Good marketing automation starts with a goal in mind. By using branching logic in Workflows, you can further develop distinct nurturing experiences for your contacts based on their behaviors, as a means for acheiving the Workflow's main goal.
The workflow should achieve your initial goal, and branching logic allows you to optimize the content you send based on a set of milestones or behaviors, for example, being sent a specific email, clicking a link, visiting pricing page, etc.
You should always enroll a list of segmented contacts in your workflows in order to target a specific cohort. Use branches to deliver targeted content based on user's behavior. Avoid enrolling all contacts and using branch logic to do the segmentation.
Let's consider the real world example of a workflow to convert marketing qualified leads (MQL) to sales qualified leads (SQL):
- Your workflows enrolls contacts based on submitted an MQL form on your website or by being added to an MQL Smart List.
- Use workflow steps to send nurturing emails to the MQLs
- You may have a branch that sends the contact a link to talk to sales if they visit your pricing page.
This is a good use of branch logic, since we are enrolling a segmented list of contacts and using branches to send targeting content based on the lead's behavior. Leads that do not visit the pricing page will continue to be nurtured, and those that complete the milestone of visiting the pricing page will receive a targeted email.
Learn how to use branching logic in workflows here.