How do you build Progressive Profiles with Eloqua?

Form Design Editor


Depending on your campaign objective, the type of questions you ask will differ. For a functional view of “how to” use Progressive Profiling within Eloqua, you can watch the video below.

What we’re covering here are some suggestions to help implement Progressive Profile into your Marketing Automation Strategy. It’s a powerful part of Eloqua, used well, it can help you get the results you probably expect from a platform like Eloqua.

Sections A

Areas of this form shown in section A are the questions that will be presented to everyone who visits this form.

Those highlighted in yellow will auto-populate (field merge) based on existing information stored on the person’s Eloqua Contact.

Section B: Progressive Profile

This form is created from a template each month for a recurring webinar.

It’s essentially the same each month, however, the Progressive Profile area helps us build the profile data we have for contacts, over time. 

You can see that only two of the eight fields in section B of the form will be displayed at any one visit and only empty fields will be displayed.

If a specific person’s contact has all eight fields already populated, nothing will be displayed from the eight fields in the Progressive Profile section.

Section C: Hidden fields

These are common across most of our forms. Attribution and hidden fields are a topic or another time.

The key point is to use Eloqua Templates to implement your Progressive Profile Strategy.

Try these as possible Form Templates for your organisation

It’s our experience that most marketers produce similar forms on a recurring basis. For example, how many webinar registration forms did you build during the COVID-19 pandemic? How many lost opportunities did you have to ask additional profile or intent questions?

If you could break down your forms by type, perhaps they would be something like the four examples below.

Event Registration form

Thought Leadership form

Webinar Registration form

Subscription form

The best use of Progressive Profiling is when you build in an extra 8+ questions into your form template. Select these questions in consultation with those responsible for selling your products or services.

If your goal is to produce Marketing Qualified Leads (MQLs), you’ll have a much better chance of getting the baseline minimum profile data needed by using Progressive Profiling.

Don’t just save these forms into a folder and have users “save-as” each time they need one. 

Use the Eloqua Template functionality, display a date in the notes to users have confidence they’re using the most up to date form for their campaigns.

Eloqua Help Centre | Progressive profiles

Progressive profile allows you to drag and drop contact and custom fields into a section that provides control over when and how these fields are presented to your contacts. For example, you can continually enhance your marketing campaign while reducing the number of times contacts must complete certain fields by opting to only show fields they haven’t yet completed. You can also set the maximum number of fields displayed to optimize your landing page layout and design.

List mode & Staged mode – what’s the difference?

“Progressive profiles can be configured using either List mode or Staged mode.

You can modify several progressive profile fields in List mode including the number of fields to be displayed, whether the fields should be randomized, whether you want to display only empty fields, and field width. 

Staged mode allows you to decide which contact fields are displayed together and on which visit they appear to the contact. Individual form fields can be configured to suit your needs and fields that are outside of the progressive profile will always appear.”

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