When you first meet someone, you don’t ask for their full life story. You begin with the basics, like where they are from and what kind of work they do, working your way up to more personal questions and building trust as time goes on. The same is true for demand generation. 

Each touchpoint with your brand is an opportunity to get to know your audience, one detail at a time, until you can paint a complete picture of who they are. This marketing concept is put into practice with a tool known as progressive profiling. 

Largely achieved through online forms, quizzes, and surveys, progressive profiling is a technology built into many marketing automation systems that allows marketers to ask web visitors or event attendees for their most basic information first, gradually collecting more data with each successive interaction. 

When integrated into event marketing campaigns, progressive profiling is a powerful tool that empowers marketing and sales professionals with the data they need to deliver targeted and compelling offers — further advancing prospects along their journey to customers. 

In this guide, we’ll walk through how progressive profiling works and why it is such an effective tool for today’s marketers, exploring the benefits it provides and how to use it as a part of a successful event marketing strategy.