What type of token should a marketer use to display the recipient's first name on a landing page?

To display the recipient's first name on a landing page, the most appropriate token to use is the lead (person) token. This token is specifically designed to pull in individual contact details from the Marketo database, allowing marketers to personalize their communication directly based on the lead's information.

Using a lead token ensures that each recipient sees their own first name displayed correctly, enhancing the personalization of the landing page. Personalization can increase engagement and conversion rates, making this approach vital for effective marketing strategies.

Landing page tokens are generally used for content that is constant across all visitors, while company tokens pull information related to the organization rather than the specific individual. My tokens are custom tokens that may not be as widely supported for individual lead information. Hence, the lead (person) token is the appropriate choice for personalizing landing pages with specific details like the recipient's first name.