Just like dating, as you build a relationship with your prospects, you should be learning more about their needs. Remember, every campaign that a prospect responds to tells you about his or her interests. Every link they click, and every piece of information they fill out on a form tells you more about them. And you can really be clever with your forms.
Don't ask your prospects to enter information you already know. Use progressive profiling and use the opportunity to find out something new. You an also use this information to target what sort of content may appeal to them in an email or lead nurturing campaign.