B2B Data Analytics & Performance Measurement 2

Question 1

A B2B marketer notices that MQL-to-SQL conversion rate dropped from 32% to 18% over one quarter. Which analysis should be performed first?

Accepted Answer

Segment MQLs by source, persona, and campaign to isolate the drop's origin

Answer

Segmenting by source, persona, and campaign allows you to pinpoint where the degradation originated before making changes.

Question 2

What does a 'velocity' metric measure in a B2B sales funnel?

Accepted Answer

The average time prospects take to move between pipeline stages

Answer

Velocity measures how quickly leads or deals progress through funnel stages, revealing bottlenecks that slow revenue generation.

Question 3

In multi-touch attribution, the 'linear' model distributes credit by:

Accepted Answer

Splitting credit equally across all touchpoints in the buyer's journey

Answer

The linear model assigns equal credit to every recorded touchpoint, acknowledging that each interaction contributed equally.

Question 4

A B2B company wants to measure 'pipeline coverage ratio.' Which formula is correct?

Accepted Answer

Total pipeline value ÷ revenue quota for the same period

Answer

Pipeline coverage ratio compares total pipeline value to revenue quota, indicating whether there is enough opportunity to meet targets.

Question 5

Which metric best indicates the long-term value potential of a B2B account segment?

Accepted Answer

Customer lifetime value (CLV)

Answer

Customer lifetime value captures the total expected revenue from an account over the entire relationship, reflecting long-term segment worth.

(B2B) Business-to-Business Marketing certification Practice Test