Marketo Certified Expert Certification Practice Test

What is the main benefit of using a Default program with the channel "Web Form"?

1. To host virtual events

2. To manage email campaigns

3. To gate content effectively

4. To track lead activity

The correct answer is: To gate content effectively

The main benefit of using a Default program with the channel "Web Form" is centered around the ability to gate content effectively. In this context, a web form acts as a gateway for prospects to access valuable resources, such as whitepapers, webinars, or other gated content. By requiring users to fill out a form to obtain this content, marketers can capture essential lead information, which is crucial for lead nurturing and segmentation strategies. This setup provides marketers with the opportunity to gather data on potential customers, understand their interests, and tailor follow-up communications based on the information acquired from the form submission. As a result, gating content through a web form is an effective tactic for building a qualified lead database and enhancing engagement. While the other options might serve various purposes within marketing strategies, they do not directly align with the primary function of web forms in a Default program. For instance, hosting virtual events typically utilizes different types of programs designed specifically for event management, and managing email campaigns usually involves specific campaign programs rather than Default programs. Tracking lead activity is important but is often a function facilitated by other Marketo tools or analytics rather than the direct result of using a web form to gate content.