Most people think progressive profiling is just a website form thing- Yes it is in a way but it is way more than that. Besides improving your initial conversion rates for gated content it must compliment your customer's journey. It has a much wider impact because it is an integral part of your content engagement strategy.
Progressive profiling helps in optimizing sales by providing more qualified leads, better content distribution, customized prospect interaction, and accelerates the customer buying decision. It allows marketers to ask detailed questions to prospects as they move closer to sales decisions. This provides more qualified leads to the salespeople, which, ultimately, improves the Return on Marketing Investment (ROMI).
As far marketing automation is concerned; progressive profiling can work on every stage of the buyer’s journey. It’s all enabled by dynamic web forms in marketing automation solutions. It asks for information in iterations and for returning visitors, the dynamic web form can detect which information has already been asked and ask the next level of information from him.
Check out the following on how the progressive profiling process works throughout the buyer’s journey:
At this stage, you can ask for more information and/or hand it off to sales for active followup. Having all the information and intelligence collected over time this lead is now sales-ready.
Progressive profiling provides equal value exchange in the relationship between businesses and their prospects. One hand where the prospects get the desired information, on the other hand, the companies get the relevant data that allows them to create more effective marketing campaigns. Here is a list of some direct and prominent benefits that you can; as a marketer gets from progressive profiling.
If you are looking to improve your marketing automation suite; you can’t by-pass the thing called progressive profiling. Allows us to partner with you in these efforts, write an email to us at [email protected]ives.com