Configuration
| Setting | Description |
|---|---|
| Field to match | Select the field to evaluate (e.g., industry, region, plan_type). Only one field can be evaluated per node. |
| Branches | Define one or more branches, each with a specific value. Contacts whose field matches that value follow that branch. |
| All others | A default catch-all branch that is always present. Contacts whose field value doesn’t match any defined branch follow this path. |
Adding branches
Click Add branch to create a new path. Enter the exact value that should route contacts to that branch. You can add as many branches as you need.Matching rules
- Exact match only. Values must precisely match the stored data, including capitalization, spaces, and punctuation.
Software Developmentdoes not matchsoftware development. - No duplicate values. Each branch must have a unique value. Attempting to reuse a value triggers a conflict error.
- Single-field evaluation. The node evaluates only the one selected field. For conditions that combine multiple fields or use comparison operators, use True/False Branch instead.
Behavior
- When a contact reaches the node, the system reads the current value of the selected field.
- If the value matches a defined branch, the contact follows that branch.
- If the value does not match any branch (or the field is empty), the contact follows the All others branch.
- Each contact follows exactly one path.
Example
A Field Branch on theindustry field with the following branches:
| Branch | Value | Action |
|---|---|---|
| Path 1 | Software Development | Product-led email sequence |
| Path 2 | Financial Services | Compliance-focused content series |
| Path 3 | Healthcare | Security and integrations content |
| All others | (any other value) | General nurture sequence |
industry = Financial Services follows Path 2. A contact with industry = Retail follows the All others branch.
Best practices
- Keep the branch count manageable. Group smaller or less common segments into the All others branch rather than creating a branch for every possible value.
- Verify field formatting. Because matching is exact, confirm that the values in your branches match what your CRM, enrichment tools, or imports actually write. A mismatch in casing or spacing will route contacts to All others.
- Populate the field before branching. Use Magic Enrichment or Update Field upstream to ensure the field has a clean, standardized value before the contact reaches the branch.
- Test with sample contacts. Preview the workflow with known contacts to verify they are routed to the expected branches.
Use cases
- Onboarding by plan type — route Free, Pro, and Enterprise contacts through different onboarding sequences
- Lead routing by region — direct contacts to the appropriate sales team based on their region field
- Nurture by industry — tailor content and messaging to each industry segment
- Lifecycle-based offers — send different promotions based on lifecycle stage (trial, active, churned)