Tenets: Fundamentals and RPM

Question 1

What is the difference between Personas and Segments?

Answer 1

A Segment is a portion of your database to which you target a communication. A Persona is a fictional character created to represent your ideal buyer. Personas help you configure Segments.

Question 2

______ help inform your messaging and tone.

Answer 2

Personas

Question 3

What is Lead Scoring?

Answer 3

Lead Scoring is the predictive ranking of one inbound response versus another. An automated scoring program is objective. It is a matter of differentiating those who are simply interested from those who are ready to talk to Sales about a specific solution.

Question 4

What are the building blocks of a Segment?

Answer 4

Individuals, lists, filters.

Question 5

How can the RPM strategy be applied to data management (in brief)?

Answer 5

1. Analyze 2. Act 3. Analyze

Question 6

The first step in applying the RPM strategy to data management?

Answer 6

(1) Analyze data by running reports and viewing current data completeness and other metrics.

Question 7

In applying the RPM strategy to data management, describe the “Act” step.

Answer 7

(2) Take action to standardize data and automate processes.

Question 8

In applying the RPM strategy to data management, what is the third and final step?

Answer 8

Analyze again by rechecking data reports and optimize processes if necessary.

Question 9

List the various methods of excluding Contacts from a Segment.

Answer 9

System Exclude, Master Exclude, Segment Exclude.

Question 10

What is RPM?

Answer 10

A strategy for managing a company’s interactions with buyers throughout the buying cycle that enables predictable, rapid, and profitable revenue growth.