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Website chat agent that turns trade show leads into booked meetings for a professional services firm on Salesforce
A custom AI chat agent on the firm's website recognizes trade show contacts and new visitors, answers service questions from approved firm content, qualifies the opportunity, and books a meeting with the right partner or business development lead. Every conversation lands in Salesforce as a routed lead or contact with context, so post-event leads stop sitting untouched for weeks and become scheduled first conversations.
| ROLE | SALES | PLATFORM | CUSTOM |
|---|---|---|---|
| INDUSTRY | PROFESSIONAL SERVICES / AGENCY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCTOBER 26, 2026 |
What The Concierge does
A 51 to 200 person professional services firm gets most of its new leads from trade shows. Badge scans and business cards come back in spreadsheets, get uploaded to Salesforce days later, and then sit for weeks because partners are billable and nobody owns follow-up. By the time anyone reaches out, the prospect has forgotten the booth conversation. The Concierge fixes the response side of that problem. It lives on the website as a chat agent, and it is also the destination for every post-event follow-up (a personalized link in the event email, the QR code at the booth, the landing page for that show). When a trade show contact or any qualified visitor arrives, it greets them in context, answers questions about services, industries served and past work using only approved firm content, asks a short set of qualification questions, and books a discovery call with the right partner or business development lead through a routing calendar. It owns the chat flow, the qualification logic, the knowledge base it answers from, meeting booking and routing, and clean lead capture into Salesforce. It does not scope work, quote fees, or promise delivery dates. Those go to a person.
Custom build
The firm runs on Salesforce, so this is a custom AI build rather than HubSpot Breeze. The chat agent is built to answer only from the firm's approved content, and n8n handles the Salesforce writes, campaign status updates, enrichment and alerts, which keeps the logic visible and easy to maintain. Chili Piper is used for booking because it reads Salesforce ownership natively and handles routing by service line, region and account owner, which matters when relationships drive revenue. Salesforce's own agent tooling is a reasonable alternative if the firm already licenses it, but a custom build gives tighter control over what the agent will and will not say, which is the main risk for a services firm.
What starts it
- A trade show contact clicks the personalized link in a post-event email or scans the booth QR code and lands on the event page, where the chat opens with the show name and booth conversation notes preloaded
- A known Salesforce lead or contact from a recent event returns to the website (identified by link parameters or a visitor identification tool) and views a services, case study or contact page
- Any visitor opens the chat or spends meaningful time on high-intent pages such as services, pricing approach, case studies or 'work with us'
- A visitor submits the contact form, and the agent picks up in chat on the thank-you page to qualify and book instead of leaving the form in a queue
- A trade show lead list is imported into Salesforce, which tags the records with the event campaign so the agent can recognize them on arrival
What it reads
- Salesforce (leads, contacts, accounts, event campaigns and campaign member status, account owners, open opportunities and existing client relationships)
- Approved firm knowledge base: service line pages, industry pages, case studies, methodology overviews, partner bios and an internal FAQ maintained by marketing and practice leads
- Chili Piper routing rules and partner and business development calendars, including practice line, region and availability
- Trade show capture data (badge scan exports, booth notes, which session or demo the person attended)
- Visitor identification and intent signals from Warmly (company identification, pages viewed, return visits)
- Contact enrichment from FullEnrich to fill in title, company and direct email when a visitor only gives a name and company
How it works, step by step
- Recognize who is in the chatOn page load, the agent checks link parameters, the Salesforce campaign tag and Warmly identification. If the person is a recent trade show contact, it opens with the event context ('Thanks for stopping by at the show, you asked about X'). If the account is an existing client or has an open opportunity, it flags the account owner and skips cold qualification. If unknown, it opens with a short, plain greeting tied to the page they are on.
- Answer questions from approved content onlyThe agent answers questions about service lines, industries served, typical engagement types, team background and relevant case studies, citing the page or case study it drew from. It retrieves only from the approved knowledge base. If a question touches fees, staffing, timelines or anything not in the content, it says a partner will cover that on the call and moves toward booking.
- Qualify with a short conversational set of questionsIt asks four to five questions woven into the conversation, not as a form: what problem they are trying to solve, which service line it maps to, rough timing (active project, next quarter, exploring), their role in the decision, and whether a proposal or RFP is already in motion. Answers are scored against rules the firm sets, such as fit with core service lines, company size and timing.
- Route to the right person and bookQualified visitors see a Chili Piper booking widget inside the chat, routed by service line, region, account ownership and existing relationship. Existing accounts and referral-sourced prospects go to the relationship owner first. Routing weights favor partners and business development leads who have capacity, so meetings do not pile onto the busiest billable partner. Visitors who are not ready get a relevant case study and an offer to be contacted later.
- Write everything back to SalesforceThrough n8n, the agent creates or updates the lead or contact, links it to the trade show campaign, sets the campaign member status to 'Engaged' or 'Meeting booked', logs the chat transcript summary, qualification answers, service line interest and referral source as an activity, and assigns the owner. Missing fields are enriched with FullEnrich before the record is saved.
- Prepare the meeting ownerWhen a meeting books, the owner gets a short brief in Salesforce and by email or Slack: who the person is, which event and booth conversation, what they asked, which case studies they viewed, qualification answers and suggested questions for the call. This gives a partner what they need in two minutes between client work.
- Chase the post-event backlogAfter each show, n8n checks which event contacts have not engaged within the agreed window and alerts the business development lead with a list and suggested follow-up, so leads that never click through are not silently lost. The agent itself does not send cold outreach.
When a person takes over
- Scoping, fees and proposals: any question about price ranges, staffing, timelines or 'can you send a proposal' is handed to the assigned partner or business development lead with the conversation summary. The agent books the call instead of answering.
- Existing clients and referrals: if the visitor is a current client, a former client, or says they were referred by someone, the chat routes to the relationship owner named in Salesforce rather than the general round robin, because those relationships are worth more than any routing efficiency.
- Live handoff during business hours: if a high-fit visitor asks to speak to someone now, or the agent's confidence is low on a substantive question, it offers a live transfer to the on-duty business development rep through the chat, and falls back to booking if nobody accepts within a set time.
- Sensitive or off-topic conversations: job applicants, vendor pitches, complaints from current clients and anything involving confidential client details are routed to the right inbox (recruiting, operations, client lead) and never handled by the agent.
Rules it follows
- Never quote fees, rate ranges, project timelines, team composition or partner availability for delivery. In a firm where partners scope and deliver the work, any number the agent says becomes a commitment, so these always go to a person.
- Never name clients, share case study details, or reference client outcomes that are not in the approved, client-cleared knowledge base. Confidentiality matters more than a persuasive answer.
- Answer only from the approved knowledge base and say plainly when something is not covered, then offer a call. No speculation about capabilities the firm does not list.
- Respect existing relationships: check Salesforce ownership and open opportunities before routing, and never put a referral or current client into round robin or a generic nurture.
- Keep a professional, understated tone that matches how partners speak, disclose that the visitor is chatting with an AI assistant, and follow the site's consent settings for tracking and data capture.
How you know it works
- Median time from trade show to first meaningful engagement for event leads, tracked by Salesforce campaign
- Meetings booked through chat per month, split by trade show contacts versus other website visitors
- Percentage of each event's lead list that reaches 'Meeting booked' status within the post-event window
- Pipeline created in Salesforce from opportunities sourced by chat-booked meetings, by event and service line
- Meeting show rate and the share of chat-booked meetings that partners mark as qualified after the call
From pilot to live
- Pilot around one upcoming trade showBuild the knowledge base from current service, industry and approved case study pages, set qualification and routing rules with practice leads, connect Salesforce, Chili Piper and n8n, and launch the agent on a dedicated event landing page plus the main site. Partners and business development review every transcript weekly for the first few weeks to tune answers, questions and routing.
- Expand to all events and the full websiteAdd visitor identification with Warmly, enrichment with FullEnrich, the post-event backlog alerts, and meeting briefs. Standardize how every event list is tagged in Salesforce so the agent recognizes contacts from any show. Extend routing to all service lines and regions.
- Operate and maintainThe build partner keeps it running: monthly transcript reviews, knowledge base updates when services, case studies or partners change, routing adjustments as capacity shifts, monitoring of Salesforce sync errors and booking failures, and a short monthly report on the KPIs above. Changes to qualification rules or tone are agreed with the sales lead before going live.
Tools that fit
Chili Piper
Demand conversion platform
n8n
Workflow automation platform
Warmly
Reveal site visitors and buying signals
FullEnrich
Waterfall contact enrichment
CustomGPT
AI chatbot & agent
Some tool links are partner links. Hacking Demand may earn a commission at no extra cost to you.
This blueprint is a version of The Concierge (website chat agent) ↗
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Scope this agent ↗ Get your own blueprint ↗Good questions.
Straight answers.
Our problem is leads going cold after trade shows. How does a website chat agent help with that?
It becomes the place every post-event touch points to. The event email, booth QR code and show landing page all send people to a chat that already knows which show they attended and what they asked about, then qualifies them and puts a meeting on a partner's calendar. That removes the step where someone has to find time to email and chase a reply. Alongside it, an automated alert lists event contacts who have not engaged so your business development lead can follow up on the rest.
Will the agent try to scope projects or give prospects pricing?
No. Scoping and fees are set by the partners who deliver the work, so the agent is blocked from quoting prices, timelines or staffing. When those questions come up, it explains a partner will cover them and books the call, then passes the question into the meeting brief so the partner arrives prepared to scope.
Most of our best work comes from referrals and existing clients. Will this mess up those relationships?
It is designed to protect them. Before routing, the agent checks Salesforce for account ownership, open opportunities and client status, and asks whether someone referred them. Current clients and referrals go straight to the relationship owner's calendar, never to round robin or a generic sequence, and the owner is notified with the full conversation.
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