Types of Campaigns: Smart

Smart sequences are more sophisticated campaigns that use conditional logic based on the outcomes of previous steps. They're perfect when you want your outreach to adapt automatically based on how prospects respond.

They operate on an "if-then" basis — if one action occurs, then a specific follow-up happens; if not, an alternative path is taken. This enables a more adaptive approach to your outreach efforts. 

This creates a dynamic sequence that allows for multiple outreach strategies depending on the responses received. Below is a sample of what a smart sequence might look like, created with the Sequence Builder tool.

💡In a smart sequence, Lead Source refers to the origin or channel through which a potential customer, or lead, is added to the campaign.

If you want to learn how to reorder your steps in a Smart campaign, please check out this guide.

In a Smart campaign, when you resume a paused prospect, the system automatically determines which step comes next based on the campaign's conditional logic. You won't be able to manually choose the starting step since the path depends on how the prospect has interacted so far.