Class 1: Essentials of Inbound Marketing Flashcards
Buyer personas must be based off of research, not __________.
assumptions
Include role, challenges, watering holes, personal background, and shopping preferences in your ________ on buyer personas.
research
Always focus on _____, not behavior
motives
The active research process that someone goes through leading up to making a purchase
buyer’s journey
The buyer’s journey has three stages:
awareness, consideration, decision
What stage is this? Prospect is experiencing and expressing symptoms of a problem or opportunity
awareness stage
What stage is this? Prospect has now clearly defined and given a name to their problem or opportunity
consideration stage
What stage is this? Prospect has now decided on their solution strategy, method, or approach
decision stage
What stage is this? Prospect is doing research to more clearly understand, frame, and give a name to their problem
awareness stage
What stage is this? Prospect is looking at all available approaches to solving the defined problem or opportunity
consideration stage
What stage is this? Prospect is compiling a list of possible solutions, whittling it down, and makes a final decision
decision stage
Cold Calling, Cold Emails (SPAM), Interruptive Ads are
marketer - centric
SEO, blogging, attraction are
customer - centric
80% of business decision-makers prefer to get company information in a series of _______ versus an advertisement
articles
Marketer - Centric is known as ___________ marketing
traditional
