Week 2: Marketing

Question 1

Identify the 4 stages in the demand generation process.

Answer 1

• Epiphany Stage (Unaware)
• Awareness Stage (Qualified leads)
• Consideration Stage (Marketing Qualified Leads)
• Decision Stage (Sales Qualified Leads)

Question 2

Contact vs. Sales Qualified Leads

Answer 2

A contact is a client with a clear business need we can solve.

SQLs are clients with the urgency AND budget.

Question 3

Explain the Attract or Epiphany Phase to the Awareness Phase.

Answer 3

• A sudden insight or intuitive understanding
• Any movement of great or sudden revelation
• A sudden, intuitive perception of or insight into reality or the essential meaning of something, often initiated by some simple, commonplace occurrence

TLDR: In the awareness stage, individuals or businesses actively recognize and acknowledge the problem or need identified in the epiphany stage. In the epiphany stage, customers may not be actively looking for a solution yet but is aware of a potential issue.

Question 4

Define marketing

Answer 4

The action or business of promoting and selling products or services, including market research and advertising.

Question 5

Define martech and its characteristics

Answer 5

• Martech refers to the blend of marketing strategies, practices, and tools that leverage technology to improve and automate marketing efforts, enhance customer engagement, and analyze marketing campaign performance.

Question 6

Identify 4 marketing strategies to generate awareness.

Answer 6

• Affiliate management / Social media
• Campaign management
• Content management
• Search Engine Optimization

A mix of these 4 strategies is desirable.

Question 7

Explain the 4 marketing strategies.

Answer 7

• Affiliate management / Social media: involves partnering with individuals or businesses who promote your products or services for a commission. The affiliates use unique referral links to drive traffic and generate sales.
• Campaign management: involves planning, executing, and analyzing marketing campaigns.
• Content management: involves creating, organizing, publishing, and analyzing content to attract and engage a target audience.
• SEO: practice of optimizing your website and content to rank higher in search engine results, increasing organic (non-paid) traffic. It involves keyword research, on-page optimization (e.g., meta descriptions, headings), technical SEO (e.g., site speed, mobile-friendliness), and off-page optimization (e.g., backlink building).

Question 8

Explain how to deduce analytical questions from user questions (DATA process)

Answer 8

- Audience: Who is your main stakeholder?
- Business Question: What is the key purpose of the dashboard?
- Category: Analytical (helps you understand why) / Operational (make decisions in the present) / Social (anything that helps with social media analysis) / Strategic (make decisions in the future)
Do not create a dashboard with more than 2 categories.
- Data: Complete / Partial / To acquire
- Ethics: Our moral obligation of “is this right”? both as “should we be doing this” and “is the data accurate and precise”
- Formulate AQ: Analyze, follow up, formulate

Question 9

Identify the 4 types of analytical questions

Answer 9

• Descriptive
• Predictive
• Prescriptive
• Autonomous

Question 10

Name and explain the 4 metrics to formulating great analytical questions.

Answer 10

(By increasing order of impact)
- Activity: counts of actions taken
- Output: Direct results of actions (e.g. 30 lands from 2 events)
- Impact: Effects against business goals
(e.g. 30% cloud deals from marketing contributions)
- Readiness: Preparedness to perform
(things you need such as budget to start your activity - the fundamentals)

Question 11

[Evolution of marketing video] - Explain the 3 steps to achieve marketing & sales alignment.

Answer 11

• Align with the shared destination: How and where future revenue will be generated
• Orient each function: How can marketing, sales and product functions work together
• Provide coordinates: Provide guidance to teams