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HubSpot Inbound Certification Exam Answers

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HubSpot Inbound Certification Exam Answers

  • It’s the active research process someone goes through leading up to a purchase.
  • It’s the experience your prospect goes through when learning about your brand.
  • It’s the inbound methodology but from the buyer’s perspective.
  • It’s the set of actions that a buyer goes through after he or she made a purchase.
  • Awareness
  • Consideration
  • Decision
  • All of the above
  • All departments
  • Just marketing
  • Just marketing and sales
  • All customer-facing departments
banner
  • True
  • False
  • True
  • False
  • content library
  • current customer base
  • inbound tool stack
  • sales-qualified leads
  • Get Found, Convert, Analyze
  • Attract, Engage, Close
  • Attract, Engage, Delight
  • Attract, Convert, Close, Delight
  • True
  • False
  • You answer questions and provide solutions for the challenges your prospects and customers face.
  • You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.
  • You exceed a prospect or customer’s expectations so much that they’ll want to tell their friends and family about you.
  • You collect information about the individual you’re working with.
  • The engage stage begins when a purchase occurs.
  • The engage stage begins when a customer leaves you.
  • The engage stage begins when a prospect or customer takes a desired action.
  • The engage stage begins when a prospect or customer proposes you give them a discount.
  • sharing your brand
  • expressing your opinions
  • sharing your knowledge
  • building a brand
  • True
  • False
  • funnel
  • obelisk
  • flywheel
  • cyclone
  • A knowledge base
  • A notepad
  • A CRM system
  • An email provider
  • True
  • False
  • Flywheels store momentum.
  • Flywheels represent a circular process rather than a linear one.
  • Flywheels are able to stand unsupported for an indefinite amount of time.
  • Flywheels accelerate as you add more energy to them.
  • True — even a single unhappy customer will scare away potential customers, so you need to hold your teams to a standard of pleasing every single customer they work with.
  • True — if you aren’t providing a flawless customer experience to every one of your customers, you aren’t operating a flywheel company.
  • False — not all customers are going to be happy all the time, but your flywheel can counteract their unhappiness by increasing the total size of your customer base.
  • False — thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible, even to your most difficult customers.
  • By investing as much money into things that drive customer happiness—such as support teams and product improvements—as you do into acquiring new customers through marketing and sales.
  • By making sure funds are evenly distributed to each section of the flywheel. Marketing, sales, and customer support should each have equal proportions of the overall budget.
  • If your flywheel is truly successful, you won’t need to allocate resources to marketing at all because customer word-of-mouth will provide all of your new prospects.
  • If your flywheel ever slows down, you can speed it back up by funding more customer discounts.
  • Marketing
  • Sales
  • Advertisements
  • Word-of-mouth
  • The flywheel replaces all funnels.
  • A flywheel and a funnel represent the same basic premise.
  • Individual funnels can be interconnected within a flywheel.
  • Creating a flywheel is the first step in developing a robust funnel.
  • If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.
  • It’s impossible for a funnel to apply to multiple teams.
  • Funnels inevitably cause friction between teams.
  • A flywheel replaces the standard org chart by showing each individual employee and team their relationship to every other employee and team.
  • The inbound methodology has arrows to show the direction your flywheel should spin.
  • The inbound methodology is shown as a circle. It presents the flywheel that will drive your businesses growth.
  • The only way to make your company operate like a flywheel is to use inbound techniques.
  • The inbound methodology represents a funnel that exists in one part of your company’s flywheel.
  • Defining a culture that encourages employees to focus on fulfilling the company’s purpose
  • Holding regular training sessions to remind employees what the company’s purpose is and teach them what they need to do to fulfill it
  • Having a randomly selected employee recite the company’s purpose verbatim at the beginning of every meeting
  • Adding the company purpose to every employee’s email signature
  • The company’s mission
  • The company’s values
  • What customers say about the company
  • The way employees behave when unsupervised
  • A framework for defining internal job titles and descriptions.
  • The idea that a company should only have as many employees as it has “vital, relevant jobs” to do.
  • A method for understanding why people buy certain products and services.
  • A management system created by Steve Jobs.
  • The first time a potential employee hears about your company.
  • The first time a potential customer realizes they have a need.
  • The day your company was founded.
  • The day you were hired into your current role.
  • Our customers buy our product because it helps them feel more confident in social situations.
  • When I’m on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.
  • XYZ, Inc. was founded in 1902 in Paris, France as a manufacturer of electric generators. Over the past century, they’ve grown from a regional manufacturer into an international power solutions leader.
  • Our support team is responsible for helping customers find the answers they need as quickly as possible.
  • Demographic information
  • Functional requirements
  • Financial requirements
  • Personal identity
  • Your back office teams should define and maintain your company’s purpose and find ways to share it with the rest of the company.
  • Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.
  • Back office teams should be aware of your company’s purpose but will not be affected by it directly.
  • Back office teams should audit customer-facing teams to ensure the company’s purpose is being fulfilled.
  • A list of demographic information that correlates with an interest in buying your product
  • An individual prospect that your company has identified as a good fit for your offering who will likely be receptive to outreach from your teams
  • A description of your ideal buyer that sounds like it’s talking about an individual person but is based on aggregated information about your target market
  • A sentiment analysis of a prospect that tells you how cooperative they’ll be during the sales conversation
  • The marketing department because buyer personas are primarily a marketing tool.
  • The sales team because buyer personas are primarily meant for qualifying leads.
  • All customer-facing teams because a good buyer persona can provide value to marketing, sales, and services.
  • Executive leadership because a good buyer persona will rally the company around the leadership’s vision of the ideal customer.
  • Marketing should create your buyer personas because they have the most data about prospects.
  • Services should create your personas because they have the most data about customers.
  • Your executive leadership should create your buyer personas because they best understand the company vision.
  • Anybody who interacts with your customers, directly or indirectly, should be invited to give input.
  • Back office teams don’t need to be involved in creating buyer personas, but they should understand and accept the finished personas.
  • Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.
  • Back office teams should own the buyer persona creation process because they are less biased than customer-facing teams.
  • Back office teams shouldn’t be involved with buyer personas at all because they don’t interact with customers directly.
  • True — you need to get input from as many people as possible, but you should have one person who is accountable for making sure personas are created and maintained.
  • True — having more than one person involved in the creation process can lead to inconsistencies within a single persona.
  • False — if one person is in charge of personas, their point of view will be disproportionately represented in the personas they produce.
  • False — personas should be created and maintained by a cross-functional task force that operates with a flat structure where no one member of the team has any more authority or responsibility than any other team member.
  • Your company’s purpose is created by combining your buyer personas together into a single company persona.
  • Your company’s purpose describes the culture your employees experience while buyer personas describe your company’s responsibility to customers.
  • The people who buy from your company (personas) are the only ones who understand the mission your company is trying to accomplish (purpose).
  • Having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas).
  • The number of people represented by that persona that they need to bring to the website each month
  • How the persona finds answers to problems and how they prefer to be communicated with
  • The persona’s first name and email address so that they can be sent personalized marketing emails
  • The size of the target market represented by each persona
  • The size of the target market represented by each persona
  • The full name, title, and direct phone number of the persona so that they can reach out and initiate a sales conversation
  • The goals and challenges the persona typically has that your product can help with
  • Their quota for the number of sales they need to close with that persona each quarter
  • Their service level agreement (SLA) when serving people who match that persona
  • The percentage of your customer base represented by that persona
  • The persona’s full contact information and purchasing history so that they know how to respond to service calls from them
  • The parts of your offering that the persona likes most and least
  • Rely on the information in the persona and ignore apparent differences. Personas often contain information that people don’t know about themselves and should be trusted over anything the individual person says.
  • Focus on serving the person using the information they provide even if it doesn’t match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.
  • Send the person back to marketing. Marketing will nurture the person until they’re more qualified for sales outreach and match their persona more closely.
  • Create a new persona. In order for personas to be as accurate as possible, your team may need to have almost as many personas as you have prospects, leads, and customers
  • Objectives are statements that define the quantitative outcome of your goal.
  • Objectives are statements that define the qualitative outcome of your goal.
  • Objectives are statements you use to benchmark and monitor the progress toward your key result.
  • Objectives are statements you use to benchmark the performance of every individual contributor.
  • Key results are how you quantitatively benchmark and monitor how you get to the objective.
  • Key results are how you qualitatively benchmark and monitor how you get to the objective.
  • Key results are statements you use to benchmark the performance of every individual contributor.
  • Key results are reports that explain how you know how your competitors are performing.
  • The three horizon framework is the sun’s relative position to the earth at any point of the day.
  • The three horizon framework is a way to allocate stock in your business’s investment portfolio.
  • The three horizon framework is a performance plan that enables you to see the best and worst performers on your team.
  • The three horizon framework is a way to conceptualize what your business wants to accomplish in the short term, mid term, and long term.
  • The initiatives you take to power short-term success
  • The initiatives you take to power mid-term success
  • The initiatives you take to power long-term success
  • The initiatives you choose to omit or de-prioritize or de-prioritize
  • The initiatives you take to power short-term success
  • The initiatives you take to power mid-term success
  • The initiatives you take to power long-term success
  • The initiatives you choose to omit or de-prioritize
  • True
  • False
  • 5-6
  • 7-8
  • 2-3
  • 9-10
  • a contact database
  • external thought leaders
  • your expertise
  • sales reps’ knowledge
  • goals
  • first name
  • information
  • email address
  • Ad retargeting
  • Calling
  • Pillar pages
  • All of the above
  • True
  • False
  • A company’s purpose is to generate profits.
  • A company’s profits enable it to fulfill its purpose.
  • A company’s profits distracts from its purpose.
  • A company’s purpose drives profits.
  • Your customer wants your product to reflect what they believe about the world.
  • You have to understand a customer’s personal identity in order to understand the job they’re hiring your product to do.
  • By researching the job your product does, you’ll better understand the identity of your customer.
  • By researching your customer’s personal identity, you’ll uncover the job they’re trying to get done.
  • Make your best guess based on the reason you’re starting your company.
  • Wait until you have at least 100 customers, and then interview 10 or 12 of them.
  • Put a plan in place to interview your first few customers soon after they buy from you.
  • Ask customers of your competitors why they bought the products they did.
  • Happy customers generate more customers through word-of-mouth recommendations.
  • Word-of-mouth from unhappy customers can prevent potential customers from buying.
  • Happy customers are more likely to become repeat customers.
  • All of the above
  • True
  • False
  • By merging the sales and services teams into a single team
  • By giving more visibility into the steps involved to make the handoff go smoothly
  • By having salespeople take on post-sale responsibilities
  • By providing more granular reporting during the sales process
  • becoming a trusted advisor to a prospect
  • attracting prospects and customers through relevant and helpful content
  • immediately adding value to a prospect’s buyer’s journey
  • exceeding a prospect’s expectations in the buying process so that they’ll want to tell their friends and family about your company
  • 94%
  • 74%
  • 77%
  • 85%
  • 61%
  • 46%
  • 51%
  • 34%
  • think
  • research
  • purchase
  • experiment
  • To exceed expectations
  • To provide an outstanding experience every time a prospect or customer interacts with your company
  • To go the extra step to ensure a prospect or customer accomplishes what they set out to do
  • All of the above
  • Funnel
  • Obelisk
  • Flywheel
  • Cyclone
  • Movement through a funnel immediately stops when things stop flowing into the top of the funnel.
  • The shape of a funnel doesn’t match the actual shape of a conversion chart.
  • There are many different kinds of funnels, each with its own shape.
  • When you pour liquid into a funnel, some of the liquid will stick to the sides of the funnel instead of coming out the bottom.
  • Services
  • Marketing and Services
  • Sales and Services
  • Marketing, Sales, and Services
  • Flywheels store momentum.
  • Flywheels represent a circular process rather than a linear one.
  • Flywheels are able to stand unsupported for an indefinite amount of time.
  • Flywheels accelerate as you add more energy to them.
  • Standardize, Contextualize, Optimize, Personalize, Empathize
  • Standardize, Conceptualize, Optimize, Personalize, Empathize
  • Standardize, Contextualize, Organize, Personalize, Empathize
  • Standardize, Contextualize, Optimize, Prioritize, Empathize
  • True
  • False
  • Because flywheels were only recently invented, but funnels have been around for much longer.
  • Because funnels are powered by gravity, just as businesses are anchored by revenue.
  • Because companies that don’t use the inbound methodology are inherently funnel-shaped.
  • Because many business charts show conversion rates, and those charts are often shaped like a funnel.
  • By investing as much money into things that drive customer happiness—such as support teams and product improvements—as you do into acquiring new customers through marketing and sales.
  • By making sure funds are evenly distributed to each section of the flywheel. Marketing, sales, and customer support should each have equal proportions of the overall budget.
  • If your flywheel is truly successful, you won’t need to allocate resources to marketing at all because customer word of mouth will provide all of your new prospects.
  • If your flywheel ever slows down, you can speed it back up by funding more customer discounts.
  • What actions have happened prior to this point
  • What activities brought someone to this point
  • What your product/service best attributes are
  • What type of question is being asked, and how the prior actions and activities influenced the current situation
  • Comfort
  • Clarity
  • Creativity
  • Impact
  • Quality
  • Simplicity
  • Explanation
  • Consistency
  • Leverage the strengths of a given channel and remove its weaknesses
  • Leverage the strengths of a given channel and mitigate its weaknesses
  • Leverage the weaknesses of a given channel with content
  • Leverage the strengths and weaknesses of a given channel
  • The principles define inbound
  • The principles can be used instead of the methodology
  • The principles connect the methodology with the resources of inbound
  • The principles are aspirational goals
  • Never, emotionally, factually
  • Often, emotionally, factually
  • Rarely, emotionally, factually
  • Don’t, factually, emotionally
  • Identify questions that might be asked
  • Identify topics you need to have information on
  • Identify topics you may have information on, and what types of questions may be asked
  • Identify content for your blog and marketing pages that would be used to generate leads
  • The initiatives you to take to power short-term success
  • The initiatives you take to power mid-term success
  • The initiatives you take to power long-term success
  • The initiatives you choose to omit or de-prioritize
  • True — A business might have other goals it wants to achieve, but its leaders must be focused on profits first in order to achieve those other goals.
  • True — A business only exists to create profits for the people it employs.
  • False — Businesses should not think about profits at all. Instead, they should find a higher purpose to fulfill.
  • False — Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.
  • True
  • False
  • It’s the active research process someone goes through leading up to a purchase.
  • It’s the experience your prospect goes through when learning about your brand.
  • It’s the Inbound Methodology but from the buyer’s perspective.
  • It’s the set of actions that a buyer goes through after he or she made a purchase.
  • Awareness
  • Activation
  • Monetization
  • Optimization
  • True
  • False
  • Custom Rendering for Mobile
  • Custom Relationship Modules
  • Customer Relationship Management
  • Customer Rotation Model
  • Research, identify trends, and create persona stories
  • Create persona story, test and optimize, and make assumptions
  • Make assumptions, identify trends, and ask company employees for input
  • A buyer persona shouldn’t be developed at this time.
  • Awareness
  • Consideration
  • Decision
  • None of the above
  • Yes, you should try to interview all types of customers. That way you’ll have a better idea of the ideal buyer you’re trying to market and sell to.
  • Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven’t used your product/service.
  • No, you shouldn’t be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don’t know your organization.
  • No, you shouldn’t be reaching out to bad customers. They will skew the buyer persona story since they aren’t your ideal customer.
  • True
  • False
  • Attract
  • Convert
  • Close
  • Delight
  • marketer
  • customer
  • sales
  • company
  • Attract, Convert, Close, and Delight
  • Awareness, Consideration, Decision, and Delight
  • Find, Engage, Convert, and Nurture
  • Identify, Connect, Explore, and Advise
  • A semi-fictional representation of your ideal customer based on real data and some select educated speculation
  • A lead in your database
  • A true view of your personas
  • A completely fictional representation of your ideal customer based on real data and some select educated speculation
  • True
  • False
  • reach
  • engagement
  • conversions
  • All of the above
  • Twitter
  • LinkedIn
  • Google
  • A and B
  • All of the above
  • True
  • False
  • True
  • False
  • True
  • False
  • your buyer personas
  • the buyer’s journey
  • content distribution
  • industry benchmarks
  • Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.
  • Define your objective, establish your baseline, form a hypothesis, design your tests, analyze your data.
  • Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.
  • Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.
  • True
  • False
  • Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.
  • Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.
  • Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
  • Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.
  • Attract, convert a lead, close a deal, and delight a customer.
  • Create awareness, determine your end point, chart your course, and analyze.
  • Create awareness, determine your end point, chart your course, build a ship, ahoy matey.
  • Create awareness, chart your course, optimize, convert a qualified lead.
  • True
  • False
  • True
  • False
  • True
  • False
  • The method by which you encourage someone on your site to move down your funnel.
  • The method by which you encourage someone to visit your site from social media.
  • The method by which you encourage someone to spend 30 minutes or more on your website.
  • The method by which you encourage someone to read your well-crafted automated email.
  • The offer and its relevance to the page content
  • The placement of the call-to-action on the page
  • How the design does or does not grab attention
  • Whether or not the call-to-action has an action verb
  • To capture a visitor’s information via a form
  • To deliver an offer that a business is promoting
  • To promote an offer on a website page, blog post or email
  • To help nurture leads in order to turn them into customers
  • Lead flows collect more detailed information than forms.
  • Lead flows appear on top of the page while forms are embedded in the page.
  • Forms usually have more fields than lead flows.
  • Submissions from lead flows and forms both appear on the contact timeline.
  • Hotjar
  • Google analytics
  • Quora
  • Buzzsumo
  • True
  • False
  • The designer
  • The visitor
  • The marketer
  • The salesperson
  • easy sharing.
  • fast-loading images.
  • readability.
  • shorter content.
  • Friendship
  • Professionalism
  • Communication
  • Rapport
  • The process of building relationships with your prospects with the goal of earning their business when they’re ready
  • The process of building relationships with leads specifically to convert them for the first time
  • The process of developing your sales relationships
  • The process of developing your relationships through inbound service
  • might already be interested
  • work at major corporations
  • have a budget, the right authority, a need, and a timeline
  • are already familiar with your product or service
  • To identify good-fit leads from within the large pool of available prospects.
  • To identify the goals and challenges of specific prospects.
  • To identify the ways your product or service can benefit people who match your buyer personas.
  • To identify ways to differentiate your offering from your chief competitors’ offerings.
  • A sales process is an outdated, seller-focused idea. An inbound sales strategy replaces the need for a sales process.
  • Every sales team has its own sales process, but an inbound sales strategy can be implemented by every sales team.
  • A sales process describes the steps a seller takes during a sales cycle, while an inbound sales strategy describes the steps a buyer takes.
  • An inbound sales strategy is a type of sales process. 
  • True
  • False
  • True
  • False
  • Sales representatives must evolve their selling to keep up with customers’ buying habits.
  • Buyers are more educated, so there’s less work for the sales representatives.
  • Sales representatives need to push and sell harder to convince buyers to make the right decision.
  • Sales representatives should keep this in mind, but this doesn’t change the way the world should sell.
  • True
  • False
  • Collect survey responses
  • Send emails
  • Gather testimonials from your users
  • Talk to team members
  • From the very first moment someone interacts with your business
  • From the moment they become a customer to delight them into promoters
  • At the beginning of the sales process
  • After they have used your product or service
  • Having conversations with individuals talking about your industry, brand, products, and services
  • Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
  • Tracking, analyzing, and responding to conversations across the internet
  • Participating in art, music, and government
  • True
  • False
  • Promoters
  • Passives
  • Detractors
  • 30
  • 40
  • 50
  • 60
  • True
  • False
  • True
  • False
  • True
  • False
  • True. An email address is enough information for the CRM to create a contact record where you’ll be able to see a full history of the pages that the visitor has viewed on your website. The CRM may also be able to find company information about the person and create a company record based on their email domain.
  • True. If a person provides an email address, you’ll be able to send them an email to ask for more information. This is also a good opportunity to find out what products they’re interested in and attempt to make a sale.
  • False. An email address without a name is meaningless. At a minimum, your lead flows should collect name and email.
  • False. Lead flows should collect as much information as possible about a visitor. You should have a goal of having 5 to 10 fields in each lead flow.
  • Human, Helpful, Holistic
  • Goal, Guide, Grow
  • Attract, Engage, Delight
  • Marketing, Sales, Services
  • True
  • False
  • Lead scoring
  • Targeted content
  • Marketing qualification matrix
  • Multi-channel
  • Attract, Convert, Close
  • Identify, Connect, Explore, Advise
  • Educate, Guide, Grow
  • Attract, Guide, Sell, Close
  • Voice of the customer
  • Social listening
  • Inbound services
  • Customer personas
  • Customer service
  • Customer support
  • Customer success
  • Engage, Guide, Grow· 
  • Attract, Convert, Close, Delight·
  • Help, Empower, Delight·
  • Engage, Empower, Delight, Grow
  • True
  • False
  • True
  • False
  • True
  • False
  • View the journey from the buyer’s perspective and focus on the tasks they need to accomplish
  • Set goals based on the commission you want to earn this month
  • Don’t push people. If a prospect is moving slowly, move on to someone else.
  • Follow up multiple times a day
  • Content is needed to attract people to your site.
  • Content is needed to attract visitors and convert them into leads.
  • Content is needed to close leads into customers and turn customers into promoters.
  • All of the above
  • True
  • False
  • Personalize for impact.
  • Energize for consistency.
  • Synergize for gratuity.
  • Empathize for perspective.
  • 1
  • 2 or 3
  • 5 to 10
  • A minimum of 10
  • Personalize for impact.
  • Energize for consistency.
  • Synergize for gratuity.
  • Empathize for perspective.

Introduction to HubSpot Inbound

HubSpot Inbound refers to a marketing and sales methodology developed by HubSpot, a company known for its CRM and marketing software. The Inbound methodology focuses on attracting customers through valuable content and experiences tailored to their needs and interests, rather than pushing products or services through traditional outbound marketing tactics.

Here’s a brief overview of the core principles of HubSpot Inbound:

  1. Attract: Draw potential customers to your business by creating helpful and relevant content. This could include blog posts, social media updates, and optimized website content that answers questions or solves problems for your target audience.
  2. Engage: Once you’ve attracted visitors, the next step is to engage with them. This involves nurturing leads by providing additional content, personalized emails, and other interactions that help move them through the buyer’s journey.
  3. Delight: After converting leads into customers, focus on delighting them to build long-term relationships and encourage repeat business. This can involve excellent customer service, ongoing support, and additional content that helps customers get the most out of your products or services.
  4. Analyze and Improve: Continuously monitor and analyze your inbound efforts to understand what’s working and what isn’t. Use this data to refine your strategies and improve your approach over time.

HubSpot provides a suite of tools and software designed to support these principles, including features for content management, social media marketing, email marketing, lead generation, and analytics. The goal is to create a seamless, automated experience that aligns with the needs and behaviors of your target audience.

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