Which program type would a marketer use to capture gated content conversions on their corporate website?

The Default program type in Adobe Marketo Engage is the most versatile and is used for a wide range of one-time marketing initiatives. Capturing conversions from gated content, such as a whitepaper or an ebook download, is a primary use case for a Default program. This program type serves as a container for the necessary assets (e.g., form, landing page) and allows marketers to track the success of the content piece by monitoring member acquisition and status changes, such as a person moving to a "Downloaded" status upon form submission.

A. Drip Nurture: This is a legacy program type for sending a simple, fixed series of emails. It is designed for lead nurturing, not for capturing the initial conversion event.
B. Engagement: This is the modern program type for sophisticated, long-term lead nurturing. It sends streams of content over time to an audience but is not the program used to house the assets for the initial content download itself.

1. Adobe Experience League, Marketo Engage Documentation, "Program Types." This document explicitly states: "Default programs are used for a variety of marketing initiatives that are typically 'one-time' occurrences. Examples include online advertising... social media marketing, and web-based promotions." A gated content download is a form of web-based promotion.

2. Adobe Experience League, Marketo Engage Tutorials, "Create a Program." In the description of program types, it advises for the Default program: "Use this for everything else! Web content, online ads, and any other marketing initiative that doesn't fit into the other channels." This confirms its suitability for housing gated web content.

3. Adobe Experience League, Marketo Engage Documentation, "Engagement Program." This source defines the purpose of an Engagement program as being used to "automate your lead nurturing and send out a series of content-rich emails to nurture your leads." This clarifies its role is in nurturing post-conversion, not the capture of the conversion itself.