HubSpot Inbound Marketing Certification Exam Answers

HubSpot Inbound Marketing Certification Exam Answers

The set of lessons in this certification course will take you on a tour of inbound marketing, so you can begin building your inbound marketing strategy. You’ll learn different inbound marketing techniques that range from creating content, using social promotion, converting and nurturing leads, and all the way to marketing to your customers.

The Inbound Certification is a comprehensive marketing course that covers the core elements of the Inbound Methodology. The self-paced curriculum introduces the fundamentals of how to attract visitors, convert leads, close customers and delight customers into promoters.

The Inbound Certification course is a free marketing training course that covers the fundamentals of the inbound methodology.

You’ll learn how SEO, blogging, landing pages, lead nurturing, conversion analysis and reporting come together to form a modern inbound marketing strategy.

Inbound Marketing Fundamentals

Why inbound marketing?
What are the fundamentals of inbound marketing?
What does inbound marketing look like?

Planning a Long-Term Content Strategy

What is content marketing?
Why is long-term content planning important?
How do you build a long-term content plan?
What should a long-term content plan look like?

Creating a Blog Post

Why does blogging help grow your business?
How do you create a successful blog post?

Creating Topic Clusters and Pillar Pages

Why are topic clusters important?
How do you create an effective topic cluster and pillar page?
What’s an example of a successful pillar page?

Understanding Social Media Promotion

Why you need a social media strategy
The social media channels explained
The power of social listening
Social media content: The basics
The social media audit: How to understand your success with social media
Taking your inbound strategy to the next level with digital marketing

Developing a Conversational Growth Strategy

Why is conversational growth important to inbound marketing?
What are the elements of a strong conversational growth strategy?
What are the steps to implementing a conversational growth strategy?
What to consider when comparing messaging channels
Why is it important to select the right conversational marketing channel?

Understanding Conversions

Defining a conversion
Why are conversions important to inbound marketing?
How to build an effective conversion path
How to calculate your conversion rate

Creating a Conversion Optimization Strategy

Why is conversion optimization important to your inbound strategy?
How to implement conversion optimization
What roles do reporting and analytics play in conversion optimization?

Understanding Lead Nurturing

Why is lead nurturing important?
What are the fundamentals of a lead nurturing strategy?
What does an effective lead nurturing campaign look like?

Aligning Your Marketing With Sales

What is sales enablement?
How marketing can align with sales

Applying a Customer Marketing Approach

Why is customer marketing important?
How do you create lasting relationships with your customers?
How to solve for customer success

Who should get certified?

Marketers looking to learn digital marketing through a cohesive framework and proven methodology.
Entrepreneurs growing inbound businesses from the ground up with customer retention in mind.
Job seekers who would like to add a globally recognized certification to their resume.
Anyone looking to get found online.

Classes include:
1. Inbound Fundamentals (26:44)
2. Optimizing Your Website for Search Engines (27:55)
3. Creating Content with a Purpose (29:56)
4. The Fundamentals of Blogging (25:50)
5. Amplifying Your Content with Social Media (24:42)
6. Enticing Clicks with Calls-to-Action (12:00)
7. Anatomy of a Landing Page (10:20)
8. Guiding the Next Step with Thank You Pages (8:54)
9. Sending the Right Email to the Right Person (28:31)
10. The Power of Smarketing (25:34)
11. Taking Your Sales Process Inbound (22:16)
12. The Pillars of Delight (30:16)

HubSpot Inbound Marketing Certification Exam

60 questions
120 minutes
Answer 45 questions correctly to pass
Validity period of 13 months

Disclaimer: HubSpot trademarks are the property of HubSpot, Inc. This website is not officially affiliated or endorsed by HubSpot in any way.

299.) All of the following are examples of a SMART goal EXCEPT:

Increase year over year traffic by 30%.
Significantly reduce the amount of time the team spends on creating content.
Add five new content formats to the website by end of year.
All of the above are SMART goals.

298.) Which of the following is NOT a category you should organize your content audit by?
Content title

Buyer’s journey stage
Content length
Marketing funnel stage

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

True
False

296.) Fill in the Blank: __________ allows you to understand what users want, care about, and interact with on your site by visually representing their clicks, taps, and scrolling behavior.

Hotjar
Google analytics
Quora
Buzzsumo

295.) True or false? Sprinkling in relevant content offers on your 10x content pillar page can help your buyer personas continue educating themselves through the buyer’s journey.

True
False

294.) All of the following are helpful ways to promote your pillar pages on your website EXCEPT:

Top navigation
A dedicated section with a CTA near the top of the homepage
A link on every website page even if the content isn’t relevant
All are true

293.) Fill in the blank: _________ is Google’s machine-learning artificial intelligence system that interprets people’s searches to find pages that might not have the exact words they searched for.

Panda
Hummingbird
RankBrain
Penguin

292.) True or false? It’s recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource.

True
False

291.) True or false? A resource pillar page should only be made up of internal website links.

True
False

290.) True or false? Social media is a key driver for word-of-mouth marketing.

True
False

289.) There are many benefits to having a social media strategy. Which answer is NOT one of them?

Social media helps you expand your other marketing efforts.
Social media helps you attract buyers.
Social media helps you send better emails.
Social media is a key driver for word-of-mouth marketing.

288.) True or false? A buyer persona is as important as business objectives when developing a social media strategy.

True
False

287.) True or false? One of the best uses of Twitter is networking in private groups.

True
False

286.) Which network has the longest life for a piece of content?

Facebook
Linkedin
Snapchat
Pinterest

285.) On which social network should you share content most frequently?

Facebook
Linkedin
Twitter
Pinterest

284.) What is Snapchat’s largest demographic?

12-24
18-30
22-35
30-50

283.) What is social listening?

The step you take to have conversations with individuals talking about your industry, brand, products, and services.
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
How you track, analyze, and respond to conversations across the internet.
A method of changing art, music, governments, and businesses.

282.) What is social monitoring?

The step you take to have conversations with individuals talking about your industry, brand, products, and services.
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
How you track, analyze, and respond to conversations across the internet.
A method of changing art, music, governments, and businesses.

281.) What is social engagement?

The step you take to have conversations with individuals talking about your industry, brand, products, and services.
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
How you track, analyze, and respond to conversations across the internet.
A method of changing art, music, governments, and businesses.

280.) True or false? Social listening can help you find leads.

True
False

279.) True or false? Content is only used during the attract and delight stages of the inbound methodology.

True
False

278.) If you plan to do real-time marketing, you’ll need to use what?

An influencer marketing agency
Paid advertising
Social listening
Animated .gifs

277.) Fill in the blank: Instagram stories are a great way to _____________.

demonstrate complex concepts quickly and easily
directly message a customer to answer a question
deliver video podcasts
drive traffic and engagement

276.) True or false? It’s necessary to conduct a social media audit every 2-3 years.

True
False

275.) All of the following are metrics you need to track in your social media audit EXCEPT:

The posts with the most engagement (things like comments and likes)
The bounce rate
The types of content that have the best and worst performance
The publish time of posts that have the best engagement

274.) What is a social media audit?

A hard look at the data from all your social accounts and the social conversations about your brand and your competitors.
A method to direct your audience in all channels to the best way they can have a conversation with you.
A way to reach your customers and prospects in unprecedented ways, with greater reach and more specific targeting than ever before.
A tool to look for unhappy customers of a competitor and reach out with an offer to help, thus generating leads.

273.) True or false? Prospects who follow a company’s social channels are more likely to convert into customers.

True
False

272.) What is the definition of lead nurturing?

A process of building relationships with prospects with the goal of earning their business when they’re ready.
A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action.
A marketing effort focused on engaging with your leads AND customers in a way that encourages them to progress toward multiple actions at the same time.
A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase.

271.) By using lead nurturing, you can deliver helpful content with the right context. What is the three-pronged approach to help you do this?

Timely, efficient, and targeted approach
Timely, contextual, and process-based approach
Effective, efficient, and targeted approach
Targeted, persona-driven, and contextual approach

270.) Lead nurturing is focused on providing value to your leads by offering the information they need at the right time. Which stage of the inbound methodology does lead nurturing primarily occur?

Close
Delight
Attract
Convert

269.) If a contact downloads a piece of your content, such as a newsletter titled, “The Best Ways to Create Subject Lines for Email,” what would be the best reaction you could take to continue the conversation with this contact?

Send an email to schedule a demo call with your sales rep.
Send a follow-up piece of content that builds off that subject.
Send 2-3 pieces of content that encompass how to build a complete email strategy.
Don’t send anything yet, wait for them to reach back out.

268.) When creating a lead nurturing strategy for your business, you need a goal to create the big picture strategy for your lead nurturing campaigns. What are three key elements that any strategy will need?

Contact management, segmentation, and the buyer’s journey
Buyer personas, the buyer’s journey, and lead nurturing software
Lead nurturing software, contact management, and segmentation
Segmentation, buyer personas, and the buyer’s journey

267.) Contact management is an important piece of lead nurturing because it helps you understand the contacts you’re reaching out to. What is the definition of contact management?

Contact management is a strategy that focuses on using a software program to easily store and source a contact’s information.
Contact management is tool that helps you manage your contacts.
Contact management is a strategy that focuses on tool-agnostic strategy to manage your contacts.
Contact management is how you track the email deliverability rate of your contacts.

266.) When creating a lead nurturing campaign, there are five steps to providing value to your prospects. The first two steps are setting goals and selecting personas. What are the last three steps for creating an effective lead nurturing campaign?

Creating content, identifying the timeline, and measuring and improving
Identifying the timeline, measuring your content, and segmenting your contacts
Testing your content, identifying the timeline, and creating additional content
Organizing your contacts, creating content, and identifying the timeline

265.) True or false? You can nurture both your leads and your customers.

True
False

264.) You set out to have 15 of your unengaged leads click a link to a resource article by the end of your month-long workflow. What is this an example of?

SMART goal
Conversion path
Lead nurturing campaign
Content strategy

263.) What is a conversation?

A conversation is an interactive communication between two or more parties.
A conversation is an interactive communication that can only occur in person or over the phone.
A conversation is an interactive communication between robots.
A conversation is the passive communication that occurs through likes and shares on social media channels.

262.) Where do conversations fit into your inbound marketing strategy?

Conversations fit into your inbound marketing strategy because you’re going to need to have one with your team now that you know what inbound is all about.
Conversations are only for outbound marketers. Content and promotion is for inbound marketers.
By using channels that deliver or simulate a conversation with your website visitors, you can deliver your content in a consistent and relationship-focused way.
By using channels that your buyers personas consider “trendy,” your brand maintains its reputation of being relevant and up to date.

261.) What is a conversational growth strategy?

The long-term planning, creation, and management of your content marketing efforts.
The delivery of the right message to the right person at the right time, every time.
The creation and management of your combined conversion efforts.
The long-term planning, creation, and management of your professional network.

260.) What are the steps to implementing a conversational growth strategy?

Think, Plan, Build
Think, Plan, Grow
Think, Optimize, Chat
Chat, Spend, Share

259.) Which three elements are important to consider when determining if you should start to automate a conversation on your website?

That it is repeatable, predictable, and impactful.
That it is significant, cheap, and easy.
That it is purposeful, replicable, and impactful.
That it is relationship-focused, replicable, and easy.

258.) What is shared knowledge?

The collective hive mind of HubSpot users.
Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns.
Shared knowledge is the data you purchase in lists.
The information you repurpose across channels for your website visitors.

257.) True or false? In relation to reporting, “data in” is the data you collect, either by asking for it explicitly or gathering it through analytics implicitly.

True
False

256.) True or False? In relation to reporting, “data out” is data you collect, either by asking for it explicitly or gathering it through analytics implicitly?

True
False

.) True or false? An effective conversion path must include a landing page.

True
False

255.) How do you calculate a conversion rate?

To calculate your conversion rate, divide the number of people who viewed your conversion opportunity by the number of people on your marketing team.
To calculate your conversion rate, divide your total number of website visitors who had visited your site to date by the total number of people who converted on your net new form.
To calculate your conversion rate, divide the number of people who converted on your call-to-action, form, etc., and divide it by the total number of people who viewed it.
To calculate your conversion rate, divide your total number of website visitors by your total number of company employees.

254.) Each of these examples is a great way to prevent too much distraction in your conversion path EXCEPT:

Adding more buttons to your page to frame the conversion
Removing the navigation bar
Carefully placing your pop-ups
Experimenting with the design and elements on a page

253.) What is the difference between reporting and analytics?

Reporting explains what has happened, while analytics is an attempt to explain why something has happened.
Analytics explains what has happened, while reporting is an attempt to explain why something has happened.
Trick question! There isn’t one.
Reporting is for journalists, while analytics is for marketing, sales, and services representatives.

252.) What are SMART goals?

Specific, Marketable, Attractive, Responsible, Testable
Specific, Marketable, Attainable, Relevant, Testable
Specific, Measurable, Attainable, Relevant, Timely
Specific, Measurable, Attractive, Relevant, Timely

251.) Define a conversion path.

The method by which you encourage someone on your site to move down your funnel.
The method by which you encourage someone to visit your site from social media.
The method by which you encourage someone to spend 30 minutes or more on your website.
The method by which you encourage someone to read your well-crafted automated email.

250.) What are the steps for creating a conversion path?

Attract, convert a lead, close a deal, and delight a customer.
Create awareness, determine your end point, chart your course, and analyze.
Create awareness, determine your end point, chart your course, build a ship, ahoy matey.
Create awareness, chart your course, optimize, convert a qualified lead.

249.) Situational example: You’re trying to calculate the conversion rate on one of your forms. 600 people visited your landing page, but only 50 visitors submitted the form. What is the conversion rate of your form?

8.3%
16.6%
33.3%
50%

248.) True or false? Conversion optimization is NOT an iterative process.

True
False

247.) True or false? Conversion optimization can positively impact your return on investment.

True
False

246.) What is conversion optimization?

Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.
Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.
Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.

245.) What are the steps of conversion optimization?

Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.
Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.
Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.
Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.

244.) How long should you let your conversion optimization experiments run (on average)?

1 week
4 weeks
12 weeks
48 weeks

243.) Situational example: You’re tasked with improving the conversion rate on your product and services page over time. You think that changing the page’s copy will positively impact the overall conversion rate. What’s an example of a good hypothesis for this optimization experiment?

I think this change will work because I know my buyer persona really well.
By changing this page’s copy, the conversion rate will increase because it frames our product and service page in a way that better aligns with our buyer persona’s needs.
The conversion rate will increase by 87%. Constant change on product and services pages increases trust.
By changing this page’s copy, the conversion rate will increase.

242.) What is SCOPE?

Standardize, Contextualize, Optimize, Personalize, Empathize
Specialize, Contextualize, Optimize, Personalize, Epitomize
Standardize, Contextualize, Organize, Personalize, Energize
Standardize, Contextualize, Organize, Personalize, Expertize

241.) What is the definition of a buyer persona?

A semi-fictional representation of your ideal customer based on real data and some select educated speculation
A lead in your database
A true view of your personas
A completely fictional representation of your ideal customer based on real data and some select educated speculation

240.) True or false? A call-to-action must be a button.

True
False

239.) What is another commonly used term for conversion optimization?

Conversion content strategy optimization
Lead conversion optimization
Relationship rate optimization
Conversion rate optimization

238.) Marketing automation is a key piece of lead nurturing because it’s how you deliver information. How is marketing automation defined?

The software that exists with the goal of automating your marketing actions.
Automation tools to help automate sales-specific actions.
The thought process behind delivering information in lead nurturing.
The software that is used for your entire inbound strategy.

237.) Situational example: You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company’s bottom line and return on investment in mind, what’s the most strategic avenue to choose?

You could invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue. This would increase the amount of people in your funnel and therefore the amount of people moving through your funnel.
You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment.
You could invest additional resources in your sales team. The more you increase that team’s overall job satisfaction, the more encouraged they will feel to make each and every sale count. This will have a positive impact on the efficiency of your funnel.
You could increase the budget of your services team. By increasing the amount of customers that retain with your company, you will need less net new gains to generate the desired level of revenue.

236.) What role does optimization play in your conversational growth strategy?

Unlike conversions, conversations are evergreen and don’t need to be optimized.
As conversations are unique exchanges with many website visitors, they cannot be optimized.
Conversations need to be optimized once every four months.
You need to iterate and optimize your conversations over time.

235.) When creating segments for your lead nurturing campaigns, you need to understand who your personas are and where they are in the buyer’s journey allows you to decide what types of content they need. What are the three stages of the buyer’s journey?

Awareness, consideration, and decision
Attract, consideration, and delight
Awareness, consideration, and conversion
Awareness, decision, and delight

234.) Which of the following would be the most appropriate call-to-action to place at the bottom of an Awareness stage blog post?

“Request Your Free Consultation”
“Download Our Pricing Guide”
“Download a Team Communication Guide”
“Your Custom Quote Is Waiting for You”

233.) You’re writing a new blog post. Your boss tells you that she wants to get found for the keyword “free project collaboration software”. Which is the best response to her request?

“We should do ‘collaboration software’ instead. Your suggestion isn’t broad, so it probably gets a low volume of searches, meaning not many blog post views.”
“Let’s create a blog post with this keyword. It’s a term our buyer persona would use and is a long-tail version of collaboration software.”
“We’re on the right track, but we should try to get found for ‘collaboration software for projects’ instead. We need to match our keyword to exactly what people are searching for.”
“I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”

232.) A website visitor is reading the blog post you published last month. They’re intrigued by the call-to-action that you have at the bottom of your post, so they decide to click it and are redirected to a form which they fill out and submit. Which Inbound Methodology stage is being described in this scenario?

Delight
Convert
Close
Attract

231.) Does this example follow best practices for thank you pages? “Thank you. We will send an email to you soon!”

No. The title of the offer is not in the message.
Yes. The message is concise.
No. It’s not clear when the lead will hear back.
Yes. It explains that the next step for the lead is that they’ll receive an email.

230.) If you were an inbound sales representative, how can you gain “trusted advisor status” with the people you connect with?

Build up your personal brand as a thought leader in your industry
Be in the prospect’s industry for ten or more years
Understand the prospect’s problem and identify quick wins for them
Have a lot of LinkedIn connections

229.) True or False? Marketing is responsible for defining a Marketing Qualified Lead (MQL) and sales is responsible for defining a Sales Qualified Lead (SQL).

False: Both teams work together to come up with a common definition of the terms
True: Marketing and sales must use the same words, but it’s OK for the definitions to be different
False: As long as both teams understand what the other team is using as a definition, they can stay separate
True: It’s important for marketing and sales to have their own definition for the same words

228.) What are inbound links?

Links back to your website from another website
Links that you create within your inbound content
Links to resources on an external website
Links pointing from one of your blog posts to another page on your website

227.) According to HubSpot the R in SMART goal setting stands for ______.

Realistic
Relevant
Rational
Reach

226.) Fill in the blank: The R in SMART goal setting stands for ______.

Realistic
Rational
Relevant
Reach

225.) It’s recommended you create some sort of interaction that takes place after someone purchases your product or service. What’s the most efficient and scalable tool you can use to do this?

Email workflows
Social media
Phone call
Mail them a thank you note

224.) True or false? As an inbound sales representative, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.

True
False

223.) Smarketing is only helpful for increasing revenue for large organizations with 100+ employees.

True
False

222.) A customer who recently purchased your product realizes that it’s not the right solution for the problem they were trying to solve. He would like to return the product. Which stage of the buyer’s journey is your customer in?

Awareness
Consideration
Decision
None of the above

221.) True or false? You have spent a lot of time planning and creating a great content offer. You are now done with the content process and should move on to create your next piece of content.

True
False

220.) 60% of a buyer’s purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?

Buyers are more educated, so there’s less work for the sales reps.
Sales reps need to push and sell harder to convince buyers to make the right decision.
Sales reps must evolve their selling to keep up with customers’ buying habits.
Sales reps should keep this in mind, but this doesn’t change the way the world should sell.

219.) Your company has decided to take an inbound approach to sales. Which of the following does NOT align with your company’s new inbound sales practices?

Leveraging the buyer’s context on calls
Using a scripted sales pitch on all calls
Utilizing content from each stage of the buyer’s journey
Building relationships with your prospects

218.) You’ve started a new business and along with that a new Facebook page for your brand. You’re sharing your new blog posts to Facebook about 2-3 times per month. You find that your account doesn’t have much audience engagement and you’re not seeing the results you were expecting. Rather than spend time on Facebook, you decide to spend your time on another social channel, like Twitter. Is this the right approach?

Yes. If your audience reach and engagement goals aren’t met, it means that you’re spending time on a social media channel that isn’t where your buyer personas are spending time.
Yes. Twitter is a better social media channel for sharing blog posts. Facebook is better for more visual content.
No. You should first try publishing on a more frequent and consistent basis, rather than 2-3 times per month. Regularly sharing content and updates can help with engagement and gives you an active presence.
No. Engagement is not a metric that you should be using to determine the ROI of a social media channel. You should be using audience growth instead.

217.) You’re writing a new blog post. Your boss tells you that she wants to get found for the keyword “project collaboration software”. Which is the best response to her request?

“We should do ‘collaboration software’ instead. Your suggestion isn’t broad, so it probably gets a low volume of searches, meaning not many blog post views.”
“We’re on the right track, but we should try to get found for ‘collaboration software for projects’ instead. We need to match our keyword to exactly what people are searching for.”
“I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
“Let’s create a blog post with this keyword. It’s a term our buyer persona would use and is a long-tail version of collaboration software.”

216.) A form on your landing page should only ask the questions that your sales team needs to have answered

True
False

215.) You’re responsible for managing your company’s social media accounts. Your colleague tells you about how a lot of businesses are using Pinterest to promote content. Your company doesn’t have a Pinterest account yet, so he encourages you to create one. How would you respond?

“That’s not a good idea. Pinterest isn’t as popular as other social media channels, so we won’t see much of an ROI for the amount of time we’d be putting in.”
“Thanks for the suggestion, but a Pinterest account isn’t something that we’ll be creating. We already have three other social media accounts and it’s best to keep it to no more than three.”
“I like the idea but before we create an account, we should do some research. We need to determine if this is a social media channel that our buyer personas are spending time at.”
Great idea. I’ll build out an account. We can use it to promote the new infographics that we’ll be creating.”

214.) Fill in the blank: ______ is used to measure the size of your potential audience.

Reach
Engagement
Impressions
Audience growth

213.) Which of the following is an example of a SMART social media goal?

Increase leads from Twitter by 50% from 50 to 100 leads
Increase leads from Twitter by the end of the month
Increase leads from Twitter from 50 to 100 leads by the end of the month
Increase leads from social media by 50% by the end of the month

212.) Which of the following should NOT be included in a social media message?

Image
Video
Website link
None of the above

211.) True or false? You should vary the time that you share content on your social media channels. That way you can discover the times your audience is most active and continue to share content during those times.

True
False

210.) Your boss wants you to blog primarily about your company news, its services, and various corporate events. What is your response?

“That’s a good idea. We want to attract the most qualified visitors with our posts, so we should help people understand our business.”
“That’s not a good idea. We’re trying to attract new visitors with our posts. These people haven’t yet heard of our company. If we write about ourselves, they won’t find us organically.”
“That’s a good idea. Blogging not only helps attract new visitors but convert leads as well. We can generate more qualified leads by including event calls-to-action at the end of the posts.”
“That’s not a good idea. The more focus our blog can have the better. We need to decide between company news, service, and corporate event announcements.”

209.) When creating a blog title, why do the number of characters in the title matter?

It doesn’t matter as long as the title is descriptive.
It matters because search engines show a limited amount of characters, and a cut off title could affect click-through rates.
It matters if the blog post will be shared on Twitter since this social media channel only allows 140 characters
It matters because you should only be including one primary keyword within your title

208.) Fill in the blank: When creating a content offer, use _________ to determine the best content offer format.

industry benchmarks
your buyer personas
content distribution
the buyer’s journey

207.) You work for a company that manufactures prescription eyeglasses and want to create a piece of content for your buyer persona. Your buyer persona is someone that already has glasses, but it’s important for them to make sure their prescription is up-to-date while also being stylish. Which would be an effective Awareness stage offer for getting this persona’s attention?

A case study on how your company helped consumers find their perfect pair of eyeglasses
A webinar that covers this year’s eyeglass trends and the new styles your company will be releasing
A checklist on how to determine if it’s time to get a new pair of eyeglasses
A guide on how to find the right eye doctor

206.) 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?

Awareness
Consideration
Decision
All of the above

205.) If there are any images within a blog post or website page, why should you add alt-text to the image?

Allows a search engine to understand what that image is about
Allows that image to get found in image searches
Allows another place to be optimized with the primary keyword focus
All of the above

204.) True or false? To ensure that search engines understand your website page, it’s necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.

True
False

203.) Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is ______-centric.

marketer
sales
company
customer

202.) When it comes to social media, which of the following is something you should optimize for?

Social media platform
Time
Keywords
All of the above

201.) It’s recommended you create some sort of interaction that takes place after someone purchases your product or service. What’s the most efficient and scalable tool you can use to do this?

Mail them a thank you note
Email workflows
Social media
Phone call

200.) If you were an inbound sales representatives, how can you gain “trusted advisor status” with the people you connect with?

Have a lot of LinkedIn connections
Understand the prospects problem and identify quick wins for them
Build up your personal brand as a though leader in your industry
Be in the prospect’s industry for ten or more years

199.) You’ve joined a startup company. Before building out your content strategy, you’ll need to develop your company’s primary buyer persona. What’s the appropriate order for developing the buyer persona for your startup?

Research, identify trends, and create persona stories
Create persona story, test and optimize, and make assumptions
Make assumptions, identify trends, and ask company employees for input
A buyer persona shouldn’t be developed at this time

198.) A website visitor is reading the blog post you published last month. They’re intrigued by the call-to-action that you have at the bottom of your post, so they decide to click it and are redirected to a form which they fill out and submit. Which Inbound Methodology stage is being described in this scenario?

Close
Attract
Convert
Delight

197.) True or False? Buyer personas are effective for all organization types.

True
False

196.) You’ve been tasked with helping to research your organization’s buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?

Yes, you should try to interview all types of customers. That way you’ll have a better idea of the ideal buyer you’re trying to market and sell to.
Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven’t used your product/service.
No, you shouldn’t be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don’t know your organization.
No, you shouldn’t be reaching out to bad customers. they will skew the buyer persona story since they aren’t your ideal customer

195.) For a blog post, include your primary keyword in all of the following page elements EXCEPT:

Headers
Page title
URL
Navigation
Body

194.) How can sales reps gain trusted advisor status in the eyes of the people they connect with?

Understand the prospects problem and identify quick wins for them
Be in their industry for ten or more years
Have a lot of LinkedIn connections
Build up their personal brand as a thought leader in their industry

193.) What are the three pillars of delight?

Invent, Serve, Collaborate
Invent, Communicate, Educate
Innovating, Connecting, Teaching
Innovation, Communication, Education

192.) It is recommended that you create some sort of interaction that takes place after someone purchases your product / service what is most efficient and scalable tool?

Email workflow
Social media
Phone call
Thank you note

191.) Your boss is questioning why it’s important to train every team member on the pillars of delight. Your answer is:

It’s not important because we should be focused on generating more leads
It’s important because a customer’s experience is only formed by the first interaction
It’s important because a customer’s experience and their long-term success is formed by every interaction
It’s not important because only the customer support team should be delighting people

190.) What are the four guidelines to keep in mind when connecting with your leads over the phone?

Build rapport, know your audience, speak the prospect’s language, be helpful
Build rapport, sound happy, be helpful, schedule follow up call
Be nice, know your audience, follow your planned agenda, be helpful
Sound interested, know your audience, follow your planned agenda, schedule follow-up call

189.) True or False: Marketing is responsible for defining a Marketing Qualified Lead (MQL) and sales is responsible for defining a Sales Qualified Lead (SQL)

False: Both teams work together to come up with a common definition of the terms
True: Marketing and sales must use the same words, but it’s OK for the definitions to be different
False: As long as both teams understand what the other team is using as a definition, they can stay separate
True: It’s important for marketing and sales to have their own definition for the same words

188.) Fill in the blank: The subject line of your email should ____.

be five words or less. Studies have shown subject lines over this number are not effective
depend on the offer, industry, audience and device
not contain personalization
never reveal the full value of the email

187.) A thank you page allows you to complete all of the following EXCEPT:

Emailing the offer to the lead
Enabling social sharing
Promoting additional offers to the lead
Delivering the offer to the lead

186.) You would like to increase the number of clicks on your current CTA. What is the suggested approach to making changes to a CTA?

Don’t change the CTA – change the page it’s on
Change one element at a time
Test multiple things at once to maximize the value of your experiment
Give it a totally new look

185.) You were just hired as the social media marketer and want to learn more about your Twitter audience. What can help you do this?

Analyze your follower count
Monitor Twitter conversations
Increase the volume of your tweets
Schedule our tweets consistently

184.) All of the following elements will help readers easily digest the content of a blog post EXCEPT:

Images
Whitespace
Headers
Calls-to-action
Bolding

183.) As you launch a new website, your boss tells you she wants to get found for the keyword “teamwork”. Which is the best response to her request?

“Great, that keyword is broad, so it probably gets a high volume of searches, meaning lots of new visitors for us.”
“I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
“I’d recommend choosing a long-tail version. Long-tail keywords usually have more search volume than broad keywords.”
“Great. That keyword is broad enough to match the searches of all our buyer personas.”

182.) When picking a keyword to focus on for a new piece of content, which metric should you prioritize?

Low search volume and low competition
High search volume and high competition
High search volume and low competition
Low search volume and high competition

181.) Inbound marketing represents a fundamental shift in the way that organizations operate because it is marketer-centric

True
False

180.) All of the following are reasons that you should link to external sources in your blog posts EXCEPT:

It gives readers more helpful resources
It shows that you’ve done your research
It helps you build connections with outside sites
It sends people to your competitors for comparison

179.) Your boss wants a report on the success of your blog. What information should you NOT analyze?

Number of views for each post
Number of clicks on the offer within the post
Number of keywords per blog post
Popular articles by topic, promotion or promotion channel

178.) Mary is the social media manager. Over the last month, she has used various social media networks to promote a new ebook that her company just published. Her boss wants to know how social media has helped them increase the number of views of the ebook. What should Mary do to prove that her efforts have helped this goal?

Create a report that measures the number of published social media posts used to promote the ebook
Create a lead generation report that measures the conversion rate of the ebook
Create a revenue report that measures the amount of revenue generated by the ebook
Create a content consumption report that measures how many people viewed the ebook

177.) A CTA should always contain:

An image
Less than 7 words
An action verb
All of the above

176.) Does this sample follow best practices for thank you pages? “Thank you. We will send an email to you soon.”

Yes. It explains that the next step for the lead is that they’ll receive an email
No. The title of the offer is not in the message
Yes. The message is concise
No. It’s not clear when the lead will hear back.

175.) Fill in the blank: When using A/B testing for email, it’s important to _______.

remember that A/B testing is only useful for larger organizations and isn’t useful until your company reaches a certain scale
test only one thing at a time so you can isolate the significant variable
never conduct an A/B test on more than 50 people, since your hypothesis might be wrong
test more than one thing to take advantage of the experiment

174.) Which of the following is NOT a benefit that can be gained from closed-loop reporting?

Being able to provide a timeline of all the interactions a contact took prior to becoming a Marketing Qualified Lead
Being able to identify which Marketing Qualified Leads are more likely to ask for a discount when signing a contract
Being able to pass information to sales that can help aid them in connecting and engaging with contacts within the first 24 hours
Being able to analyze which marketing sources (organic, social, referral, etc.) are producing the most customers

173.) Smarketing is only helpful for increasing revenue for organizations with 100+ employees

True
False

172.) What is the Buyer’s Journey?

It’s the process that someone goes through after they’ve made a purchase.
It’s the process our buyer goes through when learning about your brand.
It’s the active research process someone goes through leading up to a purchase.
It’s the inbound methodology, but from the buyer’s perspective.

171.) As you launch a new website, your boss tells you that she wants to get found for the keyword “teamwork”. Which is the best response to her request?

“I’d recommend choosing a long-tail version. Long-tail keywords usually have more search volume than broad keywords.”
“I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
“Great! That keyword is broad enough to match the searches of all of our buyer personas.”
“Great! That keyword is broad, so it probably gets a high volume of searches, meaning lots of new visitors for us.”

170.) What is SEO?

The Javascript on your pages that allows a search engine to understand it.
The number of website pages that are indexed by search engines.
The process of improving your website so that it attracts more visitors from search engines.
The elements of your email that allow it to get processed by search engines.

169.) Blogging increases the volume of traffic to your website in all of the following ways, EXCEPT:

Outside websites will link to your posts
More unique pages are associated with your website
Your posts will generate more conversion assists
Your posts will get shared in social media

168.) Analyzing the number of views for a blog post can tell you all of the following EXCEPT:

Whether you’ve picked the right call-to-action for your post
How much traffic each post is driving
Which blog posts are performing best
Which topics are resonating with your readers

167.) All of the following are terms that you could monitor to find your prospective customers on social media EXCEPT:

Terms that your buyer personas use to describe your industry
Terms that you would use to describe your industry
Terms that are used in trending hashtags
Terms that your competitors use to describe your business

166.) An optimized profile for every social media network should contain all of the following EXCEPT:

Your organization’s phone number
A link to your organization’s website
Your organization’s logo
Your company description

165.) At the start of the year, your company has 5,000 leads. Over the course of the year, you generate another 1,000 leads. True or false: you now have 6,000 leads in your database that you can email.

True: Purchased lists will allow a business to continuously add leads to their funnel with no adverse effects
False: The average email list decays about 25% a year.
True: An effective email marketing strategy is self-sustaining and will always help to generate new business
False: You cannot use email marketing to close leads into customers.

164.) What is the most important reason for why marketing and sales should share the same goal(s)?

Alignment around goals makes it easier for the company to manage employees.
Alignment around goals puts an emphasis on collaboration and holds marketing and sales accountable to each other.
Alignment around goals reduces the number of employees necessary to hit revenue goals.
Alignment around goals makes it less expensive to run an organization.

163.) As an inbound sales rep, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.

True
False

162.) Who is responsible for delighting customers?

Only customer-facing teams
Only those that hold public relations roles
Only the executive leadership team
Everyone at your organization

161.) What’s an effective way to empower your team while not micro-managing them?

Create scripts that your team must use when serving customers.
Have daily status check-in meetings to make sure they are working on the right things.
Give them a goal and let them figure it out.
Develop a set of defined principles that will help them operate autonomously.

160.) Which interactions will build or destroy trust?

Only pre-sale interactions
Only post-sale interactions
All of the interactions
None of the interactions

159.) When should you focus on delighting people?

From the moment they become a customer to delight them into promoters
At the beginning of the sales process
From the very first moment someone interacts with your business
After they have used your product or service

158.) You want to improve your customer experience processes and your products to ensure you’re focused on delight. Which should you do to get the largest, most representative sample?

Send emails
Collect survey responses
Talk to team members
Gather testimonials from your users

157.) 60% of a buyer’s purchase decision has already been made before even talking to a sales rep. What does that mean for inbound sales?

Buyers are more educated, so there’s less work for the sales reps.
Sales reps need to push and sell harder to convince buyers to make the right decision.
Sales reps must evolve their selling to keep up with customers’ buying habits.
Sales reps should keep this in mind, but this doesn’t change the way the world should sell.

156.) You are a sales rep who has decided to try out an inbound approach to sales. One morning when you turn on your computer you see you already have a new inbound lead in your inbox. What is the FIRST thing you should do?

Pick up the phone and call them
Send them an email
Research your lead
Do nothing until the lead fills out another form

155.) Marketing’s Service Level Agreement (SLto sales should always include:

A list of all leads on a weekly, monthly, quarterly or yearly basis that are not yet Marketing Qualified Leads.
It’s not important to include anything specific in a marketing SLA, just having one is what matters.
The promise to engage with each lead at least three times before identifying them as a Marketing Qualified Leads.
Number of Marketing Qualified Leads provided to the sales team on a weekly, monthly, quarterly or yearly basis.

154.) Fill in the blank: Dashboards are key to integrating smarketing into an organization because they provide _______, _______, and _______ updates as to how marketing and sales are performing.

frequent, public, transparent
occasional, private, transparent
frequent, private, transparent
occasional, public, transparent

153.) Fill in the blank: Marketing and sales should be aligned around the same goal. Typically this is a shared _____ goal.

Persona
Revenue
Visit
Return on investment (ROI)

152.) According to the marketing and sales funnel, prospects are defined as:

Website visitors who have signed up for a blog or an email newsletter
Anyone in the sales and marketing funnel who has requested a demo or trial
A lead that has had contact with your organization already
Anyone that has downloaded a content offer

151.) Why is the Sales Qualified Lead (SQL) stage important for both your sales and marketing teams?

It will help your sales and marketing teams remain on the same page in terms of the quality and volume of MQLs that marketing is handing over
It will help your marketing team better nurture Opportunities prior to sending them over to the sales team to be more thoroughly researched
It has no relevance to smarketing and is simply used for executive teams to track sales activity
There is no difference between an SQL and an MQL, thus this stage has no relevance to smarketing

150.) Fill in the blank: A ______ is an email that has been returned to the sender because the email address is invalid.

Hard bounce
Soft bounce

149.) Your boss asks you to do some reporting on your email performance from last quarter. Which email metric can you ignore?

Industry average
Bounce rate
Click rate
Open rate

148.) Fill in the blank: Personalization tokens and list segmentation are both examples of using _____ in email.

A/B testing
lead nurturing
content
context

147.) Which of these is NOT a best practice when optimizing your emails for mobile?

Make your content comprehensive. Since people carry their phones with them everywhere, a captive audience is more willing to read a longer email.
Bigger is better. When it comes to text, images, and calls-to-action, be aware that people will be reading your email on smaller screens.
Use a responsive template. That way your email will conform to the device your reader is using.
Use clear and concise messaging. People are more likely to scan emails, regardless of what device they are using.

146.) What does the open rate of your email indicate?

That people are enticed to click on the offer in the email
That your email has converted leads
That your email is getting to your contacts’ inbox
That your subject line is effective

145.) What is lead nurturing?

The process of sending individual emails to get them to purchase your product or service.
The process of building relationships with prospects with the goal of earning their business when they’re ready.
The process of calling qualified prospects and engaging them with a consultative sales process.
The process of placing the right call-to-action in the right email and sending it to the right person.

144.) A thank you page optimized for lead engagement contains:

A link to your About Us page
A link to a specific blog post related to the topic
An image
Testimonials

143.) You should use an inline thank you message if you want to give more information to your new lead.

TRUE
FALSE

142.) All of the following are reasons to place a call-to-action on a thank you page EXCEPT:

Thank your leads for their interest in your offer
Encourage leads to stay on your site
Keep leads converting on your website
Move leads further into the buyer’s journey

141.) A form on your landing page should only ask the questions that your sales team needs to have answered.

TRUE
FALSE

140.) True or False: A landing page navigation menu should be different from the rest of the site.

True. Your menu should be shorter to direct people to particular areas of your site.
False. Your menu should be the same as the rest of your site to be consistent.
True. Your menu should direct people to related content offers.
False. Your menu should not exist on a landing page.

139.) Fill in the blank: Landing pages are designed to _________.

Be the page that a lead “lands” on, after filling out a form
Deliver a content offer to a lead
Close leads into customers
Convert visitors into leads

138.) A landing page should connect to a thank you page.

True
False

137.) Landing pages should contain all of the following EXCEPT:

A video
Social sharing icons
Website navigation
A headline

136.) Fill in the blank: A call-to-action (CTis a button that promotes an offer and links to a(n) ______.

Landing page
Email
Website page
Thank you page

135.) The rate of visitors converting on a landing page is affected by the CTA.

TRUE
FALSE

134.) What elements should be tested on your CTA?

Color
Keywords
Placement on the page
All of the above

133.) How should industry benchmarks be used when developing a social media strategy?

To compare your results to other businesses
To develop social media posts that will be published
To generate revenue from social media
To create a social media style guide

132.) Which is NOT a best practice for publishing on social media networks?

Always use an auto-publishing tool to save time
Share relevant industry content
Customize your content for different social media channels
Create a social media style guide

131.) True or False: Social media can be used at every stage of the inbound methodology.

True – Social media can be used to attract visitors, convert leads, close customers, and delight promoters.
False – Social media can only be used to attract visitors and monitor leads.

130.) Fill in the blank: __________ helps marketers establish a consistent tone on their social media networks.

A social benchmark report
A social media publishing schedule
A social media style guide
A social media monitoring stream

129.) A company published an ebook about the effects of off-site team building. What social media marketing action should they take to help generate leads for the offer?

Create tweets that include a link to landing page for the ebook
Include a link to the ebook in their Twitter profile
Create a Facebook group for customers and promote the ebook to the group members
Publish the ebook to LinkedIn

128.) 60% of a buyer’s purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?

Sales representatives should keep this in mind, but this doesn’t change the way the world should sell.
Buyers are more educated, so there’s less work for the sales representatives.
Sales representatives must evolve their selling to keep up with customers’ buying habits.
Sales representatives need to push and sell harder to convince buyers to make the right decision.

127.) You just wrote a blog post and published a tweet promoting it. Should you share the post on Twitter again in the future?

Yes – as long as it’s relevant, you can keep sharing it over time
No – only promote your blog posts when you first publish them

126.) Analyzing the number of views for a blog post can tell you all of the following EXCEPT:

Which blog posts are performing best
Whether you’ve picked the right call-to-action for your post
How much traffic each post is driving
Which topics are resonating with your readers

125.) You work for a travel agency and need to write your next blog post. What topic should you write about to attract families that have never heard of you and are looking to take a vacation?

The affordable pricing of your family-friendly vacation packages
The best family-friendly vacation destinations
Why your agency provides the best experience for families
The latest trip that your agency organized for a family

124.) Which of the following would be the most appropriate call-to-action to place at the bottom of an Awareness Stage blog post?

Download Our Pricing Guide
Download the Team Building Checklist
Request a Free Quote
Sign Up for a Consultation

123.) In order to not get cut off in a Google search result, what is the maximum number of characters that your title should be?

60 characters
30 characters
90 characters
120 characters

122.) Which of the following is NOT a metric to consider when analyzing a content offer?

Number of leads generated
Number of social shares
Open rate
Performance by format type

121.) You have spent a lot of time planning and creating a great content offer. You are now done with the content process and should move on to create your next piece of content.

TRUE
FALSE

120.) If your content is focused on different solutions to your buyer persona’s problem, where would that content fit into the Buyer’s Journey?

Awareness
Consideration
Decision

119.) Content is defined by 3 things. What are they?

Purpose, format, and topic
Who, how, and why
Audience, creator, and distributor

118.) An adventure travel company wants to create a piece of content for their buyer persona. This persona is interested in building team trust, since they work in an industry with high employee turnover. Which would most likely be an effective Awareness Stage offer for getting this persona’s attention?

A webinar that covers the adventure travel company’s new travel package that helps with team bonding
A blog post on the top 10 spots for off-site adventure travel
An ebook on how to build trust inside a team with trust building exercises
A case study on how the company helped another business with their off-site team building experience

117.) Fill in the blank: The outlined Content Process steps are plan, create, _______, analyze, repeat.

distribute
research
publish
target

116.) True or False? Every page should have a unique meta description.

True – give a short summary of the unique content on that page
False – use the same one for your business for consistency

115.) What are inbound links?

Links pointing from one of your blog posts to another
Links coming into your website
Links that you create within your inbound content
Links to external resources

114.) Which is a main component for how search engines rank search results?

The number of authoritative links to the site.
The number of social followers of the business.
The number of keywords on the page.
The number of visits to the page.

113.) Include your primary keyword in all of the following page elements EXCEPT:

Headers
Page title
URL
Navigation
Body

112.) To ensure that search engines understand the content on your page, you should:

Repeat your primary keyword throughout the page content using the same wording and phrasing.
Not use your primary keyword at all – there’s no need, because search engines understand intent.
Use natural language and variations of your primary keyword phrase throughout the page content.
Include your primary keyword throughout the page content as many times as possible.

111.) When creating a buyer persona, you should ONLY interview your ideal customers.

TRUE
FALSE

110.) True or false? Each prospect who comes to your website for the first time is always in the Awareness stage of the buyer’s journey.

True
False

109.) Which Buyer’s Journey stage does someone fall into if they are experiencing and expressing a problem?

Awareness
Consideration
Decision

108.) At a high level, what three things should you keep in mind when creating buyer personas?

Make assumptions, identify trends, and ask sales for input
Research, identify trends, and create persona stories
Identify trends, differences, and detractors
Research, make assumptions, and identify trends

107.) Why is “analyze” NOT a stage in the Inbound Methodology?

Analysis is a part of every single thing you do with inbound.
Analysis is primarily important in the attract and convert stages.
It’s technically the last stage, but you’ll know whether your strategy is working or not based on if you’re getting more promoters.
Analysis is most important in terms of closed-loop reporting.

106.) Buyer persona stories should contain information about:

A persona’s demographics and common traits
A persona’s main goals and challenges
A persona’s role at their organization or in life
None of the above
All of the above

105.) You’ve been doing inbound marketing for a while, but you decide to try out an inbound approach to sales for a week or two. When you turn on your computer the next morning, you see you already have a new inbound lead in your inbox. Woohoo! What is the FIRST thing you should do?

Completely ignore the lead until they download something else on your site
Research your lead thoroughly
Pick up the phone and call them
Send them an email

104.) Which of the following is/are good metric(s) for your Marketing team to track in order to measure progress towards their goal?

Revenue pipeline generated Leads
Marketing qualified leads generated
Actual revenue achieved
Any of the above

103.) You’ve written two versions of a marketing email that differ based on their first paragraphs. Both get across your message, but you’re not sure which email version to use. Which of the following is the BEST way to determine which email is most effective?

Send each email to different segments
A/B Test
Click popularity tracking
Click-through rate analysis

102.) Buyer persona stores should contain information about:

A persona’s demographics and common traits
A persona’s main goals and challenges
A persona’s role at their organization or in life
Only A and C
All of the above

101.) You have to explain to your boss why she should care about optimizing your company’s website. What do you say?

We want to get more traffic to our site from search engines like Google
We need a website face lift. Our site is not visually appealing and it does not focus on the right keywords
It helps us get to the first page of search results. No one looks past that page anyway
It helps us get people to our site and lays out a clear path for them to accomplish what we’d like them to do on our pages

100.) Customizing the meta description for your blog posts will ALWAYS help improve that post’s search engine ranking.

TRUE
FALSE

99.) How can you use social media for promoting your blog posts?

Monitor questions on social media and respond with a blog post link
Share blog articles through social posts
Use blog content as fodder
All of the above

98.) You want to post a picture of your office Halloween party to your company’s Facebook page, but your boss tells you it’s unprofessional and will cast your business in a negative light. Is your boss correct?

Yes, your company’s social media accounts should contain only business- and industry-related content
Yes, posting “fun” content like halloween photos will distract visitors from your product or service
No, social media is meant to be social; don’t be afraid to to show what makes your company and corporate culture enjoyable to work with
No, people are more likely to buy from people they like and and have a relationship with – posting “fun” content like halloween photos can help to build that relationship
A & B
C & D

97.) Which of the following is the MOST important reason a landing page should always lead to a thank you page?

So you can email the lead
So you can thank the user
So you can deliver the offer
So you can convert your lead into a sales opportunity

96.) Sending the right email to the right person is about creating the right content with the right context. Which of the following is MOST useful in determining an email’s context?

The best time of day to send emails
The lead’s stage in the Buyer’s Journey
The top performing content in past emails
The pain-points associated with a persona segment

95.) Your company is growing and you want to scale the alignment between your Marketing and Sales teams. Which of the following is the BEST strategy to help achieve that alignment?

You cannot scale sales and marketing alignment to a large organization
Create a Marketing dashboard to email to the entire Sales team
Have the VP Marketing and VP Sales sit next to each other
Choose Marketing and Sales leaders from each division to maintain alignment across the company

94.) In order to be successful with inbound sales, you need to determine the goal of your sales calls before picking up the phone. How could you BEST do that?

Understand what content originally attracted them to your site
Understand where they are in the Buyer’s Journey
Make an educated guess about which persona you’re talking to and who they are as an individual
Understand who you’re talking to and where they are at in the Buyer’s Journey

93.) Why is delight only a post-sale activity?

Most interactions occur only after the sale
Customer delight is actually a pre-sale and post-sale activity
Trust can only be built after the sale
The customer delight pillars are only acceptable post-sale

92.) You should treat every component of an email as a call-to-action.

TRUE
FALSE

91.) What is the “content golden rule?”

The Law of Diminishing Returns: don’t add more information or design into your content than is necessary.
The 80/20 Rule: 80% of your content should be customer-focused, 20% of your content should be sales-related.
The Cocktail Party Rule: don’t just talk about yourself, involve others, as well.
The Frequency Rule: publish content at least 2 times a week.

90.) You read through a blog post your colleague created and you realized it’s on more than one topic. Is this a good or bad thing?

Good – you’re able to make your blog post longer and it addresses several of your prospects questions.
Bad – it’s better to focus on one topic per blog post to keep it clear and concise.
Good – the post will be easier to optimize for search engine optimization and ranking for several different keywords.
Bad – the blog post will be too long for search engines to crawl effectively.

89.) On-page SEO is the most important element of optimizing your website.

TRUE
FALSE

88.) According to the delight class, which of the following is most essential to customer delight?

Build rapport with your customers.
Create content just for customers.
Foster open communication with customers.
Build trust with your customers.

87.) You’re interviewing a potential new hire. They’re highly qualified for the job itself, but you want to make sure they’re also qualified to serve and delight your customers. Which quality is the most important to identify in order to ensure the employee would be equipped to delight your customers?

Do they have specific skills your customers would benefit from?
Are they a culture fit for your organization?
Are they able to offer a new perspective at your organization?
Do they have customer service experience?

86.) Which of the following is the BEST definition of a Service Level Agreement (SLA)?

An agreement between Sales and Marketing that defines how many lead generation offers Marketing must create in order for Sales to reach their quota.
An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support continual company growth.
An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support the other.
An agreement between Sales and Marketing that defines how many Marketing Qualified Leads will be passed off to Sales each month.

85.) Your VP of Sales thinks SLAs are unnecessary and does not support you taking the time to create one for your Marketing and Sales teams. How can you explain the benefit of an SLA in order to convince your VP of Sales it’s worth creating one?

An SLA will help align our teams’ goals around our same end goal of revenue.
An SLA will help us communicate transparently how our teams are supporting the other and contributing to the bottom line.
An SLA will allow us to monitor on a daily basis how we’re tracking towards our goals so we can adjust as needed.
All of the above

84.) Which of the following are good metrics for your Marketing team to track in order to measure progress towards their goal?

Revenue pipeline generated
Leads generated
Marketing qualified leads generated
Actual revenue achieved
Any of the above

83.) Which of the following is the best example of why the sales process has changed?

Sales reps want to remain in control
Buyers have difficulty finding the right information online
Sales reps were bored
Buying habits have changed

82.) In order for sales reps to be looked to as trusted advisors, what is the MOST important thing they must first do?

Be in their industry for 10 or more years.
Tell the prospects what to do in order to get quick wins.
Build up their personal brand as a thought leader in their industry.
Have a lot of LinkedIn connections.

81.) You’ve just completed all your research on your new lead. Now it’s time to pick up the phone! What are the 4 guidelines to keep in mind when connecting with your leads over the phone?

Build rapport, know your audience, speak the prospect’s language, be helpful
Be nice, know your audience, follow your own agenda, be helpful
Build rapport, sound happy, be helpful, schedule follow up call
Sound interested, know your audience, follow your own agenda, schedule follow up call

80.) Which of the following types of content would not be appropriate to email to someone in the decision stage of the Buyer’s Journey?

A report on the ROI of regular business blogging.
A product demo of a blogging tool.
An infographic about the benefits of business blogging.
A case study on a business who saw an increase in traffic after blogging regularly.

79.) What are the three elements you must get right in order to be successful with your email marketing?

Context, actionability, and target
Context, audience, and target
Content, actionability, and timing
Content, audience, and timing

78.) Your boss is interested in getting results fast and asks you to purchase a list of email addresses to send your marketing messages. What should you tell your boss?

Let’s do it! Purchasing lists increases email click-through rates.
Let’s hold off. Purchasing lists can result in decreased deliverability rates.
Let’s do it! Purchasing lists increases email open rates and click popularity.
Let’s hold off. Purchasing lists can decrease hard bounces but increase soft bounces.

77.) When a visitor comes to your website and clicks on a call-to-action for a “complimentary guide,” what page should they be taken to next?

A landing page with the headline “Download our free guide!”
A landing page with the headline “Download our complimentary guide!”
A Twitter search for people talking about the guide.
A thank you page with the headline “Thanks for downloading our guide!”

76.) Which of the following descriptions would make the BEST thank you page for an awareness stage offer?

A thank you page that has a CTA promoting a decision stage offer, a video on the company vision, and social sharing buttons.
A thank you page that delivers the offer, has a CTA promoting a consideration stage offer, and has social sharing buttons.
A thank you page that delivers the offer, has social sharing options, and has a pop up for a sales call.
A thank you page that delivers the offer, has a CTA promoting an awareness stage offer, and has social sharing buttons.

75.) A landing page and its associated offer must be in harmony with what your buyer persona(s) are looking for based on where they are:

In the Buyer’s Journey
On your website
On your blog
In the Inbound Methodology

74.) What is the content process comprised of?

Produce, publish, distribute, assess, revise
Plan, produce, distribute, analyze, repeat
Personas, produce, distribute, assess, revise
Plan, publish, discuss, analyze, repeat

73.) You work for a marketing services agency named Inbound Corporation that helps people do better inbound marketing. One of your buyer persona’s primary interests is getting more traffic to their site. Which would most likely be an effective awareness stage offer getting your persona’s attention?

A blog post titled: “5 Ways Inbound Corporation Helps Clients Achieve Business Goals”
A guide titled: “The Ultimate Guide to On-Page SEO Techniques”
An eBook titled: “The New Laws of Attraction: Techniques to Drive Website Traffic”
A checklist titled: “Crafting the Perfect Landing Page in 10 Minutes or Less”
None of the above

72.) Imagine you work at a B2C company. You’re trying to get a jump start on your company’s social media marketing: should you start a LinkedIn Page?

No, consumers do not use LinkedIn.
No, B2C companies should focus more on creating offers and blog posts instead of social media.
Yes, if your personas use LinkedIn to learn about products or services.
Yes, you should post to all of the “big 4” social networks regardless of your business type.

71.) One of your industry peers’ blogs has an article that you think would strongly resonate with your own company’s buyer personas. You want to share it via social media. Do you share the article?

No, then people would find your competitor’s content instead of your own.
Yes, and include a link to the original article, as social media should be a platform for sharing valuable content regardless of its source.
Yes, but don’t share more than one article from the same source. You don’t want your followers to think more highly of your industry peer.
No, your followers would be confused by sharing content that you didn’t create yourself.

70.) Which of the following is/are NOT an effective way to optimize your social media profiles:

Keeping all profile headline consistent across platform
Adding as many keywords as possible to your bio or “about us” section
Customizing your profiles
A & B

69.) What is/are the best type(s) content to post to Twitter?

Visual and concise
Thorough and informational
Depends on your persona
A & C
A & B

68.) In order to have the greatest chance of being fully visible on a Google search results page, how many characters should your blog post title be?

70 characters
55 characters
100 characters
Character count doesn’t matter

67.) Where do MOST blog posts fit into the Buyer’s Journey?

Attraction stage
Consideration stage
Awareness stage
Decision stage

66.) You let your team know that you need to start blogging on a consistent and frequent basis to start seeing the results that you’re looking for. They ask you what that means in a more numeric sense. How would you respond?

As often as we want to get found online.
Weekly.
2-3 times per week.
Daily.

65.) Your boss asks you to explain what the purpose of Google’s ranking and indexing algorithms are. How do you best explain this?

They’re designed to deliver results in the least amount of time possible
They crawl the Internet and know about each and every page – and what the page’s topic is.
They’re designed to deliver the best results to people.
They are made up of over 2000 different ranking factors that the marketing world knows and understands.

64.) Google believes that when people complete a search using a search engine, they’re looking to do the three following things at their highest level:

Navigate to a website, download something, learn something
Navigate to a website, complete some action or learn something
Navigate to a website, gather information or learn something
Do something, learn something and navigate to their own website

63.) We optimize our website for search engines.

True.
False, we optimize for buyer personas and search engines.
False, we optimize our site to get more leads and customers.
False, we optimize our site to delight our customers.

62.) Which of the following is NOT a primary way to research buyer personas?

Conduct in-person interviews with current customers.
Look for questions potential and current customers ask on social media.
Use inferences about their likes and dislikes based your own business experience.
Talk to well-qualified prospects.

61.) Why is “analyze” not depicted in the Inbound Methodology diagram?

You’ll know whether your strategy is working or not based on if you’re getting more promoters.
Analysis is most important in terms of closed-loop reporting.
Analysis is a given: it should be a part of every single thing you do with inbound.
Analysis is primarily important in the attract, convert, and close stages

60.) Choose the BEST answer to fill in the blank: _________ is/are your marketing assets like your blog, email campaigns, and social media messages; _________ is how you know what those things should be about.

Content, context
Content, content marketing
Context, inbound marketing
Content, the Buyer’s Journey

59.) Your computer is on its last legs and you’re hoping to purchase a new one that suits your needs before your existing desktop model finally bites the dust. Since it’s been a while since you’ve purchased a computer, you’re not quite sure what your options are. Which stage of the buyer’s journey are you most likely in?

Awareness
Comparison
Decision
Not enough information available to choose

58.) A customer called in with a product issue: they were upset because your product wasn’t working as designed. One of your employees worked with the customer to solve their problem, then provide some additional recommendations to help the customer get even more value out of your product. The customer hung up the phone happy and very satisfied. What did the employee most likely use to delight?

The pillars of customer delight
The seven customer delight guidelines
The Customer Delight Checklist
All of the above

57.) You just interviewed a potential new hire. You examined their culture fit, experience, skill sets, and beliefs. You decided to hire them! What are the next two steps you must take in order to set them up to delight your customers?

Train & manage them
Manage & empower them
Educate & empower them
Manage & lead them

56.) What are the pillars of customer delight?

Delight Employees, Educate Employees, and Empower Employees.
Innovation, Communication, and Education.
Product, Communication, and Education.
Trust, Education, and Communication.

55.) Your executive, finance and sales teams should be solving for and serving the customer.

TRUE
FALSE

54.) It’s not what you ____, but how you make them ____ that creates a lasting relationship.

say, feel
say, care
do, feel
do, look

53.) You’ve set out to determine how a “sales-ready lead” is defined within your organization. Which factors are most important to identify in order to determine if a lead is “sales-ready” or not?

Their level of fit and level of interest.
Their demographics and their role at their organization.
Their behavior on your site and their level of interest.
The content they’ve downloaded and their role at their organization.

52.) Which of the following is not a direct benefit of using sales and marketing dashboards?

Transparency into how each team is performing
Publicly shared data across the company
Easy to check your progress towards goals on a regular basis
Better specialization for each persona

51.) You find that some of your leads are not getting any follow up, while others are getting too many emails from both their sales rep AND your marketing team. Which of the following is most likely to be the cause?

Sales reps do not have the tools to prioritize their leads.
You have very few marketing qualified leads to email.
You don’t have enough content for each stage of the buyer’s journey.
You have not defined the lead handoff process from marketing to sales.

50.) Which of the following is a sign that you do NOT have closed-loop reporting set up?

The marketing team does not have a metrics-based goal.
The sales team says they don’t have enough leads.
You send leads to sales and only get negative feedback.
The sales team receives leads without additional intelligence about what content they viewed on your website.

49.) Which of the following is NOT a good topic to cover in a weekly smarketing meeting?

Updates on progress towards each team’s SLA / goals
Tips for following up with marketing leads based on recent campaigns
Discussions to resolve specific interpersonal disputes between Sales and Marketing
Updates about product features and services

48.) Traditionally, salespeople have interrupted prospects, pitched their product, and closed hard. As an inbound sales rep, how do you best put yourself in the position to be a sales educator?

Ask your prospect as many questions as you can think of.
Increase your number of LinkedIn followers.
Follow your own agenda.
Become the ultimate listening machine.

47.) When dealing with prospects over the phone, each prospect should always walk away having learned something from you – no matter the outcome of the call.

TRUE
FALSE

46.) Your sales manager wants you to focus on explaining the value of your product or service in a way that helps your prospect identify with the pain you solve for. Which of the following is the MOST effective way to accomplish this?

Ask close ended questions.
Use a static pitch about your product or services’ benefits.
Ask leading questions.
Use positioning statements.

45.) Your company has decided to use an inbound approach to sales. Which of the following does NOT align with your company’s new inbound sales practices?

Leveraging the buyer’s context on calls.
Using a static “sales pitch” on all calls.
Creating content for each stage of the Buyer’s Journey.
Building rapport with your prospect.

44.) Your company makes high-end LED light fixtures. You have two target audiences: architects who design commercial buildings and contractors who work on building renovations. You need to send a different email to each audience. Which of the following would be the most effective way to segment your list?

Segment by role and industry.
Segment by geography and role.
Segment by page views and geography.
Not enough information provided
Segment by page views and industry.

43.) Buyers have so much information available to them that they typically have already made 30% of their purchase decision before even talking to a sales rep.

TRUE
FALSE

42.) Which of the following is a way you could segment your contacts database?

State or province
Company industry
Job function
Number of social media followers
All of the above

41.) Which of the following is the BEST example of how email can be used to generate new leads?

Contacts replying to your email with new information about themselves.
Contacts forwarding your email to their networks.
Emails tailored to recipients through the use of personalization tokens builds trust in your organization.
High CTA click-through rate on a website page linked to in an email.

40.) Which of the following copy focuses on benefits, not features?

Grow your professional network.
This app automatically loads your conversion history
Get sent notifications in real time
Schedule email sends in advance

39.) Calls-to-action are primarily used for offers targeted to prospects who are in the awareness stage of the Buyer’s Journey.

TRUE
FALSE

38.) What do a CTA, landing page, and thank you page create when working together?

Conversion path
Promotion strategy
Marketing optimization
Marketing promotion

37.) You’ve created a thank you page that you want to use to not only deliver the offer, but also move people farther through the buyer’s journey. What can you add to your thank you page to help guide a potential customer to the decision stage of the Buyer’s Journey?

A call-to-action for an industry-related eBook.
A call-to-action for a product demo.
A link to your “About Us” page.
Social media sharing options.

36.) The goal of a call-to-action is to:

Bring users to a thank you page.
Guide website visitors to a landing page.
Ask anonymous visitors or existing contacts for their contact information.
Help sales reps call their most qualified leads.

35.) What defines a clear conversion path?

Multiple calls-to-action across your website that lead to the same landing page.
Consistency of images and text between calls-to-action and thank you pages but use of visually unique landing pages to promote form submissions.
Consistency of images and text between calls-to-action, landing pages, and thank you pages.
Multiple calls-to-action on one page to direct users where to click next.

34.) A landing page is specifically designed:

To give away checklists, whitepapers & eBooks.
To direct visitors to your thank you pages.
For leads to request demos, prices & quotes.
To convert visitors to leads.

33.) When an individual is looking to purchase a solution to solve a problem or fulfill a need/want, what is the typical order of their buyer’s journey?

1) Have realized and expressed symptoms of a potential problem or opportunity, 2) Have clearly defined and given a name to their problem or opportunity, 3) Have defined their solution strategy, method
1) Have clearly defined and given a name to their problem or opportunity, 2) Have defined their solution strategy, method or approach, 3) Have had their problem solved by their solution strategy.
1) Have realized and expressed symptoms of a potential problem or opportunity, 2) Have clearly defined and selected a solution type to solve the problem or opportunity, 3) Have defined their solution
1) Have clearly defined and given a name to their problem or opportunity, 2.) Have defined their solution strategy, method or approach, 3) Purchased their ideal solution and began to evaluate it.

32.) All visitors who download a whitepaper or eBook over 10 pages in length are qualified leads.

TRUE
FALSE

31.) A properly optimized landing page should contain which of the following components?

A relevant image; social media “share” icons; a clear, compelling and concise headline; benefits of the marketing offer in bullets.
A clear, compelling and concise headline; website navigation; social media “follow me” icons; a relevant image.
A clear, compelling and concise headline; website navigation; social media “share” icons; a relevant image.
Benefits of the marketing offer in bullets; social media “follow me” icons; a relevant image; website navigation.

30.) According to Gleanster Research, 50% of your leads are qualified but not yet ready to buy. Which two stages of the Buyer’s Journey are responsible for generating the majority of these leads?

Awareness & Consideration Stage
Awareness & Decision Stage
Consideration & Decision Stage
Decision & Purchase Stage

29.) Successful landing pages require you to: 1.) identify your buyer personas, 2.) identify the Buyer’s Journey stage, 3.) create a relevant offer, 4.) execute the conversion process and 5.) execute the landing page best practices.

TRUE
FALSE

28.) Fill in the blank: Remarkable content is _________, not __________-based.

Solution, product
Customer, prospect
Persona, sales
Solution, sales
Persona, product

27.) What are the two keys to creating remarkable content?

Buyer personas and the Buyer’s Journey
The Inbound Methodology and buyer personas
Buyer personas and those personas’ goals and challenges
The Buyer’s Journey and buyer demographics
The Inbound Methodology and the Buyer’s Journey

26.) Which of the following is the BEST definition of content?

Content is the message your inbound strategy delivers.
Content is eBooks and other offers behind your landing pages.
Content is your blog and website pages.
Content is your social media messages and blog posts

25.) When converting visitors into leads, you should only utilize consideration stage content.

TRUE
FALSE

24.) After watching the Inbound Certification classes, you’re inspired to create a piece of content about how inbound can be used in your industry. What’s the BEST way to deliver/distribute this piece of content?

Via a landing page
In a blog post
On your homepage and on a blog post
Share it via a series of social media messages
It depends on your business goals

23.) Your boss tells you that you need to double the number of NEW visitors to your site next month. In order to accomplish this feat, you decide to create a new piece of content. Which of the following content formats would be MOST likely to help you achieve your goal?

Educational eBook
Comparison whitepaper
Case study
Trial download

22.) How do personas factor into your social media strategy?

The way in which you position your content
The networks that you post on
They can be a source of inspiration for your content
All of the above
Creating Content with a Purpose

21.) Which of the following is/are NOT an effective way to optimize your social media profiles:

Keeping all profile headline consistent across platform
Adding as many keywords as possible to your bio or “about us” section
Customizing your profiles
A & B

20.) Beyond attracting visitors to your site and allowing for real-time customer service to delight customers, social media interaction is also valuable for:

None of the above
Social media is only valuable for attracting strangers and delighting customers.
Converting visitors into leads.
Closing leads into customers.
Converting visitors into leads and closing leads into customers.

19.) A lead tweets out that your latest offer is “completely lame.” What do you do?

Completely ignore the tweet.
Tweet back an apology and send them a free t-shirt in the mail.
Apologize and ask for a more detailed response via email so that you can do better job next time.
Send them a direct message with an apology so as to not cast your business in a negative light on your public Twitter feed.

18.) When it comes to social media, what is the “cocktail party” rule?

Don’t engage with any one user for an extended period of time; when it comes to social media, you want to “mingle.”
Don’t share anything on social media after more than two drinks.
Don’t talk only about yourself or hog the spotlight– share both your content and others’ content.
The flashier your profile, the more likely people are to interact with you.

17.) Which of the following is/are blog formatting best practices?

Posts should be 400-600 words in length.
Posts should include subheads and bold text where appropriate.
Posts should fill in whitespace using text and images
All of the above
Amplifying Your Content with Social Media

16.) A blog post from April 2012 has been helping drive a lot of organic traffic to your website in the last few years, but recently the views have decreased. What’s the BEST way to increase traffic again?

Update the blog post and republish with a new date.
Delete the post and create a new one on the same topic.
Duplicate the blog post.
Schedule at least 10 social media messages promoting the blog post.
Republish the blog post by completely revamping the blog post title.

15.) When writing blog posts, what or who should you first prioritize focusing on addressing with your content?

Your customers
Topics that you can write about
Search Engine Optimization (SEO)
Your buyer persona

14.) Which is the MOST important reason why blog post title length matters?

Titles under 200 characters in length have the best click-through rate.
The length of your blog post doesn’t matter as long as it’s enticing.
You want your full title to be seen on a search engine results page to help with the click-through rate.
If the title is too long it will be cut off on social media.

13.) Which of the following could be effective strategies for generating leads with your blog?

Include in-text links
Include a call-to-action (CTon the blog sidebar
Add a CTA to the bottom of a blog post
All of the above

12.) It’s the end of the year and you’re reporting on your most successful blog posts. What information do you use to determine which ones were the most successful?

Article views, author name, date
Blog comments, author name, inbound links
Article views, number of inbound links, call-to-action clicks
Call-to-action clicks, promotion channels, blog post length

11.) What are the most important on-page SEO elements?

Page title, URL, meta description, content, and page header
Page title, meta description, meta keywords, content and page headers
Page title, URL, meta description and meta keywords
Page title, URL, meta description, content and internal links
The Fundamentals of Blogging

10.) Understanding what a searcher’s intent is can help you to:

Know which keywords to place on your pages.
Align your company’s website design with their desired experience.
Create content that will satisfy their intention.
None of the above

9.) Which of the following should you not focus on to make a page easy to understand and crawl?

Topics
Inbound links
Formatting of content
Design

8.) You’re building a company website from the ground up. What is the first thing that you should do?

Decide on a general design and website architecture.
Define your buyer personas.
Build landing pages to convert future visitors to leads.
Keyword research–decide what keywords you plan to optimize your website for.

7.) Which of the following is NOT a component of good website formatting as discussed in the “Optimizing Your Website” class?

Visual components like pictures
Bullets
Image Sliders
Font hierarchy

6.) Webpage formatting best practices discussed in the “Optimizing Your Website” class apply to the following pages except:

Landing Pages
Homepage
Product & Pricing Pages
Blog Post Pages

5.) What are the three stages of the Buyer’s Journey?

Research, consideration, decision
Awareness, conversion, decision
Awareness, consideration, deliberation
Awareness, consideration, decision

4.) Which of the following is NOT an inbound best practice?

Create remarkable content
Use buyer personas
Leverage your content
Utilize PPC and pop-up ads
Use the Buyer’s Journey

3.) You’ve just spent the past week creating a 25-page eBook. You want to be sure all your hard work pays off and the eBook works as an effective lead generation tool. Which of the following is MOST essential to leveraging that eBook to achieve your business goals?

Ensuring the eBook content is evergreen
Adding social media sharing buttons to the eBook landing page
Utilizing the proper content distribution channels
Ensuring the eBook has an attractive cover and overall design

2.) Buyer personas represent the ideal customers your organization is trying to attract, convert, close, and delight. Personas are most effective in:

B2B and B2C organizations
Nonprofit, educational, and B2C organizations
B2B, B2G, and ecommerce organizations
All organization types

1.) Which of the following is the BEST definition of a buyer persona?

Personas are your target markets and represent your ideal customers.
Personas are semi-fictional characters that represent your ideal customers.
Personas are characters you create based on job title that represent who you’re trying to reach.
Personas are profiles you create based on one or two of your best customers