HubSpot Inbound Marketing Certification

Roughly how long should your buyer persona interviews take?

20 minutes

Fill in the blank: Most tools require you have a confidence threshold of ————, in order to declare a winner in an A/B test.

95%

Marketing attribution can help you identify your highest and lowest performing pieces of content.

A CMS A content planning tool An analytics tool

What is a buyer persona?

A semi-fictional representation of your ideal customer based on data.

Why do you need to know what your audience is thinking and feeling on their path-to-purchase with your organization?

If you understand the underlying motivations and roadblocks of your audience members, you can start to create content that speaks to their needs.

Using software to check my writing for tone, level of formality, and fluency is an example of what?

AI

Noticing spikes or dips in specific behaviors and quantifying them is an example of which step of implementing behavioral marketing and customer segmentation?

Analyze and report how people are behaving on your website.

True or False? You should have at least 3 buyer personas.

False

True or false: Statistical significance is an optional part of A/B testing.

False

You are a marketer for a retirement community. Grouping users that explore several landing pages about different types of homes in your community as "people seeking to retire" is an example of what?

Implicit segmentation

How can you ensure your content drives action?

Include a CTA.

True or False? Buyer personas can help you identify your target audience's preferred content distribution channels.

True

Fill in the blank; In the concept, "fire bullets, then cannonballs," bullets represent ————, while cannonball represent ————.

small, proven ideas; huge, well-resourced hits.

Fill in the blank. Marketing automation is a software platform designed to help marketers automate ______ tasks.

Repetitive

How can you refine your content distribution strategy?

Run tests for new marketing channels.

Fill in the blank. Behavioral marketing is the method by which companies target audiences based on their behavior, interests, intentions, geolocation, and other metrics using _________, cookies, search history, and other insights.

Web Analytics

Which distribution channels allow you the most control over your content? Select all that apply.

Website Email

What question can help define your decision stage?

What criteria do buyers use to evaluate the available offers?

What question can help define your awareness stage?

What symptoms are your buyers experiencing?

What types of questions can marketing attribution answer? Select all that apply.

What was the marketing team's contribution to generated revenue this year? What assets drove the most leads last quarter?

Developing a content distribution goal begins with identifying the purpose behind your distribution efforts. Which questions can help you identify your purpose? Select all that apply.

Why are you sharing this content? What are your expectations after promoting this content? What content are you sharing?

Checking for statistical significance when testing a new marketing channel ensures:

You achieve similar results next time.

Fill in the blank. Effective segmentation identifies where your customers are in the ___________, and assists your customers in taking the appropriate next step in their___________.

buyer's journey / individual customer journey

Blogging, SEO, and social publishing are key pieces to any marketer's strategy. Which phase of your flywheel can benefit from the implementation of these three strategies?

Attract

How can audience segmentation enhance your inbound marketing efforts?

Audience segmentation can help you deliver personalized, unique experiences in your marketing outreach.

How does the full path attribution model calculate credit?

22.5% of credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and to the interaction that closed the deal. The final 10% is assigned to the remaining interactions evenly.

How many buyer persona interviews should you aim to complete?

8-10

What role can a CRM play in effective martech stack?

A CRM provides a centralized location to store all your customer data so you can nurture leads contextually, based on their information and where they are in the buyer's journey.

Which of the following content would be the most helpful to Dog-owner Dia in the consideration stage? Review the following scenario to answer the question.

A blog post that explains the differences between a dog trainer, dog behaviorist, and veterinarian

Which of the following content would be the most helpful to Dog-owner Dia in the decision stage? Review the following scenario to answer the question.

A case study that shares how a company helped a first-time dog owner overcome anxiety and teach obedience

What is a marketing experiment?

A marketing experiment is a form of market research in which your goal is to discover new strategies for future campaigns or validate existing ones.

What is A/B testing?

A type of marketing experiment where you split your audience to test a number of variations of a campaign to determine which performs better.

When is an appropriate time to conduct a buyer persona interview?

After the customer completed the sales cycle, but before they go through onboarding

Why should you curate a buyer persona story?

All of the above

Which of the following is NOT a category you should organize your content audit by?

Content length

When implementing marketing automation and AI into your internal processes, journey mapping can be helpful to which aspect?

Cadence and content

Fill in the blank. Explicit segmentation is synonymous with ______.

Causation

You're on a social media team for a outdoors brand called Appalachia. They've decided to revitalize their Pinterest account and see if they can engage customers there. What ways might you bring inbound marketing into the content creation process for this channel? Select all that apply.

Instead of posting repetitive photos of your traditional (but oh-so-comfy) hiking boots, feature ways customers can use your products. Feature stunning photos of sunrise hikes and crackling campfires.

How can you ensure your video content initiates actions? Select all that apply.

Experiment with different types of CTAs, like visual and verbal. Design your CTA to stand out. Include a CTA to your website if the content is hosted on YouTube.

You are a marketer for a daycare, and a parent fills out a form to enroll their 3-year-old into the program. You add this person into a group labeled "parents of toddlers." What is this an example of?

Explicit segmentation

True or False? An effective content distribution strategy is all about getting your content in front of the most people.

False

True or False? The most effective way to initiate a buyer persona interview request is through a phone call.

False

True or False? When conducting buyer persona interviews, make sure to include your colleagues who were involved in the sales process.

False

True or false: If neither variation in an A/B is statistically better, you pick the variation you like best and proceed to make the change.

False

True or false? Artificial intelligence is technology that executes tasks based on if-then statements.

False

True or false? People are protective of their privacy and do not want their experiences to be highly personalized.

False

True or false? Segmentation is a process that helps you understand your leads and customers better, and behavioral marketing is how you categorize them based on the understanding you gain.

False

Fill in the blank. An effective behavioral marketing and segmentation strategy is built on a foundation of good ________.

Data

Addressing data privacy is a portion of which part of your internal processes?

Data hygiene

Leveraging the data that's already accessible to you is a part of which step of implementing behavioral marketing and customer segmentation?

Define the interactions you want to track.

If you're trying to improve customer lifetime value, which phase should you focus on in your marketing flywheel?

Delight

Cobbling together software parts that do not all use the same database increases the risk of what?

Dirty data

Which of the following is an example of a buyer's journey?

Dog-owner Dia struggles to handle their dog on walks. Their dog disobeys commands and has anxiety when approaching new dogs. They're looking for a local dog trainer that provides obedience training and can socialize their dog to overcome its anxiety.

Which of the following is an example of someone in the awareness stage of their buyer's journey?

Dog-owner Dia struggles to handle their dog while walking because it whines and barks whenever another dog approaches. Dia wants their dog to stop this behavior, but isn't sure why their dog is behaving this way. Dia conducts research by reading blog articles and watching YouTube videos.

What step should you always incorporate into your content creation workflow?

Editing

Fill in the blank. As an inbound marketer, you don't just want your touchpoints to be efficient, you want them to be __________.

Empathetic

Database segmentation, marketing automation, and multichannel communication are examples of strategies that happen at which stage of your marketing flywheel?

Engage

How does the linear attribution model calculate credit?

Equal credit is assigned to all interactions that occurred before the conversion.

You've just joined the blogging team for a new fashion retailer called VintageVines. What are some strategies you could adopt to reach and resonate with your target audience? Select all that apply.

Fully understand your persona and what they like to read about. Develop a unique brand voice and tone. Use a blogging layout that makes it easy for the reader to locate evergreen content.

Which distribution channel drives results fastest?

Google ads

What question can help define your consideration stage?

How do buyers perceive the pros and cons of each solution?

How do you set an effective content distribution goal? Select all that apply.

Identify a purpose. Craft a SMART goal.

How can you balance multiple content distribution goals?

Identify your primary goal against any secondary goals.

Selecting a web analytics tool would be a part of which step of implementing behavioral marketing and customer segmentation?

Implement tracking.

How can you ensure your podcast content initiates action? Select all that apply.

Include your CTA link in the show notes. Shorten your URL to keep CTAs concise. Consider mid-roll CTAs.

Which of the following is NOT a way to strategically utilize marketing automation and AI in your customer-facing processes regarding cadence and content?

Journey mapping

What role can attribution play in your reporting strategy? Select all that apply.

Marketing attribution can help you identify your highest and lowest performing pieces of content.

Using software to enroll every person who downloads a specific ebook into a month-long email campaign is an example of what?

Marketing automation

Fill in the blank. Behavioral marketing empowers your ability as a marketer to personalize your customers' experience. Personalization is about creating _______.

Mutuality

Which distribution channels help drive new audiences? Select all that apply.

Online forums Social media ads Guest posts

You should conduct buyer persona interviews with all of the following people EXCEPT:

Prospects actively going through the sales cycle.

Your boss asks you to identify your target audience's preferred channels by collecting feedback. What are the different ways you can collect accurate feedback? Select all that apply.

Run social media polls. Run focus groups with customers. Publish online surveys.

How do you develop an effective content distribution strategy?

Set a content distribution goal, identify your audience's preferred channels, and run tests for new marketing channels.

All of the following are examples of a SMART goal EXCEPT:

Significantly reduce the amount of time the team spends on creating content.

What's the difference between single source attribution and multi-touch attribution models?

Single source attribution models assign credit to one touch point along the buyer's while multi-touch attribution gives each contributing channel a slice of credit for the final conversion.

You're on the lead generation team at a wine reseller called Partners in Wine. You've noticed that the user open rate of your emails has dropped over the last couple of months. What are some first steps you could take to solve this issue?

Start to A/B test areas like your subject lines to see if you can improve your open rate. If things don't improve, consider reaching out to select customers for more information.

What are some ways you can deliver personalized experiences to your visitors? Select all that apply.

Tailored Recommendations Dynamic Content

If you don't have time to conduct thorough research about your target audience's preferred channels, what is a helpful way to gather information?

Tap into audience insight tools.

What should you consider when identifying a marketing channel to test? Select all that apply.

Target audience Your goals Available resources to create promotional assets

A grouping of technologies that marketers leverage to conduct and improve their marketing activities" is the definition of what term?

Tech stack

Buying insights reveal all of the following EXCEPT:

The age range of your buyers

Fill in the blank: In order to determine when you should deliver certain content to your audience, you need to understand _____.

The buyer's journey

What is the difference between the buyer's journey and customer journey?

The buyer's journey focuses on activities leading up to a purchase, while the customer journey extends beyond a purchase.

Customer segmentation is:

The process of separating your contacts into smaller groups of similar profiles.

What is an attribution model?

The rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points along conversion paths

Try to uncover all of the following during a buyer persona interview EXCEPT:

Their onboarding experience

Why are chatbots a great tool for strategically using marketing automation and AI?

They can mitigate friction regarding availability.

What is the drawback to using the last touch attribution model?

This model ignores potentially influential interactions that occurred on the path to purchase.

The following content distribution goal is missing a SMART goal element. What is missing? // Since we generated 300 leads from our previous e-Book, we want to generate 400 leads when we promote our next e-Book. This will support our inbound marketing initiatives to increase our number of qualified leads this year.

Time-bound

Why should you create a negative persona?

To prioritize your marketing and sales efforts to the right people

True or False? This is an example of a person in the decision stage of their buyer's journey. // Dog-owner Dia is struggling to walk their dog in their neighborhood. Their dog struggles with obedience and anxiety when approaching new dogs. They're looking for a local dog trainer that provides obedience training and can socialize their dog to overcome its anxiety. Dia uses Yelp to compare local dog trainers.

True

True or false: The "independent variable" in an A/B test is the control or the variation that remains unchanged.

True

True or false? A customer's buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.

True

True or false? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively.

True

True or false? It's appropriate to offer monetary incentives for buyer persona interviews.

True

True or false? Using people's information in inbound marketing is not inherently unethical.

True

From an inbound perspective, why is it important to know your audience and who you're trying to reach online?

Understanding the type of content that your ideal customers want to engage will help you create content that delights them across all of your marketing channels.

How can you ensure your blog content initiates action? Select all that apply.

Use actionable and specific language. Design your CTA to stand out.

Passing on a group of customers directly to the sales team is an example of an action you can take in which step of implementing behavioral marketing and customer segmentation?

Use your segmentation to nurture.

Fill in the blank: A negative persona is a person who_______.

isn't a good fit for your business.