A service level agreement (SLA) between sales and marketing requires that if sales marks a lead as Unqualified, an Unqualified Reason must be…

The marketing team's objective is to nurture leads that sales has marked as 'Unqualified'. In Marketo Engage, the primary tool designed for automated, long-term lead nurturing is the Engagement Program. A Smart Campaign can be configured to trigger when a lead's status changes to 'Unqualified'. The appropriate flow step within this campaign is "Add to Engagement Program," which places the lead into a predefined content stream designed to re-engage them based on their 'Unqualified Reason'. This directly accomplishes the goal of nurturing these specific leads.

A. Add to SFDC Campaign: This flow step is used to add a person to a Salesforce Campaign for tracking and reporting purposes within Salesforce. It does not initiate a nurturing process within Marketo.

C. Add to Nurture Stream: "Add to Nurture Stream" is not a distinct flow step. The correct flow step is "Add to Engagement Program," within which you specify the initial stream for the person.

D. Add to Trash: This action would delete the lead from the database, which is the opposite of the stated goal to nurture them.

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1. Adobe Experience League, Marketo Engage Documentation, "Understanding Engagement Programs." This document states, "Engagement programs are the best way to nurture leads automatically. They automate the process of sending targeted emails to the right people at the right time." This confirms that Engagement Programs are the correct tool for the nurturing goal described in the question.

Source: Adobe Experience League, Marketo Engage Documentation, "Demand Generation," "Engagement Programs," Section: "Understanding Engagement Programs."

2. Adobe Experience League, Marketo Engage Documentation, "Flow Step: Add to Engagement Program." This document details the specific flow step. It explains, "The Add to Engagement Program flow step adds people to your engagement program... When you add people to an engagement program, you must choose which stream to put them in." This directly supports option B as the correct action and clarifies why option C is an incorrect description of the flow step.

Source: Adobe Experience League, Marketo Engage Documentation, "Demand Generation," "Engagement Programs," "Program Actions," Section: "Add to Engagement Program."

3. Adobe Experience League, Marketo Engage Documentation, "Flow Action: Add to SFDC Campaign." This source describes the function of adding a person to a Salesforce campaign. It states, "Use this flow step to add a person to a specific Salesforce campaign and set their member status." This confirms the action is for Salesforce data management, not Marketo nurturing, making option A incorrect.

Source: Adobe Experience League, Marketo Engage Documentation, "CRM Sync," "Salesforce Sync," "SFDC Flow Actions," Section: "Add to SFDC Campaign."