inbound marketing

When testing a new marketing channel, how can you ensure you'll achieve similar results next time?

Check your results are statistically significant.

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

Dog-owner Dia struggles to handle their dog while walking because it has anxiety when approaching new dogs. Dia is looking for help, but isn't sure whether to talk with a dog trainer, dog behaviorist, or veterinarian.

What are the most common types of A/B tests you can run? Select all that apply.

Email CTA Landing Page

technology stack

a grouping of technologies that marketers leverage to conduct and improve their marketing activities

personalization

a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient

linear attribution

equal credit is given to every recorded interaction

With so many brands looking to extend their organic and paid reach on social media, it can be difficult to stand out in an already crowded space. What are some ways a brand like Taco Bell could reach its users using delightful, inbound content? Select all that apply.

everything but posting a lot

true or false: marketing has no role in the delight stage of an inbound marketing flywheel

false

True or false? As an inbound marketer, you should have content in every channel.

false. should be in more than one place, but can't be everywhere

Full-Path Attribution

gives 22.5% of credit to first interaction, interaction that created the content, interaction that created the deal, interaction that closed the deal

The delight phase

help, support, and empower customers to reach their goals, but this is also a great time to create buzz around your brand.

marketing attribution

reporting helps you see the impact marketing had on a specific goal, usually a purchase or sale

Fill in the blanks. Customer segmentation is the process of separating your contacts into _____ groups of _____ profiles.

smaller / similar

time decay

Gives more credit to clicks that happened closer in time to the conversion

Which of the following is NOT an aspect to address for better usage of marketing automation and AI in your internal processes?

Humanizing your touchpoints

What three steps do you need to follow to create a content creation framework?

Identify your workflow, determine who is responsible, and gather your content creation tools.

Why should you run marketing experiments before investing in big changes to your strategy or approach?

Marketing experiments help you invest your time in proven ideas so that you have data to forecast your big changes will pay off.

How can you develop an effective content distribution strategy? Select all that apply.

Set a content distribution goal. Research your audience's preferred channels. Run tests for new marketing channels.

What are the two important areas to focus on when it comes to customer-facing processes?

Strategizing and humanizing

How can you accurately identify your audience's preferred channels? Select all that apply.

Tap into audience insight tools. Review your analytics. Use your buyer personas. Collect feedback.

Carlos was in charge of running a one month campaign at his organization. If he's trying to determine which assets were the most valuable at generating leads and customers during that time, which attribution model should he use?

Time decay

Which is NOT one of the five fundamental steps for implementing behavioral marketing and customer segmentation?

Use implicit segmentation to get explicit information- Implicit segmentation is a portion of the segmentation step, but using the information you have to segment involves implicit and explicit segmentation.

People who ____ should NOT engage in buyer persona interviews.

are currently considering your solution

single source attribution model

assign all the credit to one touchpoint, usually first touch or last touch

Fill in the blank. Buyer personas consist of demographic insights and

buying insights

True or False: It's a best practice to segment your contact list based on buyer persona.

true

True or false? Automation and AI often work in tandem.

true