Deck 10: Lead Generation and Conversion in B2B Markets

Question 1

Inbound marketing includes:

A)content marketing.
B)television advertising.
C)direct mail promotions.

Answer 1

A

Question 2

Sources of inbound marketing sales leads include:

A)sales leads purchased from marketing agencies.
B)cold calling by the field sales force.
C)neither of the above.

Answer 2

C

Question 3

Communication channels for generating sales leads include:

A)trade shows in the real world.
B)online advertising.
C)both of the above.

Answer 3

C

Question 4

Which is a true statement about the B2B buy cycle?

A)Most companies determine the type of buying cycle they use.
B)The B2B buy cycle implies a process with multiple participants that occurs over time.
C)The B2B buy cycle applies only to large manufacturing corporations.

Question 5

Testing landing pages:

A)rarely results in improvements in the lead generation and conversion process.
B)takes extensive time and cost that is beyond the resources of most corporations.
C)can produce measurable improvements in the lead generation and management process.

Question 6

The EDGAROnline case history showed that:

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.

Question 7

Which do managers see as most important?

A)Generating high quality leads
B)Generating a large quantity of leads
C)Creating a relationship with people who might become leads at a later date

Question 8

Essential steps in the lead generation and management process include:

A)follow up to convert leads to sales.
B)personal interviews with prospective customers.
C)identifying some leads as not useful.

Question 9

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

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

Question 10

What is a true statement about the definition of conversion?

A)Conversion simply means the sales lead making a purchase.
B)The definition of conversion is likely to change for different teams involved in the process.
C)It is not possible to define conversion.

Question 11

Customer personas:

A)are used to breathe life into the data of customer profiles.
B)are only used in B2B marketing.
C)can only be used by the marketing department.

Question 12

________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development.

A)Demand generation
B)Content marketing
C)Lead generation

Question 13

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

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.

Question 14

Which is part of a lead distribution process?

A)Passing on sales-ready leads to the sales force
B)Discarding leads that are not sales ready
C)Continuing to contact leads that do not meet qualifying criteria

Question 15

Which of the following is a true statement about the cost of lead generation programs?

A)It costs about the same to generate a B2C lead as it does to generate a B2B lead.
B)Leads generated by inbound marketing are generally less expensive.
C)Most B2B companies can generate leads at about the same cost.

Question 16

Reasons the lead generation and management process is important include:

A)regulating the number of sales that are made.
B)reducing the cost of sales.
C)proving to management that marketing is showing results.

Question 17

Qualifying sales leads means:

A)determining which communications channel produced the lead.
B)asking a standard set of questions to determine needs and budget.
C)having a sales rep call on the prospect.

Question 18

The basic marketing strategies include:

A)customer value growth.
B)customer conversion.
C)both of the above.

Question 19

________ 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.

A)Inbound marketing
B)Buying cycle
C)Content marketing

Question 20

Purchasing scenarios:

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.

Question 21

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

Question 22

Conversion means the same thing to all companies and to all departments within the company.

Question 23

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

Question 24

Conversion of leads into sales is one of the basic marketing objectives.

Question 25

Customer personas are the same as customer profiles.

Question 26

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

Question 27

Conversion paths:

A)only apply to very large websites.
B)show how people move through a website.
C)are the same for all market segments.

Question 28

All marketers can find a single communications channels that fulfills their lead generation needs.

Question 29

A conversion path describes the movement of a particular customer or groups of customers through the website.

Question 30

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

Question 31

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

Question 32

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

Question 33

Quantity of sales leads matters more than quality.

Question 34

B2C marketers never use the sales lead and management process.

Question 35

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

Question 36

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

Question 37

Landing pages are optional in the sales lead generation process.