Chapter 10: Lead Generation and Conversion in B2B Markets
MULTIPLE CHOICE
1. The basic marketing strategies include:
a. customer value growth.
b. customer conversion.
c. both of the above.
2. Reasons the lead generation and management process is important include:
a. regulating the number of sales that are made.
b. reducing the cost of sales.
c. proving to management that marketing is showing results.
3. Which do managers see as most important?
a. Generating high quality leads
b. Generating a large quantity of leads
c. Creating a relationship with people who might become leads at a later date
4. ________ is the term used to describe the process of creating customer demand beginning with
awareness and continuing through customer development.
a. Demand generation
b. Content marketing
c. Lead generation
5. The Juan Eloqua lead generation program is a good example of:
a. a single step marketing program.
b. email as the only channel necessary for lead generation.
c. multiple step program including email and website content.
6. Which is a true statement about the B2B buy cycle?
a. Most companies determine the type of buying cycle they use.
b. The B2B buy cycle implies a process with multiple participants that occurs over time.
c. The B2B buy cycle applies only to large manufacturing corporations.
7. Essential steps in the lead generation and management process include:
a. follow up to convert leads to sales.
b. personal interviews with prospective customers.
c. identifying some leads as not useful.
8. Communication channels for generating sales leads include:
a. trade shows in the real world.
b. online advertising.
c. both of the above.
9. Sources of inbound marketing sales leads include:
a. sales leads purchased from marketing agencies.
b. cold calling by the field sales force.
c. neither of the above.
10. Inbound marketing includes:
a. content marketing.
b. television advertising.
c. direct mail promotions.
11. ________ is the term used for distributing items as widely as possible on the web and taking steps
to ensure that they can be found by prospective customers.
a. Inbound marketing
b. Buying cycle
c. Content marketing
12. Which of the following can be part of a content marketing strategy?
a. Customer comments posted on Facebook
b. Television ads posted on YouTube
c. Both of the above
13. Which of the following is a true statement about the cost of lead generation programs?
a. It costs about the same to generate a B2C lead as it does to generate a B2B lead.
b. Leads generated by inbound marketing are generally less expensive.
c. Most B2B companies can generate leads at about the same cost.
14. Qualifying sales leads means:
a. determining which communications channel produced the lead.
b. asking a standard set of questions to determine needs and budget.
c. having a sales rep call on the prospect.
15. Which is part of a lead distribution process?
a. Passing on sales-ready leads to the sales force
b. Discarding leads that are not sales ready
c. Continuing to contact leads that do not meet qualifying criteria
16. The EDGAROnline case history showed that:
a. it is not possible to increase the number of leads generated.
b. a lead scoring system can increase the number of leads correctly classified.
c. it is unlikely that the number of leads closed can be increased.
17. What is a true statement about the definition of conversion?
a. Conversion simply means the sales lead making a purchase.
b. The definition of conversion is likely to change for different teams involved in the process.
c. It is not possible to define conversion.
18. Customer personas:
a. are used to breathe life into the data of customer profiles.
b. are only used in B2B marketing.
c. can only be used by the marketing department.
19. Purchasing scenarios:
a. are different from scenarios used in corporate strategy development.
b. are helpful to various departments in the company.
c. are developed by outside agencies to corporate specifications.
20. Testing landing pages:
a. rarely results in improvements in the lead generation and conversion process.
b. takes extensive time and cost that is beyond the resources of most corporations.
c. can produce measurable improvements in the lead generation and management process.
21. Conversion paths:
a. only apply to very large websites.
b. show how people move through a website.
c. are the same for all market segments.
TRUE/FALSE
1. Conversion of leads into sales is one of the basic marketing objectives.
2. B2B marketers typically make use of lead generation and management programs to create awareness
of their products.
3. Quantity of sales leads matters more than quality.
4. B2C marketers never use the sales lead and management process.
5. The B2B buy cycle has noticeable similarities to the consumer decision process.
6. The only way to generate sales leads online is to advertise.
7. All marketers can find a single communications channels that fulfills their lead generation needs.
8. Inbound marketing represents a way to generate sales leads in a cost effective manner.
9. Content marketing means getting the permission of other companies to reproduce their online
companies.
10. Sales leads are qualified by asking a set of questions about customer needs and ability to make
the purchase.
11. Lead scoring requires a model that computes a score based on a number of variables.
12. Conversion means the same thing to all companies and to all departments within the company.
13. Customer personas are the same as customer profiles.
14. Creating a purchasing scenario is essentially writing a story about how a specific segment of
customers goes through the buying process.
15. Landing pages are optional in the sales lead generation process.
16. A conversion path describes the movement of a particular customer or groups of customers
through the website.