The Journey Orchestrator feature is very flexible, especially the newly designed JO experience.  Evaluation steps can take into account certain attributes of a recipient such as if that Company recently renewed or attributes of the person themselves (such as something on the Person or Company Person object).  It sounds like by your message you are referring to two different things that JO can support.

1: Building out different branches based on if someone responds to an email

2: Branching out based on user attributes (such as usage up or recent renewal etc.)

• Sub bullet to this could be creating individual journeys based on the attributes from the beginning i.e. a low usage campaign or recent renewal campaign.

We use JO for a multitude of campaigns.  It’s a great tool to grab specific contacts based on characteristics.  A couple of things to be aware of:

• There isn’t a way to know if someone replied to an email unless someone manually tracks it to Timeline, and you look for that before progressing someone further.  You can however progress someone through the journey (or not) based on clicks or opens.
• It’s easy to add personalization to content using tokens in email templates, and conditional waits and evaluate steps make building multiple step programs possible.  
• OOTB analytics will mostly give you the info you need, and additional reporting can be built as well to give even more details about performance. 
• Being able to also send the details to Timeline is great for giving teams visibility into what’s being sent to their customers.

We have Gainsight integrated with Salesforce, and we generate reports called motions that give us specific tasks that we are alerted to initiate- prompted email campaigns. It’s a very manual task for now in terms of implementing it. Question- I want to automate this process- feed these “motions” into Gainsight and utilize JO to generate the automation of email responses when they’re triggered. Given the robust nature of the platform I’m sure this is more than achievable but I was wondering if there are some additional things I should pay attention to as well?

​@gtu That should be doable depending on how the process works today.  Would need to understand more about how the process works today, but a couple of things off the top of my head:

• You’ll want to make sure your program source runs after the process in SFDC so that you are always using the most up to date info.
• Define how often someone should be able to enter the program so that you can build that into either the query or the Participant Details.
• Depending on the length of the program, you’ll also want to be aware that past the first email, the program doesn’t automatically update based on changes to the account info.  So, for example, you pull a customer into the program, and the first email is sent from the CSM.  You want to send a follow up 14 days later, but the CSM has changed during that time period.  The CSM won’t automatically update on that second email. 
• It’s also always good to start out with what results you are expecting to see from the program so you can build it (and any associated custom reporting) accordingly.
• Lastly, document everything as you go, and be sure to test to make sure the program is behaving as expected.