What is the function of the "Nurture" program type in Marketo?

The "Nurture" program type in Marketo is designed primarily to facilitate ongoing communication with leads. This program type enables marketers to create campaigns that provide valuable content and information over time, thus nurturing leads throughout their buyer's journey. The aim is to engage leads who may not be ready to make a purchase immediately, keeping them informed and interested until they are further along in their decision-making process.

Nurture programs typically include automation features that allow marketers to send a series of targeted emails based on a lead's interactions and engagement levels. By consistently delivering relevant content, these programs help in building relationships, maintaining brand awareness, and ultimately guiding leads toward conversion. Effective nurturing leads to higher engagement and conversion rates, making it a critical part of a comprehensive marketing strategy.