Marketo Certified Expert Certification Practice Test

What is an Engagement Program?

1. An Engagement Program is a single email blast

2. An Engagement Program is a method of nurturing leads through regular touches, generally via email

3. An Engagement Program is a method of re-nurturing unsubscribed leads

4. An Engagement Program is a program that cookies leads and should take place on a weekly schedule

The correct answer is: An Engagement Program is a method of nurturing leads through regular touches, generally via email

An Engagement Program is fundamentally about nurturing leads through regular interactions and communications, primarily using email as the main touchpoint. This approach is designed to build relationships with potential customers over time by providing valuable content that meets their needs and interests, thereby increasing engagement and guiding them along the buyer's journey. In contrast to a single email blast, which lacks sustained communication and engagement, an Engagement Program follows a more strategic and consistent approach. It is focused on offering a series of relevant messages instead of one-off communications. This allows marketers to create a more personalized experience and can significantly improve lead conversion rates as recipients receive ongoing information relevant to their interests. Additionally, while re-nurturing unsubscribed leads and the concept of cookies are related to specific marketing techniques, they do not encapsulate the broader goal and mechanics of an Engagement Program. The focus of Engagement Programs is on building and maintaining connections rather than handling leads who have opted out or managing technical aspects of tracking. Thus, the selected answer accurately describes the core function and intent of an Engagement Program.