Lesson 4

Chatbot integrations and marketing automation 

The Conversational Marketing Masterclass

What we will cover in Lesson 4

In the previous lessons, we have looked at what it takes to make an effective website chatbot, and how to analyze and optimize your chatbot for better performance. In this lesson, we will cover how to make conversational marketing chatbots a key part of your marketing automation strategy. We will show you how to integrate your chatbot into other channels so that you collect more leads and nurture them effectively.

The 3 reasons to integrate your chatbot in your marketing automation strategy.

1. Collect and nurture leads while you sleep

If you don’t have a chatbot on your website you’re leaving leads on the table. Your website is your store and your chatbot is your 24/7 customer representative. Without your representative, it will be difficult to collect leads.

2. Segment and filter your leads

Your chatbot can not only collect but also qualify and therefore segment your leads. This will help your other marketing efforts. As an example:

Segmented email campaigns have a 14.31% higher open rate than regular campaigns and an amazing 100.95% (the two 0’s are not a typo) higher click-through rate when compared with non-segmented campaign results. 

Check out this quality recourse on audience segmentation.

3. Turn your leads into sales

To accomplish an immediate and intimate connection with your customer, you should connect the services of your chatbot with other channels:

Connect your chatbot with:

  • Paid media campaigns
    • Facebook, Display, and Search ads
  • E-mail drip campaigns
  • Content marketing strategy
  • Booking engines
  • Inside sales reps

Integrate your chatbot with other channels

Paid media

Make your chatbot part of your advertising channels, like Facebook, Display ads, Search.

Prospect an audience with conversational advertising
Make a conversational landing page or widget part of your online advertising campaign. Using a conversational landing page has a 23% increase in conversion comparing it to a regular landing page.

Integrate your website chatbot into messenger.

In this article, we are not so 

Voorbeeld van Facebook Messenger. 


Conversational Ads

Below is an example of how Kia utilizes conversational display ads. Adlingo provides conversational ads.

Retarget users

You can retarget users that engaged with your bot. 

You can do this by creating a custom audience of your chatbot’s users.

Example of creating a Facebook custom audience


Please find below steps to integrate your chatbot into your Facebook ads if you already have a Facebook pixel. If you don’t have a Facebook pixel installed yet. Please use this resource to set up your FB pixel account. 

Step 1: Integrate your bot using your Facebook pixel ID. Depending on your chatbot platform this will be probably part of the integrations or tracking section.

Step 2: open business.facebook.com and check if your bot is integrated. If it is you can already start using your Facebook analytics data to analyze the performance of your chatbot.

Step 3: Create a custom audience

Go to custom audiences and make an audience from your chatbot users. You can segment based on date (last .. days) and location.



E-mail marketing

Once you have setup your bot so that it’s effective in collecting e-mail addresses it’s now time to automate the follow-up. When you integrate the collected bot data with your e-mail software you can automate the sending and create e-mail flows based on the users responses to the chatbot.

Collect leads

step 1) Collect lead with a chat bot

step 2) Connect e-mail address with e-mail provider (using direct api or third party)

Direct API:

Mailchimp | Drupal.org

Third party integration:

Zapier | The easiest way to automate your work

step 3). Initiate a (drip) campaign when a new chatbot user enters an audience list.

What Is Drip Marketing And When Should You Use It

E-mail to landingpage bot

Instead of a regular landing page, you can use a chatbot landing page for your e-mail marketing efforts. This can be effective when you have a survey or initiate an appointment.

(e-mail survey)

Step 1) create a landing page bot

Example: landing page bot

Step 2) Create the e-mail and link to the landing page bot.


Booking appointments

One of the most efficient things a bot can do is book appointments for you. So if your a hairdresser, lawer or a dentist. Automating appointments will help you save time and money.

Step 1: Create a bot for making a appointments

Step 2: Integrate your bot with your agenda (using a direct API or third party tool – Calendly)


Inside sales reps 

When your bot collects leads you can automate the follow-up. For instance, your bot can collect a phone number that will be integrated into your CRM system. In this way, your inside sales reps will receive their leads in time.

Interactive Content

Make your content interactive by integrating it with your chatbot. It will also give your bot more contextual value. You can embed your bot within the content the reader is.
  • Create a chatbot widget that reponds to the content you are showing.
  • Create a embeded version that corresponds to the content.
  • Integrate with your e-mail or use the data of the surveys as business intelligence.

Chatbot Integration Tools

Integrating your chatbot with other channels is a must. Depending on your chatbot provider you can either integrate your chatbot using a direct API. However often there is not direct integration possible.  If this is the case we recommend using 3rd party integration tools like Zapier, Webhooks, or IFTTT.

Zapier makes life happier

Zapier is a third party integrations provider that decribe themselves as the glue that connect thousands of web apps. If your chatbot provider doesnt have a direct integration you can use zapier.

MarTech: Zapier and the Benefits of Seamless App Integration - IGW 

Chatbot templates suitable for marketing automation.

General lead collection bot

Book appointments

Collecting product feedback