HubSpot Inbound Marketing Certificate

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

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

To utilize: consider cadence and content

A negative persona is a person who_______.

isn't a great fit for your business

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

repetitive

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

Buyer's journey is the active research process someone goes through leading up to a purchase. Focuses on the stages leading up to purchase. Customer journey goes beyond the purchase

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

a more human process

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

a relevant, indicidualized interaction between two parties designed to enhance the experience of the recipient

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

buyer's journey

How can you ensure your content drives action?

by creating a mix of content for facilities managers and workplace leaders

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

false

Why should you create a negative persona?

gives you the opportunity to filter folks who aren't a good fit for your business so you can prioritize and better focus your marketing and sales efforts

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

Data Hygiene

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

Engage

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.

Ex. Becomes aware there is a problem, and eager to find solution. take quiz for assessing the right type of bed products, and learn foam mattress is recommended for their pain

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

False

Buying insights reveal all of the following EXCEPT:

Reveal: priorities, what success looks like to them, what barriers they need to overcome, how they evaluate options, attributes they pay attention to when making a decision, which buyers are receptive and which will ignore you, which aspects of your solution are relevant, what attitudes prevent your buyers from considering your solutions, what resources your buyers trust as they evaluate their options, which buyers are involved in the decision and how much influence they wield

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 or false?

True

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

True

What question can help define your consideration stage?

What are possible solutions to address their challenge or goal? How do buyers perceive the pros and cons of each solution? How do buyers decide on the right solution?

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

Who to interview: customers, potential customers, and people who considered our solution but went with competitor, people who considered you but didn't go with any new solution

customer segmentation

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

Why should you curate a buyer persona story?

humanizes your persona, making it easier for everyone in your organization to think of them and remember their story when creating content or speaking to leads and customers on the phone

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

incomplete data, more error, more work, messages being misconstrued

What question can help define your decision stage?

what criteria do buyers use to evaluate the available offers? what do buyers like or dislike about your solution compared to alternatives? Who needs to be involved in the purchasing decision?