Part 5: Demand Generation

16 Questions | Total Attempts: 170

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Part 5: Demand Generation

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Questions and Answers
  • 1. 
    Demand Generation is the ____________ focused set of activities for both sales and marketing that gets high quality leads to the top of the sales funnel and helps pull opportunities through the sales funnel quicker.
    • A. 

      Revenue

    • B. 

      Marketing

    • C. 

      Process

    • D. 

      Product

  • 2. 
    An MQL (Marketing Qualified Lead) is a suggested intermediary step between an SQL (Sales Qualified Lead) and an Opportunity (An active customer where a sale is hopefully imminent.)
    • A. 

      True

    • B. 

      False

  • 3. 
    Which better explains the relationship between Customer Relationship Management (CRM) and Demand Generation?
    • A. 

      They’re virtually the same.

    • B. 

      Demand Generation and CRM overlap significantly, but are not one and the same.

    • C. 

      There is no overlap between CRM and Demand Generation.

  • 4. 
    Names to know.  Which of the following is NOT one of the leading marketing automation vendors?
    • A. 

      Marketo

    • B. 

      Eloqua

    • C. 

      Silverpop

    • D. 

      Magenta

  • 5. 
    ______________ is the operational or process side of making sure that no lead falls out of the sales funnel and every lead is processed in some organized manner.
    • A. 

      Demand Generation

    • B. 

      Lead Management

    • C. 

      Marketing Automation

    • D. 

      Lead Generation

  • 6. 
    The following are characteristics of a good _____________:  The prospect’s background, daily activities, current solutions, important considerations, and behavior.
    • A. 

      Database Entry

    • B. 

      Profile

    • C. 

      Persona

    • D. 

      Prospect

  • 7. 
    When considering what content to deliver to your prospects and when to deliver it, the most important consideration should be:
    • A. 

      The prospect’s current stage of the buying process. It’s important to map your content marketing to the prospect’s stages of the buying process.

    • B. 

      The length of the content. It’s important that you build from shorter to longer pieces to both get and maintain interest in your offerings.

    • C. 

      The quality of the content. It’s more important to deliver high quality content at any time than it is to consider when to offer certain types of content.

    • D. 

      All of the Above are equally important

  • 8. 
    Demand Generation planning and measurement.  Work backward or forward?
    • A. 

      Forward. Once you gather a number of leads, track what percentage of those leads turn into qualified leads, and what percentage of qualified leads turn into sales. Then, try to beat those percentages in the future. Success means progressively getting better.

    • B. 

      Backward. Determine your sales goals first, then figure out how many leads and/or qualified leads you will need to meet those goals. Success means hitting these goals.

  • 9. 
    Which of the following most strongly makes the case for purchasing a marketing automation solution to the C-level?
    • A. 

      Competitor Comparison

    • B. 

      Impact on Revenue and Sales Funnel

    • C. 

      Ease of Use and Convenience

    • D. 

      All of the Above

  • 10. 
    Which of the following is a metric / report that a marketing automation system cannot deliver?
    • A. 

      What percent of leads are converting to opportunities?

    • B. 

      What are the top marketing channels generating opportunities?

    • C. 

      Who were the unknown companies on your website last week?

    • D. 

      None of the Above

  • 11. 
    When mapping out the “life of a lead”, the map ends when the lead is passed to sales.
    • A. 

      True

    • B. 

      False

  • 12. 
    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 ______________________.
    • A. 

      Online behavior data

    • B. 

      Data detailing recency of last contact

    • C. 

      Lead source data

    • D. 

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

  • 13. 
    How your CRM (e.g. Salesforce.com) is integrated with your marketing automation system is not as critical as most novice marketing automation users believe it to be. 
    • A. 

      True

    • B. 

      False

  • 14. 
    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.
    • A. 

      Aggregate...Individual

    • B. 

      Interesting...Actionable

    • C. 

      Lots of duplicate...Exact

    • D. 

      All of the above

  • 15. 
    What simple, inexpensive method of testing can significantly increase the response to your email campaigns?
    • A. 

      A/B split testing

    • B. 

      Focus Groups

    • C. 

      Multivariate testing

    • D. 

      None of the Above

  • 16. 
    A conversion happens when a lead becomes a customer.  The concept of _______________ is essential for getting accurate conversion percentages.
    • A. 

      Velocity

    • B. 

      Expiring Leads

    • C. 

      Quality

    • D. 

      None of the Above

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