HubSpot’s branching logic feature was first announced at Inbound 14 and was described as a feature that would allow you to programme your workflows so that your contacts can be sent down different paths within a workflow, depending on their engagement and interaction. In simplest terms, this means that you can place contacts into different workflows based on their behaviour.
Sounds good right? But how would you apply this logic in your campaign? We’ve provided six ways in which you can implement branching logic in your campaigns.
1. Form submissions
Using branching logic on form submissions means you will never send a contact towards a form that they have already completed. This lets you create actions based on whether the contact ‘has filled out’ or ‘has not filled out’ a selected form.
2. Page view
This lets you branch your contacts on the basis that they have or haven’t viewed a page. This is awesome! If a contact is viewing a particular page on your website you can tailor which content you send them depending on which page they keep coming back to. Also, this is a great tactic to use for a pricing page. If you’ve got a contact that has engaged numerous times by viewing the pricing page – you know they are considering their options of whether to buy.
This allows you to branch your contacts not only on whether they have been sent an email, but also whether they have opened and clicked or opened but not clicked! This is a great option for building email workflows. If a contact has opened an email, clicked but not downloaded a piece of content then the contact may be interested in an alternative piece of content on a similar topic.
4. List Membership
You can branch your contacts based on list membership allowing you to divert contacts down different routes based on whether they are ‘in list’ or ‘not in list’. You can have lists on any property or behaviour in HubSpot, hence the variety of branches you can create based on list membership – the possibilities are endless!
5. Contact property
This allows you to branch based on any contact property. This means that you can select a piece of information - be it their name, email, last conversion, turnover, lifecycle stage, number of employees, twitter handle – anything can be used in this logic to tailor your campaigns.
6. Event (Enterprise licence only)
If you’ve got an Enterprise licence with HubSpot - this one is for you guys. Within this logic you can create events and branch your logic based on whether this event has or has not occurred.
How this helps with lead generation?
You want to make the most of the Marketing Automation you’ve set in place and branching logic is brilliant at optimising your workflows for behaviours or interactions that have, or have not, happened. There are probably hundreds of interactions you are looking out for on a weekly basis when analysing your leads - have they clicked this, have they opened that, have they viewed this page, have they completed this form, what lifecycle stage are they at, how many customers do they have? The list really is endless, so setting up processes to manage this is a real benefit.
In terms of lead generation, branching logic lets you use all of this contact information and to dictate the next move, whether it is an email or simply putting contacts into a different list or change of lifecycle stage.
If you’re looking to learn more about HubSpot branching logic we hold classroom-based HubSpot Training sessions once a month at our offices in London. Click here to sign up to one of our courses, or get in touch to arrange some consultation.