1. Lifestyler loop is the inbound way ahead –relate this statement to a real life brand and explain the following:
How does a lifestyler loop enrich the buyer journey?
How are lifestyler and buyer personas different?
What are the ways to identify and harness Lifestylers? (10 Marks)
2. “Attraction is the strategy of inbound marketing”. Relate this statement to the following,
What are the attraction points to get buyers to get inbound?
How do Lifestylers create attraction among fellow buyers? How does the cult created by the Lifestylers educate & encourage others? – for a specific product (choose any real product that you like and use) (10 Marks)
3. Case Study: A large automobile manufacturer produces electric vehicles that are sold to large organizations for inter block commute. Most of their customers are large corporates with an average revenue of $10 billion. The manufacturer needs to identify the DecisionMaking Units and perform Account Based Marketing to its top accounts in Europe in an inbound manner. The goal of inbound marketing by targeting DMUs & in ABM fashion is to deepen the relationships with the CXOs in each of the accounts. Given this background, please answer the following,
a. Outline a lead profiling, scoring grid, and stages for this campaign. Focus on explaining how you will track the conversion from different stages such that the Sales and Marketing are effectively aligned. (5 Marks)
b. How will you perform Conversion Rate Optimization (CRO) for this ABM campaign across the DMU stakeholders? (5 Marks)
University: NMIMS