Word of the week: Progressive profiling
Gating content is a great way to gauge prospect interest in certain products, services or offerings. While placing forms in front of whitepapers, case studies and articles is a good method of showing sales the level of a prospects interest, it doesn’t provide them with enough insight into specific information that could close, or delay, a deal. The use of progressive profiling allows your forms to remember the visitor and the fields to alter based off of information you have already gathered. For example, if you already have a prospect’s company name, you can ask for their job title. If you already have their job title, you can ask for their company size. Having your forms set up to capture different information each time a prospect comes back for more collateral makes your sales team more efficient by freeing up their discovery time. In addition to empowering sales, using progressive profiling also makes your forms look more inviting. The fewer amount of fields on your form, the more likely a prospect is going to be willing to fill it out to receive the piece of collateral or participate in your incentive.