Better B2B Marketing Series

Pardot Progressive Profiling

Progressive Profiling allows you to display new form fields to prospects based
on the data points you have previously collected on them. By using
conditional fields, you can show a small number of fields on one form to
maintain a high conversion rate while still capturing new information. An
example would be to show the conditional field Job Function after First
Name, Last Name, Company, and Email have been completed.

Tip #1: Planning

Plan your progressive profiling logic to balance your profiling objectives with a customer-focused approach. The image
below is an example of a progressive profiling logic planning worksheet.

Tip #2: Start By Asking About Prospect Preferences

To increase completion rates, relevance, and accuracy frame your profiling questions/fields using a customer-focused
approach such as asking about their information or subscription preferences.

MARKETING PLANS WEBSITE DESIGN LEAD GENERATION CONTENT RESOURCES 386 Huron Street
BLOG Toronto, ON M5S
2G6
416.900.3310