CertificationAnswers

When creating segments for your lead nurturing campaigns, you need to understand who your personas are and where they are in the buyer’s journey allows you to decide what types of content they need. What are the three stages of the buyer’s journey?

 

• Awareness, consideration, and decision

 

• Attract, consideration, and delight

 

• Awareness, consideration, and conversion

 

• Awareness, decision, and delight

 

What role does optimization play in your conversational growth strategy?

 

• Unlike conversions, conversations are evergreen and don’t need to be optimized.

 

• As conversations are unique exchanges with many website visitors, they cannot be optimized.

 

• Conversations need to be optimized once every four months.

 

• You need to iterate and optimize your conversations over time.

 

Situational example: You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company’s bottom line and return on investment in mind, what’s the most strategic avenue to choose?

 

• You could invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue. This would increase the amount of people in your funnel and therefore the amount of people moving through your funnel.

 

• You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment.

 

• You could invest additional resources in your sales team. The more you increase that team’s overall job satisfaction, the more encouraged they will feel to make each and every sale count. This will have a positive impact on the efficiency of your funnel.

 

• You could increase the budget of your services team. By increasing the amount of customers that retain with your company, you will need less net new gains to generate the desired level of revenue.

 

 

Marketing automation is a key piece of lead nurturing because it’s how you deliver information. How is marketing automation defined?

 

• The software that exists with the goal of automating your marketing actions.

 

• Automation tools to help automate sales-specific actions.

 

• The thought process behind delivering information in lead nurturing.

 

• The software that is used for your entire inbound strategy.

 

What is the definition of a buyer persona?

 

• A semi-fictional representation of your ideal customer based on real data and some select educated speculation

 

• A lead in your database

 

• A true view of your personas

 

• A completely fictional representation of your ideal customer based on real data and some select educated speculation

 

What is SCOPE?

 

• Standardize, Contextualize, Optimize, Personalize, Empathize

 

• Specialize, Contextualize, Optimize, Personalize, Epitomize

 

• Standardize, Contextualize, Organize, Personalize, Energize

 

• Standardize, Contextualize, Organize, Personalize, Expertize