Inbound Certification

Transcription

1 Lesson 1: Inbound Fundamentals Inbound is a fundamental shift in the way you do business and is a philosophy based on helping people. The inbound approach to doing business is more human and customer-centered. Learn about why this shift has happened, how buying behaviors are evolving, and the fundamentals of an inbound business. What is inbound? What is the inbound methodology? What are the fundamentals to an inbound business? Inbound definition Inbound core tenents Inbound methodology Company culture Buyer personas Buyer s journey Inbound tool stack What is inbound? What are the core tenents of inbound? What are the stages of the inbound methodology? What are the fundamentals of an inbound business? What is company culture? What can a culture code framework consist of? What is a buyer persona? What are the buyer s journey stages? What does an inbound tool stack need?

2 Lesson 2: Attracting Strangers to Your Business The attract stage of the inbound methodology is what can really affect your bottom-line results. Because buyers feel more empowered with the internet and technology, they re asking and searching for answers to their problems. Your website and your content are what s helping fuel the inbound methodology. If you can get a visitor to your website, you then have a potential of getting their attention and giving them information that they d find valuable. Why is marketing evolving? How can you attract website visitors? How can you use content distribution to attract visitors? Inbound marketing Content Buyer personas Buyer s journey Search engine optimization (SEO) Topic clusters Social media 1. What is inbound marketing? 2. What is content? What is context? 3. What is content defined by? 4. What is SEO? 5. What is a featured snippet? 6. What is a topic cluster? 7. Why is mobile relevant to SEO?

3 Lesson 3: Converting Your Visitors If you ve been able to attract visitors, the next step in the inbound methodology is to convert those visitors into leads. The conversion process isn t as simple as it used to be. If you want to excel at the conversion stage, it requires a lot of experimentation and a lot of learning. Learn about conversion rate optimization and the basics that you'll need for a website that helps you convert your visitors into leads. What is conversion? How do you use conversions? What is conversion rate optimization? What is an inbound website? Conversion Calls-to-action Conversion rate Conversion rate optimization (CRO) Inbound website 1. What is the definition of conversion? 2. What is a call-to-action? 3. What is a conversion path? 4. What is a conversion rate? 5. What are the different CRO phases? 6. What s the difference between qualitative and quantitative user research? 7. When it comes to CRO, how should A/B testing be used? 8. How can chat be used for conversions? 9. What are the steps to creating an inbound website? 10. What is a blink test?

4 Lesson 4: Closing Your Leads The way you close a customer sales process has changed dramatically and there s a good reason for that: consumer buying habits have changed. That s why the close stage of the inbound methodology is so critical. An empowered buyer has just shifted what it means to close a customer. It s less about closing and more about advising. The sales process needs to adjust in order to support the ever-changing buying process. Why has Sales changed? How to transform the way you sell What is the inbound sales strategy? Inbound sales Lead nurturing Lead scoring Lead qualification matrix Sales enablement 1. What s the difference between traditional and inbound sales? 2. What s lead nurturing? 3. What are the different lead nurturing tactics? 4. How do you use a lead qualification matrix? 5. Sales enablement 6. What are the phases of an inbound sales strategy? 7. What tools do you need to do inbound sales?

5 Lesson 5: Delighting Your Customers Lesson Description: Customers are in control, so happy customers are the best way to grow your business. Your customers don t want to be put into your process. Customers want to be treated like a human not a number. That s why the delight stage of the inbound methodology is so important. The inbound methodology doesn t just end with closing a customer. To be an inbound business, you need to have a system in place to help delight those customers so that they become promoters. Why is delight important? How can you help customers grow? What tools can be used for customer success? Customer service Customer support Customer success Voice of the customer (VoC) Net promoter score (NPS) Inbound customer service 1. Why are customers your best channel to market to? 2. What is the difference between customer service, customer success, and customer support? 3. Why is empathy important to customer success? 4. How can you collect the voice of the customer? 5. Why is active listening important? 6. How do you calculate net promoter score (NPS)? 7. What are the different ways you can collect customer feedback? 8. What is the inbound service framework? 9. What tools are needed for inbound customer service?