What is a "Progressive Form" in Marketo?

A "Progressive Form" in Marketo is designed to dynamically change the fields presented to a user based on their prior interactions and the data already collected. This means that when a returning visitor fills out the form, they might see different fields than a first-time visitor, allowing for a more tailored experience and better data collection over time. The functionality of progressive forms enhances lead intelligence because it captures additional information without overwhelming the user with too many fields at once. This approach encourages users to engage, leading to higher conversion rates and richer profiles for marketers.

While forms that allow for immediate data collection can serve a purpose, they do not leverage the personalized approach or adaptability that characterizes a progressive form. Similarly, a standard form with fixed fields does not offer the dynamic nature of progressive forms, nor does a form that only collects email addresses capture the nuances in user input that progressive forms aim for. Thus, the core characteristic of progressive forms—dynamic field changes based on user data—is what makes the second option the correct choice.