Add an If/Else step to any sequence that routes each lead down a different path based on their data. Build rules on any lead field, including custom variables such as recruiter count or the new automatic Seniority field, so VPs and executives get a different message than other employees. Combine rules with AND/OR, preview how many leads will take each path before launch, and compare results per branch in analytics.

After the branches, choose whether each path runs independently to the end, or rejoins at a Merge point so both groups continue on the same shared follow-ups. No more duplicating campaigns to personalise for different audiences.

• Alternative titles, depending on your roadmap's tone:

• Smart Branching: Personalise Sequences by Lead Data

• If/Else Conditions for Sequences

• Audience-Based Sequence Paths