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HubSpot Inbound Certification Exam Answers 2017
“Request Your Free Consultation”
“Your Custom Quote Is Waiting for You”
“Download Our Pricing Guide”
Rational
Realistic
Reach
Links back to your website from another website
Links to resources on an external website
Links pointing from one of your blog posts to another page on your website
Awareness, Consideration, Close, and Decision
Reach, Engage, Convince, Sell
Use the Buyer’s Journey
Focus on finding customers
Leverage content
Create remarkable content
Content, content marketing
Context, inbound strategies
Context, the Buyer’s Journey
Penguin
Spider
Monkey
False – this is why it’s important to include optimized alt-text behind each image
False – it’s the quality of links that counts. The more authoritative the links, the higher you’ll rank.
Looking up the difficulty and competition around your keywords
Turning short keywords into long-tail keywords
Building relationships with industry thought leaders
“Promote teamwork between employees” – long-tail keywords are more targeted, so fewer people are searching for them and there’s less competition
Amount of available time and resources
Knowledge on the topic and what topic you want to be considered as a thought leader
False
Consideration
Decision
None of the above
How your product/service can help solve your buyer persona’s problem
Your buyer persona’s problems
Gain social shares
Promote your blog posts
Generate new leads
Good – the more topics that one post can cover, the better for SEO
Cat Training Guide
Cat Training
Easy Cat Training Guide
Which channels are giving you the greatest reach for your posts
Which topics you should continue to write about
Which domain to publish your blog posts to
The white space on the page
The space on the page with text on it
The space on the page with images on it
To publish content that will increase your exposure.
To promote content that will convert leads.
To analyze the success of previous social media content.
False
Create content and reach out to industry influencers and ask them to repost the content he creates.
Set goals that are SMART (specific, measurable, attainable, relevant, and timely).
Facebook likes, Twitter followers, LinkedIn group followers, and Google+ followers
Content consumption, social sharing, lead generation, and revenue
Total amount of Visits, Leads, Customers, and Promoters
Publish a series of “Get to know your Team Building Expert” posts on Twitter
Publish a series of “Get to know you Team Building Expert” posts on LinkedIn
Publish a series of “Get to know your Team Building Expert” posts across all networks
Convert Stage
Close Stage
Delight Stage
End of the blog post
Top of the blog page
All of the above
Keywords
Landing page
Image size
False
False
When the offer will be delivered
The type of offer
A testimonial describing the benefit of the offer
False
False
Yes, as long as the download button is obvious to click on.
False
Close leads as customers
Extend your social media reach
Provide additional content to a lead
True: Your menu should direct people to related content offers.
False: Your menu should be the same as the rest of your site to be consistent.
False: Your menu should not exist on a thank you page.
False
convert the lead
gain SEO benefits
begin the sales process
False
Yes. Email has been replaced by other ways of sharing information like social media.
Yes. Email is used by less people, even though it is still an effective channel to communicate with those who DO still use it.
Yes. Email has become less effective as a marketing channel.
As an image that’s hyperlinked
In a P.S. below the email signature
As a call-to-action button between the copy
Creating a web-based version of your emails so you can post them on your website.
Adding a Call-To-Action to encourage readers to share the email with a colleague.
Adding social sharing buttons to appropriate emails.
An effective subject line
A well-segmented list
Brand awareness
Email marketing is decreasing in both use and effectiveness, causing an increase in reported spam complaint by businesses and consumers.
The content being sent was not relevant to the reader.
The frequency of the email sends was too often.
Smarketing is the process of paying the marketers within an organization based on the leads they generate that close into customers.
Smarketing is the process of having one individual do both the marketing and sales for a specific persona.
Smarketing is the process of splitting the marketing and sales teams in two. Then making two teams both half marketing and sales that compete against each other.
Prospect (visit), Lead, Marketing Qualified Lead, Opportunity, Sales Qualified Lead, Customer
Prospect (visit), Lead, Sales Qualified Lead, Marketing Qualified Lead, Opportunity, Customer
Prospect (visit), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer
The marketing team solely based off what they know about the buyer personas.
Just the sales team based on the type of lead they can most easily close into a customer.
Both marketing and sales and agreed upon as a lead worth researching more thoroughly.
False
Have monthly management meetings to discuss topics and resolve issues
Communicate information about marketing campaigns and product/service updates to both the marketing and sales teams
Share SLA data with the marketing and sales only once a quarter
False
Their role in the company
How you can solve their problem
What they sell
Ask close-ended questions
Use positioning statements
Use a static pitch about your product or services’ benefits
Know your audience
Be prepared with educational content to share
Build rapport with the lead
Lead the conversation to match your sales goal
Solve the problems, exceed people’s expectations, be fun and enthusiastic
Solve for the customer and train your team members
Find a solution, be supportive, be yourself
First explore, then acknowledge, then explore the problem more
First listen, then acknowledge
First listen, then explore, then explore even more
It usually costs more money to retain an existing customer
False
To build more trust
So you can under-promise, over-deliver
All of the above
1)
B) Personas are semi-fictional characters that represent your ideal customers.
C) Personas are characters you create based on job title that represent who you’re trying to reach.
D) Personas are profiles you create based on one or two of your best customers.
2)
B) Nonprofit, educational, and B2C organizations
C) B2B, B2G, and ecommerce organizations
D) All organization types
3)
B) Adding social media sharing buttons to the eBook landing page
C) Utilizing the proper content distribution channels
D) Ensuring the eBook has an attractive cover and overall design
4)
B) Use buyer personas
C) Leverage your content
D) Utilize PPC and pop-up ads
E) Use the Buyer’s Journey
5)
B) Awareness, conversion, decision
C) Awareness, consideration, deliberation
D) Awareness, consideration, decision
6)
B) Homepage
C) Product & Pricing Pages
D) Blog Post Pages
7)
B) Bullets
C) Image Sliders
D) Font hierarchy
8)
B) Define your buyer personas.
C) Build landing pages to convert future visitors to leads.
D) Keyword research–decide what keywords you plan to optimize your website for.
9)
B) Inbound links
C) Formatting of content
D) Design
10)
B) Align your company’s website design with their desired experience.
C) Create content that will satisfy their intention.
D) None of the above
11)
B) Page title, meta description, meta keywords, content and page headers
C) Page title, URL, meta description and meta keywords
D) Page title, URL, meta description, content and internal links
E) The Fundamentals of Blogging
12)
B) Blog comments, author name, inbound links
C) Article views, number of inbound links, call-to-action clicks
D) Call-to-action clicks, promotion channels, blog post length
13)
B) Include a call-to-action (CTA) on the blog sidebar
C) Add a CTA to the bottom of a blog post
D) All of the above
14)
B) The length of your blog post doesn’t matter as long as it’s enticing.
C) You want your full title to be seen on a search engine results page to help with the click-through rate.
D) If the title is too long it will be cut off on social media.
15)
B) Topics that you can write about
C) Search Engine Optimization (SEO)
D) Your buyer persona
16)
B) Delete the post and create a new one on the same topic.
C) Duplicate the blog post.
D) Schedule at least 10 social media messages promoting the blog post.
E) Republish the blog post by completely revamping the blog post title.
17)
B) Posts should include subheads and bold text where appropriate.
C) Posts should fill in whitespace using text and images
D) All of the above
E) Amplifying Your Content with Social Media
18)
B) Don’t share anything on social media after more than two drinks.
C) Don’t talk only about yourself or hog the spotlight– share both your content and others’ content.
D) The flashier your profile, the more likely people are to interact with you.
19)
B) Tweet back an apology and send them a free t-shirt in the mail.
C) Apologize and ask for a more detailed response via email so that you can do better job next time.
D) Send them a direct message with an apology so as to not cast your business in a negaive light on your public Twitter feed.
20)
B) Social media is only valuable for attracting strangers and delighting customers.
C) Converting visitors into leads.
D) Closing leads into customers.
E) Converting visitors into leads and closing leads into customers.
21)
B) Adding as many keywords as possible to your bio or “about us” section
C) Customizing your profiles
D) A & B
22)
B) The networks that you post on
C) They can be a source of inspiration for your content
D) All of the above
E) Creating Content with a Purpose
23)
B) Comparison whitepaper
C) Case study
D) Trial download
24)
B) In a blog post
C) On your homepage and on a blog post
D) Share it via a series of social media messages
E) It depends on your business goals
25)
B) FALSE
26)
B) Content is eBooks and other offers behind your landing pages.
C) Content is your blog and website pages.
D) Content is your social media messages and blog posts
27)
B) The Inbound Methodology and buyer personas
C) Buyer personas and those personas’ goals and challenges
D) The Buyer’s Journey and buyer demographics
E) The Inbound Methodology and the Buyer’s Journey
28)
B) Customer, prospect
C) Persona, sales
D) Solution, sales
E) Persona, product
29)
B) FALSE
30)
B) Awareness & Decision Stage
C) Consideration & Decision Stage
D) Decision & Purchase Stage
31)
B) A clear, compelling and concise headline; website navigation; social media “follow me” icons; a relevant image.
C) A clear, compelling and concise headline; website navigation; social media “share” icons; a relevant image.
D) Benefits of the marketing offer in bullets; social media “follow me” icons; a relevant image; website navigation.
32)
B) FALSE
B) 1) Have clearly defined and given a name to their problem or opportunity, 2) Have defined their solution strategy, method or approach, 3) Have had their problem solved by their solution strategy.
C) 1) Have realized and expressed symptoms of a potential problem or opportunity, 2) Have clearly defined and selected a solution type to solve the problem or opportunity, 3) Have defined their solution
D) 1) Have clearly defined and given a name to their problem or opportunity, 3) Have defined their solution strategy, method or approach, 3) Purchased their ideal solution and began to evaluate it.
34)
B) To direct visitors to your thank you pages.
C) For leads to request demos, prices & quotes.
D) To convert visitors to leads.
35)
B) Consistency of images and text between calls-to-action and thank you pages but use of visually unique landing pages to promote form submissions.
C) Consistency of images and text between calls-to-action, landing pages, and thank you pages.
D) Multiple calls-to-action on one page to direct users where to click next.
36)
B) Guide website visitors to a landing page.
C) Ask anonymous visitors or existing contacts for their contact information.
D) Help sales reps call their most qualified leads.
37)
B) A call-to-action for a product demo.
C) A link to your “About Us” page.
D) Social media sharing options.
38)
B) Promotion strategy
C) Marketing optimization
D) Marketing promotion
39)
B) FALSE
40)
B) This app automatically loads your conversion history
C) Get sent notifications in real time
D) Schedule email sends in advance
41)
B) Contacts forwarding your email to their networks.
C) Emails tailored to recipients through the use of personalization tokens builds trust in your organization.
D) High CTA click-through rate on a website page linked to in an email.
42)
B) Company industry
C) Job function
D) Number of social media followers
E) All of the above
43)
B) FALSE
44)
B) Segment by geography and role.
C) Segment by page views and geography.
D) Not enough information provided
E) Segment by page views and industry.
45)
B) Using a static “sales pitch” on all calls.
C) Creating content for each stage of the Buyer’s Journey.
D) Building rapport with your prospect.
46)
B) Use a static pitch about your product or services’ benefits.
C) Ask leading questions.
D) Use positioning statements.
47)
B) FALSE
48)
B) Increase your number of LinkedIn followers.
C) Follow your own agenda.
D) Become the ultimate listening machine.
49)
B) Tips for following up with marketing leads based on recent campaigns
C) Discussions to resolve specific interpersonal disputes between Sales and Marketing
D) Updates about product features and services
50)
B) The sales team says they don’t have enough leads.
C) You send leads to sales and only get negative feedback.
D) The sales team receives leads without additional intelligence about what content they viewed on your website.
51)
B) You have very few marketing qualified leads to email.
C) You don’t have enough content for each stage of the buyer’s journey.
D) You have not defined the lead handoff process from marketing to sales.
52)
B) Publically shared data across the company
C) Easy to check your progress towards goals on a regular basis
D) Better specialization for each persona
53)
B) Their demographics and their role at their organization.
C) Their behavior on your site and their level of interest.
D) The content they’ve downloaded and their role at their organization.
54)
B) say, care
C) do, feel
D) do, look
55)
B) FALSE
56)
B) Innovation, Communication, and Education.
C) Product, Communication, and Education.
D) Trust, Education, and Communication.
57)
B) Manage & empower them
C) Educate & empower them
D) Manage & lead them
58)
B) The seven customer delight guidelines
C) The Customer Delight Checklist
D) All of the above
59)
B) Comparison
C) Decision
D) Not enough information available to choose
60)
B) Content, content marketing
C) Context, inbound marketing
D) Content, the Buyer’s Journey
61)
B) Analysis is most important in terms of closed-loop reporting.
C) Analysis is a given: it should be a part of every single thing you do with inbound.
D) Analysis is primarily important in the attract, convert, and close stages
62)
B) Look for questions potential and current customers ask on social media.
C) Use inferences about their likes and dislikes based your own business experience.
D) Talk to well-qualified prospects.
63)
B) False, we optimize for buyer personas and search engines.
C) False, we optimize our site to get more leads and customers.
D) False, we optimize our site to delight our customers.
64)
B) Navigate to a website, complete some action or learn something
C) Navigate to a website, gather information or learn something
D) Do something, learn something and navigate to their own website
65)
B) They crawl the Internet and know about each and every page – and what the page’s topic is.
C) They’re designed to deliver the best results to people.
D) They are made up of over 2000 different ranking factors that the marketing world knows and understands.
66)
B) Weekly.
C) 2-3 times per week.
D) Daily.
67)
B) Consideration stage
C) Awareness stage
D) Decision stage
68)
B) 55 characters
C) 100 characters
D) Character count doesn’t matter
69)
B) Thorough and informational
C) Depends on your persona
D) A & C
E) A & B
70)
B) Adding as many keywords as possible to your bio or “about us” section
C) Customizing your profiles
D) A & B
71)
B) Yes, and include a link to the original article, as social media should be a platform for sharing valuable content regardless of its source.
C) Yes, but don’t share more than one article from the same source. You don’t want your followers to think more highly of your industry peer.
D) No, your followers would be confused by sharing content that you didn’t create yourself.
72)
B) No, B2C companies should focus more on creating offers and blog posts instead of social media.
C) Yes, if your personas use LinkedIn to learn about products or services.
D) Yes, you should post to all of the “big 4” social networks regardless of your business type.
73)
B) A guide titled: “The Ultimate Guide to On-Page SEO Techniques”
C) An eBook titled: “The New Laws of Attraction: Techniques to Drive Website Traffic”
D) A checklist titled: “Crafting the Perfect Landing Page in 10 Minutes or Less”
E) None of the above
74)
B) Plan, produce, distribute, analyze, repeat
C) Personas, produce, distribute, assess, revise
D) Plan, publish, discuss, analyze, repeat
75)
B) On your website
C) On your blog
D) In the Inbound Methodology
76)
B) A thank you page that delivers the offer, has a CTA promoting a consideration stage offer, and has social sharing buttons.
C) A thank you page that delivers the offer, has social sharing options, and has a pop up for a sales call.
D) A thank you page that delivers the offer, has a CTA promoting an awareness stage offer, and has social sharing buttons.
77)
B) A landing page with the headline “Download our complimentary guide!”
C) A Twitter search for people talking about the guide.
D) A thank you page with the headline “Thanks for downloading our guide!”
78)
B) Let’s hold off. Purchasing lists can result in decreased deliverability rates.
C) Let’s do it! Purchasing lists increases email open rates and click popularity.
D) Let’s hold off. Purchasing lists can decrease hard bounces but increase soft bounces.
79)
B) Context, audience, and target
C) Content, actionability, and timing
D) Content, audience, and timing
80)
B) A product demo of a blogging tool.
C) An infographic about the benefits of business blogging.
D) A case study on a business who saw an increase in traffic after blogging regularly.
81)
B) Be nice, know your audience, follow your own agenda, be helpful
C) Build rapport, sound happy, be helpful, schedule follow up call
D) Sound interested, know your audience, follow your own agenda, schedule follow up call
82)
B) Tell the prospects what to do in order to get quick wins.
C) Build up their personal brand as a thought leader in their industry.
D) Have a lot of LinkedIn connections.
83)
B) Buyers have difficulty finding the right information online.
C) Sales reps were bored.
D) Buying habits have changed.
84)
B) Leads generated
C) Marketing qualified leads generated
D) Actual revenue achieved
E) Any of the above
85)
B) An SLA will help us communicate transparently how our teams are supporting the other and contributing to the bottom line.
C) An SLA will allow us to monitor on a daily basis how we’re tracking towards our goals so we can adjust as needed.
D) All of the above
86)
B) An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support continual company growth.
C) An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support the other.
D) An agreement between Sales and Marketing that defines how many Marketing Qualified Leads will be passed off to Sales each month.
B) Are they a culture fit for your organization?
C) Are they able to offer a new perspective at your organization?
D) Do they have customer service experience?
88)
B) Create content just for customers.
C) Foster open communication with customers.
D) Build trust with your customers.
89)
B) FALSE
90)
B) Bad – it’s better to focus on one topic per blog post to keep it clear and concise.
C) Good – the post will be easier to optimize for search engine optimization and ranking for several different keywords.
D) Bad – the blog post will be too long for search engines to crawl effectively.
91)
B) The 80/20 Rule: 80% of your content should be customer-focused, 20% of your content should be sales-related.
C) The Cocktail Party Rule: don’t just talk about yourself, involve others, as well.
D) The Frequency Rule: publish content at least 2 times a week.
92)
B) FALSE
93)
B) Customer delight is actually a pre-sale and post-sale activity
C) Trust can only be built after the sale
D) The customer delight pillars are only acceptable post-sale
94)
B) Understand where they are in the Buyer’s Journey
C) Make an educated guess about which persona you’re talking to and who they are as an individual
D) Understand who you’re talking to and where they are at in the Buyer’s Journey
B) Create a Marketing dashboard to email to the entire Sales team
C) Have the VP Marketing and VP Sales sit next to each other
D) Choose Marketing and Sales leaders from each division to maintain alignment across the company
96)
B) The lead’s stage in the Buyer’s Journey
C) The top performing content in past emails
D) The pain-points associated with a persona segment
97)
B) So you can thank the user
C) So you can deliver the offer
D) So you can convert your lead into a sales opportunity
98)
B) Yes, posting “fun” content like halloween photos will distract visitors from your product or service
C) No, social media is meant to be social; don’t be afraid to to show what makes your company and corporate culture enjoyable to work with
D) No, people are more likely to buy from people they like and and have a relationship with – posting “fun” content like halloween photos can help to build that relationship
E) A & B
F) C & D
99)
B) Share blog articles through social posts
C) Use blog content as fodder
D) All of the above
100)
B) FALSE
101)
B) We need a website face lift. Our site is not visually appealing and it does not focus on the right keywords
C) It helps us get to the first page of search results. No one looks past that page anyway
D) It helps us get people to our site and lays out a clear path for them to accomplish what we’d like them to do on our pages
102)
B) A persona’s main goals and challenges
C) A persona’s role at their organization or in life
D) Only A and C
E) All of the above
103)
B) A/B Test
C) Click popularity tracking
D) Click-through rate analysis
104)
B) Marketing qualified leads generated
C) Actual revenue achieved
D) Any of the above
105)
B) Research your lead thoroughly
C) Pick up the phone and call them
D) Send them an email
106)
B) A persona’s main goals and challenges
C) A persona’s role at their organization or in life
D) None of the above
E) All of the above
107)
B) Analysis is primarily important in the attract and convert stages.
C) It’s technically the last stage, but you’ll know whether your strategy is working or not based on if you’re getting more promoters.
D) Analysis is most important in terms of closed-loop reporting.
108)
B) Research, identify trends, and create persona stories
C) Identify trends, differences, and detractors
D) Research, make assumptions, and identify trends
109)
B) Consideration
C) Decision
110)
B) FALSE
111)
B) FALSE
112)
B) Not use your primary keyword at all – there’s no need, because search engines understand intent.
C) Use natural language and variations of your primary keyword phrase throughout the page content.
D) Include your primary keyword throughout the page content as many times as possible.
113)
B) Page title
C) URL
D) Navigation
E) Body
114)
B) The number of social followers of the business.
C) The number of keywords on the page.
D) The number of visits to the page.
115)
B) Links coming into your website
C) Links that you create within your inbound content
D) Links to external resources
B) False- use the same one for your business for consistency
117)
B) research
C) publish
D) target
118)
B) A blog post on the top 10 spots for off-site adventure travel
C) An ebook on how to build trust inside a team with trust building exercises
D) A case study on how the company helped another business with their off-site team building experience
119)
B) Who, how, and why
C) Audience, creator, and distributor
120)
B) Consideration
C) Decision
121)
B) FALSE
122)
B) Number of social shares
C) Open rate
D) Performance by format type
123)
B) 30 characters
C) 90 characters
D) 120 characters
124)
B) Download the Team Building Checklist
C) Request a Free Quote
D) Sign Up for a Consultation
125)
B) The best family-friendly vacation destinations
C) Why your agency provides the best experience for families
D) The latest trip that your agency organized for a family
126)
B) Whether you’ve picked the right call-to-action for your post
C) How much traffic each post is driving
D) Which topics are resonating with your readers
127)
B) No – only promote your blog posts when you first publish them
128)
B) That’s not a good idea – we’re trying to attract new visitors with our posts, people who haven’t yet heard of our company. If we write about ourselves, they won’t find us in their
129)
B) Include a link to the ebook in their Twitter profile
C) Create a Facebook group for customers and promote the ebook to the group members
D) Publish the ebook to LinkedIn
130)
B) A social media publishing schedule
C) A social media style guide
D) A social media monitoring stream
131)
B) False- Social media can only be used to attract visitors and monitor leads.
132)
B) Share relevant industry content
C) Customize your content for different social media channels
D) Create a social media style guide
133)
B) To develop social media posts that will be published
C) To generate revenue from social media
D) To create a social media style guide
134)
B) Keywords
C) Placement on the page
D) All of the above
135)
B) FALSE
136)
B) Email
C) Website page
D) Thank you page
137)
B) Social sharing icons
C) Website navigation
D) A headline
B) FALSE
139)
B) Deliver a content offer to a lead
C) Close leads into customers
D) Convert visitors into leads
140)
B) False. Your menu should be the same as the rest of your site to be consistent.
C) True. Your menu should direct people to related content offers.
D) False. Your menu should not exist on a landing page.
141)
B) FALSE
142)
B) Encourage leads to stay on your site
C) Keep leads converting on your website
D) Move leads further into the buyer’s journey
143)
B) FALSE
144)
B) A link to a specific blog post related to the topic
C) An image
D) Testimonials
145)
B) The process of building relationships with prospects with the goal of earning their business when they’re ready.
C) The process of calling qualified prospects and engaging them with a consultative sales process.
D) The process of placing the right call-to-action in the right email and sending it to the right person.
146)
B) That your email has converted leads
C) That your email is getting to your contacts’ inbox
D) That your subject line is effective
147)
B) Bigger is better. When it comes to text, images, and calls-to-action, be aware that people will be reading your email on smaller screens.
C) Use a responsive template. That way your email will conform to the device your reader is using.
D) Use clear and concise messaging. People are more likely to scan emails, regardless of what device they are using.
148)
B) lead nurturing
C) content
D) context
149)
B) Bounce rate
C) Click rate
D) Open rate
150)
B) Soft bounce
151)
B) It will help your marketing team better nurture Opportunities prior to sending them over to the sales team to be more thoroughly researched
C) It has no relevance to smarketing and is simply used for executive teams to track sales activity
D) There is no difference between an SQL and an MQL, thus this stage has no relevance to smarketing
152)
B) Anyone in the sales and marketing funnel who has requested a demo or trial
C) A lead that has expressed interest in purchasing your product/service
D) Anyone that has downloaded a content offer
153)
B) Revenue
C) Visit
D) Return on investment (ROI)
154)
B) occasional, private, transparent
C) frequent, private, transparent
D) occasional, public, transparent
155)
B) It’s not important to include anything specific in a marketing SLA, just having one is what matters.
C) The promise to engage with each lead at least three times before identifying them as a Marketing Qualified Leads.
D) Number of Marketing Qualified Leads provided to the sales team on a weekly, monthly, quarterly or yearly basis.
156)
B) Send them an email
C) Research your lead
D) Do nothing until the lead fills out another form
157)
B) Sales reps need to push and sell harder to convince buyers to make the right decision.
C) Sales reps must evolve their selling to keep up with customers’ buying habits.
D) Sales reps should keep this in mind, but this doesn’t change the way the world should sell.
158)
B) Collect survey responses
C) Talk to team members
D) Listen to social media
159)
B) At the beginning of the sales process
C) From the very first moment someone interacts with your business
D) After they have used your product or service
160)
B) Only post-sale interactions
C) All of the interactions
D) None of the interactions
161)
B) Have daily status check-in meetings to make sure they are working on the right things.
C) Give them a goal and let them figure it out.
D) Develop a set of defined principles that will help them operate autonomously.
162)
B) Only those that hold public relations roles
C) Only the executive leadership team
D) Everyone at your organization
163)
B) False
164)
B) Alignment around goals puts an emphasis on collaboration and holds marketing and sales accountable to each other.
C) Alignment around goals reduces the number of employees necessary to hit revenue goals.
D) lignment around goals makes it less expensive to run an organization.
165)
B) False: The average email list decays about 25% a year.
C) True: An effective email marketing strategy is self-sustaining and will always help to generate new business
D) False: You cannot use email marketing to close leads into customers.
166)
B) A link to your organization’s website
C) Your organization’s logo
D) Your company description
167)
B) Terms that you would use to describe your industry
C) Terms that are used in trending hashtags
D) Terms that your competitors use to describe your business
168)
B) How much traffic each post is driving
C) Which blog posts are performing best
D) Which topics are resonating with your readers
169)
B) More unique pages are associated with your website
C) Your posts will generate more conversion assists
D) Your posts will get shared in social media
170)
B) The number of website pages that are indexed by search engines.
C) The process of improving your website so that it attracts more visitors from search engines.
D) The elements of your email that allow it to get processed by search engines.
171)
B) “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
C) “Great! That keyword is broad enough to match the searches of all of our buyer personas.”
D) “Great! That keyword is broad, so it probably gets a high volume of searches, meaning lots of new visitors for us.”
172)
B) It’s the process our buyer goes through when learning about your brand.
C) It’s the active research process someone goes through leading up to a purchase.
D) It’s the inbound methodology, but from the buyer’s perspective.
173)
B) False
174)
B) Being able to identify which Marketing Qualified Leads are more likely to ask for a discount when signing a contract
C) Being able to pass information to sales that can help aid them in connecting and engaging with contacts within the first 24 hours
D) Being able to analyze which marketing sources (organic, social, referral, etc.) are producing the most customers
175)
B) test only one thing at a time so you can isolate the significant variable
C) never conduct an A/B test on more than 50 people, since your hypothesis might be wrong
D) test more than one thing to take advantage of the experiment
176)
B) No. The title of the offer is not in the message
C) Yes. The message is concise
D) No. It’s not clear when the lead will hear back.
177)
B) Less than 7 words
C) An action verb
D) All of the above
178)
B) Create a lead generation report that measures the conversion rate of the ebook
C) Create a revenue report that measures the amount of revenue generated by the ebook
D) Create a content consumption report that measures how many people viewed the ebook
179)
B) Number of clicks on the offer within the post
C) Number of keywords per blog post
D) Popular articles by topic, promotion or promotion channel
180)
B) It shows that you’ve done your research
C) It helps you build connections with outside sites
D) It sends people to your competitors for comparison
181)
B) False
182)
B) High search volume and high competition
C) High search volume and low competition
D) Low search volume and high competition
B) “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
C) “I’d recommend choosing a long-tail version. Long-tail keywords usually have more search volume than broad keywords.”
D) “Great. That keyword is broad enough to match the searches of all our buyer personas.”
184)
B) Whitespace
C) Headers
D) Calls-to-action
E) Bolding
185)
B) Monitor Twitter conversations
C) Increase the volume of your tweets
D) Schedule our tweets consistently
186)
B) Change one element at a time
C) Test multiple things at once to maximize the value of your experiment
D) Give it a totally new look
187)
B) Enabling social sharing
C) Promoting additional offers to the lead
D) Delivering the offer to the lead
188)
B) depend on the offer, industry, audience and device
C) not contain personalization
D) never reveal the full value of the email
189)
B) True: Marketing and sales must use the same words, but it’s OK for the definitions to be different
C) False: As long as both teams understand what the other team is using as a definition, they can stay separate
D) True: It’s important for marketing and sales to have their own definition for the same words
190)
B) Build rapport, sound happy, be helpful, schedule follow up call
C) Be nice, know your audience, follow your planned agenda, be helpful
D) Sound interested, know your audience, follow your planned agenda, schedule follow-up call
191)
B) It’s important because a customer’s experience is only formed by the first interaction
C) It’s important because a customer’s experience and their long-term success is formed by every interaction
D) It’s not important because only the customer support team should be delighting people
192)
B) Social media
C) Phone call
D) Thank you note
193)
B) Invent, Communicate, Educate
C) Innovating, Connecting, Teaching
D) Innovation, Communication, Education
194)
B) Be in their industry for ten or more years
C) Have a lot of LinkedIn connections
D) Build up their personal brand as a thought leader in their industry
195)
B) Page title
C) URL
D) Navigation
E) Body
B) Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven’t used your product/service.
C) No, you shouldn’t be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don’t know your organization.
D) No, you shouldn’t be reaching out to bad customers. they will skew the buyer persona story since they aren’t your ideal customer
197)
B) FALSE
198)
B) Attract
C) Convert
D) Delight
199)
B) Create persona story, test and optimize, and make assumptions
C) Make assumptions, identify trends, and ask company employees for input
D) A buyer persona shouldn’t be developed at this time
200)
B) Understand the prospects problem and identify quick wins for them
C) Build up your personal brand as a though leader in your industry
D) Be in the prospect’s industry for ten or more years
201)
B) Email workflows
C) Social media
D) Phone call
202)
B) After they have used your product or service
C) At the beginning of the sales process
203)
B) sales
C) company
D) customer
[youtube https://www.youtube.com/watch?v=Kj9EN4F2Kns?feature=oembed]
204)
B) FALSE
205)
B) Allows that image to get found in image searches
C) Allows another place to be optimized with the primary keyword focus
D) All of the above
206)
B) Consideration
C) Decision
D) All of the above
207)
B) A webinar that covers this year’s eyeglass trends and the new styles your company will be releasing
C) A checklist on how to determine if it’s time to get a new pair of eyeglasses
D) A guide on how to find the right eye doctor
208)
B) your buyer personas
C) content distribution
D) the buyer’s journey
209)
B) It matters because search engines show a limited amount of characters, and a cutoff title could affect click-through rates.
C) It matters if the blog post will be shared on Twitter since this social media channel only allows 140 characters
D) It matters because you should only be including one primary keyword within your title
210)
B) “That’s not a good idea. We’re trying to attract new visitors with our posts, people who haven’t yet heard of our company. If we write about ourselves, they won’t find us organically.”
C) “That’s a good idea. Blogging not only helps attract new visitors but convert leads as well. We can generate more qualified leads by including event calls-to-action at the end of the posts.”
211)
B) FALSE
212)
B) Video
C) Website link
D) None of the above
213)
B) Increase leads from Twitter by the end of the month
C) Increase leads from Twitter from 50 to 100 leads by the end of the month
D) Increase leads from social media by 50% by the end of the month
214)
B) Engagement
C) Impressions
D) Audience growth
215)
B) “Thanks for the suggestion, but a Pinterest account isn’t something that we’ll be creating. We already have three other social media accounts and it’s best to keep it to no more than three.”
C) “I like the idea but before we create an account, we should do some research. We need to determine if this is a social media channel that our buyer personas are spending time at.”
D) Great idea. I’ll build out an account. We can use it to promote the new infographics that we’ll be creating.”
216)
B) FALSE
217)
B) “We’re on the right track, but we should try to get found for ‘collaboration software for projects’ instead. We need to match our keyword to exactly what people are searching for.”
C) “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
D) “Let’s create a blog post with this keyword. It’s a term our buyer persona would use and is a long-tail version of collaboration software.”
218)
B) Yes. Twitter is a better social media channel for sharing blog posts. Facebook is better for more visual content.
C) No. You should first try publishing on a more frequent and consistent basis, rather than 2-3 times per month. Regularly sharing content and updates can help with engagement and gives you an active presence.
D) No. Engagement is not a metric that you should be using to determine the ROI of a social media channel. You should be using audience growth instead.
219)
B) Using a scripted sales pitch on all calls
C) Utilizing content from each stage of the buyer’s journey
D) Building relationships with your prospects
220)
B) Sales reps need to push and sell harder to convince buyers to make the right decision.
C) Sales reps must evolve their selling to keep up with customers’ buying habits.
D) Sales reps should keep this in mind, but this doesn’t change the way the world should sell.
221)
B) FALSE
222)
B) Consideration
C) Decision
D) None of the above
223)
B) False
224)
B) False
225)
B) Social media
C) Phone call
D) Mail them a thank you note
226)
B) Rational
C) Relevant
D) Reach
227)
B) Time
C) Keywords
D) All of the above
[youtube https://www.youtube.com/watch?v=videoseries?list=PLs5Phz-k2g8iuRTEoDd2lM_s_wKpCNnMB]
Which of the following would be the most appropriate call-to-action to place at the bottom of an Awareness stage blog post?
“Download a Team Communication Guide”“Request Your Free Consultation”
“Your Custom Quote Is Waiting for You”
“Download Our Pricing Guide”
According to HubSpot the R in SMART goal setting stands for ______.
RelevantRational
Realistic
Reach
What are inbound links?
Links that you create within your inbound contentLinks back to your website from another website
Links to resources on an external website
Links pointing from one of your blog posts to another page on your website
What are the four stages of the Inbound Methodology?
Attract, Convert, Close, and DelightAwareness, Consideration, Close, and Decision
Reach, Engage, Convince, Sell
All of the following are best practices of inbound, EXCEPT:
Use buyer personasUse the Buyer’s Journey
Focus on finding customers
Leverage content
Create remarkable content
Fill in the blank: _________ is your marketing toolkit, like blogs, videos, and ebooks; _________ is who you’re creating it for.
Content, contextContent, content marketing
Context, inbound strategies
Context, the Buyer’s Journey
What is the nickname of a bot that search engines use to crawl the web?
PandaPenguin
Spider
Monkey
True or false? Search engines can read both text and images.
True – this is why it’s important to include an image on every pageFalse – this is why it’s important to include optimized alt-text behind each image
True or false? Search engines count all links as equally important when crawling and ranking your page.
True – it’s the quantity of links that counts. The more links, the higher you’ll rank.False – it’s the quality of links that counts. The more authoritative the links, the higher you’ll rank.
What should you begin your keyword research with?
Understanding what your buyer personas are searching forLooking up the difficulty and competition around your keywords
Turning short keywords into long-tail keywords
Building relationships with industry thought leaders
Which is easier to rank for – the short keyword “teamwork” or the long-tail keyword “promote teamwork between employees”?
“Teamwork” – short keywords are more broad, so more people are searching for them and there’s less competition“Promote teamwork between employees” – long-tail keywords are more targeted, so fewer people are searching for them and there’s less competition
What are the two things you should consider when determining a topic for a piece of content?
Buyer personas and where they are in the buyer’s journeyAmount of available time and resources
Knowledge on the topic and what topic you want to be considered as a thought leader
True or false? Focus on the design of a piece of content first, worry about the informational part second.
TrueFalse
Fill in the blank: It’s not until the ________ stage of the buyer’s journey when your product should be mentioned.
AwarenessConsideration
Decision
None of the above
You perform an audit of all of your website content (content offers, website pages, and blog posts) and realize you don’t have much content that would fit into the consideration stage of the Buyer’s Journey. You decide to create a new consideration stage content offer. What should the topic be focused on?
The solution to your buyer persona’s problemsHow your product/service can help solve your buyer persona’s problem
Your buyer persona’s problems
Fill in the blank: Promoting your content offers on your blog can help you ____________.
Increase traffic to your blogGain social shares
Promote your blog posts
Generate new leads
You read through a blog post from a coworker that’s about two different topics. Is this good or bad?
Bad – pick just one topic per post to make it clear for readers and search enginesGood – the more topics that one post can cover, the better for SEO
What is the long-tail keyword in the title “An Easy Guide to Training Your Cat”?
Guide to TrainingCat Training Guide
Cat Training
Easy Cat Training Guide
What can analyzing the most popular posts by promotional channel tell you?
Which authors are promoting the content on their personal social media accountsWhich channels are giving you the greatest reach for your posts
Which topics you should continue to write about
Which domain to publish your blog posts to
What is whitespace?
The empty space on the pageThe white space on the page
The space on the page with text on it
The space on the page with images on it
How is social media used in the attract phase of the Inbound Methodology?
Social media is not used in the attract phase.To publish content that will increase your exposure.
To promote content that will convert leads.
To analyze the success of previous social media content.
Social monitoring is a great way that marketers can gather information about their buyer personas.
TrueFalse
Paul just started a new job as Director of Marketing at Fifth Season, the adventure travel company. After conducting a marketing audit, Paul finds that Fifth Season does not have an actionable social media strategy. What is the FIRST thing Paul should do to begin to developing a strategy?
Create content that is interesting and relevant to Fifth Season’s buyer personas and distribute it across every social media platform.Create content and reach out to industry influencers and ask them to repost the content he creates.
Set goals that are SMART (specific, measurable, attainable, relevant, and timely).
When calculating social media ROI, what four types of metrics should you pay attention to depending on your goals?
Click-through rate, average timing, engagement rate, and website visitsFacebook likes, Twitter followers, LinkedIn group followers, and Google+ followers
Content consumption, social sharing, lead generation, and revenue
Total amount of Visits, Leads, Customers, and Promoters
In a recent survey, Fifth Season’s primary buyer persona reported that she would buy more off-site team building packages if she knew more about the people responsible for delivering the team building exercises. What should Fifth Season do?
Publish a series of “Get to know your Team Building Expert” posts on FacebookPublish a series of “Get to know your Team Building Expert” posts on Twitter
Publish a series of “Get to know you Team Building Expert” posts on LinkedIn
Publish a series of “Get to know your Team Building Expert” posts across all networks
According to the Inbound Methodology, in which stage do visitors become leads?
Attract StageConvert Stage
Close Stage
Delight Stage
If you wanted to promote a travel consultation offer on a blog post, where should the CTA be placed?
End of the first paragraphEnd of the blog post
Top of the blog page
All of the above
Fill in the blank: Using the same ______ for the entire conversion process helps your visitors understand what they are going to get.
CTAKeywords
Landing page
Image size
The primary purpose of a call-to-action is to convert leads into customers.
TrueFalse
The conversion process begins with a Landing Page.
TrueFalse
A landing page headline should always contain which of the following:
The word “download”When the offer will be delivered
The type of offer
A testimonial describing the benefit of the offer
A landing page uses a form to gather information about your visitors.
TrueFalse
An optimized landing page should contain a link to get another offer.
TrueFalse
You’ve been asked to create a landing page for a ten-page ebook of the ‘Best Beach Family Vacation Spots in Europe.’ Would you place a button to download the ebook directly from the landing page?
No, because the landing page needs a form.Yes, as long as the download button is obvious to click on.
The form on the landing page should mirror the value of the offer.
TrueFalse
Thank you pages are useful for each of these reasons EXCEPT:
Move leads further into the buyer’s journeyClose leads as customers
Extend your social media reach
Provide additional content to a lead
True or false: A thank you page should have a navigation menu that is different from the rest of your website.
True: Your menu should be shorter to direct people to particular areas of your site.True: Your menu should direct people to related content offers.
False: Your menu should be the same as the rest of your site to be consistent.
False: Your menu should not exist on a thank you page.
If you are sending a follow-up email, you do not need to build a thank you page.
TrueFalse
Fill in the blank: A thank you page is a way to say thank you, deliver the offer and ________.
provide more informationconvert the lead
gain SEO benefits
begin the sales process
“Thanks! We will give you a call shortly to schedule a demo” is an effective message to place on your thank you page.
TrueFalse
In 2004, PC magazine wrote an article called, “The Death of Email.” It asks, “Has email peaked and become more useless?” Is this true?
No. Email is being adopted and used as a communication channel by more people every year.Yes. Email has been replaced by other ways of sharing information like social media.
Yes. Email is used by less people, even though it is still an effective channel to communicate with those who DO still use it.
Yes. Email has become less effective as a marketing channel.
Your boss asks you to write an email to drive registration to an important webinar your company is hosting. All of these would be effective places to add the PRIMARY call-to-action, EXCEPT:
In the copy of the emailAs an image that’s hyperlinked
In a P.S. below the email signature
As a call-to-action button between the copy
Next quarter, your marketing team plans to make an effort to increase the reach of your email sends. Which of the following ideas should you remove from your list of potential ways to increase your reach?
Send an additional email after each initial email send encouraging users to share the first email if they found it helpful or relevant.Creating a web-based version of your emails so you can post them on your website.
Adding a Call-To-Action to encourage readers to share the email with a colleague.
Adding social sharing buttons to appropriate emails.
A high click rate for your email send is a good indicator of all of the following, EXCEPT:
Reader engagementAn effective subject line
A well-segmented list
Brand awareness
While doing a report of this year’s email trends, you notice that, compared to last year, more of your emails are marked as spam. All of these are potential explanations, EXCEPT:
Your company did not express permission to email these contacts.Email marketing is decreasing in both use and effectiveness, causing an increase in reported spam complaint by businesses and consumers.
The content being sent was not relevant to the reader.
The frequency of the email sends was too often.
What is smarketing?
Smarketing is the process of aligning the marketing and sales teams around common goals within a business or organization, with the goal of improving revenue.Smarketing is the process of paying the marketers within an organization based on the leads they generate that close into customers.
Smarketing is the process of having one individual do both the marketing and sales for a specific persona.
Smarketing is the process of splitting the marketing and sales teams in two. Then making two teams both half marketing and sales that compete against each other.
The marketing and sales funnel consists of 6 lifecycle stages. What is the correct order starting at the top of the funnel and ending at the bottom?
Lead, Marketing Qualified Lead, Sales Qualified Lead, Prospect (visit), customerProspect (visit), Lead, Marketing Qualified Lead, Opportunity, Sales Qualified Lead, Customer
Prospect (visit), Lead, Sales Qualified Lead, Marketing Qualified Lead, Opportunity, Customer
Prospect (visit), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer
Marketing Qualified Leads (MQLs) are contacts who have identified themselves as a good fit, highly engaged, or both. MQLs are defined by:
The software system(s) you use to manage your marketing and sales funnel.The marketing team solely based off what they know about the buyer personas.
Just the sales team based on the type of lead they can most easily close into a customer.
Both marketing and sales and agreed upon as a lead worth researching more thoroughly.
Sales’ Service Level Agreement (SLA) to marketing is dictated by the number of sales reps and their quotas. Based on the number of Marketing Qualified Leads (MQLs) marketing provides sales, sales can in turn identify how many follow-up attempts can be made for each MQL that is accepted as a Sales Qualified Lead(SQL).
TrueFalse
Which of the following is NOT a step in keeping open communication?
Have weekly smarketing meetings with all of marketing and salesHave monthly management meetings to discuss topics and resolve issues
Communicate information about marketing campaigns and product/service updates to both the marketing and sales teams
Share SLA data with the marketing and sales only once a quarter
Buyer personas aren’t important once you get to the Close stage in the Inbound Methodology.
TrueFalse
All of the following are things you can uncover as you thoroughly research your leads, EXCEPT:
Company sizeTheir role in the company
How you can solve their problem
What they sell
Your sales manager wants you to focus on explaining the value of your product or service to your prospect on your phone calls. Which of the following is the MOST effective way to accomplish this?
Ask leading questionsAsk close-ended questions
Use positioning statements
Use a static pitch about your product or services’ benefits
Which is NOT a guideline to follow when picking up the phone to connect with a lead?
Speak the prospects languageKnow your audience
Be prepared with educational content to share
Build rapport with the lead
Lead the conversation to match your sales goal
What are the components to the Customer Delight checklist?
Solve the problems, provide a recommendation, be yourselfSolve the problems, exceed people’s expectations, be fun and enthusiastic
Solve for the customer and train your team members
Find a solution, be supportive, be yourself
Your customer is experiencing a problem with your product. What steps should you take when trying to solve a person’s problem as fast as possible?
First listen, then acknowledge, then explore the problemFirst explore, then acknowledge, then explore the problem more
First listen, then acknowledge
First listen, then explore, then explore even more
Which statement is true?
It usually costs more money to acquire a new customerIt usually costs more money to retain an existing customer
It doesn’t matter if you’re in product, marketing, sales, or customer support. It’s everyone’s job to build trust with people. You need to make sure you properly train your team so they understand why trust is key.
TrueFalse
Why should you be measuring and tracking as many of your customer’s interactions as you can?
To help you better serve them with the right products, communication and educationTo build more trust
So you can under-promise, over-deliver
All of the above
1)
Which of the following is the BEST definition of a buyer persona?
A) Personas are your target markets and represent your ideal customers.B) Personas are semi-fictional characters that represent your ideal customers.
C) Personas are characters you create based on job title that represent who you’re trying to reach.
D) Personas are profiles you create based on one or two of your best customers.
Buyer personas represent the ideal customers your organization is trying to attract, convert, close, and delight. Personas are most effective in:
A) B2B and B2C organizationsB) Nonprofit, educational, and B2C organizations
C) B2B, B2G, and ecommerce organizations
D) All organization types
3)
You’ve just spent the past week creating a 25-page eBook. You want to be sure all your hard work pays off and the eBook works as an effective lead generation tool. Which of the following is MOST essential to leveraging that eBook to achieve your business goals?
A) Ensuring the eBook content is evergreenB) Adding social media sharing buttons to the eBook landing page
C) Utilizing the proper content distribution channels
D) Ensuring the eBook has an attractive cover and overall design
4)
Which of the following is NOT an inbound best practice?
A) Create remarkable contentB) Use buyer personas
C) Leverage your content
D) Utilize PPC and pop-up ads
E) Use the Buyer’s Journey
5)
What are the three stages of the Buyer’s Journey?
A) Research, consideration, decisionB) Awareness, conversion, decision
C) Awareness, consideration, deliberation
D) Awareness, consideration, decision
6)
Webpage formatting best practices discussed in the “Optimizing Your Website” class apply to the following pages except:
A) Landing PagesB) Homepage
C) Product & Pricing Pages
D) Blog Post Pages
7)
Which of the following is NOT a component of good website formatting as discussed in the “Optimizing Your Website” class?
A) Visual components like picturesB) Bullets
C) Image Sliders
D) Font hierarchy
8)
You’re building a company website from the ground up. What is the first thing that you should do?
A) Decide on a general design and website architecture.B) Define your buyer personas.
C) Build landing pages to convert future visitors to leads.
D) Keyword research–decide what keywords you plan to optimize your website for.
9)
Which of the following should you not focus on to make a page easy to understand and crawl?
A) TopicsB) Inbound links
C) Formatting of content
D) Design
10)
Understanding what a searcher’s intent is can help you to:
A) Know which keywords to place on your pages.B) Align your company’s website design with their desired experience.
C) Create content that will satisfy their intention.
D) None of the above
11)
What are the most important on-page SEO elements?
A) Page title, URL, meta description, content, and page headerB) Page title, meta description, meta keywords, content and page headers
C) Page title, URL, meta description and meta keywords
D) Page title, URL, meta description, content and internal links
E) The Fundamentals of Blogging
12)
It’s the end of the year and you’re reporting on your most successful blog posts. What information do you use to determine which ones were the most successful?
A) Article views, author name, dateB) Blog comments, author name, inbound links
C) Article views, number of inbound links, call-to-action clicks
D) Call-to-action clicks, promotion channels, blog post length
13)
Which of the following could be effective strategies for generating leads with your blog?
A) Include in-text linksB) Include a call-to-action (CTA) on the blog sidebar
C) Add a CTA to the bottom of a blog post
D) All of the above
14)
Which is the MOST important reason why blog post title length matters?
A) Titles under 200 characters in length have the best click-through rate.B) The length of your blog post doesn’t matter as long as it’s enticing.
C) You want your full title to be seen on a search engine results page to help with the click-through rate.
D) If the title is too long it will be cut off on social media.
15)
When writing blog posts, what or who should you first prioritize focusing on addressing with your content?
A) Your customersB) Topics that you can write about
C) Search Engine Optimization (SEO)
D) Your buyer persona
16)
A blog post from April 2012 has been helping drive a lot of organic traffic to your website in the last few years, but recently the views have decreased. What’s the BEST way to increase traffic again?
A) Update the blog post and republish with a new date.B) Delete the post and create a new one on the same topic.
C) Duplicate the blog post.
D) Schedule at least 10 social media messages promoting the blog post.
E) Republish the blog post by completely revamping the blog post title.
17)
Which of the following is/are blog formatting best practices?
A) Posts should be 400-600 words in length.B) Posts should include subheads and bold text where appropriate.
C) Posts should fill in whitespace using text and images
D) All of the above
E) Amplifying Your Content with Social Media
18)
When it comes to social media, what is the “cocktail party” rule?
A) Don’t engage with any one user for an extended period of time; when it comes to social media, you want to “mingle.”B) Don’t share anything on social media after more than two drinks.
C) Don’t talk only about yourself or hog the spotlight– share both your content and others’ content.
D) The flashier your profile, the more likely people are to interact with you.
19)
A lead tweets out that your latest offer is “completely lame.” What do you do?
A) Completely ignore the tweet.B) Tweet back an apology and send them a free t-shirt in the mail.
C) Apologize and ask for a more detailed response via email so that you can do better job next time.
D) Send them a direct message with an apology so as to not cast your business in a negaive light on your public Twitter feed.
20)
Beyond attracting visitors to your site and allowing for real-time customer service to delight customers, social media interaction is also valuable for:
A) None of the aboveB) Social media is only valuable for attracting strangers and delighting customers.
C) Converting visitors into leads.
D) Closing leads into customers.
E) Converting visitors into leads and closing leads into customers.
21)
Which of the following is/are NOT an effective way to optimize your social media profiles:
A) Keeping all profile headline consistent across platformB) Adding as many keywords as possible to your bio or “about us” section
C) Customizing your profiles
D) A & B
22)
How do personas factor into your social media strategy?
A) The way in which you position your contentB) The networks that you post on
C) They can be a source of inspiration for your content
D) All of the above
E) Creating Content with a Purpose
23)
Your boss tells you that you need to double the number of NEW visitors to your site next month. In order to accomplish this feat, you decide to create a new piece of content. Which of the following content formats would be MOST likely to help you achieve your goal?
A) Educational eBookB) Comparison whitepaper
C) Case study
D) Trial download
24)
After watching the Inbound Certification classes, you’re inspired to create a piece of content about how inbound can be used in your industry. What’s the BEST way to deliver/distribute this piece of content?
A) Via a landing pageB) In a blog post
C) On your homepage and on a blog post
D) Share it via a series of social media messages
E) It depends on your business goals
25)
When converting visitors into leads, you should only utilize consideration stage content.
A) TRUEB) FALSE
26)
Which of the following is the BEST definition of content?
A) Content is the message your inbound strategy delivers.B) Content is eBooks and other offers behind your landing pages.
C) Content is your blog and website pages.
D) Content is your social media messages and blog posts
27)
What are the two keys to creating remarkable content?
A) Buyer personas and the Buyer’s JourneyB) The Inbound Methodology and buyer personas
C) Buyer personas and those personas’ goals and challenges
D) The Buyer’s Journey and buyer demographics
E) The Inbound Methodology and the Buyer’s Journey
28)
Fill in the blank: Remarkable content is _________, not __________-based.
A) Solution, productB) Customer, prospect
C) Persona, sales
D) Solution, sales
E) Persona, product
29)
Successful landing pages require you to: 1) identify your buyer personas, 2) identify the Buyer’s Journey stage, 3) create a relevant offer, 4) execute the conversion process and 5) execute the landing page best practices.
A) TRUEB) FALSE
30)
According to Gleanster Research, 50% of your leads are qualified but not yet ready to buy. Which two stages of the Buyer’s Journey are responsible for generating the majority of these leads?
A) Awareness & Consideration StageB) Awareness & Decision Stage
C) Consideration & Decision Stage
D) Decision & Purchase Stage
31)
A properly optimized landing page should contain which of the following components?
A) A relevant image; social media “share” icons; a clear, compelling and concise headline; benefits of the marketing offer in bullets.B) A clear, compelling and concise headline; website navigation; social media “follow me” icons; a relevant image.
C) A clear, compelling and concise headline; website navigation; social media “share” icons; a relevant image.
D) Benefits of the marketing offer in bullets; social media “follow me” icons; a relevant image; website navigation.
32)
All visitors who download a whitepaper or eBook over 10 pages in length are qualified leads.
A) TRUEB) FALSE
33)
When an individual is looking to purchase a solution to solve a problem or fulfill a need/want, what is the typical order of their buyer’s journey?
A) 1) Have realized and expressed symptoms of a potential problem or opportunity, 2) Have clearly defined and given a name to their problem or opportunity, 3) Have defined their solution strategy, methodB) 1) Have clearly defined and given a name to their problem or opportunity, 2) Have defined their solution strategy, method or approach, 3) Have had their problem solved by their solution strategy.
C) 1) Have realized and expressed symptoms of a potential problem or opportunity, 2) Have clearly defined and selected a solution type to solve the problem or opportunity, 3) Have defined their solution
D) 1) Have clearly defined and given a name to their problem or opportunity, 3) Have defined their solution strategy, method or approach, 3) Purchased their ideal solution and began to evaluate it.
34)
A landing page is specifically designed:
A) To give away checklists, whitepapers & eBooks.B) To direct visitors to your thank you pages.
C) For leads to request demos, prices & quotes.
D) To convert visitors to leads.
35)
What defines a clear conversion path?
A) Multiple calls-to-action across your website that lead to the same landing page.B) Consistency of images and text between calls-to-action and thank you pages but use of visually unique landing pages to promote form submissions.
C) Consistency of images and text between calls-to-action, landing pages, and thank you pages.
D) Multiple calls-to-action on one page to direct users where to click next.
36)
The goal of a call-to-action is to:
A) Bring users to a thank you page.B) Guide website visitors to a landing page.
C) Ask anonymous visitors or existing contacts for their contact information.
D) Help sales reps call their most qualified leads.
37)
You’ve created a thank you page that you want to use to not only deliver the offer, but also move people farther through the buyer’s journey. What can you add to your thank you page to help guide a potential customer to the decision stage of the Buyer’s Journey?
A) A call-to-action for an industry-related eBook.B) A call-to-action for a product demo.
C) A link to your “About Us” page.
D) Social media sharing options.
38)
What do a CTA, landing page, and thank you page create when working together?
A) Conversion pathB) Promotion strategy
C) Marketing optimization
D) Marketing promotion
39)
Calls-to-action are primarily used for offers targeted to prospects who are in the awareness stage of the Buyer’s Journey.
A) TRUEB) FALSE
40)
Which of the following copy focuses on benefits, not features?
A) Grow your professional network.B) This app automatically loads your conversion history
C) Get sent notifications in real time
D) Schedule email sends in advance
41)
Which of the following is the BEST example of how email can be used to generate new leads?
A) Contacts replying to your email with new information about themselves.B) Contacts forwarding your email to their networks.
C) Emails tailored to recipients through the use of personalization tokens builds trust in your organization.
D) High CTA click-through rate on a website page linked to in an email.
42)
Which of the following is a way you could segment your contacts database?
A) State or provinceB) Company industry
C) Job function
D) Number of social media followers
E) All of the above
43)
Buyers have so much information available to them that they typically have already made 30% of their purchase decision before even talking to a sales rep.
A) TRUEB) FALSE
44)
Your company makes high-end LED light fixtures. You have two target audiences: architects who design commercial buildings and contractors who work on building renovations. You need to send a different email to each audience. Which of the following would be the most effective way to segment your list?
A) Segment by role and industry.B) Segment by geography and role.
C) Segment by page views and geography.
D) Not enough information provided
E) Segment by page views and industry.
45)
Your company has decided to use an inbound approach to sales. Which of the following does NOT align with your company’s new inbound sales practices?
A) Leveraging the buyer’s context on calls.B) Using a static “sales pitch” on all calls.
C) Creating content for each stage of the Buyer’s Journey.
D) Building rapport with your prospect.
46)
Your sales manager wants you to focus on explaining the value of your product or service in a way that helps your prospect identify with the pain you solve for. Which of the following is the MOST effective way to accomplish this?
A) Ask close ended questions.B) Use a static pitch about your product or services’ benefits.
C) Ask leading questions.
D) Use positioning statements.
47)
When dealing with prospects over the phone, each prospect should always walk away having learned something from you – no matter the outcome of the call.
A) TRUEB) FALSE
48)
Traditionally, salespeople have interrupted prospects, pitched their product, and closed hard. As an inbound sales rep, how do you best put yourself in the position to be a sales educator?
A) Ask your prospect as many questions as you can think of.B) Increase your number of LinkedIn followers.
C) Follow your own agenda.
D) Become the ultimate listening machine.
49)
Which of the following is NOT a good topic to cover in a weekly smarketing meeting?
A) Updates on progress towards each team’s SLA / goalsB) Tips for following up with marketing leads based on recent campaigns
C) Discussions to resolve specific interpersonal disputes between Sales and Marketing
D) Updates about product features and services
50)
Which of the following is a sign that you do NOT have closed-loop reporting set up?
A) The marketing team does not have a metrics-based goal.B) The sales team says they don’t have enough leads.
C) You send leads to sales and only get negative feedback.
D) The sales team receives leads without additional intelligence about what content they viewed on your website.
51)
You find that some of your leads are not getting any follow up, while others are getting too many emails from both their sales rep AND your marketing team. Which of the following is most likely to be the cause?
A) Sales reps do not have the tools to prioritize their leads.B) You have very few marketing qualified leads to email.
C) You don’t have enough content for each stage of the buyer’s journey.
D) You have not defined the lead handoff process from marketing to sales.
52)
Which of the following is not a direct benefit of using sales and marketing dashboards?
A) Transparency into how each team is performingB) Publically shared data across the company
C) Easy to check your progress towards goals on a regular basis
D) Better specialization for each persona
53)
You’ve set out to determine how a “sales-ready lead” is defined within your organization. Which factors are most important to identify in order to determine if a lead is “sales-ready” or not?
A) Their level of fit and level of interest.B) Their demographics and their role at their organization.
C) Their behavior on your site and their level of interest.
D) The content they’ve downloaded and their role at their organization.
54)
It’s not what you ____, but how you make them ____ that creates a lasting relationship.
A) say, feelB) say, care
C) do, feel
D) do, look
55)
Your executive, finance and sales teams should be solving for and serving the customer.
A) TRUEB) FALSE
56)
What are the pillars of customer delight?
A) Delight Employees, Educate Employees, and Empower Employees.B) Innovation, Communication, and Education.
C) Product, Communication, and Education.
D) Trust, Education, and Communication.
57)
You just interviewed a potential new hire. You examined their culture fit, experience, skill sets, and beliefs. You decided to hire them! What are the next two steps you must take in order to set them up to delight your customers?
A) Train & manage themB) Manage & empower them
C) Educate & empower them
D) Manage & lead them
58)
A customer called in with a product issue: they were upset because your product wasn’t working as designed. One of your employees worked with the customer to solve their problem, then provide some additional recommendations to help the customer get even more value out of your product. The customer hung up the phone happy and very satisfied. What did the employee most likely use to delight th
A) The pillars of customer delightB) The seven customer delight guidelines
C) The Customer Delight Checklist
D) All of the above
59)
Your computer is on its last legs and you’re hoping to purchase a new one that suits your needs before your existing desktop model finally bites the dust. Since it’s been a while since you’ve purchased a computer, you’re not quite sure what your options are. Which stage of the buyer’s journey are you most likely in?
A) AwarenessB) Comparison
C) Decision
D) Not enough information available to choose
60)
Choose the BEST answer to fill in the blank: _________ is/are your marketing assets like your blog, email campaigns, and social media messages; _________ is how you know what those things should be about.
A) Content, contextB) Content, content marketing
C) Context, inbound marketing
D) Content, the Buyer’s Journey
61)
Why is “analyze” not depicted in the Inbound Methodology diagram?
A) You’ll know whether your strategy is working or not based on if you’re getting more promoters.B) Analysis is most important in terms of closed-loop reporting.
C) Analysis is a given: it should be a part of every single thing you do with inbound.
D) Analysis is primarily important in the attract, convert, and close stages
62)
Which of the following is NOT a primary way to research buyer personas?
A) Conduct in-person interviews with current customers.B) Look for questions potential and current customers ask on social media.
C) Use inferences about their likes and dislikes based your own business experience.
D) Talk to well-qualified prospects.
63)
We optimize our website for search engines.
A) True.B) False, we optimize for buyer personas and search engines.
C) False, we optimize our site to get more leads and customers.
D) False, we optimize our site to delight our customers.
64)
Google believes that when people complete a search using a search engine, they’re looking to do the three following things at their highest level:
A) Navigate to a website, download something, learn somethingB) Navigate to a website, complete some action or learn something
C) Navigate to a website, gather information or learn something
D) Do something, learn something and navigate to their own website
65)
Your boss asks you to explain what the purpose of Google’s ranking and indexing algorithms are. How do you best explain this?
A) They’re designed to deliver results in the least amount of time possibleB) They crawl the Internet and know about each and every page – and what the page’s topic is.
C) They’re designed to deliver the best results to people.
D) They are made up of over 2000 different ranking factors that the marketing world knows and understands.
66)
You let your team know that you need to start blogging on a consistent and frequent basis to start seeing the results that you’re looking for. They ask you what that means in a more numeric sense. How would you respond?
A) As often as we want to get found online.B) Weekly.
C) 2-3 times per week.
D) Daily.
67)
Where do MOST blog posts fit into the Buyer’s Journey?
A) Attraction stageB) Consideration stage
C) Awareness stage
D) Decision stage
68)
In order to have the greatest chance of being fully visible on a Google search results page, how many characters should your blog post title be?
A) 70 charactersB) 55 characters
C) 100 characters
D) Character count doesn’t matter
69)
What is/are the best type(s) content to post to Twitter?
A) Visual and conciseB) Thorough and informational
C) Depends on your persona
D) A & C
E) A & B
70)
Which of the following is/are NOT an effective way to optimize your social media profiles:
A) Keeping all profile headline consistent across platformB) Adding as many keywords as possible to your bio or “about us” section
C) Customizing your profiles
D) A & B
71)
One of your industry peers’ blogs has an article that you think would strongly resonate with your own company’s buyer personas. You want to share it via social media. Do you share the article?
A) No, then people would find your competitor’s content instead of your own.B) Yes, and include a link to the original article, as social media should be a platform for sharing valuable content regardless of its source.
C) Yes, but don’t share more than one article from the same source. You don’t want your followers to think more highly of your industry peer.
D) No, your followers would be confused by sharing content that you didn’t create yourself.
72)
Imagine you work at a B2C company. You’re trying to get a jump start on your company’s social media marketing: should you start a LinkedIn Page?
A) No, consumers do not use LinkedIn.B) No, B2C companies should focus more on creating offers and blog posts instead of social media.
C) Yes, if your personas use LinkedIn to learn about products or services.
D) Yes, you should post to all of the “big 4” social networks regardless of your business type.
73)
You work for a marketing services agency named Inbound Corporation that helps people do better inbound marketing. One of your buyer persona’s primary interests is getting more traffic to their site. Which would most likely be an effective awareness stage offer getting your persona’s attention?
A) A blog post titled: “5 Ways Inbound Corporation Helps Clients Achieve Business Goals”B) A guide titled: “The Ultimate Guide to On-Page SEO Techniques”
C) An eBook titled: “The New Laws of Attraction: Techniques to Drive Website Traffic”
D) A checklist titled: “Crafting the Perfect Landing Page in 10 Minutes or Less”
E) None of the above
74)
What is the content process comprised of?
A) Produce, publish, distribute, assess, reviseB) Plan, produce, distribute, analyze, repeat
C) Personas, produce, distribute, assess, revise
D) Plan, publish, discuss, analyze, repeat
75)
A landing page and its associated offer must be in harmony with what your buyer persona(s) are looking for based on where they are:
A) In the Buyer’s JourneyB) On your website
C) On your blog
D) In the Inbound Methodology
76)
Which of the following descriptions would make the BEST thank you page for an awareness stage offer?
A) A thank you page that has a CTA promoting a decision stage offer, a video on the company vision, and social sharing buttons.B) A thank you page that delivers the offer, has a CTA promoting a consideration stage offer, and has social sharing buttons.
C) A thank you page that delivers the offer, has social sharing options, and has a pop up for a sales call.
D) A thank you page that delivers the offer, has a CTA promoting an awareness stage offer, and has social sharing buttons.
77)
When a visitor comes to your website and clicks on a call-to-action for a “complimentary guide,” what page should they be taken to next?
A) A landing page with the headline “Download our free guide!”B) A landing page with the headline “Download our complimentary guide!”
C) A Twitter search for people talking about the guide.
D) A thank you page with the headline “Thanks for downloading our guide!”
78)
Your boss is interested in getting results fast and asks you to purchase a list of email addresses to send your marketing messages. What should you tell your boss?
A) Let’s do it! Purchasing lists increases email click-through rates.B) Let’s hold off. Purchasing lists can result in decreased deliverability rates.
C) Let’s do it! Purchasing lists increases email open rates and click popularity.
D) Let’s hold off. Purchasing lists can decrease hard bounces but increase soft bounces.
79)
What are the three elements you must get right in order to be successful with your email marketing?
A) Context, actionability, and targetB) Context, audience, and target
C) Content, actionability, and timing
D) Content, audience, and timing
80)
Which of the following types of content would not be appropriate to email to someone in the decision stage of the Buyer’s Journey?
A) A report on the ROI of regular business blogging.B) A product demo of a blogging tool.
C) An infographic about the benefits of business blogging.
D) A case study on a business who saw an increase in traffic after blogging regularly.
81)
You’ve just completed all your research on your new lead. Now it’s time to pick up the phone! What are the 4 guidelines to keep in mind when connecting with your leads over the phone?
A) Build rapport, know your audience, speak the prospect’s language, be helpfulB) Be nice, know your audience, follow your own agenda, be helpful
C) Build rapport, sound happy, be helpful, schedule follow up call
D) Sound interested, know your audience, follow your own agenda, schedule follow up call
82)
In order for sales reps to be looked to as trusted advisors, what is the MOST important thing they must first do?
A) Be in their industry for 10 or more years.B) Tell the prospects what to do in order to get quick wins.
C) Build up their personal brand as a thought leader in their industry.
D) Have a lot of LinkedIn connections.
83)
Which of the following is the best example of why the sales process has changed?
A) Sales reps want to remain in control.B) Buyers have difficulty finding the right information online.
C) Sales reps were bored.
D) Buying habits have changed.
84)
Which of the following are good metrics for your Marketing team to track in order to measure progress towards their goal?
A) Revenue pipeline generatedB) Leads generated
C) Marketing qualified leads generated
D) Actual revenue achieved
E) Any of the above
85)
Your VP of Sales thinks SLAs are unnecessary and does not support you taking the time to create one for your Marketing and Sales teams. How can you explain the benefit of an SLA in order to convince your VP of Sales it’s worth creating one?
A) An SLA will help align our teams’ goals around our same end goal of revenue.B) An SLA will help us communicate transparently how our teams are supporting the other and contributing to the bottom line.
C) An SLA will allow us to monitor on a daily basis how we’re tracking towards our goals so we can adjust as needed.
D) All of the above
86)
Which of the following is the BEST definition of a Service Level Agreement (SLA)?
A) An agreement between Sales and Marketing that defines how many lead generation offers Marketing must create in order for Sales to reach their quota.B) An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support continual company growth.
C) An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support the other.
D) An agreement between Sales and Marketing that defines how many Marketing Qualified Leads will be passed off to Sales each month.
87)
You’re interviewing a potential new hire. They’re highly qualified for the job itself, but you want to make sure they’re also qualified to serve and delight your customers. Which quality is the most important to identify in order to ensure the employee would be equipped to delight your customers?
A) Do they have specific skills your customers would benefit from?B) Are they a culture fit for your organization?
C) Are they able to offer a new perspective at your organization?
D) Do they have customer service experience?
88)
According to the delight class, which of the following is most essential to customer delight?
A) Build rapport with your customers.B) Create content just for customers.
C) Foster open communication with customers.
D) Build trust with your customers.
89)
On-page SEO is the most important element of optimizing your website.
A) TRUEB) FALSE
90)
You read through a blog post your colleague created and you realized it’s on more than one topic. Is this a good or bad thing?
A) Good – you’re able to make your blog post longer and it addresses several of your prospects questions.B) Bad – it’s better to focus on one topic per blog post to keep it clear and concise.
C) Good – the post will be easier to optimize for search engine optimization and ranking for several different keywords.
D) Bad – the blog post will be too long for search engines to crawl effectively.
91)
What is the “content golden rule?”
A) The Law of Diminishing Returns: don’t add more information or design into your content than is necessary.B) The 80/20 Rule: 80% of your content should be customer-focused, 20% of your content should be sales-related.
C) The Cocktail Party Rule: don’t just talk about yourself, involve others, as well.
D) The Frequency Rule: publish content at least 2 times a week.
92)
You should treat every component of an email as a call-to-action.
A) TRUEB) FALSE
93)
Why is delight only a post-sale activity?
A) Most interactions occur only after the saleB) Customer delight is actually a pre-sale and post-sale activity
C) Trust can only be built after the sale
D) The customer delight pillars are only acceptable post-sale
94)
In order to be successful with inbound sales, you need to determine the goal of your sales calls before picking up the phone. How could you BEST do that?
A) Understand what content originally attracted them to your siteB) Understand where they are in the Buyer’s Journey
C) Make an educated guess about which persona you’re talking to and who they are as an individual
D) Understand who you’re talking to and where they are at in the Buyer’s Journey
95)
Your company is growing and you want to scale the alignment between your Marketing and Sales teams. Which of the following is the BEST strategy to help achieve that alignment?
A) You cannot scale sales and marketing alignment to a large organizationB) Create a Marketing dashboard to email to the entire Sales team
C) Have the VP Marketing and VP Sales sit next to each other
D) Choose Marketing and Sales leaders from each division to maintain alignment across the company
96)
Sending the right email to the right person is about creating the right content with the right context. Which of the following is MOST useful in determining an email’s context?
A) The best time of day to send emailsB) The lead’s stage in the Buyer’s Journey
C) The top performing content in past emails
D) The pain-points associated with a persona segment
97)
Which of the following is the MOST important reason a landing page should always lead to a thank you page?
A) So you can email the leadB) So you can thank the user
C) So you can deliver the offer
D) So you can convert your lead into a sales opportunity
98)
You want to post a picture of your office Halloween party to your company’s Facebook page, but your boss tells you it’s unprofessional and will cast your business in a negative light. Is your boss correct?
A) Yes, your company’s social media accounts should contain only business- and industry-related contentB) Yes, posting “fun” content like halloween photos will distract visitors from your product or service
C) No, social media is meant to be social; don’t be afraid to to show what makes your company and corporate culture enjoyable to work with
D) No, people are more likely to buy from people they like and and have a relationship with – posting “fun” content like halloween photos can help to build that relationship
E) A & B
F) C & D
99)
How can you use social media for promoting your blog posts?
A) Monitor questions on social media and respond with a blog post linkB) Share blog articles through social posts
C) Use blog content as fodder
D) All of the above
100)
Customizing the meta description for your blog posts will ALWAYS help improve that post’s search engine ranking.
A) TRUEB) FALSE
101)
You have to explain to your boss why she should care about optimizing your company’s website. What do you say?
A) We want to get more traffic to our site from search engines like GoogleB) We need a website face lift. Our site is not visually appealing and it does not focus on the right keywords
C) It helps us get to the first page of search results. No one looks past that page anyway
D) It helps us get people to our site and lays out a clear path for them to accomplish what we’d like them to do on our pages
102)
Buyer persona stores should contain information about:
A) A persona’s demographics and common traitsB) A persona’s main goals and challenges
C) A persona’s role at their organization or in life
D) Only A and C
E) All of the above
103)
You’ve written two versions of a marketing email that differ based on their first paragraphs. Both get across your message, but you’re not sure which email version to use. Which of the following is the BEST way to determine which email is most effective?
A) Send each email to different segmentsB) A/B Test
C) Click popularity tracking
D) Click-through rate analysis
104)
Which of the following is/are good metric(s) for your Marketing team to track in order to measure progress towards their goal?
A) Revenue pipeline generated LeadsB) Marketing qualified leads generated
C) Actual revenue achieved
D) Any of the above
105)
You’ve been doing inbound marketing for a while, but you decide to try out an inbound approach to sales for a week or two. When you turn on your computer the next morning, you see you already have a new inbound lead in your inbox. Woohoo! What is the FIRST thing you should do?
A) Completely ignore the lead until they download something else on your siteB) Research your lead thoroughly
C) Pick up the phone and call them
D) Send them an email
106)
Buyer persona stories should contain information about:
A) A persona’s demographics and common traitsB) A persona’s main goals and challenges
C) A persona’s role at their organization or in life
D) None of the above
E) All of the above
107)
Why is “analyze” NOT a stage in the Inbound Methodology?
A) Analysis is a part of every single thing you do with inbound.B) Analysis is primarily important in the attract and convert stages.
C) It’s technically the last stage, but you’ll know whether your strategy is working or not based on if you’re getting more promoters.
D) Analysis is most important in terms of closed-loop reporting.
108)
At a high level, what three things should you keep in mind when creating buyer personas?
A) Make assumptions, identify trends, and ask sales for inputB) Research, identify trends, and create persona stories
C) Identify trends, differences, and detractors
D) Research, make assumptions, and identify trends
109)
Which Buyer’s Journey stage does someone fall into if they are experiencing and expressing a problem?
A) AwarenessB) Consideration
C) Decision
110)
Each prospect who comes to your website for the first time is always in the Awareness stage of the Buyer’s Journey.
A) TRUEB) FALSE
111)
When creating a buyer persona, you should ONLY interview your ideal customers.
A) TRUEB) FALSE
112)
To ensure that search engines understand the content on your page, you should:
A) Repeat your primary keyword throughout the page content using the same wording and phrasing.B) Not use your primary keyword at all – there’s no need, because search engines understand intent.
C) Use natural language and variations of your primary keyword phrase throughout the page content.
D) Include your primary keyword throughout the page content as many times as possible.
113)
Include your primary keyword in all of the following page elements EXCEPT:
A) HeadersB) Page title
C) URL
D) Navigation
E) Body
114)
Which is a main component for how search engines rank search results?
A) The number of authoritative links to the site.B) The number of social followers of the business.
C) The number of keywords on the page.
D) The number of visits to the page.
115)
What are inbound links?
A) Links pointing from one of your blog posts to anotherB) Links coming into your website
C) Links that you create within your inbound content
D) Links to external resources
116)
True or False? Every page should have a unique meta description.
A) True- give a short summary of the unique content on that pageB) False- use the same one for your business for consistency
117)
Fill in the blank: The outlined Content Process steps are plan, create, _______, analyze, repeat.
A) distributeB) research
C) publish
D) target
118)
An adventure travel company wants to create a piece of content for their buyer persona. This persona is interested in building team trust, since they work in an industry with high employee turnover. Which would most likely be an effective Awareness Stage offer for getting this persona’s attention?
A) A webinar that covers the adventure travel company’s new travel package that helps with team bondingB) A blog post on the top 10 spots for off-site adventure travel
C) An ebook on how to build trust inside a team with trust building exercises
D) A case study on how the company helped another business with their off-site team building experience
119)
Content is defined by 3 things. What are they?
A) Purpose, format, and topicB) Who, how, and why
C) Audience, creator, and distributor
120)
If your content is focused on different solutions to your buyer persona’s problem, where would that content fit into the Buyer’s Journey?
A) AwarenessB) Consideration
C) Decision
121)
You have spent a lot of time planning and creating a great content offer. You are now done with the content process and should move on to create your next piece of content.
A) TRUEB) FALSE
122)
Which of the following is NOT a metric to consider when analyzing a content offer?
A) Number of leads generatedB) Number of social shares
C) Open rate
D) Performance by format type
123)
In order to not get cut off in a Google search result, what is the maximum number of characters that your title should be?
A) 60 charactersB) 30 characters
C) 90 characters
D) 120 characters
124)
Which of the following would be the most appropriate call-to-action to place at the bottom of an Awareness Stage blog post?
A) Download Our Pricing GuideB) Download the Team Building Checklist
C) Request a Free Quote
D) Sign Up for a Consultation
125)
You work for a travel agency and need to write your next blog post. What topic should you write about to attract families that have never heard of you and are looking to take a vacation?
A) The affordable pricing of your family-friendly vacation packagesB) The best family-friendly vacation destinations
C) Why your agency provides the best experience for families
D) The latest trip that your agency organized for a family
126)
Analyzing the number of views for a blog post can tell you all of the following EXCEPT:
A) Which blog posts are performing bestB) Whether you’ve picked the right call-to-action for your post
C) How much traffic each post is driving
D) Which topics are resonating with your readers
127)
You just wrote a blog post and published a tweet promoting it. Should you share the post on Twitter again in the future?
A) Yes – as long as it’s relevant, you can keep sharing it over timeB) No – only promote your blog posts when you first publish them
128)
Your boss wants you to blog primarily about your company, its services and various corporate events. What is your response?
A) That’s a good idea – we want to attract the most qualified visitors with our posts, so we should help people understand our business. If we write about ourselves, they’ll be more likely to pB) That’s not a good idea – we’re trying to attract new visitors with our posts, people who haven’t yet heard of our company. If we write about ourselves, they won’t find us in their
129)
A company published an ebook about the effects of off-site team building. What social media marketing action should they take to help generate leads for the offer?
A) Create tweets that include a link to landing page for the ebookB) Include a link to the ebook in their Twitter profile
C) Create a Facebook group for customers and promote the ebook to the group members
D) Publish the ebook to LinkedIn
130)
Fill in the blank: __________ helps marketers establish a consistent tone on their social media networks.
A) A social benchmark reportB) A social media publishing schedule
C) A social media style guide
D) A social media monitoring stream
131)
True or False: Social media can be used at every stage of the inbound methodology.
A) True- Social media can be used to attract visitors, convert leads, close customers, and delight promoters.B) False- Social media can only be used to attract visitors and monitor leads.
132)
Which is NOT a best practice for publishing on social media networks?
A) Always use an auto-publishing tool to save timeB) Share relevant industry content
C) Customize your content for different social media channels
D) Create a social media style guide
133)
How should industry benchmarks be used when developing a social media strategy?
A) To compare your results to other businessesB) To develop social media posts that will be published
C) To generate revenue from social media
D) To create a social media style guide
134)
What elements should be tested on your CTA?
A) ColorB) Keywords
C) Placement on the page
D) All of the above
135)
The rate of visitors converting on a landing page is affected by the CTA.
A) TRUEB) FALSE
136)
Fill in the blank: A call-to-action (CTA) is a button that promotes an offer and links to a(n) ______.
A) Landing pageB) Email
C) Website page
D) Thank you page
137)
Landing pages should contain all of the following EXCEPT:
A) A videoB) Social sharing icons
C) Website navigation
D) A headline
138)
A landing page should connect to a thank you page.
A) TRUEB) FALSE
139)
Fill in the blank: Landing pages are designed to _________.
A) Be the page that a lead “lands” on, after filling out a formB) Deliver a content offer to a lead
C) Close leads into customers
D) Convert visitors into leads
140)
True or False: A landing page navigation menu should be different from the rest of the site.
A) True. Your menu should be shorter to direct people to particular areas of your site.B) False. Your menu should be the same as the rest of your site to be consistent.
C) True. Your menu should direct people to related content offers.
D) False. Your menu should not exist on a landing page.
141)
A form on your landing page should only ask the questions that your sales team needs to have answered.
A) TRUEB) FALSE
142)
All of the following are reasons to place a call-to-action on a thank you page EXCEPT:
A) Thank your leads for their interest in your offerB) Encourage leads to stay on your site
C) Keep leads converting on your website
D) Move leads further into the buyer’s journey
143)
You should use an inline thank you message if you want to give more information to your new lead.
A) TRUEB) FALSE
144)
A thank you page optimized for lead engagement contains:
A) A link to your About Us pageB) A link to a specific blog post related to the topic
C) An image
D) Testimonials
145)
What is lead nurturing?
A) The process of sending individual emails to get them to purchase your product or service.B) The process of building relationships with prospects with the goal of earning their business when they’re ready.
C) The process of calling qualified prospects and engaging them with a consultative sales process.
D) The process of placing the right call-to-action in the right email and sending it to the right person.
146)
What does the open rate of your email indicate?
A) That people are enticed to click on the offer in the emailB) That your email has converted leads
C) That your email is getting to your contacts’ inbox
D) That your subject line is effective
147)
Which of these is NOT a best practice when optimizing your emails for mobile?
A) Make your content comprehensive. Since people carry their phones with them everywhere, a captive audience is more willing to read a longer email.B) Bigger is better. When it comes to text, images, and calls-to-action, be aware that people will be reading your email on smaller screens.
C) Use a responsive template. That way your email will conform to the device your reader is using.
D) Use clear and concise messaging. People are more likely to scan emails, regardless of what device they are using.
148)
Fill in the blank: Personalization tokens and list segmentation are both examples of using _____ in email.
A) A/B testingB) lead nurturing
C) content
D) context
149)
Your boss asks you to do some reporting on your email performance from last quarter. Which email metric can you ignore?
A) Industry averageB) Bounce rate
C) Click rate
D) Open rate
150)
Fill in the blank: A ______ is an email that has been returned to the sender because the email address is invalid.
A) Hard bounceB) Soft bounce
151)
Why is the Sales Qualified Lead (SQL) stage important for both your sales and marketing teams?
A) It will help your sales and marketing teams remain on the same page in terms of the quality and volume of MQLs that marketing is handing overB) It will help your marketing team better nurture Opportunities prior to sending them over to the sales team to be more thoroughly researched
C) It has no relevance to smarketing and is simply used for executive teams to track sales activity
D) There is no difference between an SQL and an MQL, thus this stage has no relevance to smarketing
152)
According to the marketing and sales funnel, prospects are defined as:
A) Website visitors who have signed up for a blog or an email newsletterB) Anyone in the sales and marketing funnel who has requested a demo or trial
C) A lead that has expressed interest in purchasing your product/service
D) Anyone that has downloaded a content offer
153)
Fill in the blank: Marketing and sales should be aligned around the same goal. Typically this is a shared _____ goal.
A) PersonaB) Revenue
C) Visit
D) Return on investment (ROI)
154)
Fill in the blank: Dashboards are key to integrating smarketing into an organization because they provide _______, _______, and _______ updates as to how marketing and sales are performing.
A) frequent, public, transparentB) occasional, private, transparent
C) frequent, private, transparent
D) occasional, public, transparent
155)
Marketing’s Service Level Agreement (SLA) to sales should always include:
A) A list of all leads on a weekly, monthly, quarterly or yearly basis that are not yet Marketing Qualified Leads.B) It’s not important to include anything specific in a marketing SLA, just having one is what matters.
C) The promise to engage with each lead at least three times before identifying them as a Marketing Qualified Leads.
D) Number of Marketing Qualified Leads provided to the sales team on a weekly, monthly, quarterly or yearly basis.
156)
You are a sales rep who has decided to try out an inbound approach to sales. One morning when you turn on your computer you see you already have a new inbound lead in your inbox. What is the FIRST thing you should do?
A) Pick up the phone and call themB) Send them an email
C) Research your lead
D) Do nothing until the lead fills out another form
157)
60% of a buyer’s purchase decision has already been made before even talking to a sales rep. What does that mean for inbound sales?
A) Buyers are more educated, so there’s less work for the sales reps.B) Sales reps need to push and sell harder to convince buyers to make the right decision.
C) Sales reps must evolve their selling to keep up with customers’ buying habits.
D) Sales reps should keep this in mind, but this doesn’t change the way the world should sell.
158)
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?
A) Send emailsB) Collect survey responses
C) Talk to team members
D) Listen to social media
159)
When should you focus on delighting people?
A) From the moment they become a customer to delight them into promotersB) At the beginning of the sales process
C) From the very first moment someone interacts with your business
D) After they have used your product or service
160)
Which interactions will build or destroy trust?
A) Only pre-sale interactionsB) Only post-sale interactions
C) All of the interactions
D) None of the interactions
161)
What’s an effective way to empower your team while not micro-managing them?
A) Create scripts that your team must use when serving customers.B) Have daily status check-in meetings to make sure they are working on the right things.
C) Give them a goal and let them figure it out.
D) Develop a set of defined principles that will help them operate autonomously.
162)
Who is responsible for delighting customers?
A) Only customer-facing teamsB) Only those that hold public relations roles
C) Only the executive leadership team
D) Everyone at your organization
163)
As an inbound sales rep, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.
A) TrueB) False
164)
What is the most important reason for why marketing and sales should share the same goal(s)?
A) Alignment around goals makes it easier for the company to manage employees.B) Alignment around goals puts an emphasis on collaboration and holds marketing and sales accountable to each other.
C) Alignment around goals reduces the number of employees necessary to hit revenue goals.
D) lignment around goals makes it less expensive to run an organization.
165)
At the start of the year, your company has 5,000 leads. Over the course of the year, you generate another 1,000 leads. True or false: you now have 6,000 leads in your database that you can email.
A) True: Purchased lists will allow a business to continuously add leads to their funnel with no adverse effectsB) False: The average email list decays about 25% a year.
C) True: An effective email marketing strategy is self-sustaining and will always help to generate new business
D) False: You cannot use email marketing to close leads into customers.
166)
An optimized profile for every social media network should contain all of the following EXCEPT:
A) Your organization’s phone numberB) A link to your organization’s website
C) Your organization’s logo
D) Your company description
167)
All of the following are terms that you could monitor to find your prospective customers on social media EXCEPT:
A) Terms that your buyer personas use to describe your industryB) Terms that you would use to describe your industry
C) Terms that are used in trending hashtags
D) Terms that your competitors use to describe your business
168)
Analyzing the number of views for a blog post can tell you all of the following EXCEPT:
A) Whether you’ve picked the right call-to-action for your postB) How much traffic each post is driving
C) Which blog posts are performing best
D) Which topics are resonating with your readers
169)
Blogging increases the volume of traffic to your website in all of the following ways, EXCEPT:
A) Outside websites will link to your postsB) More unique pages are associated with your website
C) Your posts will generate more conversion assists
D) Your posts will get shared in social media
170)
What is SEO?
A) The Javascript on your pages that allows a search engine to understand it.B) The number of website pages that are indexed by search engines.
C) The process of improving your website so that it attracts more visitors from search engines.
D) The elements of your email that allow it to get processed by search engines.
171)
As you launch a new website, your boss tells you that she wants to get found for the keyword “teamwork”. Which is the best response to her request?
A) “I’d recommend choosing a long-tail version. Long-tail keywords usually have more search volume than broad keywords.”B) “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
C) “Great! That keyword is broad enough to match the searches of all of our buyer personas.”
D) “Great! That keyword is broad, so it probably gets a high volume of searches, meaning lots of new visitors for us.”
172)
What is the Buyer’s Journey?
A) It’s the process that someone goes through after they’ve made a purchase.B) It’s the process our buyer goes through when learning about your brand.
C) It’s the active research process someone goes through leading up to a purchase.
D) It’s the inbound methodology, but from the buyer’s perspective.
173)
Smarketing is only helpful for increasing revenue for organizations with 100+ employees
A) TrueB) False
174)
Which of the following is NOT a benefit that can be gained from closed-loop reporting?
A) Being able to provide a timeline of all the interactions a contact took prior to becoming a Marketing Qualified LeadB) Being able to identify which Marketing Qualified Leads are more likely to ask for a discount when signing a contract
C) Being able to pass information to sales that can help aid them in connecting and engaging with contacts within the first 24 hours
D) Being able to analyze which marketing sources (organic, social, referral, etc.) are producing the most customers
175)
Fill in the blank: When using A/B testing for email, it’s important to ____.
A) remember that A/B testing is only useful for larger organizations and isn’t useful until your company reaches a certain scaleB) test only one thing at a time so you can isolate the significant variable
C) never conduct an A/B test on more than 50 people, since your hypothesis might be wrong
D) test more than one thing to take advantage of the experiment
176)
Does this sample follow best practices for thank you pages? “Thank you. We will send an email to you soon.”
A) Yes. It explains that the next step for the lead is that they’ll receive an emailB) No. The title of the offer is not in the message
C) Yes. The message is concise
D) No. It’s not clear when the lead will hear back.
177)
A CTA should always contain:
A) An imageB) Less than 7 words
C) An action verb
D) All of the above
178)
Mary is the social media manager. Over the last month, she has used various social media networks to promote a new ebook that her company just published. Her boss wants to know how social media has helped them increase the number of views of the ebook. What should Mary do to prove that her efforts have helped this goal?
A) Create a report that measures the number of published social media posts used to promote the ebookB) Create a lead generation report that measures the conversion rate of the ebook
C) Create a revenue report that measures the amount of revenue generated by the ebook
D) Create a content consumption report that measures how many people viewed the ebook
179)
Your boss wants a report on the success of your blog. What information should you NOT analyze
A) Number of views for each postB) Number of clicks on the offer within the post
C) Number of keywords per blog post
D) Popular articles by topic, promotion or promotion channel
180)
All of the following are reasons that you should link to external sources in your blog posts EXCEPT:
A) It gives readers more helpful resourcesB) It shows that you’ve done your research
C) It helps you build connections with outside sites
D) It sends people to your competitors for comparison
181)
Inbound marketing represents a fundamental shift in the way that organizations operate because it is marketer-centric
A) TrueB) False
182)
When picking a keyword to focus on for a new piece of content, which metric should you prioritize?
A) Low search volume and low competitionB) High search volume and high competition
C) High search volume and low competition
D) Low search volume and high competition
183)
As you launch a new website, your boss tells you she wants to get found for the keyword “teamwork”. Which is the best response to her request?
A) “Great, that keyword is broad, so it probably gets a high volume of searches, meaning lots of new visitors for us.”B) “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
C) “I’d recommend choosing a long-tail version. Long-tail keywords usually have more search volume than broad keywords.”
D) “Great. That keyword is broad enough to match the searches of all our buyer personas.”
184)
All of the following elements will help readers easily digest the content of a blog post EXCEPT:
A) ImagesB) Whitespace
C) Headers
D) Calls-to-action
E) Bolding
185)
You were just hired as the social media marketer and want to learn more about your Twitter audience. What can help you do this?
A) Analyze your follower countB) Monitor Twitter conversations
C) Increase the volume of your tweets
D) Schedule our tweets consistently
186)
You would like to increase the number of clicks on your current CTA. What is the suggested approach to making changes to a CTA?
A) Don’t change the CTA – change the page it’s onB) Change one element at a time
C) Test multiple things at once to maximize the value of your experiment
D) Give it a totally new look
187)
A thank you page allows you to complete all of the following EXCEPT:
A) Emailing the offer to the leadB) Enabling social sharing
C) Promoting additional offers to the lead
D) Delivering the offer to the lead
188)
Fill in the blank: The subject line of your email should ____.
A) be five words or less. Studies have shown subject lines over this number are not effectiveB) depend on the offer, industry, audience and device
C) not contain personalization
D) never reveal the full value of the email
189)
True or False: Marketing is responsible for defining a Marketing Qualified Lead (MQL) and sales is responsible for defining a Sales Qualified Lead (SQL)
A) False: Both teams work together to come up with a common definition of the termsB) True: Marketing and sales must use the same words, but it’s OK for the definitions to be different
C) False: As long as both teams understand what the other team is using as a definition, they can stay separate
D) True: It’s important for marketing and sales to have their own definition for the same words
190)
What are the four guidelines to keep in mind when connecting with your leads over the phone?
A) Build rapport, know your audience, speak the prospect’s language, be helpfulB) Build rapport, sound happy, be helpful, schedule follow up call
C) Be nice, know your audience, follow your planned agenda, be helpful
D) Sound interested, know your audience, follow your planned agenda, schedule follow-up call
191)
Your boss is questioning why it’s important to train every team member on the pillars of delight. Your answer is:
A) It’s not important because we should be focused on generating more leadsB) It’s important because a customer’s experience is only formed by the first interaction
C) It’s important because a customer’s experience and their long-term success is formed by every interaction
D) It’s not important because only the customer support team should be delighting people
192)
it is recommended that you create some sort of interaction that takes place after someone purchases your product / service what is most effecient and scalable tool?
A) Email workflowB) Social media
C) Phone call
D) Thank you note
193)
What are the three pillars of delight?
A) Invent, Serve, CollaborateB) Invent, Communicate, Educate
C) Innovating, Connecting, Teaching
D) Innovation, Communication, Education
194)
How can sales reps gain trusted advisor status in the eyes of the people they connect with?
A) Understand the prospects problem and identify quick wins for themB) Be in their industry for ten or more years
C) Have a lot of LinkedIn connections
D) Build up their personal brand as a thought leader in their industry
195)
For a blog post, include your primary keyword in all of the following page elements EXCEPT:
A) HeadersB) Page title
C) URL
D) Navigation
E) Body
196)
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?
A) 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.B) Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven’t used your product/service.
C) No, you shouldn’t be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don’t know your organization.
D) No, you shouldn’t be reaching out to bad customers. they will skew the buyer persona story since they aren’t your ideal customer
197)
True or False? Buyer personas are effective for all organization types
A) TRUEB) FALSE
198)
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?
A) CloseB) Attract
C) Convert
D) Delight
199)
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?
A) Research, identify trends, and create persona storiesB) Create persona story, test and optimize, and make assumptions
C) Make assumptions, identify trends, and ask company employees for input
D) A buyer persona shouldn’t be developed at this time
200)
If you were an inbound sales representatives, how can you gain “trusted advisor status” with the people you connect with?
A) Have a lot of LinkedIn connectionsB) Understand the prospects problem and identify quick wins for them
C) Build up your personal brand as a though leader in your industry
D) Be in the prospect’s industry for ten or more years
201)
It’s recommended you create some sort of interaction that takes place after someone purchases your product or service. What’s the most efficient and scalable tool you can use to do this?
A) Mail them a thank you noteB) Email workflows
C) Social media
D) Phone call
202)
From the very first moment someone interacts with your business
A) From the moment they become a customer to delight them into promotersB) After they have used your product or service
C) At the beginning of the sales process
203)
Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is ____-centric
A) marketerB) sales
C) company
D) customer
[youtube https://www.youtube.com/watch?v=Kj9EN4F2Kns?feature=oembed]
204)
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.
A) TRUEB) FALSE
205)
If there are any images within a blog post or website page, why should you add alt-text to the image?
A) Allows a search engine to understand what that image is aboutB) Allows that image to get found in image searches
C) Allows another place to be optimized with the primary keyword focus
D) All of the above
206)
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?
A) AwarenessB) Consideration
C) Decision
D) All of the above
207)
You work for a company that manufactures prescription eyeglasses and want to create a piece of content for your buyer persona. Your buyer persona is someone that already has glasses, but it’s important for them to make sure their prescription is up-to-date while also being stylish. Which would be an effective Awareness stage offers for getting this persona’s attention?
A) A case study on how your company helped consumers find their perfect pair of eyeglassesB) A webinar that covers this year’s eyeglass trends and the new styles your company will be releasing
C) A checklist on how to determine if it’s time to get a new pair of eyeglasses
D) A guide on how to find the right eye doctor
208)
Fill in the blank: When creating a content offer, use ____ to determine the best content offer format.
A) industry benchmarksB) your buyer personas
C) content distribution
D) the buyer’s journey
209)
When creating a blog title, why do the number of characters in the title matter?
A) It doesn’t matter as long as the title is descriptive.B) It matters because search engines show a limited amount of characters, and a cutoff title could affect click-through rates.
C) It matters if the blog post will be shared on Twitter since this social media channel only allows 140 characters
D) It matters because you should only be including one primary keyword within your title
210)
Your boss wants you to blog primarily about your company news, its services, and various corporate events. What is your response?
A) “That’s a good idea. We want to attract the most qualified visitors with our posts, so we should help people understand our business.”B) “That’s not a good idea. We’re trying to attract new visitors with our posts, people who haven’t yet heard of our company. If we write about ourselves, they won’t find us organically.”
C) “That’s a good idea. Blogging not only helps attract new visitors but convert leads as well. We can generate more qualified leads by including event calls-to-action at the end of the posts.”
211)
True or false? You should vary the time that you share content on your social media channels. That way you can discover the times your audience is most active and continue to share content during those times.
A) TRUEB) FALSE
212)
Which of the following should NOT be included in a social media message?
A) ImageB) Video
C) Website link
D) None of the above
213)
Which of the following is an example of a SMART social media goal?
A) Increase leads from Twitter by 50% from 50 to 100 leadsB) Increase leads from Twitter by the end of the month
C) Increase leads from Twitter from 50 to 100 leads by the end of the month
D) Increase leads from social media by 50% by the end of the month
214)
Fill in the blank: ____ is used to measure the size of your potential audience.
A) ReachB) Engagement
C) Impressions
D) Audience growth
215)
You’re responsible for managing your company’s social media accounts. Your colleague tells you about how a lot of businesses are using Pinterest to promote content. Your company doesn’t have a Pinterest account yet, so he encourages you to create one. How would you respond?
A) “That’s not a good idea. Pinterest isn’t as popular as other social media channels, so we won’t see much of an ROI for the amount of time we’d be putting in.”B) “Thanks for the suggestion, but a Pinterest account isn’t something that we’ll be creating. We already have three other social media accounts and it’s best to keep it to no more than three.”
C) “I like the idea but before we create an account, we should do some research. We need to determine if this is a social media channel that our buyer personas are spending time at.”
D) Great idea. I’ll build out an account. We can use it to promote the new infographics that we’ll be creating.”
216)
A form on your landing page should only ask the questions that your sales team needs to have answered
A) TRUEB) FALSE
217)
You’re writing a new blog post. Your boss tells you that she wants to get found for the keyword “project collaboration software”. Which is the best response to her request?
A) “We should do ‘collaboration software’ instead. Your suggestion isn’t broad, so it probably gets a low volume of searches, meaning not many blog post views.”B) “We’re on the right track, but we should try to get found for ‘collaboration software for projects’ instead. We need to match our keyword to exactly what people are searching for.”
C) “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
D) “Let’s create a blog post with this keyword. It’s a term our buyer persona would use and is a long-tail version of collaboration software.”
218)
You’ve started a new business and along with that a new Facebook page for your brand. You’re sharing your new blog posts to Facebook about 2-3 times per month. You find that your account doesn’t have much audience engagement and you’re not seeing the results you were expecting. Rather than spend time on Facebook, you decide to spend your time on another social channel, like Twitter. Is this the right approach?
A) Yes. If your audience reach and engagement goals aren’t met, it means that you’re spending time on a social media channel that isn’t where your buyer personas are spending time.B) Yes. Twitter is a better social media channel for sharing blog posts. Facebook is better for more visual content.
C) No. You should first try publishing on a more frequent and consistent basis, rather than 2-3 times per month. Regularly sharing content and updates can help with engagement and gives you an active presence.
D) No. Engagement is not a metric that you should be using to determine the ROI of a social media channel. You should be using audience growth instead.
219)
Your company has decided to take an inbound approach to sales. Which of the following does NOT align with your company’s new inbound sales practices?
A) Leveraging the buyer’s context on callsB) Using a scripted sales pitch on all calls
C) Utilizing content from each stage of the buyer’s journey
D) Building relationships with your prospects
220)
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?
A) Buyers are more educated, so there’s less work for the sales reps.B) Sales reps need to push and sell harder to convince buyers to make the right decision.
C) Sales reps must evolve their selling to keep up with customers’ buying habits.
D) Sales reps should keep this in mind, but this doesn’t change the way the world should sell.
221)
True or false? You have spent a lot of time planning and creating a great content offer. You are now done with the content process and should move on to create your next piece of content.
A) TRUEB) FALSE
222)
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?
A) AwarenessB) Consideration
C) Decision
D) None of the above
223)
Smarketing is only helpful for increasing revenue for large organizations with 100+ employees.
A) TrueB) False
224)
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.
A) TrueB) False
225)
It’s recommended you create some sort of interaction that takes place after someone purchases your product or service. What’s the most efficient and scalable tool you can use to do this?
A) Email workflowsB) Social media
C) Phone call
D) Mail them a thank you note
226)
Fill in the blank: The R in SMART goal setting stands for ______.
A) RealisticB) Rational
C) Relevant
D) Reach
227)
When it comes to social media, which of the following is something you should optimize for?
A) Social media platformB) Time
C) Keywords
D) All of the above
[youtube https://www.youtube.com/watch?v=videoseries?list=PLs5Phz-k2g8iuRTEoDd2lM_s_wKpCNnMB]
