Progressive Profiling Explained: Collect More Data Without Freaking Leads Out

Progressive Profiling Explained: Collect More Data Without Freaking Leads Out

When you meet spomeone for the first time they might be a little unsettled if you walk up to them, shake their hand and ask for their blood type and shoe size within the first 30 seconds. And then, if they weren’t already freaked out enough, they’ll definitely be running for the hills if you ask the same questions over and over all evening!

 


 

So why do some companies do just this? They insist their prospects fill out lengthy forms requesting information that seemingly has nothing to do with the original offer. Then, if they return to the site they find they have to fill in all that information again just to access another piece of content.

It’s understandable that you would want to collect as much data as possible, since it’s essential for understanding your prospects, providing more relevant content and developing a successful nurturing program. But how can you do this without using long forms that cause people to lose interest?

The answer is progressive profiling, a technology offered by many marketing automation services, such as HubSpot, Eloqua, and Marketo.

 


What is Progressive Profiling?

Progressive profiling uses a marketing automation platform and dynamic (changing) forms to gradually gather prospects demographic data and preferences over time.

Lots of form fields can decrease lead conversions because leads are turned off by the amount of information they are asked to provide. Shorter forms can lead to higher conversion rates because not as much information is being requested.

Your form might ask for first name, last name, email, and company name but you want to find out more about your leads such as their revenue, how many employees they have, what they do in their leisure time, etc. You don’t want to deter prospects away by asking too many questions or by having a really long form. Progressive profiling allows you to accomplish shorter forms by removing already-known data.

How Does Progressive Profiling Work?

With progressive profiling, when a visitor fills out a form on a website or landing page for the first time they are required to only answer a few form fields. Then each time they re-visit your site looking for more information about how you can help them achieve their goals, they are willing to provide a little more information about themselves.

9 Tips to Make Your B2B Case Study Stand Out

9 Tips to Make Your B2B Case Study Stand Out

A solid case study is a powerful way for your brand to demonstrate what it delivers rather than just what it offers. They demonstrate why your business is an expert in its field, and lend credibility. However, many are so badly written they don’t actually inspire confidence in a brand, product or service.

Questions to Ask During a Marketing Automation Demo

Questions to Ask During a Marketing Automation Demo

During a marketing automation demo you shouldn’t sit there quietly and let the salesperson talk your ear off. You need to ask questions!

According to a study done by VentureBeat, 70% of marketers who purchase a system are unhappy with their software. So if your company is planning to invest time and resources in marketing automation, how can you make sure you’re not going to be part of that unsatisfied 70%?

Part of the answer is to ask the right questions during the software selection process. Here’s a few questions that will help you get the most out of your next product demo:

 

12 Things to Consider Before Choosing a Marketing Automation Vendor

12 Things to Consider Before Choosing a Marketing Automation Vendor

Over the past few years, the price of marketing automation software has dropped, attracting thousands of small and medium businesses to platforms such as HubSpot, Marketo and Act-On. With the increased demand for marketing automation, the number of software vendors has also increased to a point where choosing the right software is overwhelming.

Which marketing automation vendor is best hinges on understanding your current processes, knowing how to measure success, and being able to identify where you are looking to improve.

In the rest of this post we’ll guide you through what you’ll need to consider to ensure you make a successful investment.

The Best and Worst of HubSpot

The Best and Worst of HubSpot

Hubspot is a major player in the marketing automation sector.

They market themselves as an inbound marketing software company that helps your business get found online, convert website traffic into leads and customers and optimise based on your results. HubSpot provides tools for search engine optimisation, writing blogs, creating web content and leveraging social media, all helping your company naturally attract people to your brand and site. You can then convert prospects to leads to customers with landing pages, lead nurturing and marketing analytics.

Here at Stampwood we have been using the Pro edition of the HubSpot marketing automation platform for the past few years. We thought it would be nice to share a bit of our experience, so we’ve put together an overview of what we found were the best and worst bits of the platform.