First and foremost, it should be seen as a benefit to the user – not your business.
It should be viewed as an opportunity to shorten forms and lower the data requirement at early levels of engagement. Every field on a form is effectively a higher barrier for a user/prospect to complete that form, each field increases drop off rate which means that users do not access what they originally intended (= bad for the user) and ultimately you do not have any contact details to encourage future engagement (= bad for your business).
By asking for less fields and then offering great value in your content, users will begin to trust you and you can then facilitate future engagements more easily. Why gate at all or only have ‘low’ gates? Well, if you do not increase data on contacts then subsequent follow-up will not be possible and this could significantly harm demand creation activities and not align to sales expectations.
Great question – and one that should ALWAYS be marketing led, not technology led.
Sure, technology is fundamental in operationalizing this and you need to be aware of what technical limitations exist, but this is no excuse for the form strategy not being driven from a marketing perspective. For this reason, this guide largely focuses on strategic reason, benefits and considerations of different methodologies, rather than platforms that enable progressive profiling.
Volume of Engagements
Oveall, this deployment method is great for building up user data in a way that is optimal to the user over time. A common deployment is combining this method with the content value method for key high value assets so they are not accessed for a low gate.