How can a visitor convert to a prospect?

The way a visitor can convert to a prospect is by submitting a form on a landing page. A visitor is an

anonymous person who visits your website, while a prospect is a known person who has an

identified email address. A visitor becomes a prospect when they fill out a Marketing Cloud Account

Engagement form, which captures their email address and other information. A landing page is a

web page that contains a form and a call to action, such as downloading a file or registering for an

event. When a visitor submits a form on a landing page, they become a prospect and can be tracked

and nurtured by Marketing Cloud Account Engagement. Viewing an embedded form, visiting a

tracked website, or receiving a marketing email are not ways to convert a visitor to a prospect, as

they do not capture the visitor’s email address or identify them as a prospect. Reference [Visitors and

Prospects] [Landing Pages and Forms]