What function do tokens serve in Marketo?

Tokens in Marketo are primarily used to personalize content. They allow marketers to dynamically insert variable information into emails, landing pages, and other forms of communication. By utilizing tokens, specific details such as a lead's name, company, or preferences can be automatically populated at the time of sending, which enhances the relevance and engagement of the messaging. Personalization is crucial in marketing as it helps create a more tailored experience for each recipient, leading to better interactions and increased conversion rates.

While tokens can play a role in various marketing functions, their most defining characteristic is their ability to incorporate individual lead data uniquely into marketing materials, which is at the core of effective personalization strategies. This capability sets tokens apart from other functions like segmentation, tracking performance, or list creation, which do not primarily revolve around the adaptive insertion of personalized elements.