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Flashcards in Lead Nurturing Best Practices Deck (500):
1

Why nurture? To ____, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.

Increase leads

2

RPM is a strategy for managing a company's _____ that enables predictable, rapid and profitable revenue growth.

interactions with buyers through the buying cycle

3

RPM is a strategy for managing a company's interactions with with buyers through the buying cycle that....

enables predictable, rapid, and profitable revenue growth.

4

RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, One View of the Truth, and....

Revenue Discovery

5

Effective Lead Nurturing falls between which two steps of the RPM Journey?

Demand Generation and Lead Management

6

RPM Journey involves five steps: _____, Demand Generation, Lead Management, One View of the Truth, and Revenue Discovery

Sales Pipeline

7

RPM Journey involves five steps: Sales Pipeline, _____, Lead Management, One View of the Truth, and Revenue Discovery

Demand Generation

8

RPM Journey involves five steps: Sales Pipeline, Demand Generation, _____, One View of the Truth, and Revenue Discovery

Lead Management

9

RPM Journey involves five steps: Sales Pipeline, Demand Generation, Lead Management, _____, and Revenue Discovery

One View of the Truth

10

The concept of effective nurturing falls mostly in the Demand Generation phase of the RPM journey and a little in:

Lead Management

11

Nurturing is taking action that helps to move a buyer from...

Point A to Point B in the buying cycle.

12

_____ is taking action that helps to move a buyer from Point A to Point B in the buying cycle.

Nurturing.

13

Nurturing is a _____ process.

Perpetual

14

The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ___.

Purchase.

15

The five phases in the buying cycle are ____, Learn, Evaluate, Justify, and Purchase.

Interest

16

The five phases in the buying cycle are Interest, ____, Evaluate, Justify, and Purchase.

Learn

17

The five phases in the buying cycle are Interest, Learn, ____, Justify, and Purchase.

Evaluate

18

The five phases in the buying cycle are Interest, Learn, Evaluate, ____, and Purchase.

Justify

19

The five phases in the buying cycle are Interest, Learn, Evaluate, Justify, and ____.

Purchase

20

Nurturing looks different at different points in the ....

Buyer's journey.

21

One of the keys to effective nurturing is to align campaigns to the....

Buyer's journey.

22

Why nurture? To increase leads, ____, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.

Minimize lost leads

23

Why nurture? To increase leads, minimize lost leads, ______, measure the readiness of your prospects, complete contact profile, and demonstrate thought leadership.

Create and maintain prospect engagement

24

Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, _____, complete contact profile, and demonstrate thought leadership.

Measure the readiness of your prospects

25

Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, _____, and demonstrate thought leadership.

Complete contact profile

26

Why nurture? To increase leads, minimize lost leads, create and maintain prospect engagement, measure the readiness of your prospects, complete contact profile, and ____.

Demonstrate thought leadership.

27

Nurturing increases leads sent to sales by transforming leads from having questions about your product to....

... Having specific questions about technical specifications and pricing.

28

In increasing leads sent to sales, nurturing turns your lead into a...

Sales-ready lead.

29

Leads can be lost for many reasons, such as disinterest, mismatch of messaging to their needs, and...

Budget.

30

Leads can be lost for many reasons, such as ____, mismatch of messaging to their needs, and budget

Disinterest

31

Leads can be lost for many reasons, such as disinterest, ____, and budget

Mismatch of messaging to their needs.

32

Effective nurturing can minimize lost leads through education and...

Increased awareness.

33

Prospect engagement is key in keeping prospects in the funnel and...

Keeping your brand top-of-mind

34

Prospect engagement is key in ______ and keeping your brand top-of-mind

Keeping prospects in the funnel

35

If you measure the readiness of your prospects, you can:

Speed up or slow down the sales cycle for prospects who are more or less ready to buy.

36

Why is nurturing an overused word?

Because it actually works.

37

Nurturing should continually complete contact profiles, because complete profiles allow for effective...

Segmentation and targeting.

38

Nurturing presents an opportunity to demonstrate credibility as an expert by....

Educating leads

39

To demonstrate thought leadership, educate leads about 3 things:

Who are you? What does your organization do? How does this benefit me?

40

Eloqua Benchmark Data from spring 2011 study shows what growth in inquiries when nurturing and when not nurturing?

6% growth in inquiries when not nurturing, 5% growth when nurturing

41

Eloqua Benchmark Data from spring 2011 study shows what growth in LEAD generation when nurturing and when not nurturing?

-17% growth in leads when not nurturing, 4% growth when nurturing.

42

When developing a lead nurturing program, you should always begin with...

Benchmarking and metrics.

43

RPM is a continuous process of action and...

Analysis.

44

RPM is a continuous process of ___ and analysis.

Action.

45

Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, number of individuals in each campaign, and ____

Campaign engagement.

46

Before beginning a lead nurturing campaign, benchmark _____ and ______, number of individuals in each campaign, and campaign engagement.

Total activated campaigns and email frequency

47

Before beginning a lead nurturing campaign, benchmark total activated campaigns and email frequency, _____, and campaign engagement.

Number of individuals in each campaign

48

When to check key lead nurturing metrics?

Start by checking monthly, and then go to quarterly.

49

Part of applying Revenue Performance Management is to implement analysis at....

every stage before and after you take action.

50

The best way to sell a success story is to....

Prove how far you have come.

51

Campaign volume is defined as the total campaigns executed and _____

communication frequency.

52

Campaign volume is defined as the ___________ and communication frequency.

Total campaigns executed

53

What is a bonus metric of campaign volume?

% of campaigns leveraging automation.

54

Campaign Reach is defined as the total and unique number of campaign members and the ______.

campaign members per campaign.

55

Campaign Reach is defined as the ____ and the campaign members per campaign.

total and unique number of campaign members

56

What direction should the total and unique number of campaign members be moving?

Up.

57

What direction should the campaign members per campaign be moving?

Down.

58

If you saw the total number of campaign members equal to 2000 and unique members equal 1000 this shows you that on average each of the individuals is....

In two campaigns.

59

It is better to have ____ and _____ than to just have a few large campaigns running with more general messaging.

multiple smaller campaigns running and providing relevant messaging

60

A campaign could have a large number of members and still provide a relevant, personalized experience by having dynamic content, checking shared filters to route individuals down the best communication path, and using _____.

activity based triggers.

61

A campaign could have a large number of members and still provide a relevant, personalized experience by having ____, checking shared filters to route individuals down the best communication path, and using activity based triggers.

dynamic content

62

A campaign could have a large number of members and still provide a relevant, personalized experience by having dynamic content, ____, and using activity based triggers.

checking shared filters to route individuals down the best communication path

63

Campaign engagement metrics include all campaign activity and ____

Total number of campaign responders.

64

Campaign engagement metrics include _____ and total number of campaign responders.

All campaign activity

65

Campaign activity is....

any inbound activity on a campaign.

66

Campaign response is a particular activity on a campaign that is designated as _______, for example, a _____

showing official interest in that campaign - for example, a form submit

67

A campaign "hand raise" is a combination of activities and/or responses across multiple campaigns that are particularly relevant to....

demand conversion.

68

A campaign "hand raise" is __________ that are particularly relevant to demand conversion.

a combination of activities and/or responses across multiple campaigns

69

Hand raises are particularly important when setting up....

Lead scoring criteria.

70

Hand raises represent...

Engagement that is worthy of a better lead score.

71

What is a pre-defined pattern / combination of activities and responses that your team agrees to define as relevant to demand conversion?

A hand raise.

72

Total number of campaign responses = number of new leads generated. True or false?

False.

73

Naming conventions organize assets for easy retrieval, simplify reporting, and _____.

document internal knowledge.

74

Naming conventions organize assets for easy retrieval, ________, and document internal knowledge.

simplify reporting

75

Naming conventions _____, simplify reporting, and document internal knowledge.

organize assets for easy retrieval

76

In reporting, can you filter based on naming conventions?

Yes.

77

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.

source codes.

78

Naming structures should be developed for all your assets, including: ____, email groups, lists, forms, programs, campaigns, and source codes.

emails

79

Naming structures should be developed for all your assets, including: emails, ______, lists, forms, programs, campaigns, and source codes.

email groups

80

Naming structures should be developed for all your assets, including: emails, email groups, ____, forms, programs, campaigns, and source codes.

lists

81

Naming structures should be developed for all your assets, including: emails, email groups, lists, _____, programs, campaigns, and source codes.

forms,

82

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, _____, campaigns, and source codes.

programs

83

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, _____, and source codes.

campaigns

84

Naming structures should be developed for all your assets, including: emails, email groups, lists, forms, programs, campaigns, and _____.

source codes.

85

When developing a naming campaign, you should first develop a ___ for all your assets.

naming structure

86

In conjunction with your asset naming conventions, you should establish a _____ for each asset area.

folder structure

87

Naming convention components include _____, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and date.

campaign codes

88

Naming convention components include campaign codes, _____, offer code, country code, fiscal code, theme code, business unit, product code, and date.

asset codes

89

Naming convention components include campaign codes, asset codes, _____, country code, fiscal code, theme code, business unit, product code, and date.

offer code

90

Naming convention components include campaign codes, asset codes, offer code, _______, fiscal code, theme code, business unit, product code, and date.

country code

91

Naming convention components include campaign codes, asset codes, offer code, country code, ____, theme code, business unit, product code, and date.

fiscal code

92

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, _____, business unit, product code, and date.

theme code

93

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, ______, product code, and date.

business unit

94

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, _____, and date.

product code

95

Naming convention components include campaign codes, asset codes, offer code, country code, fiscal code, theme code, business unit, product code, and ____.

date

96

Are meta tags a good addition to your naming convention, and why?

Yes, because it means greater alignment between your assets and your website organization.

97

In naming conventions what is a best practice for date?

To use a standard structure.

98

Naming conventions help to streamline adoption of _______ and organization of assets across sales and marketing systems.

corporate standards

99

Naming converntions help to streamline adoption of corporate standards and _________

organization of assets across sales and marketing systems.

100

Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, Owner, and ___

YearMonth

101

Eloqua's campaign naming convention includes _____, Campaign Objective, Campaign Type, Topic, Owner, and YearMonth

Campaign Name

102

Eloqua's campaign naming convention includes Campaign Name, ____ ______, Campaign Type, Topic, Owner, and YearMonth

Campaign Objective

103

Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, ____, Topic, Owner, and YearMonth

Campaign Type

104

Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, ____, Owner, and YearMonth

Topic

105

Eloqua's campaign naming convention includes Campaign Name, Campaign Objective, Campaign Type, Topic, ___, and YearMonth

Owner

106

In Eloqua's recent asset reorganization effort, what does the top level of foldering represent?

Core themes or major campaigns initiatives

107

In Eloqua's recent asset reorganization what are 4 examples of campaign goals?

Acquisition, acceleration, awareness, upsell.

108

Two benefits of including campaign owner or campaign type in the naming convention are: Owners can find all their assets with an easy search, and ___

Reports can easily filter for specific campaign types or campaign owners.

109

Two benefits of including campaign owner or campaign type in the naming convention are: ____, and reports can easily filter for specific campaign types or campaign owners.

Owners can find all their assets with an easy search.

110

If you think about your _____ ahead of time, your naming convention will quickly become your best friend.

reporting needs.

111

The power of search and filter are at your fingertips if you consistently implement a ___ company wide.

naming convention

112

What tool helps generate consistent names for your assets?

A naming convention generator.

113

What type of document is a naming convention generator and where can you find it?

An Excel spreadsheet, and you can find it on Topliners.

114

Three keys to success for naming conventions are: 1. _____; 2. Build around YOUR business needs; 3. Include the most important pieces at the beginning.

Be consistent

115

Three keys to success for naming conventions are: 1. Be consistent; 2. ______; 3. Include the most important pieces at the beginning.

Build around YOUR business needs

116

Three keys to success for naming conventions are: 1. Be consistent; 2. Build around YOUR business needs; 3. ______

Include the most important pieces at the beginning.

117

Why is it important to include the most important pieces at the beginning in your naming convention?

Because the full name may not always be visible on reporting or list view screens.

118

There's no right or wrong way when implementing naming conventions, you just have to be ____

consistent.

119

When setting up your naming convention: 1. ____2.Define codes or abbreviations3.Decide on the order of the codes4.Configure generator to fit your needs5.Communicate, communicate, communicate

Choose components for naming convention

120

1.Choose components for naming convention2. ______3.Decide on the order of the codes4.Configure generator to fit your needs5.Communicate, communicate, communicate

Define codes or abbreviations

121

1.Choose components for naming convention2.Define codes or abbreviations3. _____4.Configure generator to fit your needs5.Communicate, communicate, communicate

Decide on the order of the codes

122

1.Choose components for naming convention2.Define codes or abbreviations3.Decide on the order of the codes4. ______5.Communicate, communicate, communicate

Configure generator to fit your needs

123

1.Choose components for naming convention2.Define codes or abbreviations3.Decide on the order of the codes4.Configure generator to fit your needs5. ______

Communicate, communicate, communicate

124

Asset names cannot exceed

100 characters

125

In Eloqua 9, if you are working with wireframe templates or themes, asset names are limited dto

50 characters

126

4 steps to map a campaign strategy: ____, Content Audit, Channel Audit, Campaign Map

Persona Journey

127

4 steps to map a campaign strategy: Persona Journey, ______, Channel Audit, Campaign Map

Content Audit

128

4 steps to map a campaign strategy: Persona Journey, Content Audit, ______, Campaign Map

Channel Audit

129

4 steps to map a campaign strategy: Persona Journey, Content Audit, Channel Audit, _______

Campaign Map

130

What Eloqua University class covers Persona Journey?

RPM: Targeting and Segmentation

131

The persona journey informs how we audit our ______ and our _____

content and our channels.

132

Everything we do when it comes to campaigns needs to come back to the ______

Buyer's Journey

133

The persona journey asks four questions at each stage of the Buyer's Journey: 1. _______ 2. What questions is your persona asking? 3. Key Messages and Value Propositions 4. List offers the persona is most likely to respond to

What is your persona's motivation?

134

The persona journey asks four questions at each stage of the Buyer's Journey: 1. What is your persona's motivation? 2. ______ 3. Key Messages and Value Propositions 4. List offers the persona is most likely to respond to

What questions is your persona asking?

135

The persona journey asks four questions at each stage of the Buyer's Journey: 1. What is your persona's motivation? 2. What questions is your persona asking? 3. 4. List offers the persona is most likely to respond to

Key Messages and Value Propositions

136

The persona journey asks four questions at each stage of the Buyer's Journey: 1. What is your persona's motivation? 2. What questions is your persona asking? 3. Key Messages and Value Propositions 4. _______

List offers the persona is most likely to respond to

137

We use the questions we asked during the Persona Journey to inform our ____

content audit.

138

How much time do B2B buyers spend each day consuming content?

61% of B2B buyers spend an hour or more each day consuming content, according to a recent ITSMA study.

139

3 questions asked during a content audit: What content do I have that is ready to use? What content can I re-purpose? _____.

What content is missing?

140

3 questions asked during a content audit: What content do I have that is ready to use? _______ What content is missing?

What content can I re-purpose?

141

3 questions asked during a content audit: ______ What content can I re-purpose? What content is missing?

What content do I have that is ready to use?

142

It is best practice to align your content audit to the _______.

buyer's journey.

143

Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer's journey; (2) More content than you thought; (3) Old content; (4) ______.

Too much or too little content about certain pain points.

144

Discoveries you might make by completing a content audit: (1) ____; (2) More content than you thought; (3) Old content; (4) Too much or too little content about certain pain points.

Uneven distribution of content across the buyer's journey

145

Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer's journey; (2) ______; (3) Old content; (4) Too much or too little content about certain pain points.

More content than you thought

146

Discoveries you might make by completing a content audit: (1) Uneven distribution of content across the buyer's journey; (2) More content than you thought; (3) _____; (4) Too much or too little content about certain pain points.

Old content

147

Content Audit Steps: (1) _______; (2) Align content types to buyer's journey; (3) Brainstorm content for each phase of the journey.

Brainstorm content types

148

Content Audit Steps: (1) Brainstorm content types; (2) ______; (3) Brainstorm content for each phase of the journey.

Align content types to buyer's journey

149

Content Audit Steps: (1) Brainstorm content types; (2) Align content types to buyer's journey; (3) ________.

Brainstorm content for each phase of the journey

150

Places you have content as a company, such as your corporate blog and white papers, are:

Content types.

151

Content types are....

Places you have content as a company, such as your corporate blog and white papers

152

Company website, toll free number, customer references, industry awards, features/benefits sheets are all examples of....

Content types.

153

Is third-party material an example of a content type that can be used in effective nurturing?

Yes.

154

Search begins at the ____ stage of the buying cycle.

Interest

155

Solutions are identified at the ____ stage of the buying cycle.

Learn

156

Solutions are evaluated against needs at the ____ stage of the buying cycle.

Evaluate

157

A short list is assembled at the _____ stage of the buying cycle.

Justify

158

A selection is made at the ____ stage of the buying cycle.

Purchase.

159

Will some content types be relevant at more than one stage in the buyer's journey?

Yes.

160

In a content audit, if a content type is important at more than one stage of the funnel, what should you do?

List it more than once.

161

Tip: Start with a content audit based on the buying cycle. Later you can break it down with a content audit _____.

specific to a segment or persona.

162

Tip: Start with a content audit _______. Later you can break it down with a content audit specific to a segment or persona.

based on the buying cycle.

163

During a content audit, for each stage of the buying cycle you should brainstorm: (1) ____; (2) content types; (3) specific content.

questions

164

During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) _____; (3) specific content.

content types

165

During a content audit, for each stage of the buying cycle you should brainstorm: (1) questions; (2) content types; (3) ______.

specific content

166

During a content audit, for each phase in the buyer's journey you identify content that matches the ____ and the ____.

questions and the content types.

167

It is useful to classify your content in a Content Audit according to: (1) _____; (2) Buying stage; (3) Publication date; (4) Intended persona

Content format

168

It is useful to classify your content in a Content Audit according to: (1) Content format; (2) ______; (3) Publication date; (4) Intended persona

Buying stage

169

It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) ______; (4) Intended persona

Publication date

170

It is useful to classify your content in a Content Audit according to: (1) Content format; (2) Buying stage; (3) Publication date; (4) _____

Intended persona

171

Where is there a template for a content audit / inventory?

In the Excel Campaign Tools document with the RPM Effective Lead Nurturing course.

172

Where can you find a visual look at content types aligned to the buyer's journey?

Eloqua's Content Grid v 2

173

In a channel audit, you determine _____.

how the content is delivered.

174

A __________ is used to determine how the content is delivered.

channel audit

175

In a channel audit, you consider: (1) ________; (2) are there other channels that might be a good investment? (3) how do the channels align to the buyer's journey?

what channels you currently use

176

In a channel audit, you consider: (1) what channels you currently use; (2) _________ (3) how do the channels align to the buyer's journey?

are there other channels that might be a good investment?

177

In a channel audit, you consider: (1) what channels you currently use; (2) are there other channels that might be a good investment? (3) _________

how do the channels align to the buyer's journey?

178

Search, Newsletter, Email, Telemarketing are all examples of....

Channels

179

Website, Blog, Tradeshows, Speaker Engagements are all examples of....

Channels

180

Advertising, Social are examples of....

Channels

181

_____ can be a particularly important channel in the top of the buyer's journey.

Search

182

At the ______ stage, the contact is not sure who you are and is not savvy about where to find information.

Search

183

You might say that Search and Justify go hand in hand because...

many people start searching for detailed comparisons and testimonials at the Justify page.

184

The key with Sales calls is...

to make sure they don't come too early in the journey.

185

You want the Sales call to be seen as ______ and not as something to avoid.

"just in time."

186

Email is a great channel at....

every phase of the buyer's journey.

187

For every stage of the buying cycle, a "big picture" content audit includes (1)_____; (2) content types; (3) experience channels.

questions

188

For every stage of the buying cycle, a "big picture" content audit includes (1) questions; (2) ______; (3) experience channels.

content types

189

For every stage of the buying cycle, a "big picture" content audit includes (1) questions; (2) content types; (3) ______

experience channels.

190

Use your _____ to help you define and document which of your current content speaks to your prospects, leads, and customers based on where they are in their journey.

Personas

191

If you know the _____, the _____ and the _______ ahead of time, mapping out campaigns that make sense and does not overlap becomes a much easier task.

the persona, the content and the channel

192

A ______ can be used to consistently welcome new people into your database.

Welcome Campaign

193

A Welcome Campaign is used to....

consistently welcome new people into your database.

194

A _______ can be used to improve new customer satisfaction

New Customer Onboarding campaign

195

A New Customer Onboarding campaign is used to....

improve new customer satisfiaction.

196

A Campaign Map is used to....

Plan nurture campaigns according to the phase of the buyer's journey.

197

A ________ is used to plan nurture campaigns according to the phase of the buyer's journey.

campaign map

198

The three rows on a Campaign Map are:

Stage, Campaign, Goal.

199

There will be individuals who skip over campaigns because _________ or because they are fast tracked to sales.

they are not relevant

200

There will be individuals who skip over campaigns because they are not relevant or because _________

they are fast tracked to sales.

201

To make the Campaign Map grid even more robust, add a fourth row to include bullet points for.....

Campaign messaging.

202

To create a campaign map, you: (1) ________; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

List current, active campaigns

203

To create a campaign map, you: (1) List current, active campaigns; (2) ________; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

Align to buyer’s journey

204

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) _________; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

Fill in touches, duration and capture goal for each campaign

205

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) ________; (5) Set a quarterly goal for new campaign activations; (6) Outline this quarter’s campaigns.

Locate the highest priority gap(s) in your campaign map

206

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) ________; (6) Outline this quarter’s campaigns.

Set a quarterly goal for new campaign activations

207

To create a campaign map, you: (1) List current, active campaigns; (2) Align to buyer’s journey; (3) Fill in touches, duration and capture goal for each campaign; (4) Locate the highest priority gap(s) in your campaign map; (5) Set a quarterly goal for new campaign activations; (6) ________.

Outline this quarter’s campaigns

208

Enterprise-size clients will end up having multiple campaign maps, usually by _____ or by ______.

by segment or by persona.

209

Is the buyer's journey one-way?

No. Leads are rejected, or opportunities stall or become lost and need to come back to marketing for nurturing.

210

What are the two ways of recycling leads?

Active Recycle and Passive Recycle

211

A lead is actively recycled when....

A sales person actively rejects a lead.

212

A lead is passively recycled when....

The lead becomes inactive.

213

Does a campaign map need to have paths for both active and passive recycles?

Yes.

214

In recycling leads, what is it important to make sure of?

That the leads are not being pushed back into campaigns they have already been through.

215

For active recycles it is a best practice to require Sales to give you....

a reason or reason code for why they are rejecting the lead.

216

To help a rejected lead become sales ready again, you need to address ______

the concerns or obstacles that are currently slowing the lead down.

217

The recycle process involves 4 steps: (1) communicate with Sales; (2) ______; (3) based on reason codes, draw the paths for active and passive recycles; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

establish a list of reason codes;

218

The recycle process involves 4 steps: (1) ______; (2) establish a list of reason codes; (3) based on reason codes, draw the paths for active and passive recycles; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

communicate with Sales

219

The recycle process involves 4 steps: (1) communicate with Sales; (2) establish a list of reason codes; (3) ______; (4) regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

based on reason codes, draw the paths for active and passive recycles

220

The recycle process involves 4 steps: (1) communicate with Sales; (2) establish a list of reason codes; (3) based on reason codes, draw the paths for active and passive recycles; (4) _______.

regularly check the recycle campaigns for engagement level and lead score of the recycled leads.

221

You should regularly check lead recycle campaigns for ______ and ______ of the recycled leads.

Engagement level and lead score.

222

Managing recycled leads is covered in the Eloqua University _____ class.

RPM: Lead Quality

223

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) _____; (2) See if you are passing too many leads; (3) See if the leads are not qualified; (4) Remove obstacles

Talk to Sales!

224

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) ______; (3) See if the leads are not qualified; (4) Remove obstacles

See if you are passing too many leads

225

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) See if you are passing too many leads; (3) ________; (4) Remove obstacles

See if the leads are not qualified

226

If the number of active lead recycles suddenly goes up, 4 things you can do are: (1) Talk to Sales!; (2) See if you are passing too many leads; (3) See if the leads are not qualified; (4) ________.

Remove obstacles

227

A consistent reason code used for active recycles may show you...

...An obstacle that needs to be addressed with an automated nurture program.

228

Two additions you can make to your Campaign Map based on Buying Cycle are: (1) ______; (2) Awareness Campaigns such as newsletters.

Campaigns and processes for recycled leads

229

Two additions you can make to your Campaign Map based on Buying Cycle are: (1) Campaigns and processes for recycled leads; (2) ________.

Awareness Campaigns such as newsletters.

230

When setting up campaigns and processes for recycled leads, it is important to remember that....

active and passive recycles are different and you will need different processes for each.

231

A monthly or quarterly newsletter may exist...

in parallel to your other nurture campaigns.

232

If there is any chance that your someone can be in both your nurture campaigns and a newsletter campaign....

then your newsletter campaign should have content that is different than your nurture campaigns.

233

The big picture campaign strategy includes (1) _____, (2) content audit, (3) channel audit, (4) campaign map.

persona journey

234

The big picture campaign strategy includes (1) persona journey, (2) _____, (3) channel audit, (4) campaign map.

content audit

235

The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) ____, (4) campaign map.

channel audit

236

The big picture campaign strategy includes (1) persona journey, (2) content audit, (3) channel audit, (4) ______.

campaign map

237

A campaign tactical plan includes: (1) ______; (2) Execution Checklist; (3) Map Campaign Flow; (4) Automation Opportunities.

Campaign Planning Guide

238

A campaign tactical plan includes: (1) Campaign Planning Guide; (2) ______; (3) Map Campaign Flow; (4) Automation Opportunities.

Execution Checklist

239

A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) _______; (4) Automation Opportunities.

Map Campaign Flow

240

A campaign tactical plan includes: (1) Campaign Planning Guide; (2) Execution Checklist; (3) Map Campaign Flow; (4) ______.

Automation Opportunities

241

The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) compelling offer; (5) _____.

integrated tactics.

242

The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) relevant message; (4) _______; (5) integrated tactics.

compelling offer

243

The five elements of a tactical campaign plan are: (1) campaign goal; (2) target audience; (3) ______; (4) compelling offer; (5) integrated tactics.

relevant message

244

The five elements of a tactical campaign plan are: (1) campaign goal; (2) ______; (3) relevant message; (4) compelling offer; (5) integrated tactics.

target audience

245

The five elements of a tactical campaign plan are: (1) _______; (2) target audience; (3) relevant message; (4) compelling offer; (5) integrated tactics.

campaign goal

246

Two questions to ask about integrated campaign tactics are: (1) ________?; (2) Have we matched the channel to the persona who aligns with your target audience?

What is the channel for our message and content?

247

Two questions to ask about integrated campaign tactics are: (1) What is the channel for our message and content? (2) ________?

Have we matched the channel to the persona who aligns with your target audience?

248

A Tactical Campaign Plan defines...

each integrated element of your campaign.

249

In creating a Tactical Campaign Plan, it's important to define the goals, budget, risks, and ___ as early as possible in the planning process.

assumptions

250

In creating a Tactical Campaign Plan, it's important to define the ___, budget, risks, and assumptions as early as possible in the planning process.

goals

251

In creating a Tactical Campaign Plan, it's important to define the goals, ___, risks, and assumptions as early as possible in the planning process.

budget

252

In creating a Tactical Campaign Plan, it's important to define the goals, budget, ___, and assumptions as early as possible in the planning process.

risks

253

In creating a Tactical Campaign Plan, when is it important to define the goals, budget, risks, and assumptions?

As early as possible in the planning process.

254

When does setting campaign goals happen?

When you are creating your campaign map.

255

What resource does Eloqua offer for tactical campaign planning?

A Campaign Planning Guide Template.

256

What are the 3 things in the first section of the Campaign Planning Guide Template?

The campaign description, campaign goals, and target tactical results.

257

What is a good goal for a welcome campaign?

Collect enough information so we can segment for future nurturing.

258

The communication effectiveness pyramid has four stages: (1) ______, (2) segment; (3) one to one; (4) right time right message.

batch and blast

259

The communication effectiveness pyramid has four stages: (1) batch and blast, (2)______; (3) one to one; (4) right time right message.

segment

260

The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) _______; (4) right time right message.

one to one

261

The communication effectiveness pyramid has four stages: (1) batch and blast, (2) segment; (3) one to one; (4) _______.

right time right message.

262

If you have built personas and are using segments, you fall into the ______ level of the communication effectiveness pyramid.

segment

263

Are there times when it is not appropriate to aim for right-time, right-message communication?

Yes. There are times when you need to broadcast out to a large group.

264

Is there a section for target audience in the Campaign Planning Guide?

Yes.

265

What is it a good idea to do in the Target Audience section of your Campaign Planning Guide?

Pre-fill with your most commonly used segments for ease of use.

266

What are three categories of segments?

Region, Industry, Persona

267

Three types of buyer persona are: ______, Influencer, Technical Buyer.

Executive Buyer

268

Three types of buyer persona are: Executive Buyer, _____, Technical Buyer.

Influencer

269

Three types of buyer persona are: Executive Buyer, Influencer, ______.

Technical Buyer

270

Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) ________

Phase in Buyer's Journey

271

Five ways a message can be relevant are: (1) _____; (2) Responsibilities; (3) Pain Points; (4) Vertical; (5) Phase in Buyer's Journey

Interest

272

Five ways a message can be relevant are: (1) Interest; (2) _____; (3) Pain Points; (4) Vertical; (5) Phase in Buyer's Journey

Responsibilities

273

Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) ______; (4) Vertical; (5) Phase in Buyer's Journey

Pain Points

274

Five ways a message can be relevant are: (1) Interest; (2) Responsibilities; (3) Pain Points; (4) _____; (5) Phase in Buyer's Journey

Vertical

275

Part of providing a relevant campaign message is spreading the message out over the _________ with the right _____

the right number of touches with the right timing between.

276

The Eloqua Benchmark study found that the most effective campaigns have an average of ....

4 touches.

277

Eloqua found that what percentage of companies checked for frequency before sending emails?

Fewer than 15%.

278

Eloqua found that fewer than 15 percent of companies checked for frequency before....

Sending emails.

279

The most effective B2B campaigns had ____ days between touches and averaged ___ days in length.

10 days between touches, averaging 40 days in length.

280

The most effective B2C campaigns had ____ days between touches, more frequent in _____ half of the campaign.

3-8 days between touches, more frequent in front half of the campaign.

281

Five offer goals are: (1) ______; (2) have a good perceived value; (3) be practical; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.

fulfill a perceived need

282

Five offer goals are: (1) fulfill a perceived need; (2) ______ (3) be practical; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.

have a good perceived value;

283

Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) _____; (4) be appropriately aligned to the customer; (5) have a clear connection to the brand.

be practical

284

Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) be practical; (4) ______; (5) have a clear connection to the brand.

be appropriately aligned to the customer

285

Five offer goals are: (1) fulfill a perceived need; (2) have a good perceived value; (3) be practical; (4) be appropriately aligned to the customer; (5) _____

have a clear connection to the brand.

286

In almost every campaign you want the lead to....

do something.

287

The subtext of a campaign action is: Give us ______ so we can sell more effectively!

more information about you

288

The subtext of a campaign action is: Give us more information about you so we can ______!

sell more effectively

289

The Content Assets section of your campaign plan focuses on the ____ and ___.

message and content.

290

At the Tactical Campaign Plan stage, if you are not sure what content to use, look back to your ______

Content Audit.

291

The four columns under Content Assets in your Tactical Campaign Plan are _____, Asset Type, New or Existing, and Location.

Asset Name

292

The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, _____, New or Existing, and Location.

Asset Type

293

The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, _____, and Location.

New or Existing

294

The four columns under Content Assets in your Tactical Campaign Plan are Asset Name, Asset Type, New or Existing, and ____.

Location.

295

Another way to describe integrated tactics is....

Channel variety.

296

You can increase the effectiveness of your campaign by using channels that are appropriate for the _____ AND for the message AND for the target audience.

stage in the buyer’s journey

297

You can increase the effectiveness of your campaign by using channels that are appropriate for the stage in the buyer’s journey AND for the ____ AND for the target audience.

message

298

You can increase the effectiveness of your campaign by using channels that are appropriate for the stage in the buyer’s journey AND for the message AND for the _____.

target audience.

299

If I am at the tradeshow and trying to find the session I signed up for, a _____ is helpful.

text with the room and floor

300

Adding voicemail and email from a teleprospecting rep did what to response rates to marketing emails?

Improved them by 17%.

301

Do teleprospecting reps make cold calls or follow up scored leads?

Follow up on scored leads.

302

Define outbound communications.

Marketing reaching out to communicate with a contact.

303

Define inbound communication.

Potential buyers finding you on their own.

304

What was one of the most effective channels to communicate with executives about upcoming trade shows?

Direct mail.

305

Many companies are taking a wait-and-see attitude about which new social player?

Pinterest.

306

______ are what rule Pinterest.

Visuals.

307

For B2B brands, _____ represent the kind of high-profile visual content that rules on Pinterest.

Infographics.

308

Do infographics on Pinterest have to be your own?

No.

309

____ are a highly effective way of communicating data in a clear and concise manner.

Charts.

310

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) ______; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Identify Outbound campaign channels

311

Six steps in identifying your campaign tactics in the campaign planning guide: (1) _____; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Identify Inbound campaign channels

312

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) ______; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Determine the right mix

313

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) ______; (5) Measure effectiveness of each channel; (6) Optimize based on metrics

Determine the message for each channel

314

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) ; (6) Optimize based on metrics

Measure effectiveness of each channel

315

Six steps in identifying your campaign tactics in the campaign planning guide: (1) Identify Inbound campaign channels; (2) Identify Outbound campaign channels; (3) Determine the right mix; (4) Determine the message for each channel; (5) Measure effectiveness of each channel; (6) _____.

Optimize based on metrics.

316

Three goals of using a variety of channels in your campaign are: (1) matching channel to buyer's journey (2) matching content to _____ (3) matching channel to target audience

appropriate channel

317

Three goals of using a variety of channels in your campaign are: (1) matching channel to _____ (2) matching content to appropriate channel (3) matching channel to target audience

buyer's journey

318

Three goals of using a variety of channels in your campaign are: (1) matching channel to buyer's journey (2) matching content to appropriate channel (3) matching channel to ______.

target audience.

319

Four steps to assess one of your existing campaigns are: (1) ______ (2) rate each of the five areas; (3) choose one area for improvement; (4) benchmark before and after.

choose a campaign to assess;

320

Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) _______ (3) choose one area for improvement; (4) benchmark before and after.

rate each of the five areas;

321

Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) rate each of the five areas; (3) _____; (4) benchmark before and after.

choose one area for improvement

322

Four steps to assess one of your existing campaigns are: (1) choose a campaign to assess; (2) rate each of the five areas; (3) choose one area for improvement; (4) ____

benchmark before and after.

323

The five areas of a successful campaign are:

Goal, Audience, Message, Offer, Tactics.

324

The resources to assess in your reality check are: (1) ____, (2) process, (3) technology, (4) content, (5) offers, (6) communication channels.

people

325

The resources to assess in your reality check are: (1) people, (2) ____, (3) technology, (4) content, (5) offers, (6) communication channels.

process

326

The resources to assess in your reality check are: (1) people, (2) process, (3) _____, (4) content, (5) offers, (6) communication channels.

technology

327

The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) ____, (5) offers, (6) communication channels.

content

328

The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) ____, (6) communication channels.

offers

329

The resources to assess in your reality check are: (1) people, (2) process, (3) technology, (4) content, (5) offers, (6) ______.

communication channels

330

The first step in successful campaign execution is governance and internal standards, such as getting _____ and _____ for campaigns.

Approval and signoff for campaigns.

331

The second step in successful campaign execution is to identify _____ involved.

Stakeholders and key people, including partners.

332

The third step in campaign execution is to gain ______

approvals.

333

How do you request approval or submit feedback if a campaign is not working?

Through a communication plan.

334

A training plan can cover things like....

How you use the naming convention and how you use the naming generator.

335

Nine steps for successful campaign execution are: (1) ____; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

governance

336

Nine steps for successful campaign execution are: (1) governance; (2)____; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

stakeholders

337

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) ____; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

approvals

338

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) _____; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) launch

communication plan

339

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) ____; (6) checklists; (7) process to execute; (8) testing; (9) launch

training plan

340

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) _____; (7) process to execute; (8) testing; (9) launch

checklists

341

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) _____; (8) testing; (9) launch

process to execute

342

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) ____; (9) launch

testing

343

Nine steps for successful campaign execution are: (1) governance; (2) stakeholders; (3) approvals; (4) communication plan; (5) training plan; (6) checklists; (7) process to execute; (8) testing; (9) ____

launch

344

To ensure your campaign is executed flawlessly every time, use a _____

checklist.

345

A checklist documents critical items that must be...

checked EVERY TIME prior to a campaign launch.

346

If you work for a large enterprise organization you might need to have ____ and ____ sign off before you launch a campaign.

branding and legal

347

A campaign checklist is VERY _____

tactical.

348

As you brainstorm for your checklist, think about: (1) _____; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test

match content and strategy to audience

349

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) _____; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test

check for relevance

350

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) _____; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) test

confirm timing

351

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) ______; (5) align with internal standards; (6) gain necessary approvals; (7) test

comply with governance

352

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) _____; (6) gain necessary approvals; (7) test

align with internal standards

353

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) ____; (7) test

gain necessary approvals

354

As you brainstorm for your checklist, think about: (1) match content and strategy to audience; (2) check for relevance; (3) confirm timing; (4) comply with governance; (5) align with internal standards; (6) gain necessary approvals; (7) ____

test.

355

5 welcome campaign tips: (1) _____; (2) restate value proposition; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) automate

send within 24 hours of introduction;

356

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) _____; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) automate

restate value proposition

357

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) ______; (4) include calls to action / special offers; (5) automate

set yourself up for future communication

358

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) set yourself up for future communication; (4) ______; (5) automate

include calls to action / special offers

359

5 welcome campaign tips: (1) send within 24 hours of introduction; (2) restate value proposition; (3) set yourself up for future communication; (4) include calls to action / special offers; (5) ____

automate

360

When should a welcome campaign begin?

Within 24 hours of introduction.

361

To build a best in class Welcome Campaign, take the E10 class called....

Targeted Email Communications.

362

One of the best places to start your nurturing efforts is a ....

Welcome campaign.

363

Steps in automating: (1) _____; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) benchmark before and after

locate tasks that are currently manual

364

Steps in automating: (1) locate tasks that are currently manual; (2) _____; (3) prioritize; (4) automate; (5) benchmark before and after

determine if automation will improve efficiency and efficacy

365

Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) ____; (4) automate; (5) benchmark before and after

prioritize

366

Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) ____; (5) benchmark before and after

automate

367

Steps in automating: (1) locate tasks that are currently manual; (2) determine if automation will improve; (3) prioritize; (4) automate; (5) ____

benchmark before and after

368

Does every manual task need to be automated?

No.

369

4 reasons to automate nurture campaigns: (1) _____; (2) efficiency; (3) behavior-based nurturing; (4) increase effectiveness

Consistent timing

370

4 reasons to automate nurture campaigns: (1) Consistent timing; (2) _____; (3) behavior-based nurturing; (4) increase effectiveness

efficiency

371

4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) ______; (4) increase effectiveness

behavior-based nurturing;

372

4 reasons to automate nurture campaigns: (1) Consistent timing; (2) efficiency; (3) behavior-based nurturing; (4) _____

increase effectiveness

373

If your goal is to communicate within 24 hours of a person being added to the database, then ....

you can never go on vacation unless you use automation

374

In an Allstate case study, open rate for triggered emails was ____ than batch and blast emails.

84% greater.

375

In an Allstate case study, click-through rate for triggered emails.....

outperformed batch email by 32%

376

Some possible triggers for nurturing: (1) _____; (2) visit to website; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) event attendance

purchase

377

Some possible triggers for nurturing: (1) purchase; (2) ______; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) event attendance

visit to website

378

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) _______; (4) product trial download; (5) abandoned shopping cart; (6) event attendance

white paper download

379

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) ______; (5) abandoned shopping cart; (6) event attendance

product trial download;

380

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) _______; (6) event attendance

abandoned shopping cart

381

Some possible triggers for nurturing: (1) purchase; (2) visit to website; (3) white paper download; (4) product trial download; (5) abandoned shopping cart; (6) _______

event attendance

382

What will help you decide where to route individuals so that they have a coherent, relevant experience?

Automation.

383

If someone at the Prospect stage raises their hand and is interested, we need to determine if....

....they are qualified or not.

384

In nurturing to determine SAL vs. SQO, if prospect did not convert in anticipated timeframe you would want to....

Trigger a "Why Now" nurture campaign.

385

Automatic feeds for a campaign can come from 2 sources....

filters for activity or automatic feeds from a different campaign

386

When you are looking at automating campaign flow, make sure that there are not any leads left behind AND ....

that there are not any leads who are being bombarded by way too many communication

387

In a Metagenics case, how did they solve the hold-up of people not submitting forms with eSignatures?

Sent reminders to those who had not completed the form.

388

With the use of automation, triggers, and reminders, what did Metagenics see happen to their eSignature form completion rate?

Rose from 24% to 59%.

389

What did Metagenics do well? ____, made revisions in phases, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.

Documented baseline

390

What did Metagenics do well? Documented baseline, _____, analyzed results at each stage of revisions, set up crossroads to react to trigger actions.

made revisions in phases

391

What did Metagenics do well? Documented baseline, made revisions in phases, _____, set up crossroads to react to trigger actions.

analyzed results at each stage of revisions

392

What did Metagenics do well? Documented baseline, made revisions in phases, analyzed results at each stage of revisions, _____.

set up crossroads to react to trigger actions

393

When should you analyze your automation efforts?

After each revision.

394

What does RPI stand for?

Revenue Performance Indicator

395

The RPI that shows the percentage of leads who will eventually purchase is....

Conversion

396

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) Type of Offer

Lead stage

397

Conversion can be broken down by (1) Lead Stage, (2) _____; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) Type of Offer

Segment and/or Audience

398

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) _____; (5) Content and Messaging; (6) Type of Offer

Channel

399

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) ______; (6) Type of Offer

Content and Messaging

400

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) Referral Source; (4) Channel; (5) Content and Messaging; (6) ______

Type of Offer

401

Conversion can be broken down by (1) Lead Stage, (2) Segment and/or Audience; (3) _____; (4) Channel; (5) Content and Messaging; (6) Type of offer

Referral Source

402

Conversion by _____ is important for determining where to invest and focus your spend and your energy

Referral Source

403

Conversion by _____ shows you if you have the tone, content and wording that is most effective or if there is room for improvement.

content and messaging

404

Conversion by _____ is critical for deciding which types of events/assets are the most productive for your team.

type of offer

405

The RPI that measures the length of time it will take to realize revenue from a prospect is....

Velocity

406

To optimize lead flow through your funnel, start with measuring conversion and then move to _____

velocity.

407

It is impossible to determine Return on a campaign unless every campaign has what attributed to it?

Investment (and revenue)

408

No return can be calculated without a consistent way for ___ to be associated with every single campaign

cost

409

______ gives you visibility into what revenue is attributed back to your campaigns

Closed-Loop Reporting

410

What are two types of ROI that businesses measure?

Sourced ROI and Influenced ROI.

411

Sourced ROI measures which campaigns....

"caused" revenue generation.

412

Influenced ROI is ___-term ROI

long-term ROI

413

Influenced ROI or long-term ROI is often criticized as a....

silo-in-the-making

414

Closed-Loop Reporting Metrics include: (1) _____; (2) revenue attributed; (3) revenue influenced

# opportunities attributed

415

Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) ______; (3) revenue influenced

revenue attributed

416

Closed-Loop Reporting Metrics include: (1) # opportunities attributed; (2) revenue attributed; (3) ________

revenue influenced

417

Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) win; (5) ____

closed $

418

Cost metrics measure cost per: (1) ____; (2) qualified lead; (3) opportunity; (4) win; (5) closed $

name

419

Cost metrics measure cost per: (1) name; (2) _____; (3) opportunity; (4) win; (5) closed $

qualified lead

420

Cost metrics measure cost per: (1) name; (2) qualified lead; (3) _____; (4) win; (5) closed $

opportunity

421

Cost metrics measure cost per: (1) name; (2) qualified lead; (3) opportunity; (4) ___; (5) closed $

win

422

You can get to traditional ROI/cost metrics only after you...

...determine your revenue attribution.

423

If an Opportunity is created at the Account level....

...it cannot be attributed back to the individual marketing efforts.

424

To force Sales users to create Opportunities at the Contact level, some companies...

...choose to hide the Account tab.

425

The Return RPI = the total revenue attributed, divided by....

...the total campaign cost.

426

The Return RPI can be calculated both for...

all Campaigns and each Campaign.

427

The Return RPI shows the cost to bring in the next...

dollar of revenue.

428

Engagement metrics measure how ____ your marketing efforts are.

Sticky

429

As you benchmark and look for trends, it can be helpful to compare ____ or _____.

segments or regions.

430

To break down Metrics, (1) _______; (2) identify relevant metrics to help complete the story; (3) propose a possible explanation; (4) document how to prove or disprove.

phrase the problem in the form of a question

431

To break down Metrics, (1) phrase the problem in the form of a question; (2) _______; (3) propose a possible explanation; (4) document how to prove or disprove.

identify relevant metrics to help complete the story

432

To break down Metrics, (1) phrase the problem in the form of a question; (2) identify relevant metrics to help complete the story; (3) _______; (4) document how to prove or disprove.

propose a possible explanation

433

To break down Metrics, (1) phrase the problem in the form of a question; (2) identify relevant metrics to help complete the story; (3) propose a possible explanation; (4) ______.

document how to prove or disprove.

434

In the Acme Marketing case, the solution was proposed to cut all Events because Events as a category had a high cost per win. What happened?

The marketing manager looked into the metrics for individual Events and only cut the ones that were not performing well.

435

Some possible explanations for a high bounceback rate in a certain segment could be ____, low data quality procedures, form or tradeshow data with bad email addresses.

purchased lists

436

Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, ________, form or tradeshow data with bad email addresses.

low data quality procedures

437

Some possible explanations for a high bounceback rate in a certain segment could be purchased lists, low data quality procedures, _______

form or tradeshow data with bad email addresses.

438

If your cost per opportunity for a campaign was running higher than your average, what would be the best next step?

Develop a hypothesis, test, and optimize.

439

The concept of Targeting and Segmentation falls in the ______ phase of the RPM journey.

Demand Generation.

440

What is a simple definition of Targeting?

Finding your key audience.

441

In Targeting and Segmentation, you should benchmark the following things now: ________, Campaign Engagement, and Deliverability Rates.

Contact Field Completeness

442

In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, ________, and Deliverability Rates.

Campaign Engagement

443

In Targeting and Segmentation, you should benchmark the following things now: Contact Field Completeness, Campaign Engagement, and ________.

Deliverability Rates.

444

How often should you check benchmarked data for RPM Targeting and Segmentation?

Monthly at first, and then reduce the frequency to quarterly.

445

To benchmark Contact Field Completeness, select...

the 5 to 10 fields that are most important to your business and your ability to target.

446

Campaign Engagement metrics include ________, Click-to-Open rates, and Click Through rates.

form submits

447

Campaign Engagement metrics include form submits, ________, and Click Through rates.

Click-to-Open rates

448

Campaign Engagement metrics include form submits, Click-to-Open rates, and ________.

Click Through rates.

449

As data quality improves, _______ rates increase.

Deliverability

450

High bounceback rates cause Internet providers to decrease your ________.

sender score.

451

In Eloqua's Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% open rate, while a campaign sent to less than 100 individuals saw a ___% open rate.

The larger campaign saw a 3% open rate, and the smaller one saw a 19% open rate.

452

In Eloqua's Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% click-to-open rate, while a campaign sent to less than 100 individuals saw a ___% click-to-open rate.

The larger campaign saw a 16% click-to-open rate, and the smaller one saw a 17% click-to-open rate.

453

In Eloqua's Spring 2011 Benchmarking report, a campaign sent to 1 million people saw a ___% click-through rate, while a campaign sent to less than 100 individuals saw a ___% click-through rate.

The larger campaign saw a 3.5% click through rate, and the smaller one saw a 3.5% click through rate.

454

Higher campaign effectiveness is achieved when you deliver content to...

a relevant segment.

455

According to the Data Warehousing Institute, how much does poor data quality cost U.S. businesses?

More than $600 billion annually.

456

Poor data quality leads to: (1) __________, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.

lost productivity

457

Poor data quality leads to: (1) lost productivity, (2) _________, (3) lack of customer analysis, (4) lost trust, (5) bad reporting.

lack of marketing and sales alignment

458

Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) _______, (4) lost trust, (5) bad reporting.

lack of customer analysis

459

Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) _____, (5) bad reporting.

lost trust

460

Poor data quality leads to: (1) lost productivity, (2) lack of marketing and sales alignment, (3) lack of customer analysis, (4) lost trust, (5) _____.

bad reporting.

461

The five steps to data quality management are: (1) _______; (2) analyze existing data; (3) validate, standardize, and enrich; (4) automate; (5) optmize.

commit to data quality

462

The five steps to data quality management are: (1) commit to data quality; (2) ________; (3) validate, standardize, and enrich; (4) automate; (5) optmize.

analyze existing data

463

The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) ____, ____ and ____; (4) automate; (5) optmize.

validate, standardize, and enrich

464

The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) validate, standardize, and enrich; (4) ______; (5) optmize.

automate

465

The five steps to data quality management are: (1) commit to data quality; (2) analyze existing data; (3) validate, standardize, and enrich; (4) automate; (5) ____.

optimize

466

According to Sirius Decisions, an organization with a strong commitment to data quality can produce ________ than a company with only average data quality procedures can.

70% more revenue

467

To commit to data quality, (1) ___________; (2) define and prioritize your goals; (3) define metrics of success and benchmark current data health; (4) create a plan.

identify key stakeholders

468

To commit to data quality, (1) identify key stakeholders; (2) _________; (3) define metrics of success and benchmark current data health; (4) create a plan.

define and prioritize your goals

469

To commit to data quality, (1) identify key stakeholders; (2) define and prioritize your goals; (3) _________; (4) create a plan.

define metrics of success and benchmark current data health

470

To commit to data quality, (1) identify key stakeholders; (2) define and prioritize your goals; (3) define metrics of success and benchmark current data health; (4) _______

create a plan.

471

Data cleansing is not a solo task, particular if you have...

... integrated systems such as Eloqua and CRM.

472

In one case study, a company created a cross-functional team focused on improving Data Quality, called a....

Data Quality Council.

473

In the data quality improvement drive, the company drove 8-week _____ to improve data.

sprint projects

474

An agenda for a data quality stakeholder meeting includes: (1) ________; (2) define reports to measure success; (3) select tools and tactics; (4) create communication plan; (5) provide rewards and disincentives.

identify & prioritize goals;

475

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) _______; (3) select tools and tactics; (4) create communication plan; (5) provide rewards and disincentives.

define reports to measure success

476

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) _______; (4) create communication plan; (5) provide rewards and disincentives.

select tools and tactics

477

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) select tools and tactics; (4) _______; (5) provide rewards and disincentives.

create communication plan

478

An agenda for a data quality stakeholder meeting includes: (1) identify & prioritize goals; (2) define reports to measure success; (3) select tools and tactics; (4) create communication plan; (5) ________.

provide rewards and disincentives

479

Analyzing existing data involves analyzing: (1) _____; (2) data weaknesses; (3) data usage.

data sources

480

Analyzing existing data involves analyzing: (1) data sources; (2) _______; (3) data usage.

data weaknesses

481

Analyzing existing data involves analyzing: (1) data sources; (2) data weaknesses; (3) _______.

data usage.

482

According to Sirius Decisions, a data strategy that solves conflicts _______ can lead to a 25% increase in converting inquiries to marketing-qualified leads.

at the source

483

According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a ___% _____ in converting inquires to marketing-qualified leads.

25% increase

484

According to Sirius Decisions, a data strategy that solves conflicts at the source can lead to a 25% increase in converting inquires to _______.

marketing-qualified leads.

485

6 data sources include: (1) ____, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system

events

486

6 data sources include: (1) events, (2) ______, (3) CRM, (4) form data, (5) sales reps, (6) purchasing system

client support

487

6 data sources include: (1) events, (2) client support, (3) ___, (4) form data, (5) sales reps, (6) purchasing system

CRM

488

6 data sources include: (1) events, (2) client support, (3) CRM, (4) ______, (5) sales reps, (6) purchasing system

form data

489

6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) ________, (6) purchasing system

sales reps

490

6 data sources include: (1) events, (2) client support, (3) CRM, (4) form data, (5) sales reps, (6) ______

purchasing system

491

Three types of data sources are: (1) _____, (2) other systems, (3) non-controlled sources

continual sources

492

Three types of data sources are: (1) continual sources, (2) ______, (3) non-controlled sources

other systems

493

Three types of data sources are: (1) continual sources, (2) other systems, (3) ______

non-controlled sources

494

Give 3 examples of a continual source of data for Eloqua.

Web forms, trial downloaders, and webinar registrants.

495

Give one example of another system connected to Eloqua that acts as a data source.

CRM

496

Give three examples of a non-controlled data source for Eloqua

Business cards, trade show lists, third party systems like Ticketmaster.

497

Rate your data source quality for (1) _______, (2) accuracy, (3) validity, (4) degree of consistency, (5) duplication, (6) age

completeness

498

Rate your data source quality for (1) completeness, (2) ______, (3) validity, (4) degree of consistency, (5) duplication, (6) age

accuracy

499

Rate your data source quality for (1) completeness, (2) accuracy, (3) ______, (4) degree of consistency, (5) duplication, (6) age

validity

500

Rate your data source quality for (1) completeness, (2) accuracy, (3) validity, (4) _______, (5) duplication, (6) age

degree of consistency