Inbound Certification
- What is the definition of a buyer persona?
- What are the four stages of the Inbound Methodology?
- What might your customer service team use the buyer’s journey for?
- You’ve joined a startup company. Before building out your content strategy, you’ll need to develop your company’s primary buyer persona. What’s the appropriate order for developing the buyer persona for your startup?
- Which of the following is the best technique for helping people progress through the buyer’s journey?
- Which of the following best describes a buyer persona?
- True or false? If a lead flow only asks for a visitor’s email address, that’s enough information to create a useful record in the CRM.
- How is your product’s “job to be done” tied to your customer’s personal identity?
- Fill in the blank: To build trust with your target audience, you need to align with the way they _____. (Choose all that apply.)
- According to Jobs Theory, which of the following is an example of a job story?
- Fill in the blank: _____ are people who respond to the NPS with a score between 0 and 6.
- What is the buyer’s journey?
- Define a conversion path.
- Fill in the blank: When optimizing your content for clarity, your goal is to _____.
- True or false? As buying behavior changes, the inbound philosophy will also evolve.
- Fill in the blank: The inbound methodology is a _____.
- True or false? Delight is only about the customer experience your service delivers.
- Which of the following is NOT a reason to think of your business as a flywheel?
- Which of the following is the best way to align a company’s employees around a single purpose?
- True or false? Having an inbound sales strategy is important because of changes made by the invention of the internet.
- The inbound methodology is a circle. What does it represent?
- What is the relationship of funnels and flywheels to each other?
- True or false? There should be one person who is tasked with creating and maintaining your buyer personas.
- Why is it important to make sure the people buying your product are happy?
- Which place is recommended for the storage of your prospect’s information?
- Fill in the blank: When creating a content offer, use _____ to determine the best content offer format.
- True or false? If you want to think of your company as a flywheel, you shouldn’t think of your sales process as a funnel.
- Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is _____-centric.
- True or false? If you have an ideal customer profile, you don’t need buyer personas.
- Which of the following is NOT a “job dimension” that Jobs Theory might uncover?
- 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?
- Which of the following is NOT true about a flywheel?
- True or false? Most buyers are naturally trusting of salespeople.
- When should you focus on delighting people?
- When it comes to goal setting, what are objectives?
- Fill in the blank: Inbound is knowledge _____.
- True or false? Every customer has to have a fantastic experience in order for your company’s flywheel to accelerate.
- How can thinking of your business as a flywheel foster cross-team collaboration?
- All of the following are true about forms and lead flows EXCEPT:
- True or false? A website page should always have three goals. There should be one primary goal and two secondary goals.
- This call-to-action isn’t performing as well as it should. What is the first thing to assess about the call-to-action?
- What is the definition of lead nurturing? (Question Type 1)
- True or false? You should only create video content if you have a high-quality camera and lights.
- Imagine you surveyed 100 training attendees. If 10% were detractors, 30% were passives, and 60% were promoters, what would your NPS be?
- True or false? Most buyers start researching potential solutions before they meet with a salesperson.
- In the three horizon framework, what does horizon one symbolize?
- What kinds of information does your sales team likely need included in each persona?
- If a sales rep is speaking with a specific person and discovers that the person doesn’t exactly match their assigned persona, what should the sales rep do?
- What are the stages in the inbound methodology?
- What are the steps for creating a conversion path?
- What is the relationship between a company’s profits and its purpose?
- Which of the following are principles of inbound? (Choose all that apply.)
- Fill in the blanks: You _____ have to provide the _____ right response, before delivering the _____ correct information.
- What is the main purpose of a landing page?
- Which of the following is NOT something you would take into account when contextualizing information?
- What is the difference between a sales process and an inbound sales strategy?
- True or false? In the context of inbound, buyer personas and ideal buyer profiles are the same thing.
- What is social listening? (Question Type 1)
- Optimizing your content helps improve _____.
- What are the principles of inbound? (Choose all that apply.)
- Who is responsible for delighting prospects and customers?
- What kinds of information does your marketing team likely need included in a persona?
- You want to improve your customer experience processes and your products to ensure you’re focused on delight. Which should you do to get the largest, most representative sample?
- What is the purpose of the delight stage of the inbound methodology?
- True or false? An inbound sales strategy aims to connect with buyers when they’re in the decision stage of the buyer’s journey.
- In the engage stage what do you collect from an individual?
- Fill in the blank: You can attract people by using _____ to create content and experiences.
- Fill in the blank: _____ of customers will never do business with a company again after one negative experience.
- True or false? Each prospect who comes to your website for the first time is always in the Awareness stage of the buyer’s journey.
- True or false? To ensure that search engines understand your website page, it’s necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.
- To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to?
- Who at your company will buyer personas most benefit?
- Fill In The Blank: _____ Allows You To Understand What Users Want, Care About, And Interact With On Your Site By Visually Representing Their Clicks, Taps, And Scrolling Behavior.
- When it comes to goal setting, what are key results?
- What’s the maximum number of top priorities a company should have at any given time?
- What kinds of information does your customer service team likely need included in each persona?
- 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?
- What are the phases of an inbound sales strategy?
- True or false? Social media is a key driver for word-of-mouth marketing.
- Which is true about content and its relationship with the Inbound Methodology?
- Which of the following is NOT a lead nurturing tactic?
- What are the steps of conversion optimization?
- What are the phases for the inbound sales framework?
- What does a knowledge strategy allow you to do?
- A website visitor is reading the blog post you published last month. They’re intrigued by the call-to-action that you have at the bottom of your post, so they decide to click it and are redirected to a form which they fill out and submit. Which Inbound Methodology stage is being described in this scenario?
- In a flywheel business, which of the following is the most important source of new prospects?
- Fill in the blank: Your _____ is your strongest acquisition lever.
- What is the role of “back office” teams (accounting, legal, etc.) in creating buyer personas?
- What is the three horizon framework?
- Which of the following is a problem with thinking of your business as a funnel?
- True or false? When starting out, make sure you are engaging with customers on every single social media channel.
- True or False: Responsive design relies on predefined screen sizes.
- When you use Jobs Theory to develop a timeline of events, where does that timeline start?
- True or false? It is a recommended best practice to gate and deliver majority of your content over live chat.
- In the three horizon framework, what does horizon three symbolize?
- What is the relationship between the inbound methodology and the concept of a flywheel?
- Fill in the blank: Inbound is about ___ with the world.
- True or false? It’s a best practice to gate and deliver the majority of your content over live chat.
- True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services.
- A customer who recently purchased your product realizes that it’s not the right solution for the problem they were trying to solve. He would like to return the product. Which stage of the buyer’s journey is your customer in?
- True or false? Conversion optimization is NOT an iterative process.
- Your friend is starting a company and wants to identify the job their product will do for people. What advice would you give them?
- If you’re looking for a place to start with creating topic clusters and pillar pages, consider deconstructing your existing awareness- or consideration-stage offers into 10x content pillar pages.
- How many customers do you need to interview to identify the job your product does?
- True or false? As an inbound sales representative, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.
- When does the engage stage of the inbound methodology begin?
- True or false? A call-to-action must be a button.
- How can you apply flywheel thinking to your company’s budget?
- Fill in the blank: _____ of consumers have discontinued communications with a company because of irrelevant promotions or messages.
- When it comes to inbound best practices, you personalize for:
- True or false? Every business exists primarily to create profits.
- Why do the inbound principles exist?
- Fill in the blank: During the attract stage of the inbound methodology, an inbound business focuses on _____. (Choose all that apply.)
- Fill in the blank: _____ is a friendly, harmonious relationship; a relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.
- True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.
- What are the three core tenents of inbound?
- Fill in the blank: While most pages should be optimized for user interaction, responsive blogs should be first optimized for _____.
- What is conversion optimization?
- True or false? Buyer personas are effective for all organization types.
- What is Jobs Theory?
- How does your company’s purpose affect “back office” teams (accounting, legal, etc.)?
- True or false? An inbound sales approach is necessary because the world has changed and salespeople need to adapt to new technologies and buying patterns.
- Which departments should be involved in creating content?
- True or false? Social Content is only used during the attract and delight stages of the inbound methodology.
- True or false? Objectives typically have a designated time period, while key results can be long lived.
- Fill in the blank: _____ is the process of listening to customer feedback about their experience using a product or service, sharing results within the organization, and interpreting feedback to improve customer experience and retention.
- What does CRM stand for?
- Who should be involved in creating your buyer personas?
- True or false? An effective conversion path must include a landing page.
- What is the relationship between your company’s purpose and your buyer personas?
- What are the five inbound principles?
- What is the goal of the identify phase of an inbound sales strategy?
- An inbound sales strategy focuses on identifying people who _____.
- Why is it common for companies to think of themselves in terms of a funnel?
- True or false? NPS is calculated by subtracting the detractors percentage from the passives percentage.
- Fill in the blank: You standardize for _____.
- You’ve been tasked with helping to research your organization’s buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?
- True or false? When you standardize, you’re creating a single standard answer that has no variations.
- In the three horizon framework, what does horizon two symbolize?
- When designing site architecture and navigation, whose experience should be the primary consideration?
- True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.
- What could a marketer use in the engage stage to engage with different segments of their audience?
- Which of the following is NOT a key part of a company’s culture?
- How can thinking of your business as a flywheel improve the handoff between sales and services?
- 60% of a buyer’s purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?
- What occurs during the attract stage of the inbound methodology?
- Which of the following delight terms is considered to be reactive to your customers’ needs?
- True or false? The buyer’s journey is only used by your marketing team.