What initiates a lead's acquisition program in Marketo?

The initiation of a lead's acquisition program in Marketo is primarily driven by the actions taken by the lead themselves, such as filling out a form or attending an event. When a lead engages in these types of interactions, it signals their interest and willingness to receive more information about a company's products or services.

Filling out a form is a critical touchpoint that allows marketers to capture essential contact details and learn more about the lead’s interests. Similarly, attending an event provides an opportunity for direct engagement and collecting valuable data that can categorize the lead into specific acquisition programs based on their expressed interests.

These actions not only help to identify and qualify the leads but also serve as triggers to enter them into targeted marketing campaigns that align with their needs and the stage in the buyer's journey. This direct involvement from the lead is a foundational aspect of engagement in Marketo, ultimately guiding the marketing team's efforts to nurture those leads effectively.