Marketing Automation And Demand Generation Questions!

1. ____________ is the process of assigning numerical scores to your leads for purposes of ranking and qualification.

Lead Nurturing

Lead Scoring

Lead Value Determination (LVD)

Lead Qualifying

It's called scoring.

Explanation

It's called scoring.

2. Where typical analytics programs such as Google Analytics give you ____________ data, marketing automation systems can provide you with __________ data about the visitors to your website.

Aggregate....Individual

Interesting....Actionable

Lots of duplicate....exact

All of the above

The difference is aggregate vs individual. Google Analytics can provide actionable and exact data regarding your websites visitors, but marketing automation gives you individual, real time data. To use that data, you’ll want to develop a competency for analyzing digital body language.

Explanation

The difference is aggregate vs individual. Google Analytics can provide actionable and exact data regarding your websites visitors, but marketing automation gives you individual, real time data. To use that data, you’ll want to develop a competency for analyzing digital body language.

3. MQL and SQL are common acronyms in the world of Demand Generation. What do they stand for?

Mid-Quality Lead and Super-Quality Lead

Marketing Qualified Lead and Sales Qualified Lead

Marketing Quality Lead and Sales Quality Lead

None of the Above

These terms stand for Marketing Qualified Lead and Sales Qualified Lead. In general, a lead is qualified by the marketing department before being passed to sales. Then, a lead is qualified by sales before turning into an opportunity.

Explanation

These terms stand for Marketing Qualified Lead and Sales Qualified Lead. In general, a lead is qualified by the marketing department before being passed to sales. Then, a lead is qualified by sales before turning into an opportunity.

4. Lead nurturing is the process of sending a series of _______________ emails to the prospect to move the prospect closer to becoming a sale.

Automated

Action-specific triggered

Personalized

All of the Above

All of the above are features of the emails you want to send to a lead to nurture that lead toward becoming a sale.

Explanation

All of the above are features of the emails you want to send to a lead to nurture that lead toward becoming a sale.

5. Lead Scoring is the process of assigning numerical scores to your leads for purposes of ranking and qualification. When using marketing automation, the lead score is derived by combining demographic data (e.g. job title, company size, etc..) with ______________________.

Online behavior data

Data detailing recency of last contact

Lead source data

Subjective data (e.g. personal relationship with lead, prior knowledge, etc...)

Scoring online behavior by reading digital body language is the other component of the lead score. How many pages did they go to? What pages did they go to? Demographic data can tell you that they’re qualified, but online behavior can tell you that they’re a HOT lead.

Explanation

Scoring online behavior by reading digital body language is the other component of the lead score. How many pages did they go to? What pages did they go to? Demographic data can tell you that they’re qualified, but online behavior can tell you that they’re a HOT lead.

6. At this point, most marketers are aware that integrating and automating their online efforts through their CRM (e.g. Salesforce) leads to increased ROI. According to a survey of "best in class" companies, lead management is the most integrated with the CRM. What's the next most integrated and automated function?

Email Marketing

Web Analytics

Search / Ad Serve

Campaign Management

It’s email marketing. If you’re still managing your email manually, you’re behind the times. Each of these functions is something that best in class companies either presently integrate and automate or are planning to do so in the near future.

Explanation

It’s email marketing. If you’re still managing your email manually, you’re behind the times. Each of these functions is something that best in class companies either presently integrate and automate or are planning to do so in the near future.

7. Names to know. Which of the following is NOT one of the leading marketing automation vendors?

Marketo

Eloqua

Silverpop

Magenta

By no means are these the ONLY vendors, but any review of the space will quickly lead you to Marketo, Eloqua and Silverpop. Every demand generation marketer should know these three names. Magenta is a pinkish purple color.

Explanation

By no means are these the ONLY vendors, but any review of the space will quickly lead you to Marketo, Eloqua and Silverpop. Every demand generation marketer should know these three names. Magenta is a pinkish purple color.

8. Which of the following more strongly makes the case for purchasing a marketing automation solution to the C-level?

Competitor Comparison

Impact on Revenue and Sales Funnel

Ease of Use and Convenience

All of the Above

When making a case for purchasing marketing automation to the C-suite (CEO, CMO, etc…), it’s more effective to demonstrate its impact on revenue (high) and the sales funnel (blocks leaks).

Explanation

When making a case for purchasing marketing automation to the C-suite (CEO, CMO, etc…), it’s more effective to demonstrate its impact on revenue (high) and the sales funnel (blocks leaks).

9. Demand Generation planning and measurement. Work backward or forward?

Either way is a reasonable way to plan and measure.

Neither way is a reasonable way to plan and measure.

Work backward. You want to be able to measure each step of the way through the funnel. You don’t want to have to wait until sales are made to be able to track your progress.

Explanation

Work backward. You want to be able to measure each step of the way through the funnel. You don’t want to have to wait until sales are made to be able to track your progress.

10. Free Consultations are often not very effective at trying to acquire new leads.

True

False

It’s true. Even though a free consultation has a much higher value than a free report, for example, it’s less effective at the lead acquisition stage than it would be at a later stage in the buying process. Why? Because free consultations require significant time and trust, two commodities that a prospective lead is not very willing to give away. To gain new leads, offering something simple such as a free report on industry trends is a more effective tactic.

Explanation

It’s true. Even though a free consultation has a much higher value than a free report, for example, it’s less effective at the lead acquisition stage than it would be at a later stage in the buying process. Why? Because free consultations require significant time and trust, two commodities that a prospective lead is not very willing to give away. To gain new leads, offering something simple such as a free report on industry trends is a more effective tactic.