Digital Marketing is about building a brand relationship with our customers by delivering personalized messaging at just the right time. We do this by creating dynamic emails and landing pages, configuring lead scoring, and by automating communication to continuously nurture leads through the marketing funnel.
But what if a lead completes our conversion goal before all of the communication has finished? We can leverage branching within the Visual Workflow Builder to automatically remove leads from an action group when specific events occur, or to begin different actions based on filters applied to a single trigger. This article introduces the concept of branching. For guidance on how to make a Visual Workflow, please review Creating a Visual Workflow.
The following User Roles can create branching workflows in the Visual Workflow Builder.
- Administrators
- Marketing Managers
What's a Branching Workflow?
Branching workflows are groups of actions originating from a single trigger. Workflows can branch in one of two ways:
- Filter Branching: Multiple filters originating from a single trigger, each of which has specific action groups. For example, if a lead submits a form (our trigger) we may have filters in place for "Open Lead", "Qualified Lead", or "Contact".
- Action/Trigger Branching: Branches that are created from an action in a "parent" action group. For example, if we sent a group of leads an email, and a subset of that group clicks a link in the email and visits our site, these recipients can be removed from the original action group and "branched" into separate communication.
Action/Trigger Branching allows users the option to choose whether a lead continues on the parent group, or is removed from that action group once the Action/Trigger branch event has occurred. Users can select this option by clicking a checkbox on the Configure Trigger modal.
Only certain actions can be used to create branching triggers. These options are outlined in the table below.
| Action | Branching Triggers |
|---|---|
|
Communication
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Contact Edit Actions
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