Small Business B2B Digital Marketing Exam! Trivia Quiz

30 Questions | Total Attempts: 14

SettingsSettingsSettings
Please wait...
Marketing Quizzes & Trivia

Questions and Answers
  • 1. 
    Customer interviews are a great way to learn about who your customer is. Why is it advised that you record these interviews?
    • A. 

      To maintain an archive for later viewing

    • B. 

      So that you do not have to take notes during the interview

    • C. 

      To pay attention to the specific language that they use

    • D. 

      All of the above

  • 2. 
    Keywords, for search marketing purposes, do not have to be a single word. A keyword can be a phrase or a question.
    • A. 

      True

    • B. 

      False

  • 3. 
    A completed persona includes the specific problems that this representation of your customer is trying to solve.
    • A. 

      True

    • B. 

      False

  • 4. 
    A persona is best described as:
    • A. 

      A list of attributes

    • B. 

      A demographic profile of an actual, typical customer

    • C. 

      A look inside the head of a representative customer

    • D. 

      All of the above

  • 5. 
    It’s important that you collect as much information from your leads as possible up front, on first contact.
    • A. 

      True

    • B. 

      False

  • 6. 
    B2B marketers are currently spending what percentage of their marketing budgets on developing content?
    • A. 

      10% and growing

    • B. 

      33% and growing

    • C. 

      50% and growing

    • D. 

      67% and growing

  • 7. 
    One of the primary functions of a content development strategy is to let the content consumption patterns show you where a customer is in the buying process.
    • A. 

      True

    • B. 

      False

  • 8. 
    In Module 2, Kim discusses mapping the “conversations” you are having with a prospect to where they are in the buying cycle. Kim explains that there are really only 4 types of conversations. Which of the following is NOT one of those 4 types?
    • A. 

      “Benefits” conversations – those that explain the benefits of your solution.

    • B. 

      “Trust” conversations- those that build trust in your company’s products and services

    • C. 

      “Questions” conversations- those that answer prospect questions

    • D. 

      “Emotions” conversations – those that address the emotions a prospect is having at each stage of the buying cycle

    • E. 

      “Stay-in-touch” conversations – those that help you stay in touch with prospects with certain offers at certain times

  • 9. 
    Developing content pathways begins with ________________.
    • A. 

      Your Goal: What do you want leads to do?

    • B. 

      Trust: How can you establish trust at the outset of a prospect relationship?

    • C. 

      Content Audit: What content do you have ready to share?

    • D. 

      Budget: The prospect budget determines everything that follows

  • 10. 
    Assigning “points” as leads take action that indicate enhanced interest is called ____________.
    • A. 

      DVOA (Determined Value over Average)

    • B. 

      Lead scoring

    • C. 

      Lead counting

    • D. 

      Lead tracking

  • 11. 
    Free Consultations are often not very effective at trying to acquire new leads.
    • A. 

      True

    • B. 

      False

  • 12. 
    There is little to no benefit to making the same lead-capturing offer in multiple ways in multiple locations.
    • A. 

      True

    • B. 

      False

  • 13. 
    You’ve created a lead generation campaign that has produced a high number of leads. That seems like a good thing, but which of the following is most likely to turn this good thing into a bad thing?
    • A. 

      Failure to repeat whatever worked to get those leads

    • B. 

      Failure to analyze why this tactic worked

    • C. 

      Failure to follow up with those leads

    • D. 

      Failure to convert those leads into sales

  • 14. 
    Email has one of the highest ROI’s of any tactic. For every dollar you spend on email marketing, a recent DMA study shows that you get _________dollars in return on investment.
    • A. 

      Five

    • B. 

      Ten

    • C. 

      Twenty

    • D. 

      Forty

  • 15. 
    Sending the same email to your entire list continues to be the most effective method of email marketing.
    • A. 

      True

    • B. 

      False

  • 16. 
    How are blogs and email discussed as working together?
    • A. 

      Having a blog means that you can pull from that blog to easily create an email newsletter

    • B. 

      Including your email address on your blog allows your blog readers to easily communicate with you

    • C. 

      Including a link to your blog in every email you send will draw more readers to your blog

    • D. 

      All of the above

  • 17. 
    Which of the following is true about behavioral segmentation of your email list?
    • A. 

      It’s more sophisticated than segmenting by demographics

    • B. 

      It’s not very widely adopted by email marketers

    • C. 

      It’s based on segmenting your list based on previous behaviors, such as opening email or clicking on a link within an email

    • D. 

      All of the above

  • 18. 
    Email subject lines?
    • A. 

      Shorter subject lines are better

    • B. 

      Longer subject lines are better

    • C. 

      Studies conflict on whether shorter subject lines or longer subject lines are better

  • 19. 
    A popular metric used by marketers is the email open rate.  Why is this the most unreliable metric in email marketing?
    • A. 

      Emails only count as “opened” if images are viewed, but emails can often be read without viewing the images.

    • B. 

      Whether an email is opened or not shouldn’t matter. It’s whether it’s clicked through and what happens beyond that click that’s important.

    • C. 

      It’s too simple. It’s challenging to learn from and improve upon something as unreliable as an open rate.

    • D. 

      All of the above combine to explain why email open rate is not a useful metric.

  • 20. 
    Lead nurturing is the process of sending a series of _______________ emails to the prospect to move the prospect closer to becoming a sale.
    • A. 

      Automated

    • B. 

      Action-specified triggered

    • C. 

      Personalized

    • D. 

      All of the above

  • 21. 
    Kim recommends that lead nurturing emails be sent from _____________.
    • A. 

      A “Do Not Reply” automated account

    • B. 

      The owner or salesperson assigned to follow up with that lead

    • C. 

      The marketing manager or whichever account marketing emails are sent

    • D. 

      Any of the above is fine, as long as each email comes from the same address.

  • 22. 
    While nurturing a lead, it’s a good idea to send variations of the same email multiple times in certain cases.
    • A. 

      True

    • B. 

      False

  • 23. 
    Comprehensive lead tracking is imperative because:
    • A. 

      It allows automated triggering

    • B. 

      It allows for meaningful segmenting

    • C. 

      It enables lead scoring

    • D. 

      All of the above

  • 24. 
    If sales and marketing are misaligned, whose job is it to bridge the gap?
    • A. 

      Sales

    • B. 

      Marketing

    • C. 

      CEO

    • D. 

      All are equally responsible

  • 25. 
    Once a lead passes from marketing to sales, it becomes the domain of sales. At this point, marketing should no longer be involved in nurturing that lead.
    • A. 

      True

    • B. 

      False

Back to Top Back to top