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How it works

When a contact reaches a Variable Branch in a workflow, Conversion checks the value of the variable you’ve selected (for example: industry, region, or plan_type). Each defined path corresponds to a specific value of that variable.
  • If the contact’s variable value matches one of the defined paths, they will continue down that branch.
  • If the value does not match any of the listed paths, the contact will automatically be routed down the All others branch.
This ensures every contact always has a valid path forward.
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Example

Let’s say you’re branching based on the industry variable:
  • Path 1: Software Development → Send a product-led email sequence.
  • Path 2: Financial Services → Send compliance-focused content.
  • Path 3: Healthcare → Send security and integrations content.
  • All others → Send a general nurture sequence.
If a contact has industry = Software Development, they’ll follow Path 1. If they have any other industry value (like Education, Retail, or Unknown), they’ll be routed to All others.
  • No duplicate values: Each path must have a unique value. If you try to reuse the same value across multiple paths, Conversion will show a conflict error.
  • Always an “All others” branch: Even if you don’t define it explicitly, every Variable Branch automatically has an “All others” path so no contacts get stuck.
  • Exact matches only: Branching values must exactly match the variable’s stored value (including capitalization, spaces, or punctuation).
  • Single-variable logic: A Variable Branch evaluates only one variable. If you need multiple conditions with AND/OR logic, use a True/False Branch instead.

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Common Uses

  • Sending different onboarding sequences based on plan type (Free, Pro, Enterprise).
  • Routing leads to different sales reps based on region.
  • Tailoring nurture streams to industry.
  • Providing personalized offers depending on lifecycle stage.

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Best practices

  • Keep it clean: Don’t create dozens of paths unless necessary. Group smaller segments together and use “All others” for long-tail values.
  • Review variable formatting: Make sure the values you expect (e.g. Information Technology & Services) match exactly how they’re stored in your CRM or enrichment source.
  • Test with sample contacts: Run test contacts through your workflow to confirm they branch as expected.
  • Combine with enrichment: Use Magic Enrichment to fill in missing variables before branching, so more contacts land in a specific path instead of “All others.”