How Does TPG Design Progressive Profiling Strategies?
The Pedowitz Group (TPG) designs progressive profiling strategies in HubSpot that protect conversion while deepening insight. Instead of guessing which questions to ask when, TPG maps every field to specific routing, scoring, and ABM decisions so each additional question you ask earns its place in the journey.
Progressive profiling only works when it’s treated as a revenue design problem, not just a form setting. TPG aligns stakeholders on what data actually changes how you market and sell, then sequences questions across touchpoints so forms stay short, data quality rises, and HubSpot journeys become more targeted with every conversion.
Where TPG Focuses Progressive Profiling Efforts
TPG’s Framework for Progressive Profiling in HubSpot
TPG uses a repeatable framework so progressive profiling isn’t a one-off experiment, but a governed part of your operating model inside HubSpot.
Clarify → Inventory → Sequence → Implement → Activate → Improve
- Clarify revenue questions first: TPG works with Marketing, Sales, and RevOps to define what you need to know to qualify and prioritize—who they are, what they need, buying timelines, and what makes them a good fit for your solution.
- Inventory and rationalize fields: Existing form fields and HubSpot properties are audited to find duplicates, conflicts, and gaps. TPG consolidates and normalizes fields so progressive profiling builds on a clean, consistent property set.
- Sequence questions by journey stage: Questions are grouped into stage-appropriate tiers: basics for first-touch, qualification for mid-funnel, and deeper discovery for late-stage or customer motions. Each tier is sized to protect conversion at that stage.
- Implement progressive logic in forms: TPG configures HubSpot forms with queued progressive fields and “known/unknown” logic so visitors see new questions on each interaction and never have to repeat previously answered basics.
- Activate workflows, scores, and ABM plays: As data fills in, workflows update lead scores, lifecycle stages, territories, and account tags. Progressive answers are wired directly into routing, engagement programs, and sales enablement.
- Improve using conversion and pipeline data: TPG tracks completion rate, lead quality, and pipeline creation by form, question set, and audience. Low-performing questions are rewritten, moved later in the journey, or removed entirely.
Progressive Profiling Strategy Maturity Matrix
| Dimension | Stage 1 — Ad Hoc Questions | Stage 2 — Structured Forms | Stage 3 — Governed Profiling Strategy |
|---|---|---|---|
| Form Strategy | Individual marketers create forms and questions on the fly. | Some shared templates and standards across key offers. | Centralized profiling strategy and templates used across teams and regions. |
| Data Model | Duplicate and inconsistent fields; hard to report or automate. | Core fields are standardized; edge cases remain messy. | Questions mapped to a governed HubSpot property model that supports RevOps. |
| Experience Design | Long, static forms with the same questions every time. | Some progressive behavior on priority forms. | Short, stage- and intent-based experiences with thoughtful progressive sequences. |
| Activation | Answers rarely change how leads are treated. | Key fields used for scores and a handful of workflows. | Progressive data directly drives routing, scoring, and ABM programs at scale. |
| Measurement | Success judged on total form fills only. | Some tracking of conversion by form and variant. | Profiling strategy evaluated by pipeline, win rate, and CAC impact. |
Frequently Asked Questions
What’s the first step in designing a progressive profiling strategy?
TPG starts by clarifying which decisions you’re trying to support: routing, scoring, ABM, or offers. From there, we identify the minimum set of questions needed to power those decisions and organize them into journey stages.
How do you keep Sales from overloading forms with questions?
We bring Sales into the design process and show how progressive questions, enrichment, and structured discovery deliver the same or better insight over time. That way, Sales gets the context they need without sacrificing conversion on critical pages.
Can progressive profiling work for both inbound and ABM motions?
Yes. TPG designs question paths for open inbound traffic and targeted account lists. ABM paths might emphasize buying role and use case, while inbound paths focus on fit and intent—both using the same governed property model in HubSpot.
How often should we revisit our progressive profiling plan?
TPG recommends reviewing profiling performance at least quarterly alongside funnel and CAC metrics. As your ICP, products, and motion evolve, your questions and sequences should evolve too.
Turn Progressive Profiling into a Repeatable Revenue Play
With TPG, progressive profiling becomes a governed, testable strategy inside HubSpot—not a one-off setting. Design your questions, forms, and workflows so every new answer moves buyers closer to the right conversation.