2min read

HubSpot Update: Branches in Workflows

by Article by Dan Moyle Dan Moyle | November 29, 2023 at 11:48 AM

As marketers, we love to test. A/B testing email subject lines, testing copy and color in our call to action buttons, and testing social media posts with and without video... 

It's all part of our continued efforts to improve our craft and drive more leads. 

In HubSpot, all what you just read is possible. 

But for the longest time, marketers couldn't test the effectiveness of workflows. 

Until now.

example of how to split a HubSpot workflow

HubSpot customers like you can now use workflows to randomly split enrolled records into evenly sized groups for workflow experimentation.

The Use Case for HubSpot Workflow Branches

This new functionality opens up a world of possibilities for marketers to experiment with different channels and tactics. For example, marketers looking to encourage leads to sign up for an event, could send half of the eligible attendees an email and half of them an SMS, to see which strategy results in more registrations.

Workflow Branches in Action

Your prospect fills out a top-of-the-funnel offer form, downloads their checklist or ebook, and get enrolled in your educational, helpful lead nurturing workflow. 


You believe it takes a few months with this inbound content to get them to raise their hand and ask to talk to sales. 

Meanwhile, sales asks you to put a line in all the emails encouraging them to "talk to sales." 

While you might feel like that's too aggressive, sales says in their experience it's what helps reduce time-to-close on their leads.

Instead of arguing about it and making the next company meeting all awkward, you can test it by putting contacts into the random splits!

Testing leads to more data and analysis, and less guessing. And that is why we love this new functionality in HubSpot workflows.

Your Turn

What do you think? Can you think of other examples where Random Split Branch in Workflows functionality could add value to your HubSpot usage?

Leave us a comment below, or find us in social and send us a DM. We want to hear your stories! 

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