Let’s explore five examples that illustrate the power of branching and breathe some new inspiration into your automation setup.

1. Workflows 2.0
or How to Best
Use Branching

2. #inbound12
MAGGIE
GEORGIEVA
@mgieva

3. Workflows Branching: The Simplicity & The Power
7 Examples of Branching Workflows
Evergreen Best Practices & Next Steps
1
2
3
Workflows 2.0 or How to Best Use Branching

4. WORKFLOWS
BRANCHING
The Simplicity & Power

5. The reason behind branching
+ + +

6. With this comes more power

7. Possible checks

8. But you don’t want to end up here

9. So, what are some good ideas?

10. General guidelines
• Am I still talking to the same segment? (e.g. it is not
Mary and then Ollie in the same workflow)
• Is the path I'm creating with branching helping my
contacts move towards the overall goal?
• One singular workflow isn't meant to move all
contacts through your entire funnel.

11. SEVEN WORKFLOWS
EXAMPLES
When Branching
Is A Good Idea
NO
YES

12. Structure of All 7 Examples
• Level: Introductory, Intermediate or Advanced
• Goal: Contact engagement, sales efficiency, etc.
• Method: Actual workflow layout
• Metrics: Numbers to keep track of

13. 1 Ongoing engagement
INTRODUCTORY

14. 1 Ongoing engagement INTRODUCTORY
You don’t have much content.
You want to use it to stay top of mind.
You want to increase contact
engagement through conversions.

15. 1 Ongoing engagement INTRODUCTORY

16. 2 Drive qualified leads
INTRODUCTORY

17. 2 Drive qualified leads INTRODUCTORY
You want to educate contacts in the
consideration stage.
You need to optimize for the best
timing to share product info.
You want to increase the number of
MQLs and conversion to qualified
leads.

18. 2 Drive qualified leads INTRODUCTORY

19. Increase 3 sales efficiency
INTERMEDIATE

20. Increase 3 sales efficiency
INTERMEDIATE
You want to make your sales reps
more productive.
You need to assign leads based on
some validated criteria.
You will measure performance by
checking the contacts in the queue.
$

21. Increase 3 sales efficiency INTERMEDIATE

22. Re-4 engage dormant leads
INTERMEDIATE

23. Re-engage 4 dormant contacts
INTERMEDIATE
You want to bring back leads that are
engaged and get rid of bad ones.
You need to nurture a list of
unengaged contacts.
You will measure performance by the
growth of your newly engaged list.
Z Z Z

24. Re-engage 4 dormant contacts INTERMEDIATE

25. 5 Webinar follow-up
INTERMEDIATE

26. 5 Webinar follow-up
INTERMEDIATE
You want to introduce the most
relevant call-to-action after a webinar.
You need to customize the language
based on someone’s attendance.
You will measure performance by
watching the number of people who
take the call-to-action.

27. 5 Webinar follow-up INTERMEDIATE

28. 6 Trial engagement
ADVANCED

29. 6 Trial engagement ADVANCED
You want to increase adoption of trial.
You need to engage trial leads in
relevant ways.
Your goal is to increase trial to
conversion rates.

30. 6 Trial engagement ADVANCED

31. 7 Drive adoption
ADVANCED

32. 7 Drive adoption ADVANCED
You want to drive more usage of your
product among customers.
You need to promote specific paths.
Your goal is to increase adoption across
the board and these specific paths.

33. 7 Drive adoption ADVANCED

34. EVERGREEN BEST
PRACTICES & NEXT
STEPS
Branching or no branching,
keep this in mind

35. Segmentation is still key. Focus on your Personas.
ROLES
Learner
Game player
Social butterfly
GOALS
Excel at school
Have fun
Make friends
CHALLENGES
Need 1:1 tutoring
Access to facilities
Isolated neighborhood

36. Don’t just create work. Build goal-based nurturing.

37. Use personalization tokens to be relevant

38. Keep it simple
PHOTO CREDIT: EMMAJANE

39. More resources
• Academy: http://academy.hubspot.com/lead-nurturing/
• Knowledge Center: http://knowledge.hubspot.com/

40. THANK
YOU.