1) What are the stages in the inbound methodology?
Attract, Engage, Delight
2) Fill in the blank: Inbound is knowledge ________.
Monetization
3) Which departments should be involved in creating content?
All Departments
4) What does CRM stand for?
Customer Relationship Management
5) What occurs during the attract stage of the inbound methodology?
You focus on bringing prospects and customers to your social pages or website through relevant and helpful content
6) When does the engage stage of the inbound methodology begin?
The engage stage begins when a prospect or customer takes a desired action
7) True or false? As buying behavior changes, the inbound philosophy will also evolve.
False.
8) What is the purpose of the delight stage of the inbound methodology?
All of the Above
9) True or false? Most buyers start researching potential solutions before they meet with a salesperson.
True
10) Fill in the blank: The inbound methodology is a ____________.
Flywheel
11) Fill in the blank: Your __________ is your strongest acquisition lever.
Current Customer Base
12) Which of the following is a problem with thinking of your business as a funnel?
Movement through a funnel immediately stops when things stop flowing into the top of the funnel.
13) Who is responsible for delighting prospects and customers?
Marketing, Sales, and Services
14) True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services.
False
15) Which of the following is NOT a reason to think of your business as a flywheel?
Flywheels are able to stand unsupported for an indefinite amount of time
16) True or false? Every customer has to have a fantastic experience in order for your company’s flywheel to accelerate.
False – Some customers are inherently difficult to work with, but thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible even to your most difficult customers.
17) What are the five inbound principles?
Standardize, Contextualize, Optimize, Personalize, Empathize
18) True or false? When you standardize, you’re creating a single standard answer that has no variations.
False
19) Which of the following is NOT something you would take into account when contextualizing information?
What your product/service best attributes are
20) Why is it common for companies to think of themselves in terms of a funnel?
Because many business charts show conversion rates, and those charts are often shaped like a funnel.
21) How can you apply flywheel thinking to your company’s budget?
By investing as much money into things that drive customer happiness, such as support teams and product improvements, as you do into acquiring new customers through marketing and sales.
22) In a flywheel business, which of the following is the most important source of new prospects?
Word of mouth
23) What is the relationship of funnels and flywheels to each other?
Individual funnels can be interconnected within a flywheel.
24) How can thinking of your business as a flywheel foster cross-team collaboration?
If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.
25) When it comes to inbound best practices, you personalize for:
Impact
26) Fill in the blank: You standardize for ______________.
Consistency
27) Fill in the blank: When optimizing your content for clarity, your goal is to _________.
Leverage the strengths of a given channel and mitigate its weaknesses
28) Which place is recommended for the storage of your prospect’s information?
A CRM system
29) Why do the inbound principles exist?
The principles connect the methodology with the resources of inbound
30) Fill in the blanks: You ________ have to provide the _________ right response, before delivering the __________ correct information.
Often, emotionally, factually
31) What does a knowledge strategy allow you to do?
Identify topics you may have information on, and what types of questions may be asked
32) True or false? It is a recommended best practice to gate and deliver majority of your content over live chat.
False
33) Which of the following is the best way to align a company’s employees around a single purpose?
Defining a company culture that encourages employees to focus on fulfilling the company’s purpose.
34) If a salesperson is speaking with a specific person and discovers that the person doesn’t exactly match their assigned persona, what should the salesperson do?
Focus on serving the person using the information they provide even if it doesn’t match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.
35) Which of the following is NOT a key part of a company’s culture?
What customers say about the company
36) When you use Jobs Theory to develop a timeline of events, where does that timeline start?
The first time a potential customer realizes they have a need.
37) What is Jobs Theory?
A method for understanding why people buy certain products and services.
38) According to Jobs Theory, which of the following is an example of a job story?
As a commuter, when I’m on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.
39) Which of the following is NOT a “job dimension” that Jobs Theory might uncover?
Demographic information
40) How does your company’s purpose affect “back office” teams (accounting, legal, etc.)?
Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.
41) When it comes to goal setting, what are key results?
Key results are how you quantitatively benchmark and monitor how you get to the objective.
42) When it comes to goal setting, what are objectives?
Objectives are statements that define the qualitative outcome of your goal.
43) In the three horizon framework, what does horizon one symbolize?
The initiatives you to take to power short-term success
44) True or false? Every business exists primarily to create profits?
False – Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.
45) In the three horizon framework, what does horizon two symbolize?
The initiatives you take to power mid-term success
46) True or false? Objectives typically have a designated time period, while key results can be long lived.
False
47) What’s the maximum number of top priorities a company should have at any given time?
5
48) True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.
False
49) Which of the following best describes a buyer persona?
A description of your ideal buyer that sounds like it’s talking about an individual person but is based on aggregated information about your target market.
50) What kinds of information does your sales team likely need included in each persona?
The goals and challenges the persona typically has that your product can help with.
51) What kinds of information does your customer service team likely need included in each persona?
The parts of your offering that the persona likes most and least.
52) True or false? There should be one person who is tasked with creating and maintaining your buyer personas.
True – You need to get input from as many people as possible, but you should have one person who is accountable for making sure personas are created and maintained.
53) What is the relationship between your company’s purpose and your buyer personas?
Having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas).
54) What kinds of information does your marketing team likely need included in a persona?
How the persona finds answers to problems, and how they prefer to be communicated with.
55) Who at your company will buyer personas most benefit?
All customer facing teams, because a good buyer persona can provide value to marketing, sales, and services.
56) What is the role of “back office” teams (accounting, legal, etc.) in creating buyer personas?
Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.
57) Who should be involved in creating your buyer personas?
Anybody who interacts with your customers, directly or indirectly, should be invited to give input.
58) True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.
True
59) What is the buyer’s journey?
It’s the active research process someone goes through leading up to a purchase.
60) If your content is focused on the different solutions to your buyer persona’s problem, where would that content fit into the buyer’s journey?
Consideration
61) What is the relationship between the inbound methodology and the concept of a flywheel?
The inbound methodology is a round to help you visualize your company as a flywheel
