10 Reasons To Use Progressive Profiling In HubSpot
August 5, 2022
Lead management is essential in reaching out to prospects and converting them into customers. Your marketing and sales reps need to ensure that the leads are nurtured well from the moment they are captured and entered into your database. Efficient lead qualification would help you add quality leads to your CRM and cater to them throughout their buying journeys.
HubSpot provides its users with the feature of progressive profiling for creating and posting intelligent forms. Instead of asking the most basic questions every time a visitor lands on your website, this feature allows you to create forms that dive more profound every time the same contact/lead visits your site and fills a form.
Progressive profiling helps your sales reps know more about your leads without asking all the questions at once. Starting with the fundamental questions in the first form enables you to move on to more sales-specific questions as you gather information about your leads. This tactic allows you to use this data for creating and executing effective inbound marketing campaigns.
If you are planning to put up intelligent forms on your website or landing age for capturing leads, here are some essential benefits of using progressive profiling in HubSpot:
1. Generating Quality Leads
One of the biggest fear of marketers throughout the process of lead management is to spend their time and efforts on leads that are not high-quality. These leads are as good as being non-existent in the CRM database as they do not yield any business or engagement.
Progressive profiling ensures that the leads you add to your database are high-quality leads. If the first form is filled by leads that are not likely to engage with your business, you would know it by the time they encounter other more specific questions, preventing your sales reps from nurturing them. With progressive profiling, you can be innovative in capturing quality leads that are likely to get converted into customers.
2. Better Conversion Rates
Progressive profiling improves lead conversion rates compared to traditional forms on your website or landing page. This is because this HubSpot feature helps you create precise and non-invasive forms, especially in the first stage. Site visitors wouldn’t mind filling out shorter forms, thereby increasing your conversion rates. Coupled with relevant content, you can expect many people to fill in your forms.
3. No Beating Around The Bush
Internet users hate it when marketers beat around the bush without getting to the point. This is when they start seeing your forms as a distraction from the otherwise engaging content on your site. Progressive profiling allows you to get to the point without beating around the bush.
Depending on where you put your form on the site, you can start by asking only the most basic, precise, and essential questions from your visitors. You can save the more detailed questions for later once you have them recorded in your CRM database.
4. Aligning With The Buying Journeys
Quality inbound marketing campaigns are about tracking every prospect's buying journeys until they turn into loyal customers. Progressive profiling helps you stay in sync with the buying journeys of your leads as they navigate through the content you post.
This HubSpot feature allows you to create and add questions in your forms depending on the stage at which your leads are then. This helps you obtain precisely the information you require at that time, making sure that your marketing campaign goes as planned.
5. Reducing Sales Cycles
One of the biggest mistakes committed by marketing teams is forwarding leads to sales representatives way too early. When your sales rep gets a lead that still needs to be qualified and nurtured well, there will be a lot of to-and-fro from both ends, leading to a sales cycle that is too long. Longer sales cycles are never healthy for an organization as they restrict revenue and hamper ROI.
Progressive profiling helps shorten your sales cycles by allowing your marketing team to nurture and qualify substantially before forwarding the same to your sales reps. Using intelligent forms helps your marketing team analyze the movement of your prospects across their buying journeys, and they would only send a lead to your sales team when the time is right. This reduces sales cycles to a great extent.
6. No Repetition In Questions
It is essential to understand that the lead forms on your website or landing page will not only be exposed to first-time visitors. It is likely for a visitor already added to your database to land on your site multiple times. In such cases, you shouldn’t be showing them lead forms with the same questions as it adds little value to their visits.
Moreover, encountering the same questions in the lead forms multiple times may irritate visitors. Progressive profiling helps you avoid repetitive questions in your lead forms during numerous visits made by the same lead. This solution allows you to ask the right questions at the right time, depending on the stage at which your prospect is.
7. Improved Segmentation For Better Marketing Campaigns
Segmentation of your target audience is one of the most important aspects to be considered while executing a marketing campaign. Through progressive profiling, you can segment your leads based on their demographics, objectives, preferences, and a lot more.
When you segment the audience right, it automatically improves your marketing campaigns. Progressive profiling helps you and your team to reach out to the right people at the right time with the right messages.
8. Using A Single Form Across Multiple Sites
If you are willing to save time creating lead forms for multiple sites, progressive profiling is here to help! The HubSpot feature allows you to use a single lead form across various landing pages and websites instead of creating a new form for every site.
9. A Personalized Approach
Using progressive profiling is, by all means, a personalized marketing approach. It is an integral part of inbound marketing, where the content is tailored based on the needs and preferences of every prospect and customer. As progressive profiling provides valuable information about every lead and contact visiting your website, you can use this data to create a unique experience for each prospect.
10. Scope For Getting Creative
There is little scope for getting creative while using traditional lead forms on your websites. In the case of progressive profiling, you can ask your prospects innovative, quirky, and out-of-the-box questions as they fill the primary forms and answer the basic questions. This helps you pique the interest of your prospects by standing out from the clutter and creating unconventional lead forms.
The Final Word
These were some of the most important reasons you should start using progressive profiling in HubSpot immediately. It is a great feature to leverage your inbound marketing campaign and manage your leads better. Progressive profiling helps you make the most of HubSpot and build quality marketing campaigns.
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