Chapter 13

What is meant by repurposing content?

- reformatting to suit another platform - rewriting as appropriate, such as tweetable quite/blog post/ corporate tweet/ share

What is the conversion process? (7)

-Identify Conversion Goals and KPIs (Key Performance Indicators) •Define and Acquire Target Profiles •Organize/Optimize Website Structure •Develop a Compelling Message •Use Effective Calls to Action •Enhance Shopping Cart, Lead Capture Processes •Test, Measure and Refine

Potential Issues with conversion (4)

-Keep The Prospect at the Center of the Process •Central Database Stores All Data, Allows Tracking •Leads from Different Channels Have Different Acquisition Costs •Different Cost per Converted Lead

Four core digital marketing strategies

1) acquisition 2) conversion 3) retention 4) value growth

According to a recent Edelman Trust Barometer, 63% of consumers need to hear company claims _____ before they'll actually believe them.

3-5x

What are the "BANT" steps to qualify leads?

B = Budget. Does prospect have money to purchase? A = Authority. Is prospect the decision maker? N = Need. Does prospect have a defined need? T = Time. Will prospect buy nor or later?

A ____________ brand is one that generates more than half its revenue from business clients.

B2B

Demand generation is an ______________ issue.

Organizational

___________ marketing gets the prospect's permission before pushing content to them.

Permission

How do marketers qualify leads?

Scoring models tend to be set up and run in marketing automation systems. Lead scoring requires a model that requires data that includes: Online activity: Number and frequency of visits to site, multiple visitors from same firm, time spent, clicks on email newsletters, and more (negative: time spent on job openings page) Current or previous customer relationship Title; role in buying center: Purchasing agent may be a negative, depending on product in question Ideal customer profile: Industry, size of firm, annual revenue, and more

Which is a true statement about the B2B buy cycle? The B2B buy cycle implies a process with multiple participants that occurs over time. Most companies determine the type of buying cycle they use. The B2B buy cycle applies only to large manufacturing corporations. All of these are correct.

The B2B buy cycle implies a process with multiple participants that occurs over time.

The four steps of lead generation utilized by Hubspot

1. Attract: attract strangers and turn them into website visitors (blog, social media, keywords, pages) 2. Convert: Convert website visitors into leads. (call-to-action, landing pages, forms, contracts) 3. Close: close leads into customers through lead nurturing (email, workflows, lead scoring, CRM integrations) 4. Delight: delight customers to turn them into promoters of your brand (social media, email, workflows)

______ buyers begin the process of purchasing with search.

B2B

Demand generation process (6 steps)

Content creation--> Lead generation--> Lead nurturing--> Lead qualification--> Conversion--> Metrics (feedback loop)

Explain Conversion

Conversion: end goal is closing the sale From Marketing Campaign Perspective > Generating Desired Prospect Behavior •Many Conversion Opportunities •Getting Prospect From 1 Stage in Journey to Next Stage •Social Media > Getting Prospect to Exhibit Desired Behavior

Define inbound marketing

Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don't always want, inbound marketing forms connections they are looking for and solves problems they already have.

Define scoring leads

Lead scoring is the process of ranking the sales-readiness of a lead using a predetermined methodology.

The gap between marketing and sales is filled with _____________________. Types of systems used by marketers to nurture, generate and score leads include Salesforce, Eloqua, Pardot and Marketo.

Marketing automation systems

Explain the steps of the purchase process

Need: Customer realizes they have a problem/desire that a product can satisfy Research: Customers will begin searching for information to help them find the best solution to their problem. Comparison: customer will compare your product to others to try and find the best one for their budget Procurement: customer purchases product

Lead Generation

Process of finding people (leads) who're likely to become your customers immediately or in the future. "Finding" people implies finding information about people, like their name, email ID or organization's name, all of which you can initiate a business relationship with them. you can generate leads, organically and/or by spending money, depending in your resources.

Define qualifying leads

Qualifying a lead is the process of determining whether a lead meets the requirements to purchase your product or service. Qualifying a lead helps you avoid spending time and money pursuing a lead who isn't in a position to invest in your product or service.

Demand generation

a more comprehensive term--the entire process of developing customer demand

The basic marketing strategies include: All of these are correct. customer value growth. customer conversion. customer retention.

all are correct

Communication channels for generating sales leads include: All of these are correct. trade shows in the real world. online advertising. direct mail. ZOOM webinars

all of these are correct

Which of the following can be part of a content marketing strategy? All of these are correct. Customer comments posted on Facebook Television ads posted on YouTube Funny memes shared on Reddit

all of these are correct

Qualifying sales leads means: asking a standard set of questions to determine needs and budget. determining which communications channel produced the lead. having a sales rep call the prospect. None of these is correct.

asking a standard set of questions to determine needs and budget.

Inbound marketing includes: content marketing. television advertising direct mail promotions. online advertising.

content marketing

__ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development. Demand generation Content marketing Lead generation Inbound marketing

demand generation

Which do managers see as MOST important? Generating high quality leads Generating a large quantity of leads Creating a relationship with people who might become leads at a later date All of these are correct.

generating high quality leads

Traditional lead generation

model separates lead generation and conversion (making a sale) but the process is essentially the same

Reasons the lead generation and management process is important include: reducing the cost of sales. regulating the number of sales that are made. proving to management that marketing is showing results. All of these are correct.

reducing the cost of sales

Marketers use the Eloqua, Pardot, and Marketo systems to ______ leads. score convert generate None of these is correct.

score

What are potential benefits of testing landing pages?

· Can produce measurable improvements in the lead generation and management process · Better layout, chunked copy, relevance (testimonials)