HubSpot Inbound Marketing Certification Exam Answers
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.
Which of the following is NOT a category you should organize your content audit by?
Content title
Buyer's journey stage
Content length
Marketing funnel stage
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
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
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
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
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
True or false? It’s recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource.
True
False
True or false? A resource pillar page should only be made up of internal website links.
True
False
True or false? Social media is a key driver for word-of-mouth marketing.
True
False
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.
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
True
False
True or false? One of the best uses of Twitter is networking in private groups.
True
False
Which network has the longest life for a piece of content?
Facebook
Linkedin
Snapchat
Pinterest
On which social network should you share content most frequently?
Facebook
Linkedin
Twitter
Pinterest
What is Snapchat’s largest demographic?
12-24
18-30
22-35
30-50
What is social listening?
The step you take to have conversations with individuals talking about your industry, brand, products, and services.
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
How you track, analyze, and respond to conversations across the internet.
A method of changing art, music, governments, and businesses.
What is social monitoring?
The step you take to have conversations with individuals talking about your industry, brand, products, and services.
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
How you track, analyze, and respond to conversations across the internet.
A method of changing art, music, governments, and businesses.
What is social engagement?
The step you take to have conversations with individuals talking about your industry, brand, products, and services.
The method of actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more.
How you track, analyze, and respond to conversations across the internet.
A method of changing art, music, governments, and businesses.
True or false? Social listening can help you find leads.
True
False
True or false? Content is only used during the attract and delight stages of the inbound methodology.
True
False
If you plan to do real-time marketing, you’ll need to use what?
An influencer marketing agency
Paid advertising
Social listening
Animated .gifs
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
True or false? It’s necessary to conduct a social media audit every 2-3 years.
True
False
All of the following are metrics you need to track in your social media audit EXCEPT:
The posts with the most engagement (things like comments and likes)
The bounce rate
The types of content that have the best and worst performance
The publish time of posts that have the best engagement
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.
True or false? Prospects who follow a company’s social channels are more likely to convert into customers.
True
False
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.
By using lead nurturing, you can deliver helpful content with the right context. What is the three-pronged approach to help you do this?
Timely, efficient, and targeted approach
Timely, contextual, and process-based approach
Effective, efficient, and targeted approach
Targeted, persona-driven, and contextual approach
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
If a contact downloads a piece of your content, such as a newsletter titled, “The Best Ways to Create Subject Lines for Email,” what would be the best reaction you could take 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.
When creating a lead nurturing strategy for your business, you need a goal to create the big picture strategy for your lead nurturing campaigns. What are three key elements that any 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
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.
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
True or false? You can nurture both your leads and your customers.
True
False
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. What is this an example of?
SMART goal
Conversion path
Lead nurturing campaign
Content strategy
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.
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.
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.
What are the steps to implementing a conversational growth strategy?
Think, Plan, Build
Think, Plan, Grow
Think, Optimize, Chat
Chat, Spend, Share
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.
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.
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
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
True or false? An effective conversion path must include a landing page.
True
False
How do you calculate a conversion rate?
To calculate your conversion rate, divide the number of people who viewed your conversion opportunity by the number of people on your marketing team.
To calculate your conversion rate, 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.
To calculate your conversion rate, divide the number of people who converted on your call-to-action, form, etc., and divide it by the total number of people who viewed it.
To calculate your conversion rate, divide your total number of website visitors by your total number of company employees.
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
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.
What are SMART goals?
Specific, Marketable, Attractive, Responsible, Testable
Specific, Marketable, Attainable, Relevant, Testable
Specific, Measurable, Attainable, Relevant, Timely
Specific, Measurable, Attractive, Relevant, Timely
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.
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.
Situational example: 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%
True or false? Conversion optimization is NOT an iterative process.
True
False
True or false? Conversion optimization can positively impact your return on investment.
True
False
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.
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, and 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.
How long should you let your conversion optimization experiments run (on average)?
1 week
4 weeks
12 weeks
48 weeks
Situational example: 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. What’s 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.
What is SCOPE?
Standardize, Contextualize, Optimize, Personalize, Empathize
Specialize, Contextualize, Optimize, Personalize, Epitomize
Standardize, Contextualize, Organize, Personalize, Energize
Standardize, Contextualize, Organize, Personalize, Expertize
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
True or false? A call-to-action must be a button.
True
False
What is another commonly used term for conversion optimization?
Conversion content strategy optimization
Lead conversion optimization
Relationship rate optimization
Conversion rate optimization
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.
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.
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.
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
