Marketo Certified Expert Certification Practice Test

What is the purpose of using Progressive Profiling in Marketo?

1. To increase lead acquisition

2. To gather more information from leads over time

3. To improve email open rates

4. To create landing pages

The correct answer is: To gather more information from leads over time

The purpose of using Progressive Profiling in Marketo is to gather more information from leads over time. This technique enables marketers to progressively reveal and collect additional data about their leads as interactions continue. Instead of asking for a large amount of information upfront, which can often lead to form abandonment, Progressive Profiling allows organizations to collect essential information gradually. By implementing this method, marketers can tailor their forms based on what is already known about the lead, ensuring that each subsequent interaction fills in gaps in the lead's profile with relevant data points. This not only enhances the quality of data captured but also provides a better user experience, as leads are less likely to feel overwhelmed by lengthy forms. Over time, this leads to a more comprehensive understanding of the lead and their needs, facilitating more personalized marketing efforts and ultimately improving conversion rates. In contrast, options discussing increasing lead acquisition, improving email open rates, or creating landing pages do not directly relate to the concept of Progressive Profiling, which specifically focuses on sequentially expanding the information database on leads through interactions rather than on the acquisition strategy or tactics related to email or landing page development.