HubSpot Inbound Marketing Certification

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

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? You should have at least 3 buyer personas.

False

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

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

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

B) 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.

Which distribution channel drives results fastest?

B) Google ads

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

B) Identify a purpose D) Craft a SMART goal

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

B) Repetitive

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

B) Tap into audience insight tools.

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

B) The buyer's journey

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

B) 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.

B) Use actionable and specific language.

Roughly how long should your buyer persona interviews take?

C) 20 minutes

What role can a CRM play in effective martech stack?

C) 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.

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

C) Analyze and report how people are behaving on your website.​

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?

C) Attract

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

C) Data Hygiene

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

C) Empathetic

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

C) 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 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?

D) Explicit Segmentation

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

D) Mutuality

Customer Segmentation is:

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

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

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

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

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

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

A) They can mitigate friction regarding availability.

Why should you create a negative persona?

A) To prioritize your marketing and sales efforts to the right people

How do you develop an effective content distribution strategy?

A) set a content distribution goal, identify your audience's perferred channels, and run tests for new marketing channels

What is a marketing experiment?

A) A marketing experiemnt is a form of market research in which your goal is to discover new strategies for future campagins or validate existing ones

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_______________.

A) Buyer's journey / Individual customer journey

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

A) Data

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

A) Define the interactions you want to track.

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

A) Editing

How does the linear attribution model calculate credit?

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

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

A) Experiment with different types of CTAs, like visual and verbal B) Design your CTA to stand out C) Include a CTA to your website if the content is hosted on Youtube

How can you balance multiple content distribution goals?

A) Identify your primary goal against any secondary goals.

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

A) Include your CTA link in the show notes C) Shorten your URL to keep CTAs concise D) Consider mid-roll CTAs

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

C) Small, proven ideas ; huge, well-resourced hits

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

A) 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. D) Curating Pinterest boards around the aspirations of your target customer— such as popular hiking and travel destinations.

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

A) Isn't a good fit for your business

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.

A) Run social media polls. C) Run focus groups with customers. D) Publish online surveys.

How many buyer persona interviews should you aim to complete?

B) 8-10

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?

C) Start 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.

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

C) Tech Stack

Buying insights reveal all of the following EXCEPT:

C) The age range of your buyers

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

C) Website D) Email

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

C) You achieve similar results next time

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

D) 95%

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.

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

Why should you curate a buyer persona story?

D) All the above ---- It's easier for your employees to remember your persona It humanizes your persona to your employees It allows your employees to easily find commonalities when speaking to customers

How can audience segmentation enhance your inbound marketing efforts?

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

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

D) Cadence and Content

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

D) Caustion

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

D) Dirty Data

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

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? 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