Why is analyze not depicted in the Inbound Methodology diagram?

Youll know whether your strategy is working or not based on if youre getting more
promoters.
Analysis is most important in terms of closed-loop reporting.
Analysis is a given: it should be a part of every single thing you do with inbound.
Analysis is primarily important in the attract, convert, and close stages

Which of the following is the BEST definition of a buyer persona?

Personas are your target markets and represent your ideal customers.
Personas are semi-fictional characters that represent your ideal customers.
Personas are characters you create based on job title that represent who youre trying to
reach.
Personas are profiles you create based on one or two of your best customers.

Your computer is on its last legs and youre hoping to purchase a new one that suits your needs
before your existing desktop model finally bites the dust. Since its been a while since youve
purchased a computer, youre not quite sure what your options are. Which stage of the buyers
journey are you most likely in?
Awareness
Comparison
Decision
Not enough information available to choose

Which of the following is NOT an inbound best practice?

Use the Buyers Journey
Utilize PPC and pop-up ads
Use buyer personas
Leverage your content

Create remarkable content

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.
Content, context
Content, content marketing
Context, inbound marketing
Content, the Buyers Journey

6.

Buyer personas represent the ideal customers your organization is trying to attract, convert, close,
and delight. Personas are most effective in:
B2B and B2C organizations
Nonprofit, educational, and B2C organizations
B2B, B2G, and ecommerce organizations
All organization types

Oprimizing website
7.

On-page SEO is the absolute most important element of optimizing your website.
True
False

8.

We only optimize our website for search engines.

True.
False, we optimize for buyer personas and search engines.
False, we optimize our site to get more leads.
False, we optimize our site to delight our customers.

9.

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:
Navigate to a website, download something, learn something
Navigate to their own website, gather information or learn something
Do something, learn something and navigate to their own website
Navigate to a website, complete some action or learn something

10.

Webpage formatting best practices discussed in the "Optimizing Your Website" class apply to the
following pages except:
Blog Post Pages
Product & Pricing Pages
Homepage
Landing Pages

11.

Your boss asks you to explain what the purpose of Google's ranking and indexing algorithms are.
How do you best explain this?
They're designed to deliver the best results to people.
They crawl the Internet and know about each and every page - and what the page's topic
is.
They are made up of over 2000 different ranking factors that the marketing world knows
and understands.
They're designed to deliver results in the least amount of time possible

12.

Youre building a company website from the ground up. What is the first thing that you should do?
Decide on a general design and website architecture.
Keyword research--decide what keywords you plan to optimize your website for.
Build landing pages to convert future visitors to leads.
Define your buyer personas.

The Fundamentals of Blogging

13.

You read through a blog post your colleague created and you realized its on more than one topic. Is
this a good or bad thing?
Good - youre able to make your blog post longer and it addresses several of your
prospects questions.
Bad - its better to focus on one topic per blog post to keep it clear and concise.
Good - the post will be easier to optimize for search engine optimization and ranking for
several different keywords.
Bad - the blog post will be too long for search engines to crawl effectively.

14.

Which of the following is/are blog formatting best practices?

Posts should be 400-600 words in length.
Posts should include subheads and bold text where appropriate.
Posts should fill in whitespace using text and images
All of the above

15.

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?
70 characters
55 characters
100 characters
Character count doesnt matter

16.

When writing blog posts, what or who should you first prioritize focusing on addressing with your content?
Topics that you can write about
Your buyer persona
Your customers
Search Engine Optimization (SEO)

17.

Customizing the Meta Description for your blog posts will ALWAYS help improve that post's search engine
ranking.
True
False

18.

Which of the following could be effective strategies for generating leads with your blog?
Include in-text links
Include a call-to-action (CTA) on the blog sidebar
Add a CTA to the bottom of a blog post
All of the above

Amplifying Your Content with Social Media

19.

How do personas factor into your social media strategy?

The way in which you position your content
The networks that you post on
They can be a source of inspiration for your content
All of the above

20.

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 content.
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 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 have a relationship with -

posting "fun" content like halloween photos can help to build that relationship.
E.) A & B
F.) C & D

21.

What is/are the best type(s) content to post to Twitter?

A.) Visual and concise
B.) Thorough and informational
C.) Depends on your persona
D.) A & C
E.) A & B

22.

A lead tweets out that your latest offer is "completely lame." What do you do?
Send them a direct message with an apology so as to not cast your business in a negaive
light on your public Twitter feed.
Completely ignore the tweet.
Tweet back an apology and send them a free t-shirt in the mail.
Apologize and ask for a more detailed response via email so that you can do a better job
next time.
23.

Which of the following is/are NOT an effective way to optimize your social media profiles:
A.) Keeping all profile headline consistent across platform
B.) Adding as many keywords as possible to your bio or "about us" section
C.) Customizing your profiles
D.) A & B

Creating Content with a Purpose

24.

What are the two keys to creating remarkable content?

Buyer personas and those personas goals and challenges
The Buyers Journey and buyer demographics
The Inbound Methodology and the Buyers Journey
The Inbound Methodology and buyer personas
Buyer personas and the Buyers Journey

25.

What is the content golden rule?

The Law of Diminishing Returns: dont add more information or design into your content
than is necessary.
The 80/20 Rule: 80% of your content should be customer-focused, 20% of your content
should be sales-related.
The Frequency Rule: publish content at least 2 times a week.
The Cocktail Party Rule: dont just talk about yourself, involve others, as well.

26.

You work for a marketing services agency named Inbound Corporation that helps people do better
inbound marketing. One of your buyer personas primary interests is getting more traffic to their site.
Which would most likely be an effective awareness stage offer getting your personas attention?
A blog post titled: "5 Ways Inbound Corporation Helps Clients Achieve Business Goals"
A guide titled: "The Ultimate Guide to On-Page SEO Techniques"
An eBook titled: "The New Laws of Attraction: Techniques to Drive Website Traffic"
A checklist titled: "Crafting the Perfect Landing Page in 10 Minutes or Less"
None of the above

27.

After watching the Inbound Certification classes, youre inspired to create a piece of content about how
inbound can be used in your industry. Whats the BEST way to deliver/distribute this piece of content?
It depends on your business goals
In a blog post

Via a landing page

Share it via a series of social media messages
On your homepage and on a blog post

28.

Which of the following is the BEST definition of content?

Content is your social media messages and blog posts
Content is your blog and website pages.
Content is the message your inbound strategy delivers.
Content is eBooks and other offers behind your landing pages.

29.

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?
Educational eBook
Comparison whitepaper
Case study
Trial download

The Anatomy of a Landing Page

30.

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 buyers journey?
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.
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, method or approach.

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 strategy, method or approach.
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.
31.

Successful landing pages require you to: 1) identify your buyer personas, 2) identify the Buyers
Journey stage, 3) create a relevant offer, 4) execute the conversion process and 5) execute the
landing page best practices.
True
False
32.

A properly optimized landing page should contain which of the following components?
Benefits of the marketing offer in bullets; social media follow me icons; a relevant
image; website navigation.
A relevant image; social media "share" icons; a clear, compelling and concise headline;
benefits of the marketing offer in bullets.
A clear, compelling and concise headline; website navigation; social media follow me
icons; a relevant image.
A clear, compelling and concise headline; website navigation; social media "share" icons;
a relevant image.
33.

A landing page is specifically designed:

To convert visitors to leads.
To direct visitors to your thank you pages.
For leads to request demos, prices & quotes.
To give away checklists, whitepapers & eBooks.
34.

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:
In the Buyers Journey
On your website
On your blog

In the Inbound Methodology

35.

According to Gleanster Research, 50% of your leads are qualified but not yet ready to buy. Which two
stages of the Buyers Journey are responsible for generating the majority of these leads?
Decision & Purchase Stage
Consideration & Decision Stage
Awareness & Consideration Stage
Awareness & Decision Stage

Perfecting the Conversion Process

36.

The goal of a call-to-action is to:

Guide website visitors to a landing page.
Ask anonymous visitors or existing contacts for their contact information.
Help sales reps call their most qualified leads.
Bring users to a thank you page.
37.

What do a CTA, landing page, and thank you page create when working together?
Conversion path
Marketing promotion
Promotion strategy
Marketing optimization
38.

Which of the following descriptions would make the BEST thank you page for an awareness stage
offer?
A thank you page that delivers the offer, has social sharing options, and has a pop up for
a sales call.
A thank you page that has a CTA promoting a decision stage offer, a video on the
company vision, and social sharing buttons.
A thank you page that delivers the offer, has a CTA promoting an awareness stage offer,
and has social sharing buttons.
A thank you page that delivers the offer, has a CTA promoting a consideration stage offer,
and has social sharing buttons.

39.

Youve created a thank you page that you want to use to not only deliver the offer, but also move
people farther through the buyers journey. What can you add to your thank you page to help guide a
potential customer to the decision stage of the Buyers Journey?
A link to your About Us page.
Social media sharing options.
A call-to-action for an industry-related eBook.
A call-to-action for a product demo.
40.

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 landing page with the headline Download our free guide!
A landing page with the headline Download our complimentary guide!
A Twitter search for people talking about the guide.
A thank you page with the headline Thanks for downloading our guide!

Sending the Right Email to the Right Person

41.

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 product demo of a blogging tool.
A report on the ROI of regular business blogging.
An infographic about the benefits of business blogging.
A case study on a business who saw an increase in traffic after blogging regularly.
42.

Which of the following copy focuses on benefits, not features?

Schedule email sends in advance.
Get sent notifications in real time.
"Grow your professional network.
This app automatically loads your conversion history.
43.

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?

Lets do it! Purchasing lists increases email click-through rates.

Lets do it! Purchasing lists increases email open rates and click popularity.
Lets hold off. Purchasing lists can decrease hard bounces but increase soft bounces.
Lets hold off. Purchasing lists can result in decreased deliverability rates.
44.

You should treat every component of an email as a call-to-action.

True
False
45.

What are the three elements you must get right in order to be successful with your email marketing?
Context, actionability, and target
Context, audience, and target
Content, actionability, and timing
Content, audience, and timing

The Power of Smarketing

46.

Which of the following is not a direct benefit of using sales and marketing dashboards?
Transparency into how each team is performing
Easy to check your progress towards goals on a regular basis
Better specialization for each persona
Publically shared data across the company
47.

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?
Choose Marketing and Sales leaders from each division to maintain alignment across the
company.
Have the VP Marketing and VP Sales sit next to each other.
You cannot scale sales and marketing alignment to a large organization.
Create a Marketing dashboard to email to the entire Sales team.
48.

Which of the following is/are good metric(s) for your Marketing team to track in order to measure
progress towards their goal?
Revenue pipeline generated
Leads generated
Marketing qualified leads generated
Actual revenue achieved
Any of the above
49.

Which of the following is a sign that you do NOT have closed-loop reporting set up?
The sales team says they don't have enough leads.
You send leads to sales and only get negative feedback.
The sales team receives leads without additional intelligence about what content they
viewed on your website.
The marketing team does not have a metrics-based goal.
50.

Youve 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?
Their behavior on your site and their level of interest.
The content theyve downloaded and their role at their organization.
Their level of fit and level of interest.
Their demographics and their role at their organization.

Taking Your Sales Process Inbound

51.

Which of the following is the best example of why the sales process has changed?
Sales reps want to remain in control.
Buyers have difficulty finding the right information online.
Buying habits have changed.
Sales reps were bored.
52.

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.

True
False
53.

Youve just completed all your research on your new lead. Now its time to pick up the phone! What
are the 4 guidelines to keep in mind when connecting with your leads over the phone?
Be nice, know your audience, follow your own agenda, be helpful
Build rapport, sound happy, be helpful, schedule follow up call
Sound interested, know your audience, follow your own agenda, schedule follow up call
Build rapport, know your audience, speak the prospects language, be helpful
54.

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.
True
False
55.

In order for sales reps to be looked to as trusted advisors, what is the MOST important thing they
must first do?
Tell the prospects what to do in order to get quick wins.
Build up their personal brand as a thought leader in their industry.
Have a lot of LinkedIn connections.
Be in their industry for 10 or more years.

Cultivating Happy Customers

56.

Your executive, finance and sales teams should be solving for and serving the customer.
True
False
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?
Educate & empower them
Manage & empower them

Manage & lead them

Train & manage them
58.

Youre interviewing a potential new hire. Theyre highly qualified for the job itself, but you want to
make sure theyre 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?
Do they have customer service experience?
Do they have specific skills your customers would benefit from?
Are they a culture fit for your organization?
Are they able to offer a new perspective at your organization?
59.

What are the pillars of customer delight?

Product, Communication, and Education.
Innovation, Communication, and Education.
Trust, Education, and Communication.
Delight Employees, Educate Employees, and Empower Employees.
60.

According to the delight class, which of the following is most essential to customer delight?
Create content just for customers.
Build rapport with your customers.
Build trust with your customers.
Foster open communication with customers.

Optimizing Your Website

50%

The Fundamentals of Blogging

33%

Amplifying Your Content with Social Media

40%

Creating Content with a Purpose

83%

The Anatomy of a Landing Page

33%

Perfecting the Conversion Process

60%

The Power of Smarketing

60%

Cultivating Happy Customers

100%