VIDEO: Marketing Automation Explained – Progressive Profiling

Welcome to the Marketing Automation Rundown. This is a show where we talk about all things marketing automation. Today's episode we will discuss when to use progressive profiling. Progressive profiling is a feature of automation software that lets you change the questions that you ask on your forms based on the information you have about each individual lead in your database. So, for example, when someone comes to your website and downloads an ebook, you're probably going to ask them for their name and email address.

Progressive profiling lets you ask different questions when they come back for a second time. For example, instead of name, you can ask for job title, instead of email address you can ask for phone number. This is important, because the more information you gather about someone, the easier it is to personalize marking for them, and create a better experience. So when do you use progressive profiling? Really as soon as possible. If you have a marketing automation solution that does it, there's not much of a logical argument for not using it, Because every time someone comes back to your website and fills out redundant information your missing opportunity to get a better experience with those people.

That's really it for progressive profiling, it's a pretty simple concept, even though it's not one that we see used that often in the market place. For more marketing automation videos, check out this channel, or head over to the technologyadvice blog where you can read our marketing blog. Thanks for watching The next time that person fills out a form on your site, you can use progressive profiling to ask them a different set of questions, like their job title, or what their biggest challenge is.

In this way, marketing automation lets you progressively fill out someone’s profile in your database. See how that works? When should you use progressive profiling? Whenever you want to increase your lead quality or move people further down the funnel. The more information you can get into each lead’s profile, the more tailored Sales can make their outreach. Which leads to more conversions into closed business and paying customers. If you want to learn more about marketing automation, check out other episodes of the show on this channel, or read some of the great content we’re writing over at the TechnologyAdvice blog. That’s all I’ve got for today. See you next time.