Explain how you would build a progressive profiling strategy across a content programme.

The goal is to reduce friction on the first conversion and gather depth over subsequent ones. I start by deciding the minimum viable first form — usually email alone, or email plus first name — because every extra field costs conversions on a first touch.

Then I sequence the questions by increasing sensitivity: name and company early, job title and company size next, then budget, timeline, or specific project needs later. Each field is configured to hide once it has a value, with email marked 'always display' so returning prospects can still be identified.

Two cautions. Fields must be planned as a programme, not per form, or a prospect gets asked the same three things everywhere while the useful questions are never reached. And progressive profiling only works on native Account Engagement forms — if the site relies on form handlers, the strategy has to change.