How to Use Conditional Splits to Personalize Lead Paths

Overview
Conditional splits let you branch your workflow based on lead attributes or behaviors—sending different messages or actions to different segments automatically.

Steps

1. In Leads → Workflows, open (or create) your nurturing workflow.

2. Click the + at the point you want to branch and select Conditional Split.

3. Define your condition:

   • Lead Score greater than X

   • Custom Field (Industry = “Healthcare”)

   • Email Activity (Opened last drip email)

4. For each branch, drag in the next action (Send Email A to those who meet the condition; Send Email B to those who don’t).

5. Save and Activate your workflow.

Tips

• Keep your splits to 2–3 critical criteria to avoid over‑complexity.

• Name each branch clearly (e.g., “High-Score Path” vs. “Low-Score Path”).

• Test each branch by manually moving a test lead through the condition.