Savvy marketers use webinars and events to attract, educate, and nurture leads, to convert them into customers and customers into long-term partners. And with the help of advanced event technology tools that offer polling capabilities, marketers can continue collecting data points about their contacts with each subsequent interaction. Known as progressive profiling, this strategy of gradual data collection allows marketers to capture deeper levels of information to build out complete customer profiles. With a detailed picture of a given buyer at hand, marketing professionals can better segment audiences and personalize messaging. However, marketing isn’t the only team that can benefit from this approach. 

Leading content marketing teams view their role as a partnership with colleagues across the organization to collectively generate intelligence that can be leveraged to reach a variety of commercial goals. This guide will explore how to use polling during webinars and events to enrich customer profiles and deliver personalized marketing journeys, ultimately bolstering the efforts of marketing, sales, account-based marketing, and customer success teams.