Fullbay 2x'd chat-influenced pipeline by turning after-hours traffic into booked meetings

When inbound demand hits a “dead zone”

Fullbay builds software that helps heavy-duty repair shops run their businesses, from managing service requests to invoicing and customer communication.

As Chief Marketing Officer, Matt Stone focuses on a single outcome: generating qualified pipeline and turning inbound interest into real conversations with sales.

But the team discovered a major gap in their inbound experience. Many potential buyers were visiting the website outside working hours. And when they opened the chat, no one was there.

“After hours was basically a dead zone for us.”

Even during the day, chat coverage was limited. Only one or two people were available to respond, which meant visitors sometimes waited longer than expected. And that delay could quickly turn a positive experience into a negative one.

“When someone chats and no one responds, you go from creating a positive experience to actually creating a negative one.”

Fullbay needed a way to engage inbound visitors immediately, without hiring more people.

From “fill out a form and wait” to instant conversations

Fullbay had already been using Chili Piper to improve how inbound leads move through their funnel.

Before implementing the platform, demo requests often stalled between form submission and the first conversation with sales.

“Speed to lead and the drop-off between people requesting a demo and the people that actually booked demos was this flashing red area.”

Chili Piper helped close that gap by allowing prospects to schedule meetings or connect with sales immediately after submitting a form.

"With Chili Piper, they’re booking in advance or getting connected right away, so it immediately made a pretty significant impact.”

Matt Stone, CMO at Fullbay

Over time, Chili Piper became a core part of Fullbay’s inbound workflow.

“Chili Piper is our lead routing workflow engine.”

Extending the platform with Chat AI

When the Fullbay team started evaluating AI-powered chat, they realized Chili Piper could extend the same workflow to website conversations.

Today chat runs across most pages of the website. During business hours, the team runs experiments comparing human conversations and AI-assisted chat.

“We’ve been testing during working hours a human versus an AI and seeing which route converts better in terms of booked demos.”

After hours, Chat AI takes over. Instead of simply collecting contact information, the AI can engage visitors and attempt to book meetings automatically. 

This ensures inbound visitors can still start conversations with Fullbay even when the sales team is offline.

The results were immediate. The month of full launch became Fullbay's single best chat-influenced MRR month in over a year.

Supporting more conversations without adding headcount

One of the biggest operational benefits has been efficiency.

Instead of expanding the team responsible for chat, Fullbay can rely on AI to handle overflow conversations and after-hours traffic.

“We don’t have to dedicate as many resources to chat as we might otherwise.”

During the day, one team member can manage conversations while the AI steps in when needed.

At night, Chat AI continues engaging visitors automatically.

Since adding Chat AI to their inbound workflow, Fullbay's chat-influenced closed MRR has more than doubled compared to their previous chat solution.

A system built for continuous experimentation

For Fullbay, the biggest advantage of Chili Piper is flexibility.

The platform allows the team to test different approaches to inbound engagement and refine how leads move from interest to conversation.

The marketing team regularly experiments with:

• human chat vs AI conversations
• different chat prompts and flows
• new routing and booking workflows

Their main success metric is simple.

“The main metric is booked meetings. We want to see if it’s actually booking more calls for our reps.”

By continuously testing and optimizing these workflows, Fullbay can improve how inbound demand turns into real pipeline.

Not just scheduling, but a full inbound workflow engine

For Fullbay, Chili Piper started as a way to fix a critical speed-to-lead problem.

Over time, it has grown into a central part of the company’s inbound workflow, helping the team route leads, connect prospects with sales faster, and now engage website visitors through AI-powered chat.

That flexibility is what keeps the platform valuable as the company continues to grow.