Key Benefits of Progressive Profiling & How Your Company Can Use It
If you are using the inbound marketing methodology in your daily marketing efforts, then you know that it‘s important for the inbound flywheel to spin without friction.
You want to deliver that standout piece of content to your ideal customer just at the right time. Doing so will increase your chances of turning that lead into a customer.
The task of sending the right content, to the right person, at the right time is made easier by having known data that you have collected on your leads.
But, there are so many different questions you may want to ask to qualify your lead. How do you gather all of this information from your leads without asking for too much too quickly?
The answer is to use progressive profiling.
What is Progressive Profiling?
Progressive profiling is defined by Hubspot as being, “an extension of dynamic form fields, which allows you to set up iterative forms that enable you to designate which questions appear based on what you already know about a particular lead”.
You want to have a clear detailed profile of each lead in your CRM and doing so progressively will make sure that none of your forms are obtrusive.
An example of this in practice would be setting up a form asking for name, email address, and company name. Queuing progressive fields such as telephone number, number of employees, and job title will help you get a more rounded picture of your lead. If any of your original fields are already known (name, email or company name), the progressive fields will take their place instead.
The use of progressive profiling goes hand in hand with the inbound marketing psychology. Having leads in your CRM is fantastic, but you need to know more than just their name, email and company name.
While you may want to find out all this information in one long form, with 10-15 fields for your leads to fill in. The truth is, they will probably see this as being too much work for one piece of content.
So what are some of the benefits of profiling?
Let’s start with the most obvious…
Use Progressive Profiling to Shorten Forms
It’s fair to say that shorter forms have a significant increase in conversion rates. The less work your leads have to do, the greater chance of them converting. You want to remove as much friction from the conversion process as possible.
Using progressive profiling will help you keep your field numbers at a minimum. There is no point in asking questions you already know the answer to.
Pass More Qualified Leads to Your Sales Team
Once you have identified your ideal customer, you can begin to see the common similarities between them all.
Maybe you do most of your business in one country, or you have more success in working with companies with 15-20 employees. These are the questions you need to ask before passing these leads off to your sales team.
Leads are unlikely to give up every bit of information about them on their first interaction with your content.
As you nurture them through each stage of the customer journey, you can ask these valuable questions in stages using progressive profile fields.
Progressive Profiling for More Effective Email Marketing
Progressive profiling can help create a more tailored and personalized email marketing experience. The known data you have collected on your leads will provide you with the information you need to deliver the most relevant message to your send lists.
Use Progressive Profiling to Better Segmented Email Lists
By assessing the data you have collected from your progressive profiling, you can develop highly segmented email lists.
Asking questions that will help you gain an insight into areas such as the customer journey stage, buyer’s persona or purchase intent of your leads, will help you send emails that will be relevant and of most value to your send list.
Sending the right content, to the right person, at the right time relies solely on the data you know about your audience.
Segmented email list can not only help you send the most relevant content to the people who will get the most value out of it, but will also help you progress leads down the funnel quicker.
Increase Email Engagement with Progressive Profiling
Using personalized content within your email marketing is known to increase its engagement performance dramatically. When we use email marketing as a strategy we are attempting to begin or continue the conversation between the leads and our business.
Email engagement is the main target.
Progressive profiling has a positive influence on your email marketing strategies, such as:
- Personalized subject lines and preview texts increasing open rates
- Personalized emails increasing ROI on your email marketing efforts
Whether you’re already using progressive profiling in your daily marketing efforts or not, it’s important that you are acquiring the right information on your leads to optimise your marketing performance.
If you’re not, we recommend doing so. If you are, then keep thinking of the most important things you need to know about your audience. The more questions you ask, the more refined your buyer’s personas will be, the more relevant your content will become, the more successful your marketing will perform.