Marketing Automation Fundamentals Flashcards
What are Tactical KPIs?
Tactical KPIs are used by marketers to understand how well their initiatives are performing in a specific channel, such as email, mobile, social, or the web. Measurement usually centers around buyer behaviors, such as opens, clicks, page visits, content downloads, and form submissions.
What are Strategic KPIs?
Strategic KPIs are typically focused on results, rather than buyer behaviors, and help determine overall marketing performance.
What are Operational KPIs?
Operational KPIs are typically indicators of alignment between your cross-functional teams and can help pinpoint areas for improvement in the sales and marketing funnel.
What’s a marketing strategy?
A process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage.
What is a marketing goal?
Goals can be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used to measure marketing success.
Which of the following are reasons for developing goals and strategies in Marketo?
Select all that apply:
1) It helps you target your products and services to the people who are most likely to buy.
2) So you can build a strong reputation for your products.
3) To help you define your vision, mission, goals, and outline a plan of action to achieve them.
4) To create powerful ideas to raise awareness and sell your products.
All apply:
1) It helps you target your products and services to the people who are most likely to buy.
2) So you can build a strong reputation for your products.
3) To help you define your vision, mission, goals, and outline a plan of action to achieve them.
4) To create powerful ideas to raise awareness and sell your products.
When creating your marketing strategy, what are some important factors to consider?
Select all that apply:
1) How you’re promoting your product.
2) What you are promoting.
3) Where you promote your product.
4) Who you’re promoting to.
All apply:
1) How you’re promoting your product.
2) What you are promoting.
3) Where you promote your product.
4) Who you’re promoting to.
Of the answers below, which is an example of a marketing goal?
Select one:
1) Use Twitter and Facebook to reach a wider audience.
2) Offer free content in exchange for email addresses to generate leads
3) Increase awareness of your product by means of advertisements on TV, radio stations, newspapers, or blogs
4) Increase revenue.
4) Increase revenue.
What are the three main types of KPIs?
Select one:
1) Acquisition, influence, and revenue
2) Pipeline, revenue, funnel velocity
3) Email, landing page, and forms
4) Tactical, strategic, and operational
4) Tactical, strategic, and operational
Of the answers below, which is an example of a marketing strategy?
Select one
1) Build brand awareness
2) Launch new products or services
3) Enter new markets internationally or locally
4) Get potential and recurring consumers to sign up to your newsletter by offering discounts, promotional items, helpful tips, and news updates
4) Get potential and recurring consumers to sign up to your newsletter by offering discounts, promotional items, helpful tips, and news updates
What is a marketing program?
For every marketing initiative you undertake in Marketo, you’ll create a separate program. For example, if you want to send an email blast, you would use our email program type and select the appropriate channel. The channel further defines your initiative and sets the success steps you’ll measure success by later on.
What are assets?
In Marketo, assets in a program are the elements that your audience will interact with, such as emails, forms, and landing pages.
What is automation?
The automation is what runs the program. You’ll define who the program should act on, what it should do, and when. Example automation would be to send a specific email to a website visitor if they viewed your pricing page 3 or more times in the past day. Automation is defined in smart campaigns.
What is success?
Because success for your program could be literally anything, you need to tell Marketo what that is for each program so it can track and report accurately. Often success is defined as responding to the call to action in a landing page or in an email.
What is an email program?
You’ll use Email Programs when you want to send out a one-time email to a group of people at a specific date and time. With the email program, you can send email blasts for when you want to send a single, mass email to a lot of people at once — like a sale or promotion, or as newsletters that serve as regularly scheduled email communications, like sharing company updates, announcing new products and features.
What is an engagement program?
You’ll use Engagement Programs when you want to automate your lead nurturing communications, and nurture your leads on a periodic schedule.
Engagement Programs allow you to define multiple content paths, based on a person’s position in the sales funnel. Smart Campaigns in an engagement program can transition people from one content path to another, or to a different engagement program altogether.
