Conditions are used to define the criteria that our campaign engine should look for when including targets in your campaign

Our current version provides 19 different condition options that allow you to build flexible segments and targeting criteria for your Automated Campaigns:

  1. Landing Page Activity
  2. LeadBox
  3. Web Visitor Activity
  4. Social Activity
  5. Data Fields
  6. Campaign Activity
  7. Tags
  8. Geography
  9. Scoreboard
  10. Opportunities
  11. Calls
  12. Meetings
  13. Support Cases
  15. Contracts
  16. Target List
  17. GoToWebinar
  18. ZenDesk
  19. Chats

Landing Pages

Your landing pages are beautiful, CTA-filled conversion traps. If a prospect converted to a lead by opening the landing page and filling out the form, you can move him/her to a different Drip Campaign, raise his/her the Lead Score, or even (for SugarCRM) users, convert him/her to a lead via the Convert Record action.
Here is a cool fact. You can combine a Landing Page condition with a Data Field condition. For example, you can thus filter out everyone who uses a Gmail email address or works in Marketing.
When you select only targets who converted on a specific landing page and entered a specific value on the form, it becomes easy to only select those whose annual revenue is above $1,000,000, for example.

Landing Page Operators

Successful Conversion - this means any lead who has completed a landing page
Abandoned - a lead has visited your page, but for some reason or another, they have left it and not completed the form
No conversion - a lead has never converted on a form



Web Site Activity

Someone who visited your website’s Features page, then Pricing, then promptly left is a different type of prospect from someone who visited Pricing first, then spent half an hour reviewing every feature (and maybe even watched a few videos). Our Web Activity Condition will allow you to segment prospects based on their activity on your website. Each type of behavior deserves its own Auto Campaign.

Use our Web Activity condition to send the prospect more information like the one he read on your website, or hit him with an unexpected Unique Selling Proposition. You may want a campaign to start as soon as the prospect visits the Pricing page. Or maybe your ideal lead is the one who views About Us for more than 5 minutes. Use any combination of pages visited, time per page, time on the entire website, or even the direction of movement from page to page. It’s your recipe for a perfect lead - we just provide a large assortment of fresh ingredients.

You’ll also want to know how many times a prospect visits your website and who referred them (Google, Facebook, organically etc..). Likewise, if a prospect hasn’t visited your website in a while, you’ll know. All of the above could be a trigger. Set a pattern of triggers and actions wisely, and your prospects won’t know what hit them. Time and time again, they will be swayed (in your favor) with unique and relevant information at the exact time they are most willing to listen. Old fashioned marketing tried to give prospects a reason to say Yes to your offering - our Marketing Automation gives them no reason to say No.

Web Site Activity Operators

Total Visit Duration: [is greater than (minutes) or is less than (minutes)]
Specific Pages Viewed: [http://------]
Unique Page Views: [is greater than (pages) or is less than (pages)]
Total Number of Visits: [is greater than (pages) or is less than (pages)]
Referred from: [google]
Last Activity: [is greater than (days) or is less than (days)]

Social Activity

“Leverage your Likes”

We have pre-embedded cool Social Media buttons into every email template for years. Let’s take it to the next level. Seeing beautiful social reports is cool, but now we let you use social response to your emails as a trigger for more actions and selections within an Automated Campaign.

In human terms: If someone shares your email on Facebook, you can make that a trigger to send him a Thank You note. Someone commented on that share post? Cool, how about you make that a trigger for alerting your Marketing intern to take a look at that comment (the commenter is a potential lead, right?). Same thing for Twitter and LinkedIn. Whether you care about social response to one or several emails, you can create a trigger for that.

So, let’s say a prospect liked my very important, best-CTA email on Facebook - you may want to send him on a quick path to Sales. But if a prospect just re-tweets “Any Email Campaign,” you may have a longer, gentler nurturing path for him/her (because a slow sale is better than a fast scare).

Facebook Like: [select a campaign]
Facebook Comment: [comment text contains]
Shared on Facebook: [select a campaign]
Mentioned on Twitter: [select a campaign]
Shared on Linkedin: [select a campaign]

Data Fields

When we said that everything can be used as a trigger, we meant everything. Think about any Data Field you have in your Marketing program or your CRM.

Have a CSV list? Great! Use any field - repeat, any field - as a condition when creating your campaign. For that matter, use two fields, or ten. It’s the kind of flexibility that separates true marketing automation from glorified auto-responders. As you know, we allow unlimited custom field. So if, for example, you want to target every left-handed, blue-eyed, toast lover in an ambivalent mood, who has an aunt in Philadelphia - you can do that.

Tired of sending 3,000 emails to Junior Marketing Interns? Make sure that your sales team only sees the VP of Marketing or COO as qualified leads by selecting the relevant titles as conditions. Prevent internal civil wars by creating campaigns that target only your leads or leads assigned to a specific sales representative. Our permission layer ensures that every users data is separated and only available for that user.

*Note- The system works on the field value of a given data field, not the label value.

Field types:
Equals, Does not Equal, Contains, Does Not Contain or is Blank/Empty, *On Next Anniversary of (m), *On Every Anniversary of (m), *On Next Anniversary of (y), *On Every Anniversary of (y)

*Note - For Date/time fields, you'll see the additional operators for Anniversary campaigns. 'On Next Anniversary of' means that a record will only match against this condition once, regardless if recurring automation is enabled. 'On Every Anniversary of' means that a record can continue matching this condition every time the anniversary date/time of the field has been reached (recurring automation must be enabled for records to go through an automation more than once).

Important Note - For Anniversary operators, the system checks if the date/time field matches at midnight dependent on the timezone settings in your LeadFWD account (i.e if timezone in LeadFWD is EDT, the system will check at midnight EDT if the date/time field matches)

Campaign Activity

Campaign activity makes for an easy trigger. You can target someone who opened a particular email campaign or someone who opened any email at all. Auto-responders and automated campaigns can also be used as triggers.

Here are a few easy actions to schedule based on campaign triggers:

#1.) "If a target opened email A, I want to send them follow up X.”  This is the most linear, action followed by reaction tactic.
#2.) "If a target didn’t open my email, I want to send them down a different nurturing path.” So, if a prospect is not interested in viewing one of your videos, there is no need to send another five videos to him/her. Instead, you can try sending a coupon. Alternatively, maybe you are contacting this prospect too frequently and want to move him/her to a nurturing path with a longer wait time between communications.

#3.) “If they opened my email AND clicked the link to my website, I’m going to send them a different, more purchase-ready material.” When your prospect shows interest, it may be a sales opportunity. But wait too long, and the prospect has moved on. So pre-set an email with your best sales-pitch to be sent out as soon as the prospect visits your website from a link in your email. Or you can pre-set an alert to be sent directly to one of your Sales representatives to give that prospect a call. Bottom line is that you have to be ready when the prospect is ready, never the other way around.

With LeadFWD, it’s easy to see who opened your email, which links they clicked, who forwarded your email to a friend, and who unsubscribed (traitor). Actually, we automatically embed the unsubscribe button into all of our email templates. This is a good thing - it cleans your list from irrelevant targets and keeps you in compliance with Spam legislation (making your emails less likely to get blocked by Spam filters). So again, with LeadFWD, you win.
Did not Open
Clicked Any Link
Clicked a Specific Link: [Select a Link]
Opened but did not click
Clicked Unsubscribe
Forwarded the Message


Tags are a great way to seamlessly segment and categorize your targets. They can be particularly powerful when used as the first condition in an automated campaign, as you can add or remove tags to start and end campaigns for targets - or to even transfer them automatically to more relevant campaign tracks.

Assign as many tags as you want to any record in your CRM or Marketing List. If you use the Tag Condition for your new Automated Campaign, you’ll see all of your tags available as a “tag database.” A tag is like a Data Field that you filled out on your contact’s behalf (conceivably, you can even tag your “problem” contacts and send them a damage-control email every once in a while).

On the flip-side, you can assign Tags based on the contact’s actions in your Automated Campaign. So, if a target exhibits certain behavior or performs a specific action, you can automatically add a tag to their profile. Tags are also very useful for creating simple and complex workflow campaigns for operations and reporting.
Enter a Tag ID that must be true for the condition


The Geography condition can be used to define a geo-location for target(s) based on either custom fields containing their location or their Last Seen location.

After you define a Country, Region (State) and City, you can take it to another level and define a radius (in miles) around the selected city. This allows for geo-specific targeting and promotions. It also helps avoid contacting contacts outside of business hours. Imagine selling tickets for a game between the Philadelphia Flyers and the New York Rangers - you can send one email/landing page combination to your targets around Philadelphia and another to those around New York.

[Select Country] [Select Region] [Select City] [Enter Radius in miles]


Scoreboard is where Lead Scoring demonstrates its true worth. Not only can you see which prospects are maturing into qualified leads or where there are bottlenecks in your funnel, but you can use the Scoreboard/Scorecards as conditions within your Automated Campaign.

For example, you may have determined that a target with a score of at least 150 make for great qualified leads, so you can target all leads that have a minimum score of 150. That same concept also applies to targets below a certain score. You can also select or exclude prospects in a given lifecycle stage.

But wait, LeadFWD let’s you set deeper conditions than just score and lifecycle. Let’s say that you want to target only those who opened your Happy Holidays email and clicked on one of the three most important links (let’s say, Features, Pricing, or Buy Now), versus the links that are less useful to you (let’s say, Careers). You can create a scorecard specifically for that email. On that scorecard, you will assign a high score to the important links (let’s say 50) and a low score to useless ones (let’s say 5). You can then send everyone with a score above 50 to one nurturing path and the ones below 50 to another path.

..and another trick: You can target inactive contacts by selecting those whose score has not changed in X number of days. This also works for your most active contacts.


Total Score: [At Least or At Most] [value]
Lifecycle Stage: [Equals or Does Not equal] [Select Stage]
Scorecard: [Score is at least or Score is at most] [Select a Scorecard]
Score Last Changed: [Is greater than or is Less than] [value] days

Opportunities (SugarCRM/SuiteCRM/Salesforce)

In a B2B setting, sales are usually preceded by opportunities. If you are a CRM user, you already know about the Opportunities tab, where you can create an opportunity for an account. In Opportunities, you can specify the amount, sales stage, expected close date, whether new or existing business, probability, lead source, and more. As you already expect from LeadFWD, each of the above criteria can be used as a condition in our Automated Campaigns.

So if you want to target all opportunities above $10,000 in the Proposal sales stage that are expected to close by the end of the month, you can set that as a condition. If you only want to focus on existing business referred by Bob and with an above 75% probability of success, then who are we to say no?

Amount: [Is Above or Is Below] [value]
Sales Stage: [Equals or Does Not equal] [Select Stage]
Expected Close Date: [Is Before or Is After] [date]
Type: [Equals or Does not equal] [New Business or Existing Business]
Probability: [Is Above or Is Below] [value]%
Lead Source: [Equals or Does not Equal] [select source]

Calls (SugarCRM)

In the ancient times of last decade, calls were handled separately from email. But with LeadFWD, you can use the calls you planned or held with contacts (as marked in your CRM) as conditions in an Automated Campaign.

It could be as simple as scheduling a Thank You email to send as soon as a call is held. Or you can send a reminder to yourself an hour before a call is scheduled with this new account that’s so important to the company. Some inventive uses for call conditions is to send periodic support communications to anyone who visits your help desk or to set up a call with senior management for someone who held a call with a particular Sales representative.

You may select all calls before or after a certain date, or, for example, all calls X hours from today. You can even specify whether to focus on inbound or outbound calls. Of course, it matter whether a call is held, not held, or just planned. So pick a call condition or trigger that best fits each desired action.

To take this one step further, you can leverage custom data fields and/or custom values within stock as well as custom data fields within the calls module. Here are a few operators for the native fields in the calls module.

Start Date/Time: [Is Before or Is After] [Date/Time]
Start Date/Time Is In: [Hours, Days, Weeks] [Text]
Direction: [Equals or Does Not Equal] [Inbound/Outbound]
Status: [Equals or Does Not Equal] [Planned, Held, Not Held]

Meetings (SugarCRM/SuiteCRM)

A full CRM integration means that even physical meetings are part of online marketing. As long as it is recorded in your CRM, any scheduled or held meeting could be a trigger in an Automated Campaign.

One obvious use of this is to automatically send a friendly reminder to a contact before a planned meeting or you could add your prospect to an Automated Campaign to kick in right after the meeting.

As with calls, you can select calls by whether they are before or after a certain date, by how many hours/days/weeks they are from today, or by whether the meeting was actually held.


Start Date/Time: [Is Before or Is After] [Date/Time]
Start Date/Time Is In: [Hours, Days, Weeks] [Text]
Status: [Planned, Held, Not Held]

Support Cases (SugarCRM/SuiteCRM)

From what we hear, support is a separate sinkhole for many of our competitors - “Abandon hope all ye who enter here.” We are turning support into - you guessed it - a condition/trigger for our Automated Campaigns.

For example, you can create a campaign where every high priority support ticket gets a phone call and a follow up email. Perhaps, you want to set up separate nurturing paths for support tickets related to administration, product, or user issues. Of course, you know that a new support ticket should be treated differently from an assigned one. Same goes for closed ones, those pending input, or the ones that were rejected or found to be duplicate. With LeadFWD, you can break your support funnel into easily manageable and automated parts just like you would do with the sales funnel. That is just another reason why LeadFWD is a full-service Marketing Automation solution.


Priority: [Equals or Does Not Equal] [High, Medium, Low]
Type: [Equals or Does Not Equal] [Administration, Product, User]
Status: [Equals or Does not Equal] [New, Assigned, Closed, Pending Input, Rejected, Duplicate]

Quotes (SugarCRM/SuiteCRM)

With LeadFWD, quotes are yet another great condition/trigger for an Automated Campaign. Select all quotes before a certain date or all quotes after Tax Day, for example, and send a reminder - maybe even follow up with a call or a discount to sweeten the deal. Differentiate by stage: draft, negotiation, delivered, on hold, confirmed, closed accepted, closed lost, and even closed dead. Each type of a quote deserves its own auto-responder or a series of follow up actions. At the end of the day, it’s all about becoming Prom King.


Valid until Date/Time: [Is Before or Is After] [Date/Time]
Expires In: [Hours, Days, Weeks] [Text]
Type: [Equals or Does Not Equal] [Draft, Negotiation, Delivered, On Hold, Confirmed, Closed Accepted, Closed Lost, Closed Dead]

Contracts (SugarCRM/SuiteCRM)

Contract renewal is when you most stand to lose revenue. First the customer forgets, than stalls, than forgets some more. Before you know it, the contract is up and the customer’s business is with your most hated competitor. Not cool.

So why not trigger a renewal reminder as soon as a contract is three months from expiry? Some seasons are busier than others. You may, for example want to extend all contracts that expire in January before everybody leaves for vacation. Or, perhaps, you want to create different communications for contract renewals that have already been started, versus the ones signed or on which work did not yet begin. Of course, most valuable contracts warrant special attention, and so you can select contracts by value.


Start Date/Time: [Is Before or Is After] [Time/Date]
Start Date/Time Is In: [Hours, Days, Weeks] [Text]
End Date/Time: [Is Before or Is After] [Time/Date]
End Date/Time Is In: [Hours, Days, Weeks] [Text]
Status: [Equals, Does Not Equal] [Not Started, In Progress, Signed]
Value: [Is Above or Is Below] [Value]

Target List/Campaign List (SugarCRM/SuiteCRM/Salesforce)

Target/Campaign lists are lists of SugarCRM/SuiteCRM/Salesforce records (LeadFWD can access Leads, Contacts, Accounts and Targets) that you are targeting for a specific campaign. These target lists can be compiled by two methods; either by generating them from a Report, or manually adding records to a specific target list.

The Reports tool of your CRM has the ability to slice and dice your records based on data relationships and values that exist within your CRM. Although LeadFWD has the ability to segment by a number of valuable data relationships (example: Opportunities, Calls, Meetings, etc.) the depth of SugarCRM's native Reports tool will give you more flexible segmentation options.

We recognize that users may have already built Reports that generate Target/Campaign Lists based on in-depth data relationships in their CRM or perhaps are using a 3rd party module that contains valuable data that they want to leverage for marketing. Our philosophy on a CRM's role in the marketing process is that it should remain an equitable partner and because of that position, we want our users to have access to the data segments that exist in their CRM. The logical solution was to add Target/Campaign Lists as a SymSync module / object and make that criteria actionable in LeadFWD. But, boy, that is a tough concept.


Select Target List (is part of ALL or ANY): [Select List/s]

Status: [Member of] [Not a Member of]


GoToWebinar is for users who host webinars and would like to target people who have either attended, not attended, or attended some of your hosted webinars. Now, LeadFWD has an integration with GoToWebinar so that you can now select specific webinars for targetting.

This condition is very helpful for those who conduct weekly monthly or even daily webinars and would like to further nurture leads into a warmer sales cycle or a close. Additionally, if you just want to simply send those who attend a webinar a friendly thank you or send a reminder to those who haven't attended of your upcoming webinars, this is all now possible.


Select: [any webinar] [select webinar]

Status: [Did Register] [Did Not Register] [Did Attend] [Did Attend (0%-25% of the time)] [Did Attend (25%-50% of the time)] [Did Attend (50%-75% of the time)] [Did Attend (75%-100% of the time)] [Did Not Attend]

Extra Options: [Post-Webinar Follow up] [Pre-Webinar Reminder]

Wait Time: [select number

Timeframe: [Minutes] [Hours] [Days]


ZenDesk is the support center client that we integrate with INBOX inside SugarCRM. ZenDesk is generally used to help clients who have an issue with a product or just have a simple question that an agent can then answer as soon as they are able to.

What does this mean? 

So a user would like to contact someone with a ticket that has been requested after a specific date (say December 25, 2014). Which agent would you like to use? Is the ticket a question or an incident? Are there specific tags you'd like to look up? How long has it been since the ticket was updated?

They can specifically target leads based on this criteria. With ZenDesk as a condition, users can set an action such as send an email or set up a call, depending on the status of a ticket.


Ticket Status: [Requested After] [Last Updated After]

Calendar: [Select Date]

Agent: [Select Agent]

Select Type: [Problem] [Incident] [Question] [Task]

Tags: [Comma Separating Tags]

Select Status: [New] [Open] [Pending] [Pending (No response for 72 hours)] [Pending (No response for 7 days)] [Pending (No response for 14 days)] [Pending (No response for 30+ days)] [Hold] [Solved] Rating: [Any] [Not Rated] [Good] [Bad]

[Closed] Rating: [Any] [Not Rated] [Good] [Bad]


LeadFWD has integrations with Olark and Livechat that users can utilize to further hone down how you would like to proceed with a lead or client based upon livechat or Olark sessions. Livechat and Olark are support applications that allow users and their clients to interact with each other in real time.

With Chats as a condition, you can target sessions or messages based on date, duration, rating, keywords and agent.


Type: [LiveChat Session Ended After] [LiveChat Message Sent After] [Olark Session Ended After] [Olark Message Sent After]

Calendar: [Select Date]

Agent: [Any Agent] [Select Agent]

Select Condition: [Duration] [Rated] [Keywords]


Time: [More than (Minutes)] [Less Than (Minutes)] Timeframe: [number]


Type: [Equals] [Does Not Equal] Rating: [Any] [Not Rated] [Good] [Bad]


Type: [Matches Word/Phrase] [Comma Separated Tags] Input: [input custom data]

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