A case study featuring Márton Fűr, AI DM automation agency owner based in Europe
When Márton Fűr first discovered CloseBot in July 2024, he was already a power user of GoHighLevel, comfortable building complex automations, managing multiple client accounts, and piecing together workarounds to make AI-driven outreach function the way he envisioned. What he found in CloseBot V1 still blew him away.
“If you were good with GoHighLevel, you could still make anything happen with V1,” Márton recalls. “And even then, I loved it. Like, even then, I loved the software itself and how I could customize everything.”
That early love has only deepened. Today, Márton runs a growing AI DM automation agency serving personal brands, influencers, and content creators. CloseBot sits at the core of everything he does.
The V1-to-V2 Migration: Worth Every Step
Moving from V1 to V2 wasn’t instant and Márton is transparent about that. He had built an intricate web of GoHighLevel automations specifically to compensate for features that V1 didn’t have. With 10 clients, 10 different bots, and 10 separate GoHighLevel accounts, pressing “migrate” and calling it a day wasn’t an option.
“My bottleneck was that I built so many GoHighLevel automations to make up for features that V1 didn’t have, that now V2 actually has,” he explains. “I couldn’t just move everything over, because all those automations wouldn’t work the same way.”
Instead, Márton took a deliberate approach: he purchased V2, spent a couple of months learning the platform deeply, and then migrated clients one by one as he grew comfortable. It was methodical. It paid off.
“Now with V2, it’s so clean, it’s so visually clear… it’s all in front of you,” he says. “It’s so fast to make an adjustment. Before, it would take me days to make one single little change on a bot. Now I’m much calmer when a client asks for something.”
The shift over to V2 was about clarity and confidence. The tangled GoHighLevel dependency has been steadily shrinking, replaced by CloseBot-native workflows that are easier to build, easier to read, and easier to hand off to his growing team.
Outperforming Human Setters
One of Márton’s most striking results came from a direct head-to-head comparison. A client had previously relied on human setters, people manually messaging leads and booking appointments. Márton came in, built a custom CloseBot agent, and let the data speak.
“We are outperforming what human setters were doing,” he says simply.
The win wasn’t just in raw booking numbers. It also came in operational efficiency. His clients’ human employees had been spending significant time manually updating Google Sheets, logging follow-up messages sent, tracking responses, keeping records. With CloseBot handling the automation, that burden largely disappeared.
“I tell my clients: your human employee will have to do 90% less work from now on. Just manage the AI, oversee everything.”
Building Toward the Next Frontier: DM Closing
Márton is never standing still. While appointment setting remains his core service, he’s actively pushing into new territory: building agents that close low-ticket sales entirely within the DMs, no phone call required.
His target clients (influencers, content creators, personal brands) often sell $37 fitness apps, $97 programs, or $9 eBooks. For them, a booking-focused funnel isn’t always the right fit. Márton is building flows that qualify leads, send personalized testimonials, drop the pitch (complete with video and voice messages for a human feel), handle objections, and follow up until the purchase is made.
“I want to make the conversations as human and as customized as possible, so people actually believe they are talking to a human,” he says.
When he shared this vision with the CloseBot team, it was immediately practical. CloseBot’s founder walked him through a live solution using GoHighLevel payment forms, query parameters, delay variable nodes, and automated field updates to detect and respond to a completed purchase in real time. There really are no limits to CloseBot’s potential.
“This is super good. I have not thought of this,” Márton said during the session. “I’ve used GoHighLevel for everything I needed to make CloseBot work, but this is very nice as well.”
What Keeps Márton Loyal
Ask Márton what makes CloseBot different, and he doesn’t just cite features. He points to community and founder presence.
He’s vocal about the quality of the underlying AI. A committed Anthropic advocate, Márton has tested alternatives and keeps coming back. “Whenever I switch to OpenAI and try it, it’s absolute trash. Anthropic would never respond that way.” That’s one of the things that CloseBot users love. CloseBot isn’t locked in to OpenAI like other platforms. You get the freedom of choice.
And through all of it… the migrations, the experiments Márton’s verdict on CloseBot V2 is clear:
“You have truly created something awesome. It does work exceptionally well. I think you are ahead of the competition by a mile.”
Key Takeaways
For agencies considering CloseBot:
- V2’s visual flow builder reduces client adjustment time from days to minutes
- The platform actively reduces reliance on complex third-party automation stacks
- CloseBot agents can outperform human setters in appointment booking with tracked data to prove it
- The combination of CloseBot and GoHighLevel’s native payment tools opens the door to fully automated DM sales flows
Márton’s advice for new users: Take the time to learn the platform before migrating everything. A few months of exploration pays compounding dividends.
Márton Fűr is an AI DM automation agency owner specializing in Instagram outreach for personal brands, influencers, and content creators. He has been a CloseBot user since July 2024.
Frequently Asked Questions
What is CloseBot and what does it do? CloseBot is an AI-powered DM automation platform designed for agencies and businesses. It allows users to build conversational AI agents that automatically engage leads, qualify prospects, book appointments, and close sales all through direct message channels like Instagram. It integrates with tools like GoHighLevel to create end-to-end sales automation workflows.
Can CloseBot replace human appointment setters? Based on real agency results, yes CloseBot agents have been shown to outperform human setters in head-to-head comparisons, with trackable data to support the claim. Beyond booking rates, CloseBot also eliminates the manual admin work (like updating Google Sheets) that human setters typically spend significant time on, freeing your team to focus on higher-value tasks.
How difficult is it to migrate from CloseBot V1 to V2? The migration depends on how many GoHighLevel automations you built to compensate for V1’s limitations. For power users with many clients and complex workflows, a gradual migration is the recommended approach. Most users find V2 significantly cleaner and faster to work with once they’re familiar with it, reducing bot adjustment time from days to minutes.
Does CloseBot work for selling low-ticket products, not just booking calls? Yes. While CloseBot is widely used for appointment setting, it can also be configured to close sales entirely within the DMs. Using delay variable nodes, GoHighLevel payment links with query parameters, and automated field updates triggered by a completed purchase, you can build a full DM sales flow, including objection handling and product delivery, without a phone call.
What AI model does CloseBot use? CloseBot runs on Anthropic’s Claude models. Users who have tested multiple AI providers consistently find Claude to be more conversationally natural and context-aware than alternatives, which is especially important for DM automation where responses need to feel human and empathetic.
Is CloseBot good for personal brands and content creators? Absolutely. CloseBot is well-suited for personal brands, influencers, and content creators, particularly those selling coaching programs, digital products, or booking discovery calls through Instagram DMs. It can be combined with tools like ManyChat to send voice messages and video messages, making automated conversations feel more personal and on-brand.
How does CloseBot handle split testing? CloseBot is building out native split testing functionality, starting with persona-level A/B testing. Users will be able to run two personas simultaneously, track sentiment and goal completion rates (such as appointments booked), and declare a winner, all within the platform. Flow-level split testing for things like opener messages and follow-up timing is also on the roadmap.
What reporting and analytics does CloseBot offer? CloseBot is rolling out custom dashboard capabilities that include response time tracking, lead scoring, sentiment analysis per conversation channel, and an agency-wide view across all sources. Conversation drop-off tracking is also built and will be included in the reporting rollout. Clients can have their own custom dashboards as well.
What makes CloseBot different from other AI sales automation tools? Beyond the product itself, users consistently highlight the active founder presence in the community, the speed at which features are shipped, and the quality of support as key differentiators. The platform is purpose-built for agencies, with features like white labeling, client seats, re-billing, and a client demo portal that generic automation tools don’t offer.
Who is CloseBot best suited for? CloseBot is designed primarily for digital marketing agencies and AI automation agencies that manage DM outreach on behalf of clients. It’s particularly effective for businesses in the coaching, consulting, home services, and personal brand spaces where Instagram and Facebook DMs are a primary lead generation channel.