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Lead, lead magnet, qualification: dictionary using the example of one bot

September 13, 2026 · updated September 28, 2026 · Command CHBT · Basics, Leads

The words “lead”, “qualification” and “segment” are heard on every call with the contractor, but they are usually explained through other similar words. Here is a different approach: we take one bot - for the pottery studio - and show each concept in the script block CHBT in which it lives. The lead will be a card in “Contacts”, the qualification will be buttons and the “Condition” block, the conversion will be two filters by tags. After reading, you will be able not only to understand the marketer, but also to collect what he is talking about with your own hands.

One bot that will help you understand all the words

The pottery studio sells one-time master classes, a course of eight lessons and gift certificates. Traffic - advertisement on VKontakte and QR code on the counter in the shopping center. There is only one bot, it works in Telegram and MAX simultaneously: in CHBT one script serves all connected channels. The script in the “Canvas” mode looks like this:

Deeplink trigger: the link from the ad leads to t.me/bot?start=vk, QR to ?start=qr. Two branches differ in one action “Add tag”: src-vk or src-qr.
“Message”: greeting and button “Pick up checklist “7 questions before the first” occupation."
"Data collection" → Name.
"Message" with a link to the checklist and the "Add tag" action magnet.
“Message” with the question “What is closer to you?” and three buttons: “One-time master class”, “Course”, “Certificate as a gift”. In each thread - “Add tag” interest-mk, interest-course or interest-cert and “Write variable” interest with the product name.
“Data collection” → Phone with format check, “Into variable” lead_phone.
“Action”: “Add tag” lead, “Transaction in CRM” with the name {{name}} — {{interest}}, “Notify operator.”
“Operator” — the conversation goes to the administrator in “Conversations”.

Eight steps. They contain all the terms from the title. Then we go through the dictionary, each time returning to this diagram.

Lead: a person who can be contacted and wants something.

Lead is not an “lead” or a “client”. This is a person who has done two things: shown interest in your product and left a way to contact him. Remove any of the two and there is no lead. A passerby who took a business card is not a lead: he showed no interest. The commenter under the post “how much does it cost?” without contact, it’s also not a lead: you can’t get in touch.

In the messenger, the border shifts in your favor. As soon as a person clicks the “Start” button in Telegram or writes to a bot in MAX, you have a communication channel - his account. In CHBT at this moment a card is created in the section “Contacts”: name from profile, channel, date. There is no phone yet, but a bot can write to him - by an operator from Conversations or by mailing list. Therefore, in our studio, everyone who has reached step 2 is considered a lead, and not just the one who left the phone number at step 6.

Leads are usually divided by “temperature” - by how close the person is to making a purchase. On the studio diagram these are three different places:

Cold — clicked “Start”, read the greeting and left. In Contacts there is a card without tags. It’s too early for him to sell, but he can remind himself in a week.
Warm — took the checklist. Tag magnet. He took a minute and named the name, which means the topic is close to him.
Hot — chose “Course” and left the phone. Tags interest-course and lead, transaction in CRM. He needs to call today.

Temperature is not a property of a person, but a place in the flow. The same contact goes through all three states in three minutes, and the tags record where it stopped.

Lead magnet and lead generation: what a person gives a contact for

Lead magnet - a useful thing that you give in exchange for contact or the first action. Checklist, calculation, template, lesson recording, promo code. A good magnet solves a small problem for the very person to whom they will later sell a big one: the checklist “7 questions before the first lesson” is needed by the person who chooses the studio, that is, the future buyer of the master class.

Lead generation — the process of obtaining leads: advertising → magnet → contact. The word is scary, but in our scheme these are steps 1-4.

How a magnet is issued in CHBT and what is important to know:

Ready base - template “Issuing a lead magnet”: contact in exchange for material, without checking the channel subscription.
In Telegram, MAX and VKontakte, the CHBT bot sends text and buttons, but not files. Therefore, the checklist is issued with a link to a website page, disk or document, or directly in the text in the “Message” if it is placed in seven points. Only the widget on the site can handle files.
What to ask in return. You already have a contact in the messenger, so the cost of entry is minimal - name. Asking for a phone number before handing out a magnet is a sure way to lose those who came for the material and didn’t expect a call. The telephone number in the studio scheme is at step 6, after a person has chosen a product.
Record the moment of issue with a tag magnet. Without it, you won’t be able to distinguish cold ones from warm ones the next time you send them.

The magnet may not be a “thing”: for the studio, “free 15 minutes at the pottery wheel on your first visit” will work - this is the same exchange, only for the visit.

Qualification: sort, not sift out

Lead qualification — finding out whether a person is suitable for your product and how ready he is. Classic questions: what is needed, when, what is the budget, who decides. The goal is not to kick out the “unsuitable,” but to understand where to lead everyone: to the manager today, in line for the next stream, or to the mailing list for two months.

In CHBT, qualifications are made up of three blocks.

Buttons in “Message”. Step 5 in the studio scheme: three buttons - three branches - three tags. A button question converts better than an open question: it’s easier to click than to formulate.
“Data collection” with the “Number” check. For budget, number of people, age of child. The answer is saved “Into a variable”, for example guests.
“Condition” by variable or tag. If guests ≥ 6 - “corporate” branch, immediately the “Operator” block and a notification to the administrator. Otherwise - standard entry. How comparison operators and yes/else clauses work is described in information on terms and conditions.

There is also a qualification option without buttons: the “Intent” trigger classifies free text with a neural network and launches the desired branch - the person writes “I want to give it to my sister,” the bot understands that this is about a certificate. Available from the Basic plan; for a studio with three products, the buttons are simpler and more predictable.

A caveat that marketers often miss: chatbot qualifications are not a substitute for conversation. It saves the first two minutes of the call and prioritizes requests. The decision “to sell or not” is still made by a person - in “Conversations” or by phone.

Segment and tag: group and tag by which it is collected

Segment — a group of contacts united by the following characteristics: “they came with a QR”, “they were interested in the course”, “they left the phone, but did not buy it”. Tag - a mark on the contact that records this sign. A segment is a question “to whom?”, a tag is a mechanism for answering it.

In CHBT, tags live in the contact card and are placed in several ways: using the “Add Tag” action in the script (this is what the studio bot does in steps 1, 4, 5 and 7 - including in the “Deep Link” trigger branch, where the tag records the input source), manually in the card in “Contacts” (this is how the administrator notes paid) and automatically by widget when you click “Leave contacts”. They can be removed using the “Delete Tag” action or by hand.

Where segments come in handy later:

Filter by tag in “Contacts” - see how many people with interest-course without paid, and upload them to CSV.
Audience in “Newsletters” (Basic and higher): “recruitment for the October stream is open” goes only to those who have interest-course, and not the entire database.
“Condition” by tag in the flow: person with the tag paid The bot does not offer a newbie discount.

Naming rules, autotags by source and typical markup errors are a separate topic, discussed in the article about tags as a segmentation system.

Funnel and stages: the path from the first touch to payment

Funnel — a sequence of stages through which a person goes from acquaintance to purchase, with a count of how many people have reached each one. The name comes from the shape: at every step there are fewer people.

Studio funnel by script steps:

Opened the bot (card in “Contacts”).
Picked up the checklist (tag magnet).
Selected product (tag interest-*).
Left my phone number (tag lead, transaction “New” in “CRM”).
The administrator got through (transaction “In progress”).
Paid (transaction “Paid”, tag paid).

Notice where the border is. Stages 1–4 live in the script and are recorded automatically by the bot. Stages 5–6 - in the “CRM” section: the stages are moved by a person by dragging a card. CHBT has four fixed stages - “New”, “In progress”, “Paid”, “Rejection”; if the process is longer, intermediate steps are marked with tags.

Auto funnel — the same funnel where transitions between early stages are made by a bot without a human: it issued a magnet, waited a day, reminded, suggested. Template "Auto Funnel" shows the minimum working scheme of benefit, pause and offer. The only thing the funnel won’t do on its own is steps 5 and 6.

Conversion: one fraction and where to get the numbers for it

Conversion — the proportion of people who moved from one stage to another. It is calculated for each pair of stages separately: “from those who opened the bot to those who took the checklist”, “from applications to payments”. The total conversion “from those who opened to those who paid” is the product of intermediate ones.

Conditional example on the numbers of the month for the studio:

Stage	People	Conversion from previous
Opened a bot	240	—
Checklist taken away	150	62%
Selected product	110	73%
Left your phone number	41	37%
Paid	12	29%

Final conversion 12 / 240 = 5%. The bottleneck is the transition to the phone (37%): this is where you should look first - for example, explain why the number is needed, or offer a “Write me here” button instead of the phone. What bot mechanics move these percentages is discussed in the article about the impact of the bot on conversion.

Where to get the numbers in CHBT - honestly: there are no counters “how many people passed through the block” in the constructor. Two tools work:

Filter by tag in “Contacts”. Number of contacts with magnet, with lead, with paid - these are the rows of the table. Therefore, each significant stage in the script must leave a tag: without a tag, the stage is invisible.
Section "Analytics": incoming messages and responses from the bot and operator by day for 14 days, conversations by channel for 30 days. Gives the top of the funnel and dynamics, but not the intermediate stages.

The “CRM” stages provide the bottom of the funnel: the number and amount of deals in each column are visible above the board.

Contact, lead, lead, deal, client: five words about one person

These words are often confused because they describe the same person at different times. Let's break down the CHBT cabinet into sections.

Word	What does it mean	Where in CHBT
Contact	Anyone who wrote to the bot or left data in the widget	Card in “Contacts”
Lead	Contact who has shown interest (magnet, product selection)	Contact with tags `magnet`, `interest-*`
Application	An explicit request to contact or record	Tag `lead`, letter to the owner, conversation with the operator
Transaction	Application accepted for work, with the amount and the person responsible	Card in CRM
Client	The one who paid	Transaction in “Paid” tag `paid`

The table shows why “we have 500 leads, but 3 sales” is not always a failure: perhaps 500 are contacts, and there are 60 leads among them. Before you argue with the contractor about the numbers, agree on which of the five words you count.

How an lead turns into a deal - manually, from a widget or using the “Deal in CRM” action - and when it is worth transferring it to an external CRM is discussed in the article about leads from a bot in CRM.

Dictionary at a glance: term, meaning, block CHBT

Term	Simple words	What is done in CHBT
Lead	Yes interest and how to contact	Card in “Contacts” + tags
Cold / warm / hot	How far have you gone according to the flow	No tag / `magnet` / `lead`
Lead magnet	Use in exchange for a name or action	“Data collection” → “Message” with a link, “Issuing” template lead magnet»
Lead generation	Advertising → magnet → contact	Deeplink trigger + first blocks flow
Qualification	Understand what is needed and how much urgently	Buttons, “Data collection” with “Number” check, “Condition”
Segment	Group by attribute	Filter by tag in “Contacts”, audience in “Newsletters”
Tag	Fixing tag sign	“Action” → “Add tag” / “Delete tag"
Funnel	Stages from acquaintance to payment	flow (early stages) + “CRM” stages (late)
Auto funnel	Early stages without person	“Pause” + “Condition” + “Message”, template “Auto funnel”
Conversion	Share of those who switched to the next stage	Number of contacts with stage tag ÷ number with tag previous
Transaction	Application with amount and responsible	“Action” → “Transaction in CRM”, section “CRM”

The studio script from the first section is assembled in the evening: take the “Issuing a lead magnet” template, add a question with three buttons and a phone block, place tags. The Free plan includes one bot, 30 conversations per month and all channels; this is enough to see the first funnel in numbers. Build a bot with a lead magnet for free →

Template “Issuing a lead magnet”Template "Auto funnel"Help: conditions and branches Tags as a segmentation system Leads from a bot in CRM