I tested the top 5 Hubspot chatbot examples to find the best for B2B in 2025

Let's be real for a second. Setting up a chatbot on your HubSpot site can sometimes feel like you're just building a slightly more complicated contact form. A lot of businesses get stuck here, with chatbots that feel more like obstacles than helpers. You know the type: they ask a few rigid questions and then hit you with a "please wait for a human" the second you go off-script.

HubSpot’s own Chatbot Builder is a solid tool for handling simple, repetitive stuff. But if your business is growing, you’ll probably feel its limits sooner rather than later. The whole "helpful assistant" vibe falls apart the minute a customer asks a question your script didn't see coming.

So, I decided to go out and find some B2B companies that are actually getting it right. My goal is to walk you through some effective HubSpot chatbot examples, see what makes them tick, and then show you an AI-driven alternative that can seriously level up your website conversations without making you switch tools.

What is a HubSpot chatbot?

HubSpot calls them "Chatflows," which is just their term for a tool that automates conversations on your website. The idea is to engage visitors, answer their questions, and nudge them toward a goal, whether that’s booking a meeting or just finding the right blog post.

They mostly come in two flavors:

• Rule-based Chatbots: These are the ones you’ll likely build with HubSpot’s free and starter tools. Think of them like a flowchart. If a visitor does X, the bot does Y. They work well for simple tasks, like asking "What's your company size?" to qualify a lead or offering a few buttons to help people get around your site. You control the entire conversation with the script you build.

• AI-powered Bots: HubSpot is adding more AI features that can pull answers from a connected knowledge base. This is a definite step up, letting the bot handle a wider range of questions. The catch? They can still feel a bit boxed in, often because they can't access all the different places your company knowledge is stored or perform custom tasks based on what the user says.

Ultimately, what most of us want is to give customers instant, correct answers, day or night. And that really requires an AI that can understand the intent behind a question and pull information from every nook and cranny of your company, not just a single, polished help center.

How I picked these HubSpot chatbot examples

To make sure this list was actually helpful, I didn't just grab the first five bots I saw. I went looking for examples that solve genuine B2B problems and show off what you can do inside the HubSpot world.

Here’s my simple checklist:

• Is it actually useful? Does it tackle a common business headache like qualifying leads, helping people navigate the site, or answering support questions?

• Is it a good experience? Does talking to it feel smooth and helpful, or more like yelling at a vending machine?

• Does it qualify leads well? How good is it at spotting a potential customer and guiding them to the next step without being pushy?

• Does it get personal? Does it use information from the CRM to make the chat more relevant to that specific visitor?

A quick comparison of our HubSpot chatbot examples

5 powerful HubSpot chatbot examples (and one upgrade) for 2025

Before we dig into the examples built with HubSpot’s native tools, I want to start with a serious upgrade. If your goal is a chatbot that moves beyond simple scripts to deliver smart, independent support, this is the place to begin.

1. eesel AI

Full disclosure, eesel AI isn't a HubSpot product. But its AI chatbot can be dropped onto any website, including ones running on HubSpot, and it’s built to fix the biggest problem with most native chatbot builders: scattered knowledge.

A standard HubSpot bot might only know what’s on your FAQ page. eesel AI is different. It connects to all your company's knowledge sources and learns from them. We're talking past support tickets in Zendesk or Freshdesk, internal guides in Confluence or Google Docs, and your public help docs. The result is a bot that gives complete, accurate answers 24/7. It feels less like a script and more like a seasoned support agent.

An infographic showing how eesel AI connects to various knowledge sources to provide comprehensive answers, a key feature in top HubSpot chatbot examples.

What's great about it:

• Go live in minutes: The whole platform is built for you to use yourself. You can connect your knowledge sources and get a bot running in just a few minutes, no mandatory sales demo required.

• Test without the risk: It has a cool simulation mode that lets you test the AI on thousands of your past support tickets before it ever chats with a live customer. This gives you a really clear picture of how it will perform and lets you launch it with confidence.

• You're in control: You get to decide exactly what the AI handles. You can start small, having it answer simple questions and pass everything else to a human, or you can create custom actions, like having it look up an order status in Shopify or create a new ticket in Jira.

What's not so great:

• It's a dedicated AI platform, so you'll manage it from a separate dashboard, not inside your HubSpot portal.

Pricing:

eesel AI has straightforward pricing based on usage, so you aren't penalized for every ticket it successfully resolves.

• Team Plan: Starts at $299/month ($239/month if billed annually) for up to 1,000 AI interactions and 3 bots.

• Business Plan: Starts at $799/month ($639/month if billed annually) for up to 3,000 interactions, unlimited bots, and more advanced features like training on past tickets.

• Custom Plan: For bigger companies with unique needs and unlimited interactions.

A screenshot of eesel AI's pricing page, which is transparent and usage-based, unlike some other HubSpot chatbot examples.

2. HubSpot’s site navigation bot

If you head over to HubSpot's homepage, you’ll see a simple but effective chatbot in action. It’s a classic rule-based bot that uses clear buttons to help visitors find pricing, product info, or support.

It's a great example of a foundational use case. It improves the website experience, reduces the chance that people will get frustrated and leave, and gets them where they need to go without them having to click through a bunch of menus.

What's great about it:

• Super simple and intuitive for visitors.

• Does a good job of sending different types of visitors to the right pages.

What's not so great:

• It's 100% rule-based. It can't understand a single thing you type.

• It's not personal at all. Everyone gets the exact same experience.

3. Kaysun Corporation’s smart content bot

Kaysun Corporation, a custom injection molder, has a chatbot that cleverly targets people based on what they've done before. For example, if you’ve already downloaded a guide on a certain topic, the bot might pop up on a related page and offer you the next logical piece of content to check out.

This is a fantastic way to use your CRM data to nurture leads proactively. The bot doesn't wait for you to ask for something; it anticipates what you might need and offers it up, gently guiding you along.

What's great about it:

• The conversation feels personal and highly relevant.

• It's a smooth way to nurture leads by offering value at the right time.

What's not so great:

• This approach only works if you have a solid content strategy and your HubSpot CRM data is clean and organized.

• This kind of personalization isn't in the free plan. You'll need a HubSpot Marketing Hub Professional ($800/month) or Enterprise ($3,600/month) plan to pull it off.

4. Alive & Kickin' Pizza Crust’s exclusive content bot

This B2B pizza dough company uses its chatbot for a different reason: customer retention. With a smart list in their HubSpot CRM, the bot can tell if a visitor is already a customer. If so, it offers them exclusive content like new recipes or industry reports that aren't available to the public.

It’s a great reminder that chatbots aren't just for finding new customers. They can be really powerful tools for making your current customers feel special.

What's great about it:

• It helps build loyalty and strengthen customer relationships.

• It creates a "VIP" feeling for your best clients.

What's not so great:

• It’s only useful for a small, specific group of your website visitors.

• It lives or dies by the accuracy of the customer data in your HubSpot CRM.

5. Falcon Structures’ request a quote bot

On their "Request a Quote" page, a place where visitors are clearly showing interest, Falcon Structures uses a chatbot to strike while the iron is hot. Instead of a boring old form, the bot starts a conversation, qualifies the lead, and can even book a meeting right on a sales rep’s calendar.

This is a perfect example of using automation to remove friction when it matters most. It turns a static form into an interactive chat, which can seriously speed up the time it takes to go from casual interest to a real sales call.

What's great about it:

• It’s much better at capturing high-intent leads than a simple form.

• It closes the gap between someone being interested and actually talking to a salesperson.

What's not so great:

• This could feel a little too forward for visitors who are still just browsing and aren't ready to commit to a call.

• The direct meeting booking feature works best if you’re also paying for HubSpot Sales Hub seats.

3 tips for making your HubSpot chatbot examples more effective

Seeing these examples is one thing, but building a great bot yourself is another. Here are three tips to help you make sure your chatbot feels like a helpful team member, not just another piece of software.

1. Bring all your knowledge together

A chatbot is only as smart as the information it can reach. If your bot only knows what’s on one FAQ page, it's going to fail as soon as a customer asks a detailed technical question or has an issue with their bill. The best AI chatbots can tap into information from all the places your team stores knowledge, not just your help center but also internal wikis and past support tickets.

2. Give your chatbot a clear purpose and personality

Don't just turn a chatbot on and see what happens. First, decide on its main job. Is it here to qualify leads? Answer support questions? Book demos? That one goal should shape its entire conversational flow. And while you're at it, give it some personality that fits your brand. Maybe that’s friendly and casual, or maybe it needs to be more formal and professional.

3. Test your chatbot before you go live

The last thing you want is to find out your chatbot is giving out wrong answers while it's talking to a real, live prospect. A feature that really sets the good AI platforms apart from basic builders is the ability to test everything without any risk.

A screenshot of the eesel AI simulation feature, allowing you to test your chatbot's performance before going live, a crucial step for effective HubSpot chatbot examples.

Move beyond basic bots to real AI automation

The HubSpot chatbot examples we've walked through show that even simple, rule-based bots can be valuable for guiding visitors and capturing leads. But if you really want to change your customer experience and give your team some breathing room, you have to move beyond static scripts.

The future of customer service is instant, accurate, and autonomous. That takes an AI that can understand what people are really asking, access all of your company knowledge to find the answer, and take smart actions on its own.

This is exactly what a tool like eesel AI is built for. It adds a powerful, self-serve AI layer on top of your existing tools, letting you automate your frontline support and provide a top-tier experience without a massive, complicated setup.

Ready to see what a truly smart chatbot can do for your business? Set up your first AI agent with eesel AI in minutes.