HubSpot Inbound Marketing Certification Exam Answers

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

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.

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.

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 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.

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.

What is SCOPE?

Standardize, Contextualize, Optimize, Personalize, Empathize

Specialize, Contextualize, Optimize, Personalize, Epitomize

Standardize, Contextualize, Organize, Personalize, Energize

Standardize, Contextualize, Organize, Personalize, Expertize

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

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? An effective conversion path must include a landing page.

True

False

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

True

False

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

Using simple, compelling copy to frame your content offer

Experimenting with the design or layout of the 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.

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

What is another commonly used term for conversion optimization?

Conversion content strategy optimization

Lead conversion optimization

Relationship rate optimization

Conversion rate optimization

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.

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.

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

True

False

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 which 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

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

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., 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.

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? 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

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

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

True

False

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

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:

Engagement

Bounce rate

Content performance

Content publish times

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

True

False

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

True

False

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

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

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.

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

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

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

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.

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.

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

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.

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

What does the acronym SMART stand for in SMART goals?

Specific, Marketable, Attractive, Responsible, Testable

Specific, Marketable, Attainable, Relevant, Testable

Specific, Measurable, Attainable, Relevant, Timely

Specific, Measurable, Attractive, Relevant, Timely

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

True

False

Conversion optimization is __________.

investment that produces reliable month-over-month growth

focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey

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

the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity

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

1 week

4 weeks

12 weeks

48 weeks

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.

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 latest trip that your agency organized for a family

The affordable pricing of your family-friendly vacation packages

The best family-friendly vacation destinations

Why your agency provides the best experience for families

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

Number of views for each post

Popular articles by topic, author, or promotion channel

Number of clicks on the offer within the post

Number of keywords per blog post

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

It doesn’t matter as long as the title is descriptive.

Search engines show a limited amount of characters and a cut off title could affect click-through rates.

If the blog post will be shared on Twitter, a tweet can only have 140 characters.

You should only be including one primary keyword within your title.

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.”

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”

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

Images

Calls-to-action

Bolding

Whitespace

What are some reasons to have a Facebook business page rather than a personal page? Choose all that apply.

You must have a business page by Facebook.

You have access to analytics.

You can have up to 10,000 followers.

You can add a mission statement.

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

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

What is an example of a great value offer?

Educational videos

Free tools

Blog posts

Whitepapers

All of the above

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

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

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

What does a content compass helps organize monthly initiatives by?

SMART goals

Sales campaigns

Inbound marketing campaigns

All of the above

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

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

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.

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

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

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

Fill in the blank: __________ visually represents users’ clicks, taps, and scrolling behavior so that you can understand what users want, care about, and interact with on your site.

Hotjar

Google analytics

Quora

Buzzsumo

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

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

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.

You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company’s bottom line and return on investment in mind, which of the following is the most strategic approach to take?

You could invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue.

You could increase the chances of your current traffic choosing to convert and move down your funnel.

You could invest additional resources in your sales team.

You could increase the budget of your services team.

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

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

True

False

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

Get Certified in HubSpot Inbound Marketing!

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

December 29, 2019 By CertificationAnswers

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

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

December 29, 2019 By CertificationAnswers

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

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

December 29, 2019 By CertificationAnswers

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