Marketo Certified Expert Certification Practice Test

When should a company utilize a re-engagement campaign?

1. To acquire new leads

2. To maintain current engagement levels

3. When leads have gone quiet or unresponsive

4. After completing a product update

The correct answer is: When leads have gone quiet or unresponsive

A re-engagement campaign is specifically designed to reconnect with leads or customers who have shown decreased activity or have become unresponsive over time. This type of campaign is essential for revitalizing interest and encouraging those leads to re-engage with the brand or product offerings. When leads have gone quiet, they may have lost interest or may not have found the content relevant anymore. A re-engagement campaign typically includes targeted messaging that aims to remind these leads of the company’s offerings, appeal to their interests, and provide incentives or updates that could pique their attention again. This strategic approach focuses on rekindling relationships with leads who once showed potential but have lapsed in engagement. In contrast, acquiring new leads demands a different strategy altogether, as does maintaining engagement with current leads. Similarly, launching a campaign right after a product update is aimed more at keeping existing customers informed and engaged rather than specifically targeting those who have become inactive.