HubSpot Inbound Marketing Certification Exam Answer – Updated July 2017

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Hubspot Inbound Marketing Certification Exam – Updated July 2017

A customer who recently purchased your product realizes that it’s not the right solution for the problem they were trying to solve. He would like to return the product. Which stage of the buyer’s journey is your customer in?

  • Awareness
  • Consideration
  • Decision
  • None of the above

A website visitor is reading the blog post you published last month. They’re intrigued by the call-to-action that you have at the bottom of your post, so they decide to click it and are redirected to a form which they fill out and submit. Which Inbound Methodology stage is being described in this scenario?

  • Delight
  • Close
  • Attract
  • Convert

You’ve been tasked with helping to research your organization’s buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?

  • Yes, you should try to interview all types of customers. That way you’ll have a better idea of the ideal buyer you’re trying to market and sell to.
  • Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven’t used your product/service.
  • No, you shouldn’t be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don’t know your organization.
  • No, you shouldn’t be reaching out to bad customers. They will skew the buyer persona story since they aren’t your ideal customer.

What is the buyer’s journey?

  • It’s the active research process someone goes through leading up to a purchase.
  • It’s the set of actions that a buyer goes through after he or she made a purchase.
  • It’s the Inbound Methodology but from the buyer’s perspective.
  • It’s the experience your prospect goes through when learning about your brand.

You’ve joined a startup company. Before building out your content strategy, you’ll need to develop your company’s primary buyer persona. What’s the appropriate order for developing the buyer persona for your startup?

  • Research, identify trends, and create persona stories
  • Create persona story, test and optimize, and make assumptions
  • Make assumptions, identify trends, and ask company employees for input
  • A buyer persona shouldn’t be developed at this time.

True or false? Buyer personas are effective for all organization types.

  • True
  • False

What are inbound links?

  • Links to resources on an external website
  • Links pointing from one of your blog posts to another page on your website
  • Links that you create within your inbound content
  • Links back to your website from another website

You’re writing a new blog post. Your boss tells you that she wants to get found for the keyword “free project collaboration software”. Which is the best response to her request?

  • “We should do ‘collaboration software’ instead. Your suggestion isn’t broad, so it probably gets a low volume of searches, meaning not many blog post views.”
  • “We’re on the right track, but we should try to get found for ‘collaboration software for projects’ instead. We need to match our keyword to exactly what people are searching for.”
  • “Let’s create a blog post with this keyword. It’s a term our buyer persona would use and is a long-tail version of collaboration software.” 
  • “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”

For a blog post, include your primary keyword in all of the following page elements EXCEPT:

  • Page title
  • Navigation
  • Headers
  • URL

If there are any images within a blog post or website page, why should you add alt-text to the image?

  • Allows a search engine to understand what that image is about
  • Allows that image to get found in image searches
  • Allows another place to be optimized with the primary keyword focus
  • All of the above

True or false? Every page should have a unique meta description.

  • True
  • False

Fill in the blank: The outlined Content Process steps are plan, create, _______, analyze, repeat.

  • distribute
  • target
  • research
  • publish

If your content is focused on the different solutions to your buyer persona’s problem, where would that content fit into the buyer’s journey?

  • Awareness
  • Consideration
  • Decision
  • All of the above

True or false? You have spent a lot of time planning and creating a great content offer. You are now done with the content process and should move on to create your next piece of content.

  • True
  • False

Which of the following is NOT a metric to consider when analyzing a content offer?

  • Performance by format type
  • Number of social shares
  • Open rate
  • Number of leads generated

You work for a company that manufactures prescription eyeglasses and want to create a piece of content for your buyer persona. Your buyer persona is someone that already has glasses, but it’s important for them to make sure their prescription is up-to-date while also being stylish. Which would be an effective Awareness stage offer for getting this persona’s attention?

  • A guide on how to find the right eye doctor
  • A webinar that covers this year’s eyeglass trends and the new styles your company will be releasing
  • A checklist on how to determine if it’s time to get a new pair of eyeglasses
  • A case study on how your company helped consumers find their perfect pair of eyeglasses

Fill in the blank: When creating a content offer, use _________ to determine the best content offer format.

  • your buyer personas
  • the buyer’s journey
  • content distribution
  • industry benchmarks

Analyzing the number of views for a blog post can tell you all of the following EXCEPT:

  • Whether you’ve picked the right call-to-action for your post
  • Which blog posts are performing best
  • Which topics are resonating with your readers
  • How much traffic each post is driving

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

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

Your boss wants a report on the success of your blog. What information should you NOT analyze?

  • Popular articles by topic, author or promotion channel
  • Number of views for each post
  • Number of keywords per blog post
  • Number of clicks on the offer within the post
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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
  • The affordable pricing of your family-friendly vacation packages
  • The latest trip that your agency organized for a family
  • Why your agency provides the best experience for families

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

Your boss wants you to blog primarily about your company news, its services, and various corporate events. What is your response?

  • “That’s a good idea. We want to attract the most qualified visitors with our posts, so we should help people understand our business.”
  • “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.”
  • “That’s a good idea. Blogging not only helps attract new visitors but convert leads as well. We can generate more qualified leads by including event calls-to-action at the end of the posts.”
  • “That’s not a good idea. The more focus our blog can have the better. We need to decide between company news, service, and corporate event announcements.”

According to HubSpot the R in SMART goal setting stands for ______.

  • Relevant
  • Reach
  • Realistic
  • Rational

Fill in the blank: ______ is used to measure the size of your potential audience.

  • Engagement
  • Impressions
  • Audience growth
  • Reach

Which of the following is an example of a SMART social media goal?

  • Increase leads from social media by 50% by the end of the month
  • Increase leads from Twitter from 50 to 100 leads by the end of the month
  • Increase leads from Twitter by the end of the month
  • Increase leads from Twitter by 50% from 50 to 75 leads

You’re responsible for managing your company’s social media accounts. Your colleague tells you about how a lot of businesses are using Pinterest to promote content. Your company doesn’t have a Pinterest account yet, so he encourages you to create one. How would you respond?

  • “Great idea. I’ll build out an account. We can use it to promote the new infographics that we’ll be creating.”
  • “That’s not a good idea. Pinterest isn’t as popular as other social media channels, so we won’t see much of an ROI for the amount of time we’d be putting in.”
  • “I like the idea but before we create an account, we should do some research. We need to determine if this is a social media channel that our buyer personas are spending time at.”
  • “Thanks for the suggestion, but a Pinterest account isn’t something that we’ll be creating. We already have three other social media accounts and it’s best to keep it to no more than three.”

Which of the following should NOT be included in a social media message?

  • Image
  • Video
  • Website link
  • None of the above

What elements should be tested on your CTA?

  • Color
  • Keywords
  • Placement on the page
  • All of the above

Fill in the blank: A call-to-action (CTA) is a button that promotes an offer and links to a(n) ______.

  • Landing page
  • Thank you page
  • Website page
  • Email

A CTA should always contain:

  • An image
  • Less than 7 words
  • An action verb
  • All of the above

Landing pages should contain all of the following EXCEPT:

  • Website navigation
  • A headline
  • A video
  • Social sharing icons

Fill in the blank: Landing pages are designed to _________.

  • Deliver a content offer to a lead
  • Close leads into customers
  • Be the page that a lead “lands” on, after filling out a form
  • Convert visitors into leads

True or False: A landing page navigation menu should be different from the rest of the site.

  • Your menu should be shorter to direct people to particular areas of your site.
  • Your menu should be the same as the rest of your site to be consistent.
  • Your menu should direct people to related content offers.
  • Your menu should not exist on a landing page.

A landing page should connect to a thank you page.

  • True
  • False

A form on your landing page should only ask the questions that your sales team needs to have answered.

  • True
  • False

All of the following are reasons to place a call-to-action on a thank you page EXCEPT:

  • Encourage leads to stay on your site
  • Thank your leads for their interest in your offer
  • Move leads further into the buyer’s journey
  • Keep leads converting on your website

A thank you page optimized for lead engagement contains:

  • An image
  • A link to your About Us page
  • Testimonials
  • A link to a specific blog post related to the topic

You should use an inline thank you message if you want to give more information to your new lead.

  • True
  • False

Fill in the blank: When using A/B testing for email, it’s important to _______.

  • never conduct an A/B test on more than 50 people, since your hypothesis might be wrong
  • test only one thing at a time so you can isolate the significant variable
  • test more than one thing to take advantage of the experiment
  • remember that A/B testing is only useful for larger organizations and isn’t useful until your company reaches a certain scale

Fill in the blank: Personalization tokens and list segmentation are both examples of using _____ in email.

  • A/B testing
  • context
  • content
  • marketing automation

Fill in the blank: The subject line of your email should ____.

  • be five words or less. Studies have shown subject lines over this number are not effective.
  • not contain personalization.
  • depend on the offer, industry, audience and device.
  • never reveal the full value of the email.
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Which of these is NOT a best practice when optimizing your emails for mobile?

  • Use clear and concise messaging. People are more likely to scan emails, regardless of what device they are using.
  • Use a responsive template. That way your email will conform to the device your reader is using.
  • Make your content comprehensive. Since people carry their phones with them everywhere, a captive audience is more willing to read a longer email.
  • Bigger is better. When it comes to text, images, and calls-to-action, be aware that people will be reading your email on smaller screens.

Fill in the blank: A ______ is an email that has been returned to the sender because the email address is invalid.

  • Hard bounce
  • Soft bounce

At the start of the year, your company has 5,000 leads. Over the course of the year, you generate another 1,000 leads. True or false: you now have 6,000 leads in your database that you can email.

  • True: An effective email marketing strategy is self-sustaining and will always help to generate new business
  • False: You cannot use email marketing to close leads into customers.
  • False: The average email list decays about 25% a year.
  • True: Purchased lists will allow a business to continuously add leads to their funnel with no adverse effects

According to the marketing and sales funnel, prospects are defined as:

  • Anyone that has downloaded a content offer
  • A lead that has had contact with your organization already
  • Website visitors who have signed up for a blog or an email newsletter
  • Anyone in the sales and marketing funnel who has requested a demo or trial

Why is the Sales Qualified Lead (SQL) stage important for both your sales and marketing teams?

  • It has no relevance to smarketing and is simply used for executive teams to track sales activity
  • It will help your sales and marketing teams remain on the same page in terms of the quality and volume of MQLs that marketing is handing over
  • It will help your marketing team determine if they need to use closed-loop reporting
  • There is no difference between an SQL and an MQL, thus this stage has no relevance to smarketing

True or False? Marketing is responsible for defining a Marketing Qualified Lead (MQL) and sales is responsible for defining a Sales Qualified Lead (SQL).

  • False: Both teams work together to come up with a common definition of the terms
  • True: Marketing and sales must use the same words, but it’s OK for the definitions to be different
  • False: As long as both teams understand what the other team is using as a definition, they can stay separate
  • True: It’s important for marketing and sales to have their own definition for the same words

Fill in the blank: Marketing and sales should be aligned around the same goal. Typically this is a shared _____ goal.

  • Revenue
  • Return on investment (ROI)
  • Persona
  • Visit

Smarketing is only helpful for increasing revenue for large organizations with 100+ employees.

  • True
  • False

Which of the following is the best example of why the sales process has changed?

  • Sales representatives wanted to remain in control
  • Sales representatives needed more transparency
  • Buying habits have changed
  • Buyers had difficulty finding the right information online

60% of a buyer’s purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?

  • Sales representatives should keep this in mind, but this doesn’t change the way the world should sell.
  • Buyers are more educated, so there’s less work for the sales representatives.
  • Sales representatives need to push and sell harder to convince buyers to make the right decision.
  • Sales representatives must evolve their selling to keep up with customers’ buying habits.

Your company has decided to take an inbound approach to sales. Which of the following does NOT align with your company’s new inbound sales practices?

  • Building relationships with your prospects
  • Utilizing content from each stage of the buyer’s journey
  • Leveraging the buyer’s context on calls
  • Using a scripted sales pitch on all calls

True or false? As an inbound sales representative, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.

  • True
  • False

If you were an inbound sales representative, how can you gain “trusted advisor status” with the people you connect with?

  • Build up your personal brand as a thought leader in your industry
  • Understand the prospect’s problem and identify quick wins for them
  • Be in the prospect’s industry for ten or more years
  • Have a lot of LinkedIn connections

When should you focus on delighting people?

  • From the very first moment someone interacts with your business
  • After they have used your product or service
  • At the beginning of the sales process
  • From the moment they become a customer to delight them into promoters

You want to improve your customer experience processes and your products to ensure you’re focused on delight. Which should you do to get the largest, most representative sample?

  • Talk to team members
  • Collect survey responses
  • Gather testimonials from your users
  • Send emails

What are the three pillars of delight?

  • Invent, Serve, Collaborate
  • Innovation, Communication, Education
  • Innovating, Connecting, Teaching
  • Invent, Communicate, Educate

It’s recommended you create some sort of interaction that takes place after someone purchases your product or service. What’s the most efficient and scalable tool you can use to do this?

  • Mail them a thank you note
  • Social media
  • Phone call
  • Email workflows

What’s an effective way to empower your team while not micro-managing them?

  • Give them a goal and let them figure it out.
  • Develop a set of defined principles that will help them operate autonomously.
  • Create scripts that your team must use when serving customers.
  • Have daily status check-in meetings to make sure they are working on the right things.

True or false? To ensure that search engines understand your website page, it’s necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.

  • True
  • False

What are the four guidelines to keep in mind when connecting with your leads over the phone?

  • Build rapport, know your audience, speak the prospect’s language, be helpful
  • Build rapport, sound happy, be helpful, schedule follow-up call
  • Be nice, know your audience, follow your planned agenda, be helpful
  • Sound interested, know your audience, follow your planned agenda, schedule follow-up call
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You would like to increase the number of clicks on your current CTA. What is the suggested approach to making changes to a CTA?

  • Don’t change the CTA – change the page that it’s on
  • Test multiple things at once to maximize the value of your experiment
  • Give it a totally new look
  • Change one element at a time

You’ve started a new business and along with that a new Facebook page for your brand. You’re sharing your new blog posts to Facebook about 2-3 times per month. You find that your account doesn’t have much audience engagement and you’re not seeing the results you were expecting. Rather than spend time on Facebook, you decide to spend your time on another social channel, like Twitter. Is this the right approach?

  • If your audience reach and engagement goals aren’t met, it means that you’re spending time on a social media channel that isn’t where your buyer personas are spending time.
  • Twitter is a better social media channel for sharing blog posts. Facebook is better for more visual content.
  • You should first try publishing on a more frequent and consistent basis, rather than 2-3 times per month. Regularly sharing content and updates can help with engagement and gives you an active presence.
  • Engagement is not a metric that you should be using to determine the ROI of a social media channel. You should be using audience growth instead.

When creating a blog title, why do the number of characters in the title matter?

  • It matters if the blog post will be shared on Twitter since this social media channel only allows 140 characters.
  • It matters because search engines show a limited amount of characters, and a cut off title could affect click-through rates.
  • It doesn’t matter as long as the title is descriptive.
  • It matters because you should only be including one primary keyword within your title.

True or false? Each prospect who comes to your website for the first time is always in the Awareness stage of the buyer’s journey.

  • True
  • False

Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is ______-centric.

  • marketer
  • sales
  • company
  • customer

True or false? To ensure that search engines understand your website page, it’s necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.

  • True
  • False

True or false? You should vary the time that you share content on your social media channels. That way you can discover the times your audience is most active and continue to share content during those times.

  • True
  • False

The rate of visitors converting on a landing page is affected by the CTA.

  • True
  • False

A thank you page allows you to complete all of the following EXCEPT:

  • Promoting additional offers to the lead
  • Providing a link to the offer
  • Emailing the offer to the lead
  • Enabling social sharing

Your boss asks you to do some reporting on your email performance from last quarter. Which email metric can you ignore?

  • Industry average
  • Open rate
  • Click rate
  • Bounce rate

 What is the most important reason for why marketing and sales should share the same goal(s)?

  • Alignment around goals makes it less expensive to run an organization.
  • Alignment around goals puts an emphasis on collaboration and holds marketing and sales accountable to each other.
  • Alignment around goals reduces the number of employees necessary to hit revenue goals.
  • Alignment around goals makes it easier for the company to manage employees.

Which interactions will build or destroy trust?

  • Only pre-sale interactions
  • Only post-sale interactions
  • All of the interactions
  • None of the interactions

What is lead nurturing?

  • The process of building relationships with prospects with the goal of earning their business when they’re ready.
  • The process of sending individual emails to get them to purchase your product or service.
  • The process of placing the right call-to-action in the right email and sending it to the right person.
  • The process of calling qualified prospects and engaging them with a consultative sales process.

What does the open rate of your email indicate?

  • That your email has converted leads
  • That your email is getting to your contacts’ inbox
  • That people are enticed to click on the offer in the email
  • That your subject line is effective

Which of the following is NOT a benefit that can be gained from closed-loop reporting?

  • Being able to identify which Marketing Qualified Leads are more likely to ask for a discount when signing a contract.
  • Being able to pass information to sales that can help aid them in connecting and engaging with contacts within the first 24 hours.
  • Being able to analyze which marketing sources (organic, social, referral, etc.) are producing the most customers.
  • Being able to provide a timeline of all of the interactions a contact took prior to becoming a Marketing Qualified Lead.

Marketing’s Service Level Agreement (SLA) to sales should always include:

  • The promise to engage with each lead at least three times before identifying them as a Marketing Qualified Leads.
  • A list of all leads on a weekly, monthly, quarterly or yearly basis that are not yet Marketing Qualified Leads.
  • It’s not important to include anything specific in a marketing SLA, just having one is what matters.
  • Number of Marketing Qualified Leads provided to the sales team on a weekly, monthly, quarterly or yearly basis.

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