Lead Nurturing Best Practices

Question 1

Lead Nurturing Best Practices

Why nurture? To ____, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.

Answer 1

Increase leads

Question 2

Lead Nurturing Best Practices

RPM is a strategy for managing a company’s _____ that enables predictable, rapid and profitable revenue growth.

Answer 2

interactions with buyers through the buying cycle

Question 3

Lead Nurturing Best Practices

RPM is a strategy for managing a company’s interactions with with buyers through the buying cycle that….

Answer 3

enables predictable, rapid, and profitable revenue growth.

Question 4

Lead Nurturing Best Practices

RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, One View of the Truth, and….

Answer 4

Revenue Discovery

Question 5

Lead Nurturing Best Practices

Effective Lead Nurturing falls between which two steps of the RPM Journey?

Answer 5

Demand Generation and Lead Management

Question 6

Lead Nurturing Best Practices

RPM Journey involves five steps: _____, Demand Generation, Lead Management, One View of the Truth, and Revenue Discovery

Answer 6

Sales Pipeline

Question 7

Lead Nurturing Best Practices

RPM Journey involves five steps: Sales Pipeline, _____, Lead Management, One View of the Truth, and Revenue Discovery

Answer 7

Demand Generation

Question 8

Lead Nurturing Best Practices

RPM Journey involves five steps: Sales Pipeline, Demand Generation, _____, One View of the Truth, and Revenue Discovery

Answer 8

Lead Management

Question 9

Lead Nurturing Best Practices

RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, _____, and Revenue Discovery

Answer 9

One View of the Truth

Question 10

Lead Nurturing Best Practices

The concept of effective nurturing falls mostly in the Demand Generation phase of the RPM journey and a little in:

Answer 10

Lead Management

Question 11

Lead Nurturing Best Practices

Nurturing is taking action that helps to move a buyer from…

Answer 11

Point A to Point B in the buying cycle.

Question 12

Lead Nurturing Best Practices

_____ is taking action that helps to move a buyer from Point A to Point B in the buying cycle.

Answer 12

Nurturing.

Question 13

Lead Nurturing Best Practices

Nurturing is a _____ process.

Answer 13

Perpetual

Question 14

Lead Nurturing Best Practices

The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ___.

Answer 14

Purchase.

Question 15

Lead Nurturing Best Practices

The five phases in the buying cycle are ____, Learn, Evaluate, Justify, and Purchase.

Answer 15

Interest

Question 16

Lead Nurturing Best Practices

The five phases in the buying cycle are Interest, ____, Evaluate, Justify, and Purchase.

Answer 16

Learn

Question 17

Lead Nurturing Best Practices

The five phases in the buying cycle are Interest, Learn, ____, Justify, and Purchase.

Answer 17

Evaluate

Question 18

Lead Nurturing Best Practices

The five phases in the buying cycle are Interest, Learn, Evaluate, ____, and Purchase.

Answer 18

Justify

Question 19

Lead Nurturing Best Practices

The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ____.

Answer 19

Purchase

Question 20

Lead Nurturing Best Practices

Nurturing looks different at different points in the ….

Answer 20

Buyer’s journey.

Question 21

Lead Nurturing Best Practices

One of the keys to effective nurturing is to align campaigns to the….

Answer 21

Buyer’s journey.

Question 22

Lead Nurturing Best Practices

Why nurture? To increase leads, ____, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.

Answer 22

Minimize lost leads

Question 23

Lead Nurturing Best Practices

Why nurture? To increase leads, minimize lost leads, ______, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.

Answer 23

Create and maintain prospect engagement

Question 24

Lead Nurturing Best Practices

Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, _____, complete contact profile, and demonstrate thought leadership.

Answer 24

Measure the readiness of your prospects

Question 25

Lead Nurturing Best Practices

Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, _____, and demonstrate thought leadership.

Answer 25

Complete contact profile

Question 26

Lead Nurturing Best Practices

Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and ____.

Answer 26

Demonstrate thought leadership.

Question 27

Lead Nurturing Best Practices

Nurturing increases leads sent to sales by transforming leads from having questions about your product to….

Answer 27

… Having specific questions about technical specifications and pricing.

Question 28

Lead Nurturing Best Practices

In increasing leads sent to sales, nurturing turns your lead into a…

Answer 28

Sales-ready lead.

Question 29

Lead Nurturing Best Practices

Leads can be lost for many reasons, such as disinterest, mismatch of messaging to their needs, and…

Answer 29

Budget.

Question 30

Lead Nurturing Best Practices

Leads can be lost for many reasons, such as ____, mismatch of messaging to their needs, and budget

Answer 30

Disinterest

Question 31

Lead Nurturing Best Practices

Leads can be lost for many reasons, such as disinterest, ____, and budget

Answer 31

Mismatch of messaging to their needs.

Question 32

Lead Nurturing Best Practices

Effective nurturing can minimize lost leads through education and…

Answer 32

Increased awareness.

Question 33

Lead Nurturing Best Practices

Prospect engagement is key in keeping prospects in the funnel and…

Answer 33

Keeping your brand top-of-mind

Question 34

Lead Nurturing Best Practices

Prospect engagement is key in ______ and keeping your brand top-of-mind

Answer 34

Keeping prospects in the funnel

Question 35

Lead Nurturing Best Practices

If you measure the readiness of your prospects, you can:

Answer 35

Speed up or slow down the sales cycle for prospects who are more or less ready to buy.

Question 36

Lead Nurturing Best Practices

Why is nurturing an overused word?

Answer 36

Because it actually works.

Question 37

Lead Nurturing Best Practices

Nurturing should continually complete contact profiles, because complete profiles allow for effective…

Answer 37

Segmentation and targeting.

Question 38

Lead Nurturing Best Practices

Nurturing presents an opportunity to demonstrate credibility as an expert by….

Answer 38

Educating leads

Question 39

Lead Nurturing Best Practices

To demonstrate thought leadership, educate leads about 3 things:

Answer 39

Who are you? What does your organization do? How does this benefit me?

Question 40

Lead Nurturing Best Practices

Eloqua Benchmark Data from spring 2011 study shows what growth in inquiries when nurturing and when not nurturing?

Answer 40

6% growth in inquiries when not nurturing, 5% growth when nurturing

Question 41

Lead Nurturing Best Practices

Eloqua Benchmark Data from spring 2011 study shows what growth in LEAD generation when nurturing and when not nurturing?

Answer 41

-17% growth in leads when not nurturing, 4% growth when nurturing.

Question 42

Lead Nurturing Best Practices

When developing a lead nurturing program, you should always begin with…

Answer 42

Benchmarking and metrics.

Question 43

Lead Nurturing Best Practices

RPM is a continuous process of action and…

Answer 43

Analysis.

Question 44

Lead Nurturing Best Practices

RPM is a continuous process of ___ and analysis.

Answer 44

Action.

Question 45

Lead Nurturing Best Practices

Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, number of individuals in each campaign, and ____

Answer 45

Campaign engagement.

Question 46

Lead Nurturing Best Practices

Before beginning a lead nurturing campaign, benchmark _____ and ______, number of individuals in each campaign, and campaign engagement.

Answer 46

Total activated campaigns and email frequency

Question 47

Lead Nurturing Best Practices

Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, _____, and campaign engagement.

Answer 47

Number of individuals in each campaign

Question 48

Lead Nurturing Best Practices

When to check key lead nurturing metrics?

Answer 48

Start by checking monthly, and then go to quarterly.

Question 49

Lead Nurturing Best Practices

Part of applying Revenue Performance Management is to implement analysis at….

Answer 49

every stage before and after you take action.

Question 50

Lead Nurturing Best Practices

The best way to sell a success story is to….

Answer 50

Prove how far you have come.

Question 51

Lead Nurturing Best Practices

Campaign volume is defined as the total campaigns executed and _____

Answer 51

communication frequency.

Question 52

Lead Nurturing Best Practices

Campaign volume is defined as the ___________ and communication frequency.

Answer 52

Total campaigns executed

Question 53

Lead Nurturing Best Practices

What is a bonus metric of campaign volume?

Answer 53

% of campaigns leveraging automation.

Question 54

Lead Nurturing Best Practices

Campaign Reach is defined as the total and unique number of campaign members and the ______.

Answer 54

campaign members per campaign.

Question 55

Lead Nurturing Best Practices

Campaign Reach is defined as the ____ and the campaign members per campaign.

Answer 55

total and unique number of campaign members

Question 56

Lead Nurturing Best Practices

What direction should the total and unique number of campaign members be moving?

Answer 56

Up.

Question 57

Lead Nurturing Best Practices

What direction should the campaign members per campaign be moving?

Answer 57

Down.

Question 58

Lead Nurturing Best Practices

If you saw the total number of campaign members equal to 2000 and unique members equal 1000 this shows you that on average each of the individuals is….

Answer 58

In two campaigns.

Question 59

Lead Nurturing Best Practices

It is better to have ____ and _____ than to just have a few large campaigns running with more general messaging.

Answer 59

multiple smaller campaigns running and providing relevant messaging

Question 60

Lead Nurturing Best Practices

A campaign could have a large number of members and still provide a relevant, personalized experience by having dynamic content, checking shared filters to route individuals down the best communication path, and using _____.

Answer 60

activity based triggers.

Question 61

Lead Nurturing Best Practices

A campaign could have a large number of members and still provide a relevant, personalized experience by having ____, checking shared filters to route individuals down the best communication path, and using activity based triggers.

Answer 61

dynamic content

Question 62

Lead Nurturing Best Practices

A campaign could have a large number of members and still provide a relevant, personalized experience by having dynamic content, ____, and using activity based triggers.

Answer 62

checking shared filters to route individuals down the best communication path

Question 63

Lead Nurturing Best Practices

Campaign engagement metrics include all campaign activity and ____

Answer 63

Total number of campaign responders.

Question 64

Lead Nurturing Best Practices

Campaign engagement metrics include _____ and total number of campaign responders.

Answer 64

All campaign activity

Question 65

Lead Nurturing Best Practices

Campaign activity is….

Answer 65

any inbound activity on a campaign.

Question 66

Lead Nurturing Best Practices

Campaign response is a particular activity on a campaign that is designated as _______, for example, a _____

Answer 66

showing official interest in that campaign - for example, a form submit

Question 67

Lead Nurturing Best Practices

A campaign “hand raise” is a combination of activities and/or responses across multiple campaigns that are particularly relevant to….

Answer 67

demand conversion.

Question 68

Lead Nurturing Best Practices

A campaign “hand raise” is __________ that are particularly relevant to demand conversion.

Answer 68

a combination of activities and/or responses across multiple campaigns

Question 69

Lead Nurturing Best Practices

Hand raises are particularly important when setting up….

Answer 69

Lead scoring criteria.

Question 70

Lead Nurturing Best Practices

Hand raises represent…

Answer 70

Engagement that is worthy of a better lead score.

Question 71

Lead Nurturing Best Practices

What is a pre-defined pattern / combination of activities and responses that your team agrees to define as relevant to demand conversion?

Answer 71

A hand raise.

Question 72

Lead Nurturing Best Practices

Total number of campaign responses = number of new leads generated. True or false?

Answer 72

False.

Question 73

Lead Nurturing Best Practices

Naming conventions organize assets for easy retrieval, simplify reporting, and _____.

Answer 73

document internal knowledge.

Question 74

Lead Nurturing Best Practices

Naming conventions organize assets for easy retrieval, ________, and document internal knowledge.

Answer 74

simplify reporting

Question 75

Lead Nurturing Best Practices

Naming conventions _____, simplify reporting, and document internal knowledge.

Answer 75

organize assets for easy retrieval

Question 76

Lead Nurturing Best Practices

In reporting, can you filter based on naming conventions?

Answer 76

Yes.

Question 77

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.

Answer 77

source codes.

Question 78

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: ____, email groups, lists, forms, programs, campaigns, and source codes.

Answer 78

emails

Question 79

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: emails, ______, lists, forms, programs, campaigns, and source codes.

Answer 79

email groups

Question 80

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: emails, email groups, ____, forms, programs, campaigns, and source codes.

Answer 80

lists

Question 81

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: emails, email groups, lists, _____, programs, campaigns, and source codes.

Answer 81

forms,

Question 82

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, _____, campaigns, and source codes.

Answer 82

programs

Question 83

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, _____, and source codes.

Answer 83

campaigns

Question 84

Lead Nurturing Best Practices

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.

Answer 84

source codes.

Question 85

Lead Nurturing Best Practices

When developing a naming campaign, you should first develop a ___ for all your assets.

Answer 85

naming structure

Question 86

Lead Nurturing Best Practices

In conjunction with your asset naming conventions, you should establish a _____ for each asset area.

Answer 86

folder structure

Question 87

Lead Nurturing Best Practices

Naming convention components include _____, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and date.

Answer 87

campaign codes

Question 88

Lead Nurturing Best Practices

Naming convention components include campaign codes, _____, offer code, country code, fiscal code, theme code, business unit, product code, and date.

Answer 88

asset codes

Question 89

Lead Nurturing Best Practices

Naming convention components include campaign codes, asset codes, _____, country code, fiscal code, theme code, business unit, product code, and date.

Answer 89

offer code

Question 90

Lead Nurturing Best Practices

Naming convention components include campaign codes, asset codes, offer code, _______, fiscal code, theme code, business unit, product code, and date.

Answer 90

country code

Question 91

Lead Nurturing Best Practices

Naming convention components include campaign codes, asset codes, offer code, country code, ____, theme code, business unit, product code, and date.

Answer 91

fiscal code

Question 92

Lead Nurturing Best Practices

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, _____, business unit, product code, and date.

Answer 92

theme code

Question 93

Lead Nurturing Best Practices

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, ______, product code, and date.

Answer 93

business unit

Question 94

Lead Nurturing Best Practices

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, _____, and date.

Answer 94

product code

Question 95

Lead Nurturing Best Practices

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and ____.

Answer 95

date

Question 96

Lead Nurturing Best Practices

Are meta tags a good addition to your naming convention, and why?

Answer 96

Yes, because it means greater alignment between your assets and your website organization.

Question 97

Lead Nurturing Best Practices

In naming conventions what is a best practice for date?

Answer 97

To use a standard structure.

Question 98

Lead Nurturing Best Practices

Naming conventions help to streamline adoption of _______ and organization of assets across sales and marketing systems.

Answer 98

corporate standards

Question 99

Lead Nurturing Best Practices

Naming converntions help to streamline adoption of corporate standards and _________

Answer 99

organization of assets across sales and marketing systems.

Question 100

Lead Nurturing Best Practices

Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, Owner, and ___

Answer 100

YearMonth

Question 101

Lead Nurturing Best Practices

Eloqua’s campaign naming convention includes _____, Campaign Objective, Campaign Type, Topic, Owner, and YearMonth

Answer 101

Campaign Name

Question 102

Lead Nurturing Best Practices

Eloqua’s campaign naming convention includes Campaign Name, ____ ______, Campaign Type, Topic, Owner, and YearMonth

Answer 102

Campaign Objective

Question 103

Lead Nurturing Best Practices

Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, ____, Topic, Owner, and YearMonth

Answer 103

Campaign Type

Question 104

Lead Nurturing Best Practices

Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, ____, Owner, and YearMonth

Answer 104

Topic

Question 105

Lead Nurturing Best Practices

Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, ___, and YearMonth

Answer 105

Owner

Question 106

Lead Nurturing Best Practices

In Eloqua’s recent asset reorganization effort, what does the top level of foldering represent?

Answer 106

Core themes or major campaigns initiatives

Question 107

Lead Nurturing Best Practices

In Eloqua’s recent asset reorganization what are 4 examples of campaign goals?

Answer 107

Acquisition, acceleration, awareness, upsell.

Question 108

Lead Nurturing Best Practices

Two benefits of including campaign owner or campaign type in the naming convention are: Owners can find all their assets with an easy search, and ___

Answer 108

Reports can easily filter for specific campaign types or campaign owners.

Question 109

Lead Nurturing Best Practices

Two benefits of including campaign owner or campaign type in the naming convention are: ____, and reports can easily filter for specific campaign types or campaign owners.

Answer 109

Owners can find all their assets with an easy search.

Question 110

Lead Nurturing Best Practices

If you think about your _____ ahead of time, your naming convention will quickly become your best friend.

Answer 110

reporting needs.

Question 111

Lead Nurturing Best Practices

The power of search and filter are at your fingertips if you consistently implement a ___ company wide.

Answer 111

naming convention

Question 112

Lead Nurturing Best Practices

What tool helps generate consistent names for your assets?

Answer 112

A naming convention generator.

Question 113

Lead Nurturing Best Practices

What type of document is a naming convention generator and where can you find it?

Answer 113

An Excel spreadsheet, and you can find it on Topliners.

Question 114

Lead Nurturing Best Practices

Three keys to success for naming conventions are: 1. _____; 2. Build around YOUR business needs; 3. Include the most important pieces at the beginning.

Answer 114

Be consistent

Question 115

Lead Nurturing Best Practices

Three keys to success for naming conventions are: 1. Be consistent; 2. ______; 3. Include the most important pieces at the beginning.

Answer 115

Build around YOUR business needs

Question 116

Lead Nurturing Best Practices

Three keys to success for naming conventions are: 1. Be consistent; 2. Build around YOUR business needs; 3. ______

Answer 116

Include the most important pieces at the beginning.

Question 117

Lead Nurturing Best Practices

Why is it important to include the most important pieces at the beginning in your naming convention?

Answer 117

Because the full name may not always be visible on reporting or list view screens.

Question 118

Lead Nurturing Best Practices

There’s no right or wrong way when implementing naming conventions, you just have to be ____

Answer 118

consistent.

Question 119

Lead Nurturing Best Practices

When setting up your naming convention: 1. ____2.Define codes or abbreviations3.Decide on the order of the codes4.Configure generator to fit your needs5.Communicate, communicate, communicate

Answer 119

Choose components for naming convention

Question 120

Lead Nurturing Best Practices

1.Choose components for naming convention2. ______3.Decide on the order of the codes4.Configure generator to fit your needs5.Communicate, communicate, communicate

Answer 120

Define codes or abbreviations

Question 121

Lead Nurturing Best Practices

1.Choose components for naming convention2.Define codes or abbreviations3. _____4.Configure generator to fit your needs5.Communicate, communicate, communicate

Answer 121

Decide on the order of the codes

Question 122

Lead Nurturing Best Practices

1.Choose components for naming convention2.Define codes or abbreviations3.Decide on the order of the codes4. ______5.Communicate, communicate, communicate

Answer 122

Configure generator to fit your needs

Question 123

Lead Nurturing Best Practices

1.Choose components for naming convention2.Define codes or abbreviations3.Decide on the order of the codes4.Configure generator to fit your needs5. ______

Answer 123

Communicate, communicate, communicate

Question 124

Lead Nurturing Best Practices

Asset names cannot exceed

Answer 124

100 characters

Question 125

Lead Nurturing Best Practices

In Eloqua 9, if you are working with wireframe templates or themes, asset names are limited dto

Answer 125

50 characters

Question 126

Lead Nurturing Best Practices

4 steps to map a campaign strategy: ____, Content Audit, Channel Audit, Campaign Map

Answer 126

Persona Journey

Question 127

Lead Nurturing Best Practices

4 steps to map a campaign strategy: Persona Journey, ______, Channel Audit, Campaign Map

Answer 127

Content Audit

Question 128

Lead Nurturing Best Practices

4 steps to map a campaign strategy: Persona Journey, Content Audit, ______, Campaign Map

Answer 128

Channel Audit

Question 129

Lead Nurturing Best Practices

4 steps to map a campaign strategy: Persona Journey, Content Audit, Channel Audit, _______

Answer 129

Campaign Map

Question 130

Lead Nurturing Best Practices

What Eloqua University class covers Persona Journey?

Answer 130

RPM: Targeting and Segmentation

Question 131

Lead Nurturing Best Practices

The persona journey informs how we audit our ______ and our _____

Answer 131

content and our channels.

Question 132

Lead Nurturing Best Practices

Everything we do when it comes to campaigns needs to come back to the ______

Answer 132

Buyer’s Journey

Question 133

Lead Nurturing Best Practices

The persona journey asks four questions at each stage of the Buyer’s Journey: 1. _______ 2. What questions is your persona asking? 3. Key Messages and Value Propositions 4. List offers the persona is most likely to respond to

Answer 133

What is your persona’s motivation?

Question 134

Lead Nurturing Best Practices

The persona journey asks four questions at each stage of the Buyer’s Journey: 1. What is your persona’s motivation? 2. ______ 3. Key Messages and Value Propositions 4. List offers the persona is most likely to respond to

Answer 134

What questions is your persona asking?

Question 135

Lead Nurturing Best Practices

The persona journey asks four questions at each stage of the Buyer’s Journey: 1. What is your persona’s motivation? 2. What questions is your persona asking? 3. 4. List offers the persona is most likely to respond to

Answer 135

Key Messages and Value Propositions

Question 136

Lead Nurturing Best Practices

The persona journey asks four questions at each stage of the Buyer’s Journey: 1. What is your persona’s motivation? 2. What questions is your persona asking? 3. Key Messages and Value Propositions 4. _______

Answer 136

List offers the persona is most likely to respond to

Question 137

Lead Nurturing Best Practices

We use the questions we asked during the Persona Journey to inform our ____

Answer 137

content audit.

Question 138

Lead Nurturing Best Practices

How much time do B2B buyers spend each day consuming content?

Answer 138

61% of B2B buyers spend an hour or more each day consuming content, according to a recent ITSMA study.

Question 139

Lead Nurturing Best Practices

3 questions asked during a content audit: What content do I have that is ready to use? What content can I re-purpose? _____.

Answer 139

What content is missing?

Question 140

Lead Nurturing Best Practices

3 questions asked during a content audit: What content do I have that is ready to use? _______ What content is missing?

Answer 140

What content can I re-purpose?

Question 141

Lead Nurturing Best Practices

3 questions asked during a content audit: ______ What content can I re-purpose? What content is missing?

Answer 141

What content do I have that is ready to use?

Question 142

Lead Nurturing Best Practices

It is best practice to align your content audit to the _______.

Answer 142

buyer’s journey.

Question 143

Lead Nurturing Best Practices

Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer’s journey; (2) More content than you thought; (3) Old content; (4) ______.

Answer 143

Too much or too little content about certain pain points.

Question 144

Lead Nurturing Best Practices

Discoveries you might make by completing a content audit: (1) ____; (2) More content than you thought; (3) Old content; (4) Too much or too little content about certain pain points.

Answer 144

Uneven distribution of content across the buyer’s journey

Question 145

Lead Nurturing Best Practices

Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer’s journey; (2) ______; (3) Old content; (4) Too much or too little content about certain pain points.

Answer 145

More content than you thought

Question 146

Lead Nurturing Best Practices

Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer’s journey; (2) More content than you thought; (3) _____; (4) Too much or too little content about certain pain points.

Answer 146

Old content

Question 147

Lead Nurturing Best Practices

Content Audit Steps: (1) _______; (2) Align content types to buyer’s journey; (3) Brainstorm content for each phase of the journey.

Answer 147

Brainstorm content types

Question 148

Lead Nurturing Best Practices

Content Audit Steps: (1) Brainstorm content types; (2) ______; (3) Brainstorm content for each phase of the journey.

Answer 148

Align content types to buyer’s journey

Question 149

Lead Nurturing Best Practices

Content Audit Steps: (1) Brainstorm content types; (2) Align content types to buyer’s journey; (3) ________.

Answer 149

Brainstorm content for each phase of the journey

Question 150

Lead Nurturing Best Practices

Places you have content as a company, such as your corporate blog and white papers, are:

Answer 150

Content types.

Question 151

Lead Nurturing Best Practices

Content types are….

Answer 151

Places you have content as a company, such as your corporate blog and white papers

Question 152

Lead Nurturing Best Practices

Company website, toll free number, customer references, industry awards, features/benefits sheets are all examples of….

Answer 152

Content types.

Question 153

Lead Nurturing Best Practices

Is third-party material an example of a content type that can be used in effective nurturing?

Answer 153

Yes.

Question 154

Lead Nurturing Best Practices

Search begins at the ____ stage of the buying cycle.

Answer 154

Interest

Question 155

Lead Nurturing Best Practices

Solutions are identified at the ____ stage of the buying cycle.

Answer 155

Learn

Question 156

Lead Nurturing Best Practices

Solutions are evaluated against needs at the ____ stage of the buying cycle.

Answer 156

Evaluate

Question 157

Lead Nurturing Best Practices

A short list is assembled at the _____ stage of the buying cycle.

Answer 157

Justify

Question 158

Lead Nurturing Best Practices

A selection is made at the ____ stage of the buying cycle.

Answer 158

Purchase.

Question 159

Lead Nurturing Best Practices

Will some content types be relevant at more than one stage in the buyer’s journey?

Answer 159

Yes.

Question 160

Lead Nurturing Best Practices

In a content audit, if a content type is important at more than one stage of the funnel, what should you do?

Answer 160

List it more than once.

Question 161

Lead Nurturing Best Practices

Tip: Start with a content audit based on the buying cycle. Later you can break it down with a content audit _____.

Answer 161

specific to a segment or persona.

Question 162

Lead Nurturing Best Practices

Tip: Start with a content audit _______. Later you can break it down with a content audit specific to a segment or persona.

Answer 162

based on the buying cycle.

Question 163

Lead Nurturing Best Practices

During a content audit, for each stage of the buying cycle you should brainstorm: (1) ____; (2) content types; (3) specific content.

Answer 163

questions

Question 164

Lead Nurturing Best Practices

During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) _____; (3) specific content.

Answer 164

content types

Question 165

Lead Nurturing Best Practices

During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) content types; (3) ______.

Answer 165

specific content

Question 166

Lead Nurturing Best Practices

During a content audit, for each phase in the buyer’s journey you identify content that matches the ____ and the ____.

Answer 166

questions and the content types.

Question 167

Lead Nurturing Best Practices

It is useful to classify your content in a Content Audit according to: (1) _____; (2) Buying stage; (3) Publication date; (4) Intended persona

Answer 167

Content format

Question 168

Lead Nurturing Best Practices

It is useful to classify your content in a Content Audit according to: (1) Content format; (2) ______; (3) Publication date; (4) Intended persona

Answer 168

Buying stage

Question 169

Lead Nurturing Best Practices

It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) ______; (4) Intended persona

Answer 169

Publication date

Question 170

Lead Nurturing Best Practices

It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) Publication date; (4) _____

Answer 170

Intended persona

Question 171

Lead Nurturing Best Practices

Where is there a template for a content audit / inventory?

Answer 171

In the Excel Campaign Tools document with the RPM Effective Lead Nurturing course.

Question 172

Lead Nurturing Best Practices

Where can you find a visual look at content types aligned to the buyer’s journey?

Answer 172

Eloqua’s Content Grid v 2

Question 173

Lead Nurturing Best Practices

In a channel audit, you determine _____.

Answer 173

how the content is delivered.

Question 174

Lead Nurturing Best Practices

A __________ is used to determine how the content is delivered.

Answer 174

channel audit

Question 175

Lead Nurturing Best Practices

In a channel audit, you consider: (1) ________; (2) are there other channels that might be a good investment? (3) how do the channels align to the buyer’s journey?

Answer 175

what channels you currently use

Question 176

Lead Nurturing Best Practices

In a channel audit, you consider: (1) what channels you currently use; (2) _________ (3) how do the channels align to the buyer’s journey?

Answer 176

are there other channels that might be a good investment?

Question 177

Lead Nurturing Best Practices

In a channel audit, you consider: (1) what channels you currently use; (2) are there other channels that might be a good investment? (3) _________

Answer 177

how do the channels align to the buyer’s journey?

Question 178

Lead Nurturing Best Practices

Search, Newsletter, Email, Telemarketing are all examples of….

Answer 178

Channels

Question 179

Lead Nurturing Best Practices

Website, Blog, Tradeshows, Speaker Engagements are all examples of….

Answer 179

Channels

Question 180

Lead Nurturing Best Practices

Advertising, Social are examples of….

Answer 180

Channels

Question 181

Lead Nurturing Best Practices

_____ can be a particularly important channel in the top of the buyer’s journey.

Answer 181

Search

Question 182

Lead Nurturing Best Practices

At the ______ stage, the contact is not sure who you are and is not savvy about where to find information.

Answer 182

Search

Question 183

Lead Nurturing Best Practices

You might say that Search and Justify go hand in hand because…

Answer 183

many people start searching for detailed comparisons and testimonials at the Justify page.

Question 184

Lead Nurturing Best Practices

The key with Sales calls is…

Answer 184

to make sure they don’t come too early in the journey.

Question 185

Lead Nurturing Best Practices

You want the Sales call to be seen as ______ and not as something to avoid.

Answer 185

“just in time.”

Question 186

Lead Nurturing Best Practices

Email is a great channel at….

Answer 186

every phase of the buyer’s journey.

Question 187

Lead Nurturing Best Practices

For every stage of the buying cycle, a “big picture” content audit includes (1)_____; (2) content types; (3) experience channels.

Answer 187

questions

Question 188

Lead Nurturing Best Practices

For every stage of the buying cycle, a “big picture” content audit includes (1) questions; (2) ______; (3) experience channels.

Answer 188

content types

Question 189

Lead Nurturing Best Practices

For every stage of the buying cycle, a “big picture” content audit includes (1) questions; (2) content types; (3) ______

Answer 189

experience channels.

Question 190

Lead Nurturing Best Practices

Use your _____ to help you define and document which of your current content speaks to your prospects, leads, and customers based on where they are in their journey.

Answer 190

Personas

Question 191

Lead Nurturing Best Practices

If you know the _____, the _____ and the _______ ahead of time, mapping out campaigns that make sense and does not overlap becomes a much easier task.

Answer 191

the persona, the content and the channel

Question 192

Lead Nurturing Best Practices

A ______ can be used to consistently welcome new people into your database.

Answer 192

Welcome Campaign

Question 193

Lead Nurturing Best Practices

A Welcome Campaign is used to….

Answer 193

consistently welcome new people into your database.

Question 194

Lead Nurturing Best Practices

A _______ can be used to improve new customer satisfaction

Answer 194

New Customer Onboarding campaign

Question 195

Lead Nurturing Best Practices

A New Customer Onboarding campaign is used to….

Answer 195

improve new customer satisfiaction.

Question 196

Lead Nurturing Best Practices

A Campaign Map is used to….

Answer 196

Plan nurture campaigns according to the phase of the buyer’s journey.

Question 197

Lead Nurturing Best Practices

A ________ is used to plan nurture campaigns according to the phase of the buyer’s journey.

Answer 197

campaign map

Question 198

Lead Nurturing Best Practices

The three rows on a Campaign Map are:

Answer 198

Stage, Campaign, Goal.

Question 199

Lead Nurturing Best Practices

There will be individuals who skip over campaigns because _________ or because they are fast tracked to sales.

Answer 199

they are not relevant

Question 200

Lead Nurturing Best Practices

There will be individuals who skip over campaigns because they are not relevant or because _________

Answer 200

they are fast tracked to sales.

Question 201

Lead Nurturing Best Practices

To make the Campaign Map grid even more robust, add a fourth row to include bullet points for…..

Answer 201

Campaign messaging.

Question 202

Lead Nurturing Best Practices

To create a campaign map, you: (1) ________; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

Answer 202

List current, active campaigns

Question 203

Lead Nurturing Best Practices

To create a campaign map, you: (1) List current, active campaigns; (2) ________; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

Answer 203

Align to buyer’s journey

Question 204

Lead Nurturing Best Practices

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) _________; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

Answer 204

Fill in touches, duration and capture goal for each campaign

Question 205

Lead Nurturing Best Practices

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) ________; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

Answer 205

Locate the highest priority gap(s) in your campaign map

Question 206

Lead Nurturing Best Practices

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) ________; (6) Outline this quarter’s campaigns.

Answer 206

Set a quarterly goal for new campaign activations

Question 207

Lead Nurturing Best Practices

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) ________.

Answer 207

Outline this quarter’s campaigns

Question 208

Lead Nurturing Best Practices

Enterprise-size clients will end up having multiple campaign maps, usually by _____ or by ______.

Answer 208

by segment or by persona.

Question 209

Lead Nurturing Best Practices

Is the buyer’s journey one-way?

Answer 209

No. Leads are rejected, or opportunities stall or become lost and need to come back to marketing for nurturing.

Question 210

Lead Nurturing Best Practices

What are the two ways of recycling leads?

Answer 210

Active Recycle and Passive Recycle

Question 211

Lead Nurturing Best Practices

A lead is actively recycled when….

Answer 211

A sales person actively rejects a lead.

Question 212

Lead Nurturing Best Practices

A lead is passively recycled when….

Answer 212

The lead becomes inactive.

Question 213

Lead Nurturing Best Practices

Does a campaign map need to have paths for both active and passive recycles?

Answer 213

Yes.

Question 214

Lead Nurturing Best Practices

In recycling leads, what is it important to make sure of?

Answer 214

That the leads are not being pushed back into campaigns they have already been through.

Question 215

Lead Nurturing Best Practices

For active recycles it is a best practice to require Sales to give you….

Answer 215

a reason or reason code for why they are rejecting the lead.

Question 216

Lead Nurturing Best Practices

To help a rejected lead become sales ready again, you need to address ______

Answer 216

the concerns or obstacles that are currently slowing the lead down.

Question 217

Lead Nurturing Best Practices

The recycle process involves 4 steps: (1) communicate with Sales; (2) ______; (3) based on reason codes, draw the paths for active and passive recycles; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

Answer 217

establish a list of reason codes;

Question 218

Lead Nurturing Best Practices

The recycle process involves 4 steps: (1) ______; (2) establish a list of reason codes; (3) based on reason codes, draw the paths for active and passive recycles; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

Answer 218

communicate with Sales

Question 219

Lead Nurturing Best Practices

The recycle process involves 4 steps: (1) communicate with Sales; (2) establish a list of reason codes; (3) ______; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

Answer 219

based on reason codes, draw the paths for active and passive recycles

Question 220

Lead Nurturing Best Practices

The recycle process involves 4 steps: (1) communicate with Sales; (2) establish a list of reason codes; (3) based on reason codes, draw the paths for active and passive recycles; (4) _______.

Answer 220

regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

Question 221

Lead Nurturing Best Practices

You should regularly check lead recycle campaigns for ______ and ______ of the recycled leads.

Answer 221

Engagement level and lead score.

Question 222

Lead Nurturing Best Practices

Managing recycled leads is covered in the Eloqua University _____ class.

Answer 222

RPM: Lead Quality

Question 223

Lead Nurturing Best Practices

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) _____; (2) See if you are passing too many leads; (3) See if the leads are not qualified; (4) Remove obstacles

Answer 223

Talk to Sales!

Question 224

Lead Nurturing Best Practices

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) ______; (3) See if the leads are not qualified; (4) Remove obstacles

Answer 224

See if you are passing too many leads

Question 225

Lead Nurturing Best Practices

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) See if you are passing too many leads; (3) ________; (4) Remove obstacles

Answer 225

See if the leads are not qualified

Question 226

Lead Nurturing Best Practices

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) See if you are passing too many leads; (3) See if the leads are not qualified; (4) ________.

Answer 226

Remove obstacles

Question 227

Lead Nurturing Best Practices

A consistent reason code used for active recycles may show you…

Answer 227

…An obstacle that needs to be addressed with an automated nurture program.

Question 228

Lead Nurturing Best Practices

Two additions you can make to your Campaign Map based on Buying Cycle are: (1) ______; (2) Awareness Campaigns such as newsletters.

Answer 228

Campaigns and processes for recycled leads

Question 229

Lead Nurturing Best Practices

Two additions you can make to your Campaign Map based on Buying Cycle are: (1) Campaigns and processes for recycled leads; (2) ________.

Answer 229

Awareness Campaigns such as newsletters.

Question 230

Lead Nurturing Best Practices

When setting up campaigns and processes for recycled leads, it is important to remember that….

Answer 230

active and passive recycles are different and you will need different processes for each.

Question 231

Lead Nurturing Best Practices

A monthly or quarterly newsletter may exist…

Answer 231

in parallel to your other nurture campaigns.

Question 232

Lead Nurturing Best Practices

If there is any chance that your someone can be in both your nurture campaigns and a newsletter campaign….

Answer 232

then your newsletter campaign should have content that is different than your nurture campaigns.

Question 233

Lead Nurturing Best Practices

The big picture campaign strategy includes (1) _____, (2) content audit, (3) channel audit, (4) campaign map.

Answer 233

persona journey

Question 234

Lead Nurturing Best Practices

The big picture campaign strategy includes (1) persona journey, (2) _____, (3) channel audit, (4) campaign map.

Answer 234

content audit

Question 235

Lead Nurturing Best Practices

The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) ____, (4) campaign map.

Answer 235

channel audit

Question 236

Lead Nurturing Best Practices

The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) channel audit, (4) ______.

Answer 236

campaign map

Question 237

Lead Nurturing Best Practices

A campaign tactical plan includes: (1) ______; (2) Execution Checklist; (3) Map Campaign Flow; (4) Automation Opportunities.

Answer 237

Campaign Planning Guide

Question 238

Lead Nurturing Best Practices

A campaign tactical plan includes: (1) Campaign Planning Guide; (2) ______; (3) Map Campaign Flow; (4) Automation Opportunities.

Answer 238

Execution Checklist

Question 239

Lead Nurturing Best Practices

A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) _______; (4) Automation Opportunities.

Answer 239

Map Campaign Flow

Question 240

Lead Nurturing Best Practices

A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) Map Campaign Flow; (4) ______.

Answer 240

Automation Opportunities

Question 241

Lead Nurturing Best Practices

The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) compelling offer; (5) _____.

Answer 241

integrated tactics.

Question 242

Lead Nurturing Best Practices

The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) _______; (5) integrated tactics.

Answer 242

compelling offer

Question 243

Lead Nurturing Best Practices

The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) ______; (4) compelling offer; (5) integrated tactics.

Answer 243

relevant message

Question 244

Lead Nurturing Best Practices

The five elements of a tactical campaign plan are: (1) campaign goal; (2) ______; (3) relevant message; (4) compelling offer; (5) integrated tactics.

Answer 244

target audience

Question 245

Lead Nurturing Best Practices

The five elements of a tactical campaign plan are: (1) _______; (2) target audience; (3) relevant message; (4) compelling offer; (5) integrated tactics.

Answer 245

campaign goal

Question 246

Lead Nurturing Best Practices

Two questions to ask about integrated campaign tactics are: (1) ________?; (2) Have we matched the channel to the persona who aligns with your target audience?

Answer 246

What is the channel for our message and content?

Question 247

Lead Nurturing Best Practices

Two questions to ask about integrated campaign tactics are: (1) What is the channel for our message and content? (2) ________?

Answer 247

Have we matched the channel to the persona who aligns with your target audience?

Question 248

Lead Nurturing Best Practices

A Tactical Campaign Plan defines…

Answer 248

each integrated element of your campaign.

Question 249

Lead Nurturing Best Practices

In creating a Tactical Campaign Plan, it’s important to define the goals, budget, risks, and ___ as early as possible in the planning process.

Answer 249

assumptions

Question 250

Lead Nurturing Best Practices

In creating a Tactical Campaign Plan, it’s important to define the ___, budget, risks, and assumptions as early as possible in the planning process.

Answer 250

goals

Question 251

Lead Nurturing Best Practices

In creating a Tactical Campaign Plan, it’s important to define the goals, ___, risks, and assumptions as early as possible in the planning process.

Answer 251

budget

Question 252

Lead Nurturing Best Practices

In creating a Tactical Campaign Plan, it’s important to define the goals, budget, ___, and assumptions as early as possible in the planning process.

Answer 252

risks

Question 253

Lead Nurturing Best Practices

In creating a Tactical Campaign Plan, when is it important to define the goals, budget, risks, and assumptions?

Answer 253

As early as possible in the planning process.

Question 254

Lead Nurturing Best Practices

When does setting campaign goals happen?

Answer 254

When you are creating your campaign map.

Question 255

Lead Nurturing Best Practices

What resource does Eloqua offer for tactical campaign planning?

Answer 255

A Campaign Planning Guide Template.

Question 256

Lead Nurturing Best Practices

What are the 3 things in the first section of the Campaign Planning Guide Template?

Answer 256

The campaign description, campaign goals, and target tactical results.

Question 257

Lead Nurturing Best Practices

What is a good goal for a welcome campaign?

Answer 257

Collect enough information so we can segment for future nurturing.

Question 258

Lead Nurturing Best Practices

The communication effectiveness pyramid has four stages: (1) ______, (2) segment; (3) one to one; (4) right time right message.

Answer 258

batch and blast

Question 259

Lead Nurturing Best Practices

The communication effectiveness pyramid has four stages: (1) batch and blast, (2)______; (3) one to one; (4) right time right message.

Answer 259

segment

Question 260

Lead Nurturing Best Practices

The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) _______; (4) right time right message.

Answer 260

one to one

Question 261

Lead Nurturing Best Practices

The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) one to one; (4) _______.

Answer 261

right time right message.

Question 262

Lead Nurturing Best Practices

If you have built personas and are using segments, you fall into the ______ level of the communication effectiveness pyramid.

Answer 262

segment

Question 263

Lead Nurturing Best Practices

Are there times when it is not appropriate to aim for right-time, right-message communication?

Answer 263

Yes. There are times when you need to broadcast out to a large group.

Question 264

Lead Nurturing Best Practices

Is there a section for target audience in the Campaign Planning Guide?

Answer 264

Yes.

Question 265

Lead Nurturing Best Practices

What is it a good idea to do in the Target Audience section of your Campaign Planning Guide?

Answer 265

Pre-fill with your most commonly used segments for ease of use.

Question 266

Lead Nurturing Best Practices

What are three categories of segments?

Answer 266

Region, Industry, Persona

Question 267

Lead Nurturing Best Practices

Three types of buyer persona are: ______, Influencer, Technical Buyer.

Answer 267

Executive Buyer

Question 268

Lead Nurturing Best Practices

Three types of buyer persona are: Executive Buyer, _____, Technical Buyer.

Answer 268

Influencer

Question 269

Lead Nurturing Best Practices

Three types of buyer persona are: Executive Buyer, Influencer, ______.

Answer 269

Technical Buyer

Question 270

Lead Nurturing Best Practices

Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) ________

Answer 270

Phase in Buyer’s Journey

Question 271

Lead Nurturing Best Practices

Five ways a message can be relevant are: (1) _____; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) Phase in Buyer’s Journey

Answer 271

Interest

Question 272

Lead Nurturing Best Practices

Five ways a message can be relevant are: (1) Interest; (2) _____; (3) Pain Points; (4) Vertical; (5) Phase in Buyer’s Journey

Answer 272

Responsibilities

Question 273

Lead Nurturing Best Practices

Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) ______; (4) Vertical; (5) Phase in Buyer’s Journey

Answer 273

Pain Points

Question 274

Lead Nurturing Best Practices

Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) _____; (5) Phase in Buyer’s Journey

Answer 274

Vertical

Question 275

Lead Nurturing Best Practices

Part of providing a relevant campaign message is spreading the message out over the _________ with the right _____

Answer 275

the right number of touches with the right timing between.

Question 276

Lead Nurturing Best Practices

The Eloqua Benchmark study found that the most effective campaigns have an average of ….

Answer 276

4 touches.

Question 277

Lead Nurturing Best Practices

Eloqua found that what percentage of companies checked for frequency before sending emails?

Answer 277

Fewer than 15%.

Question 278

Lead Nurturing Best Practices

Eloqua found that fewer than 15 percent of companies checked for frequency before….

Answer 278

Sending emails.

Question 279

Lead Nurturing Best Practices

The most effective B2B campaigns had ____ days between touches and averaged ___ days in length.

Answer 279

10 days between touches, averaging 40 days in length.

Question 280

Lead Nurturing Best Practices

The most effective B2C campaigns had ____ days between touches, more frequent in _____ half of the campaign.

Answer 280

3-8 days between touches, more frequent in front half of the campaign.

Question 281

Lead Nurturing Best Practices

Five offer goals are: (1) ______; (2) have a good perceived value; (3) be practical; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.

Answer 281

fulfill a perceived need

Question 282

Lead Nurturing Best Practices

Five offer goals are: (1) fulfill a perceived need; (2) ______ (3) be practical; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.

Answer 282

have a good perceived value;

Question 283

Lead Nurturing Best Practices

Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) _____; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.

Answer 283

be practical

Question 284

Lead Nurturing Best Practices

Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) be practical; (4) ______; (5) have a clear connection to the brand.

Answer 284

be appropriately aligned to the customer

Question 285

Lead Nurturing Best Practices

Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) be practical; (4) be appropriately aligned to the customer; (5) _____

Answer 285

have a clear connection to the brand.

Question 286

Lead Nurturing Best Practices

In almost every campaign you want the lead to….

Answer 286

do something.

Question 287

Lead Nurturing Best Practices

The subtext of a campaign action is: Give us ______ so we can sell more effectively!

Answer 287

more information about you

Question 288

Lead Nurturing Best Practices

The subtext of a campaign action is: Give us more information about you so we can ______!

Answer 288

sell more effectively

Question 289

Lead Nurturing Best Practices

The Content Assets section of your campaign plan focuses on the ____ and ___.

Answer 289

message and content.

Question 290

Lead Nurturing Best Practices

At the Tactical Campaign Plan stage, if you are not sure what content to use, look back to your ______

Answer 290

Content Audit.

Question 291

Lead Nurturing Best Practices

The four columns under Content Assets in your Tactical Campaign Plan are _____, Asset Type, New or Existing, and Location.

Answer 291

Asset Name

Question 292

Lead Nurturing Best Practices

The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, _____, New or Existing, and Location.

Answer 292

Asset Type

Question 293

Lead Nurturing Best Practices

The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, _____, and Location.

Answer 293

New or Existing

Question 294

Lead Nurturing Best Practices

The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, New or Existing, and ____.

Answer 294

Location.

Question 295

Lead Nurturing Best Practices

Another way to describe integrated tactics is….

Answer 295

Channel variety.

Question 296

Lead Nurturing Best Practices

You can increase the effectiveness of your campaign by using channels that are appropriate for the _____ AND for the message AND for the target audience.

Answer 296

stage in the buyer’s journey

Question 297

Lead Nurturing Best Practices

You can increase the effectiveness of your campaign by using channels that are appropriate for the stage in the buyer’s journey AND for the ____ AND for the target audience.

Answer 297

message

Question 298

Lead Nurturing Best Practices

You can increase the effectiveness of your campaign by using channels that are appropriate for the stage in the buyer’s journey AND for the message AND for the _____.

Answer 298

target audience.

Question 299

Lead Nurturing Best Practices

If I am at the tradeshow and trying to find the session I signed up for, a _____ is helpful.

Answer 299

text with the room and floor

Question 300

Lead Nurturing Best Practices

Adding voicemail and email from a teleprospecting rep did what to response rates to marketing emails?

Answer 300

Improved them by 17%.

Question 301

Lead Nurturing Best Practices

Do teleprospecting reps make cold calls or follow up scored leads?

Answer 301

Follow up on scored leads.

Question 302

Lead Nurturing Best Practices

Define outbound communications.

Answer 302

Marketing reaching out to communicate with a contact.

Question 303

Lead Nurturing Best Practices

Define inbound communication.

Answer 303

Potential buyers finding you on their own.

Question 304

Lead Nurturing Best Practices

What was one of the most effective channels to communicate with executives about upcoming trade shows?

Answer 304

Direct mail.

Question 305

Lead Nurturing Best Practices

Many companies are taking a wait-and-see attitude about which new social player?

Answer 305

Pinterest.

Question 306

Lead Nurturing Best Practices

______ are what rule Pinterest.

Answer 306

Visuals.

Question 307

Lead Nurturing Best Practices

For B2B brands, _____ represent the kind of high-profile visual content that rules on Pinterest.

Answer 307

Infographics.

Question 308

Lead Nurturing Best Practices

Do infographics on Pinterest have to be your own?

Answer 308

No.

Question 309

Lead Nurturing Best Practices

____ are a highly effective way of communicating data in a clear and concise manner.

Answer 309

Charts.

Question 310

Lead Nurturing Best Practices

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) ______; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Answer 310

Identify Outbound campaign channels

Question 311

Lead Nurturing Best Practices

Six steps in identifying your campaign tactics in the campaign planning guide: (1) _____; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Answer 311

Identify Inbound campaign channels

Question 312

Lead Nurturing Best Practices

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) ______; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Answer 312

Determine the right mix

Question 313

Lead Nurturing Best Practices

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) ______; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Answer 313

Determine the message for each channel

Question 314

Lead Nurturing Best Practices

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) ; (6) Optimize based on metrics

Answer 314

Measure effectiveness of each channel

Question 315

Lead Nurturing Best Practices

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) _____.

Answer 315

Optimize based on metrics.

Question 316

Lead Nurturing Best Practices

Three goals of using a variety of channels in your campaign are: (1) matching channel to buyer’s journey (2) matching content to _____ (3) matching channel to target audience

Answer 316

appropriate channel

Question 317

Lead Nurturing Best Practices

Three goals of using a variety of channels in your campaign are: (1) matching channel to _____ (2) matching content to appropriate channel (3) matching channel to target audience

Answer 317

buyer’s journey

Question 318

Lead Nurturing Best Practices

Three goals of using a variety of channels in your campaign are: (1) matching channel to buyer’s journey (2) matching content to appropriate channel (3) matching channel to ______.

Answer 318

target audience.

Question 319

Lead Nurturing Best Practices

Four steps to assess one of your existing campaigns are: (1) ______ (2) rate each of the five areas; (3) choose one area for improvement; (4) benchmark before and after.

Answer 319

choose a campaign to assess;

Question 320

Lead Nurturing Best Practices

Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) _______ (3) choose one area for improvement; (4) benchmark before and after.

Answer 320

rate each of the five areas;

Question 321

Lead Nurturing Best Practices

Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) rate each of the five areas; (3) _____; (4) benchmark before and after.

Answer 321

choose one area for improvement

Question 322

Lead Nurturing Best Practices

Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) rate each of the five areas; (3) choose one area for improvement; (4) ____

Answer 322

benchmark before and after.

Question 323

Lead Nurturing Best Practices

The five areas of a successful campaign are:

Answer 323

Goal, Audience, Message, Offer, Tactics.

Question 324

Lead Nurturing Best Practices

The resources to assess in your reality check are: (1) ____, (2) process, (3) technology, (4) content, (5) offers, (6) communication channels.

Answer 324

people

Question 325

Lead Nurturing Best Practices

The resources to assess in your reality check are: (1) people, (2) ____, (3) technology, (4) content, (5) offers, (6) communication channels.

Answer 325

process

Question 326

Lead Nurturing Best Practices

The resources to assess in your reality check are: (1) people, (2) process, (3) _____, (4) content, (5) offers, (6) communication channels.

Answer 326

technology

Question 327

Lead Nurturing Best Practices

The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) ____, (5) offers, (6) communication channels.

Answer 327

content

Question 328

Lead Nurturing Best Practices

The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) ____, (6) communication channels.

Answer 328

offers

Question 329

Lead Nurturing Best Practices

The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) offers, (6) ______.

Answer 329

communication channels

Question 330

Lead Nurturing Best Practices

The first step in successful campaign execution is governance and internal standards, such as getting _____ and _____ for campaigns.

Answer 330

Approval and signoff for campaigns.

Question 331

Lead Nurturing Best Practices

The second step in successful campaign execution is to identify _____ involved.

Answer 331

Stakeholders and key people, including partners.

Question 332

Lead Nurturing Best Practices

The third step in campaign execution is to gain ______

Answer 332

approvals.

Question 333

Lead Nurturing Best Practices

How do you request approval or submit feedback if a campaign is not working?

Answer 333

Through a communication plan.

Question 334

Lead Nurturing Best Practices

A training plan can cover things like….

Answer 334

How you use the naming convention and how you use the naming generator.

Question 335

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) ____; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

Answer 335

governance

Question 336

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2)____; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

Answer 336

stakeholders

Question 337

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) ____; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

Answer 337

approvals

Question 338

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) _____; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

Answer 338

communication plan

Question 339

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) ____; (6) checklists; (7) process to execute; (8) testing; (9) launch

Answer 339

training plan

Question 340

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) _____; (7) process to execute; (8) testing; (9) launch

Answer 340

checklists

Question 341

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) _____; (8) testing; (9) launch

Answer 341

process to execute

Question 342

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) ____; (9) launch

Answer 342

testing

Question 343

Lead Nurturing Best Practices

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) ____

Answer 343

launch

Question 344

Lead Nurturing Best Practices

To ensure your campaign is executed flawlessly every time, use a _____

Answer 344

checklist.

Question 345

Lead Nurturing Best Practices

A checklist documents critical items that must be…

Answer 345

checked EVERY TIME prior to a campaign launch.

Question 346

Lead Nurturing Best Practices

If you work for a large enterprise organization you might need to have ____ and ____ sign off before you launch a campaign.

Answer 346

branding and legal

Question 347

Lead Nurturing Best Practices

A campaign checklist is VERY _____

Answer 347

tactical.

Question 348

Lead Nurturing Best Practices

As you brainstorm for your checklist, think about: (1) _____; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test

Answer 348

match content and strategy to audience

Question 349

Lead Nurturing Best Practices

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) _____; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test

Answer 349

check for relevance

Question 350

Lead Nurturing Best Practices

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) _____; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test

Answer 350

confirm timing

Question 351

Lead Nurturing Best Practices

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) ______; (5) align with internal standards; (6) gain necessary approvals; (7) test

Answer 351

comply with governance

Question 352

Lead Nurturing Best Practices

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) _____; (6) gain necessary approvals; (7) test

Answer 352

align with internal standards

Question 353

Lead Nurturing Best Practices

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) ____; (7) test

Answer 353

gain necessary approvals

Question 354

Lead Nurturing Best Practices

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) ____

Answer 354

test.

Question 355

Lead Nurturing Best Practices

5 welcome campaign tips: (1) _____; (2) restate value proposition; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) automate

Answer 355

send within 24 hours of introduction;

Question 356

Lead Nurturing Best Practices

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) _____; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) automate

Answer 356

restate value proposition

Question 357

Lead Nurturing Best Practices

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) ______; (4) include calls to action / special offers; (5) automate

Answer 357

set yourself up for future communication

Question 358

Lead Nurturing Best Practices

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) set yourself up for future communication; (4) ______; (5) automate

Answer 358

include calls to action / special offers

Question 359

Lead Nurturing Best Practices

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) ____

Answer 359

automate

Question 360

Lead Nurturing Best Practices

When should a welcome campaign begin?

Answer 360

Within 24 hours of introduction.

Question 361

Lead Nurturing Best Practices

To build a best in class Welcome Campaign, take the E10 class called….

Answer 361

Targeted Email Communications.

Question 362

Lead Nurturing Best Practices

One of the best places to start your nurturing efforts is a ….

Answer 362

Welcome campaign.

Question 363

Lead Nurturing Best Practices

Steps in automating: (1) _____; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) benchmark before and after

Answer 363

locate tasks that are currently manual

Question 364

Lead Nurturing Best Practices

Steps in automating: (1) locate tasks that are currently manual; (2) _____; (3) prioritize; (4) automate; (5) benchmark before and after

Answer 364

determine if automation will improve efficiency and efficacy

Question 365

Lead Nurturing Best Practices

Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) ____; (4) automate; (5) benchmark before and after

Answer 365

prioritize

Question 366

Lead Nurturing Best Practices

Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) ____; (5) benchmark before and after

Answer 366

automate

Question 367

Lead Nurturing Best Practices

Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) ____

Answer 367

benchmark before and after

Question 368

Lead Nurturing Best Practices

Does every manual task need to be automated?

Answer 368

No.

Question 369

Lead Nurturing Best Practices

4 reasons to automate nurture campaigns: (1) _____; (2) efficiency; (3) behavior-based nurturing; (4) increase effectiveness

Answer 369

Consistent timing

Question 370

Lead Nurturing Best Practices

4 reasons to automate nurture campaigns: (1) Consistent timing; (2) _____; (3) behavior-based nurturing; (4) increase effectiveness

Answer 370

efficiency

Question 371

Lead Nurturing Best Practices

4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) ______; (4) increase effectiveness

Answer 371

behavior-based nurturing;

Question 372

Lead Nurturing Best Practices

4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) behavior-based nurturing; (4) _____

Answer 372

increase effectiveness

Question 373

Lead Nurturing Best Practices

If your goal is to communicate within 24 hours of a person being added to the database, then ….

Answer 373

you can never go on vacation unless you use automation

Question 374

Lead Nurturing Best Practices

In an Allstate case study, open rate for triggered emails was ____ than batch and blast emails.

Answer 374

84% greater.

Question 375

Lead Nurturing Best Practices

In an Allstate case study, click-through rate for triggered emails…..

Answer 375

outperformed batch email by 32%

Question 376

Lead Nurturing Best Practices

Some possible triggers for nurturing: (1) _____; (2) visit to website; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) event attendance

Answer 376

purchase

Question 377

Lead Nurturing Best Practices

Some possible triggers for nurturing: (1) purchase; (2) ______; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) event attendance

Answer 377

visit to website

Question 378

Lead Nurturing Best Practices

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) _______; (4) product trial download; (5) abandoned shopping cart; (6) event attendance

Answer 378

white paper download

Question 379

Lead Nurturing Best Practices

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) ______; (5) abandoned shopping cart; (6) event attendance

Answer 379

product trial download;

Question 380

Lead Nurturing Best Practices

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) _______; (6) event attendance

Answer 380

abandoned shopping cart

Question 381

Lead Nurturing Best Practices

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) _______

Answer 381

event attendance

Question 382

Lead Nurturing Best Practices

What will help you decide where to route individuals so that they have a coherent, relevant experience?

Answer 382

Automation.

Question 383

Lead Nurturing Best Practices

If someone at the Prospect stage raises their hand and is interested, we need to determine if….

Answer 383

….they are qualified or not.

Question 384

Lead Nurturing Best Practices

In nurturing to determine SAL vs. SQO, if prospect did not convert in anticipated timeframe you would want to….

Answer 384

Trigger a “Why Now” nurture campaign.

Question 385

Lead Nurturing Best Practices

Automatic feeds for a campaign can come from 2 sources….

Answer 385

filters for activity or automatic feeds from a different campaign

Question 386

Lead Nurturing Best Practices

When you are looking at automating campaign flow, make sure that there are not any leads left behind AND ….

Answer 386

that there are not any leads who are being bombarded by way too many communication

Question 387

Lead Nurturing Best Practices

In a Metagenics case, how did they solve the hold-up of people not submitting forms with eSignatures?

Answer 387

Sent reminders to those who had not completed the form.

Question 388

Lead Nurturing Best Practices

With the use of automation, triggers, and reminders, what did Metagenics see happen to their eSignature form completion rate?

Answer 388

Rose from 24% to 59%.

Question 389

Lead Nurturing Best Practices

What did Metagenics do well? ____, made revisions in phases, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.

Answer 389

Documented baseline

Question 390

Lead Nurturing Best Practices

What did Metagenics do well? Documented baseline, _____, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.

Answer 390

made revisions in phases

Question 391

Lead Nurturing Best Practices

What did Metagenics do well? Documented baseline, made revisions in phases, _____, set up crossroads to react to trigger actions.

Answer 391

analyzed results at each stage of revisions

Question 392

Lead Nurturing Best Practices

What did Metagenics do well? Documented baseline, made revisions in phases, analyzed results at each stage of revisions, _____.

Answer 392

set up crossroads to react to trigger actions

Question 393

Lead Nurturing Best Practices

When should you analyze your automation efforts?

Answer 393

After each revision.

Question 394

Lead Nurturing Best Practices

What does RPI stand for?

Answer 394

Revenue Performance Indicator

Question 395

Lead Nurturing Best Practices

The RPI that shows the percentage of leads who will eventually purchase is….

Answer 395

Conversion

Question 396

Lead Nurturing Best Practices

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) Type of Offer

Answer 396

Lead stage

Question 397

Lead Nurturing Best Practices

Conversion can be broken down by (1) Lead Stage, (2) _____; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) Type of Offer

Answer 397

Segment and/or Audience

Question 398

Lead Nurturing Best Practices

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) _____; (5) Content and Messaging; (6) Type of Offer

Answer 398

Channel

Question 399

Lead Nurturing Best Practices

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) ______; (6) Type of Offer

Answer 399

Content and Messaging

Question 400

Lead Nurturing Best Practices

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) ______

Answer 400

Type of Offer

Question 401

Lead Nurturing Best Practices

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) _____; (4) Channel; (5) Content and Messaging; (6) Type of offer

Answer 401

Referral Source

Question 402

Lead Nurturing Best Practices

Conversion by _____ is important for determining where to invest and focus your spend and your energy

Answer 402

Referral Source

Question 403

Lead Nurturing Best Practices

Conversion by _____ shows you if you have the tone, content and wording that is most effective or if there is room for improvement.

Answer 403

content and messaging

Question 404

Lead Nurturing Best Practices

Conversion by _____ is critical for deciding which types of events/assets are the most productive for your team.

Answer 404

type of offer

Question 405

Lead Nurturing Best Practices

The RPI that measures the length of time it will take to realize revenue from a prospect is….

Answer 405

Velocity

Question 406

Lead Nurturing Best Practices

To optimize lead flow through your funnel, start with measuring conversion and then move to _____

Answer 406

velocity.

Question 407

Lead Nurturing Best Practices

It is impossible to determine Return on a campaign unless every campaign has what attributed to it?

Answer 407

Investment (and revenue)

Question 408

Lead Nurturing Best Practices

No return can be calculated without a consistent way for ___ to be associated with every single campaign

Answer 408

cost

Question 409

Lead Nurturing Best Practices

______ gives you visibility into what revenue is attributed back to your campaigns

Answer 409

Closed-Loop Reporting

Question 410

Lead Nurturing Best Practices

What are two types of ROI that businesses measure?

Answer 410

Sourced ROI and Influenced ROI.

Question 411

Lead Nurturing Best Practices

Sourced ROI measures which campaigns….

Answer 411

“caused” revenue generation.

Question 412

Lead Nurturing Best Practices

Influenced ROI is ___-term ROI

Answer 412

long-term ROI

Question 413

Lead Nurturing Best Practices

Influenced ROI or long-term ROI is often criticized as a….

Answer 413

silo-in-the-making

Question 414

Lead Nurturing Best Practices

Closed-Loop Reporting Metrics include: (1) _____; (2) revenue attributed; (3) revenue influenced

Answer 414

opportunities attributed

Question 415

Lead Nurturing Best Practices

Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) ______; (3) revenue influenced

Answer 415

revenue attributed

Question 416

Lead Nurturing Best Practices

Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) revenue attributed; (3) ________

Answer 416

revenue influenced

Question 417

Lead Nurturing Best Practices

Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) win; (5) ____

Answer 417

closed $

Question 418

Lead Nurturing Best Practices

Cost metrics measure cost per: (1) ____; (2) qualified lead; (3) opportunity; (4) win; (5) closed $

Answer 418

name

Question 419

Lead Nurturing Best Practices

Cost metrics measure cost per: (1) name; (2) _____; (3) opportunity; (4) win; (5) closed $

Answer 419

qualified lead

Question 420

Lead Nurturing Best Practices

Cost metrics measure cost per: (1) name; (2) qualified lead; (3) _____; (4) win; (5) closed $

Answer 420

opportunity

Question 421

Lead Nurturing Best Practices

Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) ___; (5) closed $

Answer 421

win

Question 422

Lead Nurturing Best Practices

You can get to traditional ROI/cost metrics only after you…

Answer 422

…determine your revenue attribution.

Question 423

Lead Nurturing Best Practices

If an Opportunity is created at the Account level….

Answer 423

…it cannot be attributed back to the individual marketing efforts.

Question 424

Lead Nurturing Best Practices

To force Sales users to create Opportunities at the Contact level, some companies…

Answer 424

…choose to hide the Account tab.

Question 425

Lead Nurturing Best Practices

The Return RPI = the total revenue attributed, divided by….

Answer 425

…the total campaign cost.

Question 426

Lead Nurturing Best Practices

The Return RPI can be calculated both for…

Answer 426

all Campaigns and each Campaign.

Question 427

Lead Nurturing Best Practices

The Return RPI shows the cost to bring in the next…

Answer 427

dollar of revenue.

Question 428

Lead Nurturing Best Practices

Engagement metrics measure how ____ your marketing efforts are.

Answer 428

Sticky

Question 429

Lead Nurturing Best Practices

As you benchmark and look for trends, it can be helpful to compare ____ or _____.

Answer 429

segments or regions.

Question 430

Lead Nurturing Best Practices

To break down Metrics, (1) _______; (2) identify relevant metrics to help complete the story; (3) propose a possible explanation; (4) document how to prove or disprove.

Answer 430

phrase the problem in the form of a question

Question 431

Lead Nurturing Best Practices

To break down Metrics, (1) phrase the problem in the form of a question; (2) _______; (3) propose a possible explanation; (4) document how to prove or disprove.

Answer 431

identify relevant metrics to help complete the story

Question 432

Lead Nurturing Best Practices

To break down Metrics, (1) phrase the problem in the form of a question; (2) identify relevant metrics to help complete the story; (3) _______; (4) document how to prove or disprove.

Answer 432

propose a possible explanation

Question 433

Lead Nurturing Best Practices

To break down Metrics, (1) phrase the problem in the form of a question; (2) identify relevant metrics to help complete the story; (3) propose a possible explanation; (4) ______.

Answer 433

document how to prove or disprove.

Question 434

Lead Nurturing Best Practices

In the Acme Marketing case, the solution was proposed to cut all Events because Events as a category had a high cost per win. What happened?

Answer 434

The marketing manager looked into the metrics for individual Events and only cut the ones that were not performing well.

Question 435

Lead Nurturing Best Practices

Some possible explanations for a high bounceback rate in a certain segment could be ____, low data quality procedures, form or tradeshow data with bad email addresses.

Answer 435

purchased lists

Question 436

Lead Nurturing Best Practices

Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, ________, form or tradeshow data with bad email addresses.

Answer 436

low data quality procedures

Question 437

Lead Nurturing Best Practices

Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, low data quality procedures, _______

Answer 437

form or tradeshow data with bad email addresses.

Question 438

Lead Nurturing Best Practices

If your cost per opportunity for a campaign was running higher than your average, what would be the best next step?

Answer 438

Develop a hypothesis, test, and optimize.

Question 439

Lead Nurturing Best Practices

The concept of Targeting and Segmentation falls in the ______ phase of the RPM journey.

Answer 439

Demand Generation.

Question 440

Lead Nurturing Best Practices

What is a simple definition of Targeting?

Answer 440

Finding your key audience.

Question 441

Lead Nurturing Best Practices

In Targeting and Segmentation, you should benchmark the following things now: ________, Campaign Engagement, and Deliverability Rates.

Answer 441

Contact Field Completeness

Question 442

Lead Nurturing Best Practices

In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, ________, and Deliverability Rates.

Answer 442

Campaign Engagement

Question 443

Lead Nurturing Best Practices

In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, Campaign Engagement, and ________.

Answer 443

Deliverability Rates.

Question 444

Lead Nurturing Best Practices

How often should you check benchmarked data for RPM Targeting and Segmentation?

Answer 444

Monthly at first, and then reduce the frequency to quarterly.

Question 445

Lead Nurturing Best Practices

To benchmark Contact Field Completeness, select…

Answer 445

the 5 to 10 fields that are most important to your business and your ability to target.

Question 446

Lead Nurturing Best Practices

Campaign Engagement metrics include ________, Click-to-Open rates, and Click Through rates.

Answer 446

form submits

Question 447

Lead Nurturing Best Practices

Campaign Engagement metrics include form submits, ________, and Click Through rates.

Answer 447

Click-to-Open rates

Question 448

Lead Nurturing Best Practices

Campaign Engagement metrics include form submits, Click-to-Open rates, and ________.

Answer 448

Click Through rates.

Question 449

Lead Nurturing Best Practices

As data quality improves, _______ rates increase.

Answer 449

Deliverability

Question 450

Lead Nurturing Best Practices

High bounceback rates cause Internet providers to decrease your ________.

Answer 450

sender score.

Question 451

Lead Nurturing Best Practices

In Eloqua’s Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% open rate, while a campaign sent to less than 100 individuals saw a ___% open rate.

Answer 451

The larger campaign saw a 3% open rate, and the smaller one saw a 19% open rate.

Question 452

Lead Nurturing Best Practices

In Eloqua’s Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% click-to-open rate, while a campaign sent to less than 100 individuals saw a ___% click-to-open rate.

Answer 452

The larger campaign saw a 16% click-to-open rate, and the smaller one saw a 17% click-to-open rate.

Question 453

Lead Nurturing Best Practices

In Eloqua’s Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% click-through rate, while a campaign sent to less than 100 individuals saw a ___% click-through rate.

Answer 453

The larger campaign saw a 3.5% click through rate, and the smaller one saw a 3.5% click through rate.

Question 454

Lead Nurturing Best Practices

Higher campaign effectiveness is achieved when you deliver content to…

Answer 454

a relevant segment.

Question 455

Lead Nurturing Best Practices

According to the Data Warehousing Institute, how much does poor data quality cost U.S. businesses?

Answer 455

More than $600 billion annually.

Question 456

Lead Nurturing Best Practices

Poor data quality leads to: (1) __________, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.

Answer 456

lost productivity

Question 457

Lead Nurturing Best Practices

Poor data quality leads to: (1) lost productivity, (2) _________, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.

Answer 457

lack of marketing and sales alignment

Question 458

Lead Nurturing Best Practices

Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) _______, (4) lost trust, (5) bad reporting.

Answer 458

lack of customer analysis

Question 459

Lead Nurturing Best Practices

Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) _____, (5) bad reporting.

Answer 459

lost trust

Question 460

Lead Nurturing Best Practices

Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) _____.

Answer 460

bad reporting.

Question 461

Lead Nurturing Best Practices

The five steps to data quality management are: (1) _______; (2) analyze existing data; (3) validate, standardize, and enrich; (4) automate; (5) optmize.

Answer 461

commit to data quality

Question 462

Lead Nurturing Best Practices

The five steps to data quality management are: (1) commit to data quality; (2) ________; (3) validate, standardize, and enrich; (4) automate; (5) optmize.

Answer 462

analyze existing data

Question 463

Lead Nurturing Best Practices

The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) ____, ____ and ____; (4) automate; (5) optmize.

Answer 463

validate, standardize, and enrich

Question 464

Lead Nurturing Best Practices

The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) validate, standardize, and enrich; (4) ______; (5) optmize.

Answer 464

automate

Question 465

Lead Nurturing Best Practices

The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) validate, standardize, and enrich; (4) automate; (5) ____.

Answer 465

optimize

Question 466

Lead Nurturing Best Practices

According to Sirius Decisions, an organization with a strong commitment to data quality can produce ________ than a company with only average data quality procedures can.

Answer 466

70% more revenue

Question 467

Lead Nurturing Best Practices

To commit to data quality, (1) ___________; (2) define and prioritize your goals; (3) define metrics of success and benchmark current data health; (4) create a plan.

Answer 467

identify key stakeholders

Question 468

Lead Nurturing Best Practices

To commit to data quality, (1) identify key stakeholders; (2) _________; (3) define metrics of success and benchmark current data health; (4) create a plan.

Answer 468

define and prioritize your goals

Question 469

Lead Nurturing Best Practices

To commit to data quality, (1) identify key stakeholders; (2) define and prioritize your goals; (3) _________; (4) create a plan.

Answer 469

define metrics of success and benchmark current data health

Question 470

Lead Nurturing Best Practices

To commit to data quality, (1) identify key stakeholders; (2) define and prioritize your goals; (3) define metrics of success and benchmark current data health; (4) _______

Answer 470

create a plan.

Question 471

Lead Nurturing Best Practices

Data cleansing is not a solo task, particular if you have…

Answer 471

… integrated systems such as Eloqua and CRM.

Question 472

Lead Nurturing Best Practices

In one case study, a company created a cross-functional team focused on improving Data Quality, called a….

Answer 472

Data Quality Council.

Question 473

Lead Nurturing Best Practices

In the data quality improvement drive, the company drove 8-week _____ to improve data.

Answer 473

sprint projects

Question 474

Lead Nurturing Best Practices

An agenda for a data quality stakeholder meeting includes: (1) ________; (2) define reports to measure success; (3) select tools and tactics; (4) create communication plan; (5) provide rewards and disincentives.

Answer 474

identify & prioritize goals;

Question 475

Lead Nurturing Best Practices

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) _______; (3) select tools and tactics; (4) create communication plan; (5) provide rewards and disincentives.

Answer 475

define reports to measure success

Question 476

Lead Nurturing Best Practices

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) _______; (4) create communication plan; (5) provide rewards and disincentives.

Answer 476

select tools and tactics

Question 477

Lead Nurturing Best Practices

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) select tools and tactics; (4) _______; (5) provide rewards and disincentives.

Answer 477

create communication plan

Question 478

Lead Nurturing Best Practices

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) select tools and tactics; (4) create communication plan; (5) ________.

Answer 478

provide rewards and disincentives

Question 479

Lead Nurturing Best Practices

Analyzing existing data involves analyzing: (1) _____; (2) data weaknesses; (3) data usage.

Answer 479

data sources

Question 480

Lead Nurturing Best Practices

Analyzing existing data involves analyzing: (1) data sources; (2) _______; (3) data usage.

Answer 480

data weaknesses

Question 481

Lead Nurturing Best Practices

Analyzing existing data involves analyzing: (1) data sources; (2) data weaknesses; (3) _______.

Answer 481

data usage.

Question 482

Lead Nurturing Best Practices

According to Sirius Decisions, a data strategy that solves conflicts _______ can lead to a 25% increase in converting inquiries to marketing-qualified leads.

Answer 482

at the source

Question 483

Lead Nurturing Best Practices

According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a ___% _____ in converting inquires to marketing-qualified leads.

Answer 483

25% increase

Question 484

Lead Nurturing Best Practices

According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a 25% increase in converting inquires to _______.

Answer 484

marketing-qualified leads.

Question 485

Lead Nurturing Best Practices

6 data sources include: (1) ____, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system

Answer 485

events

Question 486

Lead Nurturing Best Practices

6 data sources include: (1) events, (2) ______, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system

Answer 486

client support

Question 487

Lead Nurturing Best Practices

6 data sources include: (1) events, (2) client support, (3) ___, (4) form data, (5) sales reps, (6) purchasing system

Answer 487

CRM

Question 488

Lead Nurturing Best Practices

6 data sources include: (1) events, (2) client support, (3) CRM, (4) ______, (5) sales reps, (6) purchasing system

Answer 488

form data

Question 489

Lead Nurturing Best Practices

6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) ________, (6) purchasing system

Answer 489

sales reps

Question 490

Lead Nurturing Best Practices

6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) ______

Answer 490

purchasing system

Question 491

Lead Nurturing Best Practices

Three types of data sources are: (1) _____, (2) other systems, (3) non-controlled sources

Answer 491

continual sources

Question 492

Lead Nurturing Best Practices

Three types of data sources are: (1) continual sources, (2) ______, (3) non-controlled sources

Answer 492

other systems

Question 493

Lead Nurturing Best Practices

Three types of data sources are: (1) continual sources, (2) other systems, (3) ______

Answer 493

non-controlled sources

Question 494

Lead Nurturing Best Practices

Give 3 examples of a continual source of data for Eloqua.

Answer 494

Web forms, trial downloaders, and webinar registrants.

Question 495

Lead Nurturing Best Practices

Give one example of another system connected to Eloqua that acts as a data source.

Answer 495

CRM

Question 496

Lead Nurturing Best Practices

Give three examples of a non-controlled data source for Eloqua

Answer 496

Business cards, trade show lists, third party systems like Ticketmaster.

Question 497

Lead Nurturing Best Practices

Rate your data source quality for (1) _______, (2) accuracy, (3) validity, (4) degree of consistency, (5) duplication, (6) age

Answer 497

completeness

Question 498

Lead Nurturing Best Practices

Rate your data source quality for (1) completeness, (2) ______, (3) validity, (4) degree of consistency, (5) duplication, (6) age

Answer 498

accuracy

Question 499

Lead Nurturing Best Practices

Rate your data source quality for (1) completeness, (2) accuracy, (3) ______, (4) degree of consistency, (5) duplication, (6) age

Answer 499

validity

Question 500

Lead Nurturing Best Practices

Rate your data source quality for (1) completeness, (2) accuracy, (3) validity, (4) _______, (5) duplication, (6) age

Answer 500

degree of consistency