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
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Home » HubSpot Inbound Marketing Certification Exam Answers
HubSpot Inbound Marketing Certification Exam Answers
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.
Buyer’s journey stage
Content length
Marketing funnel stage
Content title
True
False
Hotjar
Google analytics
Quora
Buzzsumo
True
False
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
Panda
Hummingbird
RankBrain
Penguin
True
False
True
False
True
False
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
False
Snapchat
12-24
18-30
22-35
30-50
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.
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.
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
False
True
False
An influencer marketing agency
Paid advertising
Social listening
Animated .gifs
demonstrate complex concepts quickly and easily
directly message a customer to answer a question
deliver video podcasts
drive traffic and engagement
True
False
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
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
False
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.
Timely, efficient, and targeted approach
Timely, contextual, and process-based approach
Effective, efficient, and targeted approach
Targeted, persona-driven, and contextual approach
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.
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.
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 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
False
SMART goal
Conversion path
Lead nurturing campaign
Content strategy
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.
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.
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.
Think, Plan, Build
Think, Plan, Grow
Think, Optimize, Chat
Chat, Spend, Share
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.
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.
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.
Standardize, Contextualize, Optimize, Personalize, Empathize
Specialize, Contextualize, Optimize, Personalize, Epitomize
Standardize, Contextualize, Organize, Personalize, Energize
Standardize, Contextualize, Organize, Personalize, Expertize
True
False
True
False
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
False
True
False
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
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.
Specific, Marketable, Attractive, Responsible, Testable
Specific, Marketable, Attainable, Relevant, Testable
Specific, Measurable, Attainable, Relevant, Timely
Specific, Measurable, Attractive, Relevant, Timely
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.
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
False
True
False
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.
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.
1 week
4 weeks
12 weeks
48 weeks
Conversion content strategy optimization
Lead conversion optimization
Relationship rate optimization
Conversion rate optimization
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.
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
False
Awareness, consideration, and decision
Attract, consideration, and delight
Awareness, consideration, and conversion
Awareness, decision, and delight
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
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.
8.3%
16.6%
33.3%
50%
True
False
True
False
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
False
an influencer marketing agency
paid advertising
social listening
animated .gifs
True
False
Engagement
Bounce rate
Content performance
Content publish times
True
False
True
False
True
False
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
Panda
Hummingbird
RankBrain
Penguin
True
False
True
False
Timely, efficient, and targeted
Timely, contextual, and process-based
Effective, efficient, and targeted
Targeted, persona-driven, and contextual
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.
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
Awareness, consideration, and decision
Attract, consideration, and delight
Awareness, consideration, and conversion
Awareness, decision, and delight
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
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.
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
False
True
False
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.
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
Specific, Marketable, Attractive, Responsible, Testable
Specific, Marketable, Attainable, Relevant, Testable
Specific, Measurable, Attainable, Relevant, Timely
Specific, Measurable, Attractive, Relevant, Timely
True
False
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
1 week
4 weeks
12 weeks
48 weeks
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.
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
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
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.
“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.”
“Request Your Free Consultation”
“Your Custom Quote Is Waiting for You”
“Download a Team Communication Guide”
“Download Our Pricing Guide”
Images
Calls-to-action
Bolding
Whitespace
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.
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
On your business cards
In your presentation templates
On your website
At the bottom of your newsletter
All of the above
Educational videos
Free tools
Blog posts
Whitepapers
All of the above
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
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
Awareness
Consideration
Decision
All of the above
SMART goals
Sales campaigns
Inbound marketing campaigns
All of the above
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
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
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.
12 years to 24 years
18 years to 30 years
22 years to 35 years
30 years to 50 years
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
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
Hotjar
Google analytics
Quora
Buzzsumo
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
move down your funnel
visit your site from social media
spend 30 minutes or more on your website
read your well-crafted automated email
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 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.
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
False
SMART goal
conversion path
lead nurturing campaign
content strategy
Fill in the blank: a conversion path is the method by which you encourage someone to __________.
What are three key elements that any lead nurturing strategy will need?
What area(s) can you experiment with when you’re optimizing a conversion opportunity?
What does a content compass helps organize monthly initiatives by?
What is an example of a great value offer?
What is lead nurturing’s three-pronged approach for delivering helpful content?
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