Marketo Certified Expert Certification Practice Test

How does Marketo define a "lead"?

1. A contact who has engaged with your marketing efforts

2. An individual that has shown purchasing intent

3. A visitor who views your website

4. Any email subscriber

The correct answer is: A contact who has engaged with your marketing efforts

In Marketo’s context, a "lead" is defined primarily as a contact who has engaged with your marketing efforts. This engagement can manifest through various actions, such as opening an email, downloading a piece of content, or filling out a form. The emphasis on engagement is significant because it indicates that the individual has shown an interest in your marketing messages and has taken a step to interact with them, which is integral to lead generation and nurturing processes. The focus on engagement distinguishes leads from mere visitors or subscribers. For example, while a visitor who views your website may be showing interest, they are not yet categorized as a lead unless they perform an action that reflects engagement. Similarly, any email subscriber alone does not qualify as a lead since they may not engage with the content you send. Although purchasing intent is important in a broader context, it does not align with Marketo's direct definition of a lead, which is centered on measurable interactions with marketing efforts.