RPM and Masters Flashcards
1
Q
Why nurture? To ____, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
A
Increase leads
2
Q
RPM is a strategy for managing a company’s _____ that enables predictable, rapid and profitable revenue growth.
A
interactions with buyers through the buying cycle
3
Q
RPM is a strategy for managing a company’s interactions with with buyers through the buying cycle that….
A
enables predictable, rapid, and profitable revenue growth.
4
Q
RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, One View of the Truth, and….
A
Revenue Discovery
5
Q
Effective Lead Nurturing falls between which two steps of the RPM Journey?
A
Demand Generation and Lead Management
6
Q
RPM Journey involves five steps: _____, Demand Generation, Lead Management, One View of the Truth, and Revenue Discovery
A
Sales Pipeline
7
Q
RPM Journey involves five steps: Sales Pipeline, _____, Lead Management, One View of the Truth, and Revenue Discovery
A
Demand Generation
8
Q
RPM Journey involves five steps: Sales Pipeline, Demand Generation, _____, One View of the Truth, and Revenue Discovery
A
Lead Management
9
Q
RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, _____, and Revenue Discovery
A
One View of the Truth
10
Q
The concept of effective nurturing falls mostly in the Demand Generation phase of the RPM journey and a little in:
A
Lead Management
11
Q
Nurturing is taking action that helps to move a buyer from…
A
Point A to Point B in the buying cycle.
12
Q
_____ is taking action that helps to move a buyer from Point A to Point B in the buying cycle.
A
Nurturing.
13
Q
Nurturing is a _____ process.
A
Perpetual
14
Q
The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ___.
A
Purchase.
15
Q
The five phases in the buying cycle are ____, Learn, Evaluate, Justify, and Purchase.
A
Interest
16
Q
The five phases in the buying cycle are Interest, ____, Evaluate, Justify, and Purchase.
A
Learn
17
Q
The five phases in the buying cycle are Interest, Learn, ____, Justify, and Purchase.
A
Evaluate
18
Q
The five phases in the buying cycle are Interest, Learn, Evaluate, ____, and Purchase.
A
Justify
19
Q
The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ____.
A
Purchase
20
Q
Nurturing looks different at different points in the ….
A
Buyer’s journey.
21
Q
One of the keys to effective nurturing is to align campaigns to the….
A
Buyer’s journey.
22
Q
Why nurture? To increase leads, ____, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
A
Minimize lost leads
23
Q
Why nurture? To increase leads, minimize lost leads, ______, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
A
Create and maintain prospect engagement
24
Q
Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, _____, complete contact profile, and demonstrate thought leadership.
A
Measure the readiness of your prospects
25
Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, _____, and demonstrate thought leadership.
Complete contact profile
26
Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and ____.
Demonstrate thought leadership.
27
Nurturing increases leads sent to sales by transforming leads from having questions about your product to....
... Having specific questions about technical specifications and pricing.
28
In increasing leads sent to sales, nurturing turns your lead into a...
Sales-ready lead.
29
Leads can be lost for many reasons, such as disinterest, mismatch of messaging to their needs, and...
Budget.
30
Leads can be lost for many reasons, such as ____, mismatch of messaging to their needs, and budget
Disinterest
31
Leads can be lost for many reasons, such as disinterest, ____, and budget
Mismatch of messaging to their needs.
32
Effective nurturing can minimize lost leads through education and...
Increased awareness.
33
Prospect engagement is key in keeping prospects in the funnel and...
Keeping your brand top-of-mind
34
Prospect engagement is key in ______ and keeping your brand top-of-mind
Keeping prospects in the funnel
35
If you measure the readiness of your prospects, you can:
Speed up or slow down the sales cycle for prospects who are more or less ready to buy.
36
Why is nurturing an overused word?
Because it actually works.
37
Nurturing should continually complete contact profiles, because complete profiles allow for effective...
Segmentation and targeting.
38
Nurturing presents an opportunity to demonstrate credibility as an expert by....
Educating leads
39
To demonstrate thought leadership, educate leads about 3 things:
Who are you? What does your organization do? How does this benefit me?
40
Eloqua Benchmark Data from spring 2011 study shows what growth in inquiries when nurturing and when not nurturing?
6% growth in inquiries when not nurturing, 5% growth when nurturing
41
Eloqua Benchmark Data from spring 2011 study shows what growth in LEAD generation when nurturing and when not nurturing?
-17% growth in leads when not nurturing, 4% growth when nurturing.
42
When developing a lead nurturing program, you should always begin with...
Benchmarking and metrics.
43
RPM is a continuous process of action and...
Analysis.
44
RPM is a continuous process of ___ and analysis.
Action.
45
Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, number of individuals in each campaign, and ____
Campaign engagement.
46
Before beginning a lead nurturing campaign, benchmark _____ and ______, number of individuals in each campaign, and campaign engagement.
Total activated campaigns and email frequency
47
Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, _____, and campaign engagement.
Number of individuals in each campaign
48
When to check key lead nurturing metrics?
Start by checking monthly, and then go to quarterly.
49
Part of applying Revenue Performance Management is to implement analysis at....
every stage before and after you take action.
50
The best way to sell a success story is to....
Prove how far you have come.
51
Campaign volume is defined as the total campaigns executed and _____
communication frequency.
52
Campaign volume is defined as the ___________ and communication frequency.
Total campaigns executed
53
What is a bonus metric of campaign volume?
% of campaigns leveraging automation.
54
Campaign Reach is defined as the total and unique number of campaign members and the ______.
campaign members per campaign.
55
Campaign Reach is defined as the ____ and the campaign members per campaign.
total and unique number of campaign members
56
What direction should the total and unique number of campaign members be moving?
Up.
57
What direction should the campaign members per campaign be moving?
Down.
58
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....
In two campaigns.
59
It is better to have ____ and _____ than to just have a few large campaigns running with more general messaging.
multiple smaller campaigns running and providing relevant messaging
60
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 _____.
activity based triggers.
61
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.
dynamic content
62
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.
checking shared filters to route individuals down the best communication path
63
Campaign engagement metrics include all campaign activity and ____
Total number of campaign responders.
64
Campaign engagement metrics include _____ and total number of campaign responders.
All campaign activity
65
Campaign activity is....
any inbound activity on a campaign.
66
Campaign response is a particular activity on a campaign that is designated as _______, for example, a _____
showing official interest in that campaign - for example, a form submit
67
A campaign "hand raise" is a combination of activities and/or responses across multiple campaigns that are particularly relevant to....
demand conversion.
68
A campaign "hand raise" is __________ that are particularly relevant to demand conversion.
a combination of activities and/or responses across multiple campaigns
69
Hand raises are particularly important when setting up....
Lead scoring criteria.
70
Hand raises represent...
Engagement that is worthy of a better lead score.
71
What is a pre-defined pattern / combination of activities and responses that your team agrees to define as relevant to demand conversion?
A hand raise.
72
Total number of campaign responses = number of new leads generated. True or false?
False.
73
Naming conventions organize assets for easy retrieval, simplify reporting, and _____.
document internal knowledge.
74
Naming conventions organize assets for easy retrieval, ________, and document internal knowledge.
simplify reporting
75
Naming conventions _____, simplify reporting, and document internal knowledge.
organize assets for easy retrieval
76
In reporting, can you filter based on naming conventions?
Yes.
77
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.
source codes.
78
Naming structures should be developed for all your assets, including: ____, email groups, lists, forms, programs, campaigns, and source codes.
emails
79
Naming structures should be developed for all your assets, including: emails, ______, lists, forms, programs, campaigns, and source codes.
email groups
80
Naming structures should be developed for all your assets, including: emails, email groups, ____, forms, programs, campaigns, and source codes.
lists
81
Naming structures should be developed for all your assets, including: emails, email groups, lists, _____, programs, campaigns, and source codes.
forms,
82
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, _____, campaigns, and source codes.
programs
83
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, _____, and source codes.
campaigns
84
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.
source codes.
85
When developing a naming campaign, you should first develop a ___ for all your assets.
naming structure
86
In conjunction with your asset naming conventions, you should establish a _____ for each asset area.
folder structure
87
Naming convention components include _____, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and date.
campaign codes
88
Naming convention components include campaign codes, _____, offer code, country code, fiscal code, theme code, business unit, product code, and date.
asset codes
89
Naming convention components include campaign codes, asset codes, _____, country code, fiscal code, theme code, business unit, product code, and date.
offer code
90
Naming convention components include campaign codes, asset codes, offer code, _______, fiscal code, theme code, business unit, product code, and date.
country code
91
Naming convention components include campaign codes, asset codes, offer code, country code, ____, theme code, business unit, product code, and date.
fiscal code
92
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, _____, business unit, product code, and date.
theme code
93
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, ______, product code, and date.
business unit
94
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, _____, and date.
product code
95
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and ____.
date
96
Are meta tags a good addition to your naming convention, and why?
Yes, because it means greater alignment between your assets and your website organization.
97
In naming conventions what is a best practice for date?
To use a standard structure.
98
Naming conventions help to streamline adoption of _______ and organization of assets across sales and marketing systems.
corporate standards
99
Naming converntions help to streamline adoption of corporate standards and _________
organization of assets across sales and marketing systems.
100
Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, Owner, and ___
YearMonth
101
Eloqua's campaign naming convention includes _____, Campaign Objective, Campaign Type, Topic, Owner, and YearMonth
Campaign Name
102
Eloqua's campaign naming convention includes Campaign Name, ____ ______, Campaign Type, Topic, Owner, and YearMonth
Campaign Objective
103
Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, ____, Topic, Owner, and YearMonth
Campaign Type
104
Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, ____, Owner, and YearMonth
Topic
105
Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, ___, and YearMonth
Owner
106
In Eloqua's recent asset reorganization effort, what does the top level of foldering represent?
Core themes or major campaigns initiatives
107
In Eloqua's recent asset reorganization what are 4 examples of campaign goals?
Acquisition, acceleration, awareness, upsell.
108
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 ___
Reports can easily filter for specific campaign types or campaign owners.
109
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.
Owners can find all their assets with an easy search.
110
If you think about your _____ ahead of time, your naming convention will quickly become your best friend.
reporting needs.
111
The power of search and filter are at your fingertips if you consistently implement a ___ company wide.
naming convention
112
What tool helps generate consistent names for your assets?
A naming convention generator.
113
What type of document is a naming convention generator and where can you find it?
An Excel spreadsheet, and you can find it on Topliners.
114
Three keys to success for naming conventions are: 1. _____; 2. Build around YOUR business needs; 3. Include the most important pieces at the beginning.
Be consistent
115
Three keys to success for naming conventions are: 1. Be consistent; 2. ______; 3. Include the most important pieces at the beginning.
Build around YOUR business needs
116
Three keys to success for naming conventions are: 1. Be consistent; 2. Build around YOUR business needs; 3. ______
Include the most important pieces at the beginning.
117
Why is it important to include the most important pieces at the beginning in your naming convention?
Because the full name may not always be visible on reporting or list view screens.
118
There's no right or wrong way when implementing naming conventions, you just have to be ____
consistent.
119
When setting up your naming convention: 1. ____
2. Define codes or abbreviations
3. Decide on the order of the codes
4. Configure generator to fit your needs
5. Communicate, communicate, communicate
Choose components for naming convention
120
1. Choose components for naming convention
2. ______
3. Decide on the order of the codes
4. Configure generator to fit your needs
5. Communicate, communicate, communicate
Define codes or abbreviations
121
1. Choose components for naming convention
2. Define codes or abbreviations
3. _____
4. Configure generator to fit your needs
5. Communicate, communicate, communicate
Decide on the order of the codes
122
1. Choose components for naming convention
2. Define codes or abbreviations
3. Decide on the order of the codes
4. ______
5. Communicate, communicate, communicate
Configure generator to fit your needs
123
1. Choose components for naming convention
2. Define codes or abbreviations
3. Decide on the order of the codes
4. Configure generator to fit your needs
5. ______
Communicate, communicate, communicate
124
Asset names cannot exceed
100 characters
125
In Eloqua 9, if you are working with wireframe templates or themes, asset names are limited dto
50 characters
126
4 steps to map a campaign strategy: ____, Content Audit, Channel Audit, Campaign Map
Persona Journey
127
4 steps to map a campaign strategy: Persona Journey, ______, Channel Audit, Campaign Map
Content Audit
128
4 steps to map a campaign strategy: Persona Journey, Content Audit, ______, Campaign Map
Channel Audit
129
4 steps to map a campaign strategy: Persona Journey, Content Audit, Channel Audit, _______
Campaign Map
130
What Eloqua University class covers Persona Journey?
RPM: Targeting and Segmentation
131
The persona journey informs how we audit our ______ and our _____
content and our channels.
132
Everything we do when it comes to campaigns needs to come back to the ______
Buyer's Journey
133
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
What is your persona's motivation?
134
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
What questions is your persona asking?
135
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
Key Messages and Value Propositions
136
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. _______
List offers the persona is most likely to respond to
137
We use the questions we asked during the Persona Journey to inform our ____
content audit.
138
How much time do B2B buyers spend each day consuming content?
61% of B2B buyers spend an hour or more each day consuming content, according to a recent ITSMA study.
139
3 questions asked during a content audit: What content do I have that is ready to use? What content can I re-purpose? _____.
What content is missing?
140
3 questions asked during a content audit: What content do I have that is ready to use? _______ What content is missing?
What content can I re-purpose?
141
3 questions asked during a content audit: ______ What content can I re-purpose? What content is missing?
What content do I have that is ready to use?
142
It is best practice to align your content audit to the _______.
buyer's journey.
143
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) ______.
Too much or too little content about certain pain points.
144
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.
Uneven distribution of content across the buyer's journey
145
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.
More content than you thought
146
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.
Old content
147
Content Audit Steps: (1) _______; (2) Align content types to buyer's journey; (3) Brainstorm content for each phase of the journey.
Brainstorm content types
148
Content Audit Steps: (1) Brainstorm content types; (2) ______; (3) Brainstorm content for each phase of the journey.
Align content types to buyer's journey
149
Content Audit Steps: (1) Brainstorm content types; (2) Align content types to buyer's journey; (3) ________.
Brainstorm content for each phase of the journey
150
Places you have content as a company, such as your corporate blog and white papers, are:
Content types.
151
Content types are....
Places you have content as a company, such as your corporate blog and white papers
152
Company website, toll free number, customer references, industry awards, features/benefits sheets are all examples of....
Content types.
153
Is third-party material an example of a content type that can be used in effective nurturing?
Yes.
154
Search begins at the ____ stage of the buying cycle.
Interest
155
Solutions are identified at the ____ stage of the buying cycle.
Learn
156
Solutions are evaluated against needs at the ____ stage of the buying cycle.
Evaluate
157
A short list is assembled at the _____ stage of the buying cycle.
Justify
158
A selection is made at the ____ stage of the buying cycle.
Purchase.
159
Will some content types be relevant at more than one stage in the buyer's journey?
Yes.
160
In a content audit, if a content type is important at more than one stage of the funnel, what should you do?
List it more than once.
161
Tip: Start with a content audit based on the buying cycle. Later you can break it down with a content audit _____.
specific to a segment or persona.
162
Tip: Start with a content audit _______. Later you can break it down with a content audit specific to a segment or persona.
based on the buying cycle.
163
During a content audit, for each stage of the buying cycle you should brainstorm: (1) ____; (2) content types; (3) specific content.
questions
164
During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) _____; (3) specific content.
content types
165
During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) content types; (3) ______.
specific content
166
During a content audit, for each phase in the buyer's journey you identify content that matches the ____ and the ____.
questions and the content types.
167
It is useful to classify your content in a Content Audit according to: (1) _____; (2) Buying stage; (3) Publication date; (4) Intended persona
Content format
168
It is useful to classify your content in a Content Audit according to: (1) Content format; (2) ______; (3) Publication date; (4) Intended persona
Buying stage
169
It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) ______; (4) Intended persona
Publication date
170
It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) Publication date; (4) _____
Intended persona
171
Where is there a template for a content audit / inventory?
In the Excel Campaign Tools document with the RPM Effective Lead Nurturing course.
172
Where can you find a visual look at content types aligned to the buyer's journey?
Eloqua's Content Grid v 2
173
In a channel audit, you determine _____.
how the content is delivered.
174
A __________ is used to determine how the content is delivered.
channel audit
175
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?
what channels you currently use
176
In a channel audit, you consider: (1) what channels you currently use; (2) _________ (3) how do the channels align to the buyer's journey?
are there other channels that might be a good investment?
177
In a channel audit, you consider: (1) what channels you currently use; (2) are there other channels that might be a good investment? (3) _________
how do the channels align to the buyer's journey?
178
Search, Newsletter, Email, Telemarketing are all examples of....
Channels
179
Website, Blog, Tradeshows, Speaker Engagements are all examples of....
Channels
180
Advertising, Social are examples of....
Channels
181
_____ can be a particularly important channel in the top of the buyer's journey.
Search
182
At the ______ stage, the contact is not sure who you are and is not savvy about where to find information.
Search
183
You might say that Search and Justify go hand in hand because...
many people start searching for detailed comparisons and testimonials at the Justify page.
184
The key with Sales calls is...
to make sure they don't come too early in the journey.
185
You want the Sales call to be seen as ______ and not as something to avoid.
"just in time."
186
Email is a great channel at....
every phase of the buyer's journey.
187
For every stage of the buying cycle, a "big picture" content audit includes (1)_____; (2) content types; (3) experience channels.
questions
188
For every stage of the buying cycle, a "big picture" content audit includes (1) questions; (2) ______; (3) experience channels.
content types
189
For every stage of the buying cycle, a "big picture" content audit includes (1) questions; (2) content types; (3) ______
experience channels.
190
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.
Personas
191
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.
the persona, the content and the channel
192
A ______ can be used to consistently welcome new people into your database.
Welcome Campaign
193
A Welcome Campaign is used to....
consistently welcome new people into your database.
194
A _______ can be used to improve new customer satisfaction
New Customer Onboarding campaign
195
A New Customer Onboarding campaign is used to....
improve new customer satisfiaction.
196
A Campaign Map is used to....
Plan nurture campaigns according to the phase of the buyer's journey.
197
A ________ is used to plan nurture campaigns according to the phase of the buyer's journey.
campaign map
198
The three rows on a Campaign Map are:
Stage, Campaign, Goal.
199
There will be individuals who skip over campaigns because _________ or because they are fast tracked to sales.
they are not relevant
200
There will be individuals who skip over campaigns because they are not relevant or because _________
they are fast tracked to sales.
201
To make the Campaign Map grid even more robust, add a fourth row to include bullet points for.....
Campaign messaging.
202
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.
List current, active campaigns
203
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.
Align to buyer’s journey
204
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.
Fill in touches, duration and capture goal for each campaign
205
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.
Locate the highest priority gap(s) in your campaign map
206
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.
Set a quarterly goal for new campaign activations
207
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) ________.
Outline this quarter’s campaigns
208
Enterprise-size clients will end up having multiple campaign maps, usually by _____ or by ______.
by segment or by persona.
209
Is the buyer's journey one-way?
No. Leads are rejected, or opportunities stall or become lost and need to come back to marketing for nurturing.
210
What are the two ways of recycling leads?
Active Recycle and Passive Recycle
211
A lead is actively recycled when....
A sales person actively rejects a lead.
212
A lead is passively recycled when....
The lead becomes inactive.
213
Does a campaign map need to have paths for both active and passive recycles?
Yes.
214
In recycling leads, what is it important to make sure of?
That the leads are not being pushed back into campaigns they have already been through.
215
For active recycles it is a best practice to require Sales to give you....
a reason or reason code for why they are rejecting the lead.
216
To help a rejected lead become sales ready again, you need to address ______
the concerns or obstacles that are currently slowing the lead down.
217
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.
establish a list of reason codes;
218
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.
communicate with Sales
219
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.
based on reason codes, draw the paths for active and passive recycles
220
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) _______.
regularly check the recycle campaigns for engagement level and lead score of the recycled leads.
221
You should regularly check lead recycle campaigns for ______ and ______ of the recycled leads.
Engagement level and lead score.
222
Managing recycled leads is covered in the Eloqua University _____ class.
RPM: Lead Quality
223
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
Talk to Sales!
224
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
See if you are passing too many leads
225
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
See if the leads are not qualified
226
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) ________.
Remove obstacles
227
A consistent reason code used for active recycles may show you...
...An obstacle that needs to be addressed with an automated nurture program.
228
Two additions you can make to your Campaign Map based on Buying Cycle are: (1) ______; (2) Awareness Campaigns such as newsletters.
Campaigns and processes for recycled leads
229
Two additions you can make to your Campaign Map based on Buying Cycle are: (1) Campaigns and processes for recycled leads; (2) ________.
Awareness Campaigns such as newsletters.
230
When setting up campaigns and processes for recycled leads, it is important to remember that....
active and passive recycles are different and you will need different processes for each.
231
A monthly or quarterly newsletter may exist...
in parallel to your other nurture campaigns.
232
If there is any chance that your someone can be in both your nurture campaigns and a newsletter campaign....
then your newsletter campaign should have content that is different than your nurture campaigns.
233
The big picture campaign strategy includes (1) _____, (2) content audit, (3) channel audit, (4) campaign map.
persona journey
234
The big picture campaign strategy includes (1) persona journey, (2) _____, (3) channel audit, (4) campaign map.
content audit
235
The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) ____, (4) campaign map.
channel audit
236
The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) channel audit, (4) ______.
campaign map
237
A campaign tactical plan includes: (1) ______; (2) Execution Checklist; (3) Map Campaign Flow; (4) Automation Opportunities.
Campaign Planning Guide
238
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) ______; (3) Map Campaign Flow; (4) Automation Opportunities.
Execution Checklist
239
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) _______; (4) Automation Opportunities.
Map Campaign Flow
240
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) Map Campaign Flow; (4) ______.
Automation Opportunities
241
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) compelling offer; (5) _____.
integrated tactics.
242
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) _______; (5) integrated tactics.
compelling offer
243
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) ______; (4) compelling offer; (5) integrated tactics.
relevant message
244
The five elements of a tactical campaign plan are: (1) campaign goal; (2) ______; (3) relevant message; (4) compelling offer; (5) integrated tactics.
target audience
245
The five elements of a tactical campaign plan are: (1) _______; (2) target audience; (3) relevant message; (4) compelling offer; (5) integrated tactics.
campaign goal
246
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?
What is the channel for our message and content?
247
Two questions to ask about integrated campaign tactics are: (1) What is the channel for our message and content? (2) ________?
Have we matched the channel to the persona who aligns with your target audience?
248
A Tactical Campaign Plan defines...
each integrated element of your campaign.
249
In creating a Tactical Campaign Plan, it's important to define the goals, budget, risks, and ___ as early as possible in the planning process.
assumptions
250
In creating a Tactical Campaign Plan, it's important to define the ___, budget, risks, and assumptions as early as possible in the planning process.
goals
251
In creating a Tactical Campaign Plan, it's important to define the goals, ___, risks, and assumptions as early as possible in the planning process.
budget
252
In creating a Tactical Campaign Plan, it's important to define the goals, budget, ___, and assumptions as early as possible in the planning process.
risks
253
In creating a Tactical Campaign Plan, when is it important to define the goals, budget, risks, and assumptions?
As early as possible in the planning process.
254
When does setting campaign goals happen?
When you are creating your campaign map.
255
What resource does Eloqua offer for tactical campaign planning?
A Campaign Planning Guide Template.
256
What are the 3 things in the first section of the Campaign Planning Guide Template?
The campaign description, campaign goals, and target tactical results.
257
What is a good goal for a welcome campaign?
Collect enough information so we can segment for future nurturing.
258
The communication effectiveness pyramid has four stages: (1) ______, (2) segment; (3) one to one; (4) right time right message.
batch and blast
259
The communication effectiveness pyramid has four stages: (1) batch and blast, (2)______; (3) one to one; (4) right time right message.
segment
260
The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) _______; (4) right time right message.
one to one
261
The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) one to one; (4) _______.
right time right message.
262
If you have built personas and are using segments, you fall into the ______ level of the communication effectiveness pyramid.
segment
263
Are there times when it is not appropriate to aim for right-time, right-message communication?
Yes. There are times when you need to broadcast out to a large group.
264
Is there a section for target audience in the Campaign Planning Guide?
Yes.
265
What is it a good idea to do in the Target Audience section of your Campaign Planning Guide?
Pre-fill with your most commonly used segments for ease of use.
266
What are three categories of segments?
Region, Industry, Persona
267
Three types of buyer persona are: ______, Influencer, Technical Buyer.
Executive Buyer
268
Three types of buyer persona are: Executive Buyer, _____, Technical Buyer.
Influencer
269
Three types of buyer persona are: Executive Buyer, Influencer, ______.
Technical Buyer
270
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) ________
Phase in Buyer's Journey
271
Five ways a message can be relevant are: (1) _____; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) Phase in Buyer's Journey
Interest
272
Five ways a message can be relevant are: (1) Interest; (2) _____; (3) Pain Points; (4) Vertical; (5) Phase in Buyer's Journey
Responsibilities
273
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) ______; (4) Vertical; (5) Phase in Buyer's Journey
Pain Points
274
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) _____; (5) Phase in Buyer's Journey
Vertical
275
Part of providing a relevant campaign message is spreading the message out over the _________ with the right _____
the right number of touches with the right timing between.
276
The Eloqua Benchmark study found that the most effective campaigns have an average of ....
4 touches.
277
Eloqua found that what percentage of companies checked for frequency before sending emails?
Fewer than 15%.
278
Eloqua found that fewer than 15 percent of companies checked for frequency before....
Sending emails.
279
The most effective B2B campaigns had ____ days between touches and averaged ___ days in length.
10 days between touches, averaging 40 days in length.
280
The most effective B2C campaigns had ____ days between touches, more frequent in _____ half of the campaign.
3-8 days between touches, more frequent in front half of the campaign.
281
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.
fulfill a perceived need
282
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.
have a good perceived value;
283
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.
be practical
284
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.
be appropriately aligned to the customer
285
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) _____
have a clear connection to the brand.
286
In almost every campaign you want the lead to....
do something.
287
The subtext of a campaign action is: Give us ______ so we can sell more effectively!
more information about you
288
The subtext of a campaign action is: Give us more information about you so we can ______!
sell more effectively
289
The Content Assets section of your campaign plan focuses on the ____ and ___.
message and content.
290
At the Tactical Campaign Plan stage, if you are not sure what content to use, look back to your ______
Content Audit.
291
The four columns under Content Assets in your Tactical Campaign Plan are _____, Asset Type, New or Existing, and Location.
Asset Name
292
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, _____, New or Existing, and Location.
Asset Type
293
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, _____, and Location.
New or Existing
294
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, New or Existing, and ____.
Location.
295
Another way to describe integrated tactics is....
Channel variety.
296
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.
stage in the buyer’s journey
297
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.
message
298
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 _____.
target audience.
299
If I am at the tradeshow and trying to find the session I signed up for, a _____ is helpful.
text with the room and floor
300
Adding voicemail and email from a teleprospecting rep did what to response rates to marketing emails?
Improved them by 17%.
301
Do teleprospecting reps make cold calls or follow up scored leads?
Follow up on scored leads.
302
Define outbound communications.
Marketing reaching out to communicate with a contact.
303
Define inbound communication.
Potential buyers finding you on their own.
304
What was one of the most effective channels to communicate with executives about upcoming trade shows?
Direct mail.
305
Many companies are taking a wait-and-see attitude about which new social player?
Pinterest.
306
______ are what rule Pinterest.
Visuals.
307
For B2B brands, _____ represent the kind of high-profile visual content that rules on Pinterest.
Infographics.
308
Do infographics on Pinterest have to be your own?
No.
309
____ are a highly effective way of communicating data in a clear and concise manner.
Charts.
310
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
Identify Outbound campaign channels
311
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
Identify Inbound campaign channels
312
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
Determine the right mix
313
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
Determine the message for each channel
314
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
Measure effectiveness of each channel
315
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) _____.
Optimize based on metrics.
316
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
appropriate channel
317
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
buyer's journey
318
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 ______.
target audience.
319
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.
choose a campaign to assess;
320
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.
rate each of the five areas;
321
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.
choose one area for improvement
322
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) ____
benchmark before and after.
323
The five areas of a successful campaign are:
Goal, Audience, Message, Offer, Tactics.
324
The resources to assess in your reality check are: (1) ____, (2) process, (3) technology, (4) content, (5) offers, (6) communication channels.
people
325
The resources to assess in your reality check are: (1) people, (2) ____, (3) technology, (4) content, (5) offers, (6) communication channels.
process
326
The resources to assess in your reality check are: (1) people, (2) process, (3) _____, (4) content, (5) offers, (6) communication channels.
technology
327
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) ____, (5) offers, (6) communication channels.
content
328
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) ____, (6) communication channels.
offers
329
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) offers, (6) ______.
communication channels
330
The first step in successful campaign execution is governance and internal standards, such as getting _____ and _____ for campaigns.
Approval and signoff for campaigns.
331
The second step in successful campaign execution is to identify _____ involved.
Stakeholders and key people, including partners.
332
The third step in campaign execution is to gain ______
approvals.
333
How do you request approval or submit feedback if a campaign is not working?
Through a communication plan.
334
A training plan can cover things like....
How you use the naming convention and how you use the naming generator.
335
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
governance
336
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
stakeholders
337
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
approvals
338
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
communication plan
339
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
training plan
340
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
checklists
341
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
process to execute
342
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
testing
343
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) ____
launch
344
To ensure your campaign is executed flawlessly every time, use a _____
checklist.
345
A checklist documents critical items that must be...
checked EVERY TIME prior to a campaign launch.
346
If you work for a large enterprise organization you might need to have ____ and ____ sign off before you launch a campaign.
branding and legal
347
A campaign checklist is VERY _____
tactical.
348
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
match content and strategy to audience
349
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
check for relevance
350
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
confirm timing
351
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
comply with governance
352
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
align with internal standards
353
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
gain necessary approvals
354
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) ____
test.
355
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
send within 24 hours of introduction;
356
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
restate value proposition
357
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
set yourself up for future communication
358
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
include calls to action / special offers
359
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) ____
automate
360
When should a welcome campaign begin?
Within 24 hours of introduction.
361
To build a best in class Welcome Campaign, take the E10 class called....
Targeted Email Communications.
362
One of the best places to start your nurturing efforts is a ....
Welcome campaign.
363
Steps in automating: (1) _____; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) benchmark before and after
locate tasks that are currently manual
364
Steps in automating: (1) locate tasks that are currently manual; (2) _____; (3) prioritize; (4) automate; (5) benchmark before and after
determine if automation will improve efficiency and efficacy
365
Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) ____; (4) automate; (5) benchmark before and after
prioritize
366
Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) ____; (5) benchmark before and after
automate
367
Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) ____
benchmark before and after
368
Does every manual task need to be automated?
No.
369
4 reasons to automate nurture campaigns: (1) _____; (2) efficiency; (3) behavior-based nurturing; (4) increase effectiveness
Consistent timing
370
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) _____; (3) behavior-based nurturing; (4) increase effectiveness
efficiency
371
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) ______; (4) increase effectiveness
behavior-based nurturing;
372
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) behavior-based nurturing; (4) _____
increase effectiveness
373
If your goal is to communicate within 24 hours of a person being added to the database, then ....
you can never go on vacation unless you use automation
374
In an Allstate case study, open rate for triggered emails was ____ than batch and blast emails.
84% greater.
375
In an Allstate case study, click-through rate for triggered emails.....
outperformed batch email by 32%
376
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
purchase
377
Some possible triggers for nurturing: (1) purchase; (2) ______; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) event attendance
visit to website
378
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) _______; (4) product trial download; (5) abandoned shopping cart; (6) event attendance
white paper download
379
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) ______; (5) abandoned shopping cart; (6) event attendance
product trial download;
380
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) _______; (6) event attendance
abandoned shopping cart
381
Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) _______
event attendance
382
What will help you decide where to route individuals so that they have a coherent, relevant experience?
Automation.
383
If someone at the Prospect stage raises their hand and is interested, we need to determine if....
....they are qualified or not.
384
In nurturing to determine SAL vs. SQO, if prospect did not convert in anticipated timeframe you would want to....
Trigger a "Why Now" nurture campaign.
385
Automatic feeds for a campaign can come from 2 sources....
filters for activity or automatic feeds from a different campaign
386
When you are looking at automating campaign flow, make sure that there are not any leads left behind AND ....
that there are not any leads who are being bombarded by way too many communication
387
In a Metagenics case, how did they solve the hold-up of people not submitting forms with eSignatures?
Sent reminders to those who had not completed the form.
388
With the use of automation, triggers, and reminders, what did Metagenics see happen to their eSignature form completion rate?
Rose from 24% to 59%.
389
What did Metagenics do well? ____, made revisions in phases, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.
Documented baseline
390
What did Metagenics do well? Documented baseline, _____, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.
made revisions in phases
391
What did Metagenics do well? Documented baseline, made revisions in phases, _____, set up crossroads to react to trigger actions.
analyzed results at each stage of revisions
392
What did Metagenics do well? Documented baseline, made revisions in phases, analyzed results at each stage of revisions, _____.
set up crossroads to react to trigger actions
393
When should you analyze your automation efforts?
After each revision.
394
What does RPI stand for?
Revenue Performance Indicator
395
The RPI that shows the percentage of leads who will eventually purchase is....
Conversion
396
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
Lead stage
397
Conversion can be broken down by (1) Lead Stage, (2) _____; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) Type of Offer
Segment and/or Audience
398
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
Channel
399
Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) ______; (6) Type of Offer
Content and Messaging
400
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
401
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
Referral Source
402
Conversion by _____ is important for determining where to invest and focus your spend and your energy
Referral Source
403
Conversion by _____ shows you if you have the tone, content and wording that is most effective or if there is room for improvement.
content and messaging
404
Conversion by _____ is critical for deciding which types of events/assets are the most productive for your team.
type of offer
405
The RPI that measures the length of time it will take to realize revenue from a prospect is....
Velocity
406
To optimize lead flow through your funnel, start with measuring conversion and then move to _____
velocity.
407
It is impossible to determine Return on a campaign unless every campaign has what attributed to it?
Investment (and revenue)
408
No return can be calculated without a consistent way for ___ to be associated with every single campaign
cost
409
______ gives you visibility into what revenue is attributed back to your campaigns
Closed-Loop Reporting
410
What are two types of ROI that businesses measure?
Sourced ROI and Influenced ROI.
411
Sourced ROI measures which campaigns....
"caused" revenue generation.
412
Influenced ROI is ___-term ROI
long-term ROI
413
Influenced ROI or long-term ROI is often criticized as a....
silo-in-the-making
414
Closed-Loop Reporting Metrics include: (1) _____; (2) revenue attributed; (3) revenue influenced
opportunities attributed
415
Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) ______; (3) revenue influenced
revenue attributed
416
Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) revenue attributed; (3) ________
revenue influenced
417
Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) win; (5) ____
closed $
418
Cost metrics measure cost per: (1) ____; (2) qualified lead; (3) opportunity; (4) win; (5) closed $
name
419
Cost metrics measure cost per: (1) name; (2) _____; (3) opportunity; (4) win; (5) closed $
qualified lead
420
Cost metrics measure cost per: (1) name; (2) qualified lead; (3) _____; (4) win; (5) closed $
opportunity
421
Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) ___; (5) closed $
win
422
You can get to traditional ROI/cost metrics only after you...
...determine your revenue attribution.
423
If an Opportunity is created at the Account level....
...it cannot be attributed back to the individual marketing efforts.
424
To force Sales users to create Opportunities at the Contact level, some companies...
...choose to hide the Account tab.
425
The Return RPI = the total revenue attributed, divided by....
...the total campaign cost.
426
The Return RPI can be calculated both for...
all Campaigns and each Campaign.
427
The Return RPI shows the cost to bring in the next...
dollar of revenue.
428
Engagement metrics measure how ____ your marketing efforts are.
Sticky
429
As you benchmark and look for trends, it can be helpful to compare ____ or _____.
segments or regions.
430
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.
phrase the problem in the form of a question
431
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.
identify relevant metrics to help complete the story
432
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.
propose a possible explanation
433
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) ______.
document how to prove or disprove.
434
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?
The marketing manager looked into the metrics for individual Events and only cut the ones that were not performing well.
435
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.
purchased lists
436
Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, ________, form or tradeshow data with bad email addresses.
low data quality procedures
437
Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, low data quality procedures, _______
form or tradeshow data with bad email addresses.
438
If your cost per opportunity for a campaign was running higher than your average, what would be the best next step?
Develop a hypothesis, test, and optimize.
439
The concept of Targeting and Segmentation falls in the ______ phase of the RPM journey.
Demand Generation.
440
What is a simple definition of Targeting?
Finding your key audience.
441
In Targeting and Segmentation, you should benchmark the following things now: ________, Campaign Engagement, and Deliverability Rates.
Contact Field Completeness
442
In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, ________, and Deliverability Rates.
Campaign Engagement
443
In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, Campaign Engagement, and ________.
Deliverability Rates.
444
How often should you check benchmarked data for RPM Targeting and Segmentation?
Monthly at first, and then reduce the frequency to quarterly.
445
To benchmark Contact Field Completeness, select...
the 5 to 10 fields that are most important to your business and your ability to target.
446
Campaign Engagement metrics include ________, Click-to-Open rates, and Click Through rates.
form submits
447
Campaign Engagement metrics include form submits, ________, and Click Through rates.
Click-to-Open rates
448
Campaign Engagement metrics include form submits, Click-to-Open rates, and ________.
Click Through rates.
449
As data quality improves, _______ rates increase.
Deliverability
450
High bounceback rates cause Internet providers to decrease your ________.
sender score.
451
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.
The larger campaign saw a 3% open rate, and the smaller one saw a 19% open rate.
452
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.
The larger campaign saw a 16% click-to-open rate, and the smaller one saw a 17% click-to-open rate.
453
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.
The larger campaign saw a 3.5% click through rate, and the smaller one saw a 3.5% click through rate.
454
Higher campaign effectiveness is achieved when you deliver content to...
a relevant segment.
455
According to the Data Warehousing Institute, how much does poor data quality cost U.S. businesses?
More than $600 billion annually.
456
Poor data quality leads to: (1) __________, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.
lost productivity
457
Poor data quality leads to: (1) lost productivity, (2) _________, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.
lack of marketing and sales alignment
458
Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) _______, (4) lost trust, (5) bad reporting.
lack of customer analysis
459
Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) _____, (5) bad reporting.
lost trust
460
Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) _____.
bad reporting.
461
The five steps to data quality management are: (1) _______; (2) analyze existing data; (3) validate, standardize, and enrich; (4) automate; (5) optmize.
commit to data quality
462
The five steps to data quality management are: (1) commit to data quality; (2) ________; (3) validate, standardize, and enrich; (4) automate; (5) optmize.
analyze existing data
463
The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) ____, ____ and ____; (4) automate; (5) optmize.
validate, standardize, and enrich
464
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.
automate
465
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) ____.
optimize
466
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.
70% more revenue
467
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.
identify key stakeholders
468
To commit to data quality, (1) identify key stakeholders; (2) _________; (3) define metrics of success and benchmark current data health; (4) create a plan.
define and prioritize your goals
469
To commit to data quality, (1) identify key stakeholders; (2) define and prioritize your goals; (3) _________; (4) create a plan.
define metrics of success and benchmark current data health
470
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) _______
create a plan.
471
Data cleansing is not a solo task, particular if you have...
... integrated systems such as Eloqua and CRM.
472
In one case study, a company created a cross-functional team focused on improving Data Quality, called a....
Data Quality Council.
473
In the data quality improvement drive, the company drove 8-week _____ to improve data.
sprint projects
474
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.
identify & prioritize goals;
475
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.
define reports to measure success
476
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.
select tools and tactics
477
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.
create communication plan
478
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) ________.
provide rewards and disincentives
479
Analyzing existing data involves analyzing: (1) _____; (2) data weaknesses; (3) data usage.
data sources
480
Analyzing existing data involves analyzing: (1) data sources; (2) _______; (3) data usage.
data weaknesses
481
Analyzing existing data involves analyzing: (1) data sources; (2) data weaknesses; (3) _______.
data usage.
482
According to Sirius Decisions, a data strategy that solves conflicts _______ can lead to a 25% increase in converting inquiries to marketing-qualified leads.
at the source
483
According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a ___% _____ in converting inquires to marketing-qualified leads.
25% increase
484
According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a 25% increase in converting inquires to _______.
marketing-qualified leads.
485
6 data sources include: (1) ____, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system
events
486
6 data sources include: (1) events, (2) ______, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system
client support
487
6 data sources include: (1) events, (2) client support, (3) ___, (4) form data, (5) sales reps, (6) purchasing system
CRM
488
6 data sources include: (1) events, (2) client support, (3) CRM, (4) ______, (5) sales reps, (6) purchasing system
form data
489
6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) ________, (6) purchasing system
sales reps
490
6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) ______
purchasing system
491
Three types of data sources are: (1) _____, (2) other systems, (3) non-controlled sources
continual sources
492
Three types of data sources are: (1) continual sources, (2) ______, (3) non-controlled sources
other systems
493
Three types of data sources are: (1) continual sources, (2) other systems, (3) ______
non-controlled sources
494
Give 3 examples of a continual source of data for Eloqua.
Web forms, trial downloaders, and webinar registrants.
495
Give one example of another system connected to Eloqua that acts as a data source.
CRM
496
Give three examples of a non-controlled data source for Eloqua
Business cards, trade show lists, third party systems like Ticketmaster.
497
Rate your data source quality for (1) _______, (2) accuracy, (3) validity, (4) degree of consistency, (5) duplication, (6) age
completeness
498
Rate your data source quality for (1) completeness, (2) ______, (3) validity, (4) degree of consistency, (5) duplication, (6) age
accuracy
499
Rate your data source quality for (1) completeness, (2) accuracy, (3) ______, (4) degree of consistency, (5) duplication, (6) age
validity
500
Rate your data source quality for (1) completeness, (2) accuracy, (3) validity, (4) _______, (5) duplication, (6) age
degree of consistency
501
Rate your data source quality for (1) completeness, (2) accuracy, (3) validity, (4) degree of consistency, (5) duplication, (6) ___
age
502
Rate your data source quality for (1) completeness, (2) accuracy, (3) validity, (4) degree of consistency, (5) _____, (6) age
duplication
503
Accuracy refers to whether the data is ____; validity refers to whether the data is ____.
Accuracy refers to whether the data is true (e.g. a job title is current); validity refers to whether the data is valid (e.g. a real phone number).
504
After reviewing your data sources, select a high impact data source and ____
set goals to control the data quality that comes in.
505
Prioritize your goals: (1) fix high visibility / high usage information; (2) fix business specific information; (3) remove duplicate fields; (4) ____.
remove irrelevant fields
506
Prioritize your goals: (1) ________; (2) fix business specific information; (3) remove duplicate fields; (4) remove irrelevant fields.
fix high visibility / high usage information
507
Prioritize your goals: (1) fix high visibility / high usage information; (2) _______; (3) remove duplicate fields; (4) remove irrelevant fields.
fix business specific information
508
Prioritize your goals: (1) fix high visibility / high usage information; (2) fix business specific information; (3) _________; (4) remove irrelevant fields.
remove duplicate fields
509
Examples of business-specific information include _____ and _______.
Opportunity types and funnel stages.
510
An example of a duplicate field would be capturing company size in an Account or Company field as well as in a field on the ________.
Contact record.
511
The three categories of tools for tracking data quality are: (1) ________, (2) Standardize and Cleanse, (3) Enrich.
Validate and Verify
512
The three categories of tools for tracking data quality are: (1) Validate and Verify, (2) _______, (3) Enrich.
Standardize and Cleanse
513
The three categories of tools for tracking data quality are: (1) Validate and Verify, (2) Standardize and Cleanse, (3) ____.
Enrich.
514
What did Eloqua find out about the Job Titles submitted in forms?
Almost 14% were fake.
515
What is true of faulty email addresses?
20% of them simply have a typo.
516
To prevent junk data from getting into your system, evaluate 2 things about a form:
Whether a form is necessary at all, or whether it can be modified to reduce junk information.
517
If content is gated extremely early in the buying process, you may not have ________.
earned a visitor's trust yet.
518
Consider removing some of the gates from in front of the content placed in the initial stages of the buyer's journey, to reduce _____.
junk data.
519
How many job titles did Eloqua have in its system before standardization?
More than 15,000
520
Can you effectively target based on Job Title when that field is not standardize?
No.
521
Before you standardize, you must have...
agreed-upon standards.
522
Standardizing job titles already started during your...
SmartStart.
523
To standardize job titles, even if you were not the person that went through the SmartStart for your company, you can refer to a document called
CRM or SFDC Integration Field Mapping Spreadsheet.
524
The CRM or SFDC Integration Field Mapping Spreadsheet lists your ______ and the _______ they are mapped to in Eloqua. It also lists the _____.
CRM fields and the Contact Fields they are mapped to in Eloqua. It also lists the field type.
525
If you choose to standardize and change some fields from being Text to Picklists, you need to update the...
field type.
526
To update your CRM or SFDC Integration Mapping Spreadsheet with additional data quality information, add tabs for...
Acceptable Values and Formatting Notes.
527
In data standardization, it should be a priority to standardize fields you need for ____ and _____.
targeting and scoring.
528
Why enrich your data?
Because shorter forms create the opportunity for precise targeting.
529
What should you avoid when using enriched data?
Creepy!
530
Could you enrich your data by appending purchase history, Klout Score, census data?
Yes.
531
A manual approach to data cleansing can be burdensome. Why not....
automate?
532
A good step to automating data cleansing is to update your workflow by adding _____ instead of text boxes, and ____ to your forms.
picklists instead of text boxes, and validation to your forms.
533
You can set up a one-time wash of your existing data via the ______ or by contracting a _______
Contact Washing Machine, or by contracting a third-party cleansing service.
534
Eloqua partners such as DandB, Hoovers, and ReachForce can helo to....
....periodically import and automatically update contact records.
535
The final step in data cleansing is....
integration.
536
Data cleansing integration enables ______ to take place in the background.
continual cleansing
537
An integrated Contact Washing Machine within Eloqua's _______ continually cleanses and normalizes Contacts.
Program Builder
538
Integrated third party cleansing uses ________ .
cloud connectors.
539
Integrated third party enrichment ________ data.
appends
540
Within the AppCloud you can find __________, which scans your data for First Name, Full Name, Email Address, and Phone Number in search of suspect data.
Eloqua Name Analyzer
541
You can find the Eloqua Name Analyzer and Eloqua Data Editors in the _________.
AppCloud.
542
______________ eliminate the need to manipulate data in the spreadsheet prior to upload.
Eloqua Data Editors
543
When enriching your data, (1) understand what data provides additional value, (2) add missing data from third party sources, (3) ______.
add intelligence from other internal sources.
544
When enriching your data, (1) understand what data provides additional value, (2) ______, (3) add intelligence from other internal sources.
add missing data from third party sources
545
When enriching your data, (1) ______, (2) add missing data from third party sources, (3) add intelligence from other internal sources.
understand what data provides additional value
546
According to Gartner, data quality _____ rapidly.
decays.
547
According to Gartner, enterprises should follow a methodology that includes regular measurement of data quality with goals for improvement and deployment of process improvements and technology. In other words, we...
Optimize.
548
How many job titles did Eloqua used to have in its database?
15,000
549
Did Eloqua choose to overwrite the Job Title the individual had given htem?
No, they created a second field called Normalized Job Title to store the standard value.
550
For data quality, you should continually monitor ______, Contact Field Completeness, and Contact Field Value.
database growth
551
For data quality, you should continually monitor database growth, ______, and Contact Field Value.
Contact Field Completeness
552
For data quality, you should continually monitor database growth, Contact Field Completeness, and _____.
Contact Field Value
553
_____ reports reveal spikes and dips in Contact growth, and also show Reach.
Contact Growth
554
The database size minus unsubscribes and hard bouncebacks is known as...
Reach
555
The ______ report shows how complete the fields in your database are.
Contact Field Completeness
556
The Contact Field Value report can be used to measure the _______ of your data.
consistency
557
To set a standardization or enrichment goal, (1) _______; (2) See if it is complete, current, consistent, and correct; (3) choose the best tool to improve this field; (4) benchmark before and after.
choose a field that is key for your targeting efforts
558
To set a standardization or enrichment goal, (1) choose a field that is key for your targeting efforts, (2) __________; (3) choose the best tool to improve this field; (4) benchmark before and after.
See if it is complete, current, consistent, and correct
559
To set a standardization or enrichment goal, (1) choose a field that is key for your targeting efforts; (2) See if it is complete, current, consistent, and correct; (3) __________; (4) benchmark before and after.
choose the best tool to improve this field
560
To set a standardization or enrichment goal, (1) choose a field that is key for your targeting efforts, (2) See if it is complete, current, consistent, and correct; (3) choose the best tool to improve this field; (4) _________.
benchmark before and after
561
What are the two main ways of finding your target audience?
(1) Allow your Contacts to self-target; (2) Marketing targets
562
To self-target, (1) ____, (2) use a Preference Center, (3) respect the preferences.
use subscription management
563
To self-target, (1) use subscription management, (2) ________, (3) respect the preferences.
use a Preference Center
564
To self-target, (1) use subscription management, (2) use a Preference Center, (3) _______.
respect the preferences
565
To do targeting from within Marketing, (1) _______, (2) identify key segments, (3) match target audience to message.
create persona
566
To do targeting from within Marketing, (1) create persona, (2) ________, (3) match target audience to message.
identify key segments
567
To do targeting from within Marketing, (1) create persona, (2) identify key segments, (3) _________.
match target audience to message
568
According to Andreas S. Weigend from Amazon, the future of marketing is based on (1) how we enhance the ___________ and (2) providing more detailed messaging by asking the subscriber for more detailed information.
digital experience of a subscriber
569
According to Andreas S. Weigend from Amazon, the future of marketing is based on (1) how we enhance the digital experience of a subscriber and (2) providing more detailed messaging by ____________.
asking the subscriber for more detailed information
570
If you ask for information...
you need to use that information.
571
Besides asking outright, how does Amazon learn about our preferences?
Through our online behavior.
572
According to a Forrester survey, how many people felt the marketing emails they received were relevant to their wants and needs?
92% felt that the email marketing they received was not relevant to their wants and needs.
573
According to a Forrester survey, how many people felt companies should let them decide how they would like to be contacted?
93%
574
Forrester measured 4 positive impacts in capturing and using customer preference: (1) _____, (2) higher customer retention; (3) better campaign results; (4) higher customer satisfaction.
improved ROI
575
Forrester measured 4 positive impacts in capturing and using customer preference: (1) improved ROI, (2) ________; (3) better campaign results; (4) higher customer satisfaction.
higher customer retention
576
Forrester measured 4 positive impacts in capturing and using customer preference: (1) improved ROI, (2) higher customer retention; (3) _______; (4) higher customer satisfaction.
better campaign results
577
Forrester measured 4 positive impacts in capturing and using customer preference: (1) improved ROI, (2) higher customer retention; (3) better campaign results; (4) _____.
higher customer satisfaction
578
________ records customer preferences about the type of communication, such as newsletters or product alerts.
Subscription data
579
_________ helps customize the message to the user and improves relevance.
Preference data
580
Preference data is collected __________ and __________
explicitly through forms and surveys, and implicitly by watching behavior.
581
Contacts should be given the opportunity to update their own _____ information.
contact detail
582
Allowing contacts to update their _______ can maintain a high degree of data quality.
profile data
583
________ give contacts the ability to define and control the types of email communications they receive.
Subscription Centers
584
When a visitor visits your Subscription Center, it is best practice to ______
inform them of their current subscription status.
585
In a Subscription Center, provide _____ of content options, including ______ and _______
clear descriptions including topics and frequency.
586
When describing the content options offered in a subscription center, include ____ and frequency.
topics
587
When describing the content options offered in a subscription center, include topics and _____.
frequency.
588
If a user clicks Subscribe or Unsubscribe...
they should be immediately taken to the Subscription Center.
589
It is illegal to have a visitor _____ in order to unsubscribe.
click more than once.
590
Is it legal to force visitors to enter additional information beyond email address, in order to unsubscribe?
No.
591
Three methods of targeting your messages - increasing in complexity - are , Behavioral Cues, and Full Service Preference Center.
Subscription Center
592
Three methods of targeting your messages - increasing in complexity - are Subscription Center, _______, and Full Service Preference Center.
Behavioral Cues
593
Three methods of targeting your messages - increasing in complexity - are Subscription Center, Behavioral Cues, and _____.
Full Service Preference Center.
594
Behavioral Cues use ________ to target messaging.
digital body language.
595
What percentage of Eloqua customers currently have a full-blown Preference Center?
Less than 10%
596
Message customization options include _____, topics, business challenge, product or brand, region.
language
597
Message customization options include language, ____, business challenge, product or brand, region.
topics
598
Message customization options include language, topics, _______, product or brand, region.
business challenge
599
Message customization options include language, topics, business challenge, ______, region.
product or brand
600
Message customization options include language, topics, business challenge, product or brand,____.
region
601
Is a Preference Center the same as, or different from, a Subscription Center?
Different.
602
Your Preference Center can be much shorter if you use inferred ___________.
interest based o the user's behavior.
603
When deciding on what preferences to offer, think of how your ____ is categorized. Why?
website - because consistency helps clarity.
604
Should you combine expressed interest from a Preference Center with interest implicit from online behavior?
Yes.
605
When planning a preference center, the first step is to define...
User Needs
606
When defining User Needs for a preference center, you need to define what data ______.
you want users to be able to self-manage.
607
To define User Needs for a preference center think about (1) will existing data be displayed? (2) _________? (3) which fields can they modify? (4) access via email or website?
how do users modify?
608
To define User Needs for a preference center think about (1) will existing data be displayed? (2) how do users modify? (3) ________? (4) access via email or website?
which fields can they modify?
609
To define User Needs for a preference center think about (1) will existing data be displayed? (2) how do users modify? (3) which fields can they modify? (4) ____?
access via email or website?
610
To define a Preference Center's architecture and data flow, consider (1) do you have the right infrastructure? (2) should data immediately synch with other systems or do you need to quarantine, cleanse, and validate the data first? (3) ____?
who internally can modify user records, and when?
611
To define a Preference Center's architecture and data flow, consider (1) do you have the right ____? (2) should data immediately synch with other systems or do you need to quarantine, cleanse, and validate the data first? (3) who internally can modify user records, and when?
infrastructure
612
To define a Preference Center's architecture and data flow, consider (1) do you have the right infrastructure? (2) should data immediately synch with other systems or ....? (3) who internally can modify user records, and when?
do you need to quarantine, cleanse, and validate the data first?
613
Industries that use Preference Centers the most are Think Tanks, _____, Entertainment and Sports Franchises, and Hospitality clients.
Election Campaigns,
614
Industries that use Preference Centers the most are Think Tanks, Election Campaigns, _____, and Hospitality clients.
Entertainment and Sports Franchises
615
Industries that use Preference Centers the most are Think Tanks, Election Campaigns, Entertainment and Sports Franchises, and _______.
Hospitality clients
616
Industries that use Preference Centers the most are ______, Election Campaigns, Entertainment and Sports Franchises, and Hospitality clients.
Think Tanks
617
The two guiding principles of preference center respect are (a) ______; (b) if you provide choice you must honor it.
only build what you can support
618
The two guiding principles of preference center respect are (a) only build what you can support; (b) _____.
if you provide choice you must honor it
619
In Standard and Poor's case study, asking for contact updates resulted in their subscription lists growing by ____
30%.
620
In the Standard and Poor's study, ____ updated their profiles after the first request, and of these, ___% were senior management.
15.5% updated their profiles after the first request, and of these, 8% were senior management.
621
If you set up a Preference Center, you need to...
Inform visitors on how to access it.
622
A Preference Center can (1) _____, (2) improve message effectiveness, (3) increase customer loyalty.
decrease global unsubscription
623
A Preference Center can (1) decrease global unsubscription, (2) _____, (3) increase customer loyalty.
improve message effectiveness
624
A Preference Center can (1) decrease global unsubscription, (2) improve message effectiveness, (3) _____.
increase customer loyalty
625
Subscription Centers create options beyond ____
global unsubscribe.
626
Subscription Centers clarify descriptions of each ________.
subscription option.
627
Subscription Centers communicate _____.
current subscription status.
628
If applicable, and you are truly ready to respond to more data than a Subscription Center can provide, start a ______.
Preference Center.
629
RPM Metrics for preference and subscription management are (1) _______; (2) subscription rate; (3) complain rate; (4) sender score; (5) deliverability rate.
unsubscription rate
630
RPM Metrics for preference and subscription management are (1) unsubscription rate; (2) _____; (3) complain rate; (4) sender score; (5) deliverability rate.
subscription rate
631
RPM Metrics for preference and subscription management are (1) unsubscription rate; (2) subscription rate; (3) _______; (4) sender score; (5) deliverability rate.
complain rate
632
RPM Metrics for preference and subscription management are (1) unsubscription rate; (2) subscription rate; (3) complain rate; (4) ______; (5) deliverability rate.
sender score
633
RPM Metrics for preference and subscription management are (1) unsubscription rate; (2) subscription rate; (3) complain rate; (4) sender score; (5) ____.
deliverability rate
634
A _____ is a fictional character created to represent your ideal buyer or buyers.
Persona
635
You may have multiple ____ for different buyer types
personas
636
Personas are used to help inform how you _______ your database.
segment
637
Where can you find a refresher on Personas?
In Topliners, search for the Persona recordings.
638
An example to help you understand Personas is colleague vs....
CEO
639
The first step in building a persona is to recognize that there are different types of ____.
buyers.
640
Stephen E. Heiman's book, ______, provides some principles to work with in defining personas.
The New Strategic Selling
641
Heiman defines five buyer types: (1) Economic Buyer, (2) _____, (3) Technical Buyer, (4) Coach aka Champion, (5) Influencer
User Buyer
642
Heiman defines five buyer types: (1) Economic Buyer, (2) User Buyer, (3) ____, (4) Coach aka Champion, (5) Influencer
Technical Buyer
643
Heiman defines five buyer types: (1) _______, (2) User Buyer, (3) Technical Buyer, (4) Coach aka Champion, (5) Influencer
Economic Buyer
644
Heiman defines five buyer types: (1) Economic Buyer, (2) User Buyer, (3) Technical Buyer, (4) ___ aka____, (5) Influencer
Coach aka Champion
645
Heiman defines five buyer types: (1) Economic Buyer, (2) User Buyer, (3) Technical Buyer, (4) Coach aka Champion, (5) _____
Influencer
646
The _____ buyer type is especially prevalent in long B2B cycles.
Influencer
647
Not all buyer types ...
enter the buyer's journey at the same time.
648
Some personas need less content and communication because...
...their journey is shorter.
649
With a shorter buyer's journey, you need to find creative ways to...
get them up to speed quickly and painlessly.
650
Which buyer type asks questions about system security and integration?
Technical Buyer.
651
Which buyer type signs the contract and the check?
Economic Buyer
652
Which buyer type uses your solution day-to-day?
User Buyer.
653
To start defining a persona, (1) ________, (2) make your persona sound like a real person, (3) call out key attributes to understand what makes them tick.
give your persona a name
654
To start defining a persona, (1) give your persona a name, (2) _______, (3) call out key attributes to understand what makes them tick.
make your persona sound like a real person
655
To start defining a persona, (1) give your persona a name, (2) make your persona sound like a real person, (3) _________.
call out key attributes to understand what makes them tick
656
When building a persona, don't forget to reference...
The persona template that was provided during class.
657
The persona template is also available from...
Topliners.
658
To define the persona, the first step is to assign the persona a ____, job title, and buyer type.
name
659
To define the persona, the first step is to assign the persona a name, ____, and buyer type.
job title
660
To define the persona, the first step is to assign the persona a name, job title, and _____.
buyer type
661
Personal Attributes are a sidebar that is a snapshot of your...
Ideal Customer Profile.
662
What does ICP stand for?
Ideal Customer Profile
663
Are stereotypes bad, in persona definition? Why or why not?
No. When used with clarity they can help you make decisions.
664
Stereotype information can be used as a guide on how to...
Address the majority of a group.
665
Firmographic attributes include _____, verticals, and company size.
common titles
666
Firmographic attributes include common titles, _____, and company size.
verticals
667
Firmographic attributes include common titles, verticals, and _____.
company size
668
If you find it difficult to choose one Job Title, start by...
Listing out all the common Job Titles.
669
In persona definition, understanding job responsibilities can help you understand their ______, responsibilities, and short term goals.
day-to-day needs
670
In persona definition, understanding job responsibilities can help you understand their day-to-day needs, ____, and short term goals.
responsibilities
671
In persona definition, understanding job responsibilities can help you understand their day-to-day needs, responsibilities, and ____.
short term goals
672
You should make sure to match your persona's responsibilities to...
Your products or solutions.
673
Pain points answer what question?
What messages will resonate?
674
Key Drivers and Motivators answer: (1) ______? (2) What messaging and tone will resonate?
Why would this person be motivated to make a change or buy a product or service
675
Key Drivers and Motivators answer: (1) Why would this person be motivated to make a change or buy a product or service? (2) _____?
What messaging and tone will resonate?
676
A ______ is where a persona goes for validation when in the buying cycle.
validator
677
The ______ is probably the last thing you will construct in your persona.
Profile Overview
678
The _____ is a narrative or summary.
Profile Overview
679
5 steps to building Personas: (1) Research Ideal Customers; (2) __; (3) Brainstorm and Create the Persona; (4) Map the Journey; (5) Apply RPM
Gather the Team;
680
5 steps to building Personas: (1) _____; (2) Gather the Team; (3) Brainstorm and Create the Persona; (4) Map the Journey; (5) Apply RPM
Research Ideal Customers
681
5 steps to building Personas: (1) Research Ideal Customers; (2) Gather the Team; (3) _______; (4) Map the Journey; (5) Apply RPM
Brainstorm and Create the Persona
682
5 steps to building Personas: (1) Research Ideal Customers; (2) Gather the Team; (3) Brainstorm and Create the Persona; (4) ______; (5) Apply RPM
Map the Journey
683
5 steps to building Personas: (1) Research Ideal Customers; (2) Gather the Team; (3) Brainstorm and Create the Persona; (4) Map the Journey; (5) ____
Apply RPM
684
If you are having trouble figuring out who your best customers are, talk to ____!
finance
685
The first step in researching your ideal customer is to list your _______.
best customers.
686
You get your best customers where ____, ____, and _____ meet.
where Value, Revenue, and Profitability meet.
687
To create personas, your team should include representatives from your _______, and the ______.
client-facing team, and the rock stars.
688
To start a team brainstorm about persona, begin with a _______.
list of questions.
689
When creating personas, you should start with ________.
the most important persona to your business.
690
The stages of the buying process are (1) ____, (2) prospect, (3) qualified lead, (4) sales accepted lead, (5) sales qualified opportunity, (6) customer.
suspect
691
The stages of the buying process are: (1) suspect, (2) ___, (3) qualified lead, (4) sales accepted lead, (5) sales qualified opportunity, (6) customer.
prospect
692
The stages of the buying process are: (1) suspect, (2) prospect, (3) _____, (4) sales accepted lead, (5) sales qualified opportunity, (6) customer.
qualified lead
693
The stages of the buying process are: (1) suspect, (2) prospect, (3) qualified lead, (4) ____, (5) sales qualified opportunity, (6) customer.
sales accepted lead
694
The stages of the buying process are: (1) suspect, (2) prospect, (3) qualified lead, (4) sales accepted lead, (5) ____, (6) customer.
sales qualified opportunity
695
The stages of the buying process are: (1) suspect, (2) prospect, (3) qualified lead, (4) sales accepted lead, (5) sales qualified opportunity, (6) _____.
customer.
696
The "________" chart maps the questions a Persona has across the buying cycle.
Persona's Journey
697
What type of campaign would address, for example, an Economic Buyer type who only participates in the Justify and Purchase phases of a buyer's journey?
A Quick Ramp-up Campaign
698
Personas should be used as a tool to guide your ____
marketing decisions.
699
Personas can shape your __, campaigns, collateral development, media mix strategy, and training.
data segments
700
Personas can shape your data segments, _______, collateral development, media mix strategy, and training.
campaigns
701
Personas can shape your data segments, campaigns, _______, media mix strategy, and training.
collateral development
702
Personas can shape your data segments, campaigns, collateral development, ______, and training.
media mix strategy
703
Personas can shape your data segments, campaigns, collateral development, media mix strategy, and ______.
training
704
An Eloqua customer improved their email marketing campaign response by up to ____ by leveraging personas.
up to 300%
705
Personas help you focus on the ___.
user.
706
You should _____ of your database by persona.
monitor the health
707
To stay accurate, your personas require ___
updating.
708
Test the ___, not the persona.
strategy
709
Persona development checklist: (1) _______, (2) identify key buyer types, (3) gather your team, (4) brainstorm for your most important persona, (5) map your persona's buying journey, (6) monitor and tweak your personas
research ideal customer
710
Persona development checklist: (1) research ideal customer, (2) _______, (3) gather your team, (4) brainstorm for your most important persona, (5) map your persona's buying journey, (6) monitor and tweak your personas
identify key buyer types
711
Persona development checklist: (1) research ideal customer, (2) identify key buyer types, (3) gather your team, (4) ______, (5) map your persona's buying journey, (6) monitor and tweak your personas
brainstorm for your most important persona,
712
Persona development checklist: (1) research ideal customer, (2) identify key buyer types, (3) gather your team, (4) brainstorm for your most important persona, (5) _________, (6) monitor and tweak your personas
map your persona's buying journey
713
Persona development checklist: (1) research ideal customer, (2) identify key buyer types, (3) gather your team, (4) brainstorm for your most important persona, (5) map your persona's buying journey, (6) ____
monitor and tweak your personas
714
To start targeting, the three main action steps are (1) ______, (2) create segments, (3) benchmark.
define segments
715
To start targeting, the three main action steps are (1) define segments, (2) _____, (3) benchmark.
create segments
716
To start targeting, the three main action steps are (1) define segments, (2) create segments, (3) __.
benchmark
717
A Campaign is a specific set of ____ used in communicating a go-to-market message with the objective of moving an individual from one stage to the next in an evaluation process.
assets
718
A Campaign is a specific set of assets used in communicating a _____ with the objective of moving an individual from one stage to the next in an evaluation process.
go-to-market message
719
A Campaign is a specific set of assets used in communicating a go-to-market message with the objective of ________.
moving an individual from one stage to the next in an evaluation process.
720
_______ are how you communicate with your target audience.
Campaigns
721
____ are individual pieces in a campaign.
Assets
722
____ is the incentive for an individual to respond to a Campaign.
Offer
723
A lot of how you define a campaign reflects _____.
your own business and reporting needs.
724
It is best practice to be _____ with how you define a campaign.
consistent
725
Closed loop reporting enables the Marketing team to...
claim the revenue that they sourced or influenced.
726
To show ROI, you must input...
Investment.
727
To calculate campaign cost, you need a ____ for each type of campaign.
cost structure
728
____ is a portion of your database you plan to target in a marketing communication.
Segment
729
The two most obvious audience types are ____ and ____.
customers and prospects.
730
What is one example of a business specific audience?
Sports franchise: single ticket buyers vs season ticket buyers. Nonprofit: donors, volunteers, members. Healthcare: doctors, patients.
731
Is a persona a segment?
No, but a persona helps you configure your segment.
732
Segments need to get more ____ than personas.
granular
733
5 types of Campaign Objectives: (1) _____, (2) lead generation, (3) on-boarding/adoption, (4) renewal, (5) up-sell/cross-sell
contact acquisition
734
5 types of Campaign Objectives: (1) contact acquisition, (2) _____, (3) on-boarding/adoption, (4) renewal, (5) up-sell/cross-sell
lead generation
735
5 types of Campaign Objectives: (1) contact acquisition, (2) lead generation, (3) ______, (4) renewal, (5) up-sell/cross-sell
on-boarding/adoption
736
5 types of Campaign Objectives: (1) contact acquisition, (2) lead generation, (3) on-boarding/adoption, (4) _____, (5) up-sell/cross-sell
renewal
737
5 types of Campaign Objectives: (1) contact acquisition, (2) lead generation, (3) on-boarding/adoption, (4) renewal, (5) _____.
up-sell/cross-sell
738
One way you do not overload visitors with a long form or ask them the same questions repeatedly is to leverage ______.
Progressive Profiling.
739
What do most consumers do when they want off your list?
68% Unsubscribe.
740
What do 42% of consumers do when they want off your email list?
Ignore or delete the email.
741
What do 7% of consumers do when they want off your email list?
Set up a filter.
742
People who ignore or delete your email or set up a filter are still in your database, but they are _____ or ______.
emotionally unsubscribed.
743
_____ are individuals who have not engaged with your organization over the course of a Sales cycle.
Inactive Contacts
744
Inactive Contacts are
individuals who have not engaged with your organization over the course of a Sales cycle.
745
What kind of campaign should you consider conducting for inactive leads?
A re-engagement campaign.
746
True Story: National Instruments targeted inactive Contacts with an email from Sales that contained a ____ and got a 25% lift in engagement.
personalized signature.
747
National Instruments' re-engagement campaign, containing a personalized signature from Sales, resulted in....
a 25% lift in engagement.
748
____ is the RPI that locates the total marketable Contacts.
Reach.
749
Reach is everyone in your database who is not _________
globally unsubscribed or a hard bouncebacks.
750
As a general rule of thumb you want your Reach to trend...
positively.
751
Reach becomes more valuable when you start to measure Reach by (1) ____, (2) Inactive Contacts, (3) Segment, (4) Lead Score, (5) Communication Channel
Active Contacts
752
Reach becomes more valuable when you start to measure Reach by (1) Active Contacts, (2) ______, (3) Segment, (4) Lead Score, (5) Communication Channel
Inactive Contacts
753
Reach becomes more valuable when you start to measure Reach by (1) Active Contacts, (2) Inactive Contacts, (3) _______, (4) Lead Score, (5) Communication Channel
Segment
754
Reach becomes more valuable when you start to measure Reach by (1) Active Contacts, (2) Inactive Contacts, (3) Segment, (4) ____, (5) Communication Channel
Lead Score
755
Reach becomes more valuable when you start to measure Reach by (1) Active Contacts, (2) Inactive Contacts, (3) Segment, (4) Lead Score, (5) __________.
Communication Channel
756
Where along the RPM journey does the concept of lead quality fall?
Lead Management
757
In the Aberdeen 2012 RPM report, how did they define the best-in-class companies?
The top 20% aggregate performers.
758
According to Aberdeen, ___ of the best-in-class companies have processes and resources to manage lead quality?
70%
759
According to Aberdeen, ___ of best-in-class companies have defined, standardized, and documented lead management processes.
67%
760
According to Aberdeen, ___ of best-in-class companies have a dedicated resource responsible for optimizing lead management.
69%
761
According to Aberdeen, ___ of best-in-class companies have the ability to measure the close rate of marketing-generated leads via CRM integration.
65%
762
According to Aberdeen, the best-in-class companies achieved _____ year-over-year rise in marketing contribution to company revenue compared to ____ for industry average and ____ for Laggards.
18%, 6% for industry average, no increase for Laggards.
763
Aberdeen’s 2012 RPM report showed that ________ is the foundation of RPM.
Marketing Process Management
764
Some companies have just two groups - ____ bucket and _____ bucket
a Leads bucket and an Opportunities bucket
765
The Eloqua Integrated Marketing and Sales Funnel has 6 stages: (1) ____ (2) prospect (3) marketing qualified lead (4) sales accepted lead (5) sales qualified opportunity (6) $$
suspect
766
The Eloqua Integrated Marketing and Sales Funnel has 6 stages: (1) suspect (2) _____ (3) marketing qualified lead (4) sales accepted lead (5) sales qualified opportunity (6) $$
prospect
767
The Eloqua Integrated Marketing and Sales Funnel has 6 stages: (1) suspect (2) prospect (3) _____ (4) sales accepted lead (5) sales qualified opportunity (6) $$
marketing qualified lead
768
The Eloqua Integrated Marketing and Sales Funnel has 6 stages: (1) suspect (2) prospect (3) marketing qualified lead (4) _______ (5) sales qualified opportunity (6) $$
sales accepted lead
769
The Eloqua Integrated Marketing and Sales Funnel has 6 stages: (1) suspect (2) prospect (3) marketing qualified lead (4) sales accepted lead (5) ____ (6) $$
sales qualified opportunity
770
The Eloqua Integrated Marketing and Sales Funnel has 6 stages: (1) suspect (2) prospect (3) marketing qualified lead (4) sales accepted lead (5) sales qualified opportunity (6) __
$$
771
An integrated funnel looks at the entire ____ including both ___ and ____.
An integrated funnel looks at the entire pipeline including both Marketing and Sales.
772
One of the key differentiations the funnel allows for is between ____ and _____.
responder and qualified buyer.
773
The Eloqua funnel can be joined up with the ________.
buyer's journey.
774
At the ____ stage of the buyer's journey and the ____ stage of the funnel, marketing needs to continue to nurture until the buyer becomes sales-ready.
Learn / Prospect
775
At the Interest / Suspect stage of journey / funnel, Marketing is trying to determine the potential buyer's level of ________
qualification and interest.
776
When someone is Evaluating, they are at the ______ stage of the funnel.
marketing qualiafied lead.
777
When someone is at the Justify stage of the buyer's journey they are at the _____ stage of the funnel.
Sales Accepted Lead
778
Whether you use the Eloqua integrated funnel or your own, it is critical to create an integrated sales and marketing funnel and ____ each of the stages.
define
779
You need to define both the _________ and the ________.
Internal marketing and sales funnel stages; and the buyer's journey.
780
The Lead Quality class focuses on the funnel from the ____ phase onwards.
Prospect
781
If you optimize qualification and conversion rates at the top of the funnel, revenue increases at the bottom of the funnel because of the _____
trickle-down effect.
782
Why would sales accept the concept of an integrated funnel?
Because the leads are higher quality.
783
If you educate sales on lead management, they will know they can ______ leads that are not optimized.
reject
784
In lead quality, benchmark at the beginning: (1) _______, (2) # of new prospects, (3) # qualified leads, (4) lead score distribution
Form submissions
785
In lead quality, benchmark at the beginning: (1) Form submissions, (2) ________, (3) # qualified leads, (4) lead score distribution
of new prospects
786
In lead quality, benchmark at the beginning: (1) Form submissions, (2) # of new prospects, (3) ______, (4) lead score distribution
qualified leads
787
In lead quality, benchmark at the beginning: (1) Form submissions, (2) # of new prospects, (3) # qualified leads, (4) _______
lead score distribution
788
What is a bonus metric to benchmark at the beginning of lead quality efforts?
Conversion
789
What is a simple way to see a quick snapshot of Campaign Engagement?
Form submits.
790
To show the net new individuals who have showed some interest, benchmark the number of _____
new prospects in your database.
791
If certain lead scores have a balloon of leads while other scores have none, what conclusion can you draw?
That your lead scoring model may need adjustmnet.
792
Companies that standardize lead management across sales and marketing report ___ lead conversion rate.
107% better lead conversion rate
793
Companies that standardize lead management across sales and marketing report ___ deal size average.
40% greater deal size average
794
Companies that standardize lead management across sales and marketing report ___ team attainment of quota.
20% higher team attainment of quota.
795
Companies that standardize lead management across sales and marketing report _____ forecast accuracy.
17% better forecast accuracy.
796
Setting up a funnel can be broken down into 4 steps: (1) _______, (2) document funnel stage definitions, (3) define roles and responsibilities, (4) document assignment rules
identify stakeholders
797
Setting up a funnel can be broken down into 4 steps: (1) identify stakeholders, (2) _________, (3) define roles and responsibilities, (4) document assignment rules
document funnel stage definitions
798
Setting up a funnel can be broken down into 4 steps: (1) identify stakeholders, (2) document funnel stage definitions, (3) ________, (4) document assignment rules
define roles and responsibilities
799
Setting up a funnel can be broken down into 4 steps: (1) identify stakeholders, (2) document funnel stage definitions, (3) define roles and responsibilities, (4) ____
document assignment rules
800
Who should be a stakeholder as you define the integrated marketing and sales funnel?
"The best and the brightest"
801
Four tips for documenting funnel stage definitions: (1) ______, (2) define WHAT, (3) define WHO, (4) define HOW LONG
be specific
802
Four tips for documenting funnel stage definitions: (1) be specific, (2) _______, (3) define WHO, (4) define HOW LONG
define WHAT
803
Four tips for documenting funnel stage definitions: (1) be specific, (2) define WHAT, (3) _______, (4) define HOW LONG
define WHO is responsible for each stage in teh funnel
804
Four tips for documenting funnel stage definitions: (1) be specific, (2) define WHAT, (3) define WHO, (4) __
define HOW LONG the responsible party has to respond.
805
In funnel management, defining how long the responsible party has to respond is essentially setting up ______.
expirations.
806
Funnel stage requirements should be defined by _______
business requirements.
807
The definition of a Marketing Qualified Lead should be define by marketing: true or false? Why?
False. All stakeholders should agree on definitions of funnel stages
808
Defining Roles and Responsibilities in funnel management is an extension of your _____
stage definitions.
809
An example breakdown of roles and responsibilities for funnel management is in the ______
Template that comes with the RPM Lead Quality class.
810
A Service Level Agreement defines (1)____, (2) how long, (3) exceptions.
who
811
A Service Level Agreement defines (1) who, (2) ___, (3) exceptions.
how long
812
A Service Level Agreement defines (1) who, (2) how long, (3) ____.
how exceptions will be managed.
813
In order to be able to pull aging reports on SLA compliance, two things must be in place: (1) a date stamp applied __________; (2) aging reports
a date stamp applied when a lead is passed to your CRM
814
In order to be able to pull aging reports on SLA compliance, two things must be in place: (1) a date stamp applied when a lead is passed to your CRM; (2) ______
aging reports
815
SLA aging reports will probably need to be built by your __
CRM Admin.
816
Leads will be passed back to marketing for a variety of reasons: (1) ________, (2) Stalled opportunity, (3) Lost sale to competitor.
not BANT qualified
817
Leads will be passed back to marketing for a variety of reasons: (1) not BANT qualified, (2) _______, (3) Lost sale to competitor.
Stalled opportunity
818
Leads will be passed back to marketing for a variety of reasons: (1) not BANT qualified, (2) Stalled opportunity, (3)__.
Lost sale to competitor.
819
A backward SLA specifies what ________ will do with ____ leads.
What marketing will do with actively recycled leads.
820
If a lead gets passed back because a sale was lost to a competitor, lead nurturing should provide messaging on ____
product differentiators.
821
The keys to successful lead assignment include: (1) _______; (2) determine how automation can trigger assignment.
align with Sales
822
The keys to successful lead assignment include: (1) align with Sales; (2) ________.
determine how automation can trigger assignment
823
Assignment rules are often a ___ function.
sales ops.
824
The most important thing for lead assignment is to use ___.
automation.
825
True story: One marketing director had all stakeholders sign final copies of SLAs. Then she kept this in her ___ which she brought to every meeting.
Binder of Truth
826
What guides you through defining the funnel stages?
The funnel stage definition template, available on Topliners.
827
Funnel stage metrics to keep your eye on include (1) funnel stage conversion, (2) SLA compliance, (3) # rejected leads, (4) # _____.
expired leads
828
Funnel stage metrics to keep your eye on include (1) funnel stage conversion, (2) SLA compliance, (3) __________, (4) # expired leads.
rejected leads
829
Funnel stage metrics to keep your eye on include (1) funnel stage conversion, (2) _______, (3) # rejected leads, (4) # expired leads.
SLA compliance
830
Funnel stage metrics to keep your eye on include (1) ________, (2) SLA compliance, (3) # rejected leads, (4) # expired leads.
funnel stage conversion
831
According to the Global Alignment Benchmark Study, organizations with high sales and marketing alignment grow ___.
5x faster
832
According to the Global Alignment Benchmark Study, organizations with high sales and marketing alignment close ___.
38% more proposals
833
According to the Global Alignment Benchmark Study, organizations with high sales and marketing alignment lose ___.
36% fewer customers
834
A process flow is a visual that shows ____________
all the possible paths one can take.
835
5 steps for breaking down lead process flow: (1) ________, (2) current state, (3) audit systems, (4) future state, (5) manage change
core team
836
5 steps for breaking down lead process flow: (1) core team, (2) _____, (3) audit systems, (4) future state, (5) manage change
current state
837
5 steps for breaking down lead process flow: (1) core team, (2) current state, (3) ____, (4) future state, (5) manage change
audit systems
838
5 steps for breaking down lead process flow: (1) core team, (2) current state, (3) audit systems, (4) _______, (5) manage change
future state
839
5 steps for breaking down lead process flow: (1) core team, (2) current state, (3) audit systems, (4) future state, (5) _____
manage change
840
The core team to define process flow should include: (1) ______, (2) internal facilitator, (3) best and brightest, (4) maverick, (5) data governance, (6) IT
project lead
841
The core team to define process flow should include: (1) project lead, (2) ________, (3) best and brightest, (4) maverick, (5) data governance, (6) IT
internal facilitator
842
The core team to define process flow should include: (1) project lead, (2) internal facilitator, (3) _______, (4) maverick, (5) data governance, (6) IT
best and brightest
843
The core team to define process flow should include: (1) project lead, (2) internal facilitator, (3) best and brightest, (4) _____, (5) data governance, (6) IT
maverick
844
The core team to define process flow should include: (1) project lead, (2) internal facilitator, (3) best and brightest, (4) maverick, (5) _______, (6) IT
data governance
845
The core team to define process flow should include: (1) project lead, (2) internal facilitator, (3) best and brightest, (4) maverick, (5) data governance, (6) __
IT
846
If you don't have processes in place, your current lead flow may be _____
incredibly simple.
847
To define lead process flow, Eloqua provides a ___
lead process flow template.
848
Questions to help document current lead process flow: (1) _________ (2) Where is it happening? (3) When is it happening? (4) Who is doing it?
What is happening?
849
Questions to help document current lead process flow: (1) What is happening? (2) _________ (3) When is it happening? (4) Who is doing it?
Where is it happening?
850
Questions to help document current lead process flow: (1) What is happening? (2) Where is it happening? (3) ____ (4) Who is doing it?
When is it happening?
851
Questions to help document current lead process flow: (1) What is happening? (2) Where is it happening? (3) When is it happening? (4) ___________
Who is doing it?
852
To assess the current state of lead flow, ask if the process is capable of meeting ______
business targets
853
To assess the current state of lead flow, ask where the process can be __
simplified.
854
To assess the current state of lead flow, ask where ____
is the most time spent.
855
To assess the current state of lead flow, ask where automation can ______
accelerate the process positively.
856
To assess the current state of lead flow, ask what level of effort is required to _____
modify process.
857
To assess the current state of lead flow, ask ____
how we can enforce and standardize.
858
After assessing the lead flow's current state, audit _____ to enhance process and data management.
systems integration options
859
Many companies have __ that are not mapped to business requirements.
System objects
860
Systems that should be audited to look at systems integration options include CRM, Eloqua, _____, Purchase system, Reporting.
Accounting database
861
Systems that should be audited to look at systems integration options include CRM, Eloqua, Accounting database, _______, Reporting.
Purchase system
862
Systems that should be audited to look at systems integration options include CRM, Eloqua, Accounting database, Purchase system, _____.
Reporting
863
True Story: One company completed a system audit and found they had ______ different contact forms serving the same function.
500
864
Before building the future state, many companies choose to document current state and _____ for a quarter or two.
watch benchmarks
865
4 key areas of change management address (1) _______ (2) What's going to happen to me? (3) Who decided? (4) How did we make this decision?
What was wrong with the old way?
866
4 key areas of change management address (1) What was wrong with the old way? (2) __________ (3) Who decided? (4) How did we make this decision?
What's going to happen to me?
867
4 key areas of change management address (1) What was wrong with the old way? (2) What's going to happen to me? (3) ______ (4) How did we make this decision?
Who decided?
868
4 key areas of change management address (1) What was wrong with the old way? (2) What's going to happen to me? (3) Who decided? (4) ___
How did we make this decision?
869
Manage change in the Lead Process Flow with: (1) _______, (2) access to process flow diagram, (3) on demand training, (4) live Q&A sessions, (6) execution checklists, (7) feedback loops.
regular communication bullets
870
Manage change in the Lead Process Flow with: (1) regular communication bullets, (2) ______, (3) on demand training, (4) live Q&A sessions, (6) execution checklists, (7) feedback loops.
access to process flow diagram
871
Manage change in the Lead Process Flow with: (1) regular communication bullets, (2) access to process flow diagram, (3) ______, (4) live Q&A sessions, (6) execution checklists, (7) feedback loops.
on demand training
872
Manage change in the Lead Process Flow with: (1) regular communication bullets, (2) access to process flow diagram, (3) on demand training, (4) _____, (6) execution checklists, (7) feedback loops.
live Q&A sessions
873
Manage change in the Lead Process Flow with: (1) regular communication bullets, (2) access to process flow diagram, (3) on demand training, (4) live Q&A sessions, (6) _______, (7) feedback loops.
execution checklists
874
Manage change in the Lead Process Flow with: (1) regular communication bullets, (2) access to process flow diagram, (3) on demand training, (4) live Q&A sessions, (6) execution checklists, (7) _______.
feedback loops
875
In defining a lead flow, access to the ______ is particularly important for people who have roles affected by the changes.
Process Flow Diagram
876
According to the Aberdeen Group, companies that get lead scoring right have a _______ lead qualification rate.
192% higher
877
__ is the predictive ranking of one inbound response versus another.
Scoring.
878
What kind of scoring program is objective?
An automated scoring program.
879
A lead score should always reflect a ____
point in time.
880
Is a lead score cumulative?
No.
881
When a lead is re-scored, you must:
reset the score to zero.
882
To build a lead scoring model: (1) ____ (2) Profile Score; (3) Engagement Score; (4) Map Scores to Actions; (5) build it
Stakeholders and assumptions;
883
To build a lead scoring model: (1) Stakeholders and assumptions; (2) _______ (3) Engagement Score; (4) Map Scores to Actions; (5) build it
Profile Score;
884
To build a lead scoring model: (1) Stakeholders and assumptions; (2) Profile Score; (3) ___ (4) Map Scores to Actions; (5) build it
Engagement Score;
885
To build a lead scoring model: (1) Stakeholders and assumptions; (2) Profile Score; (3) Engagement Score; (4) ____(5) build it
Map Scores to Actions;
886
To build a lead scoring model: (1) Stakeholders and assumptions; (2) Profile Score; (3) Engagement Score; (4) Map Scores to Actions; (5) _
build it
887
The stakeholders who build the lead scoring model need to be _____
a good cross section of marketing and sales
888
When will contacts be scored? What criteria will always exclude individuals from scoring? These assumptions need to be defined _______
only if you are using Eloqua 9, not if you are using Eloqua 10.
889
To define profile criteria for lead scoring: (1) _______, (2) Choose 3-5 categories; (3) Rank categories by assigning weights; (4) Provide response values and response weights.
Review Personas
890
To define profile criteria for lead scoring: (1) Review Personas, (2) ________; (3) Rank categories by assigning weights; (4) Provide response values and response weights.
Choose 3-5 categories
891
To define profile criteria for lead scoring: (1) Review Personas, (2) Choose 3-5 categories; (3) ________; (4) Provide response values and response weights.
Rank categories by assigning weights
892
To define profile criteria for lead scoring: (1) Review Personas, (2) Choose 3-5 categories; (3) Rank categories by assigning weights; (4) Provide _______.
response values and response weights
893
In setting up lead scoring, your _____ should help crystallize the most important profile features you want to score on.
Persona
894
Example categories for profile scoring: (1) ______, (2) Job Role, (3) Industry, (4) Lead Source
Interest / need
895
Example categories for profile scoring: (1) Interest / need, (2) ______, (3) Industry, (4) Lead Source
Job Role
896
Example categories for profile scoring: (1) Interest / need, (2) Job Role, (3) ______, (4) Lead Source
Industry
897
Example categories for profile scoring: (1) Interest / need, (2) Job Role, (3) Industry, (4) _______
Lead Source
898
The best practice for number of profile scoring categories is
no more than 5.
899
Each lead scoring category should have ______ tiers or levels of response values.
a maximum of 3
900
What is the best way to test your lead scoring model?
Use personas to see what score different personas would get.
901
3 things to beware of in setting up lead scoring: (1) __________, (2) scoring on open text fields, (3) scoring BANT questions from a form.
Too many scoring categories
902
3 things to beware of in setting up lead scoring: (1) Too many scoring categories, (2) _________ (3) scoring BANT questions from a form.
scoring on open text fields,
903
3 things to beware of in setting up lead scoring: (1) Too many scoring categories, (2) scoring on open text fields, (3) _________.
scoring BANT questions from a form.
904
In defining engagement score, recency and frequency define a ________
rolling window of relevance.
905
In setting up Engagement Score, choose the ___ most important categories.
3-5
906
For engagement scoring, should you look at email opens or email click throughs?
Click throughs.
907
In setting up engagement score, what do the tiers represent?
Timeframe.
908
In setting up lead scoring, what should your Response Weights add up to?
100
909
In lead scoring, you break down the 100 percentage points into ranges that...
align with the scores of 1, 2, 3, or 4.
910
You should test lead scoring ranges to make sure that what you think of as a __________ lead does get a 1 and a ___ lead gets a 4.
very engaged lead gets a 1 and a disengaged lead gets a 4.
911
You should map each lead score to a particular _________ for marketing or sales.
action
912
In the lead process flow template, where do you map lead scores to actions?
Under the Scoring-Actions tab.
913
The Scoring-Actions tab in the lead process flow template lists out...
every single lead score.
914
Certain lead scores are eligible to be passed to sales and others are held back inside of Eloqua until they are "sales ready." This concept is known as a
threshold.
915
A threshold requires a high level of ___ on the part of sales
trust.
916
To launch a pilot lead flow, (1) _________, (2) pilot with sales stakeholders, (3) train and launch with a subset of sales.
integrate with CRM
917
To launch a pilot lead flow, (1) integrate with CRM, (2) ________, (3) train and launch with a subset of sales.
pilot with sales stakeholders
918
To launch a pilot lead flow, (1) integrate with CRM, (2) pilot with sales stakeholders, (3) __________.
train and launch with a subset of sales
919
To ensure the full attention of Sales, coordinate pilots and launch times at the _________.
beginning of the fiscal quarter.
920
Lead Scoring key points: (1) involve ________, (2) use personas to define scoring criteria, (3) 5 categories / 3 tiers, (4) multiple scores can have same follow-up action, (5) be mindful of sales cycle.
marketing and sales
921
Lead Scoring key points: (1) involve marketing and sales, (2) use _________ to define scoring criteria, (3) 5 categories / 3 tiers, (4) multiple scores can have same follow-up action, (5) be mindful of sales cycle.
personas
922
Lead Scoring key points: (1) involve marketing and sales, (2) use personas to define scoring criteria, (3) __ categories / __ tiers, (4) multiple scores can have same follow-up action, (5) be mindful of sales cycle.
5 categories / 3 tiers
923
Lead Scoring key points: (1) involve marketing and sales, (2) use personas to define scoring criteria, (3) 5 categories / 3 tiers, (4) multiple scores can have _______, (5) be mindful of sales cycle.
same follow-up action
924
Lead Scoring key points: (1) involve marketing and sales, (2) use personas to define scoring criteria, (3) 5 categories / 3 tiers, (4) multiple scores can have same follow-up action, (5) be mindful of ______.
sales cycle
925
Many companies end up never getting a single A1 lead because their model is too _____
stringent.
926
Audit your lead scoring program every
3-6 months
927
First lead scoring metrics to check: (1) ______ of A leads (2) Conversion rate of B leads from MQL to SAL; (3) sales acceptance rate; (4) days in sales cycle; (5) revenue per deal.
Close rate
928
First lead scoring metrics to check: (1) Close rate of A leads (2) Conversion rate of B leads _______; (3) sales acceptance rate; (4) days in sales cycle; (5) revenue per deal.
from MQL to SAL
929
First lead scoring metrics to check: (1) Close rate of A leads (2) Conversion rate of B leads from MQL to SAL; (3) sales ________ rate; (4) days in sales cycle; (5) revenue per deal.
acceptance
930
First lead scoring metrics to check: (1) Close rate of A leads (2) Conversion rate of B leads from MQL to SAL; (3) sales acceptance rate; (4) days in _________; (5) revenue per deal.
sales cycle
931
First lead scoring metrics to check: (1) Close rate of A leads (2) Conversion rate of B leads from MQL to SAL; (3) sales acceptance rate; (4) days in sales cycle; (5) _______ per deal.
revenue
932
True Story: Lead scoring combined with Data Append AppCloud gave a software company a _____ increase in pipeline and ____ increase in opportunity while sending _____ leads to sales.
12% increase in pipeline and 36% increase in opportunity while sending 20% less leads to sales.
933
In an Aberdeen RPM white paper, ____ of marketing respondents cited budgetary pressure as the top pressure.
44% of marketing respondents cited budgetary pressure as the top pressure.
934
In an Aberdeen RPM white paper, ____ cited ability to validate as the top pressure.
27%
935
In an Aberdeen RPM white paper, ____ cited awareness of company and products as the top pressure.
25%
936
In an Aberdeen RPM white paper, _____ cited revenue growth as the top pressure
25%
937
In an Aberdeen RPM white paper, ____ cited ability to differentiate as the top pressure.
20%
938
The #1 RPI for Lead Management is _____
conversion
939
______ is one dimension to slice Conversion metrics.
Referral source
940
Leads must ______ if there is no movement.
expire from the stage they are in.
941
_____ indicates the rate of movement of leads through your revenue cycle.
velocity
942
of individuals x % probability to close =
number of likely to close deals
943
Likely to close deals X average selling price =
value
944
A funnel's value can be measured along dimensions such as (1) ____, (2) Product, (3) Segment
Region
945
A funnel's value can be measured along dimensions such as (1) Region, (2) _____, (3) Segment
Product
946
A funnel's value can be measured along dimensions such as (1) Region, (2) Product, (3)_____
Segment
947
Return tells you...
what your cost of revenue is.
948
The ______ is calculated by dividing the revenue for deals that closed in a given time period divided by the cost of campaigns that directly influenced that revenue.
Return RPI
949
Data on revenue is captured by your...
Finance team
950
In business, ____ is oxygen.
revenue
951
To stimulate growth, ___ of CEO's feel that the key is getting closer to the customer to build long-term, profitable relationships.
88%
952
___ of marketing feel their lack of skills is impacting revenue in some way.
75%
953
In the ______ stage of the RPM journey, sales uses a CRM to configure accounts and opportunities, route leads, analyze and optimize, etc.
Sales Pipeline.
954
In the _____ stage of the RPM journey, marketing uses business processes for data management, automates campaigns, and starts to achieve right time, right message marketing.
Demand Generation
955
In the _____ stage of the RPM journey, marketing and sales work together to optimize quality and lead flow, setting up lead scoring and implementing SLAs.
Lead Management
956
In the ______ stage of the RPM journey, the alignment between Marketing and Sales solidifies, and they look at a single set of reports to make joint decisions.
One View of the Truth
957
In the _____ stage of the RPM journey, the EVP of Sales and the CMO align to predict and forecast future revenue opportunities.
Revenue Discovery
958
Marketing automation comes onto the scene in the ____ and ____ phase of the RMP Journey.
Demand Generation and Lead Management
959
The building blocks of RPM are _______, integrated funnel, and the buyer's journey.
marketing & sales alignment
960
The building blocks of RPM are marketing & sales alignment, ____, and the buyer's journey.
integrated funnel
961
The building blocks of RPM are marketing & sales alignment, integrated funnel, and the _______.
buyer's journey
962
The visual representation of the buying cycle is called the
integrated marketing and sales funnel.
963
A _____ is an individual who is just hearing about your brand.
suspect
964
A _____ is an individual whose interest level has been validated.
prospect
965
A sales-ready lead is a
marketing-qualified lead.
966
When sales has accepted ownership of a lead they are a
sales-accepted lead.
967
After sales validates a lead they are a
sales qualified opportunity.
968
The marketing and sales funnel is an internal way of looking at the ___
buyer's journey.
969
When you're thinking about communicating should you think about the marketing and sales funnel or the buyer's journey?
The buyer's journey.
970
With RPM, we can do (1) _____, (2) effective nurturing, (3) measure and improve lead quality, (4) access revenue metrics.
targeting & segmentation
971
With RPM, we can do (1) targeting & segmentation, (2) _____, (3) measure and improve lead quality, (4) access revenue metrics.
effective nurturing
972
With RPM, we can do (1) targeting & segmentation, (2) effective nurturing, (3) ____, (4) access revenue metrics.
measure and improve lead quality
973
With RPM, we can do (1) targeting & segmentation, (2) _____, (3) measure and improve lead quality, (4) _____.
access revenue metrics
974
One-to-one communication is ____-driven.
behavior-driven.
975
Batch and blast email is ___-driven.
product-driven.
976
Segment email is ____-driven
customer-driven.
977
Marketing Sherpa tells us that segmented lists yielded ___ CTR compared to un-segmented lists of the same size which yielded only ___CTR.
Segmented - 11.7% CTR, unsegmented, 0.6% CTR.
978
The biggest assumption of targeting is that your data is ______
complete, consistent, and current.
979
By itself, data cleansing will increase monthly inquiries ____ times and monthly leads ___ times.
increase monthly inquiries 7.3 times and monthly leads 4.7 times.
980
If data cleansing is combined with lead scoring, monthly inquiries increase ___ times and monthly leads ___ times.
monthly inquiries increase 8.0 times and monthly leads increase 11.6 times.
981
Contact Management will have an effect on which metrics?
Almost all.
982
According to Sirus Decisions, ____ of prospects that are disqualified by Sales still buy from you or a competitor within the next 24 months.
80%
983
True Story - Markie winner 2011 whose batch and blast campaigns were yielding low-quality leads improved their results with 9 nurture campaigns targeted on the ____ and the recipient's ____
targeted on the buying cycle and the recipient's job role.
984
True Story - Markie winner from 2011 implemented lead nurturing and saw up to a ___% open rate and a ___% click-through rate.
up to 34% open rate and 21% click-through rate.
985
True Story - Markie winner from 2011 implemented lead nurturing and saw an average of __% open rate and ___% click-through rate.
average of 20% open rate and 6% click-through rate.
986
True Story - Markie winner from 2011 saw a ____% increase in new user adoption after implementing lead nurturing.
6% increase in new user adoptio.
987
True Story - Markie winner from 2011 implemented lead nurturing and saw ___% of pipeline influenced.
66% of pipeline influenced.
988
True Story - Markie winner from 2011 implemented lead nurturing and saw ___% of closed-won opportunity influenced.
37% of closed-won opportunity influenced.
989
Search and content syndication play a key role in the ____ phase of the buyer's journey.
interest
990
White papers and webinars can be considered part of _______ and the ____ stage of the buyer's journey.
Thought Leadership; Learn
991
Eloqua's customers that nurture generate ___ more marketing qualified leads.
21% more
992
The only way you can create a right-time, right message experience is to use ___ for your nurturing.
automation
993
An automated _____ campaign sends out nuggets of information over an extended period of time.
drip
994
____ is a key indicator of when is someone is ready to talk to sales.
Lead Scoring
995
The best lead scoring programs look at both ____ and _____ information.
profile and engagement information.
996
In lead scoring, ____ information tells us if we want to do business with this person.
profile information.
997
In lead scoring, _____ tells us if this person wants to do business with us.
engagement information
998
Engagement information is also known as ...
digital body language.
999
Engagement scores go from...
1 to 4
1000
Profile scores go from...
A to D
1001
A grid of lead scores is also called a..._________ lead scoring system.
co-dynamic lead scoring system.
1002
Less than ____ of customers have a perfect lead score.
Less than 50%
1003
In a study of ten B2B organizations using lead scoring, Eloqua found on average, close rates increased by...
10%
1004
In a study of ten B2B organizations using lead scoring, Eloqua found on average, revenue per deal increased by...
17%
1005
In a study of ten B2B organizations using lead scoring, Eloqua found on average, company revenue increased by....
18%
1006
In a study of ten B2B organizations using lead scoring, Eloqua found on average, qualified leads...
decreased by 23%.
1007
The RPIs are (1) ___, (2) reach, (3) conversion, (4) velocity, (5) return
value
1008
The RPIs are (1) value, (2) ____, (3) conversion, (4) velocity, (5) return
reach
1009
The RPIs are (1) value, (2) reach, (3) _____, (4) velocity, (5) return
conversion
1010
The RPIs are (1) value, (2) reach, (3) conversion, (4) ____, (5) return
velocity
1011
The RPIs are (1) value, (2) reach, (3) conversion, (4) velocity, (5) ___
return
1012
Companies that measure RPI's ____ the S&P 500 in growth.
outperform the S&P 500 in growth, 58% growth compared to 15% in growth.
1013
____ is the RPI that measures the number of marketable contacts in your database.
Reach
1014
____ is the RPI that measures the % of leads who will eventually purchase.
Conversion
