Multi-step Campaign
A multi-step campaign is a planned series of messages or touches delivered over time, often with branching logic, to move a prospect from awareness toward a defined conversion.
In depth
Each step in the sequence has a trigger, a delay, and a condition: open an email, wait three days, send a follow-up unless the prospect booked a call. This branching turns a flat broadcast into a responsive dialogue, where a click on a pricing link might fast-track someone to a sales touch while a non-opener loops back for a different subject line.
The frequent mistake is over-engineering the tree before any data exists, producing dozens of branches that nobody can debug. A leaner approach starts with three or four steps and adds conditions only where real behavior justifies them. In a quiz-funnel context, the campaign begins the moment a respondent's score is known, so the very first step can reference the result they just received.
Example in practice
Frequently asked questions
How many steps should a campaign have?
Most effective B2B sequences run three to seven steps; fewer risks being ignored, more risks fatigue. Start lean and extend only where engagement data shows prospects need another nudge.
What is the difference between a campaign and a single broadcast?
A broadcast is one message sent once to everyone, while a multi-step campaign delivers a timed series with conditions. The campaign adapts to behavior, whereas the broadcast treats every recipient identically.
When should a step branch?
Branch when a measurable behavior should change the next message, such as clicking a demo link or ignoring two emails. Avoid branches that exist only in theory, because they add complexity without lifting results.