What is the purpose of an Acquisition Program?

The purpose of an Acquisition Program in Marketo is to acquire new leads. This type of program is specifically designed to attract potential customers and expand the lead database. The strategies within an Acquisition Program typically include tactics such as advertising, content creation, and events, which aim to engage new prospects and encourage them to provide their information, thus entering the lead funnel.

This focus on attracting new leads distinguishes Acquisition Programs from other initiatives within Marketo that might be centered around nurturing existing leads or analyzing performance metrics. For instance, programs that segment leads focus on behavior and interest levels of contacts that are already in the database, while others might concentrate on reporting or operational aspects such as managing customer support interactions. Therefore, the primary goal of an Acquisition Program is to build a foundation of prospects that can later be nurtured into customers.