Marketo Certified Expert Certification Practice Test

What type of program is best for running a series of emails to nurture leads over time?

1. Engagement Program

2. Batch Program

3. Event Program

4. Trigger Program

The correct answer is: Engagement Program

An Engagement Program is the ideal choice for running a series of emails to nurture leads over time because it is specifically designed for ongoing relationship-building with your audience. These programs allow marketers to segment their leads based on various criteria and set up a series of automated emails that are sent out over an extended period. The intention is to gradually educate and engage leads, moving them further down the sales funnel. Engagement Programs enable a continuous flow of content, which keeps leads warm and maintains their interest. By utilizing a strategy that includes multiple touches over time, marketers can effectively nurture leads based on their interactions and behaviors, providing relevant content that aligns with the lead's stage in the buyer’s journey. Other program types do not serve the same purpose. A Batch Program is typically used for one-time sends to a large list, which does not focus on the nurturing aspect. An Event Program targets campaigns tied to specific events or activities rather than an ongoing nurture strategy. A Trigger Program can react to specific actions taken by leads but is more suitable for immediate, responsive messaging rather than long-term engagement. Therefore, the Engagement Program stands out as the most effective tool for nurturing leads over time.