How to set up automated chatbots in Intercom for lead generation

So you want more leads, less manual boring work, and a chatbot that actually helps rather than annoys people? If you’re using Intercom, you’re in the right place. This guide is for anyone who wants to set up automated chatbots that do the grunt work—collecting leads, asking the right questions, and handing off to humans when it matters. Whether you’re in sales, marketing, or just “the person who got stuck with this,” let’s keep it simple and get practical.

1. Know What You’re Actually Trying to Do

Before you start clicking around in Intercom, figure out what “lead generation” means for you. Not all leads are equal, and not all chatbot setups are worth the time.

Ask yourself: - Do you want to collect emails from casual visitors? - Qualify leads with a few questions? - Route hot leads to a sales rep?

Pro tip: If you try to do everything at once ("book demos, answer pricing, qualify, upsell, and support") you’ll end up with a bloated, annoying bot. Nail down one clear goal for your chatbot. Add more later.

2. Get Your House in Order

No point building a fancy bot if your basics are a mess.

  • Is your Intercom workspace set up? You need admin access.
  • Are your team inboxes and routing rules in place? Otherwise, leads might just get lost.
  • Do you have a clear idea of what fields you want to collect (e.g., email, company size, budget)?

Skip for now: Integrations with your CRM can come later. Don’t get hung up on “perfect” data flow before you even have leads coming in.

3. Map Out Your Lead Capture Flow

Grab a piece of paper or open a doc. Sketch out the conversation your ideal chatbot would have.

  • Greet the visitor
  • Ask a qualifying question or two (e.g., "What brings you here today?" or "How big is your team?")
  • Collect contact info (email, phone, whatever you actually use)
  • Decide what happens next (book a meeting, connect to human, send a resource, etc.)

Don’t: Build a 10-step interrogation. People hate it. Three steps max before you ask for contact info.

4. Set Up Your First Intercom Chatbot

Intercom calls these “Custom Bots.” Here’s how to get started:

Step-by-Step

  1. Go to ‘Operator’ or ‘Automation’ in Intercom’s sidebar.

    • Depending on your plan, look for “Custom Bots” or “Workflows.”

  2. Click ‘Create a Bot’ or ‘Start from Scratch’.

    • Templates can be helpful, but don’t just use them as-is. They’re often too generic.

  3. Set the Trigger.

    • Example: Show to all website visitors on your pricing page.
    • Only trigger where it makes sense. Blasting every page increases annoyance and lowers quality.

  4. Add Messages and Questions.

    • Start with a short, human greeting.
    • Add a multiple-choice question (“What brings you here?” with 2-3 options).
    • Ask for email or phone—keep it simple.
    • Thank the visitor (don’t just cut them off).

  5. Decide What Happens Next.

    • Route qualified leads to a live rep or ask them to book a call.
    • For less-hot leads, offer a resource or say “We’ll be in touch.”

  6. Set Up Lead Alerts or Routing.

    • Make sure someone on your team actually gets notified when a new lead comes in.
    • You can route based on answers, but don’t overdo it at first.

  7. Test Your Bot.

    • Run through the flow yourself.
    • Ask a coworker to try it and be brutally honest.

5. Avoid Common Pitfalls

Let’s be real: Most chatbots suck. Here’s how to avoid joining that club.

What Works:

  • Short, friendly, specific messages.
  • Not asking for too much up front.
  • Immediate handoff to humans for hot leads.
  • Making it easy to exit or skip the bot.

What Doesn’t:

  • Bots that feel like a wall between the visitor and a real person.
  • Over-qualifying with endless questions.
  • Trying to “personalize” with fake first names or info you don’t have.

What to Ignore:

  • Overcomplicated branching logic. You don’t need 20 different outcomes.
  • Cute GIFs and emojis. Unless that fits your brand, it’s usually just distracting.
  • Chasing every new feature. Stick with the basics until you know what actually works for you.

6. Fine-Tune and Iterate

No chatbot is perfect on day one. The best ones get tweaked over time.

  • Review transcripts. See where people drop off or get stuck.
  • Shorten the flow if people abandon partway through.
  • Add or change questions based on real conversations.
  • Check if leads actually turn into sales or meetings. If not, change up your questions or routing.

Tip: Set a reminder to review your chatbot every 2-4 weeks. Small tweaks beat one big redesign every year.

7. (Optional) Connect to Your CRM and Other Tools

Once your bot is working—and only then—hook it up to your CRM or sales tools.

  • Intercom has integrations for Salesforce, HubSpot, and more.
  • Start with simple actions: Push new leads to your CRM, assign to the right sales rep, or send a Slack alert.
  • Don’t force it: If the integration is clunky or unreliable, it’s better to export leads manually than risk losing them.

8. Measure What Matters

Forget vanity metrics like “number of bot chats.” Focus on:

  • How many real leads you’re getting.
  • How many turn into qualified opportunities or sales.
  • Where people bail out of the chatbot flow.

If your bot isn’t helping you hit your goals, change it. Don’t stick with a broken flow just because you spent time on it.

Quick Recap: Keep It Simple, Iterate Often

Automated chatbots can save you time and catch leads you’d otherwise miss. But don’t overthink it or chase the latest shiny features. Set one clear goal, keep the flow short, and review it regularly. Most importantly, listen to your users—if the bot annoys them, you’re leaving money on the table. Keep it lean, keep it human, and keep tweaking as you go.