Inbound Marketing

How does the full path attribution model calculate credit?

22.5% of credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and to the interaction that closed the deal. The final 10% is assigned to the remaining interactions evenly.

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%

What role can a CRM play in effective martech stack?

A CRM provides a centralized location to store all your customer data so you can nurture leads contextually, based on their information and where they are in the buyer's journey.

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

A case study that shares how a company helped a first-time dog owner overcome anxiety and teach obedience

What is a marketing experiment?

A marketing experiment is a form of market research in which your goal is to discover new strategies for future campaigns or validate existing ones.

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

AI

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

After the customer completed the sales cycle, but before they go through onboarding

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

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

Blogging, SEO, and social publishing are key pieces to any marketer's strategy. Which phase of your flywheel can benefit from the implementation of these three strategies?

Attract

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. Explicit segmentation is synonymous with ______.

Causation

How can you ensure your podcast content initiates action? Select all that apply.

Consider mid-roll CTAs, Shorten your URL to keep CTAs concise, Include your CTA link in the show notes

How do you set an effective content distribution goal? Select all that apply.

Craft a SMART goal, Identify a purpose

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

False

What question can help define your consideration stage?

How do buyers perceive the pros and cons of each solution?

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.

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

Implement tracking.

You are a marketer for a retirement community. Grouping users that explore several landing pages about different types of homes in your community as "people seeking to retire" is an example of what?

Implicit segmentation

How can you ensure your content drives action?

Include a CTA

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

Include a CTA to your website if the content is hosted on YouTube, Design your CTA to stand out, Experiment with different types of CTAs, like visual and verbal.

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

Their onboarding experience

What is the drawback to using the last touch attribution model?

This model ignores potentially influential interactions that occurred on the path to purchase.

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

Why should you create a negative persona?

To prioritize your marketing and sales efforts to the right people

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

True

True or False? Buyer personas can help you identify your target audience's preferred content distribution channels.

True

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

engage

True or false: Statistical significance is an optional part of A/B testing.

false

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

isn't a good fit for your business.

Which of the following is NOT a way to strategically utilize marketing automation and AI in your customer-facing processes regarding cadence and content?

journey mapping

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

small, proven ideas; huge, well-resourced hits.

customer segmentation is

the process of tagging and grouping customers based on shared characteristics. This process also makes it easy to tailor and personalize your marketing, service, and sales efforts to the needs of specific groups.

Which distribution channels allow you the most control over your content? Select all that apply.

website and email

You're on a social media team for an 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

Curating Pinterest boards around the aspirations of your target customer— such as popular hiking and travel destinations & 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.

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.

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

Dog-owner Dia struggles to handle their dog while walking because it whines and barks whenever another dog approaches. Dia wants their dog to stop this behavior, but isn't sure why their dog is behaving this way. Dia conducts research by reading blog articles and watching YouTube videos.

What step should you always incorporate into your content creation workflow?

Editing

Fill in the blank. As an inbound marketer, you don't just want your touchpoints to be efficient, you want them to be __________.

Empathetic

How does the linear attribution model calculate credit?

Equal credit is assigned to all interactions that occurred before the conversion.

True or False: You should have at least 3 buyer personas

False

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

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

False

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

Online forums, social media ads, guest posts

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

Prospects actively going through the sales cycle.

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.

Publish online surveys, Run focus groups with customers,Run social media polls

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.

What's the difference between single source attribution and multi-touch attribution models?

Single source attribution models assign credit to one touch point along the buyer's while multi-touch attribution gives each contributing channel a slice of credit for the final conversion.

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

True or false? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively.

True

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

True

How can you ensure your blog content initiates action?

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

Fill in the blank. Behavioral marketing is the method by which companies target audiences based on their behavior, interests, intentions, geolocation, and other metrics using _________, cookies, search history, and other insights.

Web Analytics

What question can help define your awareness stage?

What symptoms are your buyers experiencing?

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

You achieve similar results next time.

Fill in the blank. Effective segmentation identifies where your customers are in the ___________, and assists your customers in taking the appropriate next step in their___________.

buyer's journey / individual customer journey

Addressing data privacy is a portion of which part of your internal processes?

data hygiene