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Inbound Marketing Quiz

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120 question quiz drawn from HubSpot's Inbound Marketing Certification Course.
Michael Bleb
Quiz by Michael Bleb, updated more than 1 year ago
Michael Bleb
Created by Michael Bleb about 9 years ago
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Resource summary

Question 1

Question
What are the two things to consider when determining a topic for a piece of content?
Answer
  • Knowledge on the topic and what topic you want to be considered as a thought leader.
  • Buyer personas and where they are in the buyer's journey.
  • Amount of available time and resources.

Question 2

Question
When converting visitors into leads, you should only utilize consideration stage content.
Answer
  • True
  • False

Question 3

Question
Focus on the design of a piece of content first, worry about the informational part second.
Answer
  • True
  • False

Question 4

Question
Fill in the blank: It's not until the ________ of the Buyer's Journey when your product should be mentioned.
Answer
  • Awareness
  • Consideration
  • Decision

Question 5

Question
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?
Answer
  • How your product/service and help solve your buyer persona's problem
  • Your buyer persona's problems
  • The solution to your buyer persona's problems

Question 6

Question
Fill in the blank: Promoting your content offers on your blog can help you ____________.
Answer
  • Promote your blog posts
  • Increase traffic to your blog
  • Gain social shares
  • Generate new leads

Question 7

Question
You read through a blog post from a coworker that’s about two different topics. Is this good or bad?
Answer
  • Bad - pick just one topic per post to make it clear for readers and search engines
  • Good - the more topics that one post can cover, the better for SEO

Question 8

Question
What is the long-tail keyword in the title “An Easy Guide to Training Your Cat”
Answer
  • Guide to Training
  • Easy Cat Training Guide
  • Cat Training
  • Cat Training Guide

Question 9

Question
What can analyzing the most popular posts by promotional channel tell you?
Answer
  • Which domain to publish your blog posts to
  • Which authors are promoting the content on their personal social media accounts
  • Which topics you should continue to write about
  • Which channels are giving you the greatest reach for your posts

Question 10

Question
What is whitespace?
Answer
  • The space on the page with images on it
  • he space on the page with text on it
  • The empty space on the page
  • The white space on the page

Question 11

Question
What are the three stages of the Buyer’s Journey?
Answer
  • Research, consideration, decision
  • Awareness, consideration, deliberation
  • Awareness, conversion, decision
  • Awareness, consideration, decision

Question 12

Question
What are the four stages of the Inbound Methodology?
Answer
  • Attract, Convert, Close, and Delight
  • Awareness, Consideration, Close, and Decision
  • Reach, Engage, Convince, Sell

Question 13

Question
All of the following are best practices of inbound, EXCEPT:
Answer
  • Leverage content
  • Create remarkable content
  • Use the Buyer's Journey
  • Use buyer personas
  • Focus on finding customers

Question 14

Question
Fill in the blank: _________ is your marketing toolkit, like blogs, videos, and ebooks; _________ is who you're creating it for.
Answer
  • Content, content marketing
  • Context, inbound strategies
  • Context, the Buyer’s Journey
  • Content, context

Question 15

Question
Buyer persona stories should contain information about:
Answer
  • A persona’s demographics and common traits
  • A persona’s main goals and challenges
  • A persona’s role at their organization or in life
  • All of the above

Question 16

Question
What is the nickname of a bot that search engines use to crawl the web?
Answer
  • Monkey
  • Penguin
  • Panda
  • Spider

Question 17

Question
True or false: Search engines can read both text and images.
Answer
  • True - this is why it’s important to include an image on every page
  • False - this is why it’s important to include optimized alt-text behind each image

Question 18

Question
True or false: Search engines count all links as equally important when crawling and ranking your page.
Answer
  • 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.

Question 19

Question
What should you begin your keyword research with?
Answer
  • Building relationships with industry thought leaders
  • Turning short keywords into long-tail keywords
  • Understanding what your buyer personas are searching for
  • Looking up the difficulty and competition around your keywords

Question 20

Question
Which is easier to rank for - the short keyword “teamwork” or the long-tail keyword “promote teamwork between employees”?
Answer
  • “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

Question 21

Question
How is social media used in the attract phase of the Inbound Methodology?
Answer
  • To promote content that will convert leads.
  • Social media is not used in the attract phase.
  • To analyze the success of previous social media content.
  • To publish content that will increase your exposure.

Question 22

Question
Social monitoring is a great way that marketers can gather information about their buyer personas.
Answer
  • True
  • False

Question 23

Question
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?
Answer
  • 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).

Question 24

Question
When calculating social media ROI, what four types of metrics should you pay attention to depending on your goals?
Answer
  • Click-through rate, average timing, engagement rate, and website visits
  • 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

Question 25

Question
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?
Answer
  • Publish a series of “Get to know your Team Building Expert” posts on Facebook
  • 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

Question 26

Question
According to the Inbound Methodology, in which stage do visitors become leads?
Answer
  • Attract Stage
  • Convert Stage
  • Close Stage
  • Delight Stage

Question 27

Question
If you wanted to promote a travel consultation offer on a blog post, where should the CTA be placed?
Answer
  • End of the first paragraph
  • End of the blog post
  • Top of the blog page
  • All of the above

Question 28

Question
Fill in the blank: Using the same ______ for the entire conversion process helps your visitors understand what they are going to get.
Answer
  • CTA
  • Keywords
  • Landing page
  • Image size

Question 29

Question
The primary purpose of a call-to-action is to convert leads into customers.
Answer
  • True
  • False

Question 30

Question
The conversion process begins with a Landing Page.
Answer
  • True
  • False

Question 31

Question
A landing page headline should always contain which of the following:
Answer
  • The word “download”
  • When the offer will be delivered
  • The type of offer
  • A testimonial describing the benefit of the offer

Question 32

Question
A landing page uses a form to gather information about your visitors.
Answer
  • True
  • False

Question 33

Question
An optimized landing page should contain a link to get another offer.
Answer
  • True
  • False

Question 34

Question
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?
Answer
  • No, because the landing page needs a form.
  • Yes, as long as the download button is obvious to click on.

Question 35

Question
The form on the landing page should mirror the value of the offer.
Answer
  • True
  • False

Question 36

Question
Thank you pages are useful for each of these reasons EXCEPT:
Answer
  • Move leads further into the buyer’s journey
  • Close leads as customers
  • Extend your social media reach
  • Provide additional content to a lead

Question 37

Question
True or false: A thank you page should have a navigation menu that is different from the rest of your website.
Answer
  • 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.

Question 38

Question
If you are sending a follow-up email, you do not need to build a thank you page.
Answer
  • True
  • False

Question 39

Question
Fill in the blank: A thank you page is a way to say thank you, deliver the offer and ________.
Answer
  • provide more information
  • convert the lead
  • gain SEO benefits
  • begin the sales process

Question 40

Question
“Thanks! We will give you a call shortly to schedule a demo” is an effective message to place on your thank you page.
Answer
  • True
  • False

Question 41

Question
In 2004, PC magazine wrote an article called, “The Death of Email.” It asks, “Has email peaked and become more useless?” Is this true?
Answer
  • Yes. Email has become less effective as a marketing channel.
  • 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 been replaced by other ways of sharing information like social media.
  • No. Email is being adopted and used as a communication channel by more people every year.

Question 42

Question
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:
Answer
  • In the copy of the email
  • As a call-to-action button between the copy
  • As an image that's hyperlinked
  • In a P.S. below the email signature

Question 43

Question
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?
Answer
  • Adding a Call-To-Action to encourage readers to share the email with a colleague.
  • 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 social sharing buttons to appropriate emails.

Question 44

Question
A high click rate for your email send is a good indicator of all of the following, EXCEPT:
Answer
  • A well-segmented list
  • Reader engagement
  • Brand awareness
  • An effective subject line

Question 45

Question
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:
Answer
  • Email marketing is decreasing in both use and effectiveness, causing an increase in reported spam complaint by businesses and consumers.
  • The frequency of the email sends was too often.
  • The content being sent was not relevant to the reader.
  • Your company did not express permission to email these contacts.

Question 46

Question
What is smarketing?
Answer
  • 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.
  • 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.

Question 47

Question
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?
Answer
  • Prospect (visit), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer
  • Prospect (visit), Lead, Sales Qualified Lead, Marketing Qualified Lead, Opportunity, Customer
  • Lead, Marketing Qualified Lead, Sales Qualified Lead, Prospect (visit), customer
  • Prospect (visit), Lead, Marketing Qualified Lead, Opportunity, Sales Qualified Lead, Customer

Question 48

Question
Marketing Qualified Leads (MQLs) are contacts who have identified themselves as a good fit, highly engaged, or both. MQLs are defined by:
Answer
  • 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.

Question 49

Question
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).
Answer
  • True
  • False

Question 50

Question
Which of the following is NOT a step in keeping open communication?
Answer
  • Have weekly smarketing meetings with all of marketing and sales
  • 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

Question 51

Question
Buyer personas aren't important once you get to the Close stage in the Inbound Methodology.
Answer
  • True
  • False

Question 52

Question
All of the following are things you can uncover as you thoroughly research your leads, EXCEPT:
Answer
  • Company size
  • Their role in the company
  • How you can solve their problem
  • What they sell

Question 53

Question
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?
Answer
  • Ask close-ended questions
  • Use positioning statements
  • Use a static pitch about your product or services’ benefits
  • Ask leading questions

Question 54

Question
Which is NOT a guideline to follow when picking up the phone to connect with a lead?
Answer
  • Lead the conversation to match your sales goal
  • Be prepared with educational content to share
  • Build rapport with the lead
  • Know your audience
  • Speak the prospects language

Question 55

Question
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.
Answer
  • True
  • False

Question 56

Question
What are the components to the Customer Delight checklist?
Answer
  • Solve the problems, provide a recommendation, be yourself
  • 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

Question 57

Question
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?
Answer
  • First listen, then acknowledge, then explore the problem
  • First explore, then acknowledge, then explore the problem more
  • First listen, then acknowledge
  • First listen, then explore, then explore even more

Question 58

Question
Which statement is true?
Answer
  • It usually costs more money to acquire a new customer
  • It usually costs more money to retain an existing customer

Question 59

Question
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.
Answer
  • True
  • False

Question 60

Question
Why should you be measuring and tracking as many of your customer's interactions as you can?
Answer
  • To help you better serve them with the right products, communication and education
  • To build more trust
  • So you can under-promise, over-deliver
  • All of the above

Question 61

Question
What is the Buyer's Journey?
Answer
  • It's the process your buyer goes through when learning about your brand.
  • It's the active research process someone goes through leading up to the purchase.
  • It's the inbound methodology, but from the buyer's perspective.
  • It's the process that someone goes through after they've made a purchase.

Question 62

Question
Buyer personas represent the ideal customers your organization is trying to attract, convert, close and delight. Personas are most effective in:
Answer
  • B2B and B2C organizations.
  • Nonprofit, educational, and B2C organizations.
  • B2B, business-to-government (B2G), and e-commerce organizations.
  • All organization types.

Question 63

Question
When creating a buyer persona, you should ONLY interview your ideal customers.
Answer
  • True
  • False

Question 64

Question
Which Buyer's Journey stage does someone fall into if they are experiencing and expressing a problem?
Answer
  • Awareness
  • Consideration
  • Decision

Question 65

Question
At a high level, what three things should you keep in mind when creating buyer personas?
Answer
  • Research, make assumptions, and identify trends.
  • Identify trends, differences, and detractors.
  • Research, identify trends, and create persona stories
  • Make assumptions, identify trends, and ask sales for input.

Question 66

Question
Each prospect who comes to your website for the first time is always in the Awareness stage of the Buyer's Journey.
Answer
  • True
  • False

Question 67

Question
To ensure search engines understand the content on your page, you should:
Answer
  • Use natural language and variations of your primary keyword phrase throughout the page content.
  • Include your primary keyword throughout the page content as many times as possible.
  • Not use you primary keyword at all - there's no need, because search engines understand intent.
  • Repeat your primary keyword throughout the page content using the same wording and phrasing.

Question 68

Question
Include your primary keyword in all of the following EXCEPT:
Answer
  • Navigation
  • Body
  • URL
  • Page Title
  • Headers

Question 69

Question
What is SEO?
Answer
  • The Javascript on your pages that allows a search engine to understand it.
  • The number of website pages that are indexed by search engines.
  • The elements of your email that allow it to get processed by search engines.
  • The process of improving your website so that it attracts more visitors from search engines.

Question 70

Question
When picking a keyword to focus on for a new piece of content, which metrics should you prioritize?
Answer
  • Low search volume and low competition.
  • High search volume and high competition.
  • High search volume and low competition.
  • Low search volume and high competition.

Question 71

Question
Which is a main component for how search engines rank search results?
Answer
  • The number of keywords on the page.
  • The number of authoritative links to the site.
  • The number of visits to the page.
  • The number of social followers of the business.

Question 72

Question
Fill in the blank: The outlined Content Process steps are plan, create, _________, analyze, repeat.
Answer
  • target
  • publish
  • research
  • distribute

Question 73

Question
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?
Answer
  • A webinar that covers the adventure travel company's new travel package that helps with team bonding.
  • An ebook on how to build trust inside a team with trust building exercises.
  • A case study on how the company helped another business with their off-site team building experience.
  • A blog post on the top 10 spots for off-site adventure travel.

Question 74

Question
Content is defined by 3 things. What are they?
Answer
  • Purpose, format, and topic
  • Who, how, and why
  • Audience, creator, and distributor

Question 75

Question
If your content is focused on different solutions to your buyer persona's problem, where would that content fit into the Buyer's journey?
Answer
  • Awareness
  • Consideration
  • Decision

Question 76

Question
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.
Answer
  • True
  • False

Question 77

Question
Which of the following is NOT a metric to consider when analyzing a content offer?
Answer
  • Open rate
  • Performance by format type
  • Number of leads generated
  • Number of social shares

Question 78

Question
In order to not get cut off in a Google search result, what is the maximum number of characters that your title should be?
Answer
  • 90 characters
  • 120 characters
  • 60 characters
  • 30 characters

Question 79

Question
Which of the following would be the most appropriate call-to-action to place at the bottom of an Awareness Stage blog post?
Answer
  • "Download the Team Building Checklist."
  • "Download Our Pricing Guide."
  • "Sign Up for a Consultation"
  • "Request a Free Quote"

Question 80

Question
Blogging increases the volume of traffic to your website in all of the following ways, EXCEPT:
Answer
  • More unique pages are associated with your website
  • Outside websites will link to your posts
  • Your posts will get shared in social media
  • Your posts will generate more conversion assists

Question 81

Question
All of the following elements will help readers easily digest the content of a blog post EXCEPT:
Answer
  • Calls-to-action
  • Whitespace
  • Images
  • Headers
  • Bolding

Question 82

Question
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?
Answer
  • The latest trip that your agency organized for a family
  • Why your agency provides the best experience for families
  • The best family-friendly vacation destinations
  • The affordable pricing of your family-friendly vacation packages

Question 83

Question
Your boss wants you to blog primarily about your company, its services and various corporate events. What is your response?
Answer
  • 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 purchase sooner.
  • 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 searches.

Question 84

Question
A company published an ebook about the effects of off-site team building. What social media marketing actions should they take to help generate leads for the offer?
Answer
  • Create a Facebook group for customers and promote the ebook to the group members
  • Include a link to the ebook in their Twitter profile
  • Publish the ebook to LinkedIn
  • Create tweets that include a link to landing page for the ebook

Question 85

Question
Fill in the blank: _______________ helps marketers establish a consistent tone on their social media networks.
Answer
  • A social media monitoring stream
  • A social media style guide
  • A social benchmark report
  • A social media publishing schedule

Question 86

Question
An optimized profile for every social media network should contain all of the following EXCEPT:
Answer
  • Your organization's logo
  • Your organization's phone number
  • Your company description
  • A link to your organization's website

Question 87

Question
You were just hired as the social media marketer and want to learn more about your Twitter audience. What can help you do this?
Answer
  • Analyze your follower count
  • Schedule out tweets consistently
  • Monitor Twitter conversations
  • Increase the volume of your tweets

Question 88

Question
True or False: Social media can be used at every stage of the inbound methodology:
Answer
  • True - Social media can be used to attract visitors, converts leads, close customers, and delight promotors.
  • False - Social media can only be used to attract visitors and monitor leads.

Question 89

Question
What elements should be tested on your CTA?
Answer
  • Color
  • Keywords
  • Placement on page
  • All of the above

Question 90

Question
Fill in the blank: A call-to-action (CTA) is a button that promotes an offer and links to a(n)_______________.
Answer
  • Thank you page
  • Website page
  • Email
  • Landing page

Question 91

Question
You would like to increase the number of clicks on your current CTA. What is the suggested approach to making changes to a CTA?
Answer
  • Test multiple things at once to maximize the value of your experiment
  • Don't change the CTA - change the page that it's on
  • Give it a totally new look
  • Change one element at a time.

Question 92

Question
Landing pages should contain all of the following EXCEPT:
Answer
  • A headline
  • Website navigation
  • Social sharing icons
  • A video

Question 93

Question
Fill in the blank: Landing pages are designed to ________________.
Answer
  • Deliver a content offer to a lead
  • Close leads into customers
  • Convert visitors into leads
  • Be the page that a lead "lands" on, after filling out a form

Question 94

Question
A form on your landing page should only ask the questions that your sales team needs to have answered.
Answer
  • True
  • False

Question 95

Question
True or False: A landing page navigation menu should be different from the rest of the site.
Answer
  • True. Your menu should be shorter to direct people to particular areas of your site.
  • False. Your menu should be the same as the rest of your site to be consistent.
  • True. Your menu should direct people to related content offers.
  • False. Your menu should not exist on a landing page.

Question 96

Question
A landing page should connect to a thank you page
Answer
  • True
  • False

Question 97

Question
All of the following are reasons to place a call-to-action on a thank you page EXCEPT:
Answer
  • Keep leads converting on your website
  • Move leads further into the buyer's journey.
  • Encourage leads to stay on your site
  • Thank your leads for their interest in your offer

Question 98

Question
A thank you page optimized for lead engagement contains:
Answer
  • Testimonials
  • A link to a specific blog post related to the topic
  • An image
  • A link to your About Us page

Question 99

Question
A thank you page allows you to complete all of the following EXCEPT:
Answer
  • Delivering the offer to the lead
  • Emailing the offer to the lead
  • Promoting additional offers to the lead
  • Enabling social sharing

Question 100

Question
What is lead nurturing?
Answer
  • The process of sending individual emails to get them to purchase your product or service.
  • The process of building relationships with prospects with the goal of earning their business when they're ready.
  • The process of placing the right call-to-action in the right email and sending it to the right person.
  • The process of calling qualified prospects and engaging them with a consultative sales process.

Question 101

Question
What does the open rate of your email indicate?
Answer
  • That your email is getting to your contacts' inbox
  • That your subject line is effective
  • That your email has converted leads
  • That people are enticed to click on the offer in the email

Question 102

Question
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.
Answer
  • False: The average email list decays about 25% a year.
  • True: Purchased lists will allow a business to continuously add leads to their funnel with no adverse effects.
  • False: You cannot use email marketing to close leads into customers.
  • True: An effective email marketing strategy is self-sustaining and will always help to generate new business.

Question 103

Question
Fill in the blank: The subject line of your email should ______________.
Answer
  • never reveal the full value of the email.
  • not contain personalization.
  • be five words or less. Studies have shown subject lines over this number are not effective.
  • depend on the offer, industry, audience and device.

Question 104

Question
Which of these is NOT a best practice when optimizing your emails for mobile
Answer
  • Use clear and concise messaging. People are more likely to scan emails, regardless of what device they are using.
  • Use a responsive template. That way your email will conform to the device your reader is using.
  • Make your content comprehensive. Since people carry their phones with them everywhere, a captive audience is more willing to read a longer email.
  • 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.

Question 105

Question
Fill in the blank: A _____________ is an email that has been returned to the sender because the email address is invalid.
Answer
  • Soft bounce
  • Hard bounce

Question 106

Question
Why is the Sales Qualified Lead (SQL) stage important for both your sales and marketing teams?
Answer
  • 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 over.
  • It will help your marketing team better nurture Opportunities priory to sending them over to the sales steam to be more thoroughly researched.
  • It has no relevance to smarketing and is simply used for executive teams to track sales activity.
  • There is no difference between and SQL and an MQL, thus this stage has no relevance to smarketing.

Question 107

Question
According to the marketing and sales funnel, prospects are defined as:
Answer
  • Anyone that has downloaded a content offer
  • A lead that has expressed interest in purchasing your product/service
  • Anyone in the sales and marketing funnel who has request a demo or trial
  • Website visitors who have signed up for a blog or email newsletter

Question 108

Question
What is the most important reason for why marketing and sales should share the same goal(s)?
Answer
  • Alignment around goals makes it less expensive to run an organization
  • Alignment around goals reduces the number of employees necessary to hit revenue goals
  • Alignment around goals puts an emphasis on collaboration and holds marketing and sales accountable to each other.
  • Alignment around goals makes it easier for the company to manage employees.

Question 109

Question
True or False: Marketing is responsible for defining a Marketing Qualified Lead (MQL) and sales is responsible for defining a Sales Qualified Lead (SQL).
Answer
  • False: Both teams work together to come up with a common definition of the terms
  • True: Marketing and sales must use the same words, but it's OK for the definitions to be different.
  • False: As long as both teams understand what the other team is using as a definition, they can stay separate.
  • True: It's important for marketing and sales to have their own definition for the same words.

Question 110

Question
Fill in the blank: Marketing and sales should be aligned around the same goal. Typically this is a shared _________ goal.
Answer
  • Return on Investment (ROI)
  • Visit
  • Revenue
  • Persona

Question 111

Question
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?
Answer
  • Building relationships with your prospects.
  • Leveraging the buyer's context on calls.
  • Utilizing content from each stage of the Buyer's Journey.
  • Using a scripted sales pitch on calls.

Question 112

Question
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?
Answer
  • Research your lead
  • Do nothing until the lead fills out another form
  • Send them an email
  • Pick up the phone and call them

Question 113

Question
What are four guidelines to keep in mind when connecting with your leads over the phone?
Answer
  • Build rapport, know your audience, speak the prospect's language, be helpful
  • Build rapport, sound happy, be helpful, schedule a follow up call
  • Be nice, know your audience, follow your planned agenda, be helpful
  • Sound interested, know your audience, follow your planned agenda, schedule a follow-up call

Question 114

Question
Which of the following is the best example of why the sales process has changed?
Answer
  • Buy habits have changed.
  • Sales reps were bored.
  • Buyers have difficulty finding the right information online.
  • Sales reps want to remain in control.

Question 115

Question
How can sales reps gain trusted advisor status in the eyes of the people they connect with?
Answer
  • Have a lot of LinkedIn connections
  • Build up their personal brand as a though leader in their industry
  • Be in their industry for ten or more years
  • Understand the prospects problem and identify quick wins for them

Question 116

Question
Your boss is questioning why it's important to train every team member on the pillars of delight. Your answer is:
Answer
  • It's not important because we should be focused on generating more leads.
  • It's important because a customer's experience is only formed by the first interaction.
  • It's not important because only the customer support team should be delighting people.
  • It's important because a customer's experience and their longer-term success is formed by every interaction.

Question 117

Question
What are the three pillars of delight?
Answer
  • Innovation, Communication, Education
  • Innovating, Connecting, Teaching
  • Invent, Communicate, Educate
  • Invent, Serve, Collaborate

Question 118

Question
Who is responsible for delighting customers?
Answer
  • Only the executive leadership team
  • Everyone at your organization
  • Only customer-facing teams
  • Only those that hold public relations roles

Question 119

Question
Which interactions will build or destroy trust?
Answer
  • Only pre-sale interactions
  • Only post-sale interactions
  • All of the interactions
  • None of the interactions

Question 120

Question
When should you focus on delighting people?
Answer
  • After they have used your product or service
  • From the very first moment someone interacts with your business
  • From the moment they become a customer to delight them into promoters
  • At the beginning of the sales process.
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