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.
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.
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
Which of the following would be the most appropriate call-to-action to place at the bottom of an awareness-stage blog post?
"Download a Team Communication Guide"
Your boss wants you to blog primarily about your company news, its services, and various corporate events. What is your response?
"That's not a good idea. We're trying to attract new visitors with our posts. These people haven't yet heard of our company. If we write about ourselves, they won't find us organically."
What is Snapchat's largest age demographic?
12 years to 24 years
How long should you let your conversion optimization experiments run (on average)?
4 weeks
You're trying to calculate the conversion rate on one of your forms. 600 people visited your landing page, but only 50 visitors submitted the form. What is the conversion rate of your form?
8.3%
What is a conversation?
A conversation is an interactive communication between two or more parties.
What is a social media audit?
A hard look at the data from all your social accounts and the social conversations about your brand and your competitors
All of the following are helpful ways to promote your pillar pages on your website EXCEPT:
A link on every website page even if the content isn't relevant
What is the definition of lead nurturing? (Duplicate 2)
A process of building relationships with prospects with the goal of earning their business when they're ready
What is the definition of a buyer persona?
A semi-fictional representation of your ideal customer based on real data and some select educated speculation
Each of these examples is a great way to prevent too much distraction in your conversion path EXCEPT:
Adding more buttons to your page to frame the conversion
What area(s) can you experiment with when you're optimizing a conversion opportunity?
All of the above
What does a content compass helps organize monthly initiatives by?
All of the above
What is an example of a great value offer?
All of the above
When identifying buyer's journey content for a long-term content strategy, it's important to focus on content for which stage(s)?
All of the above
Where might you consider placing links to your social media channels?
All of the above
Which of the following questions can help you determine which channel is right for you?
All of the above
Why is goal setting important to inbound marketing?
All of the above
What is a contact?
Anybody your company markets to, sells to, partners with, engages with, or employs
What are the three stages of the buyer's journey?
Awareness, consideration, and decision
When creating segments for your lead nurturing campaigns, you need to understand who your personas are and where they are in the buyer's journey allows you to decide what types of content they need. What are the three stages of the buyer's journey?
Awareness, consideration, and decision
All of the following are metrics you need to track in your social media audit EXCEPT:
Bounce rate
You're tasked with improving the conversion rate on your product and services page over time. You think that changing the page's copy will positively impact the overall conversion rate. Which of the following is an example of a good hypothesis for this optimization experiment?
By changing this page's copy, the conversion rate will increase because it frames our product and service page in a way that better aligns with our buyer persona's needs.
Where do conversations fit into your inbound marketing strategy?
By using channels that deliver or simulate a conversation with your website visitors, you can deliver your content in a consistent and relationship-focused way.
All of the following elements will help readers easily digest the content of a blog post EXCEPT:
Calls-to-action
Lead nurturing is focused on providing value to your leads by offering the information they need at the right time. Which stage of the inbound methodology does lead nurturing primarily occur?
Close
Contact management is an important piece of lead nurturing because it helps you understand the contacts you're reaching out to. What is the definition of contact management?
Contact management is a strategy that focuses on using a software program to easily store and source a contact's information.
What are three key elements that any lead nurturing strategy will need?
Contact management, segmentation, and the buyer's journey
The five fundamentals of inbound marketing are:
Contacts, buyer personas, buyer's journey, content, setting goals
Why are conversations important in an inbound strategy?
Conversations can deliver your content in a consistent and relationship-focused way.
What is conversion optimization?
Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
What is another commonly used term for conversion optimization?
Conversion rate optimization
What are the steps for creating a conversion path?
Create awareness, determine your end point, chart your course, and analyze.
When creating a lead nurturing campaign, there are five steps to providing value to your prospects. The first two steps are setting goals and selecting personas. What are the last three steps for creating an effective lead nurturing campaign?
Creating content, identifying the timeline, and measuring and improving
What are the steps of conversion optimization?
Define your objective, establish your baseline, form a hypothesis, design your tests, analyze your data.
How do you calculate a conversion rate?
Divide the number of people who converted on your call-to-action, form, etc., by the total number of people who viewed it.
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 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? In relation to reporting, "data out" is data you collect, either by asking for it explicitly or gathering it through analytics implicitly.
False
True or false? A call-to-action must be a button.
False
True or false? A resource pillar page should only be made up of internal website links.
False
True or false? An effective conversion path must include a landing page.
False
True or false? Artificial intelligence is technology that executes tasks based on if-then statements.
False
True or false? Conversion optimization is NOT an iterative process.
False
True or false? It's necessary to conduct a social media audit every 2-3 years.
False
True or false? Marketing only occurs during the Attract stage of the inbound methodology.
False
True or false? One of the best uses of Twitter is networking in private groups.
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
True or false? Social Content is only used during the attract and delight stages of the inbound methodology.
False
What is social engagement? (Duplicate 2)
Having conversations with individuals talking about your industry, brand, products, and services
Fill In The Blank: __________ Allows You To Understand What Users Want, Care About, And Interact With On Your Site By Visually Representing Their Clicks, Taps, And Scrolling Behavior.
Hotjar
Fill in the blank: __________ visually represents users' clicks, taps, and scrolling behavior so that you can understand what users want, care about, and interact with on your site.
Hotjar
What is shared knowledge?
Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns.
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.
Your boss wants a report on the success of your blog. What information should you NOT analyze?
Number of keywords per blog post
Which distribution channels help drive new audiences? Select all that apply.
Online forums Social media ads Guest posts
Which network has the longest life for a piece of content?
Fill in the blank: _________ is Google's machine-learning artificial intelligence system that interprets people's searches to find pages that might not have the exact words they searched for.
RankBrain
What is the difference between reporting and analytics?
Reporting explains what has happened, while analytics is an attempt to explain why something has happened.
Fill in the blank: You set out to have 15 of your unengaged leads click a link to a resource article by the end of your month-long workflow. This is an example of a __________.
SMART goal
When creating a blog title, why do the number of characters in the title matter?
Search engines show a limited amount of characters and a cut off title could affect click-through rates.
If a contact downloads your newsletter titled, "The Best Ways to Create Subject Lines for Email," what would be the best next step to continue the conversation with this contact?
Send a follow-up piece of content that builds off that subject.
Fill in the blank: If you plan to do real-time marketing, you'll need to use __________.
Social listening
There are many benefits to having a social media strategy. Which answer is NOT one of them?
Social media helps you send better emails.
Which of the following is NOT a benefit of having a social media strategy?
Social media helps you send better emails.
What are SMART goals?
Specific, Measurable, Attainable, Relevant, Timely
What does the acronym SMART stand for in SMART goals?
Specific, Measurable, Attainable, Relevant, Timely
What is SCOPE?
Standardize, Contextualize, Optimize, Personalize, Empathize
What three criteria should you use when deciding to automate a conversation on your website?
That it is repeatable, predictable, and impactful.
Which three elements are important to consider when determining if you should start to automate a conversation on your website?
That it is repeatable, predictable, and impactful.
You work for a travel agency and need to write your next blog post. What topic should you write about to attract families that have never heard of you and are looking to take a vacation?
The best family-friendly vacation destinations
What is a conversational growth strategy?
The delivery of the right message to the right person at the right time, every time
Define a conversion path.
The method by which you encourage someone on your site to move down your funnel.
Marketing automation is a key piece of lead nurturing because it's how you deliver information. How is marketing automation defined?
The software that exists with the goal of automating your marketing actions
What is social engagement? (Duplicate 1)
The step you take to have conversations with individuals talking about your industry, brand, products, and services.
What are the steps to implementing a conversational growth strategy?
Think, Plan, Grow
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
What is lead nurturing's three-pronged approach for delivering helpful content?
Timely, efficient, and targeted
Why would you want to conduct a social media audit? Choose all that apply.
To discover trends you can use to create or modify social media campaigns To receive valuable insight into customer sentiment and perception of your brand
Why should you create a negative persona?
To prioritize your marketing and sales efforts to the right people
What is social listening? (HubSpot)
Tracking, analyzing, and responding to conversations across the internet
True or False? Buyer personas can help you identify your target audience's preferred content distribution channels.
True
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 buyer persona is as important as business objectives when developing a social media strategy.
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? Conversion optimization can positively impact your return on investment.
True
True or false? In relation to reporting, "data in" is the data you collect, either by asking for it explicitly or gathering it through analytics implicitly.
True
True or false? It's appropriate to offer monetary incentives for buyer persona interviews.
True
True or false? It's recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource.
True
True or false? Prospects who follow a company's social channels are more likely to convert into customers.
True
True or false? Social listening can help you find leads.
True
True or false? Social media is a key driver for word-of-mouth marketing.
True
True or false? Sprinkling in relevant content offers on your 10x content pillar page can help your buyer personas continue educating themselves through the buyer's journey.
True
True or false? Using people's information in inbound marketing is not inherently unethical.
True
True or false? You can nurture both your leads and your customers.
True
On which social network should you share content most frequently?
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.
You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company's bottom line and return on investment in mind, which of the following is the most strategic approach to take?
You could increase the chances of your current traffic choosing to convert and move down your funnel.
Situational example: You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company's bottom line and return on investment in mind, what's the most strategic avenue to choose?
You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment.
What are some reasons to have a Facebook business page rather than a personal page? Choose all that apply.
You must have a business page by Facebook. You have access to analytics. You can add a mission statement.
What role does optimization play in your conversational growth strategy?
You need to iterate and optimize your conversations over time.
Fill in the blank: Instagram stories are a great way to _____________.
drive traffic and engagement
Fill in the blank: If lead nurturing is the content, then segmentation is __________.
how you provide context
Fill in the blank: a conversion path is the method by which you encourage someone to __________.
move down your funnel
Fill in the blank: Contact management is a __________.
strategy that focuses on using a software program to easily store and source a contact's information
Conversion optimization is __________.
the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action
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
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.
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
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.
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
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.
Fill in the blank: A negative persona is a person who_______.
isn't a good fit for your business.
Using software to check my writing for tone, level of formality, and fluency is an example of what?
AI
What is social monitoring?
Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
Each example below is a great way to prevent too much distraction in your conversion path EXCEPT:
Adding more buttons to your page to frame the conversion
