Marketo Certified Expert Certification Practice Test

What is a required field when creating leads directly in the Lead Database?

1. First name

2. Last name

3. Email address

4. Company name

The correct answer is: Email address

When creating leads directly in the Lead Database, the email address is a required field because it serves as a unique identifier for each lead in Marketo. This is essential for effective lead management, communication, and tracking engagement. The email address not only allows marketing teams to send campaigns and track responses but also helps in segmenting leads based on their interactions and qualifications. While the first name, last name, and company name can enrich the lead record and improve personalization for marketing efforts, they are not mandatory for lead creation. In the context of lead management, the email address is crucial as it fundamentally links the lead to their digital identity, making it possible for ongoing engagement and nurturing strategies to be effectively executed.