Marketo Certified Expert Certification Practice Test

What is an Engagement Campaign?

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

2. An Engagement Campaign is a single email blast

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

4. An Engagement Campaign cookies the lead and should take place on a weekly schedule

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

An Engagement Campaign is fundamentally designed to nurture leads over time through consistent interactions, typically utilizing email as the primary channel. This method involves sending a series of relevant and targeted messages to leads, which helps to maintain their interest and encourage them to engage further with the brand. The goal is to build a relationship, improve brand recognition, and eventually guide leads down the sales funnel. Engagement Campaigns focus on providing valuable content that educates and informs the audience, rather than pushing for immediate conversions. This approach allows marketers to better understand their audience's preferences and behaviors, enabling them to refine their strategies and improve overall campaign effectiveness. Regular touches ensure that leads are consistently engaged without overwhelming them with excessive communication. This sets Engagement Campaigns apart from other options. For instance, a single email blast lacks the nurturing aspect and continuity, while an attempt to re-nurture unsubscribed leads does not align with best practices of respecting user autonomy and preferences. Additionally, while cookies can be part of tracking lead behaviors, the concept of "cookies" primarily pertains to web analytics and does not define an Engagement Campaign's core purpose or methodology.