What is an Engagement Program in Marketo?

An Engagement Program in Marketo is primarily designed for nurturing leads over time. This type of program allows marketers to set up a continuous stream of targeted communications to engage prospects based on their behaviors and interests. By automating the nurturing process, marketers can deliver relevant content at key stages in the buyer's journey, thereby building stronger relationships and increasing the likelihood of conversion.

The structure of Engagement Programs includes setting up streams of content that can be personalized and scheduled based on various triggers and engagement metrics. This ensures that leads receive timely information tailored to their needs, which ultimately improves engagement rates and fosters loyalty.

Other options focus on different functionalities that do not align with the primary goal of engagement and nurturing. For instance, customer feedback collection, report generation, and social media advertising, while important in their respective contexts, do not represent the essence of what an Engagement Program is meant to achieve within Marketo.