HubSpot Inbound Marketing

Behavioral Marketing

The method by which companies target audiences based on thier behavior, interests, intentions, geolocation, and other metrics using web analytics, cookies, search histroy, and other insights

Data Hygiene

The process of ensuring all incorrect, dupliate, or unused data is properly classified and migrated into the appropriate lifecycle state for storage, archival, or destruction on an ongoing basis through automated policy enforcement

Content Distribution

The process of sharing, publishing, and promoting your content

What are the three categories of distribution channels?

The three categories of distribution channels are owned, earned, and paid.

What three steps do you need to follow to create a content creation framework?

The three steps to create a content creation framework are: identify your workflow, determine who is responsible, and gather your content creation tools.

How can you accurately identify your audience's preferred channels? Select all that apply.

There are five ways you can accurately identify your audience's preferred channels: Use your buyer personas, conduct online research, collect feedback, tap into audience insight tools, and review your analytics.

How can you set an effective content distribution goal?

There are two majors steps to setting an effective content distribution goal: Identify a purpose and craft a SMART goal

True or False? It's a best practice to segment your contact list based on buyer persona.

True

True or false? Automation and AI often work in tandem.

True

What questions should you ask in buyer persona interviews?

What incentives them? What are their interest and needs?

Attract Stage

You attract visitors with useful content and eliminate barries as they learn about your company. The key is to earn people's attention and not force it.

Which of the following ensures your content drives buyers to take action?

You should use actionable and specific language for blog CTAs.

Customer Segmentation

the process of separating your contacts into smaller groups of profiles

Statistical Significance

when the results of your research show that the tested variables influence each other and aren't random

How can buyer personas affect your marketing, sales, and service strategies?

A deep understadning of your various buyer personas will allow you to personalize your marketing for different segments of your audience.

Marketing Automation

A software platform designed to help marketers automate repetitive tasks

Call-to-Action

An element in your conta\ent that promts visitors to do something

Complete the sentence. People who ____ should NOT engage in buyer persona interviews.

Are currently considering your solution

Single Source Attribution Models

Assign all the credit to one touchpoint, usually first or last touch

Implicit Segmentation

Based on characteristics implied by your contact's behaviors

Explicit Segmentation

Based on clear characteristics provided by your contacts or conversions

When testing a new marketing channel, how can you ensure you'll achieve similar results next time?

Checking that your results are statistically significant will ensure you'll achieve similar results next time.

How can you develop an effective content distribution strategy? Select all that apply.

Developing an effective content distribution strategy involves setting a content distribution goal, researching you audience's preferred channels, and running tests for new marketing channels.

Full-Path Attribution

Gives 22.5% of credit to first interation, interaction that created the content, interaction that created the deal, interaction that closed the deal. The last 10% is evenly distrbuted across all other interactions

Decision Content

Highlight the value of our solution. Convince prospects to choose you.

Marketing Experiment

Is a form of market research in which your goal is to discover new strategies for future campaigns or to validate exisitng ones

Buyer Persona

Job description, goals, challenges demographics (age, income, education, location)

Engage Stage

Make it easy to shop and buy from you by enabling buyers to interact with you on their preferred timelines and channels. Focus on opening relationships, not just closing deals. Ex: website and email personalization, marketing automation, lead nurturing, database segmentation, and multichannel communication

Why should you run marketing experiments before investing in big changes to your strategy or approach?

Marketing experiments help you invest your time in proven ideas so that you have data to forecast if your big changes will pay off.

Paid Channels

Platforms you pay to distribute your content. Includes Google Ads, sponsored social media ads, or paid influencer ads

Owned Channels

Platforms your company owns. Includes your websites, email, and social media accounts

How can you nurture based on segmentation?

Segmenting your leads allows you to provide a personalized experience that is relevant and meaningful. It provides a path to nurture your audience with the right content, at the right time. It might sound simple, but it's a time-consuming process that takes a lot of focus and prioritization

What are the two important areas to focus on when it comes to customer-facing processes?

Strategizing and humanizing

What are the different ways to conduct buyer persona research?

Surveys, forms, your sales team, social media, interview

Artifical Intelligence

Technology that apples advanced analysis and logic-based techniques, including machine learning to interpret events, support and automate decisions, and take actions

Negative Personas

The people that aren't a great fit for your business

Earned Channels

Third party platforms that share your content. Includes guest posts, online forums or communities, and brand mentions

Carlos was in charge of running a one month campaign at his organization. If he's trying to determine which assets were the most valuable at generating leads and customers during that time, which attribution model should he use?

Time decay

What are the most common content formats?

VIdeos and Webinars

Fill in the blanks. Customer segmentation is the process of separating your contacts into _____ groups of _____ profiles.

process of separating your contacts into smaller groups of similar profiles. This allows you to personalize your customers' experiences.

With so many brands looking to extend their organic and paid reach on social media, it can be difficult to stand out in an already crowded space. What are some ways a brand like Taco Bell could reach its users using delightful, inbound content? Select all that apply.

1. Repurpose user generated content to highlight your biggest advocates and fans 2. Use creative and animated GIFs to capture your audiences attention 3. Interact with your followers in real time

Buyer's Journey: Consideration Stage

A buyer identifies their problem and becomes committed to understanding the different solutions

MarTech Stack

A grouping of technologies that marketers leverage to conduct and improve their marketing activities Email marketing platform to manage email marketing campaigns. Automation software like a social media scheduling tool to optimize time spent on social media efforts. Content management system to host your website and blog. SEO tools to provide guidance on reaching your audience.

Technology Stack

A grouping of technologies that marketers leverage to conduct and improve thier marketing activities

Inbound Methodology

A method for growing an organization by building lasting relationships with people and helping them reach their goals.

Personalization

A process that creates a revlevant, individualized interaction between two parties designed to enhance the experience of the recipient

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

A quiz that asks questions about their dog's behavior and identifies what their dog is struggling with

Demographic Insights

Age, gender expression, income, family life, hobbies

A/B Testing

Also known as split testing, a marketing experiment where you plit your audience to test a number of variations to a piece of content to determne which performs better

What questions will help you define each stage of your buyer's journey?

Awareness: How do buyers describe their challenges or goals? What symptoms are your buyers experiencing? How do buyers consume content or conduct research? Consideration: What are possible solutions to address their challenege or goal? How do buyers perceive the pros and cons of each solution Decision: What do buyers like or diislike about your solution compared to alternatives?

Fill in the blank. Buyer personas consist of demographic insights and ___________.

Buying insight

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

Dia has identified that their dog's symptoms are due to anxiety problems. They're seeking a solution, but aren't sure the type of dog specialist to speak to. They're not comparing who to hire yet, since they're unsure of the right solution.

What are the most common types of A/B tests you can run? Select all that apply.

Email, CTA, and landing page

True or false: Marketing has no role in the delight stage of an inbound marketing flywheel.

False

True or false? As an inbound marketer, you should have content in every channel.

False-As an inbound marketer, you should be in more than one place, but you can't be everywhere.

Buyer Persona

Fictional, generalized representation of your ideal customer

Attribution Models

First touch, linear, full-path, and time decay

First Touch Attribution

Gives all credit to the first interaction that led to the desired action or conversion

Last Touch Attribution

Gives all credit to the last interaction that led to a closed won deal

Time Decay

Gives more credit to interactions that happened closer in time to the conversion

Buyer's Journey: Awareness Stage

Happens when a buyer experinces a problem and seeks to better understand it

Delight Stage

Help support, support, and empower the customers to reach their goals. Focus on creating buzz around your brand. Ex: social mentions, reviews, word-of-mouth marketing, customer loyalty program, and user-generated content

Attribution Reporting

Helps you see the impact markeitng had on a specific goal, usually a purchase or sale

Which of the following is NOT an aspect to address for better usage of marketing automation and AI in your internal processes?

Humanizing touchpoints

Which is NOT one of the five fundamental steps for implementing behavioral marketing and customer segmentation?

Implicit segmentation is a portion of the segmentation step, but using the information you have to segment involves implicit and explicit segmentation.

inbound marketing

Inbound marketing is a strategy that attracts and retains customers by creating valuable content and tailored experiences. Next

Consdieration Content

Inform buyers about possible solutions to their problem. Help buyers evaluate the pros abd cons of each solution

Buying Insights

Priorities, what success looks like to them, what barries they need to overcome, how they evaluate options, attributes they pay attention to when making a decision

Awareness Content

Speak to your buyer's symptoms and problems. Help your buhers understand their experiences

SMART Goals

Specific, Measurable, Attainable, Relevant, Time-Bound

Buyer's Journey

The active research process someone goes through leading up to a purchase

Buyer's Journey: Decision State

The buyer identifies the correct solution and decides on the best vendor to provide that solution