How to setup a HubSpot chatbot: A step-by-step guide

Let's be honest, chatbots are everywhere these days. They’ve gone from being a cool new thing to a must-have for talking to website visitors, figuring out who the good leads are, and giving people instant answers. HubSpot has its own chatbot builder to get you started, and it's a powerful tool that makes automation accessible to teams of all sizes.

This guide will show you exactly how to set up a HubSpot chatbot, from beginning to end. We'll go over all the essential steps, from picking a template to customizing the chat flow. We’ll also look at how you can complement HubSpot's reliable, rule-based logic with advanced AI to build something even more dynamic.

What you'll need before you start

Before we jump in, let's get a few things sorted out first. HubSpot has made the setup process very straightforward, but having these items ready will help you get live faster.

• A HubSpot account: You’ll need a HubSpot account with access to either Marketing Hub, Sales Hub, or Service Hub (Starter, Professional, or Enterprise). HubSpot offers tiered plans to match different team sizes and needs.

• The right permissions: Make sure you have "Chatflow permissions" to create and edit chatflows.

• A connected chat channel: Your conversations inbox needs a connected chat channel. This is where you’ll set your team's availability and tweak how the chat widget looks.

• The HubSpot tracking code: If your website isn't hosted on HubSpot, you need to have the HubSpot tracking code installed. This is a simple process that ensures your bot appears where it should.

The 5-step setup process

Okay, let's get our hands dirty. HubSpot's builder is very visual and easy to get the hang of. Following these steps will ensure your setup is successful.

Step 1: Navigate to chatflows and choose your channel

First things first, you have to find the chatbot builder in your HubSpot portal.

1. In your HubSpot account, make your way to Service > Chatflows.

2. Look for the Create chatflow button in the top right corner and give it a click.

3. It'll ask where you want this chatbot to live. Go ahead and choose Website.

4. Next, you’ll pick an inbox and a primary language for your bot.

Step 2: Select a chatbot template

HubSpot provides several mature templates to get you up and running quickly. These are great starting points that you can further customize.

• Qualify Leads Bot: Perfect for asking standard qualifying questions to help identify potential customers.

• Meetings Bot: Makes it easy for visitors to book a meeting with your team, eliminating manual scheduling.

• Tickets Bot: Helps automate support by creating a ticket directly in your Service Hub.

• Knowledge Base + Support Bot (Pro+): A specialized bot that helps users find answers directly from your HubSpot knowledge base.

Pick the template that aligns with your specific goal. For this walkthrough, let's say we're setting up a support bot.

Step 3: Build your conversation flow

This is where you design the user experience. HubSpot's visual editor makes it easy to add and connect different "actions" to map out the journey.

You’ll want to start by editing the Welcome message. It's the first thing people see, so make it friendly and clear. After that, you can add more steps by clicking the plus icon. Here are a few common actions you can use:

• Ask a question: A simple way to gather information from the visitor.

• If/then branches (Pro+): This lets you use reliable logic to route users. For example, if a user selects "Sales," you can route them to a different flow than someone who selects "Support."

• Send to team member: Smoothly hands the conversation off to a live agent when needed.

• Submit ticket: Automatically organizes user information into a new support ticket.

Step 4: Define your targeting rules

Once you have your conversation mapped out, click over to the Target tab. HubSpot gives you great control over when and where your bot appears. You can target based on:

• Website URL: Show the bot only on high-value pages like pricing or help docs.

• Visitor Information: Target users based on their device, country, or existing CRM data.

This ensures you are providing a relevant experience for every visitor.

Step 5: Customize the display and publish

The last step is to hop over to the Display and Options tabs to put the final polish on everything.

• Display: Customize the chat heading, the avatar, and the widget behavior to match your brand identity.

• Options: Tweak details like the typing delay to make the interaction feel natural, or set up data privacy consent messages to ensure compliance.

When you’re happy with the setup, click Preview to test it. If everything looks good, just flip the toggle switch at the top to set your HubSpot chatbot live.

Considerations for scaling your HubSpot chatbot

The HubSpot chatbot builder is a fantastic, reliable starting point. As your business scales and your needs become more complex, you may look for ways to expand its capabilities.

HubSpot is exceptionally powerful at managing information within its own suite. If you have knowledge scattered across various external platforms like Google Docs, Confluence, or Notion pages, you might find that you want a solution that bridges these gaps without requiring manual data entry.

HubSpot's native automation is built on proven, rule-based logic. This is excellent for consistency, but for more dynamic or unpredictable conversations, you might consider adding a generative AI layer. This can help the bot understand diverse phrasing without you needing to map out every single possible conversational path.

Finally, for teams that want to test high volumes of changes safely, specialized AI tools can provide simulation environments. This allows you to see how your bot would have handled thousands of past chats before you push new updates live.

Upgrade your HubSpot chatbot with eesel AI

If you're looking to enhance your automation, you can use an AI platform that works with HubSpot to add even more flexibility. eesel AI is a tool that integrates directly with HubSpot to add a smart, complementary layer of automation.

Integrate all your knowledge in one click (not just HubSpot's KB)

eesel AI works within the HubSpot ecosystem to pull together knowledge from all your favorite tools. With one-click integrations, you can connect it to:

• Your Helpdesk: It can learn from your HubSpot history to match your brand voice and common resolutions.

• Your Wikis: Connect straight to Confluence, Google Docs, and Notion.

• Other Tools: Integrate with Slack, PDFs, or platforms like Shopify.

This gives your automation full context, allowing it to provide accurate answers across a wider range of topics.

Automate smarter with AI that learns from past tickets

eesel AI complements HubSpot's logic by using generative AI to understand intent. It provides natural, human-sounding answers based on all your connected knowledge. It's fully customizable, allowing you to define its personality and tone while it handles tasks like ticket sorting or order lookups.

Test and deploy with confidence using simulation

A unique benefit of adding eesel AI to your HubSpot setup is its simulation mode. You can test your AI on thousands of past HubSpot tickets before going live. This provides a clear report on potential resolution rates and lets you see exactly how it would respond, giving you total confidence in your automation strategy.

Feature	HubSpot Chatbot (Native)	eesel AI
Knowledge Sources	Focused on HubSpot KB and manual entries	Past tickets, Google Docs, Confluence, Slack, and 100+ more
AI Capability	Proven rule-based logic for consistent flows	Generative AI, understands nuanced intent
Setup Time	Quick setup for standard flows	Minutes for a fully functional agent
Testing	Reliable built-in preview tool	Full simulation on historical data
Integration	Deeply integrated within HubSpot	Plugs into HubSpot, Zendesk, and more

Tips for a successful chatbot setup

No matter which tool you choose, these best practices will help ensure your chatbot is a success.

• Start with a clear goal: HubSpot's templates make it easy to focus. Start with one specific job, like qualifying new leads or answering frequent questions.

• Give it some personality: Use HubSpot's customization options to give your bot a name and a friendly tone that reflects your brand.

• Always provide an escape hatch: It's important to make it easy for people to connect with a human for complex issues.

• Review and iterate: Use HubSpot's analytics to check your conversation logs. Regular reviews help you see where the bot is succeeding and where you can refine it further.

From basic bots to intelligent automation

Setting up a HubSpot chatbot is a smart move for any team looking to engage visitors and handle common tasks more efficiently. HubSpot provides a mature, reliable, and user-friendly platform that serves as a solid foundation for conversational support.

When you're ready to take that foundation further, an intelligent AI agent can work alongside HubSpot to solve even more complex problems.

With eesel AI, you can enhance your HubSpot experience with a powerful AI platform that helps automate support, drafts replies for your agents, and scales your customer service with ease.

Ready to see what a truly intelligent AI agent can do? Try eesel AI for free and go live in minutes.

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