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Jessica_Korn
Jessica_Korn
New Participant
August 9, 2017
Solved

Form Progressive Profiling

  • August 9, 2017
  • 3 replies
  • 11674 views

Hi - we've been using Marketo for over a year, but we are just now starting to use Marketo forms/landing pages to gate some of our content.

My question - will a lead need to fill our an entire form every time they want to download a different piece of content? Or will progressive profiling capture the lead data?

For example, User A gets to a landing page to download an eBook, fills out the name/email address and gets the eBook. User A comes back to our site a few days later for another piece of gated content. If we use the same form on all our landing pages, will they have to fill out the entire form again from the top or will they be cookied and therefore progressive profiling kicks in (even though it's a different landing page/form?).

If not, is there a way around this? Seems like bad user experience to have to fill out a form every time someone wants content. Thanks!

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    Best answer by SanfordWhiteman

    Please provide

    - a screenshot of your Form Editor setup

    - your URLs


    For the lurkers: I checked the pages offline and immediately saw the problem: Jess had ProgPro and KL HTML ("If Known Lead, Custom HTML") both active for a form.

    These settings are, in practice, mutually exclusive, since one means "No form at all if already associated or after first fillout" and the other means "New fields on the form after first fillout."  To avoid confusion, choose one or the other (though Form Editor doesn't stop you from having both active).

    3 replies

    A
    Anonymous
    August 23, 2017

    This is how the Progressive profiling works:
    When a visitor fills out a form on a website landing page for the first time, they are required to only answer a few form fields with progressive profiling. The next time that visitor fills out a form you replace the form fields with new form fields to gain additional lead intelligence.
    The first download your visitor encounters, you’d ask basic questions like the following:
    First name
    Last name
    Email

    On the second content download, you’ll get additional information for targeting and qualifying the lead like:
    Role
    Location
    Employees

    During the next conversion, you can get detailed information that will help qualify:
    Phone number
    Time frame to purchase

    SanfordWhiteman
    SanfordWhiteman
    New Participant
    August 9, 2017

    It sounds like you want ProgPro, with every field in the ProgPro group. (So filled fields will not be shown again.)

    Jessica_Korn
    Jessica_KornAuthor
    New Participant
    August 10, 2017

    OK, thanks for the help! I think I'm going to need to test a few different scenarios to see what's going to work for us.

    Michele_Stodda1
    Michele_Stodda1
    New Participant
    August 9, 2017

    Hi Jess,

    In the form setup there is an option to enable form pre-fill. This will auto populate User A's info they provided the first time via cookie.

    Progressive profiling is another thing.  This can be used if you don't want to have the User complete 10  fields on the first gated content.  You can have them complete 3 fields and the next time, progressive profiling can ask them to complete 4 more different fields since it has the first 3 fields from last time. Does that make sense?

    Jessica_Korn
    Jessica_KornAuthor
    New Participant
    August 9, 2017

    Hi Michele,

    So pre-fill will work no matter how many times the user comes back and visits a different landing page for content? That makes sense.

    On top of that, I assume I can use progressive profiling so that the second and third times user A visits, their pre-filled info. will be there but I can also have them complete additional fields?

    Thanks,
    Jess

    SanfordWhiteman
    SanfordWhiteman
    New Participant
    August 9, 2017

    You don't necessarily need PreFill, nor ProgPro.

    In the Form Editor, you can set the form to display only a Download button (or anything you want) if the session is associated: "If Known Lead, show Custom HTML".

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