KELTRON KNOWLEDGE SERVICE CENTRE

Module 1
INBOUND FUNDAMENTALS
Course: PGDMBA
Batch: 1
Exam Code:
Date :

Max Mark : 50
Time: 1 Hour
General Guidelines:
1. All questions are compulsory.
2. Each Question carries 1 mark.
3. No Negative Mark.
4. Mobile phone, pager or any other electronic communication devices are not permissible in
the examination hall.
Answer All Questions
1. Which of the following is the BEST definition of a buyer persona?
A.
B.
C.
D.

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 titles that represent who youre trying to reach.
None of these

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

A.
B.
C.
D.

Create remarkable content

Use buyer personas
Leverage your content
Utilize PPC and pop-up ads

3. What are the three stages of the Buyers Journey?

A. Research, consideration, decision
B. Awareness, conversion, decision
C. Awareness, consideration, deliberation
D. Awareness, consideration, decision

4. Webpage formatting best practices discussed in the Optimizing Your Website class apply to the
following pages except:
1
PTO

A.
B.
C.
D.

Landing Pages
Homepage
Product & Pricing Pages
Blog Post Pages

5. Which of the following is NOT a component of good website formatting as discussed in the
Optimizing Your Website class?
A.
B.
C.
D.

Visual components like pictures

Bullets
Image Sliders
Font hierarchy

6. Youre building a company website from the ground up. What is the first thing that you should do?
A. Decide on a general design and website architecture.
B. Define your buyer personas.
C. Build landing pages to convert future visitors to leads.
D. Keyword researchdecide what keywords you plan to optimize your website for.

7. Which of the following should you not focus on to make a page easy to understand and crawl?
A. Topics
B. Inbound links
C. Formatting of content
D. Design
8. Understanding what a searchers intent is can help you to:
A. Know which keywords to place on your pages.
B. Align your companys website design with their desired experience.
C. Create content that will satisfy their intention.
D. None of the above
9. Which of the following could be effective strategies for generating leads with your blog?
A. Include in-text links
B. Include a call-to-action (CTA) on the blog sidebar
C. Add a CTA to the bottom of a blog post
D. All of the above

2
PTO

10. When writing blog posts, what or who should you first prioritize focusing on addressing with your
content?
A. Your customers
B. Topics that you can write about
C. Search Engine Optimization (SEO)
D. Your buyer persona
11. 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. Whats the BEST way to increase traffic again?
A.
B.
C.
D.

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.

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

A.
B.
C.
D.

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

13. When it comes to social media, what is the cocktail party rule?
A. Dont engage with any one user for an extended period of time; when it comes to social media,
you want to mingle.
B. Dont share anything on social media after more than two drinks.
C. Dont talk only about yourself or hog the spotlight share both your content and others
content.
D. The flashier your profile, the more likely people are to interact with you.
14. Beyond attracting visitors to your site and allowing for real-time customer service to delight
customers, social media interaction is also valuable for:
A. None of the above
B. Social media is only valuable for attracting strangers and delighting customers.
C. Converting visitors into leads.
D. Closing leads into customers.
15. Which of the following is/are NOT an effective way to optimize your social media profiles:
A. Keeping all profile headline consistent across platform
B. Adding as many keywords as possible to your bio or about us section
C. Customizing your profiles
D. A & B

3
PTO

16. How do personas factor into your social media strategy?

A. The way in which you position your content
B. The networks that you post on
C. They can be a source of inspiration for your content
D. All of the above
17. Which of the following is the BEST definition of content?
A. Content is the message your inbound strategy delivers.
B. Content is eBooks and other offers behind your landing pages.
C. Content is your blog and website pages.
D. Content is your social media messages and blog posts
18. What are the two keys to creating remarkable content?
A.
B.
C.
D.

Buyer personas and the Buyers Journey

The Inbound Methodology and buyer personas
Buyer personas and those personas goals and challenges
The Buyers Journey and buyer demographics

19. A landing page is specifically designed:

A. To give away checklists, whitepapers & eBooks.
B. To direct visitors to your thank you pages.
C. For leads to request demos, prices & quotes.
D. To convert visitors to leads.
20. The goal of a call-to-action is to:
A. Bring users to a thank you page.
B. Guide website visitors to a landing page.
C. Ask anonymous visitors or existing contacts for their contact information.
D. Help sales reps call their most qualified leads.
21. Which of the following is the BEST example of how email can be used to generate new leads?
A. Contacts replying to your email with new information about themselves.
B. Contacts forwarding your email to their networks.
C. Emails tailored to recipients through the use of personalization tokens builds trust in your
organization.
D. High CTA click-through rate on a website page linked to in an email.
22. Your company has decided to use an inbound approach to sales. Which of the following does NOT
align with your companys new inbound sales practices?
A. Leveraging the buyers context on calls.
B. Using a static sales pitch on all calls.
C. Creating content for each stage of the Buyers Journey.
D. Building rapport with your prospect.

4
PTO

23. Which of the following is a sign that you do NOT have closed-loop reporting set up?
A. The marketing team does not have a metrics-based goal.
B. The sales team says they dont have enough leads.
C. You send leads to sales and only get negative feedback.
D. The sales team receives leads without additional intelligence about what content they viewed
on your website.
24. What are the pillars of customer delight?
A. Delight Employees, Educate Employees, and Empower Employees.
B. Innovation, Communication, and Education.
C. Product, Communication, and Education.
D. Trust, Education, and Communication.
25. Your computer is on its last legs and youre hoping to purchase a new one that suits your needs before
your existing desktop model finally bites the dust. Since its been a while since youve purchased a
computer, youre not quite sure what your options are. Which stage of the buyers journey are you
most likely in?
A. Awareness
B. Comparison
C. Decision
D. Not enough information available to choose
26. 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.
A. Content, context
B. Content, content marketing
C. Context, inbound marketing
D. Content, the Buyers Journey
27. Why is analyze not depicted in the Inbound Methodology diagram?
A. Youll know whether your strategy is working or not based on if youre getting more promoters.
B. Analysis is most important in terms of closed-loop reporting.
C. Analysis is a given: it should be a part of every single thing you do with inbound.
D. Analysis is primarily important in the attract, convert, and close stages
28. Which of the following is NOT a primary way to research buyer personas?
A. Conduct in-person interviews with current customers.
B. Look for questions potential and current customers ask on social media.
C. Use inferences about their likes and dislikes based your own business experience.
D. Talk to well-qualified prospects.

5
PTO

29. We optimize our website for search engines.

A. True.
B. False, we optimize for buyer personas and search engines.
C. False, we optimize our site to get more leads and customers.
D. False, we optimize our site to delight our customers.
30. Google believes that when people complete a search using a search engine, theyre looking to do the
three following things at their highest level:
A.
B.
C.
D.

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

31. You let your team know that you need to start blogging on a consistent and frequent basis to start
seeing the results that youre looking for. They ask you what that means in a more numeric sense.
How would you respond?
A. As often as we want to get found online.
B. Weekly.
C. 2-3 times per week.
D. Daily.
32. Where do MOST blog posts fit into the Buyers Journey?
A. Attraction stage
B. Consideration stage
C. Awareness stage
D. Decision stage
33. 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?
A. 70 characters
B. 55 characters
C. 100 characters
D. Character count doesnt matter
34. Which of the following is/are NOT an effective way to optimize your social media profiles:
A. Keeping all profile headline consistent across platform
B. Adding as many keywords as possible to your bio or about us section
C. Customizing your profiles
D. A & B
35. 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:
A. In the Buyers Journey
B. On your website
C. On your blog
6
PTO

D. In the Inbound Methodology

36. Which of the following descriptions would make the BEST thank you page for an awareness stage
offer?
A. A thank you page that has a CTA promoting a decision stage offer, a video on the company
vision, and social sharing buttons.
B. A thank you page that delivers the offer, has a CTA promoting a consideration stage offer, and has
social sharing buttons.
C. A thank you page that delivers the offer, has social sharing options, and has a pop up for a sales
call.
D. A thank you page that delivers the offer, has a CTA promoting an awareness stage offer, and has
social sharing buttons.
37. 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. A landing page with the headline Download our free guide!
B. A landing page with the headline Download our complimentary guide!
C. A Twitter search for people talking about the guide.
D. A thank you page with the headline Thanks for downloading our guide!
38. What are the three elements you must get right in order to be successful with your email marketing?
A. Context, actionability, and target
B. Context, audience, and target
C. Content, actionability, and timing
D. Content, audience, and timing
39. Which of the following types of content would not be appropriate to email to someone in the
decision stage of the Buyers Journey?
A. A report on the ROI of regular business blogging.
B. A product demo of a blogging tool.
C. An infographic about the benefits of business blogging.
D. A case study on a business who saw an increase in traffic after blogging regularly.
40. Youve just completed all your research on your new lead. Now its time to pick up the phone! What
are the 4 guidelines to keep in mind when connecting with your leads over the phone?
A.
B.
C.
D.

Build rapport, know your audience, speak the prospects 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

7
PTO

41. In order for sales reps to be looked to as trusted advisors, what is the MOST important thing they
must first do?
A. Be in their industry for 10 or more years.
B. Tell the prospects what to do in order to get quick wins.
C. Build up their personal brand as a thought leader in their industry.
D. Have a lot of LinkedIn connections.
42. Which of the following is the best example of why the sales process has changed?
A. Sales reps want to remain in control.
B. Buyers have difficulty finding the right information online.
C. Sales reps were bored.
D. Buying habits have changed.
43. Which of the following are good metrics for your Marketing team to track in order to measure
progress towards their goal?
A. Revenue pipeline generated
B. Leads generated
C. Marketing qualified leads generated
D. Actual revenue achieved
E. Any of the above

44. Which of the following is the BEST definition of a Service Level Agreement (SLA)?
A. An agreement between Sales and Marketing that defines how many lead generation offers
Marketing must create in order for Sales to reach their quota.
B. An agreement between Sales and Marketing that defines what each team commits to
accomplishing in order to support continual company growth.
C. An agreement between Sales and Marketing that defines what each team commits to
accomplishing in order to support the other.
D. An agreement between Sales and Marketing that defines how many Marketing Qualified Leads
will be passed off to Sales each month.
45. According to the delight class, which of the following is most essential to customer delight?
A. Build rapport with your customers.
B. Create content just for customers.
C. Foster open communication with customers.
D. Build trust with your customers.
46. What is the content golden rule?
A. The Law of Diminishing Returns: dont add more information or design into your content than is
necessary.
B. The 80/20 Rule: 80% of your content should be customer-focused, 20% of your content should
be sales-related.
C. The Cocktail Party Rule: dont just talk about yourself, involve others, as well.
D. The Frequency Rule: publish content at least 2 times a week.

8
PTO

47. Why is delight only a post-sale activity?

A.
B.
C.
D.

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

48. 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?
A. Understand what content originally attracted them to your site
B. Understand where they are in the Buyers Journey
C. Make an educated guess about which persona youre talking to and who they are as an individual
D. Understand who youre talking to and where they are at in the Buyers Journey
49. 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?
A. You cannot scale sales and marketing alignment to a large organization
B. Create a Marketing dashboard to email to the entire Sales team
C. Have the VP Marketing and VP Sales sit next to each other
D. Choose Marketing and Sales leaders from each division to maintain alignment across the
company
50. 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 emails context?
A. The best time of day to send emails
B. The leads stage in the Buyers Journey
C. The top performing content in past emails
D. The pain-points associated with a persona segment

9
PTO