create a cohesive and personalized interaction.

Especially in the era emphasizing first-party data, the Automated Customer Journey can track data from sources like LINE and GA4, including consumer behavior on e-commerce websites. By incorporating AI capabilities, it provides accurate predictions or recommendations, allowing brands to deliver the right content to the right people at the right time. Automation assists in enhancing customer experience, significantly saving time and manpower costs.

Surprise! This is all from a book

Ideas in this article are taken from the book, Conversational Marketing: How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too), by Dave Gerhardt and David Cancel. This book contains specific details on how you can improve your conversational marketing game, including multiple real-life examples with top Fortune 500 companies.

David Cancel is currently the Executive Chairman at Drift, and he has previously worked for multiple software companies such as HubSpot, Performable, Ghostery, and Compete. One can say he is a master in marketing for B2B and Saas.


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Kristine Hsu