Inbound Marketing Certification
30. T or F? Statistical significance is an optional part of A/B testing.
RIGHT answered: false
29. T or F? Segmentation is a process that helps you understand your leads and customers behaviors better, and behavioral marketing is how you can categorize them based on the understanding you gain.
WRONG answered: true
33. True or False? When conducting buyer persona interviews, make sure to include your colleagues who were involved in the sales process.
WRONG answered: true
14. How do you set an effective content distribution goal? Select all that apply.
WRONG answered: - determine you DRIs - Identify a purpose - craft a SMART goal
58. - Your boss asks you to identify your target audience's preferred channels by collecting feedback. What are the different ways you can collect accurate feedback? Select all that apply.
WRONG answered: - interview your marketing team - run focus groups with customers - publish online surveys
34. True or False? You should have at least 3 buyer personas.
WRONG answered: false
49. When is an appropriate time to conduct a buyer persona interview?
WRONG answered: when the prospect is evaluating your solution
20. Leveraging the data that's already accessible to you is a part of which step of implementing behavioral marketing and customer segmentation?
RIGHT answered: define the interaction you want to track
19. If you are trying to improve customer lifetime value, which phase should you focus on in making you makerting flywheel?
RIGHT answered: delight
4. Cobbling together software parts that do not use the same database increase the risk of what?
RIGHT answered: dirty data
16. How does the linear attribution model calculate credit?
RIGHT answered: equal credit is assigned to all interactions that occurred before the conversions.
26. T or F? An effective distribution strategy is all about getting your content in front of the most people?
RIGHT answered: false
28. T or F? People are protective of their privacy and do not want their experiences personalized.
RIGHT answered: false
24. Selecting a web analytics tool would be a part of which step of implementing behavioral marketing and customer segmentation?
RIGHT answered: implementing tracking
37. Using software to check my writing for tone, level of formality, and fluency is an example of what?
RIGHT answered: marketing automation
60. You're on the lead generation team at a wine seller 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?
RIGHT answered: start to A/B test areas like your subject lines to see if you can improve...
18. If you don't have time to conduct thorough research about your target audience's preferred channels, what is a helpful way to gather information?
RIGHT answered: tap into audience insight tools
25. The following distribution goal is missing a SMART goal element. What is missing? // Since we generated 300 leads from our previous e-book....
RIGHT answered: time bound
27. T or F? Buyer personas can help you identify your target audience's prefered content distribution channels?
RIGHT answered: true
32. T or F? This is an example of a person in the decision stage of their buyer's journey.// Dog-Owner Dia is struggling.... Dia uses yelp to compare local dog trainer
RIGHT answered: true
42. What question can help define your awareness stage?
RIGHT answered: what symptoms are your buyer's experiencing?
40. What is A/B testing?
RIGHT answered; a type of marketing experiment where you split up your audience to test a number of variations of a campaign to determine which preforms better
15. How does the full path attribution model calculate credit?
RIGHT answered: 22.5% of the credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and the interaction that closed the deal. The final 10% is assigned to the remaining actions evenly.
48. When implementing marketing automation and AI into your internal processes, journey mapping can be helpful to which aspect?
RIGHT answered: cadence and content
56. From an inbound perspective, why is it important to know your audience and who you're trying to reach online?
RIGHT answered: understanding the type of content that your ideal customers want to engage will help you create content that delights them across all your marketing channels
22. Passing on a group of customers directly to the sales team is an example of an action you take in which step of implementing behavioral marketing and customer segmentation?
RIGHT answered: use your segmentation to nurture
55. Why do you need to know what your audience is thinking and feeling on their path-to-purchase with your organization?
WRONG answered: if you understand the underlying motivations and roadblocks of your audience members, you can start to create content that speaks to their needs
12. How do you develop an effective content distribution strategy?
WRONG answered: set a content distribution goal, identify you audiences preferred channels, and outline your distribution plan
53. Which distribution channels help drive new audiences? Select all that apply.
RIGHT - online forums - social media ads - guest posts
53. Which of the following is an example of a buyer's journey?
RIGHT Answered: .....They're looking for a local dog trainer that provides obedience training and can socialize their dog to overcome its anxiety
57. Why should you curate a buyer persona story?
RIGHT Answered: all of the above
39. - Fill in the blank: A negative persona is a person who_______.
RIGHT Answered: isn't a good fit for your business
38. What is the drawback to using the last touch attribution model?
RIGHT Answered: this model ignores potentially influential interactions that occurred on the path to purchase
59. 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.
RIGHT answered: - instead of posting... - curating pinterest boards..
51. - Which distribution channels allow you the most control over your content? Select all that apply.
RIGHT answered: - website - email
54. Which of the following is an example of someone in the awareness stage of their buyer's journey?
RIGHT answered: ... Dia conducts research by reading blog articles and watching YouTube
17. How many buyer persona interviews should you aim to complete?
RIGHT answered: 8-10
50. Which distribution channel drives results fastest?
RIGHT answered: Google Ads
44. What role can a CRM play in effective martech stack?
RIGHT answered: a CRM provides a centralized location to store all your customer data so you can nurture leads, based on their information and where they are in the buyer's journey
41. What is an attribution model?
RIGHT answered: a set of statistical rules that helps you define the credit assigned to each interaction a visitor takes along their buyer's journey at your organization
21. Notice spikes or dips in specific behaviors and quantifying them is an example of which step of implementing behavioral marketing and customer segmentation?
RIGHT answered: analyze and report how people are behaving on your website
6. Fill in the blank: An effective behavioral marketing segmentation strategy is built on a foundation of good ____.
RIGHT answered: data
How can you balance multiple content distribution goals?
WRONG
Roughly how long should your buyer persona interviews take?
WRONG
45. What should you consider when identifying a marketing channel to test? Select all that apply.
WRONG answered: - target audience - your goals - KPIs
47. What types of questions can marketing attribution answer? Select all that apply
WRONG answered: - what assets drove the most leads - which type of customers have the highest..
7. Fill in the blank: Behavioral marketing empowers you ability as a marketer to personalize your customers experience. Personalization is about creating ____.
WRONG answered: Buyer Personas
9. As an inbound marketer, you don't just want your touchpoints to be efficient, you want them to be ___.
WRONG answered: Energizing
43. What question can help define your decision stage?
WRONG answered: What are possible solutions to address their challenge or goal?
46. What step should you always incorporate into your content creation workflow?
WRONG answered: distributing
31. T or F? The "independent variable" in A/B test is the control or the variation that remains unchanged.
WRONG answered: false