Digital Marketing Skills 1

What Is Jobs Theory?

A method for understanding why people buy certain products and services.

What Is The Definition Of A Buyer Persona?

A semi-fictional representation of your ideal customer based on real data and some select educated speculation

What Is Conversion Optimization?

Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.

A Website Visitor Is Reading The Blog Post You Published Last Month. They're Intrigued By The Call-To-Action That You Have At The Bottom Of Your Post, So They Decide To Click It And Are Redirected To A Form Which They Fill Out And Submit. Which Inbound Methodology Stage Is Being Described In This Scenario?

Convert

What Are The Steps For Creating A Conversion Path?

Create awareness, determine your end point, chart your course, and analyze.

True or false? A call-to-action must be a button.

False

True or false? A website page should always have three goals. There should be one primary goal and two secondary goals.

False

True or false? An effective conversion path must include a landing page.

False

True or false? An inbound sales strategy aims to connect with buyers when they're in the decision stage of the buyer's journey.

False

True or false? As an inbound sales representative, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.

False

True or false? Each prospect who comes to your website for the first time is always in the Awareness stage of the buyer's journey.

False

True or false? If you have an ideal customer profile, you don't need buyer personas.

False

True or false? Most buyers are naturally trusting of salespeople

False

True or false? To ensure that search engines understand your website page, it's necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.

False

True or false? When starting out, make sure you are engaging with customers on every single social media channel.

False

True Or False? Every Business Exists Primarily To Create Profits?

False - Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.

True Or False? Every Customer Has To Have A Fantastic Experience In Order For Your Company's Flywheel To Accelerate.

False - Some customers are inherently difficult to work with, but thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible even to your most difficult customers.

Fill In The Blank: The Inbound Methodology Is A ____________.

Flywheel

Which Of The Following Is NOT A Reason To Think Of Your Business As A Flywheel?

Flywheels are able to stand unsupported for an indefinite amount of time.

If A Salesperson Is Speaking With A Specific Person And Discovers That The Person Doesn't Exactly Match Their Assigned Persona, What Should The Salesperson Do?

Focus on serving the person using the information they provide even if it doesn't match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.

When should you focus on delighting people?

From the very first moment someone interacts with your business

True Or False? There Should Be One Person Who Is Tasked With Creating And Maintaining Your Buyer Personas.

True - You need to get input from as many people as possible, but you should have one person who is accountable for making sure personas are created and maintained.

True or false? NPS is calculated by subtracting the detractors percentage from the passives percentage.

false

An inbound sales strategy focuses on identifying people who _________.

might already be interested

Optimizing Your Content Helps Improve __________.

reach engagement conversions

Fill in the blank: While most pages should be optimized for user interaction, responsive blogs should be first optimized for _________.

readability

True or false? An inbound sales approach is necessary because the world has changed and salespeople need to adapt to new technologies and buying patterns.

true

True Or False? Buyer Personas Are Effective For All Organization Types.

True

What's The Maximum Number Of Top Priorities A Company Should Have At Any Given Time?

5

Imagine you surveyed 100 training attendees. If 10% were detractors, 30% were passives, and 60% were promoters, what would your NPS be?

50

Which Place Is Recommended For The Storage Of Your Prospect's Information?

A CRM System

Which Of The Following Best Describes A Buyer Persona?

A description of your ideal buyer that sounds like it's talking about an individual person but is based on aggregated information about your target market

Who At Your Company Will Buyer Personas Most Benefit?

All customer facing teams, because a good buyer persona can provide value to marketing, sales, and services.

Which Departments Should Be Involved In Creating Content?

All departments

Who Should Be Involved In Creating Your Buyer Personas?

Anybody who interacts with your customers, directly or indirectly, should be invited to give input.

According To Jobs Theory, Which Of The Following Is An Example Of A Job Story?

As a commuter, when I'm on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.

What Are The Four Stages Of The Inbound Methodology?

Attract, Convert, Close, and Delight

What Are The Stages In The Inbound Methodology?

Attract, Engage, Delight

What Is The Role Of "Back Office"? Teams (Accounting, Legal, Etc.) In Creating Buyer Personas?

Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.

How Does Your Company's Purpose Affect "Back Office"? Teams (Accounting, Legal, Etc.)?

Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.

Why Is It Common For Companies To Think Of Themselves In Terms Of A Funnel?

Because many business charts show conversion rates, and those charts are often shaped like a funnel.

How Can You Apply Flywheel Thinking To Your Company's Budget?

By investing as much money into things that drive customer happiness, such as support teams and product improvements, as you do into acquiring new customers through marketing and sales.

You want to improve your customer experience processes and your products to ensure you're focused on delight. Which should you do to get the largest, most representative sample?

Collect survey responses

If Your Content Is Focused On The Different Solutions To Your Buyer Persona's Problem, Where Would That Content Fit Into The Buyer's Journey?

Consideration

Fill In The Blank: You Standardize For ______________.

Consistency

Fill In The Blank: Your __________ Is Your Strongest Acquisition Lever.

Current Customer Base

What Does CRM Stand For?

Customer Relationship Management

Which of the following delight terms is considered to be reactive to your customers' needs?

Customer support

What Are The Steps Of Conversion Optimization?

Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.

Which Of The Following Is The Best Way To Align A Company's Employees Around A Single Purpose?

Defining a company culture that encourages employees to focus on fulfilling the company's purpose.

Which Of The Following Is NOT A "Job Dimension"? That Jobs Theory Might Uncover?

Demographic information

Fill in the blank: ______________ are people who respond to the NPS with a score between 0 and 6.

Detractors

What are the phases for the inbound sales framework?

Engage, Guide, Grow

What is the difference between a sales process and an inbound sales strategy?

Every sales team has its own sales process, but an inbound sales strategy can be implemented by every sales team.

True Or False? As Buying Behavior Changes, The Inbound Philosophy Will Also Evolve.

False

True Or False? Attracting Is The Role Of Marketing. Engaging Is The Role Of Sales. Delighting Is The Role Of Services.

False

True Or False? Content Is Only Used During The Attract And Delight Stages Of The Inbound Methodology.

False

True Or False? Conversion Optimization Is NOT An Iterative Process.

False

True Or False? If One Horizon Begins To Underperform, You Should Reallocate Resources To Those Initiatives Until They Start Performing Well.

False

True Or False? In The Context Of Inbound, Buyer Personas And Ideal Buyer Profiles Are The Same Thing.

False

True Or False? It Is A Recommended Best Practice To Gate And Deliver Majority Of Your Content Over Live Chat.

False

True Or False? Objectives Typically Have A Designated Time Period, While Key Results Can Be Long Lived.

False

True Or False? When You Standardize, You're Creating A Single Standard Answer That Has No Variations.

False

True Or False? You Should Only Create Video Content If You Have A High-Quality Camera And Lights.

False

True or False: Responsive design relies on predefined screen sizes.

False

Fill in the Blank: __________ allows you to understand what users want, care about, and interact with on your site by visually representing their clicks, taps, and scrolling behavior.

Hotjar

What Kinds Of Information Does Your Marketing Team Likely Need Included In A Persona?

How the persona finds answers to problems, and how they prefer to be communicated with.

From the very first moment someone interacts with your business

How you track, analyze, and respond to conversations across the internet.

What are the three core tenents of inbound?

Human, Helpful, Holistic

What Does A Knowledge Strategy Allow You To Do?

Identify topics you may have information on, and what types of questions may be asked

What are the phases of an inbound sales strategy?

Identify, Connect, Explore, Advise

How Can Thinking Of Your Business As A Flywheel Foster Cross-Team Collaboration?

If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.

When It Comes To Inbound Best Practices, You Personalize For:

Impact

What Is The Relationship Of Funnels And Flywheels To Each Other?

Individual funnels can be interconnected within a flywheel.

What Is The Buyer's Journey?

It's the active research process someone goes through leading up to a purchase.

When It Comes To Goal Setting, What Are Key Results?

Key results are how you quantitatively benchmark and monitor how you get to the objective.

All of the following are true about forms and lead flows EXCEPT:

Lead flows collect more detailed information than forms.

Fill In The Blank: When Optimizing Your Content For Clarity, Your Goal Is To ______________.

Leverage the strengths of a given channel and mitigate its weaknesses

Which of the following is NOT a lead nurturing tactic?

Marketing qualification matrix

Who Is Responsible For Delighting Prospects And Customers?

Marketing, Sales, and Services

Fill In The Blank: Inbound Is Knowledge

Monetization

Which Of The Following Is A Problem With Thinking Of Your Business As A Funnel?

Movement through a funnel immediately stops when things stop flowing into the top of the funnel.

A Customer Who Recently Purchased Your Product Realizes That It's Not The Right Solution For The Problem They Were Trying To Solve. He Would Like To Return The Product. Which Stage Of The Buyer's Journey Is Your Customer In?

None of the above

When It Comes To Goal Setting, What Are Objectives?

Objectives are statements that define the qualitative outcome of your goal.

Fill In The Blanks: You ________ Have To Provide The _________ Right Response, Before Delivering The __________ Correct Information.

Often, emotionally, factually

Fill in the blank: _______________ is a friendly, harmonious relationship; a relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.

Rapport

You've Joined A Startup Company. Before Building Out Your Content Strategy, You'll Need To Develop Your Company's Primary Buyer Persona. What's The Appropriate Order For Developing The Buyer Persona For Your Startup?

Research, identify trends, and create persona stories

60% of a buyer's purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?

Sales representatives must evolve their selling to keep up with customers' buying habits

True Or False? A Customer's Buying Journey Is Ever-Evolving. You Should Make Updates As You Learn More About Your Buyer Persona.

True

What Are The Five Inbound Principles?

Standardize, Contextualize, Optimize, Personalize, Empathize

When designing site architecture and navigation, whose experience should be the primary consideration?

The Visitor

When Does The Engage Stage Of The Inbound Methodology Begin?

The engage stage begins when a prospect or customer takes a desired action.

When You Use Jobs Theory To Develop A Timeline Of Events, Where Does That Timeline Start?

The first time a potential customer realizes they have a need.

What Is The Relationship Between The Inbound Methodology And The Concept Of A Flywheel?

The inbound methodology is round to help you visualize your company as a flywheel. The inbound methodology represents a funnel that exists in one part of your company's flywheel.

In The Three Horizon Framework, What Does Horizon Three Symbolize?

The initiatives you take to power long-term success

In The Three Horizon Framework, What Does Horizon Two Symbolize?

The initiatives you take to power mid-term success

In The Three Horizon Framework, What Does Horizon One Symbolize?

The initiatives you to take to power short-term success

Define a conversion path.

The method by which you encourage someone on your site to move down your funnel.

This call-to-action isn't performing as well as it should. What is the first thing to assess about the call-to-action?

The offer and its relevance to the page content

Why Do The Inbound Principles Exist?

The principles connect the methodology with the resources of inbound

What is the definition of lead nurturing?

The process of building relationships with prospects with the goal of earning their business when they're ready.

What Is The Three Horizon Framework?

The three horizon framework is a way to conceptualize what your business wants to accomplish in the short-term, mid-term, and long-term.

What is the main purpose of a landing page?

To capture a visitor's information via a form

What is the goal of the identify phase of an inbound sales strategy?

To identify good-fit leads from within the large pool of available prospects.

If You're Looking For A Place To Start With Creating Topic Clusters And Pillar Pages, Consider Deconstructing Your Existing Awareness- Or Consideration-Stage Offers Into 10x Content Pillar Pages.

True

True Or False? Most Buyers Start Researching Potential Solutions Before They Meet With A Salesperson.

True

True Or False? Social Media Is A Key Driver For Word-Of-Mouth Marketing.

True

True or false? Having an inbound sales strategy is important because of changes made by the invention of the internet.

True

True or false? If a lead flow only asks for a visitor's email address, that's enough information to create a useful record in the CRM.

True. An email address is enough information for the CRM to create a contact record where you'll be able to see a full history of the pages that the visitor has viewed on your website. The CRM may also be able to find company information about the person and create a company record based on their email domain.

To Help Increase Awareness For An Upcoming Product Launch, Your Manager Increases Paid Promotion Funds By 300%. Which Channels Could You Disperse These Funds To?

Twitter LinkedIn Google

Which of the following is the best technique for helping people progress through the buyer's journey?

View the journey from the buyer's perspective and focus on the tasks they need to accomplish

Fill in the blank: ____________ is the process of listening to customer feedback about their experience using a product or service, sharing results within the organization, and interpreting feedback to improve customer experience and retention.

Voice Of The Customer

Which Of The Following Is NOT A Key Part Of A Company's Culture?

What customers say about the company

Which Of The Following Is NOT Something You Would Take Into Account When Contextualizing Information?

What your product/service best attributes are

In A Flywheel Business, Which Of The Following Is The Most Important Source Of New Prospects?

Word of mouth

You've Been Tasked With Helping To Research Your Organization's Buyer Persona. Your Boss Asks You To Reach Out To A Few Good And Bad Customers. Is This The Right Approach?

Yes, you should try to interview all types of customers. That way you'll have a better idea of the ideal buyer you're trying to market and sell to.

What Occurs During The Attract Stage Of The Inbound Methodology?

You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.

Which is true about content and its relationship with the Inbound Methodology?

a. Content is needed to attract people to your site. b. Content is needed to attract visitors and convert them into leads. c. Content is needed to close leads into customers and turn customers into promoters.

Fill In The Blank: Inbound Marketing Represents A Fundamental Shift In The Way That Organizations Operate Because It Is ______-Centric.

customer

Fill In The Blank: When Creating A Content Offer, Use _________ To Determine The Best Content Offer Format.

your buyer persona

What Is The Purpose Of The Delight Stage Of The Inbound Methodology?

•To exceed expectations •To provide an outstanding experience every time a prospect or customer interacts with your company •To go the extra step to ensure a prospect or customer accomplishes what they set out to do