Marketo Certified Expert Certification Practice Test

A marketer wants to personalize a landing page, which of the following should he/she use?

1. Filters

2. The Social Buttons

3. A link to the homepage

4. Tokens

The correct answer is: Tokens

To personalize a landing page, using tokens is the most effective choice because tokens allow marketers to dynamically insert personalized information into their content. By utilizing tokens, marketers can customize elements such as names, company names, or any other field available in the lead's profile. This personalization enhances the user experience by making the content feel relevant and tailored specifically for each visitor. For instance, if a visitor’s name is inserted into the greeting on the landing page using a token, this personal touch can significantly improve engagement and conversion rates. Tokens work seamlessly within Marketo to draw from the existing data stored in the database, making them a powerful tool for creating a more individualized experience for users. While filters may help in segmenting audiences or determining which leads to show specific content to, they do not directly personalize the content on the landing page itself. The social buttons are designed for sharing and engagement but do not contribute to personalization. A link to the homepage does not provide any personalization; instead, it simply directs users away from the landing page they are currently on. Thus, utilizing tokens is the most strategic method for achieving personalization on landing pages.