Progressive qualification involves gradually enriching information about a lead or prospect by adding new qualification criteria with each interaction with a form (such as a white paper, webinar, event registration, etc.). This approach can only be implemented online if the prospect is identified through a cookie, a link to specific settings, or an authentication process. Its goal is to progressively improve the prospect’s profile and score by collecting additional data at each stage, while limiting the information required during the initial contact. This allows the most critical fields for qualifying a lead, such as revenue or project details, to be offered during subsequent visits, indicating a stronger commitment.

When using a progressive form, you can choose whether or not to display fields that have already been completed. Displaying these fields allows the lead to modify them if needed, but also reminds them of the data they have already provided. For example, in the context of the progressive qualification mentioned, the first four fields were completed during the first visit to download a white paper, and only the mobile phone number is required during the next visit.