What is the function of a Landing Page in Marketo?

A landing page in Marketo is specifically designed to capture lead information for campaigns. Its primary function is to serve as a destination where visitors can provide their contact details, such as names and email addresses, often in exchange for something of value, like a whitepaper, webinar registration, or other resources. This process is crucial for lead generation and nurturing, as the data collected can be used to better engage those leads through targeted marketing efforts.

While other options suggest valuable purposes, they do not align with the primary intent of a landing page in the context of marketing automation. For instance, a home page aims to provide an overview of the entire website or organization, customer support resources focus on helping existing customers, and showcasing company news and blogs is more aligned with content marketing. None of these functions are the main goal of a landing page, which is all about converting visitors into leads through strategic calls to action and form submissions.