Lead qualification funnel

Scrollmark can run a multi-step DM conversation that qualifies a lead, collects their email or phone number, and exports the result to your CRM — all without a human touching the keyboard. This playbook walks through the full funnel.

What you're building

1. A follower triggers the journey (keyword, comment, ad click, etc.).
2. Scrollmark asks a series of qualifying questions via quick-reply buttons.
3. The user's answers branch the flow — different paths for different responses.
4. At the end of the funnel, Scrollmark asks for an email or phone number.
5. The collected data is exported to your CRM (HubSpot, Klaviyo, Zendesk, or a webhook).

Step by step

Set up the trigger

Any trigger works here, but the most common starting points are:

• User sends a message with a keyword filter — "DM us INFO to get started"
• User comments on a post — pair with a comment reply to open the DM window (see the Comment-to-DM playbook)
• User clicks on an ad — Meta click-to-message ads fire this trigger directly

Ask the first question with quick replies

Connect a Send a direct message action. In the message editor, write your first question and add quick-reply buttons for the possible answers. Each button creates a subnode on the canvas that routes the user down a different path.

Example:

Hey! What are you most interested in?

Buttons: Pricing · Product demo · Just browsing

Each button maps to a subnode. Wire each subnode to the appropriate next step.

Branch and continue

From each subnode, connect another Send a direct message with a follow-up question. You can go as deep as you need — two or three questions is usually enough to qualify without losing the user.

Use Condition nodes between steps if you want to branch on something other than a button press — for example, User follower count (treat high-follower leads differently) or User has tags (skip the intro for returning customers).

Collect contact info

At the bottom of the funnel, send a DM that asks for the user's email or phone number:

Last step — what's the best email to reach you at?

Add a Listener node set to listen for an Email or Phone number response. Scrollmark's built-in listener filters recognize email addresses and phone numbers automatically — you don't need a regex.

Once the listener fires, the user's response is stored. You can also use a custom variable to hold the value for downstream steps.

Store to user profile

Drop a Store Fields to User Profile internal action after the listener. Map the collected email/phone to the user's profile. This makes the data visible on the user's card in the Audience tab and available to future journeys.

Export to your CRM

Connect an Export node at the end of the funnel. Pick your destination:

Map the fields you collected (email, phone, answers) to the CRM's expected fields in the Export node configuration.

Publish

Run through the flow in Test Mode with your own account first. Confirm each quick-reply path works, the listener picks up the email correctly, and the export reaches your CRM. Then publish.

Tips

• Keep it to 3 questions max. Every extra step costs you drop-off. Ask only what you need to route the lead.
• Use quick replies, not free text, for qualifying questions. Buttons are faster to tap and always produce clean data. Save free text for the email/phone collection step.
• Tag users at each stage. Drop an Apply Tag internal action after each question. Tags like lead-pricing, lead-demo, lead-browsing let you segment these users in the Audience tab later.
• Set a timeout on quick replies. In the quick-reply config, set a timeout (e.g. 24 hours). If the user doesn't respond, the journey can fall back to a different path or end gracefully.
• Test the CRM export separately. If the webhook or integration isn't configured, the export node will fail silently and the journey will continue. Check your integration settings under Settings → Integrations before going live.

Related pages

• Journeys — builder basics, quick-reply subnodes
• Triggers and actions — listener filters, export node
• Custom variables — store answers mid-funnel
• Comment-to-DM converter — how to open the DM window from a comment trigger