Practice Test Geeks(B2B) Business-to-Business Marketing certification Practice Test
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B2B Account-Based Marketing Flashcards

6 cards from real B2B practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 6 B2B Account-Based Marketing flashcards as text

  1. What is a multi-touch attribution model important for in ABM?

    Answer: Assigning credit across multiple content and sales touchpoints that influenced an account's progression

    Multi-touch attribution distributes revenue credit across all the marketing and sales interactions that contributed to closing an account, helping optimize ABM investment allocation.

  2. Which technology platform is most commonly used to orchestrate ABM programs?

    Answer: A CRM combined with a dedicated ABM platform like Demandbase or 6sense

    ABM platforms integrate with CRM to provide account identification, intent data, audience activation, and engagement analytics needed to run coordinated multi-channel programs.

  3. What is 'account surging' in ABM technology?

    Answer: A spike in intent signals indicating an account is actively researching a buying decision

    Account surging describes a significant uptick in intent data signals for a specific account, indicating heightened research activity and an opportunity for timely, relevant outreach.

  4. What is the difference between ABM and Account-Based Selling (ABS)?

    Answer: ABM is a marketing-led strategy while ABS is the sales execution targeting the same accounts

    ABM and ABS are complementary disciplines—ABM runs personalized marketing campaigns to generate and nurture account interest, while ABS coordinates sales motions to convert that engagement into revenue.

  5. How should B2B marketers measure ABM program health during the quarter?

    Answer: By tracking account engagement velocity, pipeline progression, and coverage within the buying committee

    In-quarter ABM health is assessed by whether target accounts are engaging with content, sales conversations are progressing, and all key buying committee members have been reached.

  6. What is 'dark funnel' activity relevant to ABM programs?

    Answer: Buyer research and engagement happening on channels not tracked by your marketing tools

    The dark funnel refers to buyer behavior on third-party review sites, peer communities, and private channels that influence decisions but remain invisible to standard attribution tracking.