Small Business B2B Digital Marketing Exam! Trivia Quiz

30 Questions | By Akahlow | Updated: Mar 21, 2022 | Attempts: 91

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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