B2B Data Analytics & Performance Measurement 3

Question 1

A B2B marketer is using cohort analysis on their demand waterfall. What question does this technique best answer?

Accepted Answer

How do groups of leads acquired in the same period perform over time compared to other cohorts?

Answer

Cohort analysis tracks groups of leads acquired in the same timeframe, revealing whether conversion performance improves or degrades across acquisition periods.

Question 2

In B2B account-based analytics, 'account engagement score' typically aggregates signals from:

Accepted Answer

Intent data, web activity, content downloads, and event participation across all buying group members

Answer

Account engagement scores roll up behavioral signals from multiple stakeholders within the account to reflect overall account-level interest and readiness.

Question 3

What problem does 'closed-loop reporting' solve in B2B marketing?

Accepted Answer

It connects marketing campaign data back to closed revenue by syncing CRM outcomes into the marketing automation platform

Answer

Closed-loop reporting links marketing touchpoints to final CRM outcomes (won/lost), enabling accurate attribution of revenue to marketing activities.

Question 4

A company's cost per opportunity (CPO) is $4,200 and average deal size is $28,000. If win rate is 25%, what is the cost to acquire one customer (CAC) via this channel?

Accepted Answer

$16,800

Answer

CAC = CPO ÷ win rate = $4,200 ÷ 0.25 = $16,800, since you need four opportunities to win one deal.

Question 5

Which statistical concept helps B2B marketers determine whether an A/B test result is unlikely to be due to chance?

Accepted Answer

Statistical significance (p-value)

Answer

Statistical significance (measured by p-value) indicates the probability that observed differences between variants occurred by random chance, typically requiring p < 0.05.

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

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

B2B Data Analytics & Performance Measurement 3