Hubspot Inbound Marketing Certification Answers

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

Editing

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

False

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.

Selecting a web analytics tool would be a part of which step of implementing behavioral marketing and customer segmentation?

Implement Tracking

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 an Call-To-Action

What role can a CRM play in effective martech stack?

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

Journey Mapping

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

Repetitive

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.

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

Tech Stack

Try to uncover all of the following during a buyer persona interview EXCEPT:

Their Onboarding Experience

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

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

What question can help define your decision stage?

What criteria do buyers use to evaluate the available offers?

Developing a content distribution goal begins with identifying the purpose behind your distribution efforts. Which questions can help you identify your purpose?

Why are sharing?, What's your expectations?, And what content are you sharing?

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

You achieve similar results next time.

How can audience segmentation enhance your inbound marketing efforts?

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.

What is an attribution model?

A set of statistical rules that helps you define the credit assigned to each interaction a visitor takes along their buyer's journey at your organization.

Using software to check my writing for tone, level of formality, and fluency is an example of what?

AI

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.

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

Cadence and content

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?

Creating a buyer persona

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

Empathetic

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?

Engage

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.

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

False

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

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

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 distribution channel drives results fastest?

Google Ads

What question can help define your awareness stage?

How do buyers perceive the pros and cons of each solution?

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?

Identify a Purpose and craft a SMART Goal.

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

Which distribution channels help drive new audiences?

Online Forums, Social Media Ads, and Guest Posts

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?

Run Social Media Polls, Run Focus Groups With Customers, and Publish Online Surveys

How can you refine your content distribution strategy?

Run tests for new marketing channels.

How can you ensure your podcast content initiates action?

Shorten your URL to keep CTAs concise and Consider mid-roll CTAs.

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.

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?

Target Audience, Your Goals, and Available Resources to Create promotional assests

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

Buying insights reveal all of the following EXCEPT:

The age range of your buyers

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.

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.

Why should you create a negative persona?

To prioritize your marketing and sales efforts to the right people

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? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively.

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

How can you ensure your blog content initiates action?

Use actionable and specific language while designing the 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.

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

small, proven ideas; huge, well-resourced hits.

Roughly how long should your buyer persona interviews take?

20 minutes

How many buyer persona interviews should you aim to complete?

8-10

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%

Which of the following content would be the most helpful to Dog-owner Dia in the decision stage?

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

What is a buyer persona?

A fictional representation of your ideal customer

What is a marketing experiment?

A form of market research in which your goal is to discover new strategies for future campaigns or validate existing ones.

When is an appropriate time to conduct a buyer persona interview?

After the customer completed the sales cycle, but before they go through onboarding

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

Causation

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

False

How can you balance multiple content distribution goals?

Identify your primary goal against any secondary goals.

Which of the following content would be the most helpful to Dog-owner Dia in the consideration stage?

A blog post that explains the differences between a dog trainer, dog behaviorist, and veterinarian

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.

What are some ways you can deliver personalized experiences to your visitors?

Tailored Recommendations and Dynamic Content

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

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

isn't a good fit for your business.

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