HubSpot Inbound Marketing Certification Exam Answers

HubSpot Inbound Marketing Certification Exam Answers

Question 1: A grouping of technologies that marketers leverage to conduct and improve their marketing activities” is the definition of what term?

• Marketing automation
• Data hygiene
• Tech stack
• Segmentation

Question 2: You should conduct buyer persona interviews with all of the following people EXCEPT:

• Your customers.
• Prospects actively going through the sales cycle.
• People who never considered your solution.
• People who considered your solution, but chose a competitor.

Question 3: 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?

• Delight
• Engage
• Attract
• Consideration

Question 4: Buying insights reveal all of the following EXCEPT:

• Which buyers are receptive and which will ignore you
• What attitudes prevent your buyers from considering your solutions
• The age range of your buyers
• What resources your buyers trust as they evaluate their options

Question 5 : Why are chatbots a great tool for strategically using marketing automation and AI?

• They can mitigate friction regarding availability.
• They are the primary tool for streamlining cadence and content.
• They are used for journey mapping.
• They can create buyer personas.

Question 6: Cobbling together software parts that do not all use the same database increases the risk of what?

• Marketing automation
• AI
• Clean data
• Dirty data

Question 7: Customer segmentation is:

• The active research process someone goes through leading up to a purchase.
• The process by which an anonymous visitor becomes a known lead.
• Unnecessary for inbound marketing.
• The process of separating your contacts into smaller groups of similar profiles.

Question 8: 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?
• What distribution channels are you planning to use?

Question 9: Fill in the blank. An effective behavioral marketing and segmentation strategy is built on a foundation of good ________.

• Data
• Cookies
• Buyer personas
• Funnel reports

Question 10: Fill in the blank. Behavioral marketing empowers your ability as a marketer to personalize your customers’ experience. Personalization is about creating _______.

• Buyer personas
• Workflows
• Independence
• Mutuality

Question 11: Fill in the blank. Explicit segmentation is synonymous with ______.

• Behavioral marketing
• Strategy
• Correlation
• Causation

Question 12: Fill in the blank: In order to determine when you should deliver certain content to your audience, you need to understand _____.

• Your martech stack
• The buyer’s journey
• How social media platforms work
• How to publish blog content

Question 13: Fill in the blank; In the concept, “fire bullets, then cannonballs,” bullets represent ————, while cannonball represent ————.

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

Question 14: 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
• landing page / journey map
• internet / inbound marketing
• universe / careers

Question 15: Fill in the blank; Marketing automation is a software platform designed to help marketers automate _______ tasks.

• Ineffective
• Repetitive
• Lucrative
• Boring

Question 16: How can audience segmentation enhance your inbound marketing efforts?

• Audience segmentation can help you automate the most mundane marketing task so you can free up time for your and your team to focus on creative.
• Audience segmentation can help you A/B test and experiment with the type of experience you are providing to continue to optimize your marketing efforts.
• Audience segmentation can help you monitor your competitors social media efforts so you can see what resonates with your potential leads and customers.
• Audience segmentation can help you deliver personalized, unique experiences in your marketing outreach.

Question 17: 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.
• Select one distribution channel, identify your audience’s preferred channels, and stay up to date with emerging channels.
• Set a content distribution goal, identify your audience’s preferred channels, and outline your distribution plan.
• Select one distribution channel, run tests for new marketing channels, and outline your distribution plan.

Question 18: How can you ensure your blog content initiates action? Select all that apply.

• Include CTA offers for each of your personas.
• Use actionable and specific language.
• Design your CTA to stand out.
• Add exit intent pop-ups for each blog.

Question 19: How can you ensure your content drives action?

• Add a link to your company’s website.
• Include your company logo.
• Include a CTA.
• Add testimonials from customers.

Question 20: How can you ensure your podcast content initiates action? Select all that apply.

• Include your CTA link in the show notes.
• Increase the volume when mentioning the CTA.
• Shorten your URL to keep CTAs concise.
• Consider mid-roll CTAs.

Question 21: 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.
• Repeat your CTA at least five times throughout your video.

Question 22: How can you refine your content distribution strategy?

• Set a content distribution goal.
• Identify your audience’s preferred channels.
• Run tests for new marketing channels.
• Align your strategy with sales initiatives.

Question 23: How do you set an effective content distribution goal? Select all that apply.

• Determine your DRIs.
• Identify a purpose.
• Confirm it aligns with sales.
• Craft a SMART goal.

Question 24: How many buyer persona interviews should you aim to complete?

• 1-2
• 8-10
• 30-40
• There is no number of buyer personas interviews to aim to complete

Question 25: If you’re trying to improve customer lifetime value, which phase should you focus on in your marketing flywheel?

• Attract
• Engage
• Delight
• Consideration

Question 26: Selecting a web analytics tool would be a part of which step of implementing behavioral marketing and customer segmentation?

• Define the interactions you want to track.
• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use this information to segment your contacts.

Question 27: True or false? Artificial intelligence is technology that executes tasks based on if-then statements.

• True
• False

Question 28: True or false? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively.

• True
• False

Question 29: True or False? Buyer personas can help you identify your target audience’s preferred content distribution channels.

• True
• False

Question 30: True or false? People are protective of their privacy and do not want their experiences to be highly personalized.

• True
• False

Question 31: 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.

• True
• False

Question 32: True or false: Statistical significance is an optional part of A/B testing.

• True
• False

Question 33: True or False? The most effective way to initiate a buyer persona interview request is through a phone call.

• True
• False

Question 34: True or false? Using people’s information in inbound marketing is not inherently unethical.

• True
• False

Question 35: True or False? When conducting buyer persona interviews, make sure to include your colleagues who were involved in the sales process.

• True
• False

Question 36: True or False? You should have at least 3 buyer personas.

• True
• False

Question 37: Using software to enroll every person who downloads a specific ebook into a month-long email campaign is an example of what?

• Marketing automation
• AI
• Clean data
• Dirty data

Question 38: What is the drawback to using the last touch attribution model?

• This model would show low-value touches (like email clicks) equal to high-value conversion activities (like demo requests).
• This model makes it difficult to justify your team’s impact on your company’s bottom line.
• This model lacks the ability to recognize actions that occurred outside a certain window of time.
• This model ignores potentially influential interactions that occurred on the path to purchase.

Question 39: What is a buyer persona?

• Your customers
• A fictional representation of your ideal customer
• A summary of your last 10 customers
• People who aren’t a good fit for your business

Question 40: 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.
• 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.
• A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
• A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.

Question 41: Fill in the blank: A negative persona is a person who_______.

• isn’t a good fit for your business.
• speaks negatively about your business.
• is the exact opposite of your buyer persona.
• you have not gotten the chance to talk to.

Question 42: What is an attribution model?

• A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
• A type of marketing experiment where you split your audience to test a number of variations of a campaign to determine which performs better.
• 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.
• A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.

Question 43: What question can help define your awareness stage?

• How do buyers perceive the pros and cons of each solution?
• What symptoms are your buyers experiencing?
• What criteria do buyers use to evaluate the available offers?
• Who needs to be involved in the purchasing decision?

Question 44: What role can a CRM play in effective martech stack?

• A CRM can help you measure, monitor and evaluate your online visibility and contain tools to help you build links, conduct keyword research and competitive analysis, audit your site and more.
• A CRM can help you create and curate awesome social content and schedule your posts as well as manage your social media tasks and measure your ROI.
• 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.
• A CRM provides a centralized location to create and distribute valuable content to attract and retain a clearly defined audience.

Question 45: 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.
• Marketing attribution can help you conduct market research to forecast what types of changes you should make to optimize your content.
• Marketing attribution can help you effectively assign different tasks and to-do lists to your team members to ensure your entire team continues to collectively solve for your customers.
• Marketing attribution can help you determine what channels and campaigns are effectively generating leads and customers for your organization.

Question 46: What should you consider when identifying a marketing channel to test? Select all that apply.

• Target audience
• Your goals
• KPIs (key performance indicators)
• Available resources to create promotional assets

Question 47: What step should you always incorporate into your content creation workflow?

• Editing
• Writing
• Designing
• Distributing

Question 48: 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?
• Which type of customers have the highest propensity to return and buy from us again?
• Why did our search campaigns outperform our social campaigns last month?

Question 49: What’s the difference between single source attribution and multi-touch attribution models?

• There is no difference between single source attribution and multi-touch attribution models.
• Single source attribution models assign each contributing channel a slice of credit for the final conversion, while multi-touch attribution models only give credit to the channel most responsible for the final conversion.
• 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.
• Single source attribution reporting was invented first. Once technology advanced, multi-source attribution became the new method of reporting.

Question 50: When implementing marketing automation and AI into your internal processes, journey mapping can be helpful to which aspect?

• Customer segmentation
• Scalability
• Data hygiene
• Cadence and content

Question 51: When is an appropriate time to conduct a buyer persona interview?

• When the prospect is evaluating your solution
• A year after the customer purchased your solution
• After the customer went through onboarding
• After the customer completed the sales cycle, but before they go through onboarding

Question 52: Checking for statistical significance when testing a new marketing channel ensures:

• You developed a strong hypothesis.
• You’ve chosen the correct KPIs.
• You achieve similar results next time.
• Your hypothesis is correct.

Question 53: Which distribution channels help drive new audiences? Select all that apply.

• Online forums
• Social media ads
• Email
• Guest posts

Question 54: From an inbound perspective, why is it important to know your audience and who you’re trying to reach online?

• Understanding your ideal customers and key demographic information (such as income) can help you set realistic goals in terms of how much money you can make off of each customer.
• 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.
• Understanding what your ideal customers are thinking and feeling as they browse your website helps you better manipulate their emotions and propensity to buy from you.
• Understanding your ideal customers helps you identify where you have the competitive advantage over your competitors.

Question 55: Why should you create a negative persona?

• To prioritize your marketing and sales efforts to the right people
• To know where to spend your ad budget
• To better curate a buyer persona story
• All of the above.

Question 56: 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
• Journey mapping
• Implicit segmentation
• Explicit segmentation

Question 57: 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?

• Stop sending the emails immediately. The subscribers have spoken.
• Reinvest all email marketing resources into social media platforms like TikTok, to see if users prefer to engage there.
• 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.
• Continue to send the emails. It’s likely a drop due to seasonality, but nothing to worry about immediately.

Question 58: 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.
• Write at least one blog article a day to prove to your audience that you’re a thought leader.
• Use a blogging layout that makes it easy for the reader to locate evergreen content.

Question 59: 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 quiz that asks questions about their dog’s behavior and identifies what their dog is struggling with
• A blog post that explains the differences between a dog trainer, dog behaviorist, and veterinarian
• A YouTube video that provides recommendations on healthy dog food
• A case study that shares how a company helped a first-time dog owner overcome anxiety and teach obedience

Question 60: 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 quiz that asks questions about their dog’s behavior and identifies what their dog is struggling with
• A YouTube video that provides recommendations on healthy dog food
• A blog post that explains the differences between a dog trainer, dog behaviorist, and veterinarian
• A case study that shares how a company helped a first-time dog owner overcome anxiety and teach obedience

Question 61: Fill in the blank: Most tools require you have a confidence threshold of ————, in order to declare a winner in an A/B test.

• 78%
• 85%
• 90%
• 95%

Question 62: Fill in the blank. As an inbound marketer, you don’t just want your touchpoints to be efficient, you want them to be __________.

• Effortless
• Energizing
• Empathetic
• Elephants

Question 63: 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
• landing page / journey map
• internet / inbound marketing
• universe / careers

Question 64: Fill in the blank. Marketing automation is a software platform designed to help marketers automate ______ tasks.

• Ineffective
• Repetitive
• Lucrative
• Boring

Question 65: How can you balance multiple content distribution goals?

• Identify your primary goal against any secondary goals.
• Assign a DRI for each of your goals.
• Identify your primary goal and ignore all other goals.
• Revise your goal because you can’t have multiple initiatives.

Question 66: How does the full path attribution model calculate credit?

• Equal credit is assigned to all interactions that occurred before the conversion.
• 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.
• More credit is given to interactions that happen closer in time to the conversion.
• All credit is assigned to the last interaction that led to a conversion like a closed won deal.

Question 67: How does the linear attribution model calculate credit?

• Equal credit is assigned to all interactions that occurred before the conversion.
• 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.
• More credit is given to interactions that happen closer in time to the conversion.
• All credit is assigned to the last interaction that led to a conversion like a closed won deal.

Question 68: 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?

• Run focus groups.
• Tap into audience insight tools.
• Review your analytics.
• Conduct one-on-one interviews.

Question 69: 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.
• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use this information to segment your contacts.

Question 70: 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.

• Measurable
• Attainable
• Relevant
• Time-bound

Question 71: True or False? An effective content distribution strategy is all about getting your content in front of the most people.

• True
• False

Question 72: True or false? It’s appropriate to offer monetary incentives for buyer persona interviews.

• True
• False

Question 73: True or false: The “independent variable” in an A/B test is the control or the variation that remains unchanged.

• True
• False

Question 74: 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
• False

Question 75: Try to uncover all of the following during a buyer persona interview EXCEPT:

• Their onboarding experiences
• Hobbies
• Shopping preferences
• Blogs they read

Question 76: What are some ways you can deliver personalized experiences to your visitors? Select all that apply.

• Tailored Recommendations
• Email Blasts
• Dynamic Content
• Pillar Pages

Question 77: 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.
• The buyer’s journey is used by the marketing team, while the customer journey is used by the customer support team.
• The buyer’s journey focuses on attracting and engaging leads, while the customer journey focuses on delighting customers.
• The buyer’s journey focuses on how leads engage with your website, while the customer journey focuses on how customers engage with your website.

Question 78: What question can help define your consideration stage?

• How do buyers perceive the pros and cons of each solution?
• What symptoms are your buyers experiencing?
• How do buyers describe their challenges or goals?
• What criteria do buyers use to evaluate the available offers?

Question 79: What question can help define your decision stage?

• How do buyers describe their challenges or goals?
• What are possible solutions to address their challenge or goal?
• How do buyers perceive the pros and cons of each solution?
• What criteria do buyers use to evaluate the available offers?

Question 80: Which distribution channel drives results fastest?

• Social media
• Google ads
• Website
• Brand mentions

Question 81: Which distribution channels allow you the most control over your content? Select all that apply.

• Guest posts
• Paid influencer ads
• Website
• Email

Question 82: Why should you curate a buyer persona story?

• 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
• All of the above

Question 83: Database segmentation, marketing automation, and multichannel communication are examples of strategies that happen at which stage of your marketing flywheel?

• Attract
• Engage
• Delight
• Consideration

Question 84: 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?

• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use this information to segment your contacts.
• Use your segmentation to nurture.

Question 85: Using software to check my writing for tone, level of formality, and fluency is an example of what?

• Clean data
• Dirty data
• Marketing automation
• AI

Question 86: What is A/B testing?

• A statistical model that helps you define the credit assigned to each interaction a visitor takes along their buyer’s journey at your organization.
• A type of marketing experiment where you split your audience to test a number of variations of a campaign to determine which performs better.
• A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
• A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.

Question 87: What tools should you consider to help streamline your content creation process? Select all that apply.

• A CMS
• A content planning tool
• A CRM
• Analytics tool

Question 88: 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.
• If you understand the underlying motivations and roadblocks of your audience members, you can unlock why they may go to your competitors and proactively write content to prevent that.
• If you understand the underlying motivations and roadblocks of your audience members, you are likely collecting other demographic data — like where your target audience lives and what radio stations they listen to. This makes it easier to place strategic outbound ads that align with their schedules and behaviors.
• Trick question. You don’t need to understand the underlying motivations and roadblocks of your audience members to create excellent content that sells. Great products sell themselves.

Question 89: 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?

• Creating a buyer persona
• Journey mapping
• Implicit segmentation
• Explicit segmentation

Question 90: 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.
• Post the same content you post on your Instagram or Facebook accounts. Because that content already resonates with customers on those channels, it will most likely resonate with customer browsing Pinterest.
• Try out several different brand voices and concepts across your content, even if they don’t directly match your brand. Even if it feels off-brand at first, you’ll find your niche. Worst case, you have a couple of posts that fall flat.
• Curating Pinterest boards around the aspirations of your target customer— such as popular hiking and travel destinations.

Question 91: 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.

• Advertising
• Web Analytics
• Funnel reports
• TikTok

Question 92: Noticing spikes or dips in specific behaviors and quantifying them is an example of which step of implementing behavioral marketing and customer segmentation?

• Define the interactions you want to track.
• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use your segmentation to nurture.

Question 93: 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 watches a few YouTube videos and learns their dog is suffering from anxiety. Dia gives the dog anti-anxiety medicine.
• 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.
• Dog-owner Dia struggles to handle their dog while walking because it disobeys and has anxiety when approaching new dogs. Dia is looking for a dog specialist to help, but isn’t sure whether to talk with a dog trainer, dog behaviorist, or veterinarian.
• Dog-owner Dia struggles to handle their dog while walking because it disobeys and has anxiety when approaching new dogs. They’re looking for a dog trainer that provides obedience training and can socialize their dog to overcome its anxiety. Dia uses Yelp to compare local dog trainers.

Question 94: Which of the following is NOT a way to strategically utilize marketing automation and AI in your customer-facing processes regarding cadence and content?

• Content accuracy
• Journey mapping
• The level of personalization to the individual
• Send-time optimization

Question 95: 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.
• Interview your marketing team.
• Run focus groups with customers.
• Publish online surveys.

Question 96: Addressing data privacy is a portion of which part of your internal processes?

• Tech stack organization
• Cadence and content
• Data hygiene
• Journey mapping

Question 97: Roughly how long should your buyer persona interviews take?

• 10 minutes
• 1 hour
• 20 minutes
• 20 minutes a week for a month

Question 98: 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.

• True
• False

Question 99: Which of the following is an example of a buyer’s journey?

• Dog-owner Dia is a first-time dog owner that rescued an adult dog from a local shelter. They work from home and enjoy playing with their dog on breaks. They enjoy watching dog training YouTube videos and subscribe to channels like “The Pawfect Pup” and “Ruff Life”.
• Dog-owner Dia hired a local dog trainer to teach their dog obedience. They want to make the most of their sessions with their dog trainer, but unsure how. Dia receives a reminder email about their upcoming session, which includes details on how to prep for the session.
• 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.
• Dog-owner Dia hired a local dog trainer to teach their dog obedience. They’ve completed three dog training sessions and are already seeing a positive change in their dog’s behavior. They leave a five-star Yelp review for the dog trainer and recommend the trainer to friends.

Question 100: All of the following are examples of a SMART goal EXCEPT:

• Increase year over year traffic by 30%.
• Significantly reduce the amount of time the team spends on creating content.
• Add five new content formats to the website by end of year.
• All of the above are SMART goals.

Question 101: Which of the following is NOT a category you should organize your content audit by?

• Buyer’s journey stage
• Content length
• Marketing funnel stage
• Content title

Question 102: True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.

• True
• False

Question 103: 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
• Google analytics
• Quora
• Buzzsumo

Question 104: 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
• False

Question 105: All of the following are helpful ways to promote your pillar pages on your website EXCEPT:

• Top navigation
• A dedicated section with a CTA near the top of the homepage
• A link on every website page even if the content isn’t relevant
• All are true

Question 106: 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.

• Panda
• Hummingbird
• RankBrain
• Penguin

Question 107: True or false? It’s recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource.

• True
• False

Question 108: True or false? A resource pillar page should only be made up of internal website links.

• True
• False

Question 109: True or false? Social media is a key driver for word-of-mouth marketing.

• True
• False

Question 110: There are many benefits to having a social media strategy. Which answer is NOT one of them?

• Social media helps you expand your other marketing efforts.
• Social media helps you attract buyers.
• Social media helps you send better emails.
• Social media is a key driver for word-of-mouth marketing.

Question 111: True or false? A buyer persona is as important as business objectives when developing a social media strategy.

• True
• False

Question 112: True or false? One of the best uses of Twitter is networking in private groups.

• True
• False

Question 113: Which network has the longest life for a piece of content?

• Facebook
• LinkedIn
• Snapchat
• Pinterest

Question 114: On which social network should you share content most frequently?

• Facebook
• LinkedIn
• Twitter
• Pinterest

Question 115: What is Snapchat’s largest age demographic?

• 12 years to 24 years
• 18 years to 30 years
• 22 years to 35 years
• 30 years to 50 years

Question 116: What is social listening?

• Having conversations with individuals talking about your industry, brand, products, and services
• Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
• Tracking, analyzing, and responding to conversations across the internet
• Participating in art, music, and government

Question 117: What is social monitoring?

• Having conversations with individuals talking about your industry, brand, products, and services
• Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
• Tracking, analyzing, and responding to conversations across the internet
• Participating in art, music, and government

Question 118: What is social engagement?

• Having conversations with individuals talking about your industry, brand, products, and services
• Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
• Tracking, analyzing, and responding to conversations across the internet
• Participating in art, music, and government

Question 119: True or false? Social listening can help you find leads.

• True
• False

Question 120: True or false? Social content is only used during the attract and delight stages of the inbound methodology.

• True
• False

Question 121: Fill in the blank: If you plan to do real-time marketing, you’ll need to use __________.

• An influencer marketing agency
• Paid advertising
• Social listening
• Animated. gifs

Question 122: Fill in the blank: Instagram stories are a great way to _____________.

• demonstrate complex concepts quickly and easily
• directly message a customer to answer a question
• deliver video podcasts
• drive traffic and engagement

Question 123: All of the following are metrics you need to track in your social media audit EXCEPT:

• True
• False

Question 124: All of the following are metrics you need to track in your social media audit EXCEPT:

• Engagement
• Bounce rate
• Content performance
• Content publishes time

Question 125: 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
• A method to direct your audience in all channels to the best way they can have a conversation with you
• A way to reach your customers and prospects in unprecedented ways, with greater reach and more specific targeting than ever before
• A tool to look for unhappy customers of a competitor and reach out with an offer to help, thus generating leads

Question 126: True or false? Prospects who follow a company’s social channels are more likely to convert into customers.

• True
• False

Question 127: What is the definition of lead nurturing?

• A process of building relationships with prospects with the goal of earning their business when they’re ready
• A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action
• A marketing effort focused on engaging with your leads AND customers in a way that encourages them to progress toward multiple actions at the same time
• A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase

Question 128: What is lead nurturing’s three-pronged approach for delivering helpful content?

• Timely, efficient, and targeted
• Timely, contextual, and process-based
• Effective, efficient, and targeted
• Targeted, persona-driven, and contextual

Question 129: 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
• Delight
• Attract
• Convert

Question 130: 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 an email to schedule a demo call with your sales rep.
• Send a follow-up piece of content that builds off that subject.
• Send 2-3 pieces of content that encompass how to build a complete email strategy.
• Don’t send anything yet, wait for them to reach back out.

Question 131: What are three key elements that any lead nurturing strategy will need?

• Contact management, segmentation, and the buyer’s journey
• Buyer personas, the buyer’s journey, and lead nurturing software
• Lead nurturing software, contact management, and segmentation
• Segmentation, buyer personas, and the buyer’s journey

Question 132: 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.
• Contact management is tool that helps you manage your contacts.
• Contact management is a strategy that focuses on tool-agnostic strategy to manage your contacts.
• Contact management is how you track the email deliverability rate of your contacts.

Question 133: 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
• Attract, consideration, and delight
• Awareness, consideration, and conversion
• Awareness, decision, and delight

Question 134: 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
• Identifying the timeline, measuring your content, and segmenting your contacts
• Testing your content, identifying the timeline, and creating additional content
• Organizing your contacts, creating content, and identifying the timeline

Question 135: True or false? You can nurture both your leads and your customers.

• True
• False

Question 136: 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
• Conversion path
• Lead nurturing campaign
• Content strategy

Question 137: What is a conversation?

• A conversation is an interactive communication between two or more parties.
• A conversation is an interactive communication that can only occur in person or over the phone.
• A conversation is an interactive communication between robots.
• A conversation is the passive communication that occurs through likes and shares on social media channels.

Question 138: Where do conversations fit into your inbound marketing strategy?

• Conversations fit into your inbound marketing strategy because you’re going to need to have one with your team now that you know what inbound is all about.
• Conversations are only for outbound marketers. Content and promotion is for inbound marketers.
• 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.
• By using channels that your buyers personas consider “trendy,” your brand maintains its reputation of being relevant and up to date.

Question 139: What is a conversational growth strategy?

• The long-term planning, creation, and management of your content marketing efforts
• The delivery of the right message to the right person at the right time, every time
• The creation and management of your combined conversion efforts
• The long-term planning, creation, and management of your professional network

Question 140: Why are conversations important in an inbound strategy?

• You need to have conversations with your team once you know what inbound is all about.
• Conversations are only for outbound marketers. Content and promotion are for inbound marketers.
• Conversations can deliver your content in a consistent and relationship-focused way.
• Conversations might be considered trendy by your buyer personas, so your brand will gain more traction in the social media space.

Question 141: What are the steps to implementing a conversational growth strategy?

• Think, Plan, Build
• Think, Plan, Grow
• Think, Optimize, Chat
• Chat, Spend, Share

Question 142: 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.
• That it is significant, cheap, and easy.
• That it is purposeful, replicable, and impactful.
• That it is relationship-focused, replicable, and easy.

Question 143: What role does optimization play in your conversational growth strategy?

• Unlike conversions, conversations are evergreen and don’t need to be optimized.
• As conversations are unique exchanges with many website visitors, they cannot be optimized.
• Conversations need to be optimized once every four months.
• You need to iterate and optimize your conversations over time.

Question 144: What is shared knowledge?

• The collective hive mind of HubSpot users.
• Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns.
• Shared knowledge is the data you purchase in lists.
• The information you repurpose across channels for your website visitors.

Question 145: 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
• False

Question 146: 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.

• True
• False

Question 147: True or false? An effective conversion path must include a landing page.

• True
• False

Question 148: How do you calculate a conversion rate?

• Divide the number of people who viewed your conversion opportunity by the number of people on your marketing team.
• Divide your total number of website visitors who had visited your site to date by the total number of people who converted on your net new form.
• Divide the number of people who converted on your call-to-action, form, etc., by the total number of people who viewed it.
• Divide your total number of website visitors by your total number of company employees.

Question 149: 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
• Removing the navigation bar
• Carefully placing your pop-ups
• Experimenting with the design and elements on a page

Question 150: What is the difference between reporting and analytics?

• Reporting explains what has happened, while analytics is an attempt to explain why something has happened.
• Analytics explains what has happened, while reporting is an attempt to explain why something has happened.
• Trick question! There isn’t one.
• Reporting is for journalists, while analytics is for marketing, sales, and services representatives.

Question 151: What are SMART goals?

• Specific, Marketable, Attractive, Responsible, Testable
• Specific, Marketable, Attainable, Relevant, Testable
• Specific, Measurable, Attainable, Relevant, Timely
• Specific, Measurable, Attractive, Relevant, Timely

Question 152: Define a conversion path.

• The method by which you encourage someone on your site to move down your funnel.
• The method by which you encourage someone to visit your site from social media.
• The method by which you encourage someone to spend 30 minutes or more on your website.
• The method by which you encourage someone to read your well-crafted automated email.

Question 153: What are the steps for creating a conversion path?

• Attract, convert a lead, close a deal, and delight a customer.
• Create awareness, determine your end point, chart your course, and analyze.
• Create awareness, determine your end point, chart your course, build a ship, ahoy matey.
• Create awareness, chart your course, optimize, convert a qualified lead.

Question 154: 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%
• 16.6%
• 33.3%
• 50%

Question 155: True or false? Conversion optimization is NOT an iterative process.

• True
• False

Question 156: True or false? Conversion optimization can positively impact your return on investment.

• True
• False

Question 157: What is conversion optimization?

• Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.
• Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.
• 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.
• Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.

Question 158: What are the steps of conversion optimization?

• Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.
• Define your objective, establish your baseline, form a hypothesis, design your tests, analyze your data.
• Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.
• Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.

Question 159: How long should you let your conversion optimization experiments run (on average)?

• 1 week
• 4 weeks
• 12 weeks
• 48 weeks

Question 160: 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?

• I think this change will work because I know my buyer persona really well.
• 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.
• The conversion rate will increase by 87%. Constant change on product and services pages increases trust.
• By changing this page’s copy, the conversion rate will increase.

Question 161: What is SCOPE?

• Standardize, Contextualize, Optimize, Personalize, Empathize
• Specialize, Contextualize, Optimize, Personalize, Epitomize
• Standardize, Contextualize, Organize, Personalize, Energize
• Standardize, Contextualize, Organize, Personalize, Expertize

Question 162: 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
• A lead in your database
• A true view of your personas
• A completely fictional representation of your ideal customer based on real data and some select educated speculation

Question 163: True or false? A call-to-action must be a button.

• True
• False

Question 164: What is another commonly used term for conversion optimization?

• Conversion content strategy optimization
• Lead conversion optimization
• Relationship rate optimization
• Conversion rate optimization

Question 165: 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
• Automation tools to help automate sales-specific actions
• The thought process behind delivering information in lead nurturing
• The software that is used for your entire inbound strategy

Question 166: Fill in the blank: If lead nurturing is the content, then segmentation is __________.

• how content is created
• a contact management strategy
• how you provide context
• None of the above

Question 167: 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 invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue. This would increase the amount of people in your funnel and therefore the amount of people moving through your funnel.
• 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.
• You could invest additional resources in your sales team. The more you increase that team’s overall job satisfaction, the more encouraged they will feel to make each and every sale count. This will have a positive impact on the efficiency of your funnel.
• You could increase the budget of your services team. By increasing the amount of customers that retain with your company, you will need less net new gains to generate the desired level of revenue.

Question 168: 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
• tool for managing your contacts
• tool-agnostic strategy for managing your contacts
• process for how you track the email deliverability rate of your contacts

Question 169: Which of the following is NOT a benefit of having a social media strategy?

• Social media helps you expand your other marketing efforts.
• Social media helps you attract buyers.
• Social media helps you send better emails.
• Social media is a key driver for word-of-mouth marketing.

Question 170: True or false? It’s necessary to conduct a social media audit every 2–3 years.

• True
• False

Question 181: Why would you want to conduct a social media audit? Choose all that apply.

• To track a new campaign, you are developing
• 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
• To help you determine where you may have broken website links

Question 182: Where might you consider placing links to your social media channels?

• On your business cards
• In your presentation templates
• On your website
• At the bottom of your newsletter
• All of the above

Question 183: The five fundamentals of inbound marketing are:

• SEO, social media promotion, conversion, reporting, email marketing
• Buyer personas, buyer’s journey, setting goals, lead nurturing, SEO
• Contacts, buyer personas, buyer’s journey, content, setting goals
• Attract, engage, delight, segmentation, SEO

Question 184: Why is goal setting important to inbound marketing?

• Creates alignment among your marketing, sales, and services teams
• Helps you measure the success of your inbound marketing efforts
• Gives you guard rails for your content
• All of the above

Question 185: What is a contact?

• One of your existing customers
• Anybody your company markets to, sells to, partners with, engages with, or employs
• A person sent by the intelligence agency of his or her own country who approaches an intelligence agency in the hope of being recruited as a spy
• A piece of software or a platform that helps you keep track of your leads, prospects, and customers

Question 186: True or false? Marketing only occurs during the Attract stage of the inbound methodology.

• True
• False

Question 187: When identifying buyer’s journey content for a long-term content strategy, it’s important to focus on content for which stage(s)?

• Awareness
• Consideration
• Decision
• All of the above

Question 188: What three criteria should you use when deciding to automate a conversation on your website?

• That it is significant, cheap, and easy.
• That it is purposeful, replicable, and impactful.
• That it is repeatable, predictable, and impactful.
• That it is relationship-focused, replicable, and easy.

Question 189: Which of the following questions can help you determine which channel is right for you?

• Are my visitors engaging with this channel?
• Does this channel solve for my visitors’ needs?
• Is this channel right for my team?
• All of the above

Question 190: 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
• Removing the navigation bar
• Using simple, compelling copy to frame your content offer
• Experimenting with the design or layout of the page

Question 191: Which of the following would be the most appropriate call-to-action to place at the bottom of an awareness-stage blog post?

• “Request Your Free Consultation”
• “Your Custom Quote Is Waiting for You”
• “Download a Team Communication Guide”
• “Download Our Pricing Guide”

Question 192: All of the following elements will help readers easily digest the content of a blog post EXCEPT:

• Images
• Calls-to-action
• Bolding
• Whitespace

Question 193: What is an example of a great value offer?

• Educational videos
• Free tools
• Blog posts
• Whitepapers
• All of the above

Question 194: Fill in the blank: a conversion path is the method by which you encourage someone to __________.

• move down your funnel
• visit your site from social media
• spend 30 minutes or more on your website
• read your well-crafted automated email

Question 195: What area(s) can you experiment with when you’re optimizing a conversion opportunity?

• The design of the conversion opportunity itself (e.g., the CTA colors, length of form, etc.)
• Any copy on or surrounding the conversion opportunity
• Supporting images, links, headlines, testimonials, social proof
• All of the above

Question 196: What does a content compass helps organize monthly initiatives by?

• SMART goals
• Sales campaigns
• Inbound marketing campaigns
• All of the above

HubSpot Inbound Marketing Certification Exam Answers

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