Marketo Certified Expert Certification Practice Test

What is the purpose of Progressive Profiling in Marketo?

1. Is used to capture additional new information for a lead

2. Requires a hidden field

3. Displays all fields on the form every time

4. Requires at least one token to implement

The correct answer is: Is used to capture additional new information for a lead

The purpose of Progressive Profiling in Marketo is to capture additional new information for a lead. This technique allows marketers to gather valuable data incrementally over time by displaying different fields on forms to returning visitors. Instead of showing all fields every time a user fills out a form, Progressive Profiling only presents new fields that have not yet been completed by the lead. This method leads to enhanced user experience, as it reduces form fatigue and increases the likelihood of form completion, while simultaneously enriching the lead's profile with useful data. The other options do not accurately describe the function of Progressive Profiling. While hidden fields can play a role in other contexts within Marketo, they are not a requirement for implementing Progressive Profiling. Showing all fields on a form every time contradicts the principle of Progressive Profiling, which is designed to gather data gradually rather than overwhelming the user. Lastly, the use of tokens is not a mandatory aspect of implementing Progressive Profiling, which can function using standard field structures. Understanding these principles allows marketers to effectively utilize Progressive Profiling to build comprehensive lead profiles over time.