▶ A grouping of technologies that marketers leverage to conduct and improve their marketing activities” is the definition of what term?
▶ Addressing data privacy is a portion of which part of your internal processes?
▶ You should conduct buyer persona interviews with all of the following people EXCEPT:
▶ Blogging, SEO, and social publishing are key pieces to any marketer’s strategy. Which phase of your flywheel can benefit from the implementation of these three strategies?
▶ Why are chatbots a great tool for strategically using marketing automation and AI?
▶ Cobbling together software parts that do not all use the same database increases the risk of what?
▶ Customer segmentation is:
▶ Developing a content distribution goal begins with identifying the purpose behind your distribution efforts. Which questions can help you identify your purpose? Select all that apply.
▶ Fill in the blank. An effective behavioral marketing and segmentation strategy is built on a foundation of good ________.
▶ Fill in the blank. Behavioral marketing empowers your ability as a marketer to personalize your customers’ experience. Personalization is about creating _______.
▶ Fill in the blank. Behavioral marketing is the method by which companies target audiences based on their behavior, interests, intentions, geolocation, and other metrics using _________, cookies, search history, and other insights.
▶ Fill in the blank. Explicit segmentation is synonymous with ______.
▶ Fill in the blank: In order to determine when you should deliver certain content to your audience, you need to understand _____.
▶ Fill in the blank: Most tools require you have a confidence threshold of ————, in order to declare a winner in an A/B test.
▶ Fill in the blank. As an inbound marketer, you don’t just want your touchpoints to be efficient, you want them to be __________.
▶ How can you balance multiple content distribution goals?
▶ How can you ensure your content drives action?
▶ How many buyer persona interviews should you aim to complete?
▶ Leveraging the data that’s already accessible to you is a part of which step of implementing behavioral marketing and customer segmentation?
▶ Roughly how long should your buyer persona interviews take?
▶ Selecting a web analytics tool would be a part of which step of implementing behavioral marketing and customer segmentation?
▶ True or False? An effective content distribution strategy is all about getting your content in front of the most people.
▶ True or false? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively.
▶ True or false: If neither variation in an A/B is statistically better, you pick the variation you like best and proceed to make the change.
▶ True or false? People are protective of their privacy and do not want their experiences to be highly personalized.
▶ True or false: Statistical significance is an optional part of A/B testing.
▶ True or false: The “independent variable” in an A/B test is the control or the variation that remains unchanged.
▶ True or False? The most effective way to initiate a buyer persona interview request is through a phone call.
▶ True or False? This is an example of a person in the decision stage of their buyer’s journey. // Dog-owner Dia is struggling to walk their dog in their neighborhood. Their dog struggles with obedience and anxiety when approaching new dogs. They’re looking for a local dog trainer that provides obedience training and can socialize their dog to overcome its anxiety. Dia uses Yelp to compare local dog trainers.
▶ True or false? Using people’s information in inbound marketing is not inherently unethical.
▶ True or False? When conducting buyer persona interviews, make sure to include your colleagues who were involved in the sales process.
▶ True or False? You should have at least 3 buyer personas.
▶ Using software to check my writing for tone, level of formality, and fluency is an example of what?
▶ Using software to enroll every person who downloads a specific ebook into a month-long email campaign is an example of what?
▶ What step should you always incorporate into your content creation workflow?
▶ What is a marketing experiment?
▶ What is an attribution model?
▶ What question can help define your decision stage?
▶ When implementing marketing automation and AI into your internal processes, journey mapping can be helpful to which aspect?
▶ What role can a CRM play in effective martech stack?
▶ Checking for statistical significance when testing a new marketing channel ensures:
▶ Which distribution channel drives results fastest?
▶ Which distribution channels help drive new audiences? Select all that apply.
▶ Which of the following is an example of someone in the awareness stage of their buyer’s journey?
▶ Which of the following is NOT a way to strategically utilize marketing automation and AI in your customer-facing processes regarding cadence and content?
▶ Why do you need to know what your audience is thinking and feeling on their path-to-purchase with your organization?
▶ Why should you create a negative persona?
▶ You are a marketer for a daycare, and a parent fills out a form to enroll their 3-year-old into the program. You add this person into a group labeled “parents of toddlers.” What is this an example of?
▶ Your boss asks you to identify your target audience’s preferred channels by collecting feedback. What are the different ways you can collect accurate feedback? Select all that apply.
▶ You’re on the lead generation team at a wine reseller called Partners in Wine. You’ve noticed that the user open rate of your emails has dropped over the last couple of months. What are some first steps you could take to solve this issue?
▶ Which of the following content would be the most helpful to Dog-owner Dia in the consideration stage? Review the following scenario to answer the question.
▶ What is the drawback to using the last touch attribution model?
▶ Buying insights reveal all of the following EXCEPT:
▶ Fill in the blank; In the concept, “fire bullets, then cannonballs,” bullets represent ————, while cannonball represent ————.
▶ Fill in the blank. Effective segmentation identifies where your customers are in the ___________, and assists your customers in taking the appropriate next step in their___________.
▶ Fill in the blank. Marketing automation is a software platform designed to help marketers automate _______ tasks.
▶ How does the linear attribution model calculate credit?
▶ If you’re trying to improve customer lifetime value, which phase should you focus on in your marketing flywheel?
▶ True or false? Artificial intelligence is technology that executes tasks based on if-then statements.
▶ Passing on a group of customers directly to the sales team is an example of an action you can take in which step of implementing behavioral marketing and customer segmentation?
▶ True or False? Buyer personas can help you identify your target audience’s preferred content distribution channels.
▶ True or false? It’s appropriate to offer monetary incentives for buyer persona interviews.
▶ True or false? Segmentation is a process that helps you understand your leads and customers better, and behavioral marketing is how you categorize them based on the understanding you gain.
▶ Try to uncover all of the following during a buyer persona interview EXCEPT:
▶ What is a buyer persona?
▶ Fill in the blank: A negative persona is a person who_______.
▶ What is the difference between the buyer’s journey and customer journey?
▶ How can you ensure your blog content initiates action? Select all that apply.
▶ What’s the difference between single source attribution and multi-touch attribution models?
▶ How can you refine your content distribution strategy?
▶ Noticing spikes or dips in specific behaviors and quantifying them is an example of which step of implementing behavioral marketing and customer segmentation?
▶ If you don’t have time to conduct thorough research about your target audience’s preferred channels, what is a helpful way to gather information?
▶ What question can help define your awareness stage?
▶ The following content distribution goal is missing a SMART goal element. What is missing? // Since we generated 300 leads from our previous e-Book, we want to generate 400 leads when we promote our next e-Book. This will support our inbound marketing initiatives to increase our number of qualified leads this year.
▶ When is an appropriate time to conduct a buyer persona interview?
▶ You are a marketer for a retirement community. Grouping users that explore several landing pages about different types of homes in your community as “people seeking to retire” is an example of what?
▶ Which of the following content would be the most helpful to Dog-owner Dia in the decision stage? Review the following scenario to answer the question.
▶ How do you develop an effective content distribution strategy?
▶ What is A/B testing?
▶ What question can help define your consideration stage?
▶ Why should you curate a buyer persona story?
▶ How do you set an effective content distribution goal? Select all that apply.
▶ How can audience segmentation enhance your inbound marketing efforts?
▶ How does the full path attribution model calculate credit?
▶ What should you consider when identifying a marketing channel to test? Select all that apply.
▶ What are some ways you can deliver personalized experiences to your visitors? Select all that apply.
▶ You’re on a social media team for a outdoors brand called Appalachia. They’ve decided to revitalize their Pinterest account and see if they can engage customers there. What ways might you bring inbound marketing into the content creation process for this channel? Select all that apply.
▶ How can you ensure your podcast content initiates action? Select all that apply.
▶ How can you ensure your video content initiates actions? Select all that apply.
▶ From an inbound perspective, why is it important to know your audience and who you’re trying to reach online?
▶ What tools should you consider to help streamline your content creation process? Select all that apply.
▶ What types of questions can marketing attribution answer? Select all that apply.
▶ Which distribution channels allow you the most control over your content? Select all that apply.
▶ You’ve just joined the blogging team for a new fashion retailer called VintageVines. What are some strategies you could adopt to reach and resonate with your target audience? Select all that apply.
▶ Database segmentation, marketing automation, and multichannel communication are examples of strategies that happen at which stage of your marketing flywheel?
▶ Which of the following is an example of a buyer’s journey?
▶ You’ve just joined the blogging team for a new fashion retailer called VintageVines. What are some strategies you could adopt to reach and resonate with your target audience? Select all that apply.
▶ What role can attribution play in your reporting strategy? Select all that apply.
