Pardot Progressive Profiling Form Tutorial & Examples

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Progressive Profiling is an out of the box feature for Pardot Forms that is often overlooked. You are able to display form fields based on what fields the prospect already completed in the past. For instance, if we already know a user’s first name, we can display a field that might be empty, like company size. It’s a feature that is really helpful in allowing organizations to collect more data from users as they continue to engage with you via form submissions.

Whether you’re new to Pardot or you’re a long time user looking to change up your forms a bit and use some of the advanced features, this post will help you get some creative ideas on how to use progressive profiling to spice up your forms.

“Formassembly”

What is Progressive Profiling?

Normally, with a Pardot Form, a user will return to a page, and it will only show form fields that the user has not previously completed (unless a the setting ‘Always display even if previously completed’ is check in the Form Builder).

If you’re running recurring events like monthly webinars, and users are coming back to register over and over, they’re likely to just be completing the email field because they would have previously completed the other form fields.

With Progressive Profiling you are able to display a form field based on what is already completed. For instance, if we already know a user’s first name, we can display a field that might be empty like company size.

You’re more likely to get more information from the user in this manner, as you’re not bombarding the user with several form fields, and you can ask for different information over time.

How to Add Progressive Profiling?

  1. Navigate to your already created Pardot Form.
  2. Click the Fields tab.
  3. Click the edit button, next to the field you would like to conditionally show if there is data in another field.
  4. Click on the Progressive tab.
  5. Check the box to show the field only if the prospect has data.
  6. Then select your field you’d like show first. So if this field has data, then the field you’re currently working in will appear.

In the example below, we’re editing the company size field, and we’re saying, if there is information in the first name field, then show the company size field.

Progressive Profiling – Examples

Here are a few common examples of progressive profiling that we see work well with our clients:

If the prospect has already filled in:Then show instead:
First NameLast Name
Last NameJob Title
Job TitleCompany
CompanyPhone Number
Phone NumberCompany Size
Company SizeIndustry
IndustryLocation*

*If your leads are routed based on city/State, use this field in preparation to send this lead to sales.

Summary

Sometimes we get stuck in the everyday, quick turn, marketing automation rut and forget about exploring an advanced form feature like progressive profiling. Now, you’ll be able to display a form field based on what fields the prospect already completed in the past, and as a result, collect more data from users as they continue to engage with you via form submissions.

Create your own table and fill your examples – let us know what works well for you! If you need help with your Pardot forms, feel free to reach out to us here, for a complimentary consult, we’d love to help!

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