What it does
It tailors the nurture sequence based on the lead’s behaviour – clicks, replies, survey answers, or page visits – so each person only receives messages that match what they care about.
Why I recommend it
When every lead gets the same drip, the majority tune out before they ever see the offer. Behaviour-based branching lets you stay relevant, respect their time, and keep the hottest prospects moving toward a call without annoying everyone else.
Expected benefits
- Higher reply and conversion rates from relevant follow-up
- Clearer insight into what each lead is interested in
- Less manual sorting of “ready now” vs “just curious” prospects
- Reduced unsubscribes because people can skip what doesn’t apply to them
How it works
Lead opts in → your system tracks what they click or answer → automation adds tags or scores and moves them into the matching nurture path → content references their selection and proposes the next logical step → the CRM updates the deal stage so sales can see context at a glance.
Quick start
Pick the top 3 – 4 services or pain themes you sell. Tag the link or button that represents each theme and send a short follow-up sequence that speaks directly to that topic. Leave anyone who never clicks in the default educational path so they still receive value.
Level-up version
Layer in quizzes, calculators, or mini-surveys so the branching logic can combine behaviour (clicks) with stated needs (budget, urgency). Use AI to rephrase the email intro or SMS based on the specific tag to keep copy human without writing 12 separate emails.
Tools you can use
Email/marketing automation: GoHighLevel, ActiveCampaign, MailerLite
CRM: GoHighLevel, HubSpot, Pipedrive
Automation: Zapier, Make, n8n
Data store/logic: Airtable, Google Sheets
Technical implementation solution
- No-code: Use your email automation builder → tag link clicks or form answers → branch each path to its own email/SMS sequence → update CRM stage or task → notify owner when a lead hits a “ready” branch.
- API-based: Capture webhook events for clicks/form answers → run rules engine (Sheets/Airtable or custom) → call CRM/email API to update tags and queue the correct sequence → push activity summaries back into Slack/CRM.
Where it gets tricky
- Normalising tags across platforms
- Preventing people from being in conflicting branches
- Keeping historical behaviour when you refresh your sequences so reporting stays accurate
