Introducing PlayRunner and How to Use It with Sterling Kump


In this presentation, Sterling introduces ChatFunnels’ new system, PlayRunner. He walks through scenarios and teaches the best way to use it.


Sterling Kump is Head of customer success at ChatFunnels, a platform that helps demand gen leaders accelerate revenue using account-based engagement strategies.

Key Points

  1. PlayRunner is the first platform-wide orchestration tool for conversational marketing. It enables users to develop their entire engagement strategy in one flow.


Hi, and welcome everybody. The Demand Gen Summit 2022 in the spring is
definitely underway and we’re so excited for everything that’s been happening
so far. Some great speakers so far, and we’re pleased with what’s been going

My name is Sterling. I’m with ChatFunnels, and I am the head of client
success here.

Today, I have the privilege of talking about something a little bit
different. That is about our newest part of the system. And this is called
PlayRunner. Now we’re really excited about the capabilities that it has and
what we can do with it, and how it really does change the evolution of what
we’re trying to accomplish with our solution.

So, we’re going to, I’m going to get my image out of the way here, so it’s a
little bit smaller. And we’re just going to go ahead and jump right in. Now,
this is what it looks like here on the dashboard. And this is again, called
Play runner. So, this is when you come into it, and I’m just going to show you
what ours looks like right now. So you’ll see that it’s pretty heavily used and
pretty large, but it’s just a great way for us to be able to look and see what
some of the capabilities are. So, you can see. So we have a play entry,
obviously right it comes in, and it goes into a different couple of different
spots. So, these are called different segments. And these different segments
allow you to do different types of things. You can see here that this one is a
competitor partner plays and then it also moves down to a current website. So
it could be from an events page, a sales reach page, different types of pages
inside here that can trigger these different types of events. And we’re just
going to go into Let’s see, oh, you know, at first, we want to talk about it
over here as these branches right.

So this is what we’re going to talk about a little bit here just a second
ago. But pretty simply, you can actually just bring one of these over. So we’ll
say this was just availability, right? And then we can say if the company has
the account on or available the team owner, and then you just start building it
around there and creating that instance of a potential lead coming onto your
website, right. So, when someone first joins your website, maybe the second or
third time, whatever that might be, whether you’ve set up your Salesforce
account in there, and it has different pay capabilities and we’re pulling it in
and saying Oh, this is an account. This is an open opportunity. Other different
options there. A lot of different things that we can pull in for these
different types of branches. You can see there’s a company segment here. So, we
can say it matches your ideal client persona or your ICP, right? We can get
into geography, and then also visit attributes as well.

So there’s a lot of different ways that we can filter these out and change
the way that clients are coming in through and seeing the different experiences
that they get through the different plays. Now, pretty simply, let’s just grab
one of these. And, you know, we’ll go. We just talked about ICP, so we’ll go
into this one. So if this matches your ideal persona that you’ve set up inside
the system, then it’s going to kick out and it’s going to play this play right
here. So, we’ll open this up and you can kind of see what’s inside of here.
Here you can see some more branching going on. Right? Maybe this is the first
time they’ve come in, and then the second time they come in, they get a
different flow. Here’s something that’s actually really, really neat is this
alert agent. Now this isn’t associated with like they’re asking to speak with
an agent or anything like that. This is around just the fact that you have
somebody that’s an ICP that is on your website currently right now. Now that’s
actually a pretty cool feature. They can get that in a text message. They can
get that through many different ways, right? And this can be a shotgun approach
that goes out to everybody round robins are different ways that we can have alerts
inside of here.

From here you can see we have if they are a current employee of chat
funnels, they get this bot experience, everyone else gets an alert to the AE or
salesperson involved right, then it gets this fire but now we’ve done that
because we’re on our site all the time. And we don’t want to have that alert.
When it’s just an employee on the site. So that’s how we’ve made that so that
it doesn’t give that anymore. From there. You have the bot experience, right?
Now the bot experience can be a lot of different things, right? This is just
your standard, your chat functionality, how you actually engage with the
client, or the potential client on your website, right.

And we can get into that a little bit and show you some of those as well.
But, you know, some of the capabilities are in there. You’ll see it in a lot of
different places. The things that really make us stand out from others are
things like this here. And that is after that bot experience. They then get a
prospect lookup so inside here, we can say let’s take a look at this, this ICP
and their company, right we do a reverse IP lookup. We know who the company is
now. So now that we know who’s on our site looking, we can actually go back and
say okay, let’s pull 10 contacts from this company from the buying committee
and that’s going to be the marketing leadership or the sales leadership team.
And then we’re going to add those contacts to our CRM, whether that be sent in
blue or be Salesforce, or whatever it might be there. And then we’re going to
say we want to add it to that list and that list can then go in and we can turn
it into like a constant contact or other ways that we do email drops and email
sends, and so forth.

So, there’s a lot of different capabilities, we can actually then we can say
send email and I can pull this out and you can see how this works right here.
And we don’t want to link that in. Just drop it over here. And I’m going to
just select something really quickly. Where’d it go? I apologize for that. Let
me pull that back out.

So, we pull it in and then we’re just going to say this one and we’re going
to say yeah, Save and Close. And now I don’t want to have it here. I want to
have it come over to this email and then after they get that email, then it’s
going to exit out. Right, so we’ve looked those up and then those 10 potential
email addresses and contacts that we get are now going to get this email as
well. This one in particular as for why I picked the fun one there the Demand Gen
Summit fall from 2021. So they would get that email inside there right now
we’re not going to save that we don’t want to have that happen. So, we’re just
going to drop that back down and then here is the exit back to play runner so
that they can get back to the other directions and be put into other funnels
there right.

So that in a nutshell, it is kind of what it looks like there. We can open
another one here. Here’s the pricing page one. And then we can actually go in
and look at the bot and what it might run. So this is if they’re on the pricing
page, and they’re part of your ICP, right? You’re going to get this experience
here. And this is going to be a great way for you to be able to conditional
branch is the sales team is available or not available? Right so if the sales
team is available, then they’re going to get this experience they’re going to
go this way. Right and then the bot will talk to him for a minute or two see if
this is something they want talk to sales team that would take them over here
and or route a live chat once it gets over into there, they confirm the phone
number in this instance, all of this is all changeable, all rebuildable
whatever you want, we have great templates inside here to make it easy for you.
And then even some great sequences here. The sequence is something that is happening
as you’re wanting to have happening same experience over and over again. You
can see here this one gets pretty crazy going back and forth but this is
actually for resources of seeing virtual events, podcasts, research that we
found helpful or at least that our potential clients are looking for quite

So, you can also see over here we have some of the same things over here it
sends them to the podcast, and shows me the money button. That’s right. You got
to have a little fun in life. But there’s a lot of different ways that we can
have those instances happen. So I’m going to go back to the bot because that
was inside the sequence right. And then we’re going to exit out of this as well
and go back to where we were back to the play runner and the place right. You
know, I think probably the best way for us to be able to see some of this
inside here is to actually go through and show you how easy and simple it is to
build this out.

So, let’s take a quick look inside of here. We’re actually just going to I’m
just going to take this and we’re going to slide over. And this is a fresh
instance. Right. So now we’re like we’re a brand-new user. This is the first
time we’ve come in basically and we’re seeing a play runner for the first time,
right? So we want to come in here and we’re just going to open up the play
runner. And it’s very simple, very basic, right. So, to get this started, we’re
going to build new segments. Okay, so we want to go into play. And you can see
nothing’s inside of here. Right? So, we’re going to go into where we actually
are inside here with a play runner, and its empty, right. So let’s go into play
and we’re going to add a play now. Okay, so we’re going to start with building
new plays inside here. And just for simple sake, we’re going to call this first
we’ll say for the first time.

First, we’ll go with ICP. We’re doing that earlier. We’ll just keep going
with that. I’ll skip that description for right now. These are some of the
templates that are inside here so it matches your ICP, so we’ll select that,
and then we’ll save and close. So here is that simple process inside here,
right? And this is going to be your first time ICP. And you can see pretty
simply that they enter the play, and then it gives an alert off right we’re going
to look up some prospects. And then we’re going to send some emails. And then
we’re going to have an exit here and we’ll just call this exit. Sorry, you
can’t see that very well. Zoom in there a little bit. We’re going to just call
this again, we’re just going to go with the first time ICP, okay. And we’ll
keep it at that and then when that second email hits, then we’re going to pull
it down into there and it’ll exit back to play runner for us. Okay. Let’s say
also that along with this as well, we really want to have a bot.

So, we’re going to bring in a bot and you know, we’ll do it inside here.
We’re going to say that we’re going to get this, so this is again some of that
meets our ICP there’s the very first time they’ve come on to the website. And
we want to fire a bot and inside there we’re going to you can see these are
just the two default ones, which we’re always working on building better there.
So but we’ll actually you know what we’re going to we’re going to open bot
builder. And this will just give us the basics so we can see here, and I can
actually just add a new bot from here. And we’ll choose funnel bot here. Okay,
sorry, funnel bot. We’ll go down to demo dot bot Okay, so that’s good. It’s going
to be like if you want to give them experience in the end, the end result is
that we’re wanting to schedule a demo with them right. And again, we’ll just
stay with that simple first time ICP. Skip the visitor or the description for
right now. And we don’t need any channels at this time, but we’re going to create
that bot. And here’s that bot experience inside here.

Now again, this is all changeable. You can come in here and change the
wording out. Do whatever you’d like with it. You can see it gets routed down.
Routes in Round Robin to the team meaning it’s assigning it to someone right so
that someone gets that assignment and then asking them a couple of questions
goes through captures their email address if they’d like to set up for a
calendar invite, etc. So again, all of this is very changeable, very easy to
bring these skills into play as well. Right. So, we’re working in terms of
skill sets that we can bring in to enhance that experience while someone is
interacting with that. So we’re just going to go ahead and I do need to make a
small adjustment there so we can actually save it. And then we’re going to back
out over here and pull this down. We’re going to go back to that fire bot Oh,
it didn’t save it in there. That’s okay. For this time right now. I apologize.
I just didn’t get that saved properly there. But we’ll just use it in office
greetings for right now. And then we can delay the setting.

We can say you know we want after five seconds of being on the site. And also,
they will scroll through 10% of the page. And we’re going to save that. So now
you have that bot firing there and then we’ve got to link that back up to
prospect. We can again move this anywhere we want if we don’t want it here. We
can pull it down here and we can say we’ll give them this experience after they
get the first email because once they get those emails, they’re probably going
to start saying okay, I need to learn a little bit more about what’s going on,
right? So that’s pretty easy on how the bot is built inside of there. Let’s
jump back to play runner here. And we’re actually going to open play runner now
with now that that’s actually built inside there, right we’re going to bring
in, let’s do that. Yeah, we’ll just do availability, and we’ll say the company
is available. And when it’s available. We’re going to bring this out and I
apologize we need to bring in plays that first time ICP that we built right. So
we’re going to see if it’s available here. This is our play entry.

So, this is going to be down into here and say start right. Once that is all
in play. We’re probably going to need to bring in an end play as well and pull
in there now we can see that we have the play running inside there. This is
just one right so we’ve that somebody comes into this site the company is
available. We should probably actually build that segment off of the company’s
segment right so that it is built off of the first time ICP so we’ll call that
first time ICP right, sorry about that. There we go. It wanted to keep those
other words in there. And we’re going to add in a fallback because it’s always
smart to have a fallback inside there. Okay. Now we can change this segment up
and add other segments inside here if we need to or want to, and we can have
those company segments on there.

Let’s go ahead and actually build a company segment. I apologize my little
recording video thing here is getting in the way and couldn’t click. Oh, there
it goes. Okay, perfect. So you can see we’re a clean site here we’re going to a
new Oh, that’s account sorry. This is where we’re going to have all of our
different accounts in there. Once you set up a CRM, Salesforce, HubSpot,
whatever it might be. But we’re going to go into company segments. You can also
see here too, this is ICPs. This is where you go through and set all that up.
But we’re going to start off with company segments and build through company
segments. This is one of the last things that I want to show you too, real
quick. Before we finish up, let’s go into what this is going to be again, we’re
just going to use that for the first time ICP segment and account type we’ll
just say that it’s static. Just to get it rolling, and then the CRM account is

We can add different types of things in here, depending on what we want,
right so we can say and the location is not in we’ll say Asia and then we’re
going to add in a criteria that’s another and we can you know, let’s not do
that one. Let’s go ahead and delete that one off. Let’s add a Filter group. So
we’re going to make another filter group here, and we’re going to say that this
is a domain equal and we can use our domain right so chat, forward
slash, and we’ll say pricing meaning when they’re on the pricing page, right?
So we can, we can do whatever we want inside these little segments here, right?
This is, this will be pretty narrowed down but it’s just for a show here.

So we can click Save here. And now we’ve created a segment inside of here.
That’s all ready to go. Right. So when we go back to our play runner inside
here, we’re going to open that back up now. And now when we bring in a company
segment, you can see that we’ll label this again and just say that, you know,
we’re going to stick with that same theme right? First time ICM. Got to spell
that right first though. We’re going to include a backup on it because that’s
always smart and safe to do. And then we’re going to add that first ICP
segment. Okay. Now I can save and close. We’re going to get rid of that. And
we’re going to move this up here because we’re going to now have that come
here. And then we’re going to bring this down to exit play. And the first time
ICP is going to have this experience right here. Right? If we really wanted to,
we could also say, you know, let’s have everyone else gets you know, if someone
is available or not, you know, because we could, we could run that through we
can add on more we can bring in more plays, build more plays into here, bring
them all into the system, and large system kind of like what we were showing on
this other instance over here. With ours and actual ChatFunnels and having a
larger broad-based system that is very torn down to all different kinds of
things, right. So event pages, and play runner website pages and customers so
customers will get off to different pages, basically.

So, I know the customer would get an experience than everybody else right?
Because that’s what that’s what we want. And that’s what we build these for so
that we can have the opportunities to directly show exactly what we’re trying
to accomplish for each one of these. So that in a nutshell is PlayRunner, and
it’s just being launched now. So if you are a current client reach out to us
most of you already have and you’ve already running on it. So congratulations,
its looking good by the way, there’s some great stuff inside there.

If you are new to ChatFunnels this is the first time seeing it, maybe reach
out to us, let us know, get a trial, get something going on with it, you know,
test it out, have some fun. We are more than happy to help with those and
questions as well.

Again, my name is Sterling. I am the head of client success here at
ChatFunnels. It was fantastic speaking with you today.

We wish you the best in everything you do and everything you try to
accomplish. Thank you. Have a great day.