Progressive profiling is a marketing strategy that allows companies to gradually collect more information about customers at strategically timed intervals throughout the buyer journey, rather than asking for too much data at once. Companies can use quizzes and polls, virtual events and webinars, and gated content forms to create interest-based segments and collect data that can be used to improve and personalize the customer experience. Companies should be transparent about how they will use customer data and offer incentives in exchange for the data.
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Customer data is the key to unlocking your audience’s needs — and how your company can best meet them with your product. To achieve this, companies need their customer profiles to be as complete as possible. But forcing customers to fill out overly long and invasive forms can turn them away, rather than engaging them and moving them closer to a sale. Enter progressive profiling. Rather than asking customers to provide all their data right away, progressive profiling allows marketers to gradually collect more information about customers at strategically timed intervals throughout the buyer journey. This way, companies can round