Hub Certs

True or false? You should send your company's emails from a generic email address, like [email protected].

False

True or false? Regardless of how long it takes, you should respond to every single customer feedback survey you receive.

False

True or false? Responding to your audience directly can negatively impact your reputation.

False

True or false? Social selling is not an inbound way to conduct business.

False

True or false? To be compliant with CAN-SPAM law you only need to include your physical address in your footer.

False

True or false? When setting up your Conversations email inbox, you should connect your personal email.

False

True or false? You can only create a campaign once all the assets have been created first.

False

True or false? It's possible to pay some influencers with a gift card.

True

True or false? Most people prefer using self-service compared to phone support.

True

True or false? People want to talk to people, not brands.

True

With subject lines, shorter is better. What is the average character length that will appear on a mobile device?

1-50 characters will be the average and what you want to aim for!

What snippets should customer service agents create when using live chat?

>>>> An introduction. Unique answers you've previously told customers. The names of all customer support reps in your company. All of the above.

What is agent collision detection?

>>>> The ability to see if someone is working on the same converesation as you are. Two agents being able to respond to the same conversation. Commenting on a conversation to notify another agent. Using a chatbot to deflect conversations. Check answer

Where should your call-to-action button lead a visitor who's in the decision stage of the buyer's journey?

A case study so your visitor can learn more about the strategy they've chosen to solve their problem. Check answer

What is the definition of contact management?

A strategy that focuses on using a software program to easily store and source a contact's information, including their name, contact history, email information, and more.

What is the definition of an email marketing strategy?

A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel.

What is a vanity metric?

A surface-level metric that doesn't correlate with your business success Check answer

What's a reason why working with influencers and encouraging user-generated content is important?

Changing algorithms on the social platforms People trust recommendations from individuals over brands General Data Protection Rules (GDPR) on privacy limit brand exposure >>> All of the above

There are three best practices for creating a successful segmentation strategy. One best practice is having a clean and organized database, and another is understanding implicit and explicit data. What is the third?

Collecting the right information

If your area of opportunity for growth is to improve your website conversion rate, what would be the best kind of marketing project you could create using Marketing Hub, from the options below?

Content offer campaign That's right! A content offer campaign project could help you focus on improving your website conversion rate.

What design element(s) should you consider when creating a call-to-action button?

Copy, visuals, location

Your team is creating a social campaign for an upcoming product launch. Someone designs a great image for this social campaign that does a fantastic job of showcasing the product. How can your team optimize this image for the campaign?

Create multiple versions of the same image that comply with each social channel's ideal image dimensions. Check answer

Your manager wants to know who your primary persona is. The best feedback survey to use is:

Custom feedback survey

You want to understand how your customer support team is performing. The best feedback survey to use is:

Customer effort score

Let's say you want to understand how your support team is performing. Which survey should you implement?

Customer effort score That's right! Customer effort score is used to measure support interactions. Next

After mapping out your customer journey, you realize you would like to know more about what your customers think after they purchased your product through a sales rep. The survey you should implement is:

Customer satisfaction survey

True or false? You should develop your social media budget before you create your social media plan.

False

True or false? You should only ask a customer to become an advocate over the phone.

False

True or false? Buyer personas are primarily used for developing marketing campaigns.

False Buyer personas help you find the right prospects and become very focused in your outreach strategy.

True or false? Working with journalists and media personalities is just like working with other influencers.

False Journalists and media personalities are an entirely different breed of influencers, and working with these individuals is generally a public relations play.

True or false? Marketing automation is only used for nurturing leads.

False Marketing automation can be used for lead nurturing, but it can also help with your business' additional goals and alignment between marketing, sales, and services.

True or false? 42% of B2B marketers believe they've proved that social media has an impact on their business.

False Only 13% of B2B marketers believe they've quantitatively proven social media has had an impact on their business.

True or false? When starting out, make sure you are engaging with customers on every single social media channel.

False That's right. While it's great if you can engage on all channels, when you're starting out, it is okay to focus on one or two channels where your buyers frequent most. Next

True or false? Recruiters aren't going to be interested in your social media efforts, so there's no need to track metrics related to hiring in social media.

False Understanding what influencers affect the hiring process is key, as is tracking how many applicants come in from social media channels.

If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?

Implicit data is gathered by the behavior of the user.

What survey should you use if you want to understand what a customer thinks of your business as a whole?

Net promoter score

____________ is the breaking up of your contacts into smaller groups of similar people.

Segmentation

There are certain actions that need to be taken into consideration for a social media crisis. What's an action you should avoid?

Sending out promotional sponsored posts and tweets during a crisis

To achieve the second theme of creating high performing emails, "optimizing for a conversion" you need someone to get into your email then compel them to take action. What do we look at when trying to focus on this conversion?

The open and the click

There are three key components to sending the right email. The first is including the right content in the email. What are the second two?

The right person, which comes down to how you segment your contacts, and the right time

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

There are two main themes when creating high performing emails. One of these is selecting the right goal for your email. What is the second?

There are two main themes when creating high performing emails. One of these is selecting the right goal for your email. What is the second?

True or false? Companies delivering customer service see an annual financial gain of 7.5%.

True

True or false? Competitor benchmarking is one leading indicator of revenue success.

True

True or false? Email marketing is about having a conversation with the person you're sending to.

True

True or false? Engaging with a customer one-to-one can help a business amplify their reach.

True

True or false? Follower count is often considered to be a vanity metric.

True

True or false? Your contacts database is built upon the CRM.

True

True or false? Your email and conversational channels work together to create relationships and experiences with people.

True

True or false? A crisis plan focuses on what to do when a crisis happens on social media.

True A crisis plan needs to be incorporated before, during, and after a crisis has occurred.

True or false? If you decided NOT to host your blog on HubSpot, you would NOT be able to use the blog-specific reports in HubSpot.

True That's right! You need to host your blog on HubSpot to be able to use the blog reports. Next

True or false? One in four consumers lose interest in a company if it doesn't use video on its social media channels.

True You don't want to lose 25% of your audience right away, do you? Consider how your company can use video in your social media communication.

What is self-service?

Type of service where customers can solve problems without needing live customer support

What's one reason why brands may fear encouraging user-generated content?

UGC comes directly from users, and content creation is out of the brand's control.

The most important thing to keep in mind when measuring social ROI is:

Using the same metric that you use for other channels

Which of the following social media advertising best practices will help you create social media ads designed to drive high engagement?

Videos and GIFs can help you capture the attention of your audience and entice them to engage with your content.

Michelle is a content marketer looking at her team's traffic analytics data. She wants to answer the question: How are people engaging with my site? With that question in mind, what are two key areas of her reporting should she look at?

Visitor to lead conversion — if leads are converting, they're engaging. AND Blog comments — if visitors are commenting, they're interacting with your site content.

A social media audit will provide you value in all of the following areas EXCEPT:

You can determine the best mix of content on the right channels at the right times. You can identify opportunities to better engage with customers. You can adjust budgets and calculate ROI. >>> You can negotiate rates with a social advertising vendor.

When monitoring your competitors, take note of their wins, losses, reputation, differentiations, marketing tactics, relationships, alliances, and even their brand voice. These characteristics, and how they change over time, can be used to inform your _______.

You got it! Use competitive intelligence to help inform your content strategy, product roadmap, and service offering.

To market your products and services and nurture relationships in a human and helpful way" is the description of your __________.

email marketing strategy

Fill in the blank: In the _________ stage, a social media manager needs to be able to react quickly, compassionately, and with authority. They also have to integrate social media messages to the appropriate medium and audience.

response The response stage is where the social media manager is focused on engaging the situation in real time and taking actions to address the crisis.

Fill in the blank: A lookalike audience is made up of people who ______________.

share the characteristics of your existing audience.

What is a contact property?

A contact property stores information about an individual contact.

What is an employee advocacy program?

A social media program for all employees to take advantage of

Language like ____________ can help improve your clickthrough and conversion rates on social media because language makes the call-to-action seem more time sensitive, which can encourage instant action.

"Today Only" or "Ends at Midnight" Check answer

All of the following are benefits of email support EXCEPT:

>>> It's immediate It provides a paper trail You can insert screenshots and gifs It's conversational

What is a call-to-action button?

A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer.

The buyer's journey has three stages. What are they?

Awareness, consideration, decision.

What should you do if your competitor experiences a big, public blunder?

Be empathetic and helpful towards your competitor's customers.

Which of these tactics will help you foster more general social engagement?

Being funny Asking for reviews Tagging individuals in social posts Starting a Facebook group Using emojis >>> All of the above

Why is employee advocacy important to consider as a key area for organizations and brands?

Employees embody company culture and values, so are more trusted than official spokespeople.

Which of the following is NOT a reason to create a customer portal? If your customers want to...

Escalate their ticket to a manager.

What did Simon Sinek recommend you do to get people to buy in to your products or ideas?

Explain to the customer why they need what you're selling.

True or False? Notes and comments left on tickets and conversations will be reflected on your customer's portal.

False

True or false? Customer effort score is measured on a three-point scale.

False

True or false? Influencer marketing and user-generated content will help you bypass some social media platform rules to help you reach your audience.

False Rules are rules. And while influencers and UGC won't help you break them, they do help you gain a share of voice that you might not always be able to have because of certain restrictions placed on brands.

True or false? You can't develop a buyer persona until you have a testimonial you can use from a real customer.

False That's right! You can identify a buyer persona without an actual testimonial. Next

True or false? Your CRM database is available to only the marketing team so that contact information is NOT shared between the sales and service teams.

False That's right! Your CRM helps you share and streamline information across all teams. Next

What does "content curation" mean?

Gathering content that's relevant to a particular topic or area of interest and then sharing it with your audience with proper citations

Which of the following is a strong option for a knowledge base article title?

How Do I Connect My Email Account to the Software?

Which of the following is NOT a question you should ask yourself when assessing if a chatbot strategy is right for your company?

Is human bandwidth a constraint? Is the cost of making a mistake low? Do I need to collect data on conversations? >>>>> Do I have the time to create a chatbot?

Which of the below statements about social listening is true?

It gives you the opportunity to measure the performance of your social media.

Why should you include content curation in your social strategy?

It saves time and money. It builds industry connections. It helps you post a larger variety of content. >>All of the above

Which of the following is a benefit of phone support?

It's cheaper for your company. >>> Customers can get immediate help for complicated issues. In general, customers prefer phone support to any other type of support. All of the above Check answer

Fill in the blank: _____ ads are designed to collect information like name and email address.

Lead

_______________ is the software that exists with the goal of automating your marketing actions.

Marketing automation

Who should assist in identifying and documenting your business' buyer personas?

Marketing team Executive team Services team >>All of the above

The following are all ways that social media monitoring can benefit your business, except:

Measuring the performance of your latest email marketing campaign

What's the difference between member registration and Single Sign-On (SSO)?

Member registration requires you to create your own login; SSO lets you use the same username and password for multiple apps.

Why would you want to identify who your brand superfans are and reward them?

People are more likely to purchase a product if a friend or someone they admire mentions it in social media.

Let's say you conduct an audit of your existing social media content and find that on Twitter, posts with statistics get by far the most likes and retweets. What's the BEST way for you to use this knowledge to inform your future social content plan?

Plan to experiment with publishing more statistics to Twitter and perhaps investing time in doing more original research you can pull stats from and publish to Twitter and other channels. Check answer

Which of the following steps is NOT one you need to think about when planning how to structure your social team?

Plan your business and social goals one to three years out. Consider your stakeholders' needs. Allocate or advocate for resources. >>> Gather industry data to support your goal.

When you dig deeper into the development of your buyer persona, what type of information do you want to consider?

Psychographics

Which KPI will executives be more responsive to?

Return on investment (ROI) Check answer

The HubSpot blogging tool is a powerful aid for which other HubSpot tool(s)?

SEO tool

Campaigns usually follow which goal setting framework?

SMART

Why is social media an important part of inbound marketing?

Social media is a one-to-one medium you can use to market in a direct, human way.

A help desk does all of the following EXCEPT:

Streamline intake >>>>> Provide feedback Improve experiences with reporting Triage customer issues

In social media content, "tone" refers to:

The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience. Check answer

Why are animated GIFs useful on social media?

They can help you demonstrate complex concepts quickly.

When would you use a contact create attribution report?

To analyze the interactions that led to conversions on your website.

Why should you start planning the structure of your team by looking at business goals?

To help you determine what channels and content you'll need and the staffing to make it happen.

Why is developing community guidelines or "house rules" important?

To let your community know how you'll interact and keep civility within your channels

According to the prioritization matrix, customer issues that are high impact and high cost should be prioritized:

Tomorrow

How are voice and tone related?

Tone is a subset of voice.

To be a part of the social conversation, you don't necessarily have to be the subject of it.

True

True or False? Using your traffic analytics report, you can see the source of traffic to your website.

True

True or false? The AIDA model can be used to organize the structure of your emails.

True

True or false? There's a difference between a report and a list.

True

True or false? You could use an NPS survey to assess overall sentiment of your employees.

True

When using the Five W's to help you set goals for your emails, what is the most important question that you ask?

Why

Fill in the blank: In an email marketing strategy you bring together the right content to the right audience ______________.

at the right time equals success

Before you post anything on social media, you should have a clear understanding of your _______.

buyer persona

Which tool exemplifies the all-in-one approach to reporting on your marketing performance?

campaigns That's right! A campaign is what ties the tools and your marketing efforts together to help you reach and report on a specific goal. Next

Your ___________ is/are the foundation you'll use to create personalized experiences for your contacts in a scalable way for your business.

contacts database That's correct! Your contacts database is the foundation you'll use to create personalized experiences in a scalable way. Next

When developing your brand's tone, _______ is key.

context

Fill in the blank: Inbound is all about the happy marriage between __________.

context and content

Inbound is all about being ________-centric, not competitor-centric.

customer

A/the ___________ is designed to designate which stage your conversations are at with your contacts.

lifecycle stage

Social media listening can help ______.

the people in all parts of your organization do their jobs better

A _________ is a series of automated actions that trigger based on a person's behaviors or contact information.

workflow