Hubspot: Inbound Marketing

Implicit segmentation is synonymous with ______.

"Implicit segmentation is synonymous with correlation

Using software to check my writing for tone, level of formality, and fluency is an example of what?

(Maybe) content marketing software

What tools should you consider to help streamline your content creation process? Select all that apply.

- A CMS - A content planning tool - An analytics tool

Which of the following is an example of a buyer's journey?

- Awareness stage: Experiences constant back pain in the morning.Googles: Why does my back hurt in the morning? Learns their mattress may be the problem. - Consideration stage: Becomes aware their mattress is the problem and wants to find solution. Takes a quiz to assess the right type of bed products. Learns a foam mattress is recommended. - Decision stage: Enters stage to decide which provider to purchase from. Comes across several brands offering foam mattresses. Chooses company based on reviews

Which of the following is an example of someone in the awareness stage of their buyer's journey?

- Awareness stage: happens when a buyer experiences a problem and seeks to better understand it. - Awareness stage: Experiences constant back pain in the morning.Googles: Why does my back hurt in the morning? Learns their mattress may be the problem.

Buyer's journey stages

- Awareness stage: happens when a buyer experiences a problem and seeks to better understand it. - Consideration stage: a buyer identifies their problem and becomes committed to understanding the different solutions. - Decision stage: the buyer identifies the correct solution and decides on the best vendor to provide that solution.

What question can help define your awareness stage?

- Awareness stage: happens when a buyer experiences a problem and seeks to better understand it. - How do buyers describe their challenges or goals? - What symptoms are your buyers experiencing? - How do buyers consume content or conduct research?

Which of the following content would be the most helpful to Dog-owner Dia in the decision stage? Review the following scenario to answer the question.

- Decision stage: Enters stage to decide which provider to purchase from. Comes across several brands offering foam mattresses. Chooses company based on reviews

How can you ensure your video content initiates actions? Select all that apply.

- Experiment with different types of CTAs, like visual and verbal. - Design your CTA to stand out. - Include a CTA to your website if the content is hosted on YouTube. NOT the one about presenting a CTA at least 5 times

What are some ways you can deliver personalized experiences to your visitors? Select all that apply

- Gather valuable information to provide a personalized experience. -Website and email personalization

You're on a social media team for a outdoors brand called Appalachia. They've decided to revitalize their Pinterest account and see if they can engage customers there. What ways might you bring inbound marketing into the content creation process for this channel? Select all that apply.

- Instead of posting repetitive photos of your traditional (but oh-so-comfy) hiking boots, feature ways customers can use your products. Feature stunning photos of sunrise hikes and crackling campfires. - Curating Pinterest boards around the aspirations of your target customer— such as popular hiking and travel destinations. - NOT the same stuff as face book - NOT make different posts in hopes of eventually fining a niche . after-all, the only thing that will happen is the post flops.

Which distribution channels help drive new audiences? Select all that apply

- Online forums - Social media ads - Guest posts

The Benefits of Content Distribution Goals

- Set the tone of your distribution strategy - Help you choose the few most effective channels - Remind your team of what's important - Help you develop a focused strategy

You've just joined the blogging team for a new fashion retailer called VintageVines. What are some strategies you could adopt to reach and resonate with your target audience? Select all that apply

- Take time to understand the topics your audience really cares about. This helps you resonate with the people who matter most to your success — leads and customers

The following content distribution goal is missing a SMART goal element. What is missing? // Since we generated 300 leads from our previous e-Book, we want to generate 400 leads when we promote our next e-Book. This will support our inbound marketing initiatives to increase our number of qualified leads this year.

- Time-bound

How can you ensure your blog content initiates action?

- Use actionable and specific language. - Design your CTA to stand out.

Checking for statistical significance when testing a new marketing channel ensures:

- When the results of your research show that the tested variables influence each other and aren't random - You achieve similar results next time

What do buying insights reveal?

- Which buyers are receptive, and which will ignore you - Which aspects of your solution are relevant - What attitudes prevent your buyers from considering your solutions - What resources your buyers trust as they evaluate their options - Which buyers are involved in the decision and how much influence they wield

How to Set an Effective Content Distribution Goal

1. Identify a purpose 2. Craft a SMART goal.

Selecting a web analytics tool would be a part of which step of implementing behavioral marketing and customer segmentation?

2. Implement tracking.

Roughly how long should your buyer persona interviews take?

20min

Noticing spikes or dips in specific behaviors and quantifying them is an example of which step of implementing behavioral marketing and customer segmentation?

3. Analyze and report how people are behaving on your website.

How many buyer persona interviews should you aim to complete?

8-10

Fill in the blank: Most tools require you have a confidence threshold of ----, in order to declare a winner in an A/B test.

95%

You're on the lead generation team at a wine reseller called Partners in Wine. You've noticed that the user open rate of your emails has dropped over the last couple of months. What are some first steps you could take to solve this issue?

A/B testing with subject lines personalization

How can audience segmentation enhance your inbound marketing efforts?

Audience segmentation can help you deliver personalized, unique experiences in your marketing outreach.

How can you ensure your content drives action?

CTA (Call to action) Include a CTA.

When implementing marketing automation and AI into your internal processes, journey mapping can be helpful to which aspect?

Cadence and content

Fill in the blank. An effective behavioral marketing and segmentation strategy is built on a foundation of good ________.

Data

Leveraging the data that's already accessible to you is a part of which step of implementing behavioral marketing and customer segmentation?

Define the interactions you want to track

If you're trying to improve customer lifetime value, which phase should you focus on in your marketing flywheel?

Delight - If you're looking to improve your customer retention, customer lifetime value, and referrals

- Cobbling together software parts that do not all use the same database increases the risk of what?

Dirty Data

True or False? An effective content distribution strategy is all about getting your content in front of the most people

False

True or False? When conducting buyer persona interviews, make sure to include your colleagues who were involved in the sales process.

False

True or False? You should have at least 3 buyer personas.

False

True or false: If neither variation in an A/B is statistically better, you pick the variation you like best and proceed to make the change

False

True or false? People are protective of their privacy and do not want their experiences to be highly personalized

False

True or false? Segmentation is a process that helps you understand your leads and customers better, and behavioral marketing is how you categorize them based on the understanding you gain.

False

True or False? The most effective way to initiate a buyer persona interview request is through a phone call.

False - Interview

What is a buyer persona?

Fictional, generalized representation of your ideal customer

How does the full path attribution model calculate credit?

Full-path gives 22.5% of credit to:first interaction interaction that created the contact interaction that created the deal interaction that closed the deal Then, it distributes the remaining 10% evenly across all other interactions

Which distribution channel drives results fastest?

Google ads

How can you balance multiple content distribution goals?

Identify your primary goal against any secondary goals.

Why do you need to know what your audience is thinking and feeling on their path-to-purchase with your organization?

If you understand the underlying motivations and roadblocks of your audience members, you can start to create content that speaks to their needs.

When is an appropriate time to conduct a buyer persona interview?

Interview folks who were most active in the decision- making process, and who made the decision within the last 3-6 months. before the onboarding process

How does the linear attribution model calculate credit?

Linear looks at all interactions a prospect had before the conversion and gives equal credit to each interaction.

What role can attribution play in your reporting strategy? Select all that apply.

Marketing attribution reporting helps you see the impact marketing had on a specific goal, usually a purchase or sale. - What was the ROI of that our Facebook ad campaign last quarter ? - What content drove the most leads last month? - Where is the best place to invest my marketing resources? - Which pages are viewed the most before someone becomes a customer?

Database segmentation, marketing automation, and multichannel communication are examples of strategies that happen at which stage of your marketing flywheel?

Marketing: Engage Stage

How can you refine your content distribution strategy?

Run tests for new marketing channels.

How do you develop an effective content distribution strategy?

Set a content distribution goal, identify your audience's preferred channels, and run tests for new marketing channels.

Fill in the blank: In order to determine when you should deliver certain content to your audience, you need to understand _____.

The buyer's journey

Fill in the blank: A negative persona is a person who_______.

The people that aren't a great fit for your business

Why should you create a negative persona?

The people that aren't a great fit for your business

Customer segmentation is:

The process of separating your contacts into smaller groups of similar profiles

Try to uncover all of the following during a buyer persona interview EXCEPT:

Their on-boarding experience

True or false? It's appropriate to offer monetary incentives for buyer persona interviews.

True

True or false? Using people's information in inbound marketing is not inherently unethical

True

From an inbound perspective, why is it important to know your audience and who you're trying to reach online?

Understanding the type of content that your ideal customers want to engage will help you create content that delights them across all of your marketing channels.

Explicit segmentation is synonymous with ______.

explicit segmentation is synonymous with causation."

What is an attribution model?

lets you apply different credit to each interaction according to the model's rules.

Fill in the blank; In the concept, "fire bullets, then cannonballs," bullets represent ----, while cannonball represent ----.

little somethings, big general somethings

You should conduct buyer persona interviews with all of the following people EXCEPT:

someone who is in the purchasing process and talking to the sales team