The document provides an overview of a workshop hosted by Holly Yalove about using chatbots to generate leads and enhance customer experience within the HubSpot platform. It covers the types of chatbots, common uses in customer service and sales, and includes interactive activities for participants to outline and create their own chatbots. Additionally, the document discusses best practices for chatbot implementation, reporting metrics, and encourages further exploration of HubSpot's chatbot features.

1. #KnoxHUG
USING CHATBOTS
TO GENERATE LEADS
& IMPROVE CUSTOMER
EXPERIENCE
CHATBOTS WORKSHOP:
PRESENTED BY:
HOLLY YALOVE
CEO & FOUNDER, HY5 CONSULTING

2. #KnoxHUG
FIRST: WHAT’S A HUG?
HUBSPOT USER GROUPS (HUGS) ARE:
“Free, quarterly meetups that are open to all HubSpot
users. HUGs are typically hosted by a local HubSpot
Agency Partner, and are designed to help you master all
things strategy and software.“

3. INTRODUCTIONS: KNOXVILLE HUG LEADER
CEO & FOUNDER of HY5 Consulting
INTRODUCTIONS:
Hello! I’m Knoxville’s HUG Leader,
Holly Yalove
Former owner & chief strategist for VIEO
Design, Gold HubSpot Solutions Partner
/hollyyalove
www.hy5consulting.com
holly@hy5consulting.com

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PRESENTATION COPY: Will be sent to you
HUG SURVEY: Look out for a link after our event to this 3-question survey
2021 MEETUPS: Will be virtual again next year
HUG NEWS
#KnoxHUG

5. PRESENTATION & WORKBOOK CONTENT CREDITS
Get your workbooks ready, here we go!

6. #KnoxHUG
What is a Bot and Do I Need One?
e in your HubSpot portal (free
WORKSHOP AGENDA
Breakout Group Activity #1
Part 1: Outline Your Bot
Part 2: Flowchart Your Bot
Time: 15 minutes
e in your HubSpot portal
(free level or above).
HubSpot Bot Example
Chatbot Best Practices
Share Feedback Activity #1
Time: 5 minutes

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WORKSHOP AGENDA
Breakout Group Activity #2
Create a Chatbot in HubSpot
Time: 20 minutes
e in your HubSpot portal
(free level or above).
Share Feedback Activity #2
Time: 5 minutes
e in your HubSpot portal
(free level or above).
Reporting & KPIs
Next Steps

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Chatbot
a computer program designed to simulate
conversation with human users, especially over
the Internet.

9. Rule-based ChatbotsArtificial Intelligence
Uses machine learning to
understand the context
and intent of a question
before formulating a
response.
Powered through a series of
defined rules. Rule-based
chatbots can stay simple or
get complicated; however,
they can’t answer questions
outside of the defined rules.
Types of Chatbots

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PER GARTNER, WHAT PERCENT OF CUSTOMER
INTERACTIONS WILL BE MANAGED WITHOUT A
HUMAN BY THIS YEAR?
POP QUIZ
A. 45%
B. 65%
C. 85%
Source: Adobe

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Amtrak’s “Julie”
Bot:
➔ Increased booking by 25%
➔ Saved $1 million on customer
service in a single year (answers
over 5 million questions per
year!)
➔ Generated 30% more revenue in
online ticket booking
➔ 50% growth in year-to-year
user’s communication with Julie

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What Julie Does
- Offers full navigation of the
website
- Answers basic questions
- Finds the best route
- Books tickets
- Has been described as perky,
spunky, unshakably
courteous, and reassuring
- Completes more customer
interactions per day than a
human agent handles per
year

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Why are chatbots becoming more
common?
1. 55% of buyers said they would prefer to communicate
with companies through messenger
2. 40% don’t care if a robot or human talks to them, as
long as they get what they need
3. Chatbots are available 24/7
4. Chatbots save your company money
Source: HubSpot

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Common Chatbot Uses: Customer Service
● Answer frequently asked questions
● Surface educational material
● Check for outages
● Create customer service tickets
● Book appointments
● Provide after-hours support

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Common Chatbot Uses: Sales
● Guide website navigation
● Surface marketing collateral
● Qualify and capture leads
● Book sales meetings or demos
● Book tickets
● Start free trials

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Is a Bot Right for My Business?
Workbook activity - answer yes or no
1. Is human bandwidth a constraint?
2. Do I need to collect data, or report on conversations?
3. Is the cost of making a mistake low?
4. Do our customers need standardized answers?

17. No to some questions?Yes to all questions?
Use a chatbot!
Start out with bots on
less-frequented web pages.
Have a chatbot start the
conversation and then transfer
to a human if needed.

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Chatbot Actions in HubSpot:
• Send simple message
• Ask a question
• Offer email subscription
• Set contact property value
• Set company property
value
• Submit a ticket
• Send to a team member
• Book a meeting
• Enroll in workflow
• Trigger a webhook
• Run a code snippet
• If/then branches
• Knowledge base lookup
(Service Hub Pro+)
• Add to static list
(Marketing Hub Starter+)
These actions and their definitions are included in the
Appendix of your workbook

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HubSpot Chatbot Example
HubSpot for Startups Outline
To see if visitors are
eligible for HubSpot for
Startups
(do they have funding?)
What’s the goal
of my chatbot?
HubSpot for Startups
homepage
On what web
page should my
chatbot live?
All visitors of this
page
Who should see
the chatbot?

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Have you received funding
or been a part of an
accelerator?
Yes No
NoYes
Less than 2 millionMore than 2 million
Not eligible, but you could
qualify for X. Are you a
member of an
entrepreneur program?
Not eligible: email
HSFS@hubspot.com if
you have more
questions.
Great: book a meeting
here if you’d like to learn
more.
How much funding do you
have?
Great: book a meeting
here if you’d like to learn
more.
HubSpot for Startups
Chatbot Flowchart

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HubSpot for Startups
Chatbot in Action!

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Chatbot Best Practices
1. Don’t pretend to be human
2. Create a helpful error message
3. Add value before you extract value
4. Economize your branches when you can
5. Use predefined answers

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BREAKOUT ACTIVITY TIME!

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Starting Breakout Session Activity #1
Activity: Outline & Flowchart Your Bot
Time: 15 minutes
1. What’s the goal of your chatbot?
2. What web page should your chatbot live on?
3. Who should see the chatbot?
4. What are some HubSpot actions you’d like to
use?
5. Flowchart your chatbot
Select someone from your group to share feedback when
we return to the main session.

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Time: 5 minutes
● What does your chatbot solve for?
● Why is that important?
Share
How did it go?

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Follow the instructions in your workbook to build a
chatbot in HubSpot.
Select someone from your group to share feedback
when we return to the main session.
Starting Breakout Session Activity #2
Activity: Create your bot in HubSpot
Time: 20 minutes

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Time: 5 minutes
● What questions do you still have?
● What are your concerns?
Share
How did it go?

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Reporting and KPIs
Engagement:
The amount of people
who have started a
conversation with your
chatbot
Engagement
Rate
Engagement rate: total
engagements/page
visitors
Completed chats:
the number of
sessions that a user
interacted with your
bot all the way to an
ending action
Completion
Rate
Completion rate:
completed chats/total
engagements
Error: when a bot
cannot complete or
understand the
visitor’s response
Error Rate
Error rate: error/total
engagements

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HubSpot Chatbot Report Examples

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HubSpot Chatbot Report Examples

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HubSpot Chatbot Report Examples

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See HubSpot’s Report Library for
Other Conversation Reports

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HubSpot’s
Other Conversation Reports
● Chat volume over time
● Conversation volume by source
● Chat volume by URL
● Chat volume by assignee
● Time to close chats by assignee
● Total chats closed by assignee
● Chat volume by chatflow
● Chat response time by assignee
● And more!
Plus, as of November 23rd, Conversations
are an official HubSpot object. You can
use Conversations data in reports,
workflows, and more.

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NEXT STEPS
● Explore and test other chatbots in
HubSpot
● Discuss options with your team for
using bots in 2021!

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NEXT STEPS
Lastly, check out the latest HubSpot product
updates with the new navigation in your
HubSpot Portal (top right dropdown).

36. #KnoxHUG
@knoxvillehug @knoxvillehug
@knoxvillehug
HubSpot User
Group Knoxville
knoxvillehug.slack.com
THANK YOU FOR ATTENDING!