Question 1

The EDGAROnline case history showed that:

Accepted Answer

A)  it is not possible to increase the number of leads generated.
B)  a lead scoring system can increase the number of leads correctly classified.
C)  it is unlikely that the number of leads closed can be increased.D) All of the above
E) B) and C)

Question 2

Quantity of sales leads matters more than quality.

Accepted Answer

A) True 
 B)False

Question 3

________ is the term used for distributing items as widely as possible on the web and taking steps to ensure that they can be found by prospective customers.

Accepted Answer

A)  Inbound marketing
B)  Buying cycle
C)  Content marketingD) A) and B)
E) A) and C)

Question 4

Sales leads are qualified by asking a set of questions about customer needs and ability to make the purchase.

Accepted Answer

A) True 
 B)False

Question 5

Landing pages are optional in the sales lead generation process.

Accepted Answer

A) True 
 B)False

Question 6

Essential steps in the lead generation and management process include:

Accepted Answer

A)  follow up to convert leads to sales.
B)  personal interviews with prospective customers.
C)  identifying some leads as not useful.D) A) and C)
E) None of the above

Question 7

Which of the following can be part of a content marketing strategy?

Accepted Answer

A)  Customer comments posted on Facebook
B)  Television ads posted on YouTube
C)  Both of the aboveD) All of the above
E) B) and C)

Question 8

B2B marketers typically make use of lead generation and management programs to create awareness of their products.

Accepted Answer

A) True 
 B)False

Question 9

Communication channels for generating sales leads include:

Accepted Answer

A)  trade shows in the real world.
B)  online advertising.
C)  both of the above.D) None of the above
E) All of the above

Question 10

Inbound marketing represents a way to generate sales leads in a cost effective manner.

Accepted Answer

A) True 
 B)False

Question 11

Purchasing scenarios:

Accepted Answer

A)  are different from scenarios used in corporate strategy development.
B)  are helpful to various departments in the company.
C)  are developed by outside agencies to corporate specifications.D) A) and B)
E) B) and C) B

Question 12

Creating a purchasing scenario is essentially writing a story about how a specific segment of customers goes through the buying process.

Accepted Answer

A) True 
 B)False

Question 13

Customer personas are the same as customer profiles.

Accepted Answer

A) True 
 B)False

Question 14

Conversion paths:

Accepted Answer

A)  only apply to very large websites.
B)  show how people move through a website.
C)  are the same for all market segments.D) B) and C)
E) None of the above

Question 15

Content marketing means getting the permission of other companies to reproduce their online companies.

Accepted Answer

A) True 
 B)False

Question 16

B2C marketers never use the sales lead and management process.

Accepted Answer

A) True 
 B)False

Question 17

The Juan Eloqua lead generation program is a good example of:

Accepted Answer

A)  a single step marketing program.
B)  email as the only channel necessary for lead generation.
C)  multiple step program including email and website content.D) B) and C)
E) All of the above

Question 18

The B2B buy cycle has noticeable similarities to the consumer decision process.

Accepted Answer

A) True 
 B)False

Question 19

Lead scoring requires a model that computes a score based on a number of variables.

Accepted Answer

A) True 
 B)False  True

Question 20

The only way to generate sales leads online is to advertise.

Accepted Answer

A) True 
 B)False  False

Exam 10: Lead Generation and Conversion in B2B Markets

The EDGAROnline case history showed that:

Correct AnswerverifiedShow Answer

Quantity of sales leads matters more than quality.

Correct AnswerverifiedShow Answer

________ is the term used for distributing items as widely as possible on the web and taking steps to ensure that they can be found by prospective customers.

Correct AnswerverifiedShow Answer

Sales leads are qualified by asking a set of questions about customer needs and ability to make the purchase.

Correct AnswerverifiedShow Answer

Landing pages are optional in the sales lead generation process.

Correct AnswerverifiedShow Answer

Essential steps in the lead generation and management process include:

Correct AnswerverifiedShow Answer

Which of the following can be part of a content marketing strategy?

Correct AnswerverifiedShow Answer

B2B marketers typically make use of lead generation and management programs to create awareness of their products.

Correct AnswerverifiedShow Answer

Communication channels for generating sales leads include:

Correct AnswerverifiedShow Answer

Inbound marketing represents a way to generate sales leads in a cost effective manner.

Correct AnswerverifiedShow Answer

Purchasing scenarios:

Correct AnswerverifiedB

Creating a purchasing scenario is essentially writing a story about how a specific segment of customers goes through the buying process.

Correct AnswerverifiedShow Answer

Customer personas are the same as customer profiles.

Correct AnswerverifiedShow Answer

Conversion paths:

Correct AnswerverifiedShow Answer

Content marketing means getting the permission of other companies to reproduce their online companies.

Correct AnswerverifiedShow Answer

B2C marketers never use the sales lead and management process.

Correct AnswerverifiedShow Answer

The Juan Eloqua lead generation program is a good example of:

Correct AnswerverifiedShow Answer

The B2B buy cycle has noticeable similarities to the consumer decision process.

Correct AnswerverifiedShow Answer

Lead scoring requires a model that computes a score based on a number of variables.

Correct AnswerverifiedTrue

The only way to generate sales leads online is to advertise.

Correct AnswerverifiedFalse

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B

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True

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False