Inbound Certification Course Review

What is the buyer's journey?

the active research process someone goes through leading up to a purchase

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

Which departments should be involved in creating content?

all departments

True or false? Most buyers start researching potential solutions before they meet with a salesperson.

true

True or false? A customer's buying journey is ever-evolving. You should make updates as your learn more about your buyer persona.

true

Fill in the blank. Your ________ is your strongest acquisition ever.

current customer base

What does CRM stand for?

customer relationship management

What are the stages in the inbound methodology?

attract, engage, delight

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

When does the engage stage of the inbound methodology begin?

the engage stage begins when a prospect or customer takes a desired action

What is the purpose of the delight stage of the inbound methodology?

to exceed expectations, to provide an outstanding experience every time a prospect or customer interacts with your company, and to go the extra step to ensure a prospect or customer accomplishes what they set out to do

Fill in the blank. Inbound is about _____________ with the world.

sharing your knowledge

Who is responsible for delighting prospects and customers?

marketing, sales, and services

The inbound methodology is a circle. What does it represent?

a flywheel (know what this looks like and what it stands for)

Which place is recommended for the storage of your prospect's information?

a crm system

True or false? It's a best practice to gate and deliver the majority of your content over live chat.

false

Which of the following is NOT true about a flywheel?

flywheels are able to stand unsupported for an indefinite amount of time

True or false? Every customer has to have a fantastic experience in order for your company's flywheel to accelerate.

false

How can you apply flywheel thinking to your company's budget?

by investing as much money into things that drive customer happiness- like support teams and product improvements- as you do into acquiring new customers through marketing and sales

What is the relationship of funnels and flywheels to each other?

individual funnels can be interconnected within a flywheel

How can thinking of your business as a flywheel foster cross-team collaboration?

if each team has their own separate funnel, then using a flywheel can help them understand how these funnels work together and support each other

What is the relationship between the inbound methodology and the concept of a flywheel?

the inbound methodology is represented as a circle

True or false? Every business exists primarily to create profits.

false, even though a business needs profits to continue operating, each business has it's own individual mission

Which of the following is the best way to align a company's employees around a single purpose?

by implementing a company culture that encourages employees to focus on fulfilling the company purpose

Which of the following is NOT a key part of a company's culture?

what customers say about the company

What is Jobs Theory?

a method for understanding why people buy certain products or services

When you use Jobs Theory to develop a timeline of events, where does that timeline start?

right when a potential customer realized that they have a need

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."

Which of the following is NOT a "job dimension" that Jobs Theory might uncover?

demographic information

Who at your company will buyer personas most benefit?

all customer facing teams

Who should be involved in creating your buyer personas?

anyone who directly or indirectly interacts with customers should have input

True or false? There should be one person who is tasked with creating and maintaining your buyer personas.

true, you should be getting input from as many people as possible but there should be one main person tasked with creating and maintaining the personas

What kinds of information does your marketing team likely need including a persona?

how the persona finds answers to problems and how they prefer to be contacted/ communicated with

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

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

If a sales rep is speaking with a specific person and discovers that the person does not exactly match their assigned persona, what should the sales rep do?

focus on that customer no matter how they fit into the persona, if the same difference keeps occurring, then update the persona

When it comes to goal setting, what are objectives?

objectives are statements that define the qualitative outcome of your goal

When it comes to goal setting, what are key results?

key results are how you quantitatively mark and monitor how you get to the objective

True or false? Objectives typically have a designated time period, while key results can be long lived.

False

What is the three horizon framework?

The 3 horizon framework is a way to conceptualize what you're business wants to accomplish in the short-term, mid-term, and long term

In the three horizon framework, what does horizon one symbolize?

the initiatives you take to power short term success

In the three horizon framework, what does horizon two symbolize?

the initiatives you take to power mid-term success

In the three horizon framework, what does horizon three symbolize?

the initiatives you take to power long-term success

True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.

false

What is the maximum number of top priorities a company should have at any given time?

5

Fill in the blank: You can attract people by using ________________ to create content and experiences.

your expertise

In the engage stage what do you collect from an individual?

info

What could a marketer use in the engage stage to engage with different segments of their audience?

ad retargeting

What might your customer service team use the buyer's journey for?

cross selling, up selling, and reselling

How is your product's "job to be done" ties to your customer's personal identity?

the customer wants your product to reflect what they believe about the world

Why is it important to make sure the people buying your product are happy?

the happy customers will get you more customers by word-of-mouth good reviews, happy customers will come back, bad reviews

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?

false

How can thinking of your business as a flywheel improve the handoff between sales and services?

by giving more visibility into the steps involved to make the handoff go smoothly

Which of the following are principles of inbound?

standardize, contextualize, optimize, personalize, empathize

Fill in the blank: During the attract stage of the inbound methodology, an inbound business focuses on _____________________.

attracting prospects and customers through relevant and helpful content

Fill in the blank: ___________ of consumers have discontinued communications with a company because of irrelevant promotions or messages?

94%

Fill in the blank: __________ of customers will never do business with a company again after one negative experience.

51%

Fill in the blank: To build trust with your target audience, you need to align with the way they ___________.

think, research, and purchase

True or false? As buying behavior changes, the inbound philosophy will also evolve.

false

Your friend is starting a company and wants to identify the job their product will do for people. What advice would you give them?

put a plan in place to interview your first few customers soon after they buy from you