RPM and Masters Flashcards
Why nurture? To ____, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
Increase leads
RPM is a strategy for managing a company’s _____ that enables predictable, rapid and profitable revenue growth.
interactions with buyers through the buying cycle
RPM is a strategy for managing a company’s interactions with with buyers through the buying cycle that….
enables predictable, rapid, and profitable revenue growth.
RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, One View of the Truth, and….
Revenue Discovery
Effective Lead Nurturing falls between which two steps of the RPM Journey?
Demand Generation and Lead Management
RPM Journey involves five steps: _____, Demand Generation, Lead Management, One View of the Truth, and Revenue Discovery
Sales Pipeline
RPM Journey involves five steps: Sales Pipeline, _____, Lead Management, One View of the Truth, and Revenue Discovery
Demand Generation
RPM Journey involves five steps: Sales Pipeline, Demand Generation, _____, One View of the Truth, and Revenue Discovery
Lead Management
RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, _____, and Revenue Discovery
One View of the Truth
The concept of effective nurturing falls mostly in the Demand Generation phase of the RPM journey and a little in:
Lead Management
Nurturing is taking action that helps to move a buyer from…
Point A to Point B in the buying cycle.
_____ is taking action that helps to move a buyer from Point A to Point B in the buying cycle.
Nurturing.
Nurturing is a _____ process.
Perpetual
The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ___.
Purchase.
The five phases in the buying cycle are ____, Learn, Evaluate, Justify, and Purchase.
Interest
The five phases in the buying cycle are Interest, ____, Evaluate, Justify, and Purchase.
Learn
The five phases in the buying cycle are Interest, Learn, ____, Justify, and Purchase.
Evaluate
The five phases in the buying cycle are Interest, Learn, Evaluate, ____, and Purchase.
Justify
The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ____.
Purchase
Nurturing looks different at different points in the ….
Buyer’s journey.
One of the keys to effective nurturing is to align campaigns to the….
Buyer’s journey.
Why nurture? To increase leads, ____, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
Minimize lost leads
Why nurture? To increase leads, minimize lost leads, ______, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.
Create and maintain prospect engagement
Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, _____, complete contact profile, and demonstrate thought leadership.
Measure the readiness of your prospects
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
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.
Nurturing increases leads sent to sales by transforming leads from having questions about your product to….
… Having specific questions about technical specifications and pricing.
In increasing leads sent to sales, nurturing turns your lead into a…
Sales-ready lead.
Leads can be lost for many reasons, such as disinterest, mismatch of messaging to their needs, and…
Budget.
Leads can be lost for many reasons, such as ____, mismatch of messaging to their needs, and budget
Disinterest
Leads can be lost for many reasons, such as disinterest, ____, and budget
Mismatch of messaging to their needs.
Effective nurturing can minimize lost leads through education and…
Increased awareness.
Prospect engagement is key in keeping prospects in the funnel and…
Keeping your brand top-of-mind
Prospect engagement is key in ______ and keeping your brand top-of-mind
Keeping prospects in the funnel
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.
Why is nurturing an overused word?
Because it actually works.
Nurturing should continually complete contact profiles, because complete profiles allow for effective…
Segmentation and targeting.
Nurturing presents an opportunity to demonstrate credibility as an expert by….
Educating leads
To demonstrate thought leadership, educate leads about 3 things:
Who are you? What does your organization do? How does this benefit me?
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
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.
When developing a lead nurturing program, you should always begin with…
Benchmarking and metrics.
RPM is a continuous process of action and…
Analysis.
RPM is a continuous process of ___ and analysis.
Action.
Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, number of individuals in each campaign, and ____
Campaign engagement.
Before beginning a lead nurturing campaign, benchmark _____ and ______, number of individuals in each campaign, and campaign engagement.
Total activated campaigns and email frequency
Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, _____, and campaign engagement.
Number of individuals in each campaign
When to check key lead nurturing metrics?
Start by checking monthly, and then go to quarterly.
Part of applying Revenue Performance Management is to implement analysis at….
every stage before and after you take action.
The best way to sell a success story is to….
Prove how far you have come.
Campaign volume is defined as the total campaigns executed and _____
communication frequency.
Campaign volume is defined as the ___________ and communication frequency.
Total campaigns executed
What is a bonus metric of campaign volume?
% of campaigns leveraging automation.
Campaign Reach is defined as the total and unique number of campaign members and the ______.
campaign members per campaign.
Campaign Reach is defined as the ____ and the campaign members per campaign.
total and unique number of campaign members
What direction should the total and unique number of campaign members be moving?
Up.
What direction should the campaign members per campaign be moving?
Down.
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.
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
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.
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
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
Campaign engagement metrics include all campaign activity and ____
Total number of campaign responders.
Campaign engagement metrics include _____ and total number of campaign responders.
All campaign activity
Campaign activity is….
any inbound activity on a campaign.
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
A campaign “hand raise” is a combination of activities and/or responses across multiple campaigns that are particularly relevant to….
demand conversion.
A campaign “hand raise” is __________ that are particularly relevant to demand conversion.
a combination of activities and/or responses across multiple campaigns
Hand raises are particularly important when setting up….
Lead scoring criteria.
Hand raises represent…
Engagement that is worthy of a better lead score.
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.
Total number of campaign responses = number of new leads generated. True or false?
False.
Naming conventions organize assets for easy retrieval, simplify reporting, and _____.
document internal knowledge.
Naming conventions organize assets for easy retrieval, ________, and document internal knowledge.
simplify reporting
Naming conventions _____, simplify reporting, and document internal knowledge.
organize assets for easy retrieval
In reporting, can you filter based on naming conventions?
Yes.
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.
source codes.
Naming structures should be developed for all your assets, including: ____, email groups, lists, forms, programs, campaigns, and source codes.
emails
Naming structures should be developed for all your assets, including: emails, ______, lists, forms, programs, campaigns, and source codes.
email groups
Naming structures should be developed for all your assets, including: emails, email groups, ____, forms, programs, campaigns, and source codes.
lists
Naming structures should be developed for all your assets, including: emails, email groups, lists, _____, programs, campaigns, and source codes.
forms,
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, _____, campaigns, and source codes.
programs
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, _____, and source codes.
campaigns
Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.
source codes.
When developing a naming campaign, you should first develop a ___ for all your assets.
naming structure
In conjunction with your asset naming conventions, you should establish a _____ for each asset area.
folder structure
Naming convention components include _____, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and date.
campaign codes
Naming convention components include campaign codes, _____, offer code, country code, fiscal code, theme code, business unit, product code, and date.
asset codes
Naming convention components include campaign codes, asset codes, _____, country code, fiscal code, theme code, business unit, product code, and date.
offer code
Naming convention components include campaign codes, asset codes, offer code, _______, fiscal code, theme code, business unit, product code, and date.
country code
Naming convention components include campaign codes, asset codes, offer code, country code, ____, theme code, business unit, product code, and date.
fiscal code
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, _____, business unit, product code, and date.
theme code
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, ______, product code, and date.
business unit
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, _____, and date.
product code
Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and ____.
date
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.
In naming conventions what is a best practice for date?
To use a standard structure.
Naming conventions help to streamline adoption of _______ and organization of assets across sales and marketing systems.
corporate standards
Naming converntions help to streamline adoption of corporate standards and _________
organization of assets across sales and marketing systems.
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, Owner, and ___
YearMonth
Eloqua’s campaign naming convention includes _____, Campaign Objective, Campaign Type, Topic, Owner, and YearMonth
Campaign Name
Eloqua’s campaign naming convention includes Campaign Name, ____ ______, Campaign Type, Topic, Owner, and YearMonth
Campaign Objective
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, ____, Topic, Owner, and YearMonth
Campaign Type
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, ____, Owner, and YearMonth
Topic
Eloqua’s campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, ___, and YearMonth
Owner
In Eloqua’s recent asset reorganization effort, what does the top level of foldering represent?
Core themes or major campaigns initiatives
In Eloqua’s recent asset reorganization what are 4 examples of campaign goals?
Acquisition, acceleration, awareness, upsell.
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.
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.
If you think about your _____ ahead of time, your naming convention will quickly become your best friend.
reporting needs.
The power of search and filter are at your fingertips if you consistently implement a ___ company wide.
naming convention
What tool helps generate consistent names for your assets?
A naming convention generator.
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.
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
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
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.
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.
There’s no right or wrong way when implementing naming conventions, you just have to be ____
consistent.
When setting up your naming convention: 1. ____
- Define codes or abbreviations
- Decide on the order of the codes
- Configure generator to fit your needs
- Communicate, communicate, communicate
Choose components for naming convention
- Choose components for naming convention
- ______
- Decide on the order of the codes
- Configure generator to fit your needs
- Communicate, communicate, communicate
Define codes or abbreviations
- Choose components for naming convention
- Define codes or abbreviations
- _____
- Configure generator to fit your needs
- Communicate, communicate, communicate
Decide on the order of the codes
- Choose components for naming convention
- Define codes or abbreviations
- Decide on the order of the codes
- ______
- Communicate, communicate, communicate
Configure generator to fit your needs
- Choose components for naming convention
- Define codes or abbreviations
- Decide on the order of the codes
- Configure generator to fit your needs
- ______
Communicate, communicate, communicate
Asset names cannot exceed
100 characters
In Eloqua 9, if you are working with wireframe templates or themes, asset names are limited dto
50 characters
4 steps to map a campaign strategy: ____, Content Audit, Channel Audit, Campaign Map
Persona Journey
4 steps to map a campaign strategy: Persona Journey, ______, Channel Audit, Campaign Map
Content Audit
4 steps to map a campaign strategy: Persona Journey, Content Audit, ______, Campaign Map
Channel Audit
4 steps to map a campaign strategy: Persona Journey, Content Audit, Channel Audit, _______
Campaign Map
What Eloqua University class covers Persona Journey?
RPM: Targeting and Segmentation
The persona journey informs how we audit our ______ and our _____
content and our channels.
Everything we do when it comes to campaigns needs to come back to the ______
Buyer’s Journey
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?
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?
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
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
We use the questions we asked during the Persona Journey to inform our ____
content audit.
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.
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?
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?
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?
It is best practice to align your content audit to the _______.
buyer’s journey.
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.
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
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
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
Content Audit Steps: (1) _______; (2) Align content types to buyer’s journey; (3) Brainstorm content for each phase of the journey.
Brainstorm content types
Content Audit Steps: (1) Brainstorm content types; (2) ______; (3) Brainstorm content for each phase of the journey.
Align content types to buyer’s journey
Content Audit Steps: (1) Brainstorm content types; (2) Align content types to buyer’s journey; (3) ________.
Brainstorm content for each phase of the journey
Places you have content as a company, such as your corporate blog and white papers, are:
Content types.
Content types are….
Places you have content as a company, such as your corporate blog and white papers
Company website, toll free number, customer references, industry awards, features/benefits sheets are all examples of….
Content types.
Is third-party material an example of a content type that can be used in effective nurturing?
Yes.
Search begins at the ____ stage of the buying cycle.
Interest
Solutions are identified at the ____ stage of the buying cycle.
Learn
Solutions are evaluated against needs at the ____ stage of the buying cycle.
Evaluate
A short list is assembled at the _____ stage of the buying cycle.
Justify
A selection is made at the ____ stage of the buying cycle.
Purchase.
Will some content types be relevant at more than one stage in the buyer’s journey?
Yes.
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.
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.
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.
During a content audit, for each stage of the buying cycle you should brainstorm: (1) ____; (2) content types; (3) specific content.
questions
During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) _____; (3) specific content.
content types
During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) content types; (3) ______.
specific content
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.
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
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
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
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
Where is there a template for a content audit / inventory?
In the Excel Campaign Tools document with the RPM Effective Lead Nurturing course.
Where can you find a visual look at content types aligned to the buyer’s journey?
Eloqua’s Content Grid v 2
In a channel audit, you determine _____.
how the content is delivered.
A __________ is used to determine how the content is delivered.
channel audit
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
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?
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?
Search, Newsletter, Email, Telemarketing are all examples of….
Channels
Website, Blog, Tradeshows, Speaker Engagements are all examples of….
Channels
Advertising, Social are examples of….
Channels
_____ can be a particularly important channel in the top of the buyer’s journey.
Search
At the ______ stage, the contact is not sure who you are and is not savvy about where to find information.
Search
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.
The key with Sales calls is…
to make sure they don’t come too early in the journey.
You want the Sales call to be seen as ______ and not as something to avoid.
“just in time.”
Email is a great channel at….
every phase of the buyer’s journey.
For every stage of the buying cycle, a “big picture” content audit includes (1)_____; (2) content types; (3) experience channels.
questions
For every stage of the buying cycle, a “big picture” content audit includes (1) questions; (2) ______; (3) experience channels.
content types
For every stage of the buying cycle, a “big picture” content audit includes (1) questions; (2) content types; (3) ______
experience channels.
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
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
A ______ can be used to consistently welcome new people into your database.
Welcome Campaign
A Welcome Campaign is used to….
consistently welcome new people into your database.
A _______ can be used to improve new customer satisfaction
New Customer Onboarding campaign
A New Customer Onboarding campaign is used to….
improve new customer satisfiaction.
A Campaign Map is used to….
Plan nurture campaigns according to the phase of the buyer’s journey.
A ________ is used to plan nurture campaigns according to the phase of the buyer’s journey.
campaign map
The three rows on a Campaign Map are:
Stage, Campaign, Goal.
There will be individuals who skip over campaigns because _________ or because they are fast tracked to sales.
they are not relevant
There will be individuals who skip over campaigns because they are not relevant or because _________
they are fast tracked to sales.
To make the Campaign Map grid even more robust, add a fourth row to include bullet points for…..
Campaign messaging.
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
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
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
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
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
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
Enterprise-size clients will end up having multiple campaign maps, usually by _____ or by ______.
by segment or by persona.
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.
What are the two ways of recycling leads?
Active Recycle and Passive Recycle
A lead is actively recycled when….
A sales person actively rejects a lead.
A lead is passively recycled when….
The lead becomes inactive.
Does a campaign map need to have paths for both active and passive recycles?
Yes.
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.
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.
To help a rejected lead become sales ready again, you need to address ______
the concerns or obstacles that are currently slowing the lead down.
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;
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
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
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.
You should regularly check lead recycle campaigns for ______ and ______ of the recycled leads.
Engagement level and lead score.
Managing recycled leads is covered in the Eloqua University _____ class.
RPM: Lead Quality
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!
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
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
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
A consistent reason code used for active recycles may show you…
…An obstacle that needs to be addressed with an automated nurture program.
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
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.
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.
A monthly or quarterly newsletter may exist…
in parallel to your other nurture campaigns.
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.
The big picture campaign strategy includes (1) _____, (2) content audit, (3) channel audit, (4) campaign map.
persona journey
The big picture campaign strategy includes (1) persona journey, (2) _____, (3) channel audit, (4) campaign map.
content audit
The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) ____, (4) campaign map.
channel audit
The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) channel audit, (4) ______.
campaign map
A campaign tactical plan includes: (1) ______; (2) Execution Checklist; (3) Map Campaign Flow; (4) Automation Opportunities.
Campaign Planning Guide
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) ______; (3) Map Campaign Flow; (4) Automation Opportunities.
Execution Checklist
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) _______; (4) Automation Opportunities.
Map Campaign Flow
A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) Map Campaign Flow; (4) ______.
Automation Opportunities
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) compelling offer; (5) _____.
integrated tactics.
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) _______; (5) integrated tactics.
compelling offer
The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) ______; (4) compelling offer; (5) integrated tactics.
relevant message
The five elements of a tactical campaign plan are: (1) campaign goal; (2) ______; (3) relevant message; (4) compelling offer; (5) integrated tactics.
target audience
The five elements of a tactical campaign plan are: (1) _______; (2) target audience; (3) relevant message; (4) compelling offer; (5) integrated tactics.
campaign goal
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?
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?
A Tactical Campaign Plan defines…
each integrated element of your campaign.
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
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
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
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
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.
When does setting campaign goals happen?
When you are creating your campaign map.
What resource does Eloqua offer for tactical campaign planning?
A Campaign Planning Guide Template.
What are the 3 things in the first section of the Campaign Planning Guide Template?
The campaign description, campaign goals, and target tactical results.
What is a good goal for a welcome campaign?
Collect enough information so we can segment for future nurturing.
The communication effectiveness pyramid has four stages: (1) ______, (2) segment; (3) one to one; (4) right time right message.
batch and blast
The communication effectiveness pyramid has four stages: (1) batch and blast, (2)______; (3) one to one; (4) right time right message.
segment
The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) _______; (4) right time right message.
one to one
The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) one to one; (4) _______.
right time right message.
If you have built personas and are using segments, you fall into the ______ level of the communication effectiveness pyramid.
segment
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.
Is there a section for target audience in the Campaign Planning Guide?
Yes.
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.
What are three categories of segments?
Region, Industry, Persona
Three types of buyer persona are: ______, Influencer, Technical Buyer.
Executive Buyer
Three types of buyer persona are: Executive Buyer, _____, Technical Buyer.
Influencer
Three types of buyer persona are: Executive Buyer, Influencer, ______.
Technical Buyer
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) ________
Phase in Buyer’s Journey
Five ways a message can be relevant are: (1) _____; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) Phase in Buyer’s Journey
Interest
Five ways a message can be relevant are: (1) Interest; (2) _____; (3) Pain Points; (4) Vertical; (5) Phase in Buyer’s Journey
Responsibilities
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) ______; (4) Vertical; (5) Phase in Buyer’s Journey
Pain Points
Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) _____; (5) Phase in Buyer’s Journey
Vertical
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.
The Eloqua Benchmark study found that the most effective campaigns have an average of ….
4 touches.
Eloqua found that what percentage of companies checked for frequency before sending emails?
Fewer than 15%.
Eloqua found that fewer than 15 percent of companies checked for frequency before….
Sending emails.
The most effective B2B campaigns had ____ days between touches and averaged ___ days in length.
10 days between touches, averaging 40 days in length.
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.
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
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;
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
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
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.
In almost every campaign you want the lead to….
do something.
The subtext of a campaign action is: Give us ______ so we can sell more effectively!
more information about you
The subtext of a campaign action is: Give us more information about you so we can ______!
sell more effectively
The Content Assets section of your campaign plan focuses on the ____ and ___.
message and content.
At the Tactical Campaign Plan stage, if you are not sure what content to use, look back to your ______
Content Audit.
The four columns under Content Assets in your Tactical Campaign Plan are _____, Asset Type, New or Existing, and Location.
Asset Name
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, _____, New or Existing, and Location.
Asset Type
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, _____, and Location.
New or Existing
The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, New or Existing, and ____.
Location.
Another way to describe integrated tactics is….
Channel variety.
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
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
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.
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
Adding voicemail and email from a teleprospecting rep did what to response rates to marketing emails?
Improved them by 17%.
Do teleprospecting reps make cold calls or follow up scored leads?
Follow up on scored leads.
Define outbound communications.
Marketing reaching out to communicate with a contact.
Define inbound communication.
Potential buyers finding you on their own.
What was one of the most effective channels to communicate with executives about upcoming trade shows?
Direct mail.
Many companies are taking a wait-and-see attitude about which new social player?
Pinterest.
______ are what rule Pinterest.
Visuals.
For B2B brands, _____ represent the kind of high-profile visual content that rules on Pinterest.
Infographics.
Do infographics on Pinterest have to be your own?
No.
____ are a highly effective way of communicating data in a clear and concise manner.
Charts.
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
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
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
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
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
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.
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
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
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.
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;
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;
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
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.
The five areas of a successful campaign are:
Goal, Audience, Message, Offer, Tactics.
The resources to assess in your reality check are: (1) ____, (2) process, (3) technology, (4) content, (5) offers, (6) communication channels.
people
The resources to assess in your reality check are: (1) people, (2) ____, (3) technology, (4) content, (5) offers, (6) communication channels.
process
The resources to assess in your reality check are: (1) people, (2) process, (3) _____, (4) content, (5) offers, (6) communication channels.
technology
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) ____, (5) offers, (6) communication channels.
content
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) ____, (6) communication channels.
offers
The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) offers, (6) ______.
communication channels
The first step in successful campaign execution is governance and internal standards, such as getting _____ and _____ for campaigns.
Approval and signoff for campaigns.
The second step in successful campaign execution is to identify _____ involved.
Stakeholders and key people, including partners.
The third step in campaign execution is to gain ______
approvals.
How do you request approval or submit feedback if a campaign is not working?
Through a communication plan.
A training plan can cover things like….
How you use the naming convention and how you use the naming generator.
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
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
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
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
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
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
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
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
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
To ensure your campaign is executed flawlessly every time, use a _____
checklist.
A checklist documents critical items that must be…
checked EVERY TIME prior to a campaign launch.
If you work for a large enterprise organization you might need to have ____ and ____ sign off before you launch a campaign.
branding and legal
A campaign checklist is VERY _____
tactical.
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
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
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
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
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
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
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.
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;
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
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
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
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
When should a welcome campaign begin?
Within 24 hours of introduction.
To build a best in class Welcome Campaign, take the E10 class called….
Targeted Email Communications.
One of the best places to start your nurturing efforts is a ….
Welcome campaign.
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
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
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
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
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
Does every manual task need to be automated?
No.
4 reasons to automate nurture campaigns: (1) _____; (2) efficiency; (3) behavior-based nurturing; (4) increase effectiveness
Consistent timing
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) _____; (3) behavior-based nurturing; (4) increase effectiveness
efficiency
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) ______; (4) increase effectiveness
behavior-based nurturing;
4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) behavior-based nurturing; (4) _____
increase effectiveness
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
In an Allstate case study, open rate for triggered emails was ____ than batch and blast emails.
84% greater.
In an Allstate case study, click-through rate for triggered emails…..
outperformed batch email by 32%
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
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
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
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;
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
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
What will help you decide where to route individuals so that they have a coherent, relevant experience?
Automation.
If someone at the Prospect stage raises their hand and is interested, we need to determine if….
….they are qualified or not.
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.
Automatic feeds for a campaign can come from 2 sources….
filters for activity or automatic feeds from a different campaign
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
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.
With the use of automation, triggers, and reminders, what did Metagenics see happen to their eSignature form completion rate?
Rose from 24% to 59%.
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
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
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
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
When should you analyze your automation efforts?
After each revision.
What does RPI stand for?
Revenue Performance Indicator
The RPI that shows the percentage of leads who will eventually purchase is….
Conversion
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
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
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
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
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
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
Conversion by _____ is important for determining where to invest and focus your spend and your energy
Referral Source
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
Conversion by _____ is critical for deciding which types of events/assets are the most productive for your team.
type of offer
The RPI that measures the length of time it will take to realize revenue from a prospect is….
Velocity
