5 Great Reasons to Use Progressive Profiling in HubSpot

11/08/2019 3 min read Written by Corie Stark

With better information comes better lead qualification – which is something we can argue all marketers and sales professionals want, right? But how do you achieve higher quality leads like this? There are countless ways, but for HubSpot users one in particular, may help you strengthen the data in your leads.

It’s called progressive profiling. This feature in HubSpot allows marketers to control which questions appear on a form, based on what you already know about your lead. Through this iterative process, you’ll reap a multitude of benefits. Here is a closer look at five great reasons to begin using progressive profiling today.

Increase Conversion Rates on Forms

Think about the last time you visited a doctor and had to fill out three pages of paperwork on your health history. Did you clap your hands and think, “yippee?” Probably not. You should take that feeling and apply it to your form strategy. People are more willing to fill out shorter forms than lengthier ones because it’s not as invasive and takes less time.

With progressive profiling, you can shorten your forms by asking the critical questions first, then saving more detailed questions for later versions. When you reduce the amount of work associated with completing a form, more visitors are likely to fill them out, resulting in higher conversion rates.

Gather Higher Quality Lead Information Over Time

Time for another scenario! If you went on a first date and asked your counterpart to tell you their life story in excruciating detail, chances are you wouldn’t get a second date. The same goes for capturing information on your leads. When you utilize progressive profiling, you can spread your questions out over time and align them with where your lead is in the buyers’ journey. As your leads become more qualified, you can pass them off to your sales team when the time is right – ultimately shortening your sales cycle.

Avoid Repetition

Your online visitors are generally a mix of new leads and existing leads. Progressive profiling allows you to ask your leads – no matter what stage they’re in – only relevant questions to them. This quickly eliminates asking the same questions over and over again. So, instead of seeing the same thing repeatedly, your leads will see new questions every time they convert. That means you’re asking the right questions, at the right time.

Improve Your Campaigns

Ask any marketer, and they’ll tell you they want quality information to segment their marketing campaigns and nurture their leads accordingly. And wouldn’t you know it, progressive profiling can help achieve stronger lead nurturing campaigns. The data you pull from progressive profiling can give you insight on your leads’ demographics, interests, and where they’re at in the buyers’ journey. Combine this information with your various content marketing efforts, like email and social media, and you’ll have more personalized and stronger campaigns. 

Save Time

If you’re looking to put more time back in your day, progressive profiling’s got your back. The technology allows you to reuse the same forms across all your landing pages, instead of creating individually tailored forms for specific pages. But because you’re utilizing progressive profiling, your leads will still be asked only relevant questions to them, no matter what page they’re converting on.

Progressive Profiling in Action

Interested in progressive profiling, but still slightly confused about how to apply it to your forms? Here’s an example of a dynamic form sequence. The first time a visitor converts, your form may include questions like:

  • First Name

  • Last Name

  • Email
  • Company Name

Simple, right? That’s the idea. You want to ask the most critical questions first without bombarding your lead. Now that your lead has entered their information and consumed content on your site, they want to fill out an additional form. The second conversion may include questions like:

  • First Name
  • Last Name
  • Job Title
  • Number of Employees
  • Industry
  • Primary Concern

If you use smart forms in tandem with progressive profiling, the known information about your lead (i.e., first name) will be saved. This makes filling out the form even easier for them, hopefully nudging them along to fill out a third form. This conversion may have questions such as:

  • First Name
  • Last Name

  • Current Solutions

  • Short Term Goals

  • Phone Number

Progressive profiling is a valuable marketing tool for strengthening and qualifying your leads that saves you time, avoids repetition, and leads to higher conversions. With it, your visitors will enjoy a more tailored, pleasant experience on your site and hopefully become customers. If you need help getting started with progressive profiling today, contact us today.

By: Corie Stark

After spending many years as a sports journalist, Corie switched to marketing in 2013. Her love of writing, talking to people, and keeping up with the industry enables her to use her skills for anything from social media to long-form blogging. Outside of work, she enjoys hiking with her dogs and making her cats chase the ever elusive red dot.

Subscribe Today

Stay Up-to-Date With HubSpot and Marketing Trends

Never miss a beat with the latest marketing strategies and tactics. Subscribe to the Lynton blog and receive valuable insights straight to your inbox.