Certification

Hubspot Sales Software Certification Exam Answers

Question 1: How has the internet changed the relationship between buyers and sellers?

• Customers have more options for sharing their opinions of your company with other prospective buyers.
• Prospective buyers have more access to information about your company and products.
• Sellers can better leverage the voices of happy customers to resolve the concerns of potential buyers.
• All of the above

Question 2: Which of the following is the best description of how to filter records in HubSpot CRM?

• Your IT department can filter records for you in as little as three hours from the time of your request.
• You can search for exact record matches and sort the results alphabetically or by the date they were created.
• You can filter your records by using simple command line prompts.
• You can filter the records you have access to in real time based on values contained in their contact properties.

Question 3: How do chatbots qualify leads?

• By routing website visitors to the first available sales rep
• By using a machine learning algorithm to rank your contacts based on the information contained in their contact properties
• By asking website visitors a series of questions and taking different actions based on their answers
• By calling the phone numbers stored in your contact records and having an automated conversation with them

Question 4: Which of the following can you do with HubSpot’s mobile app?

• Scan business cards to create new contacts.
• Manage your deals and tasks.
• Respond to live chats from your website.
• All of the above

Question 5: Which of the following is NOT an option with the Slack integration?

• Searching for contacts, companies, and deals
• Making recorded phone calls
• Accessing playbooks
• Chatting with visitors to your website

Question 6: Which of the following Sales Hub tiers have access to workflows (HubSpot’s automation platform)?

• The free HubSpot CRM
• Sales Hub Starter and above
• Sales Hub Professional and above
• Sales Hub Enterprise only

Question 7: True or false? Changing the properties listed on one contact record will change the way properties are listed on every contact property you view.

• True
• False

Question 8: What’s an ideal customer profile?

• A checklist of the most basic attributes someone needs to have in order to be successful as your customer
• A detailed description of a customer who has purchased your product in the past
• A way of ranking the priority of your leads
• A standard report available on your sales dashboard

Question 9: True or false? In general, you should use the default options provided in the “Lead status” property.

• True
• False

Question 10: If you enroll a person in a Sequence, what happens when they respond?

• The “post-contact” steps of the sequence are triggered,
• The sequence continues executing until all of the steps are completed.
• The sequence alerts you that they have responded.
• The sequence automatically terminates.

Question 11: When making a call from HubSpot CRM, what’s the best way to take notes during a call?

• Add a note to the contact record.
• Update the “Last Call” property on the contact record.
• Use the notes area that appears during the call to type notes.
• The call is automatically recorded, so notetaking is unnecessary.

Question 12: Which of the following is NOT a required part of an email template?

• A name for the template
• An email subject line
• The body of the email
• The recipient’s email address

Question 13: Email templates use personalization tokens to pull information from CRM properties into your emails, but you should also leave room to personalize every email you send. Why?

• To provide more value to your prospect
• To include relevant details from other conversations you’ve had
• To make sure the email addresses the recipient’s specific needs
• All of the above

Question 14: What can you use the documents tool for?

• You can use it to share a document with your contacts and get insights into how they interact with it.
• You can use it to create customized documents such as personalized quotes.
• You can use it to take notes about the conversations you have with your contacts throughout your sales process.
• You can use it for customized reports about the webpages a contact visits most frequently.

Question 15: You can do all of the following with the meetings tool EXCEPT:

• Create multiple links, each with different booking restrictions.
• Create a team link that looks at the availability of you and specific teammates.
• Access your prospect’s calendar to check their availability.
• Generate videoconferencing links with HubSpot’s Zoom integration.

Question 16: Which Sales Hub tool would you use to add your terms of service to a quote?

• Templates
• Documents
• Snippets
• Meetings

Question 17: Which of the following is a best practice when sending emails as part of your task queue?

• Use the email scheduling tool to make sure your emails will be delivered at a time that’s convenient for your contacts.
• Send emails first thing in the morning to make sure your contacts see them when they get into work.
• Send emails at the end of the day to avoid interrupting your contacts’ daily schedule.
• Use the sequences tool to make sure your emails get re-sent to the recipient if they don’t respond.

Question 18: When you send a tracked email, you receive a notification every time the email is opened. You can receive these notifications in all of the following ways EXCEPT:

• An instant notification on your computer, if you’re using the Chrome or Outlook extension.
• A push notification on your phone, if you’re using the HubSpot mobile app.
• In the activity feed inside HubSpot CRM.
• A phone call, if you’re using HubSpot’s virtual secretary.

Question 19: True or false? When you add a note to a contact record, the content of the note automatically gets emailed to that contact.

• True
• False

Question 20: What is a sequence?

• The steps of your sales process
• An automated series of emails and tasks
• A playlist of tasks that you can work through
• An outline to follow during a sales call

Question 21: There are two main differences between forms and lead flows. One is that forms are embedded on the page while lead flows appear on top of the page. What’s another difference?

• Forms typically collect more information than lead flows.
• Lead flows typically collect more information than forms.
• Lead flows can only be added to blog posts, but forms can be added to any page.
• Lead flows allow people to chat with you in real time.

Question 22: A playbook can include all of the following EXCEPT:

• Videos and images.
• Written instructions.
• Live chat.
• Interactive buttons.

Question 23: If you don’t have access to the playbooks tool, which free Sales Hub tool would be your best choice for inserting an outline into your call notes?

• Templates
• Documents
• Snippets
• Meetings

Question 24: Where do your team’s interactions (phone calls, emails, etc.) with contacts appear inside HubSpot CRM?

• On the contact’s timeline
• In contact properties
• Under the “Interactions” tab
• On the profile of the rep who contacted them

Question 25: Which Sales Hub tool would you use to add products to a deal?

• Products
• Quotes
• Templates
• Documents

Question 26: Which Sales Hub tool would you use to send a quote to a prospect?

• Products
• Quotes
• Deals
• Templates

Question 27: What information shows on the timeline of a company record?

• Only the interactions you’ve manually added to it.
• All of the interactions you’ve had with any contact at the company.
• The history of the company, as pulled from public records.
• Company records don’t have timelines.

Question 28: True or false? HubSpot Video is part of the quotes tool.

• True
• False

Question 29: All of the following are default reports in HubSpot CRM EXCEPT:

• Deal revenue leaderboard.
• Deal forecast.
• Sales performance.
• Deals closed vs goal.

Question 30: If you need a report that isn’t included by default on the sales dashboard, what should you do first?

• Create a custom report that gives you the information you need.
• Look in the reports library for a report that provides the information you need.
• Export your data into a spreadsheet and create a report in your favorite spreadsheet program.
• Go to the reports marketplace and see if you can purchase the needed report.

Question 31: There are several ways to create contacts. One way is to create contacts manually. All of the following are also ways to create contacts EXCEPT:

• Form submissions from your website.
• Business card scanning through HubSpot’s mobile app.
• Automatic contact creation from emails, if your inbox is connected to HubSpot.
• The Slack integration.

Question 32: Where can you send a tracked email from?

• Contact, company, and deal records
• A Gmail or Outlook inbox
• HubSpot’s mobile app
• All of the above

Question 33: True or false? You should customize an email template every time you send it out.

• True. Personalization tokens are just placeholders that need to be manually replaced.
• True. The template is a starting point, but every email you send should be customized for the contact you’re sending it to.
• False. The point of email templates is to save you the trouble of customizing individual emails.
• False. Some emails might need additional customization, but a good template can be sent “as is” in most cases.

Question 34: Which of the following is true about an email template’s name?

• The template’s name is the same as its subject line, so it needs to be short, clear, and focused on the recipient’s needs.
• The name is only visible internally, so it should be whatever makes the most sense to you and your team.
• The name is automatically generated and cannot be changed.
• The name should be less than 30 characters in length.

Question 35: What is a task queue?

• A playlist of activities you can work through, one at a time.
• A filtered list of contacts that shows you the most important people to focus on.
• A written list of goals you want to achieve in a given day or week.
• The feature in HubSpot CRM that helps you create multiple tasks at once.

Question 36: When you create a task, you can have HubSpot send a reminder email to the person the task is assigned to. When will the reminder email be sent?

• Reminder emails can be set when you create the task to send on any date.
• Reminder emails are always sent on the date the task is due.
• Reminder emails are always sent three business days before the due date.
• Reminder emails are always sent as soon as the task is created.

Question 37: Which of the following is NOT a type of task in HubSpot CRM?

• Follow up
• Call
• Email
• To-do

Question 38: What’s the BEST way to add people from your saved filters into a task queue?

• Check the boxes next to each person and bulk-create a task for all of them. As you create the task, be sure to select the appropriate queue.
• “Task queue” and “saved filters” are different names for the same thing.
• Open each contact record and create tasks one at a time. It’s important to create the tasks individually to make sure they’re personalized.
• Drag and drop people from the saved filters into the task queue.

Question 39: When creating an email template, how would you include the contact’s phone number?

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 40: When creating an email template to confirm a meeting with someone, how would you include the time the meeting was scheduled for?

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 41: When creating an email template to schedule a meeting with someone, how would you add a description of the topics the meeting was supposed to cover? For example, “I’d love to find a time to dive deeper into [insert topic here].”)

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 42: When creating an email template, how would you add the next steps? For example, “If you’d still like to talk about this, please let me know the best time to reach you.”

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 43: When creating an email template, how would you add a personalized closing line?

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 44: Which of the following is NOT a default contact property in HubSpot CRM?

• Favorite flavor of cake (a free-fill sample property)
• Next activity date (the date of a contact’s next meeting or task, if any)
• Form submission (the name of any form the contact has submitted from your website)
• Last contacted (the date or time period a person last received contact from a member of your sales team)

Question 45: What are deal stages?

• The important milestones a person has to pass in order to become your customer.
• The steps you need to take in order to close a deal.
• The process you need to go through in order to add a deal to HubSpot CRM.
• One-word descriptions of a contact or company’s qualification as a lead.

Question 46: What’s the most important deal property?

• Deal Name, because you have to know this in order to find the deal in the CRM.
• Contact, because if you forget to add the contact, the deal will be meaningless.
• Close date, because if you forget to select a close date, your commission will be calculated incorrectly.
• Amount, because the value of the deal will help you prioritize at the end of the month.

Question 47: If you’re enrolling a contact into a sequence and you see a warning that you’ve reached your emailing limit, what do you need to do?

• Wait until tomorrow to enroll the contacts into your sequence.
• Choose different contacts to enroll into the sequence.
• Log into HubSpot with a different account.
• Schedule the email to send on a different day.

Question 48: If you’re enrolling a contact into a sequence and you see a warning that an email has low personalization, what happens when you click the warning?

• Nothing.
• HubSpot automatically personalizes the email for you.
• A help article with email best practices opens in a new window.
• HubSpot gives you a list of recommendations for improving your email.

Question 49: When creating an email template, how would you include the contact’s name in the greeting?

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 50: Which of the following is NOT a recommended best practice for the messages tool?

• Make sure the message pane appears on every page of your website.
• Customize your welcome message to be relevant to the page it appears on.
• Start by making the messages pane visible to all website visitors and then restrict it later if you receive more chat requests than you can respond to.
• Set your availability for the times of day when you’d prefer to chat.

Question 51: If you send a tracked email to a contact and you get a notification saying they read it, when should you call them?

• As soon as you see the first notification.
• After they respond to your email.
• After getting at least 10 notifications.
• After getting three or four notifications.

Question 52: Where’s the best place to go to find help docs and training videos about HubSpot tools?

• community.hubspot.com
• academy.hubspot.com
• support.hubspot.com
• hubspot.com/help

Question 53: Fill in the blank: A ___________ is a record used to track the progress of an individual sale.

• deal record
• deal stage
• deal forecast
• deal pipeline

Question 54: How do you record emails in the CRM if you’re using the HubSpot Sales email extension?

• Check the “Log in CRM” checkbox when you’re composing an email.
• Select the emails you want recorded and then click the “Save in CRM” button.
• All of your emails will automatically be recorded as long as the “Record My Emails” setting is turned on.
• Add your portal’s BCC address to the BCC line of your emails.

Question 55: You work for a company that has a form where people can request a free consultation. You want to create a list of people in your territory who have submitted this form. Which tool will you need to use to do this?

• Saved filters
• Task queues
• Forms
• Lead flows

Question 56: Which of the following is the BEST description of the benefits of using personalization tokens?

• Personalization tokens make it unnecessary for sales reps to craft individual emails for their contacts.
• Personalization tokens make it easy to send a single email to multiple people.
• Personalization tokens help save time and avoid mistakes but aren’t enough on their own to make an email feel personalized.
• Personalization tokens are simple reminders of information that has to be added manually before you can send the email.

Question 57: Your marketing team wants to add lead flows and messages to your company’s website. Where should each tool be used?

• Put messages on any page talking about your company’s products or pricing, and put lead flows on all the other pages.
• Put lead flows and messages together on all pages.
• To determine where each should be used, randomly divide the pages of your website into two even groups. Then put messages on all of the pages in one group, and lead flows on all of the pages in the other group.
• It doesn’t matter which pages each tool is used on, as long as the tool is customized to match the pages it’s added to.

Question 58: Which of the following is HubSpot’s live chat tool?

• Email templates
• Messages
• Prospects
• Lead flows

Question 59: Where’s the best place to go if you want to ask other HubSpot users the best way to use HubSpot tools?

• community.hubspot.com
• academy.hubspot.com
• support.hubspot.com
• hubspot.com/help

Question 60: True or false? The best way to define the steps of your sales process is to figure out the actions you have to take to move a sale forward.

• True. In order to help contacts move forward, you need to know exactly what to say and do in each stage of the sales process.
• True. While it’s important to know what the buyer should be doing at each stage of the sales process, it’s ultimately your actions as a sales rep that will move a sale forward.
• False. While it’s important to know the actions you must take at each stage of the sales process, it’s ultimately the buyer’s actions that move a sale forward.
• False. A good sales process is flexible enough to be different for every contact.

Question 61: When should you create a deal?

• Any time you successfully make contact with a person.
• Any time a contact completes the action described by the first deal stage.
• Any time a contact buys from you.
• Any time you identify a contact or company as a “good fit” for your offering.

Question 62: How can deals help you prioritize your contacts?

• Deals help you see which contacts are closest to buying.
• Deals help you see a contact’s revenue potential.
• You can create a saved filter of contacts based on how many deals they’re involved in.
• All of the above.

Question 63: True or false? You should treat all of your contacts as equally important to your sales process.

• True. The most important thing is to make sure your contacts feel like they’re your only contact.
• True. Quota and commission are not as important as developing good relationships with your contacts.
• False. You should only spend time on people who are eager to buy your product.
• False. While it’s important to give all of your contacts the same level of respect, there will be times when you need to prioritize based on revenue potential.

Question 64: What’s the difference between the deal forecast and the deal board?

• “Deal forecast” and “deal board” are two different names for the same thing.
• They are essentially the same, but they’re located in different areas of the CRM.
• The deal board helps with deal maintenance, while the deal forecast helps with prioritization.
• The deal forecast is for managers, and the deals board is for individual reps.

Question 65: True or false? Deal information is automatically displayed on the contact timeline.

•  True. Updates are added to the contact timeline every time a deal they’re associated with moves to a new deal stage.
• True. Deals are simply properties on the contact record, so any changes to the deal naturally flow through to the contact timeline.
• False. Contacts and deals are two separate objects in HubSpot CRM, so information does not flow between the two.
• False. Deal information has to be added to the contact timeline manually.

Question 66: Where can you see the progress of a deal?

• On the deal record
• On the timeline of any contact or company associated with the deal
• On the Deals page
• All of the above

Question 67: What’s the best way to create an end-of-the-month to-do list?

• By creating a saved filter of contacts who haven’t been followed up with recently.
• By creating a saved filter of contacts who have multiple deals associated with them.
• By using the Deal Forecast to view the deals that are closest to closing and sorting them by the amount they’re worth.
• By using the Deal Board to see how many deals are near the end of your sales process.

Question 68: When creating an email template in HubSpot Sales, how would you add a personalized closing line? (“Looking forward to talking to a fellow Cubs fan,”)

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 69: When creating an email template in HubSpot Sales, how would you add the next steps? (“If you’d still like to talk about this, please let me know the best time to reach you.”)

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 70: When creating an email template in HubSpot Sales, how would you add a description of the topics the meeting was supposed to cover? (“the trouble you’ve been having with user engagement on your online forums”)

• Personalization tokens.
• Fill-in-the-blank areas.
• Static text.
• None of the above.

Question 71: When creating an email template in HubSpot Sales, how would you include the time the meeting was scheduled for? (“3 p.m.”)

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• None of the above

Question 72: When creating an email template in HubSpot Sales, how would you include the contact’s phone number? (“(888) 482-7768”)

• Personalization tokens.
• Fill-in-the-blank areas.
• Static text.
• None of the above

Question 73: When creating an email template in HubSpot Sales, how would you include the contact’s name in the greeting? (“Jean”)

• Personalization tokens.
• Fill-in-the-blank areas.
• Static text.
• None of the above

Question 74: How do you record emails in the CRM if you are NOT using the HubSpot Sales email extension?

• Add your portal’s BCC address to the BCC line of your emails.
• Copy the body of the email and paste it into a note in the CRM.
• Use the CRM’s “import” feature to import the messages into the CRM.
• You cannot record emails in the CRM without using the email extension.

Question 75: Which of the following is the easiest way to create a new contact record?

• Logging emails in the CRM
• Manually creating a contact record
• Adding a contact to the company record
• Importing contacts from a spreadsheet

Question 76: You can set a due date when you create a task. What happens when the due date arrives?

• A reminder email is sent to the person the task is assigned to.
• The task automatically gets marked as “Complete.”
• The task gets deleted.
• The user the task is assigned to is required to take the action described in the task.

Question 77: Your team just hired a new sales rep, and you’re coaching them on how to create a good email template. They ask you how to figure out the purpose of a template. What advice should you give them?

• “Email templates need to be relevant to as many people as possible, so keep the topic as broad as possible.”
• “Every email you send should ask your contacts to commit to something, so always include some kind of request in the message.”
• “Every email you send should encourage your contacts to buy, so focus on pitching our offering that’s most aligned with their needs.”
• “Every email you send should help your contacts in some way, so focus the email on what you’re trying to help them do.”

Question 78: Which of the following is a best practice for email subject lines?

• Use your elevator pitch as the subject line.
• Add as much detail as possible so the recipient knows what’s in the email.
• Keep it short in case the contact views it on a mobile device.
• Include the solution to a problem the recipient is facing.

Question 79: Which of the following pieces of information would be the BEST fit for a fill-in-the-blank area in an email template?

• A reference to a blog post your recipient recently published
• The recipient’s first name
• Your standard elevator pitch
• All of the above

Question 80: This morning you were supposed to have a meeting with one of your contacts, but they didn’t show up. You want to send them an email to encourage them to reschedule. Instead of writing the email from scratch, you decide to make an email template you can use again in the future. Now you need to figure out what the template should say. Which of the following is the BEST way to look for ideas?

• Check your sent folder for emails you’ve sent in the past that have successfully helped people reschedule meetings they missed.
• Search Google for email templates that have worked well for other sales professionals.
• Look for marketing content on your website that gives information about a product the contact might be interested in.
• Scroll through the timeline on the contact record for the person who missed the meeting and look for specific details about them to include in the template.

Question 81: When writing the body of an email template, it’s important to include all of the following EXCEPT:

• Personalization tokens
• Fill-in-the-blank areas
• Static text
• Details about previous interactions

Question 82: Email templates in HubSpot Sales must have all of the following EXCEPT:

• Name
• Recipient
• Subject
• Body

Question 83: Which of the following is FALSE about sales emails?

• The content should focus more on the buyer’s needs than the seller’s needs.
• Many messages get marked as spam based solely on their subject line.
• Personalization is important to success when writing to prospects.
• Typically, buyers prefer a phone call to receiving an email.

Question 84: Fill in the blanks: Good email templates increase ______ without sacrificing _____.

• sales, time
• response rate, efficiency
• deal value, close rate
• efficiency, personalization

Question 85: Which of the following is a benefit of keeping your contacts’ Lead Status property up to date?

• You can filter your contacts based on how active they are in the buying process.
• You can filter your contacts based on how recently you’ve contacted them.
• It ensures that the Deal Forecast will be as accurate as possible.
• You can set reminders for yourself to follow up.

Question 86: True or false? When you change the displayed properties in the “About” section of a contact record, that change automatically carries through to all contact records in the CRM.

• True. Changing this section affects how contacts are displayed for all users.
• True. Changing this section affects how all contacts are displayed for you.
• False. This section needs to be changed on each individual record.
• False. The change only carries through if you select the “Apply to All” option.

Question 87: How can you share saved filters with other team members?

• All saved filters are automatically shared with all team members.
• When saving your filters, you have the option of sharing the filters with everyone or with just your team.
• By adding a filter for HubSpot Owner and adding the team members you want to share the view with.
• By checking the “Invite team members” box next to the saved filter’s name.

Question 88: How can you find all of the contacts who don’t have a value in a particular property?

• Add a filter for that property and set it to “Is Unknown.”
• Add a filter for that property and leave it blank.
• Don’t add a filter for that property.
• Add a filter for that property and enter “NULL” (in all capitals).

Question 89: This training has contrasted the traditional way of doing sales with a new way, known as “inbound sales.” Which of the following BEST describes what makes inbound selling different from other sales techniques?

• Inbound selling focuses on using internet-based tools to connect with buyers.
• Inbound selling focuses on getting buyers to act on the seller’s timetable.
• Inbound selling focuses on waiting for buyers to take action.
• Inbound selling focuses on attracting buyers and meeting them on their own terms.

Question 90: Which of the following statements is TRUE?

• Buyers cannot move through the buyer’s journey without the help of a seller.
• In the past, buyers had more power than sellers, but now sellers have more power than buyers.
• In the past, sellers had more power than buyers, but now buyers have more power than sellers.
• The internet has made buyers and sellers equal to each other.

Question 91: All of the following are true about forms and lead flows EXCEPT:

• Lead flows collect more detailed information than forms.
• Lead flows appear on top of the page while forms are embedded in the page.
• Forms usually have more fields than lead flows.
• Submissions from lead flows and forms both appear on the contact timeline.

Question 92: The buyer–seller relationship has changed dramatically in the past 20 years. This is PRIMARILY because:

• Sellers now have more technology to help them find buyers.
• Social media has made it easier for buyers and sellers to connect with each other.
• The internet has shifted the power in the buying process from the seller to the buyer.
• Buyers have so many distractions that they need more frequent contact to help them through the buying process.

Question 93: You’ve been researching XYZ Inc., and you discover that someone at the company has viewed your pricing page, so you give them a call. You talk to the receptionist, Johnny. You ask who in the company might be investigating your solution. Johnny says he doesn’t know for sure but that he can ask around and get back to you. He also says that Mariah Opensky would probably be the person to make that decision, but she’s currently on vacation. What’s the BEST way to record this in the CRM?

• Add a note to XYZ Inc.’s company record describing the call, but don’t add any contacts until you know for sure who was viewing your pricing page.
• Add Johnny as a contact because he’s who you talked to, and associate him with XYZ Inc.’s company record. Mention Mariah in a note, but don’t add her as a contact because you haven’t contacted her yet.
• Add Mariah as a contact because she’s the decision maker, and associate her with XYZ Inc.’s company record. Mention Johnny in a note on the company record, but don’t add him as a contact because he isn’t a decision maker.
• Add Johnny and Mariah as contacts, and associate them both with XYZ Inc.

Question 94: In HubSpot CRM, what’s the relationship between contacts and companies?

• A contact record can be associated with multiple companies.
• A contact record becomes a company record when you associate it with multiple people.
• A company record can be associated with multiple contacts.
• Contacts must be associated with companies, but companies don’t have to be associated with contacts.

Question 95: True or false? If a lead flow only asks for a visitor’s email address, that’s enough information to create a useful record in the CRM.

• True. An email address is enough information for the CRM to create a contact record where you’ll be able to see a full history of the pages that the visitor has viewed on your website. The CRM may also be able to find company information about the person and create a company record based on their email domain.
• True. If a person provides an email address, you’ll be able to send them an email to ask for more information. This is also a good opportunity to find out what products they’re interested in and attempt to make a sale.
• False. An email address without a name is meaningless. At a minimum, your lead flows should collect name and email.
• False. Lead flows should collect as much information as possible about a visitor. You should have a goal of having 5 to 10 fields in each lead flow.

Question 96: You see that a particular company has visted your website several times in the past few days, so you decide to call them. A receptionist answers the phone. Which of the following would be the BEST way to proceed?

• Say, “Hi, my name is [name], and I’m calling from [company]. We’ve received a number of inquiries on our wesbsite from someone at your company, but they didn’t leave a name. We provide [product]. Do you know who at your organization would be looking into that right now?”
• Say, “Hi, I sell [product]. Can you please direct me to the person who can help me with that?”
• Try again later. Receptionists rarely have purchasing authority, and it’s important to focus on speaking to qualified people.
• Describe the benefits of your offering and try to get the receptionist’s buy-in. Then ask to be referred to the appropriate buyer.

Question 97: All of the following tools can be used to capture inbound leads, EXCEPT for:

• Email templates
• Messages
• Prospects
• Lead flows

Question 98: Which of the following is the HubSpot tool that shows you which companies have visited your website?

• Email templates
• Messages
• Prospects
• Lead flows

Introduction to Hubspot Sales Software

HubSpot Sales Software is a comprehensive sales tool designed to help businesses manage their sales processes, track interactions, and streamline workflows. It’s part of the broader HubSpot suite, which includes marketing, customer service, and CRM tools. Here are some key features and benefits:

Key Features:

1. CRM Integration: HubSpot Sales integrates seamlessly with HubSpot’s CRM, allowing you to manage contacts, track deals, and view sales pipelines all in one place.
2. Email Tracking: You can track email opens, clicks, and responses in real time. This helps sales teams understand how recipients are engaging with their communications.
3. Sales Automation: Automate repetitive tasks such as follow-up emails, lead nurturing, and task assignments to increase efficiency and focus on closing deals.
4. Pipeline Management: Visualize and manage your sales pipeline with customizable stages and workflows. This helps you track deal progress and forecast sales more accurately.
5. Lead Scoring: Assign scores to leads based on their engagement and fit with your ideal customer profile. This helps prioritize follow-ups and focus on high-value prospects.
6. Meeting Scheduling: Integrate with your calendar to let prospects schedule meetings with you directly, reducing the back-and-forth of scheduling.
7. Reporting and Analytics: Generate detailed reports and dashboards to analyze sales performance, track key metrics, and identify trends.
8. Templates and Sequences: Use email templates and create sequences for automated email follow-ups, saving time and maintaining consistency.
9. Sales Playbooks: Create and share playbooks with your sales team to ensure best practices are followed and to provide guidance on handling different sales scenarios.

Benefits:

• Improved Efficiency: Automating repetitive tasks and managing your pipeline more effectively can free up time for sales reps to focus on closing deals.
• Better Visibility: Real-time tracking and reporting provide insights into sales performance and help identify areas for improvement.
• Enhanced Collaboration: Integration with HubSpot CRM and other tools facilitates better collaboration between sales and marketing teams.
• Scalability: HubSpot Sales can grow with your business, from small startups to larger enterprises, with various tiers and features available.

HubSpot Sales Software is known for its user-friendly interface and ease of integration, making it a popular choice for many businesses looking to optimize their sales processes.

Hubspot Inbound Sales Certification Exam Answers

Question 1: What is your role during the awareness stage of the buyer’s journey?

• Help the buyer define their goals and challenges.
• Help the buyer understand the different ways they might address a goal or challenge.
• Convince the buyer to buy your product or service.
• Help the buyer weigh the pros and cons of your solution relative to other options.

Question 2: What is the buyer doing during the consideration stage of their buying journey?

• Identifying a challenge they’re experiencing or an opportunity they want to pursue.
• Considering the pros and cons of using your solution.
• Evaluating different approaches or methods available to help them with a challenge or opportunity they’ve decided to address.
• Trying to choose a specific solution within a chosen solution category.

Question 3: What is your role during the consideration stage of the buyer’s journey?

• To help the buyer define their goals and challenges.
• To help the buyer understand the different ways they might address a goal or challenge.
• To convince the buyer to buy your product or service.
• To help the buyer weigh the pros and cons of your solution relative to other options.

Question 4: What is your role during the decision stage of the buyer’s journey?

• To help the buyer define their goals and challenges.
• To help the buyer understand the different ways they might address a goal or challenge.
• To convince the buyer to buy your product or service.
• To help the buyer weigh the pros and cons of your solution relative to other options.

Question 5: You should do all of the following activities during the identify phase of your inbound sales strategy EXCEPT:

• Identify active buyers
• Identify passive buyers
• Research potential buyers
• Help a lead identify their goals and challenges

Question 6: You should do all of the following activities during the connect phase of your inbound sales strategy EXCEPT:

• Contact inbound leads
• Introduce yourself to common connections
• Leave voicemails for your leads
• Offer your leads a product demo

Question 7: You should do all of the following activities during the explore phase of your inbound sales strategy EXCEPT:

• Explore your lead’s goals and challenges.
• Guide your lead toward the right conclusion, even if that’s not to buy from you.
• Explore the ways your product or service can help your lead achieve their goals or overcome their challenges.
• Position yourself as an expert who can help your lead sort through their goals and challenges.

Question 8: You should do all of the following activities during the advise phase of your inbound sales strategy EXCEPT:

• Deliver a presentation explaining how you’re uniquely positioned to help the buyer achieve their goals.
• Help the buyer connect your company’s broad positioning to their specific goals and challenges.
• Provide the buyer with case studies and general information about your company.
• Ask the buyer to buy your product or service.

Question 9: What is the difference between a sales process and an inbound sales strategy?

• A sales process is an outdated, seller-focused idea. An inbound sales strategy replaces the need for a sales process.
• Every sales team has its own sales process, but an inbound sales strategy can be implemented by every sales team.
• A sales process describes the steps a seller takes during a sales cycle, while an inbound sales strategy describes the steps a buyer takes.
• An inbound sales strategy is a type of sales process.

Question 10: What is the goal of the identify phase of an inbound sales strategy?

• To identify good-fit leads from within the large pool of available prospects.
• To identify the goals and challenges of specific prospects.
• To identify the ways your product or service can benefit people who match your buyerpersonas.
• To identify ways to differentiate your offering from your chief competitors’ offerings.

Question 11: What is an active buyer?

• Someone who has explicitly stated their desire to buy your product
• Someone who is ready to buy your product
• Someone who is actively researching a goal or challenge
• Someone who has bought from you in the past and is looking to buy again

Question 12: When you identify an active buyer, what stage of the buyer’s journey will they most often be in?

• The awareness stage
• The consideration stage
• The decision stage
• The inbound stage

Question 13: What is a passive buyer?

• A buyer who needs extra encouragement before they commit to buying
• A lead who has expressed interest in your product but hasn’t committed to a timeline for buying
• A person who buys a product without speaking with a sales representative
• Someone who is a good fit for your offering but isn’t looking to buy right now

Question 14: What is the difference between ideal customer profiles and buyer personas?

• Ideal customer profiles are for business-to-business sales teams, while buyer personas are for sales teams that sell directly to consumers.
• Ideal customer profiles broadly describe a target market, while buyer personas define specific sorts of people in that market.
• Ideal customer profiles describe your existing customers, while buyer personas are based on your leads and prospects.
• Ideal customer profiles are used by marketing teams, while buyer personas are used by salespeople.

Question 15: How quickly should you contact inbound leads?

• Preferably within minutes of receiving the lead.
• Preferably within a day or two of receiving the lead.
• Not too quickly, so you don’t seem overeager.
• On a weekly cadence, since these leads are unlikely to lose interest in your offering.

Question 16: All of the following are examples of inbound leads EXCEPT:

• A live chat from a website visitor
• A phone call into your company
• Someone who reaches out to you on LinkedIn or Twitter
• Someone who mentions your company on LinkedIn or Twitter

Question 17: All of the following might be included in an ideal customer profile EXCEPT:

• Economic factors that make a customer ideal or not ideal
• Market segments that are ideal or not ideal to sell into
• Geographic locations that are ideal or not ideal to sell into
• Goals and challenges an ideal customer needs help with

Question 18: All of the following could be a trigger event EXCEPT:

• A press release or job posting from a good-fit company
• A good-fit person mentioning a relevant keyword or hashtag on social media
• A good-fit person mentioning one of your competitors on social media
• A good-fit person submitting a form on your website.

Question 19: An inbound sales strategy focuses on identifying people who _________.

• might already be interested
• work at major corporations
• have a budget, the right authority, a need, and a timeline
• are already familiar with your product or service

Question 20: Fill in the blanks: For business-to-business sales teams, an ideal customer profile usually identifies ________. For sales teams who sell directly to consumers, an ideal customer profile identifies ________.

• an industry, a geographic territory
• an individual company, a specific potential customer
• a type of company, a portion of the general population
• a small group of target accounts, a larger group of prospects

Question 21: Congratulations — you just landed a job selling IT equipment to large corporations! You receive your first inbound lead, and you call the person who submitted it. You quickly realize that this person is a junior employee with no buying authority. What should you do?

• Respectfully answer their questions, then mark them as “unqualified” in your CRM and don’t spend any more time on them.
• Treat them the same way you would treat your target persona because there’s a good chance they’re doing research for that person.
• End the call as quickly as possible because there’s no reason to spend time talking to junior employees.
• Ask to talk to their supervisor and see if you can qualify that person as a lead.

Question 22: All of the following are examples of social selling EXCEPT:

• Reading, sharing, and commenting on blog posts
• Following and engaging with thought leaders on social media platforms
• Sharing content from your company and other sources on social media
• Sending a series of personalized emails to good-fit prospects

Question 23: What is an inbound lead?

• An anonymous website visitor
• A person who buys a product without speaking with a sales rep
• A lead who requests a product demonstration
• A person who has visited your website and identified themselves in some way

Question 24: What is a trigger event?

• An action that triggers an automated email from your marketing automation platform.
• Anything that indicates that you could provide immediate value to someone.
• An action that indicates a prospect is ready to move from the identify phase to the connect phase.
• An event that indicates a sales opportunity is about to expire.

Question 25: What should a business-to-business salesperson do if their website gets multiple anonymous visits from a single company?

• Improve their website’s lead-capture tools
• Monitor the situation but wait for the company to initiate contact
• Call the company and offer to help
• Send a LinkedIn invite to the most likely buyer at the company

Question 26: How long should each message in your sequence be?

• Short. Voicemails should be less than 15 seconds and emails should be less than 200 words.
• It varies. If you have a lot of relevant information you have to share, your messages will be longer.
• As long as they need to be to communicate your value proposition.
• As long as possible. Increasing the amount of information you share increases the likelihood that a lead will engage with you.

Question 27: How often should you reference yourself in your outreach messages?

• Never. Your messages should be solely about the buyer and their context.
• As often as necessary to communicate your value proposition.
• As often as possible. You need to convey your value and expertise to the buyer.
• No more than half as much as you reference your buyer and their situation.

Question 28: Fill in the Blank: End each email with a ______.

• Question
• Offer
• Joke
• Deadline

Question 29: What should your outreach messages try to do?

• Persuade the buyer to shorten their buying timeline.
• Generate a response of any kind from the buyer.
• Help the buyer make progress in defining or solving their problem.
• Move the buyer into the next stage of the buyer’s journey

Question 30: If your company doesn’t produce very much content, all of the following are good alternatives EXCEPT:

• Sharing content from other sources
• Offering free consultations
• Creating your own content
• Proceeding with your inbound strategy without using content

Question 31: What do you need to do before connecting with someone on social media?

• Verify their buying authority
• Provide some kind of help or value to them
• Determine how good of a fit they are for your offering
• Monitor their content for four to six weeks

Question 32: When should you transition to the explore phase?

• After you’ve confirmed the buyer’s budget and authority
• When the buyer answers one of your calls or emails
• When the buyer confirms they’re interested in discussing a goal or challenge with you
• As soon as you begin researching the buyer’s context and needs

Question 33: What does it mean to make your outreach “helpful”?

• Telling people how to solve their problems.
• Telling people what problems they should focus on.
• Providing people the insight and guidance they need at each step of the buyer’s journey.
• Explaining things to your prospects as simply as possible.

Question 34: What does it mean to make your outreach “holistic”?

• Working with as many different kinds of people as possible.
• Trying to solve as many problems as you can for each prospect.
• Sharing all of the relevant information at the same time instead of sharing a little at a time.
• Providing the same level of human, helpful service to people at every stage of the life cycle.

Question 35: How can you make sure the content you share is relevant to your prospects?

• Make a list of the problems you help your customers solve and map your content to those problems –– then share relevant content.
• Have physical copies of your company’s content on your desk so you can flip through them during phone calls and find what you’re looking for.
• Share as much content as possible with each prospect to increase the likelihood of giving them the content they need.
• Reduce the amount of content you use and focus on sharing only the content that is relevant in the decision stage of the buyer’s journey.

Question 36: If a lead calls you in response to a voicemail you left, what should you do?

• Ask questions about their budget and authority to make sure they’re a qualified lead.
• Skip the connect call and transition immediately into an explore call.
• Run the connect call as you would have if they had answered the phone when you initially called.
• Move the conversation to email to make it more convenient for them.

Question 37: Your teammate creates an outreach sequence with 10 steps in it and asks you if you think that’s a good length. How do you respond?

• “That’s a good start, but you should probably plan on creating a few additional steps.”
• “That’s probably good. 10 is usually the right number of steps to have.”
• “That’s probably too many steps. It’s generally best to end a sequence at five steps because you won’t get many additional responses after the fifth attempt.”
• “Hard to say. There isn’t a single best practice around the right number of steps in an outreach sequence.”

Question 38: All of the following are advantages of using the CGP, TCI, BA framework EXCEPT:

• Understanding: You can make sure you don’t miss details that are important in understanding your buyer’s context.
• Effective communication: You can have a structure for communicating your prospect’s story back to them, helping them know that you heard them.
• Advising: You can position your products and services as a solution to your buyer’s challenges.
• Identifying: You can have a clear way to measure whether a potential lead is a good fit for your offering.

Question 39: How can you start building rapport before getting on a call?

• By researching your prospect
• By practicing your sales pitch
• By sending multiple emails to prepare the buyer for the call
• By preparing a discount ahead of time

Question 40: How long should the rapport-building part of an exploratory call be?

• Short. Don’t spend more than a few seconds on rapport building.
• Long enough to get the prospect comfortable discussing goals and challenges with you, but not so long that it requires the rest of the call to be rushed.
• As long as possible. Increasing the amount of time spent building rapport will increase the prospect’s likelihood of moving to the advise phase of your inbound sales strategy.
• It will vary based on your personal sales style.

Question 41: Fill in the blank: If a prospect says, “I’m thinking about moving into a larger facility,” that’s an example of a __________.

• goal
• challenge
• plan
• timeline

Question 42: Fill in the blank: If a prospect says, “I’m hoping to get this figured out before the end of the quarter,” that’s an example of a __________.

• goal
• consequence
• implication
• timeline

Question 43: Fill in the blank: If a prospect says, “If I don’t find a way to solve this problem, I’m going to have to start laying off employees,” that’s an example of a __________.

• goal
• consequence
• implication
• timeline

Question 44: Fill in the blank: If a prospect says, “If I can find a way to fix this, I think we’ll be able to open a second location next year,” that’s an example of a __________.

• goal
• consequence
• implication
• timeline

Question 45: Which of the following is the BEST way to discuss a prospect’s budget?

• Ask the prospect how much they’re planning to invest to achieve their goals.
• Suggest a price that’s high enough that you can let them negotiate the price down.
• Offer a discount based on their goals and timeline.
• Give them a time-bound quote.

Question 46: All of the following are questions to ask while discussing authority EXCEPT:

• “How have decisions like this been made in the past?”
• “Who else needs to be involved in this decision?”
• “Do you typically discuss things like this with anyone in your family or with another trusted advisor?”
• “Are you the right person for me to be talking with?”

Question 47: Here’s an agenda that follows the CGP, TCI, BA framework: 1. Build rapport, recap previous conversations, set agenda. 2. Explore the challenges the prospect has and their plans for overcoming them. 3. Explore their timeline and discuss the consequences of inaction and the implications of success. 4. Explore budget and authority. In this agenda, which part of the CGP, TCI, BA framework needs improvement?

• CGP
• TCI
• BA
• It’s fine as is

Question 48: Here’s an agenda that follows the CGP, TCI, BA framework: 1. Rapport building, recap, and agenda. 2. The prospect’s goals, the challenges they face in achieving those goals, and their plan for overcoming those challenges. 3. What happens if they fail? What happens if they succeed? 4. Their available budget and their usual decision-making process. In this agenda, which part of the CGP, TCI, BA framework needs improvement?

• CGP
• TCI
• BA
• It’s fine as is

Question 49: Here’s an agenda that follows the CGP, TCI, BA framework: 1. Ask how business is going, review what you’ve already talked about, lay out the plan for this conversation. 2. Ask about their challenges and goals. Discuss their plans. 3. Ask about their timeline. Uncover what they stand to lose and gain. 4. Find out who else needs to be involved in the decision to buy or not buy. In this agenda, which part of the CGP, TCI, BA framework needs improvement?

• CGP
• TCI
• BA
• It’s fine as is

Question 50: Here’s a paragraph from a recap email. “You mentioned that you need to get into a larger space, but you have a lot of specialized equipment that can’t be moved easily. Your best plan is to hire a moving company, but you’re worried that the equipment will get damaged or miscalibrated in the move.” Which part of the explore phase does it accomplish?

• Rapport building
• CGP
• TCI
• BA

Question 51: Here’s a paragraph from a recap email: “You need to get into your new office space before the end of this quarter. You have aggressive hiring goals for next quarter and if you haven’t relocated into a larger space by then, you won’t be able to hit those goals. On the other hand, if you get into the space you’re currently looking at, the amenities included in that space will help you attract new talent.” Which part of the explore phase does it accomplish?

• Rapport building
• CGP
• TCI
• BA

Question 52: Here’s a paragraph from a recap email. “You currently have a quote from a moving company for about $5,000, but you would be willing to pay twice that much if it meant ensuring your equipment was moved safely and on time. However, the decision isn’t yours alone. Sebastian is in charge of the equipment and Sal will have to approve the higher budget. We’ll include them in our next meeting to discuss the details of where we go from here.” Which part of the explore phase does it accomplish?

• Rapport building
• CGP
• TCI
• BA

Question 53: What is the main goal of a presentation?

• To provide value to the prospect
• To recap the exploratory call
• To work with the buyer on pricing
• To review what the potential buyer should know

Question 54: How should you begin your sales presentation?

• With a description of your product’s features and value propositions.
• With a recap of your previous conversations, to make sure that you and your prospect have a shared understanding of what has previously been discussed.
• By discussing how your offering will help them achieve the goals they’ve shared with you in previous conversations.
• By confirming the prospect’s budget and authority.

Question 55: How do you determine the timeline for closing a deal?

• Ask the prospect when they need to achieve their goal and work backwards from that date to determine when they need to sign the contract.
• Ask the prospect when they need to achieve their goal and have them sign the contract on that date.
• Recommend a deadline based on the length and complexity of your sales cycle.
• Allow the prospect to choose the date they think will be best for closing the deal.

Question 56: Where in your presentation should you present case studies on other companies you’ve worked with?

• At the beginning of the presentation, to build credibility.
• At the end of the presentation, to encourage commitment.
• Throughout the presentation, to add continuity.
• Not at all, unless the prospect has specifically asked for them or if they are especially relevant to the prospect’s situation.

Question 57: When using the 1-10 closing technique, what should you do if your prospect gives you number lower than six?

• Back up to the explore phase of your inbound sales strategy and figure out what you missed.
• End the meeting as quickly as possible and stop pursuing that lead.
• Offer them a discount.
• Split the difference and recalculate the lead value.

Question 58: Your teammate is prepping for a sales presentation and they’ve outlined the points they want to cover: 1. Recap of previous discussions 2. Explanation of how other people in similar situations have proceeded 3. Pros and cons of various approaches They want your feedback on this outline. What would you say?

• “This is a good start, but you need to advise them on the best path to achieving their goals and explain how we can help them get there.”
• “This is a good way to finish the presentation, but you should start by explaining our offering and how it can solve their problems.”
• “This is okay, but a better approach would be to give them a demonstration of our product.”
• “This is great! Leave it like it is.”

Question 59: You should do all of the following in your sales presentation EXCEPT:

• Confirm the prospect’s timeline.
• Ask the prospect to commit to your fee.
• Discuss how the prospect typically makes a purchase.
• Show the prospect as many features of your offering as possible.

Question 60: All of the following questions are part of the 1-10 closing technique EXCEPT:

• On a scale of one to ten, where one is “I’m not at all interested in working with you,” and ten is, “I want to buy right now,” what number would you say you are?
• Wow, that’s a high number! Why did you pick that number?
• That makes sense. Sounds like you have a lot of good reasons to buy our product. So why didn’t you pick ten as your number?
• I understand. Now I’m going to pick a number that I think is the right number for you. What number do you think I’m going to pick?

Question 61: What is the buyer doing during the awareness stage of their buying journey?

• Identifying a challenge they’re experiencing or an opportunity they want to pursue.
• Becoming aware of the ways your solution can help them.
• Evaluating different approaches or methods available to help them with a challenge or opportunity they’ve decided to address.
• Trying to choose a specific solution within a specific solution category.

Question 62: True or false? You should only start identifying passive buyers after identifying all of the active buyers.

• True
• False

Question 63: Which of the following is an example of a common connection?

• Your brother-in-law has a friend who could benefit from your offering.
• A potential buyer lives in the town where you grew up.
• You meet a good-fit prospect at an industry event.
• You and a potential buyer went to the same university.

Question 64: What does it mean to make your outreach “human”?

• Avoiding automated processes and technology.
• Making sure your approach is empathetic and personable.
• Making sure your first meeting with a new prospect happens in-person.
• Involving as many different people from your company as possible in your relationship with every prospect.

Question 65: What is the purpose of the 1-10 closing technique?

• To help the buyer define a timeline for purchasing your solution
• To convince the buyer to purchase your solution
• To help the buyer weigh the pros and cons of moving forward with your solution
• To qualify leads during the exploratory call

Question 66: Fill in the blanks: The plan you present during the advise phase of your inbound sales strategy closes the gap between _______ and _______.

• your prospect’s budget, your company’s needs
• your goals, your prospect’s goals
• where the prospect is now, where they want to be
• the awareness stage of the buyer’s journey, the consideration stage of the buyer’s journey

Question 67: What is the buyer doing during the decision stage of their buying journey?

• Identifying a challenge, they’re experiencing or an opportunity they want to pursue.
• Deciding on a budget for the next 12 months.
• Evaluating different approaches or methods available to help them with a challenge or opportunity they’ve decided to address.
• Trying to choose a specific solution within a chosen solution category.

Introduction to Hubspot Inbound Sales

HubSpot Inbound Sales is a methodology that focuses on attracting and engaging potential customers through valuable content and personalized interactions rather than traditional outbound methods like cold calling. Here’s a brief overview of the key principles and features of HubSpot’s approach to inbound sales:

1. Attract

• Content Creation: Create high-quality content that addresses the pain points and interests of your target audience. This can include blog posts, ebooks, webinars, and more.
• SEO: Optimize your content for search engines to improve visibility and attract organic traffic.

2. Engage

• Personalization: Use insights and data to personalize interactions. Tailor your messaging to address the specific needs and concerns of each lead.
• Lead Nurturing: Implement email marketing and automated workflows to build relationships and guide prospects through the buyer’s journey.

3. Convert

• Lead Qualification: Use tools like lead scoring to identify and prioritize the most promising leads.
• Sales Engagement: Utilize HubSpot’s CRM to manage interactions and track engagement. Tools like templates and sequences can streamline communication.

4. Delight

• Customer Success: Focus on providing exceptional customer service to ensure satisfaction and encourage referrals.
• Feedback Loops: Collect feedback from customers to continually improve your approach and offerings.

HubSpot Tools for Inbound Sales

• CRM: Centralizes customer data and interaction history.
• Sales Hub: Includes features like email tracking, meeting scheduling, and pipeline management.
• Marketing Hub: Helps with content creation, email campaigns, and lead nurturing.
• Service Hub: Provides tools for customer support and feedback.

Key Benefits

• Customer-Centric: Aligns sales efforts with the needs and interests of potential customers.
• Efficiency: Automates and streamlines repetitive tasks, allowing sales teams to focus on high-value activities.
• Data-Driven: Provides insights and analytics to inform decision-making and improve strategies.

If you’re considering implementing or optimizing inbound sales with HubSpot, focusing on aligning your sales and marketing efforts with the buyer’s journey and leveraging HubSpot’s tools effectively will be key to your success.

HubSpot CMS For Marketers Certification Exam Answers

Question 1: When deciding on naming conventions for your CMS assets, what do you need to make sure of?

• The names are descriptive.
• You and your team agree on a single system.
• You stick to it.
• All of the above

Question 2: What happens when you clone a landing page in HubSpot?

• HubSpot creates a duplicate draft version of the page and adds the word “Clone” at the end of the original name.
• HubSpot creates a duplicate published version of the page and adds the word “Clone” at the end of the original name.
• HubSpot creates a new draft page so that you can recreate the page from scratch.
• HubSpot creates a draft version of the page which replaces the original version.

Question 3: True or false? You can upload files in bulk into the HubSpot file manager.

• True
• False

Question 4: True or false? The HubSpot CMS includes a standard SSL certificate for your website.

• True
• False

Question 5: True or False? A website’s design is solely about looks.

• True
• False

Question 6: What are the five key characteristics of a good website user experience?

• Useful, Intuitive, Consistent, Accessible, Appealing
• Useful, Accessible, Interesting, Optimized, Intuitive
• Useful, Consistent, Appealing, Mobile-Friendly, Engaging
• Useful, Accessible, Optimized, Personalized, Appealing

Question 7: Choose all that apply. Which methods can you use to research your user’s goals on your website?

• Surveys
• Email
• Heat-mapping
• Card sorting

Question 8: How can you take advantage of the mere-exposure effect on your website?

• Use the same navigation in both your header and footer
• Create consistency across your website’s visual and written content
• Use muted colors accentuated by bright accent colors across your website
• Make sure to have ample whitespace to focus the attention of the user

Question 9: On the website shown in this image, what could this business do to improve the user experience of their website?

• Use muted colors or neutrals to balance bright accent colors
• Include a navigation menu at the top of the page
• Include a video to increase visitor engagement
• Use whitespace to focus the attention of the user
• A and B

Question 10: True or False? In the HubSpot CMS, website pages and landing pages are the same thing.

• True
• False

Question 11: In the page editor in the HubSpot CMS, pages are organized by:

• Sections, columns, rich text blocks
• Sections, rows, columns, modules
• Columns, rows, forms, images
• Themes, templates, modules

Question 12: In the HubSpot CMS, where do you go to change a page’s meta description?

• The Contents tab
• The Pages dashboard
• Account settings
• The Settings tab

Question 13: What is the primary purpose of a topic cluster content strategy?

• To create more engaging blog content for your audience
• To generate more leads from your blog
• To attract more visitors to your website through your blog
• To rearrange your site architecture into clusters of related content

Question 14: True or False? You can add a featured image to your blog post which will appear in social media posts.

• True
• False

Question 15: Which tool in HubSpot helps you establish thought leadership in search engines using a topic cluster content strategy?

• Landing pages
• Analytics
• SEO
• Social
• Email

Question 16: How do you build relevance and authority for your website?

• Build relevance by creating high-quality content people want to read. Build authority by building high-quality backlinks.
• Build relevance by creating backlinks. Build authority by using keywords throughout your content.
• Build relevance by telling people about your content so that they can find it and link to it. Build authority by creating high-quality content people want to read.
• Build relevance by adding alt text to your images. Build authority by starting a topic cluster.

Question 17: Where in HubSpot can you go to improve the on-page SEO of a blog post?

• Your blog settings
• The optimize tab in the blog post editor
• The blog template in the design tools
• Your blog dashboard

Question 18: True or false? The recommended settings for canonical URLs are enabled by default in the HubSpot CMS and cannot be edited.

• True
• False

Question 19: What is the SEO purpose of adding links throughout your content?

• Links to your product pages will boost your sales, as well as drive traffic to those pages.
• Adding affiliate links throughout your content will drive more revenue for your business.
• Links help establish you as a trustworthy source and drive traffic to your other content.
• Links tell Google that your content is popular and that people are sharing it on social media.

Question 20: What is the purpose of a sitemap?

• To plan out the information architecture of your website before going live
• To help search engine crawlers determine the structure of your website so that they can crawl it more intelligently
• To raise your domain authority by linking together all the pages of your website
• To track the performance and traffic of your live pages and blog posts

Question 21: Choose all that apply. Technical optimizations you can make to your website in the HubSpot CMS include:

• Customizing your sitemap.
• Adding links between topic cluster content.
• Customizing your robots.txt file.
• Enabling Google AMP.
• Requiring HTTPs for your domains.

Question 22: What is the first question you should ask before you start gathering and analyzing data about your website?

• “How is my website currently performing in search engine results pages?”
• “How much traffic is my website getting from different channels?”
• “What is the highest-impact page on my website currently?”
• “What is my main goal for my website and what metrics can I track to help me achieve it?”

Question 23: True or False? You can only use one type of smart rule per module.

• True
• False

Question 24: What tool can you use to segment your contacts database?

• Contact properties
• Lists
• Landing pages
• All of the above

Question 25: Choose all that apply. Which of these tools are included for free with CMS Hub?

• Forms
• Conversations
• Ads
• Calls-to-action
• Workflows

Question 26: True or False? Every page published in the CMS is created using a template.

• True
• False

Question 27: Where in the HubSpot CMS can you edit your website’s header and footer?

• In the design manager
• In your account settings
• In the page editor
• None of the above

Question 28: Fill in the blank: Theme modules are _______.

• designed specifically to work within your theme
• included by default in the HubSpot CMS
• built by developers for a specific purpose
• downloaded from the asset marketplace

Question 29: Where can you view all of your downloaded templates and modules?

• Your Account Settings
• Website Pages dashboard
• Purchased tab of the Asset Marketplace
• Settings tab of the page editor

Question 30: True or False? Every page must be created using its own unique template.

• True
• False

Question 31: True or False? Your theme is your source of truth for your website’s design.

• True
• False

Question 32: True or False? You need to know CSS to make any style changes to your pages.

• True
• False

Question 33: The purpose of the Contents tab in the page editor is to:

• Display a list of all the content modules on your page in the order they appear
• View and edit your theme settings
• Add new modules to your page
• Rearrange the order of modules on your page

Question 34: True or False? Once you remove a section, row, column, or module from your page you cannot undo it.

• True
• False

Question 35: What is the final step you should take before publishing a page?

• Add a canonical URL
• Preview the page
• Make sure you only have one H1 header
• Schedule the page to publish at a later date and time
• Share it on social media

Question 36: True or False? You should use a different theme for every page on your website.

• True
• False

Question 37: What is a topic cluster?

• A targeted cluster of relevant content that covers a specific topic in depth
• A collection of blog posts that addresses a series of related questions
• A comprehensive page that covers a topic in great detail
• A series of emails covering a specific topic that are used to generate leads

Question 38: Where can you view data about an individual blog post’s performance in HubSpot?

• On your Marketing dashboard
• In a contacts attribution report
• In the Optimize tab of the blog post editor
• In the Performance tab of that blog post

Question 39: Which of these data points is not tracked on the Performance tab of a blog post?

• Entrances
• Submissions
• Engagement type
• Referral source
• Revenue

Question 40: Choose all that apply. Which of the following should you add to your blog post to generate leads?

• A text call-to-action at the top of your post
• An image call-to-action at the bottom of your post
• A featured image for sharing your post on social media
• A form so readers can subscribe to your blog

Question 41: The purpose of a robots.txt file is to:

• list the pages on a website to manage the content that’s shown to search engines
• instruct search engines on how to handle duplicate content
• instruct search engine bots on how to crawl the pages on a website
• tell HubSpot the user agent of a visitor’s browser

Question 42: Fill in the blank. Backlinks are links ________.

• from other websites to your website
• from your blog posts to your website pages
• from your website to other websites
• from your pillar page to your subtopic content

Question 43: What is the most important thing you can do to ensure your content ranks highly in search engines?

• Add H1 headers to all of your pages and blog posts
• Create high-quality content that’s relevant to searchers’ needs
• Optimize your content for your primary long-tail keyword
• Generate backlinks between your website and other credible sites

Question 44: Fill in the blank. HubSpot analysis found that the ideal length for blog posts is ____ words.

• 3000
• 2100
• 900
• 500

Question 45: Which of these is not a recommended best practice for writing blog post titles?

• Keep it under 70 characters
• Include your primary long-tail keyword
• Use engaging words
• Write it in the form of a question

Question 46: Why is it important to avoid unnatural repetition of words in your blog post title, meta description, and URL?

• It is a signal that search engines use to detect spam.
• It creates a confusing user experience for your blog RSS readers.
• It will prevent your blog post from being crawled and indexed by search engine bots.
• It is not a best practice for a topic cluster content strategy.

Question 47: True or False? Using your traffic analytics report, you can see the source of traffic to your website.

• True
• False

Question 48: Choose all that apply. At a high level, which metrics should you be tracking about your website performance?

• Where your visitors are coming from
• Which visitors are marketing qualified leads
• What content your visitors are engaging with
• Which pages your visitors are landing on

Question 49: True or False? If you’re using assets from the marketplace, both the folder structure and names will be determined by the provider.

• True
• False

Question 50: Choose all that apply. Where in HubSpot can you use folders to organize your CMS assets?

• File manager
• Forms
• Themes
• Landing pages

Question 51: Which of these is not a content status in HubSpot?

• Draft
• Scheduled
• Published
• Updated
• Archived

Question 52: Choose all that apply. Which of these pieces of content should be archived and unpublished?

• Landing pages for expired offers
• Product pages for products you no longer sell
• Event pages for events that have passed
• Blog posts that aren’t optimized for search engines

Question 53: Which of these characteristics is not available to use in smart content?

• Device type
• Referral source
• Preferred language
• Contact list membership
• Email address

Question 54: What is a buyer persona?

• A realistic representation of your current customers based on their prior purchases and NPS scores
• A semi-fictional representation of your ideal customer based on real data and some select educated speculation
• A detailed profile of one of your existing customers with real data and quotes from them
• A fictional representation of your ideal customer based on your gut feelings and intuition about who needs your products and services

Question 55: True or False? Adding someone’s name to a page is effective personalization.

• True
• False

Question 56: Which of these segments is a good place to start with your personalization efforts?

• Your social media followers
• Accounts you want to target
• All visitors to your site in the past 60 days
• Your buyer personas

Question 57: How is a visitor’s country determined for smart content?

• The language set in the visitor’s browser
• The user agent
• The visitor’s IP address
• The country property in your CRM

Question 58: True or False? You can have unlimited smart rules per module.

• True
• False

Question 59: Jill is a marketer at The Green Thumb, a plant nursery that delivers plants to your doorstep. Her main buyer persona is young women who want to add greenery to their apartments but don’t know how to properly take care of plants. On The Green Thumb’s website they have the page “Which Plant Is Right For You?” that shows all the plants they offer and what environments they are suited for. How can Jill personalize this page to better target her buyer persona?

• Add a “Recommended” tag to plants that are easy to take care of and well-suited for apartment living
• Include more detailed descriptions of the genus and species of each plant
• Replace the images of each plant with a video showing close-ups and giving a 360-degree view of the plant
• Remove plants that require lots of care from the page, so buyers won’t be tempted to purchase them

Question 60: What can you add to a blog post to determine what content will show up on the short form version of that post on your blog’s homepage?

• Read more separator
• Call-to-action
• Personalization token
• Paragraph break

Question 61: Choose all that apply. What are the different types of templates in the HubSpot CMS?

• Page templates
• Website templates
• Blog templates
• System templates

Question 62: Where can you find your website and traffic analytics reports in HubSpot?

• Reports > Reports
• Reports > Dashboards
• Reports > Analytics Tools
• Page Performance

Question 63: What is the first-touch attribution model?

• Singles out the first touchpoint as the most recent visit.
• 100% of the credit is assigned to the page that originally drove a visitor to your site.
• Gives credit to the touchpoint where a conversion directly occurred.
• Assigns a weighted percentage of the credit to the most recent touch points.

Question 64: True or False? When building a contact attribution report, the metric you choose will be the information displayed on the y-axis.

• True
• False

Question 65: How do CMS developers use themes?

• Themes enable developers to create a site-wide content editing experience for marketers
• Themes enable developers to use the tools and technologies they prefer
• Themes prevent marketers from making side-wide design changes to their websites
• Themes are built by marketers to help developers understand their business’s branding

Introduction to HubSpot CMS For Marketers

HubSpot CMS is a powerful platform designed to help marketers build, manage, and optimize their websites. It’s part of HubSpot’s larger suite of marketing, sales, and service tools. Here’s a rundown of what makes HubSpot CMS particularly valuable for marketers:

Key Features

1. Drag-and-Drop Editor: HubSpot CMS offers an intuitive drag-and-drop editor that allows marketers to create and customize web pages without needing to code. This makes it easy to build landing pages, blog posts, and website pages quickly.
2. SEO Recommendations: The CMS provides real-time SEO recommendations to help optimize content for search engines. It suggests improvements and highlights areas where SEO can be enhanced.
3. Content Personalization: HubSpot CMS allows for dynamic content personalization based on visitor behavior, location, and other factors. This helps in delivering tailored experiences to different segments of your audience.
4. Integrated Analytics: HubSpot CMS comes with built-in analytics that tracks page performance, visitor behavior, and conversion metrics. This data is crucial for understanding what’s working and what needs adjustment.
5. Responsive Design: The platform ensures that all websites are mobile-friendly and responsive, meaning they’ll look great on any device.
6. Lead Capture Tools: HubSpot CMS integrates seamlessly with HubSpot’s lead capture tools, like forms and pop-ups. This integration helps in capturing and nurturing leads directly from your website.
7. CRM Integration: Since HubSpot CMS is part of the HubSpot ecosystem, it integrates smoothly with HubSpot CRM. This integration helps in aligning marketing efforts with sales and customer service, providing a more cohesive view of customer interactions.
8. Template Library: HubSpot offers a wide range of customizable templates for various types of content and pages. These templates are designed to be easily modified to match your brand’s look and feel.
9. Security and Performance: HubSpot takes care of hosting, security, and performance optimization. This means you don’t need to worry about these technical aspects, allowing you to focus on your marketing efforts.
10. A/B Testing: The CMS supports A/B testing for landing pages and other elements, helping you determine which versions perform better and optimize your marketing strategies accordingly.

Benefits for Marketers

• Ease of Use: The user-friendly interface means marketers can make updates and changes without relying on IT or developers.
• Comprehensive Analytics: Having access to detailed performance metrics helps in making data-driven decisions.
• Efficient Lead Management: Integration with HubSpot’s lead capture and CRM tools streamlines lead management and nurturing.
• Enhanced Personalization: Dynamic content and personalization features improve user engagement and conversion rates.
• Unified Ecosystem: Being part of the HubSpot ecosystem ensures all your marketing, sales, and service tools work seamlessly together.

Overall, HubSpot CMS is designed to empower marketers with the tools they need to create effective, high-performing websites and content, streamline workflows, and drive better results.

Hubspot Contextual Marketing Certification Exam Answers

Question 1: How does contextual marketing help you create a good user experience?

• It can help you maintain consistency across your website.
• The newness of the technology is appealing to the user.
• It delivers content that is relevant to the user’s needs.
• It helps users find your website through their online searches.

Question 2: Contextual marketing is used in which stage of the Inbound Methodology?

• Attract
• Engage
• Delight
• All of the stages

Question 3: Which of the following is NOT a way that contextual marketing can help to increase conversion rates?

• It delivers offers that are more easily found in search engine results.
• It delivers offers that are relevant to the visitor’s needs.
• It delivers offers that align with the correct stage of the visitor’s buyer’s journey.
• It delivers offers that are new for the visitor.

Question 4: Your colleague Shane wants to add contextual marketing to all of your company’s landing pages by the end of this month. You respond by telling Shane that this isn’t a recommended approach because:

• It’s easy to get overwhelmed and best to start small in your efforts.
• Some content offers are for first-time visitors which means the landing page can’t use contextual marketing.
• It’s only possible to personalize one section of the website at a time.
• Your visitors will be confused by having different options on each landing page.

Question 5: How can contextual marketing help to make your website more accessible for your visitors?

• It can’t – contextual marketing should be limited to your targeted emails and not placed on your website.
• It will generate an individual navigation menu for each visitor.
• You can add in personalization tokens to help guide the visitor through each page.
• You can offer the visitor relevant content upfront instead of making them search for it.

Question 6: You begin to optimize your website content for search engines and visitors alike. Which stage of the buyer’s journey should this content be for?

• The Awareness Stage
• The Consideration Stage
• The Decision Stage
• All stages because all types of buyers visit your website.

Question 7: Which lifecycle stage should the default website content be geared towards?

• Visitor
• Lead     
• Marketing Qualified Lead
• Sales Qualified Lead
• Customer

Question 8: Your customer Nina is returning to your website. Which messaging option would be the most helpful to Nina?

• “Welcome back! Check out our latest blog post.”
• “Hi Nina! Ready for a demo with our team?”
• “Need some help, Nina? Click to contact our support team.”
• “Request a free trial here.”

Question 9: How can you avoid confusing or frightening your visitors when creating contextual marketing?

• Don’t surprise your visitors with personalization tokens where they don’t expect them.
• Don’t use generic dynamic content – make sure that the information is personal.
• Make your content as friendly as possible.
• Don’t worry about it – over time, internet users will get used to seeing their information.

Question 10: The most important purpose of a website with a good user experience is:

• To be visually appealing to its users
• To ensure that its users smile
• To help its users accomplish their goals
• To be as visually streamlined as possible

Question 11: Which of the following is NOT one of the characteristics a website must have in order to create a good user experience?

• Appealing
• Intuitive
• Consistent
• Enjoyable
• Accessible
• Useful

Question 12: How can you ensure that the content on your website will be helpful for your users?

• It is engaging.
• It can be shared easily on social media.
• It contains keywords.
• It aligns with the buyer’s journey.
• It is optimized for search engines.

Question 13: How many common user questions should each page attempt to answer at one time?

• None – your site pages should direct users to landing pages with the answers.
• One – keep each page clear and focused.
• As many answers as you can fit onto the page.
• Five – make sure to answer who, what, when, where and why questions on each page.

Question 14: At which stage of the Buyer’s Journey is a user most likely to be if she is spending time on your products page?

• Consideration
• Marketing Qualified Lead
• Sales Qualified Lead
• Decision
• Subscriber

Question 15: Which of the following is NOT a reason to have consistency from page-to-page?

• According to the “mere-exposure effect” study, humans like familiarity.
• Your website shouldn’t make users do extra work to understand the content between pages.
• Consistency helps the flow of your website.
• Consistency is one of the primary factors for increasing the conversion rate.

Question 16: You offer a free trial on your products page. Which of the following would be appropriate wording for the same offer on your blog CTA?

• “Free trial” – keep your wording the same.
• “Free demo” – different language can appeal to your different buyer personas.
• “Learn more” – intrigue people to click on the offer.
• “Try our product” – a visitor to your blog needs different language than a visitor to your products page.

Question 17: When designing your navigation, your primary objective should be to include keywords for search engines.

• True
• False

Question 18: Where do you want to place a navigation menu?

• Just at the top of each website page.
• Just in the footer of each website page.
• Above the fold and in the footer of each website page.
• At the top of the homepage and only in the footer on all other pages.

Question 19: What are the two types of main navigation menu structure?

• Lateral and centralized
• Flat and deep
• Horizontal and vertical
• Latitudinal and longitudinal

Question 20: In order to create a good user experience, simplicity is an important consideration for the website’s appeal.

• True
• False

Question 21: What do you learn from a content audit?

• How many customers each piece of content is generating.
• What your click-through rate is for each offer on your site.
• How many inbound links you’re getting to each piece of content.
• How each piece of content is mapped to the buyer’s journey.

Question 22: Why is a content audit useful?

• It shows you how many conversions you’re getting.
• It shows you how qualified your leads are.
• It shows you where the holes in your content are.
• It shows you how authoritative your site is.

Question 23: Which is NOT a reason to do usability testing?

• It allows you to see how your typical users use your website.
• It allows you to see where the holes are on your website.
• It allows you to see which of your users are more qualified than others.
• It allows you to see what questions people have.

Question 24: What kind of users do you want to recruit for usability testing?

• Employees only. They understand your content so you won’t have to waste time explaining the content during the usability test.
• Customers only. If you know what they like, you can make the best experience for everyone.
• Non-customers that have visited your website before. This user segment is the most important since they are near the end of their buyer’s journey.
• Both customers and noncustomers. A mix of the two emulates your current website traffic to make a good usability test.

Question 25: Your boss, Sam, has approved for you to conduct a usability test on your company’s website. Your next step is to design the test. All of the following are important for the test’s success EXCEPT:

• That the test only asks users to do one task.
• That the test is designed around a common problem or question that your users have.
• That the test is designed with the criteria for a good user experience in mind.
• That the test asks users to accomplish a series of tasks.

Question 26: Which is NOT a way to ensure that the results from usability testing are consistently reliable?

• Don’t hint at or imply that there is a right or wrong answer.
• Coach your users during testing so that they get to the right end goal.
• Use a script to ensure that your questions stay the same.
• Record all tests so that you don’t have to rely on memory.

Question 27: Jana has offered to conduct a card-sort to help with user testing for your company’s new website. What is Jana hoping to determine with a card-sort?

• Your site’s layout.
• The elements in your site’s footer.
• Your site’s navigation.
• Your site’s style.

Question 28: How can you ensure that your website stays visually consistent?

• Create a stylesheet.
• Create a style guide.
• Leave it in the hands of your designer.
• You shouldn’t – each page should have a different style.

Question 29: It’s time for your monthly website performance review. Your colleague Jana has pulled the numbers and finds that your homepage has a 70% bounce rate. Is this a good rate?

• Yes. A high rate is good because that means the users are ‘bouncing’ from page to page.
• Yes. A high rate is good because that means the users are ‘bouncing’ from top-to-bottom to view the entire page.
• No. A low rate is good because that means the users are not ‘bouncing’ off of your website after arriving on a single page.
• No. A low rate is good because that means the users are not ‘bouncing’ around and reading the content on the page instead.

Question 30: True or false? Holding interviews with your colleagues and boss is an action to take when redesigning the user experience.

• True
• False

Question 31: You’re trying to build out a contextual marketing strategy at your company, but your boss is not seeing the value of it. How do you explain the benefit of personalization?

• Personalization is important for our larger contextual marketing strategy because it allows us to focus on an individual.
• By using personalization, we won’t have to create any new content because the user will always see fresh information.
• Personalization is important for our SEO strategy because it will help our content rank higher in search engine results.
• If we use personalization, we’ll save money on paid advertising.

Question 32: How do personalization tokens differ from smart text created in HubSpot?

• Personalization tokens don’t connect to the contact database.
• Personalization tokens are indexed by search engines.
• Personalization tokens are not indexed by search engines.
• Personalization tokens don’t require segmentation to use them.

Question 33: True or false? You can use personalization tokens in email subject lines.

• True
• False

Question 34: Your colleague Jana would like to add a personalization token to a landing page that offers “10 Tips to Generate More Leads.” She would like to add the Company Name property in order to connect with the user, showing that this ebook would be helpful to the individual’s company. How would you respond to Jana?

• “Sounds like a good idea. But ‘company name’ isn’t personal enough. Let’s use ‘first name’ instead.”
• “It’s a good idea, but personalization tokens can’t be added to a landing page.”
• “Good idea. Let’s make sure that our forms have been collecting ‘company name’ so the personalization token will be effective.”
• “Good idea. Let’s create a buyer persona segment so our buyer persona will see the personalized field.”

Question 35: True or false? You can use custom contact properties you’ve created for forms as personalization tokens.

• True
• False

Question 36: In order to successfully use personalization, you need to review your contacts database and ensure all of the following EXCEPT:

• The information is current.
• You have the information needed to be able to personalize.
• The information is accurate.
• Personalization has been enabled for the properties you’re using.

Question 37: What are two main reasons to use personalization?

• To convert leads into customers and to progress users to the next stage in their buyer’s journey.
• To drive engagement and communicate specifics.
• To convert leads into customers and drive engagement.
• To progress users to the next stage in their buyer’s journey and communicate specifics.

Question 38: True or false? A personalization token has a default value set automatically.

• True
• False

Question 39: Sam, your boss at ABC Marketing Agency, wants users to feel more connected to your company. Sam suggests: “Add a personalization token to the home page that says ‘Welcome, first name.’ I know that we need personalized content.” How would you respond to Sam’s request?

• “We should add it because big companies like Amazon and Netflix have it.”
• “We might add it. Let’s figure out how the personalized home page adds value to the visitor’s experience on our website.”
• “We can’t add it. Too much traffic is comprised of unknown visitors.”
• “We shouldn’t add it because visitors won’t be comfortable seeing their name on our home page.”

Question 40: When segmenting by lifecycle stage, what is the first thing to decide?

• Decide what existing content maps to each lifecycle stage.
• Decide what qualifies a user for being in each lifecycle stage.
• Create default content to use for each lifecycle stage.
• Create smart lists to label contacts as those lifecycle stages.

Question 41: Fill in the blank: Lifecycle stages allow you to categorize your users by _______.

• how far along in their decision-making process they are
• how many website pages they have viewed
• how many times they have spoken with your sales team
• how much time it will take to close a sale

Question 42: How is the geography of a visitor on your website determined?

• Smart list
• Source code
• Referral source
• IP address

Question 43: When a visitor’s location cannot be determined, which of the following rules is displayed?

• The first country smart rule that you created.
• The country smart rule that is closest to their approximate location.
• The default content with no smart rules.
• Your HubSpot account’s default country setting.

Question 44: The ABC Marketing Agency has become an international business and you now need a Portuguese version of your website as soon as possible. Your boss Sam asks you to create the second website using smart content. Why is this not the best approach?

• Because you can’t target more than one language at a time.
• Because search engines won’t see the Portuguese content.
• Because you can’t apply smart content to change the form language on your landing pages.
• Because search engines will index both languages resulting in confusing search results.

Question 45: All of the following are ways to improve the mobile experience for a website visitor EXCEPT:

• Create a shorter version of your forms.
• Add your phone number as a click-to-call link on the homepage.
• Hide any pop-up elements such as chat panes and slide-in CTAs.
• Add more links to keep the visitor engaged.

Question 46: When using the context of a user’s mobile device type, which landing page element should be first evaluated for adding contextual marketing?

• The image
• The landing page copy
• The questions on the form
• The redirect page

Question 47: The language of the user’s choice is set by:

• Their choice on your homepage.
• Their browser.
• Their contact record.
• Their first form submission.

Question 48: Your colleague Jana is building a campaign around the longtail keyword “landing page optimization services,” which is a service your company provides. What kind of segmentation should you use to add contextual marketing in order to help Jana have more of an impact on visitors?

• Segmentation by organic search
• Segmentation by lifecycle stage
• Segmentation by paid campaign
• Segmentation by buyer persona

Question 49: You are evaluating the bounce rate of your overall website traffic and find that users with a social media referral source have a higher bounce rate. Which user experience principle will help to keep social media visitors engaged on your website?

• Consistency. Show more images in your content.
• Accessibility. Send the users to a more relevant page.
• Consistency. Show a shorter form of your content.
• Accessibility. Use two smart rules.

Question 50: An automated email that you send has a high click-through rate, but the landing page that it promotes has a low conversion rate. Which element would benefit most from contextual marketing?

• A personalized subject line in the email.
• A smart CTA in the email to show different wording to visitors.
• A smart form on the landing page to ask different questions of visitors who come from the email.
• A personalization token on the landing page that displays the first name of visitors who come from the email.

Question 51: True or false? “Other campaigns” is a segmentation option used to manually segment contacts.

• True
• False

Question 52: True or false? You should always start creating a contextual marketing strategy by targeting your buyer personas.

• True
• False

Question 53: In order to begin with contextual marketing, you should determine the opportunities. Where should you start?

• Low traffic website pages, since there’s more to gain because of the low traffic.
• High traffic landing pages, since you’re getting many views on the pages.
• Emails, since they are already targeted when you send them.
• Blog posts, since they are viewed by all of the different lifecycle stages.

Question 54: Default content should be optimized for which group above all?

• The segment that you are targeting.
• The highest-valued persona.
• Search engines.
• First time visitors.

Question 55: Your colleague wants you to add contextual marketing to the landing page called “50 Copywriting Mistakes to Avoid Checklist.” Which of the following is not an important factor to investigate before adding contextual marketing to the landing page?

• The lifecycle stage of the users that visit the landing page.
• The buyer’s journey stage of each individual that submitted the form.
• The submission rate prior to adding contextual marketing.
• The referral source of the users that visit the landing page.

Question 56: In evaluating your company’s blog posts from the past quarter, your boss Sam has identified that the post called “The Top 3 Ways to Improve Your Marketing” as being a top-performing post. Sam wants to add contextual marketing to show different ‘ways to improve your marketing’ to different blog readers based on their lifecycle stage. Is this a good approach?

• “Yes. There are all different lifecycle stages reading the blog, so we can maximize our readership.”
• “Yes. We can change the content for our blog readers, but need to determine if lifecycle stage is the best segment.”
• “No. We cannot change the blog content because it is confusing to RSS readers.”
• “No. Search engines would only see the same content as the lead lifecycle stage.”

Question 57: Why is it important to map out the conversion path of a smart CTA for each segment?

• To ensure you know where you’re sending each segment.
• To ensure that you’re sending each segment to a different page.
• To ensure that you’re sending each segment to a different stage in the buyer’s journey.
• To ensure that you’re sending each segment to the page with the visitor’s preferred language.

Question 58: True or false? Most contextual marketing strategies are well-suited for refining the default content to align with a particular user segment’s needs.

• True
• False

Question 59: True or false? Personalization tokens work for first-time visitors for known things like their country location.

• True
• False

Question 60: Your colleague Jana wants to add contextual marketing to your organization’s homepage. She wants to target your company’s top buyer persona “Copywriter Charles.” What would you suggest for Jana to do next in planning a contextual marketing strategy?

• Map out the CTA conversion path for all CTAs on the homepage.
• Determine her method for segmenting the homepage visitors.
• Decide what type of smart content (CTA, form, or text) to add to the homepage.
• Draft the content to be shown to “Copywriter Charles.”

Question 61: True or false? Dynamic content consists of entirely randomized content.

• True
• False

Question 62: True or false? You want to promote a new content offer to customers that visit your Services page. This can be accomplished using smart content.

• True
• False

Question 63: How can you ensure that you’re recruiting the right users for usability testing?

• Ask the users to categorize themselves into your buyer personas.
• Do an in-person interview with each user first.
• Ask the users to fill out a screener form.
• Get your users from a purchased list of industry verticals.

Question 64: Your boss asks you to report on how your content campaign has contributed to the lead generation goals. What metric do you report on to demonstrate its contribution?

• Total leads generated from your campaign
• Increase of brand awareness
• Returning blog subscribers generated from your campaign
• Social engagements

Question 65: True or false? You must set up a smart list in order to segment users by country.

• True
• False

Question 66: True or false? When segmenting by buyer persona, focus on your newest persona first.

• True
• False

Question 67: True or false? You can display content variations to mobile, tablet or desktop users.

• True
• False

Question 68: Your marketing director at ABC Marketing Agency would like to set up an email campaign that will use personalization to reference a lead’s recent conversion. Is this possible?

• Yes, this is possible for leads.
• No, this is not something you can personalize.
• Yes, but only if the lead has visited your website “recently” (past 3 months).
• Yes, when the recent conversion was in an email.

Introduction to Hubspot Contextual Marketing

HubSpot’s Contextual Marketing is a feature designed to tailor the marketing experience to individual users based on their behavior, preferences, and interactions with your website. The goal is to deliver more relevant content and offers to enhance user engagement and conversion rates.

Here’s a breakdown of how it works and its key components:

1. Behavior Tracking: HubSpot tracks user behavior on your website, including page views, time spent on pages, and interaction with forms and CTAs (calls-to-action). This data helps create a profile of each visitor.
2. Personalization: Using the data gathered, HubSpot allows you to customize content and CTAs based on a visitor’s past behavior or demographic information. For example, if a visitor frequently views content related to a specific product, you can display a CTA related to that product.
3. Dynamic Content: HubSpot enables you to create dynamic content that changes based on user data. For instance, you can show different banners, offers, or content blocks depending on whether the visitor is a new or returning user, or based on their geographical location.
4. Segmentation: HubSpot helps you segment your audience based on various criteria such as behavior, lifecycle stage, or demographics. This segmentation allows you to tailor marketing messages more effectively.
5. Automation: You can automate contextual marketing efforts through HubSpot’s workflows. For example, if a visitor downloads an eBook, you can set up an automated follow-up email series with additional resources related to the eBook’s topic.
6. Analytics and Reporting: HubSpot provides analytics on how well your contextual marketing efforts are performing. You can track metrics like engagement rates, conversion rates, and ROI to assess the effectiveness of your campaigns.

Overall, HubSpot’s Contextual Marketing aims to create a more personalized and engaging experience for users, which can lead to higher conversion rates and improved customer satisfaction.

HubSpot SEO II Certification Exam Answers

Question 1: Liam is an SEO specialist at an advertising agency. He believes that he can improve the company’s search performance by creating a blog series and pillar page. However, the CEO has been hesitant to sign off because content creation takes a lot of time and she isn’t sure they’ll see the ROI. How can Liam convince the CEO that this is a worthwhile investment?

• Show the CEO the Google Analytics and Search Console reports on how much traffic the company website is getting, their keyword rankings, and their click-through rate.
• Create a slide deck presentation on content marketing and why it’s important to be constantly churning out fresh content for Google.
• Gather data about the search volume for the keywords Liam wants to create content for, showing the CEO the potential search visibility, clicks, and leads they might gain by following this strategy.

Question 2: Select all that apply. Which of the following strategies help you communicate the value of SEO to stakeholders?

• Putting the user at the center of everything you do
• Making your work accessible to people outside the SEO field
• Following SEO blogs, newsletters, and social media
• Tying your actions back to business goals

Question 3: Why is it important to keep track of trends and updates in your business’ niche?

• So, you can better communicate with your colleagues and/or clients.
• So, you can anticipate how trends and updates might affect your website.
• So, you can become a subject matter expert in your business’ niche.
• It isn’t important to keep track of trends and updates in your business’ niche.

Question 4: What is an SEO competitive analysis?

• The process of researching your business competitors to find out how you can beat them in the market
• The process of generating reports on the search impressions, clicks, and click-through rate of web pages
• The process by which you analyze the different keyword opportunities on your website
• The process of identifying the strengths and weaknesses of you and your competitors’ SEO

Question 5: Select all that apply. What are the goals you want to achieve through an SEO competitive analysis?

• Discover your competitors’ winning strategies
• Benchmark your current SEO performance
• Reveal any competitor gaps or weaknesses
• Identify areas of improvement in your SEO strategy

Question 6: True or false? Your business competitors are not always the same as your SEO competitors.

• True
• False

Question 7: What are keyword gaps?

• The phrases that your competitors are ranking for, but you aren’t
• The keywords that you currently aren’t targeting
• The phrases that don’t have a lot of search traffic
• The search phrases that your website does not rank for

Question 8: Select all that apply. Why is it important to identify the strengths and weaknesses of your website and your competitors’ sites?

• To capitalize on your competitors’ weaknesses
• To stay up-to-date on trends in search
• To optimize the strengths of your website
• To improve the weak areas of your site

Question 9: True or false? When performing an SEO competitive analysis, you do not need to analyze your site on a page-by-page basis.

• True
• False

Question 10: What would you be tracking in a goal completion report in Google Analytics?

• Which goals are being completed (e.g., form submissions, pages visited, or events triggered)
• Which pages attribute to the most goal completions and their conversion rates
• The proportion of goal completions in comparison with overall page visits
• All of the above

Question 11: What is the best timeframe to report on content to lead generation?

• 1 month
• 3 months
• 6 months
• 12 months

Question 12: Select all that apply. Which of the following metrics should be included in a content quality report?

• Bounce rate
• Average time on page
• Goal completions
• Organic search impressions
• Percent exits

Question 13: Which type of report will show you what brought people to a particular page?

• Keyword rank in Ahrefs
• Content to leads in HubSpot
• Goal completions in Google Analytics
• Clicks to impressions to CTR in Google Search Console

Question 14: Greta is an SEO professional working for a large law firm. She is gathering her monthly reports on their website performance, and her manager has asked that she focus on demonstrating how SEO is contributing to the business’ bottom line. What type of report should Greta pull in order to best show the ROI of SEO?

• A goal completion report, which shows which pages are generating the most form submissions
• A content to leads report, that shows which pages are converting the most leads
• A keyword rank report, which shows the overall web presence of their keywords
• A top pages report, which shows which pages are generating the most traffic to their website

Question 15: Select all that apply. Which of the following are examples of site moves with URL changes?

• Protocol changes
• Domain name changes
• Hosting provider changes
• URL path changes

Question 16: Select all that apply. What are the advantages of migrating a large site in sections?

• Making fewer changes at once decreases the risks of errors.
• Google recommends migrating large sites in sections if possible.
• It can be less expensive for the business.
• There are no advantages to migrating a site in sections.

Question 17: What are the proper use cases for 301 and 302 redirects?

• Use 301 redirects for top-priority pages that you want Google to index first. Use 302 redirects for lower-priority pages which can be indexed later.
• Use 301 redirects all the time. There are no proper use cases for 302 redirects.
• Use 301 redirects when the change is not permanent. Use 302 redirects when the old URL is moving permanently to the new URL.
• Use 301 redirects when the old URL is moving permanently to the new URL. Use 302 redirects when the change is not permanent.

Question 18: Jenny is in charge of creating the URL mapping file for her company’s website migration project. While working on it, she notices that there are many pages which have no corresponding page on the new site, because they have been either removed or consolidated. She isn’t sure what to do about these pages. What would you suggest Jenny do in this scenario?

• She should redirect all orphan pages to the website homepage.
• She should redirect each orphan page to its parent category page or the most relevant similar page.
• She should not redirect these pages.

Question 19: True or false? It is best practice to avoid redirect chains by redirecting straight to a page’s final destination.

• True
• False

Question 20: When is the best time to execute a site migration?

• On the day when the site historically has its highest traffic to maximize the visibility of the new site
• On a weekday between 6PM and 11PM
• On a day that will have the least impact on your business revenue, ideally during off-peak hours
• It doesn’t matter what day or time you execute a site migration; they will all have the same effect.

Question 21: During which stage of a migration should you benchmark site performance metrics?

• Pre-migration
• During the migration
• Post-migration
• There is no identified stage for benchmarking site performance metrics.

Question 22: True or false? Moving a site from HTTP to HTTPS does not count as a site migration.

• True
• False

Question 23: Select all that apply. Which of the following status codes should you focus on resolving during a technical SEO audit?

• 200
• 300
• 400
• 500

Question 24: Crawl budget is mainly a concern for which types of websites?

• Websites with less than 1,000 pages
• Websites with over 10,000 pages
• Websites in regulated industries
• All of the above

Question 25: Select all that apply. Which of the following should you avoid to reduce a site’s crawl budget?

• Duplicate content
• Navigation menus with over 7 items
• Long redirect chains
• Infinite spaces

Question 26: If a website has content added via JavaScript, what additional stage do search engines need to complete?

• Crawling
• Indexing
• Ranking
• Rendering

Question 27: Blake is going through a technical SEO audit for his company’s website when he notices that several pages are taking 6 or more seconds to load. He knows this is too slow and he needs to speed them up, but isn’t sure how to identify what’s causing the slowdown or how to fix it. To get started, what should Blake look into?

• Large code files that could be minified
• Non-essential JavaScript that could be moved to the footer
• Large image or video files that could be compressed
• All of the above

Question 28: What is the purpose of limiting HTTP requests?

• To remove extraneous code and empty spaces in HTML and CSS files to improve page performance
• To reduce a page’s overall download size in order to increase its load speed
• To reduce the frequency at which a browser needs to download information on a page, increasing its load speed
• To maximize website caching so a page can load faster

Question 29: Which of the following is NOT a strategy to limit HTTP requests?

• Combining text resources
• Moving render-blocking JavaScript
• Minifying code files
• Reducing redirects
• Combining image resources

Question 30: Fill in the blank: ___ happens when the server saves the result of a single render and serves that same result when requested again.

• Server-side caching
• JavaScript rendering
• Minification
• Client-side caching

Question 31: True or false? Most elements of a website can be cached.

• True
• False

Question 32: Which of the following is NOT a function of the robots.txt file?

• Show search engine bots all the pages on a site
• Prevent search engines from crawling private pages
• Keep search engine bots from overwhelming server resources
• Specify the location of your sitemap

Question 33: Select all that apply. Which of the following are included in Google’s Page Experience update?

• Intrusive interstitial guidelines
• Safe browsing
• Mobile-friendliness
• Core Web Vitals

Question 34: Claire is analyzing her website’s Core Web Vitals and notices that LCP is occurring at 10 seconds, which is much longer than what Google recommends. Which of the following elements could be contributing to slowing down Claire’s page?

• A pop-up banner, appearing halfway down the page
• A navigation menu with more than 7 items
• An embedded video below the page header
• A non-responsive website design

Question 35: True or false? Page experience is the primary ranking factor for Google, even more important than a page’s content.

• True
• False

Question 36: What is Largest Contentful Paint (LCP)?

• The visual stability of a website or how predictable it is to use
• The length of time it takes for a page to react after a user interacts with it
• The length of time it takes for the element using the most amount of pixels to render on a user’s screen
• None of the above

Question 37: True or false? Cumulative Layout Shift is only measured on a page’s first load.

• True
• False

Question 38: What is lazy loading?

• A technique that involves loading non-critical assets on a page only when needed
• A type of responsive website design
• A strategy that involves combining image resources by utilizing image sprites
• A tactic to improve page speed by loading JavaScript asynchronously

Question 39: Adding inline CSS dimensions to images, videos, and gifs helps improve which Core Web Vital?

• Largest Contentful Paint
• First Input Delay
• Cumulative Layout Shift
• It does not help improve any of the Core Web Vitals.

Question 40: What is the best practice for using website pop-ups in a user-friendly way?

• The pop-up should appear in at least three different locations on a page to cater to all buyer personas.
• The pop-up should take up as much space on the page as possible so that users can easily see it.
• The pop-up should take up a reasonable amount of space on the screen and not prevent users from accessing content.
• There are no user-friendly ways to use pop-ups and they should be avoided entirely.

Question 41: Fill in the blanks: ___ and ___ form the foundation of technical SEO.

• Website performance; crawlability
• Crawl budget; mobile-friendliness
• Site speed; on-page SEO
• Content; keywords

Question 42: True or false? If you improve the speed at which individual pages load, you’ll improve your overall site speed.

• True
• False

Question 43: Select all that apply. What are the main categories of site moves?

• Site moves with domain name changes
• Site moves with URL changes
• Site moves with infrastructure changes
• Site moves without URL changes

Question 44: Fill in the blank: ___ occurs when a user quickly navigates back and forth between pages in search results.

• Rendering
• Bouncing
• Pogo-sticking
• Rebounding

Question 45: Why is it important to keep track of Google algorithm updates?

• It can help you outsmart Google.
• It can help you better communicate the ROI of SEO to your stakeholders.
• It isn’t important to keep track of Google algorithm updates.
• It can help you understand how your site has been affected in the past and/or could be affected in the future.

Question 46: What is the purpose of an image sprite?

• To decrease the number of image files that are limiting your load speed
• To reduce the load time of a page by automatically compressing the size of all images
• To enhance consistency and ensure that all of your icons match across your entire website
• Both A and C

Question 47: True or false? You can minify code or compress it, but you cannot do both.

• True
• False

Question 48: What is Google Page Experience?

• A set of signals that measures a website’s user experience, specifically on mobile devices
• A set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value
• A group of metrics Google uses to determine if a website’s content is accessible
• A report available in Google Search Console that shows which pages are mobile-friendly

Question 49: What is the first step in any website migration project?

• Creating a URL mapping file
• Putting together a technical SEO specification
• Scoping the project to create a project plan
• Setting benchmarks

Question 50: Fill in the blank: ___ happens when the server tells a web browser to keep the files it downloads, so it doesn’t have to download them again in the future.

• Browser caching
• General caching
• Server-side caching
• Client-side caching

Question 51: What is the purpose of a URL mapping file?

• To create a map for Google to follow the redirect path
• To map out how many 301 vs. 302 redirects you need
• To map the old site URL to the new site URL
• To avoid pages being interpreted as soft 404’s

Question 52: What is a technical SEO specification?

• A document used during a website migration which captures SEO elements that need to be changed or transferred to the new site.
• A list of technical SEO issues on a website that need to be resolved, which are gathered during a technical SEO audit.
• A comprehensive definition list of technical SEO terms to use when communicating with stakeholders.
• A spreadsheet used during a technical SEO audit which keeps track of metadata on the site

Question 53: Which of the following is the most important aspect of a mobile-friendly website?

• Mobile site matching the desktop site
• Responsive website design
• Images and videos
• Avoiding intrusive pop-ups

Question 54: Raquel is working on a technical SEO audit for a new client who recently decided to move their website from HTTP to HTTPS. When starting her audit, Raquel notices that some HTTP pages were never redirected to the HTTPS pages, which is now causing issues for the site in search. However, this client is very resistant to the idea of implementing more redirects, since they’ve heard that this can lead to a drop in their search performance. How should Raquel approach this situation with her client?

• She should stop the technical SEO audit completely and tell her client that she cannot continue until they have resolved the issues with redirecting the HTTP pages to HTTPS.
• She should explain to her client how redirects work (focusing on how 301 redirects pass “link juice” to new pages), explain how having both HTTP and HTTPS pages creates duplicate content, and how this can negatively affect the site’s performance.
• She should explain that while improperly implemented redirects can result in a drop in search performance, they are a necessary evil and redirecting the HTTP pages to HTTPS must happen immediately.

Question 55: What are the three aspects of a website’s user experience, as measured by Core Web Vitals?

• Visual stability, interactivity, and design
• Interactivity, mobile-friendliness, and speed
• Loading, responsive design, and accessibility
• Loading, interactivity, and visual stability

Question 56: Select all that apply. Which of the following can negatively impact your CLS score?

• Images and iframes without inline dimensions
• Large items like YouTube video embeds or image sliders
• Dynamically injected content
• Improperly loaded custom webfonts

Question 57: Dana is an SEO freelancer working with a client who is redesigning their website. The client’s designer has come up with a design that uses four custom fonts, but Dana voices their concern that this could have a negative impact on the site’s performance. How can Dana explain this issue to their client, and what solution can they propose?

• Using custom fonts is looked up unfavorably by Google, as they prefer designers to use exclusively Google fonts to promote their brand. The designer should use Google fonts in order to comply with these guidelines.
• Using more than two fonts of any kind can confuse users, provide a poor user experience, and increase the page’s LCP. Instead, the designer should use just a single Google font across the entire site.
• Using more than two custom fonts can cause fonts to flicker on loading, showing a flash of unstyled text. This is a poor user experience and increases the CLS score. Instead, the designer should try to find comparable Google fonts to use.

Question 58: What is minification?

• The process of reducing resource size by removing unnecessary comments and spacing in the source code
• The process of replacing repetitive pieces of code with markers directing to the first instance of that code
• The process of redirecting large groups of URLs in batches during a site move
• The process of moving large JavaScript files to the bottom of a page for all non-essential functions

Question 59: Jeremiah is an in-house SEO specialist for a car rental company with locations across the U.S. He works closely with the firm’s web designer, Maria, who mentions to him that she’d like to contextualize the site’s homepage by displaying the nearest car rental pickup spot based on the user’s location. Jeremiah thinks this is a great idea, but has concerns about how it may slow down the site. What solution could Jeremiah employ to keep the functionality while maintaining the site speed?

• There is no solution to keep this functionality and avoid slowing down the page, resulting in decreased performance. Therefore, Jeremiah should recommend that Maria not use it.
• Use an open-source web bundler to combine all the JavaScript on the homepage, placing it at the bottom of the page.
• Put the JavaScript that generates the site location in the HTML of the page where it’s needed, and keep non-essential JavaScript in the page footer.

Question 60: Which of the following does Google consider a good CLS score?

• 0.1
• 0.5
• 1.0
• 2.5

Question 61: Mariah is performing an SEO competitive analysis on her client’s website. She identifies that their backlink profile is relatively weak, primarily because her client believes backlinks are a trend and isn’t interested in investing in them. However, she notices that their top competitors have received backlinks from a few reputable news agencies and aggregator sites. As a result, they are outranking her client in the SERPs. How should Mariah approach this situation with her client?

• Mariah should educate her client on the value provided by high-quality backlinks, then suggest a strategy of approaching the same sites which link to their competitors and ask for a similar backlink to their website.
• Mariah should send her client information from popular SEO blogs about backlinks, then propose that she start a cold outreach campaign to 100 relevant websites to ask for links.
• Mariah should instead focus on content marketing and creating more high-quality blog posts.

Introduction to HubSpot SEO II

HubSpot SEO II is an extension or iteration of the HubSpot platform’s SEO tools, designed to enhance a website’s search engine optimization (SEO) capabilities. HubSpot, a leading provider of inbound marketing and sales software, offers a range of tools to help businesses attract visitors, convert leads, and close customers. In the context of SEO, HubSpot provides various features and functionalities to optimize website content for search engines like Google. Here are some areas you might explore:

Advanced HubSpot SEO Strategies

1. Content Strategy and Optimization:
   • Topic Clusters and Pillar Pages: Use HubSpot’s Content Strategy tool to create and manage topic clusters. Ensure your pillar pages are comprehensive and link out to related cluster content.
   • Keyword Research: Utilize HubSpot’s SEO tools to identify high-value keywords and integrate them naturally into your content. Regularly update your keyword strategy based on performance data.
2. On-Page SEO:
   • Meta Tags Optimization: Ensure each page has optimized meta titles and descriptions. Use HubSpot’s SEO recommendations to fine-tune these elements.
   • Header Tags: Properly structure your content with header tags (H1, H2, H3, etc.) to improve readability and SEO.
3. Technical SEO:
   • Site Audit: Regularly perform site audits using HubSpot’s SEO tools to identify and fix technical issues such as broken links, duplicate content, and slow page speeds.
   • Mobile Optimization: Make sure your site is fully optimized for mobile users, as HubSpot’s tools can help you track mobile performance and make necessary adjustments.
4. Link Building:
   • Internal Linking: Use HubSpot’s content tools to create a strong internal linking structure that enhances user navigation and spreads link equity throughout your site.
   • External Link Building: Develop a strategy for acquiring high-quality backlinks. HubSpot’s CRM can help you manage outreach efforts and track relationships.
5. Performance Tracking and Analytics:
   • SEO Reporting: Use HubSpot’s SEO reporting tools to monitor your rankings, organic traffic, and other key metrics. Analyze this data to refine your SEO strategy.
   • A/B Testing: Conduct A/B tests on various elements of your site to see what performs best in terms of SEO and user engagement.
6. Local SEO:
   • Local Listings: Ensure your business is listed correctly on local directories and Google My Business. HubSpot can help you manage and optimize these listings.
   • Localized Content: Create content that’s tailored to local audiences and incorporates local keywords.
7. Content Promotion:
   • Social Media Integration: Use HubSpot’s social media tools to promote your content and drive traffic to your site. Engage with your audience to boost visibility and shares.
   • Email Marketing: Leverage HubSpot’s email marketing features to distribute your content and increase its reach.
8. User Experience (UX) and Engagement:
   • Site Speed: Monitor and improve your site’s load times as this impacts both SEO and user experience. HubSpot provides tools to analyze and enhance site speed.
   • Interactive Elements: Incorporate interactive elements such as quizzes, surveys, or calculators to engage users and keep them on your site longer.

By integrating these advanced strategies into your HubSpot SEO efforts, you can enhance your site’s visibility, improve user engagement, and ultimately drive more organic traffic.

Hubspot SEO Certification Exam Answers

Question 1: Dr. Dave Driscoll, a very credible and well respected authority on dentistry, just linked to a blog post that you wrote about how to floss from his website. When Google assesses the authority of your post and recognizes the link from Dr. Driscoll’s website, which search engine function is at play?

• Crawling
• Ranking
• Discovering
• Indexing

Question 2: True or False? Google accounts for the majority of searches worldwide.

• True
• False

Question 3: Choose all that apply. Which of these factors will affect your SEO strategy?

• How established your business is online
• What resources you have to dedicate to SEO
• How many followers you have on social media
• What industry you’re in

Question 4: Choose all that apply. Which of these are important KPIs to consider for SEO?

• Organic traffic
• Keyword ranking
• Bounce rate
• Content length
• Page load time

Question 5: How do you build discovery and relevance for search engines?

• By increasing the number of backlinks to your pages
• By driving as much traffic as possible to your website
• By creating lots of high-quality content on the topics you want to be known for
• By guest blogging on popular, authoritative sites

Question 6: True or False? Authority directly impacts ranking strength.

• True
• False

Question 7: Choose all that apply. How do you determine the authority of a piece of content?

• The content is optimized for search engines.
• The content is talked about often.
• The content is referred to often.
• The content is cited in other works.

Question 8: Choose all that apply. What does your backlink profile measure?

• The number of outbound links from your website to other sites.
• The number of inbound links to your website.
• The number of unique domains that link to your website.
• The quality of inbound links to your website.

Question 9: What is the purpose of heading tags?

• To provide a hierarchical structure to a web page
• To entice readers to click through onto a page
• To accurately describe a web page’s contents
• To tell search engine crawlers information about a page

Question 10: When would it be beneficial to have a different title tag than your heading tag?

• When your heading doesn’t accurately describe the contents of the page
• When your heading is too long and will get cut off in search engine results
• When your title is more interesting than your heading
• Never, the two elements should always be the same

Question 11: Choose all that apply. Why are internal links important for SEO?

• They help users and search engine crawlers navigate your site.
• They tell search engine crawlers which content should not be indexed.
• They pass link authority from one page to another.
• They allow your pages to appear in search engine results.

Question 12: Which of these is NOT part of a URL?

• Protocol
• Domain
• Path
• Index

Question 13: True or False? You should use hyphens, underscores, or spaces between the words in your URLs.

• True
• False

Question 14: Why is having duplicate content an issue for SEO?

• It can dilute your ranking potential.
• It confuses users.
• It can negatively affect your authority.
• It isn’t an issue at all.

Question 15: Choose all that apply. Why is it important to have HTTPS for your website?

• It encrypts sensitive data, like passwords and credit card numbers.
• It’s required by Google.
• It increases users’ trust in your website.
• It prevents your site from receiving inadvertent penalties.

Question 16: What is the purpose of a 301 redirect?

• To temporarily redirect users from one URL to another
• To prevent search engine crawlers from indexing a page
• To resolve duplicate content issues
• To permanently redirect users from one URL to another

Question 17: Choose all that apply. Which of these are ways to increase your site speed?

• Compress images
• Upload images at the exact dimensions they’ll be used
• Add pages to your robots.txt file
• Reduce the number of backlinks to your pages

Question 18: What are the two biggest factors in the mobile user experience of your website?

• Site speed and pop-ups
• Responsive design and backlinks
• Site speed and responsive design
• Image compression and redirects

Question 19: True or False? Don’t use a page’s URL as your link description.

• True
• False

Question 20: Choose all that apply. Why are meta descriptions important?

• They increase click-through rate and visits from organic search.
• They increase visits from social media.
• They increase the authority of a web page.
• They give people the right information at the right time.

Question 21: Which of these teams is NOT involved in the creation of a sitemap?

• Marketing
• Development
• Sales
• Legal
• IT

Question 22: True or False? The further away a page is from the homepage, the worse it is for that page’s SEO.

• True
• False

Question 23: Choose all that apply. When should you submit your sitemap to Google and other search engines?

• When you first publish your website
• When you publish a new web page
• When you make a significant change to your site structure
• When you redesign your website

Question 24: The different types of keywords are:

• Fat head, chunky middle, body keywords
• Head terms, chunky middle, topic keywords
• Head terms, body keywords, long-tail keywords
• Body keywords, chunky middle, long-tail keywords

Question 25: True or False? You should emulate the top-ranking content for your target keyword, but offer unique value.

• True
• False

Question 26: Sam is the marketing director for StyleHub, a clothing boutique. They opened their brick and mortar store last year, but Sam only published the website a month ago and it isn’t receiving much traffic yet. Now, they’re ready to focus on SEO and have some resources to dedicate to it. Which three tactics should Sam focus on initially?

• Creating a series of blog posts and pillar pages; Reaching out to journalists for backlinks; Running a keyword competitive analysis
• Implementing structured data on the website; Optimizing the load time of the website; Guest blogging for other relevant, authoritative websites
• Optimizing the website to follow on-page SEO best practices; Making the website mobile-responsive; Setting up a Google My Business profile

Question 27: Which of these is an example of a long-tail keyword?

• Glasses
• Do I need glasses
• Women’s eye glasses
• What does my glasses prescription mean

Question 28: What was the purpose of the Google Hummingbird algorithm update?

• Associating past search history with similar themes and pulling together keywords and phrases
• Parsing out phrases rather than focusing on specific search queries
• Targeting link spam and manipulative link-building practices
• Serving up more personalized and relevant search results

Question 29: What is a pillar page?

• A structural strategy to organize the information architecture of your website
• A page such as your home page which links out to a large number of other pages on your site
• A way to organize a site’s content pages using a cleaner and more deliberate site architecture
• A website page that covers a specific topic in depth and is linked to a cluster of related content

Question 30: Google measures how interesting other people think your content is through ___.

• Links
• Backlinks
• Social shares
• Page views                                                                            

Question 31: True or False? Google doesn’t care about the quality of backlinks, only the quantity.

• True
• False

Question 32: What kind of content is most likely to be organically linked to?

• Informational content
• Promotional content
• Clickbait content
• All content is equally likely to be linked to.

Question 33: How many links does it take to rank high in search results?

• The same number of links that other pages on your site have
• More links than your highest-ranking page has
• The same number of links that the results ranking on page one have
• None of the above

Question 34: True or False? All link-building tactics require building a relationship in order to work.

• True
• False

Question 35: When building a relationship with the goal of receiving backlinks, what is the first thing you should do?

• Request a link from them
• Deliver value to them
• Pitch an idea for a piece they can write
• Tell them how important you are

Question 36: Choose all that apply. What are the most important things to do when replying to press request alerts?

• Respond quickly
• Include an image or video
• Give the journalist exactly the information they want
• Make sure they know how authoritative your site is

Question 37: True or False? Backlinks build authority.

• True
• False

Question 38: What are rich results?

• Google’s response to a user’s search query
• Visually enhanced search results that provide supplemental information to the title, URL, and meta description of a web page
• A standardized format for providing information about a page and classifying the page content
• A markup language

Question 39: Jo is a marketer at Papier, a stationery company that does most of their business online. Jo has noticed that Papier is falling behind their competitors in search results and wants to improve their ranking and clickthrough rate. How should Jo go about optimizing the Papier website for this goal?

• Add structured data to the product pages to display reviews and ratings data in rich results, and optimize the pages’ meta descriptions.
• Implement a topic cluster content strategy to create blog posts and a pillar page on the topic of stationery.
• Submit their sitemap to Google Search Console and resolve any duplicate content issues and crawling errors.

Question 40: What kind of company would benefit from the site links rich snippet?

• All companies can benefit from site links rich snippets.
• A company with a large website, recognizable brand, and high search traffic.
• A company with a smaller, highly targeted website.
• A company that has an ecommerce store which sells products online.

Question 41: True or False? Structured data is a markup language.

• True
• False

Question 42: When should you decide to work with a developer to implement structured data on a page?

• When there are multiple schema markups that you want to implement on a single page
• When you are unable to use a plugin to add structured data to your website
• You should always work with a developer to implement structured data.
• When there are a large number of required or recommended properties in a markup

Question 43: What tool can you use to test for errors in structured data markup?

• Google’s Structured Data Testing Tool
• Google’s Rich Results Test
• Google’s PageSpeed Insights
• Both A & B

Question 44: Why is over-optimizing bad?

• You can’t collect any impactful data to inform your next steps
• Google will be confused and unable to crawl your site
• You won’t be able to update a page after a certain number of changes
• It will trigger a penalty in Google

Question 45: If you track nothing else for SEO, make sure you track ___.

• Organic traffic
• Clickthrough rate
• Conversion rate
• Impressions

Question 46: True or False? No matter what SEO tool you use, the metrics will be exactly the same.

• True
• False

Question 47:  True or False? Domain authority is a ranking factor in Google’s algorithms.

• True
• False

Question 48: Chris is a marketing manager at The Pet Box, which offers subscription boxes for pet owners. Chris wants to increase traffic to The Pet Box’s main product page. Right now that page ranks on the second page of search results for their target keyword. Chris has started improving the on-page SEO of the page, optimizing it for their target keyword, and seeking backlinks from popular pet care blogs. In order to track progress towards their goal, which metrics should Chris track?

• Organic traffic, position, impressions, backlinks
• Organic traffic, clickthrough rate, bounce rate, sales
• Organic traffic, bounce rate, time spent on page

Question 49: Why would you want to run competitive analyses of keywords?

• To figure out what keywords your web pages are currently ranking for
• To determine whether you should be targeting a long tail keyword or a head term
• To ensure the keywords you’re targeting are aligned with your audience
• You shouldn’t run competitive analysis of keywords.

Question 50: What is the recommended format for implementing schema markup?

• Google Tag Manager
• HTML
• JSON-LD
• None of the above

Question 51: What kind of heading tag should you use for subtitles on a page?

• H1
• H2
• H3
• B or C

Question 52: How long should your page’s title tag be?

• Under 60 characters
• Under 120 characters
• Over 60 characters
• As long as possible

Question 53: Which of these is a strategy to determine the internal linking structure of a website?

• Pyramids
• Schema
• Canonicalization
• Topic clusters

Question 54: Choose all that apply. Which of these tactics will help improve your website’s internal linking?

• Add a related posts section to your blog.
• Audit your robots.txt file.
• Create more blog posts and web pages.
• Create a pillar page and topic cluster.

Question 55: Which of these is an example of a top-level domain?

• www.
• .org
• https://
• All of the above

Question 56: True or False? It is a best practice to make your URLs as long and descriptive as possible.

• True
• False

Question 57: Zoe is a digital marketer at a graphic design agency, and she’s been tasked this quarter with improving the firm’s SEO. However, the only guidance she has received from her boss is to get the site to rank higher on Google. In order for Zoe to create a successful SEO strategy for the business, what should her first step be?

• Perform an SEO audit of the firm’s website to determine if there are any crawl errors or content gaps
• Set a SMART goal and establish KPI’s to track if her SEO efforts are successful
• Outline a content calendar for the quarter, including target keywords with high search volume

Question 58: When performing keyword research, how can you determine which keywords you should create content for?

• Define topics that you want your business to be known for, then find long-tail keywords within that topic area.
• Perform a competitor analysis to see what keywords your competitors are ranking for.
• Identify keywords that have the highest amount of search volume, then create as much content as you can on them.
• A & B

Question 59: True or False? When you make a change to a page, Google immediately crawls it.

• True
• False

Question 60: True or False? Adding structured data to a page guarantees that it will appear as a rich snippet in search results.

• True
• False

Question 61: You’re trying to rank for one of your target topics using a web page that contains a long, canonical piece of written content. However, when you do your research on what’s already ranking for that topic by searching for it on Google, you notice that the majority of search results on page one are videos. Which of the following actions will give your website the best chance of ranking for this topic?

• Do nothing. Because your web page is a lengthy piece of written content, Google will have more text to crawl – so eventually, it will rank your page above the video results.
• Delete the written content, and replace it with a video version of that content on the same URL. Because Google is serving up mostly videos on page 1 for this particular topic, the written content doesn’t have a place.
• Create a video about that topic, and add it to your existing written page. Because Google is serving up mostly videos on page one for this particular topic, you’ll want to have a video in there – but that doesn’t mean having written content to supplement it won’t help.

Question 62: What do you need to balance when doing SEO?

• Focusing on the user and making it easy for search engines to crawl your website
• Creating lots of high-quality content and personalizing it for your buyer personas
• Adding more content to your website and focusing on your social media presence
• Focusing on search engine crawlers and making it easy to share your conte

Question 63: True or False? The same SEO strategy will yield the same results for all websites.

• True
• False

Question 64: What is a backlink profile?

• A list of all the sites your website is currently linking to
• A list of all the sites you are reaching out to for backlinks
• A list of all the pages on your website that need backlinks
• A list of all the sites currently linking to your site

Question 65: True or False? You should optimize a single page for multiple keywords.

• True
• False

Question 66: How do search engines use sitemaps?

• Google uses a sitemap to locate structured data on a web page and display it in rich results.
• Web crawlers use a sitemap to understand a website’s structure so they can evaluate and rank it more easily.
• Web crawlers use a sitemap to follow backlinks from one site to another and assign authority to those pages.
• Search engines don’t use sitemaps, but SEO experts use them to determine the information architecture of a website.

Question 67: What stage of the buyer’s journey is someone searching for “what is inbound marketing?” likely in?

• Awareness
• Consideration
• Decision
• None of the above

Question 68: True or False? The majority of SERPs include some type of rich results.

• True
• False

Question 69: What is Schema.org?

• A standardized format for providing information about a page and classifying the page content
• A website where you can input a type of structured data and generate completed markup for your page
• The organization that creates the standardized language and rules used for structured data
• Google’s proprietary source of structured data

Question 70: What technical SEO issue can you solve with an SSL certificate?

• Slow site speed
• Lack of site security
• Duplicate content
• Negative mobile user experience

Question 71: What is the primary goal of a search engine?

• To drive the most amount of traffic to their own pages
• To serve users the most relevant content that matches their search query
• To personalize search results for individual users
• To index pages as fast as possible

Question 72: Choose all that apply. What data can you gather about your website from Google Search Console?

• Search impressions
• Position in SERPs
• Time spent on a page
• Clickthrough rate

Question 73: When should you use a robots.txt file?

• When you have multiple versions of a page to indicate the preferred version
• When your website receives a penalty from Google
• When you have pages that you don’t want search engines to crawl and index
• Whenever you feel like it

Introduction to Hubspot SEO

HubSpot is a popular inbound marketing platform that offers a variety of tools for SEO, content marketing, and lead generation. When it comes to SEO, HubSpot provides several features to help optimize your website and content for search engines. Here are some key aspects of HubSpot’s SEO tools:

1. SEO Tools and Analytics

• SEO Recommendations: HubSpot’s SEO tools offer personalized recommendations based on your website’s content, structure, and performance. These suggestions can help you improve your on-page SEO by addressing issues like meta tags, headers, and internal linking.
• Keyword Tracking: You can track the performance of your target keywords and see how your pages rank for these keywords over time. This helps you adjust your strategy to improve rankings.
• Performance Analytics: HubSpot provides detailed reports on how your SEO efforts are impacting traffic and conversions, allowing you to measure the effectiveness of your SEO strategy.

2. Content Creation and Optimization

• Content Strategy Tool: This tool helps you plan and organize your content strategy based on keyword research and topic clusters. It also aids in mapping out content that aligns with your SEO goals.
• On-Page SEO Recommendations: As you create content, HubSpot’s editor offers real-time suggestions for optimizing your on-page SEO, such as using keywords effectively and optimizing meta descriptions and headings.

3. Technical SEO

• Site Audit: HubSpot can perform a site audit to identify technical SEO issues like broken links, duplicate content, and slow page load times. This helps ensure that your site is technically sound and search engine friendly.
• SSL Certificates: HubSpot includes SSL certificates with its hosting, which is essential for securing your site and improving search rankings.

4. Link Building

• Internal Linking: HubSpot provides tools to help you build internal links, which can enhance site navigation and distribute page authority across your website.

5. Local SEO

• Local Listings: HubSpot integrates with local listing management tools, allowing you to manage and optimize your business listings across various local directories.

6. User Experience

• Responsive Design: HubSpot themes are designed to be responsive, meaning they work well on both desktop and mobile devices—a critical factor for SEO.

7. Reporting and Insights

• Custom Reports: You can create custom reports to track key SEO metrics and performance indicators tailored to your specific needs and goals.

Tips for Using HubSpot for SEO:

• Regularly Review Recommendations: HubSpot’s SEO recommendations are updated based on the latest best practices, so make sure to review them regularly and implement suggested changes.
• Leverage Content Strategy: Use the content strategy tool to build topic clusters around your key subjects, which can help improve your authority on those topics and boost your rankings.
• Monitor Keyword Performance: Keep an eye on your keyword performance and adjust your strategy as needed based on what’s working and what’s not.

HubSpot’s SEO tools can be very effective if used properly, but it’s also important to stay updated with SEO best practices and changes in search engine algorithms to maintain and improve your rankings.

HubSpot Digital Marketing Certification Exam Answers

Question 1: True or false? A benefit of organic content promotion is the ability to develop and deliver highly targeted content to consumers who will find the content most relevant.

• True
• False

Question 2: Fill in the blank: To keep your content calendar agile, it shouldn’t extend more than ___________.

• two weeks
• one month
• three months
• six months

Question 3: You asked your colleague to provide feedback on a blog post you recently wrote. When they sent you their feedback, they made edits directly in the doc. Is this a best practice for a content editing process?

• Yes, because having an editor complete your content ensures it will read well to others.
• Yes, a content editor’s role is to make updates the way they see fit.
• No, the editor should have tracked changes which would have shown you where they would apply recommended edits.
• No, they should have set up a meeting to discuss each edit so you could apply them together.

Question 4: True or false? You should use a consistent naming system to store and easily identify hosted files.

• True
• False

Question 5: True or false? Your content creation framework should stay consistent over time.

• True, the best way to remain efficient is to stick with a process.
• True, the investment to update a process can be very expensive and time intensive.
• False, as business goals and content change, so should your process to support them.
• False, your process should be updated every time a new team member joins.

Question 6: What can you do to make a headline more compelling?

• Broaden the topic
• Make a promise to the reader
• Over five words
• Use special characters to help it stand out

Question 7: Fill in the blank: When creating a headline for your content, you should come up with ___________ different headlines.

• 1
• 5-10
• At least 10
• More than 10

Question 8: True or false? Effective writers start by filling in the main points of their content and save writing the introduction and conclusion for after they’ve written their piece.

• True, it can be overwhelming to write an introduction first without knowing where the content is headed.
• True, the introduction is always the easiest part to write.
• False, writing an introduction first will help align the rest of the article.
• False, you should write your conclusion before your introduction.

Question 9: True or false? When possible, you should try and use extensive vocabulary in your writing.

• True, extensive vocabulary makes you appear more credible and confident.
• True, people make purchasing decisions based on if you look smarter than your competitors.
• False, extensive vocabulary makes you appear less credible and confident.
• False, extensive vocabulary takes up too much space on a page.

Question 10: True or false? Never use acronyms in your writing.

• True, this helps avoid confusion.
• True, deleting acronyms makes your content more welcoming.
• False, use acronyms sparingly.
• False, your audience will know what the acronyms mean.

Question 11: When is the most effective time to boost content on social media?

• When it’s performing well
• When it has a link to a website
• When it showcases one of your products or services
• You should boost every social media post no matter the context

Question 12: True or false? You should post the same message across all of your social channels.

• True, redundant messages ensure that your audience will see it and you get the highest reach.
• True, posting the same message will help you save time that you can use on more important initiatives.
• False, you should customize the message based on the platform.
• False, post the same message to Twitter and Facebook, but update LinkedIn as it’s more of a B2B social platform.

Question 13: Which network has the longest life for a piece of content?

• Facebook
• LinkedIn
• Snapchat
• Pinterest

Question 14: On which social network should you share content most frequently?

• Facebook
• LinkedIn
• Twitter
• Pinterest

Question 15: What does CRM stand for?

• Custom Rendering for Mobile
• Custom Relationship Modules
• Customer Relationship Management
• Customer Rotation Model

Question 16: Which KPI is most likely to be a vanity metric?

• Reach
• Engagement
• Return on Investment (ROI)
• Retention and loyalty

Question 17: What occurs during the attract stage of the inbound methodology?

• You answer questions and provide solutions for the challenges your prospects and customers face.
• You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.
• You exceed a prospect or customer’s expectations so much that they’ll want to tell their friends and family about you.
• You collect information about the individual you’re working with.

Question 18: When does the engage stage of the inbound methodology begin?

• The engage stage begins when a purchase occurs.
• The engage stage begins when a customer leaves you.
• The engage stage begins when a prospect or customer takes a desired action.
• The engage stage begins when a prospect or customer proposes you give them a discount.

Question 19: True or false? As buying behavior changes, the inbound philosophy will also evolve.

• True
• False

Question 20: Fill in the blanks: Tail winds are to ________ : as headwinds are to _________.

• Forces, friction.
• Friction, force.
• Ships, force.
• Ships, friction.

Question 21: What is one benefit of running search ads for brand keywords?

• They always appear first in the search results, above other ads
• They protect your traffic if a competitor bids on your brand keywords
• They see a higher click-through rate than non-brand keywords
• They are significantly less expensive than search ads for other keywords

Question 22: Fill in the blank: A keyword set to _____ match type will display your ad if the search term contains the same order of the words, but it can also contain additional words.

• negative
• phrase
• broad
• specific

Question 23: Fill in the blank: A keyword set to ______ match type will display your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.

• phrase
• negative
• exact
• broad

Question 24: Which of the following represents an exact match keyword?

• “dog treats”
• [dog treats]
• dog treats
• -dog treats

Question 25: What symbol would you use to add a broad match modifier?

• /
• ^
• +
• –

Question 26: What symbol would you use to add a negative keyword?

• /
• ^
• +
• –

Question 27: True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.

• True
• False

Question 28: What is the benefit of including ad extensions in your search ads?

• Take up more space in the SERPs
• Improve click-through rate
• Provide more value to potential customers
• All of the above

Question 29: The inbound methodology is meant to support which business functions?

• Marketing
• Sales
• Service
• A and B
• All of the above

Question 30: Scenario: Kyle is in a new role and looking to upskill, so he goes to Google to do some research. He finds a search engine listing that piques his interest and clicks it. He’s taken to a blog post on your site. He reads the post and sees there’s a content offer. He’s interested, but not sure he’s ready to give his information for it just yet. Below the offer, he sees a chatbot asking if he needs help so he clicks it to start a conversation. Which stage of the inbound methodology is Kyle in?

• Awareness
• Attract
• Engage
• Decision
• Delight

Question 31: What does it mean to have an inbound approach to doing business?

• Your business only runs ads that boost top-performing social media posts.
• Your business only focuses on an organic marketing strategy as opposed to interrupting them with ads.
• Your business focuses on empowering your prospects and customers, rather than forcing them to engage with you.
• Your business’s word-of-mouth is so strong that you don’t have to do any form of marketing or advertising.

Question 32: What stage of the buyer’s journey is your audience in if they’re choosing a free trial or consultation?

• Awareness
• Engage
• Decision
• Delight

Question 33: True or false? Relevancy directly impacts ranking strength.

• True
• False

Question 34: Fill in the blank: Measuring your website’s authority comes down to assessing the volume and quality of the ____________.

• title tags that are optimized for SEO
• pages your website ranks for on the first page of search engines
• backlinks you have to your website
• content that exists on your website

Question 35: True or false? Website performance does not impact visibility on Facebook.

• True
• False

Question 36: How could this sentence be corrected to cut out fluffy words? “I really just want to go to the arcade to play games in order to have fun.”

• “I really just want to go to the arcade to play games in order to have fun.”
• “I just want to go to the arcade to play games in order to have fun.”
• “I just want to go to the arcade to play games and have fun.”
• “I want to go to the arcade to play games and have fun.”

Question 37: Fill in the blank: The ideal blog post title is _____ characters.

• 15
• 60
• 75
• 90

Question 38: Which of the following is an example of a video in the attract stage?

• A promotional video featured on a landing page
• A social video that shows off your brand’s personality
• A testimonial of one of your customers with relatable stories
• A funny video of a cat sitting on a window sill

Question 39: Fill in the blank: Videos related to __________ moments address company milestones, new product or service features, or other company-related updates.

• brand
• business
• entertainment
• sales

Question 40: Your manager asks your thoughts on how to increase visibility on the business’s YouTube channel. Which response best aligns with how YouTube’s algorithm works?

• “YouTube as a channel is not worth the investment. There are far more valuable channels with SEO benefits that the business should focus on.”
• “While views are important, YouTube rewards videos with the most clicks. The more people that start watching a video, the more YouTube will feature your video.”
• “YouTube wants viewers to watch videos all the way through. We should focus on creating more engaging video content.”

Question 41: All of the following are key places your videos can appear on YouTube EXCEPT:

• In search results
• On the homepage
• On a sponsored page
• In the trending system
• In subscriptions

Question 42: Your manager tasks you with getting more of your web pages displayed in the featured snippet on a search engine results page. The best way to increase the number of your web pages that appear in featured snippets is by _______?

• answering a question in the form of a detailed list
• asking questions in your H4 headers
• embedding social media posts throughout your content
• creating a title tag with your primary keyword featured near the beginning of it

Question 43: Which of these KPIs demonstrate social media ROI? Choose all that apply.

• Direct sales revenue from social media, such as orders that come in from a coupon or links into your website that lead to purchase.
• Lead conversions from social media campaigns. This may vary from company to company but could include email signups, downloads of materials like an ebook, or activations of trial software.
• Customer ratings and reviews demonstrate strong engagement and opinion. They are also one of the biggest indicators to other people that a product or a service is worth buying.
• Customer satisfaction – it’s often tracked with a net promoter score (often called NPS), this gives you a sense of whether or not your social customer service efforts are working.

Question 44: In order to include a link in a Story, Instagram requires business accounts to have ____ followers.

• 500
• 1,000
• 5,000
• 10,000

Question 45: True or false? When getting started with a business Instagram account, consider purchasing at least 1,000 followers to make your brand look more credible and acquire followers at a faster rate.

• True
• False

Question 46: True or false? Adding a string of meaningless numbers to your Instagram username could appear spammy.

• True
• False

Question 47: Fill in the blank: When performing a social media content audit, begin by looking at all of the content you’ve posted in the last _________.

• 30 days
• 90 days
• two quarters
• year

Question 48: When auditing your social media content, what questions should you be looking to answer? Choose all that apply.

• Does your Facebook text content resonate with your audience?
• Are you posting Facebook content with videos?
• Are you posting Facebook content with images?
• What’s the average time-on-post?

Question 49: True or false? You shouldn’t join a competitor’s Facebook Group. Doing so would only help increase their visibility, making it harder for you to create and grow a Facebook Group for your business.

• True
• False

Question 50: Scenario: An exact-match keyword for one of your ads is “blue women’s t-shirts.” Which of the following search queries would generate this ad? Choose all that apply.

• Blue women’s t-shirts
• Blue women’s t-shirt
• Blue t-shirts
• Women’s t-shirts
• Women’s t-shirt

Question 51: Scenario: A phrase-match keyword for one of your ads is “traveling in Boston.” Which of the following search queries would generate this ad? Choose all that apply.

• Traveling in Boston
• Traveling in Boston during the winter
• Travel in Boston during the winter
• Where to travel in Boston
• What’s it like to travel in Boston

Question 52: True or false? To deliver an ad only to people searching for dress shoes for men, you could modify your broad match keyword to “+men’s dress shoes.”

• True
• False

Question 53: True or false? If you’re just starting out with paid ads and don’t know exactly how your persona will be searching, move from a narrower search to a broad match.

• True
• False

Question 54: Having an understanding of what you’re trying to achieve is the most important part of creating high-performing emails. What theme does this correlate to?

• Setting a goal
• Selecting a template
• Discussing with your team
• Sending your email

Question 55: What are the two key actions to look at when optimizing each part of your email?

• The segment and the open
• The open and the click
• The contacts and the goal
• The subject line and the preview text

Question 56: Fill in the blank: The ideal length of an email subject line is _____ characters.

• 41–50
• 55–75
• 10–20
• 75–100

Question 57: Fill in the blank: Words like “free” or “percent off” may not trigger spam filters for your email, but could ___________.

• yield higher unsubscribe rates
• trigger fewer sales
• align with the content for coupons in the email
• appear to be sent by a bot

Question 58: ___________ characters is the average character length that will appear on a mobile device for your email.

• 10-15
• 23-36
• 41-50
• 50-65

Question 59: To provide a personalized experience to your email reader, which of the following best practices should you employ? Select all that apply.

• Add the contact’s first name
• Mention their interests
• Mention the exact pages they’ve visited on your site
• Mention an action the contact has taken with their company

Question 60: Which of the following is NOT an example of paid media?

• Guest blog posts
• Boosted Facebook posts
• Google Ads
• Sponsored content

Question 61: Fill in the blank: ________ refers to how well a document matches a search query.

• Authority
• Relevance
• Ranking
• Discover

Question 62: Fill in the blank: The following sentence is an example of ____________ voice? “The grocery shopping was done by your father.”

• Active
• Passive
• Reactive
• Subtle

Question 63: If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?

• A negative keyword
• A phrase keyword
• A broad match modifier
• A phrase match modifier

Question 64: To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to?

• Twitter
• LinkedIn
• Google
• A and B
• All of the above

Question 65: Which of the following is an example of a video in the delight stage?

• A promotional video featured on a landing page
• A social video that shows off your brand’s personality
• A testimonial of one of your customers with relatable stories
• A funny video of a cat sitting on a window sill

Question 66: All of the following are attributes of a content creation workflow EXCEPT:

• Identifies outside influencers who will be contributing
• Identifies and organizes who is in charge of specific tasks
• How much money it will cost to complete initiative
• Breaks down all of the work needed to complete a specific initiative

Question 67: All of the following impact a website’s ability to rank on a search engine results page EXCEPT:

• URL
• Page title
• Meta description
• Header tags
• Site architecture

Question 68: What are the three stages of the buyer’s journey?

• Awareness, Consideration, Decision
• Attract, Engage, Delight
• TOFU, MOFU, BOFU

Question 69: True or false? If you want to produce great content, then you need to hire an in-house content creator.

• True
• False

Question 70: There are three key components to sending the right email. Two of them are the right email and the right time. What is the third?

• The right person
• The right segments
• The right email platform
• The right buyer personas

Question 71: What is the purpose of the delight stage of the inbound methodology?

• To exceed expectations
• To provide an outstanding experience every time a prospect or customer interacts with your company
• To go the extra step to ensure a prospect or customer accomplishes what they set out to do
• All of the above

Question 72: What is the difference between a brand keyword and a non-brand keyword?

• A brand keyword is more expensive, a non-brand keyword is less expensive
• A brand keyword receives less traffic, a non-brand keyword receives more traffic
• A brand keyword has more variations, a non-brand keyword has fewer variations
• A brand keyword includes a brand’s name, a non-brand keyword does not include a brand’s name

Question 73: Fill in the blank: A keyword set to _____ match type will display your ad if the search term includes that keyword, or a very close variation.

• broad
• exact
• specific
• negative

Question 74: Which of the following represents a phrase match keyword?

• +smart tv
• -smart tv
• [smart tv]
• “smart tv”

Question 75: Which of the following represents a broad match keyword?

• wall art
• “wall art”
• wall +art
• -wall art

Question 76: From top to bottom, what should your search account structure hierarchy look like?

• Campaigns, ad groups, keywords
• Ad groups, campaigns, keywords
• Keywords, campaigns, ad groups
• Keywords, ad groups, campaigns

Question 77: How many ad extensions should you include in your search ads?

• 2
• 3
• 5
• All that are available
• As many as many as make sense for your business

Question 78: Fill in the blank: When planning the timing of content in a calendar, _______.

• stick to a schedule and hold your team accountable to their deadlines
• create focus by only working on one project at a time
• remain flexible to account for changes
• have your team submit ideas they want to work on

Question 79: True or false? A content offer is something you create and publish in exchange for personal information, like an email address and a name.

• True
• False

Question 80: Fill in the blank: Once a search engine bot discovers your web page, it _______.

• checks to see if the content is unique from its database of content
• checks to see if it can read all forms of media included within the page
• decides how relevant it is to certain search queries by indexing it based on signals like keywords used within it
• adds a cookie to it to come back later if it intends to rank it in the top 100

Question 81: Scenario: Your business is going through a website redesign. The goal of the redesign is to update the look and feel of the website to better represent the brand. Your manager recommends a custom font to help make the content stand out. How should you respond?

• “That sounds great. Do we have a size and preferred color for this custom font?”
• “To save budget on a custom font, we should consider purchasing another brand’s custom font and making updates to it.”
• “We should consider using a Google font because they’re accessible to all web browsers.”

Question 82: True or false? To help improve SEO, your URL should match the title of your blog post, word for word.

• True
• False

Question 83: Which of the following is an example of a video in the engage stage?

• A promotional video featured on a landing page
• A social video that shows off your brand’s personality
• A testimonial of one of your customers with relatable stories
• A funny video of a cat sitting on a window sill

Question 84: True or false? Watching three seconds of a YouTube video is considered a view.

• True
• False

Question 85: Which of the following places on Instagram can you use a link to click through to your website? Choose all that apply.

• Stories
• Bio
• Post copy
• Advertisement

Question 86: Scenario: Tom is an avid Facebook user. Tom’s friend, Jane, posts a video from a travel-focused company called Get Out, Stay Out, about a new, local hiking trail. In the comments, Jane shares her thoughts and opinions about the trail. The following day, Tom’s sister sends him the same video link through Facebook Messenger. The Facebook algorithm sees all these interactions. Keeping this in mind, it’s likely Facebook will _______.

• Send Tom a Facebook message with a detailed map of the trail
• Send Tom an email with a detailed map of the trail
• Feature a detailed map of the trail as an advertisement to Tom
• Feature the post at the top of Tom’s news feed

Question 87: Which of the following is the best practice for optimizing the elements on a web page to reduce page size?

• Use Google Fonts instead of custom fonts.
• Make your images responsive.
• Don’t compress your images.
• A and B
• All of the above

Question 88: True or false? You can have more than one key result per objective.

• True
• False

Question 89: Which of the following is NOT an example of owned media?

• Your website
• Social media profile
• Sponsored content
• Blog Content

Question 90: True or false: You should include either budget information or a time estimate in your content creation plan.

• True
• False

Question 91: What’s an example of a measurable key result? Choose all that apply.

• Increase customer retention from 70% to 85%
• Grow net new contact rate from 5.6% to 9% by the end of Q4
• Improve the time on page above 3 minutes for all product-specific pages by the end of the month

Question 92: Which of the following factors does YouTube pay attention to as part of its algorithm?

• Which videos each user watches
• What videos each user doesn’t watch
• How many times each user watching a video
• Each users’ video likes and dislikes
• B, C, and D
• All of the above

Question 93: True or false? The holistic social media team model is common in growing companies. In this model, one team coordinates the approach to managing each social media account in partnership with other groups within the organization.

• True
• False

Question 94: During the decision stage of the buyer’s journey, it’s effective to use which of the following content formats? Select all that apply.

• Case studies
• Infographics
• Testimonials
• eBooks

Introduction to HubSpot Digital Marketing

HubSpot is a comprehensive platform designed to assist with various aspects of digital marketing. It offers tools and features across different marketing disciplines to help businesses attract, engage, and delight customers. Here’s a rundown of how HubSpot supports digital marketing:

1. Content Management

• Blogging: HubSpot provides a user-friendly blog editor and content optimization tools to help you create, publish, and promote blog content.
• Website Design: With its CMS Hub, you can build and customize websites using pre-built templates or by creating your own.

2. SEO

• SEO Tools: HubSpot offers tools for keyword research, on-page SEO recommendations, and performance tracking to help improve your site’s search engine rankings.

3. Email Marketing

• Email Campaigns: Design and send personalized email campaigns using HubSpot’s drag-and-drop email editor.
• Automation: Create automated email workflows to nurture leads and engage customers based on their interactions with your content.

4. Social Media Management

• Social Scheduling: Plan, schedule, and publish social media posts across various platforms.
• Social Monitoring: Track and analyze social media performance and engage with your audience directly from the HubSpot platform.

5. Lead Generation

• Forms & Pop-ups: Use forms and pop-ups to capture lead information on your website.
• Landing Pages: Create optimized landing pages designed to convert visitors into leads.

6. Analytics and Reporting

• Dashboard: Track the performance of your marketing campaigns with customizable dashboards.
• Reports: Generate detailed reports on various metrics, including website traffic, email performance, and social media engagement.

7. CRM Integration

• Customer Relationship Management (CRM): HubSpot’s CRM integrates seamlessly with its marketing tools to provide a holistic view of your interactions with leads and customers.

8. Marketing Automation

• Workflows: Set up automated workflows to streamline your marketing processes and improve lead nurturing.
• Lead Scoring: Assign scores to leads based on their behavior and interactions to prioritize follow-ups.

9. Advertising

• Ads Management: Manage and track your paid advertising campaigns, including Google Ads and social media ads, within HubSpot.

10. Training and Support

• HubSpot Academy: Access a wealth of educational resources and certifications to help you and your team make the most of HubSpot’s tools.

Overall, HubSpot aims to be an all-in-one solution that integrates various digital marketing functions into a single platform, making it easier to manage and analyze your marketing efforts.

Hubspot Digital Advertising Certification Exam Answers

Question 1: True or false: Digital advertising is a targeted, data-driven advertising strategy for reaching consumers online at every stage of the buyer’s journey.

• True
• False 

Question 2: Fill in the blank: The difference between digital advertising and organic marketing on social media platforms is that digital advertising is _____ and organic marketing is _____. Select all that apply.

• paid; not paid
• for ecommerce only; for all businesses
• more targeted; less targeted
• unhelpful; helpful

Question 3: What is a benefit of using digital advertising in conjunction with organic marketing efforts? Select all that apply.

• Remarket to existing contacts and website visitors
• Use analytics to better understand your audiences across platforms
• Outperform your organic marketing efforts
• Optimize your ad content to perform its best across channels

Question 4: Which of the following is NOT a stage in the buyer’s journey?

• Decision
• Consideration
• Research
• Awareness

Question 5: What should your consideration stage ads do?

• Promote generic, unbranded content
• Direct someone to a pricing page
• Include discounts to encourage immediate purchase
• Help your buyer persona solve their problem

Question 6: Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following audiences would be the best to target on social media at the awareness stage of the buyer’s journey?

• People who have previously interacted with one of your digital ads
• A lookalike audience based on your existing customers
• People who have previously visited your website
• An audience based on people who have watched your company’s YouTube videos

Question 7: Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following keywords would be the best to use for paid search at the consideration stage of the buyer’s journey?

• “Different types of dog food”
• “How to teach a dog to sit”
• “Best animal rescues near me”
• “PetSpot animal supplies”

Question 8: Fill in the blank: A paid media plan is the bridge between your ______ and your business goal.

• ideas
• historical performance
• target audience
• conversion path

Question 9: Which of the following is NOT one of the three elements of a marketing mix?

• Earned media
• Owned media
• Social media
• Paid media

Question 10: How often should you evaluate your paid media budget?

• Weekly
• Monthly
• Quarterly
• Annually

Question 11: Where should you allocate the majority of your paid media budget?

• New advertising channels that you haven’t advertised on before
• Brand campaigns across advertising channels
• Video production
• Proven efforts that drive your main KPIs

Question 12: Which of the following is NOT an automated bidding strategy?

• Maximize conversions
• Maximize views
• Target ROAS
• Target CPA

Question 13: Which of the following is NOT an ad targeting strategy?

• Contextual targeting
• Demographic targeting
• Audience targeting
• Behavioral targeting

Question 14: With demographic targeting, you could reach people who:

• are between the ages of 25-49 located in Austria who speak German
• have visited your website before or are subscribed to your blog
• have searched for key terms in German related to marketing software
• have an interest in technology and read an online publication called Martech Today regularly

Question 15: With contextual targeting, you could reach people who:

• have conducted searches online for keywords related to startups and entrepreneurship
• are interested in startups and read articles on Entreprenuer.com
• recently downloaded your Guide to Entrepreneurship lead generation content offer
• are located in the San Francisco Bay Area

Question 16: Fill in the blank: Retargeting an example of _____ targeting.

• contextual
• demographic
• audience
• behavioral

Question 17: Scenario: Your business wants to advertise to a local audience. Which targeting strategy should you use?

• Retargeting
• Contextual targeting
• Behavioral targeting
• Demographic targeting

Question 18: Which of the following is NOT an ad copywriting best practice?

• Focus on value
• Use simple language
• Include conversational CTAs
• Use acronyms

Question 19: Which of the following ad copy examples follows the best practices for simplifying language?

• “Looking for a new car insurance policy? Talk to a CISR today.”
• “Protect you and your loved ones with a car insurance policy made for the whole family.”
• “You drive your car on a regular basis during the course of the day. Protect yourself with affordable car insurance.”
• “You never know what things might happen while on the road. Get car insurance that you can trust.”

Question 20: Fill in the blank: The goal of a content ad is to increase _____.

• views
• sales
• brand awareness
• lead generation

Question 21: Fill in the blank: The goal of a commerce ad is to increase _____.

• engagement
• sales
• views
• lead generation

Question 22: True or false: The rule of thirds is the process of dividing an image into thirds, using two horizontal lines and two vertical lines, and positioning the most important elements inside the squares the lines create.

• True
• False

Question 23: Which ad creative best practice(s) are displayed in the example below? Select all that apply.

• Contrasting colors
• Seasonal theme
• The rule of thirds
• None of the above

Question 24: What are best practices for optimizing your conversion path? Select all that apply.

• Align your ad creative and copy to your landing page
• Always use a pop-up form to increase conversions
• Collect as much information as possible in your form or checkout process
• Remove the navigation from your landing page

Question 25: True or false: An organic marketing strategy is reliant on your followers, while social media advertising allows you to target new audiences.

• True
• False

Question 26: A Facebook custom audience is based on:

• the number of connections a person has on Facebook
• new people who share the characteristics of your existing audience
• people who have already expressed an interest in your business
• people who recently created a Facebook account

Question 27: A Facebook lookalike audience is based on:

• people who have already expressed an interest in your business
• new people who share the characteristics of your existing customers
• the number of years a person has been on Facebook
• people who have viewed your social media posts but not interacted with them

Question 28: Which of the following metrics does Facebook use to rate the expected performance of your ads? Select all that apply.

• Quality
• Engagement
• Conversion
• Relevance

Question 29: What is the benefit of advertising in Instagram Explore?

• It costs less money to advertise in Explore so advertisers can see better performance
• Fewer advertisers run ads in Explore so there is less competition
• People in Explore are in the mindset to discover content from creators they don’t follow
• More people view content in Explore than they do in their own feed

Question 30: What do sponsored messages on Facebook Messenger allow you to do?

• Display messages in the Facebook News Feed to your audience
• Run story ads on Facebook Messenger
• Add a call-to-action in your Facebook ads to start a conversation with your business in Facebook Messenger
• Advertise to people who have interacted with your business on Facebook Messenger

Question 31: Which of the following goals are options available for advertising on Twitter? Select all that apply.

• Engagement
• Website clicks
• Sales
• App downloads

Question 32: What type of company would be most likely to find success advertising on Pinterest?

• An accounting firm
• A fashion brand
• A marketing technology company
• A government agency

Question 33: Where do ads appear on YouTube? Select all that apply.

• In the subscriptions bar
• In the search results
• Before a video
• During a video

Question 34: What is one ad type that is unique to Snapchat?

• Story ads
• Image ads
• Sponsored messages
• AR lenses

Question 35: What can you most easily accomplish by advertising on TikTok?

• Lead generation
• Sales
• Brand awareness
• Conversions

Question 36: What is one benefit of running search ads for brand keywords?

• They always appear first in the search results, above other ads
• They protect your traffic if a competitor bids on your brand keywords
• They see a higher click-through rate than non-brand keywords
• They are significantly less expensive than search ads for other keywords

Question 37: Fill in the blank: A keyword set to _____ match type will display your ad if the search term includes that keyword, or a very close variation.

• broad
• exact
• specific
• negative

Question 38: Fill in the blank: A keyword set to _____ match type will display your ad if the search term contains the same order of the words, but it can also contain additional words.

• negative
• phrase
• broad
• specific

Question 39: Fill in the blank: A keyword set to ______ match type will display your ad when the search term contains any or some combination or variations of the words in your keyword, in any order.

• negative
• phrase
• broad
• specific

Question 40: If you want to exclude your ad from being shown on searches containing a specific keyword, what would you use?

• A negative keyword
• A phrase keyword
• A broad match modifier
• A phrase match modifier

Question 41: Which of the following represents an exact match keyword?

• “dog treats”
• [dog treats]
• dog treats
• -dog treats

Question 42: Which of the following represents a phrase match keyword?

• +smart tv
• -smart tv
• [smart tv]
• “smart tv”

Question 43: Which of the following represents a broad match keyword?

• wall art
• “wall art”
• wall +art
• -wall art

Question 44: True or false: Quality score is an algorithm that scores each of your search ads on spelling and grammar.

• True
• False

Question 45: What symbol would you use to add a broad match modifier?

• /
• ^
• +(ANSWER)
• –

Question 46: From top to bottom, what should your search account structure hierarchy look like?

• Campaigns, ad groups, keywords
• Ad groups, campaigns, keywords
• Keywords, campaigns, ad groups
• Keywords, ad groups, campaigns

Question 47: What is the benefit of including ad extensions in your search ads?

• Take up more space in the SERPs
• Improve click-through rate
• Provide more value to potential customers
• All of the above

Question 48: How many ad extensions should you include in your search ads?

• 2
• 3
• 5
• All that are available
• As many as many as make sense for your business

Question 49: Fill in the blank: Automated bidding is powered by _____.

• HTTP cookies
• virtual reality
• machine learning
• ad tracking

Question 50: What enables buyers of digital advertising inventory to manage multiple ad exchanges through one interface?

• Advertising platform
• Demand-side platform
• Keyword manager        
• Targeted advertising manager

Question 51: What’s the difference between first-party cookies and third-party cookies?

• First-party cookies are generated by visiting any website, third-party cookies are generated by downloadable apps
• First-party cookies are generated when you launch an ad campaign, third-party cookies are generated when you launch any other marketing campaign
• First-party cookies are generated by your own website, third-party cookies are generated by websites other than your own
• First-party cookies tell you information about what websites a person visits, third-party cookies tell you information about what social media platforms a person uses

Question 52: What ad tracking method should you use to retarget people on social media who have visited your website?

• UTM parameters
• Tracking pixels
• HTTP cookie
• Demographic targeting

Question 53: What ad tracking method should you use to identify which marketing campaign referred traffic to your website?

• HTTP cookie
• Behavioral targeting
• Tracking pixels
• Tracking URLs

Question 54: A/B testing (split testing) is the process of:

• collecting data and user insights on the performance of online advertising campaigns
• running marketing experiments to see which version of an ad connects better with your audience
• quantifying the number of digital views or engagements of a piece of content
• finding and analyzing search terms that people enter into search engines

Question 55: What is an attribution model?

• The rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points along conversion paths
• A code that gets generated and stored on a website visitor’s computer when they visit your site
• An online advertising method in which marketers place ads on search engine results pages (SERPs)
• The use of artificial and machine learning to buy ads in real-time, instead of going through human negotiations and pre-set prices

Question 56: If your business has a short buying cycle, which attribution model should you use?

• First and last
• First-touch
• Linear
• Simple decay

Question 57: If you want to know which marketing effort is attracting people to your brand, which attribution model should you use?

• Linear
• First-touch
• Last interaction
• Simple decay

Question 58: Scenario: You want to run an A/B test for an ad campaign. Which of the following are examples of what you could experiment with?

• Creative
• Audiences
• Landing pages
• All of the above

Question 59: Based on the data below, which is the most effective advertising campaign?

• Campaign 1 because it has a greater return
• Campaign 1 because it drove more leads
• Campaign 2 because it has a greater return
• Campaign 2 because it drove more leads

Question 60: Based on the data below, what is the return on ad spend (ROAS) for the campaign?

• $3
• $4
• $5
• $6

Question 61: What should your awareness stage ads do?

• Address the problem your buyer persona is experiencing
• Question why your buyer persona cannot solve their own problem
• Present your business as the only solution that is right for your audience
• Focus on your competitive position in the marketplace

Question 62: What should your decision stage ads do?

• Tell your buyer persona why the other products or services available are bad
• Promote lead generation content offers
• Highlight the value of your company’s products or services
• Target only your existing customers

Question 63: Which of the following is an example of a business’s “reasons to believe?”

• Sustainability
• Ethical sourcing
• Free shipping
• Charitable donation
• All of the above

Question 64: Fill in the blank: You should use a target CPA bidding strategy when you have _____.

• an efficient CPA
• an inefficient CPA
• a big advertising budget
• a small advertising budget

Question 65: With behavioral targeting, you could reach people who:?

• are located in the Denver metro area and have a household income between $50,000 and $100,000
• have an interest in video games
• spent at least 5 minutes reading your most recent blog post
• spend a lot of time reading online news publications

Question 66: What is the difference between pixel-based retargeting and list-based retargeting? Select all the apply.

• Pixel-based retargeting is for anonymous site visitors, list-based retargeting is for existing contacts
• Pixel-based retargeting is for existing contacts, list-based retargeting is for anonymous site visitors
• Pixel-based retargeting relies on tracking pixels, list-based retargeting relies on forms and a CRM
• Pixel-based retargeting is more effective, list-based retargeting is less effective

Question 67: Scenario: You want to target an audience that has previously viewed your product’s pricing page on your website. Which targeting strategy should you use?

• Contextual targeting
• Demographic targeting
• Audience targeting
• Behavioral targeting

Question 68: Fill in the blank: The goal of a concept ad is to increase _____.

• brand awareness
• engagement
• sales
• lead generation

Question 69: Following the rule of thirds helps you:

• draw attention to the most important elements of your ad creative
• make your ad creative pop by using contrasting colors
• use imagery of people that is representative of your target audience
• turn one concept into three ad creatives

Question 70: What is conversion rate optimization (CRO)?

• A metric used to quantify the number of digital views or engagements of a piece of content, usually an advertisement, digital post, or a web page
• The process of increasing the percentage of website visitors who take a desired action
• A reporting strategy that allows marketers and sales teams to see the impact that marketers made on a purchase or sale
• The process by which an anonymous website visitor becomes a known lead

Question 71: A Facebook core audience is based on:

• location, demographics, interests, behavior, and connections
• the number of years a person has been on Facebook
• people who have already expressed an interest in your business
• new people who share the characteristics of your existing audience

Question 72: What is the best way to advertise on Instagram?

• Create ad campaigns in the Facebook Ads Manager
• Create ads from your Facebook Page and promote them on both Facebook and Instagram
• Promote posts and stories directly from your Instagram professional account
• Boost existing posts from your Facebook account

Question 73: What is one advantage of advertising on LinkedIn?

• Advertising on LinkedIn is often less expensive than advertising on Facebook
• You can target audiences with unique demographics, like job title and industry
• LinkedIn has more ad types than any of the other social media platforms
• You can advertise to a highly engaged audience that interacts with more ads than organic content

Question 74: What is the difference between a brand keyword and a non-brand keyword?

• A brand keyword is more expensive, a non-brand keyword is less expensive
• A brand keyword receives less traffic, a non-brand keyword receives more traffic
• A brand keyword has more variations, a non-brand keyword has fewer variations
• A brand keyword includes a brand’s name, a non-brand keyword does not include a brand’s name

Question 75: If you have a keyword set to broad match, but you want to select specific keywords that must be included in the search query for your ad to be displayed, what would you use?

• A negative keyword
• A phrase keyword
• A broad match modifier
• A phrase match modifier

Question 76: What symbol would you use to add a negative keyword?

• /
• ^
• +
• – (answer)

Question 77: What elements should be included in your search ad copy? Select all that apply.

• Questions
• Keywords
• A call-to-action
• Analogies

Question 78: Scenario: You work for H.Bloom, a flower delivery company. You are running a paid search ad for the keyword “flower delivery” that directs to the landing page below. The goal of this ad is to drive leads. What would you do to potentially improve the ad’s performance? Select all that apply.

• Remove the H.Bloom logo from the landing page
• Add the keyword “flower delivery” to the landing page
• Remove the header navigation from the landing page
• Move the form to the bottom of the landing page

Question 79: What is ad rank?

• A value used to determine your ad position
• The maximum amount of money you’re willing to pay for a desired action on your ad
• A set of related ad groups often used to organize categories of products or services you offer
• The amount/number of advertising dollars you spend to acquire one new customer

Question 80: In what order should the steps to conduct a marketing experiment be completed?

• Make a hypothesis, collect research, choose measurement metrics, create and execute the experiment, analyze the results
• Choose measurement metrics, collect research, make a hypothesis, create and execute the experiment, analyze the results
• Analyze the results, make a hypothesis, choose measurement metrics, create and execute the experiment, collect research
• Collect research, choose measurement metrics, make a hypothesis, analyze the results, create and execute the experiment

Question 81: Which metric best helps you convey the value of your advertising strategy?

• CPC
• Reach
• CPM
• ROAS

Question 82: Which ad types are available on social media platforms? Select all that apply.

• Lead ads
• Message ads
• Video ads
• Search ads

Question 83: What enables web publishers and digital out-of-home media owners to manage their advertising inventory?

• Demand-side platform
• Data management platform
• Advertising platform
• Supply-side platform

Question 84: Select all that apply. The problem with early online advertising was that ads were:

• Not targeted
• Disruptive
• Hidden
• Inexpensive

Question 85: Scenario: You work for a company called PetSpot that sells animal supplies. The best audience to target on social media at the decision stage of the buyer’s journey would be people who:

• Contextual targeting
• Demographic targeting
• Audience targeting
• Behavioral targeting

Question 86: Scenario: You want to target an audience that visits popular marketing websites, such as Marketing Land and Ad Age. Which targeting strategy should you use?

• have expressed an interest in dogs
• meet the demographic profile of your buyer persona
• have liked your posts on social media
• have added items to their cart, but did not complete their purchase

Question 87: Which ad creative best practice(s) are displayed in the example below? Select all the apply.

• The rule of thirds
• Contrasting colors
• Seasonal theme
• None of the above

Introduction to Hubspot Digital Advertising

HubSpot is well-known for its comprehensive marketing, sales, and customer service software, and it also offers tools for digital advertising. If you’re interested in leveraging HubSpot for digital advertising, here’s a rundown of what you can do:

1. Ad Management

• Ad Campaigns: HubSpot allows you to create and manage ad campaigns across various platforms like Google Ads and social media channels (Facebook, Instagram, LinkedIn, etc.).
• Ad Analytics: You can track the performance of your ad campaigns with built-in analytics. This includes metrics like clicks, impressions, cost-per-click (CPC), and conversions.

2. Integration with Google Ads and Social Media

• Google Ads Integration: HubSpot’s integration with Google Ads helps you sync your ad campaigns with your HubSpot CRM. This integration allows for seamless tracking and reporting.
• Social Media Ads: You can connect your HubSpot account with your social media accounts to run ads and track their performance directly from the HubSpot dashboard.

3. Ad Tracking and Attribution

• Campaign Tracking: HubSpot provides tools to track the performance of your digital ads and see how they contribute to your overall marketing goals.
• Attribution Reporting: HubSpot’s attribution reports help you understand which ads and channels are driving the most value and conversions.

4. Lead Generation

• Lead Capture: Use HubSpot’s lead capture forms and landing pages to generate leads from your ads. These forms can be customized and integrated into your ad campaigns.
• Lead Nurturing: Once you capture leads, you can use HubSpot’s marketing automation tools to nurture them through email sequences, workflows, and personalized content.

5. CRM and Ads Integration

• Contact Management: HubSpot’s CRM integration allows you to manage your ad leads within the CRM, track interactions, and segment your audience based on ad engagement.
• Personalization: Use CRM data to personalize ad content and target specific segments of your audience more effectively.

6. Reporting and Insights

• Custom Reports: Create custom reports to analyze ad performance and ROI. HubSpot’s reporting tools help you visualize data and make informed decisions.
• Dashboard: Access a centralized dashboard that shows key metrics and performance indicators for all your ad campaigns.

7. Automation and Workflows

• Automated Workflows: Set up automated workflows triggered by ad interactions, such as sending follow-up emails or assigning leads to sales teams.
• Personalized Campaigns: Use data from ad interactions to personalize future campaigns and improve targeting.

8. Ad Spend Management

• Budget Tracking: Monitor your ad spend and compare it against your budget to ensure you’re getting the best return on investment.
• Cost Analysis: Analyze the cost-effectiveness of your campaigns and adjust strategies as needed to optimize your ad spend.

Overall, HubSpot’s digital advertising capabilities empower businesses to create, manage, and optimize ad campaigns across multiple channels, driving better results and maximizing ROI.

HubSpot Reporting Certification Exam Answers

Question 1: Fill in the blank:  ______ enables companies to identify new business opportunities, predict future trends, and optimize current operational efforts.

• Intuition
• Data
• Competitive intelligence
• Observation

Question 2: True or False? Word-of-mouth is not a good channel for small to medium-sized businesses to invest in.

• True
• False

Question 3: Fill in the blank: SWOT analysis is ________

• a program and strategy you implement to speed up your flywheel.
• the result of a company’s efforts to gather and analyze information about its industry, business environment, competitors, and competitive products and services.
• a technique used entirely for visualization purposes, to envision the impact of forces and friction on a flywheel.
• used to identify an organization’s strengths and weaknesses, opportunities and threats.

Question 4: Fill in the blank: Competitive intelligence is ________.

• used to identify an organization’s strengths and weaknesses, as well as its opportunities and threats.
• the name of the strategy you use to actively slow down and sabotage your competitor’s flywheels.
• the result of a company’s efforts to gather and analyze information about its industry, business environment, competitors, and competitive products and services.
• a technique used entirely for visualization purposes, to envision the impact of forces and friction on a flywheel.

Question 5: How do effective goals differ from efficient goals?

• An efficient goal helps produce innovative, high-quality results. An effective goal helps you and your team be more productive and resources.
• An efficient goal helps you and your team be more productive and resources. An effective goal helps produce innovative, high-quality results.
• Efficient and effective goals are the same thing.
• An effective goal is inbound. An efficient goal is outbound.

Question 6: SMART goals are:

• Source, Measurable, Attractive, Relevant, and Timely
• Specific, Measurable, Attainable, Relevant, and Timely
• Sustainable, Measurable, Attainable, Relevant, and Timely
• Source, Medium, Attainable, Relevant, and Timely

Question 7: Fill in the blank: When making data-driven decisions, objectives are statements ________.

• that define the qualitative outcome of your goal.
• that define the quantitative outcome of your goal.
• you use to benchmark and monitor the progress toward your key result.
• you use to benchmark the performance of every individual contributor.

Question 8: Fill in the blank: Data literacy is the ability to __________.

• design accessible charts and graphs to communicate trends, outliers, and patterns.
• read, write, and communicate data in context.
• eliminate silos from your organization.
• read data in context.

Question 9: Fill in the blank: Integrations are ___________.

• the way your data is structured by the software you use.​
• a series of rules that allow for an application to extract and use information from a piece of software in their own application.
• used to connect your software to third-party applications so they can share information.
• the more bite-sized data tables your CRM breaks your data into to streamline storage, management, and reporting.

Question 10: Fill in the blank: An iPaaS solution is a __________.

• series of rules that allow for an application to extract and use information from a piece of software in their own application.
• graphic that shows just how many companies are vying for your attention.
• cloud-based platform that connects various applications, systems, and technologies within the cloud or on-premise.
• group of technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.

Question 11: What are the best ways to find out more about APIs and their potential use cases? Select all that apply.

• Ask a web developer to look at an API and discuss it with you.
• Start connecting systems and coding it on your own. Learning how to fix something is the best way to learn it.
• Do the research on your own.
• Check out the HubSpot API documentation to see how you can build applications and integrations using data from HubSpot.

Question 12: What are the two factors you must consider when having a developer build a custom integration? Select all that apply.

• Resources
• Time
• Experience
• Scale

Question 13: What is a tech stack?

• A cloud-based platform that connects various applications, systems, and technologies within the cloud or on-premise.
• A series of rules that allow for an application to extract and use information from a piece of software in their own application.
• A groupof technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.
• A technology for managing all your company’s relationships and interactions with customers and potential customers.

Question 14: What are the benefits of running regular tech stack audits? Select all that apply.

• Save employees time
• Save money on apps
• Maintain a single source-of-truth for data
• Consolidate apps

Question 15: On average, how many apps do mid-sized businesses use?

• 48
• 67
• 75
• 89

Question 16: Fill in the blank: Objects are _____________.

• metrics that track anytime someone has an interaction to with your website or assets, such as page views, form submissions, or email clicks.
• the bite-sized data tables databases split data into to streamline storage, management, and reporting.
• a material thing that can be seen and touched.
• a series of rules that allow for an application to extract and use information from a piece of software in their own application.

Question 17: Scenario: You’ve been tasked with debriefing your marketing team on the results of the latest advertising campaign. Your primary goals were to generate new leads and customers for the business. What reporting tools would best help you find the information you’re looking for? Select all that apply.

• HubSpot Campaign Analytics
• HubSpot Ads
• HubSpot Forms
• HubSpot Traffic Analytics

Question 18: Which HubSpot reporting tools would help you best analyze the performance of your HubSpot pages and blog posts over time?

• HubSpot Report Builder
• HubSpot Website Analytics
• HubSpot Traffic Analytics
• HubSpot Campaign Analytics

Question 19: What are the long-term effects of bad data? Select all that apply.

• Sabotaging your competitors by marketing your business as more successful.
• Costing your business between 15–25% of revenue a year.
• Negatively impact any lead nurturing processes in place — impacting sales and marketing teams alike.
• Getting buy-in from key stakeholders to invest more in automation tools powered by machine learning.

Question 20: Fill in the blank: Data cleansing is the process__________.

• of using the size, positioning, and color in your reports and widgets to draw your persona’s attention to critical areas.
• of detecting and correcting inaccurate records from a table or database.
• your business takes to provide sales with the resources they need to effectively sell.
• that helps you review and invest in your customer experience in this age of the empowered buyer.

Question 21: Clean data is ____________. (Select all that apply)

• Complete.
• Consistent.
• Condensed.
• Accessible.

Question 22: What is data visualization?

• The written or spoken summary of the strategic, operating, or financial data of your business.
• The process of compiling and organizing your data into accessible charts and graphs to communicate trends, outliers, and patterns.
• The process of detecting and correcting inaccurate records from a table or database.
• The process that helps you review and invest in your customer experience in this age of the empowered buyer.

Question 23: Which tools are NOT part of the HubSpot reporting suite?

• HubSpot Report Builder
• HubSpot Workflows
• HubSpot Traffic Analytics
• HubSpot Dashboards

Question 24: Fill in the blank: The purpose of the HubSpot reports library is to help you: ___________.

• Decide what metrics should appear on your dashboard by offering several standard reports designed by subject matter experts in marketing, sales, and services to answer industry-specific questions.
• Analyze the conversion rates between lifecycles or deal stages.
• Dig into trends and determine which initiatives are creating the highest return on investment.
• Measure the effectiveness of your marketing campaigns by providing HubSpot information about visitors accessing your site through the URL.

Question 25: Fill in the blank: The purpose of funnel reports is to analyze:___________.

• your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.
• key interactions that led to either conversions or revenue generated for your business.
• the conversion rates between lifecycle or deal stages.
• how ineffective flywheels are as a business model.

Question 26: Fill in the blank: If you create a psychologically-safe working environment at your organization, team members are more likely to __________.

• speak less openly and argue against the ideas of other teams and departments.
• speak openly and contribute their ideas freely.
• take less risks around each other, leading to a culture that provides more consistent results.
• take needless risks, leading to bigger wins but also greater losses.

Question 27: Fill in the blank: A positive feedback loop describes the process of __________.

• an organization listening to complaints or grievances to improve its products or customer service.
• visualizing the momentum gained by implementing a series of replicable successes.
• a company listening to employees’ complaints or grievances, and using that feedback to improve internal structure and workplace satisfaction.
• departments sharing information with each other to prevent data silos from forming.

Question 28: What does your business do in the attract stage of the inbound methodology?

• You build lasting relationships with people by providing insights and solutions that align with their pain points and goals.
• You use your expertise to create content and conversations that start meaningful relationships with the right people.
• You manage the handoff of a customer or account from sales to service.
• You provide an outstanding experience that adds real value, and empowers people to reach their goals and become promoters of your company.

Question 29: A/B testing is available in which HubSpot tools? Select all that apply.

• CTAs
• Sequences
• Workflows
• Email

Question 30: Fill in the blank: HubSpot counts a page view every time:___________.

• three or more pages have been loaded on your website.
• a click on one of your custom coded events occurs.
• a form is submitted on one of your HubSpot pages.
• the HubSpot tracking code is loaded.

Question 31: What do sessions track?

• Every time the HubSpot tracking code is loaded on your website.
• The percentage of visitors who land on a particular page on your website and then leave.
• The number of visitors on your site that were initiated from a content offer.
• All of the interactions a visitor has across your site until they have been inactive for 30 minutes or more.

Question 32: What type of data do analytics platforms like HubSpot log where visitors are coming from?

• Source data
• Engagement data
• Website data
• Conversion data

Question 33: What data do entrances show?

• Every time the HubSpot tracking code is loaded on your website.
• The number of sessions ended on a particular page.
• The number of sessions on your site that were initiated on a particular page.
• You where your visitors are coming from before visiting your site.

Question 34: Fill in the blank: Exit rate shows the percentage of sessions _________.

• that started on a particular page.
• started and ended after 30 minutes of inactivity.
• who land on a particular page on your website and then leave.
• that ended on a particular page.

Question 35: If a contact has the original source of “offline sources” in HubSpot, that means the contact was first added to your database through:

• Your tracking URLs
• An import, an API, or manually
• Your pay-per-click ads
• A link on another website

Question 36: What is sales enablement?

• The methodology that prioritizes the needs, challenges, goals, and interests of individual buyers.
• The process of selling web-based software to clients.
• The approach your business takes to provide sales with the resources they need to effectively sell.
• The process of designing and conducting experiments to optimize and improve the results of a target area.

Question 37: What is the purpose of a multi-touch revenue attribution report in HubSpot?

• To analyze the conversion rates between lifecycles or deal stages.
• To understand which marketing and sales activities are generating revenue for your business.
• To analyze the interactions that led to conversions on your website.
• To analyze your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.

Question 38: What happens in the engage stage of the inbound methodology?

• You attract visitors with useful content and eliminate barriers as they try to learn about your company.
• You explain the momentum gained by implementing a series of replicable successes.
• You make it easy to shop and buy from you by enabling buyers to engage with you on their preferred timeline and channels.
• You help, support, and empower customers to reach their goals.

Question 39: Why are leading indicators considered “manageable” metrics?

• They measure the efficiency of sales managers.
• Sales managers can actively influence them with their teams.
• They help salespeople “manage” up to their managers.
• They’re aspirational, but it’s expected that the team will hit at least 70% of the goals they set with them.

Question 40: Which of the following behaviors from sales reps could lead to steep drop-offs between deal stages? Select all that apply.

• Qualifying only MQLs sent over from marketing
• Negotiating poorly
• Laziness
• Giving bad demos

Question 41: True or false? The create date property on your deal records in HubSpot is auto-populated for you.

• True
• False

Question 42: What happens in the delight stage of the inbound methodology?

• You make it easy to shop and buy from you by enabling buyers to engage with you on their preferred timeline and channels.
• You attract visitors with useful content and eliminate barriers as they try to learn about your company.
• You help, support, and empower customers to reach their goals.
• You explain the momentum gained by implementing a series of replicable successes.

Question 43: Customer satisfaction surveys in HubSpot track which customer sentiment metric?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

Question 44: Customer loyalty surveys in HubSpot track which customer sentiment metric?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

Question 45: How do you calculate customer lifetime value?

• You’ll need to audit the expenses of all of your customer success efforts. Once you add all expenses into one sum, you can divide that value by your total number of customers to get your average customer lifetime value.
• Multiply your average purchase value by your average purchase frequency rate. Then take that value and multiply it by your average customer lifetime value.
• Divide the number of customers who renewed their subscription by the number of users who are up for renewal. Then, multiply your result by 100 to determine your customer lifetime value
• Multiply your total number of active customers by your average revenue per user.

Question 46: True or false? It is possible for non-SaaS companies to track renewal rate.

• True
• False

Question 47: Which of the following are inputs you could use for your customer health score? Select all that apply.

• Customer success rate
• Recent survey results
• Product usage data
• Support case incident rate

Question 48: Which of the following are steps you can take to start to align your customer service and marketing teams? Select all that apply.

• Get critical with usage and activation metrics
• Create an SLA
• Run a churn and renewal analysis
• Run consistent smarketing meetings

Question 49: What is a cadence?

• A buzzword used by tech companies to sound smart
• Any rhythmic sequence of words or sound
• A formal name for the 1:1s you have with your manager every week or month
• How often you should send a dashboard to your team, depending on their needs

Question 50: If you still don’t know the type of information your team or stakeholders value, what should you do?

• Ask them to provide feedback
• Rely on what they’ve asked for in the past
• Revise your reporting personas
• Check their calendars to determine who they’ve been meeting with and what they might care about

Question 51: Fill in the blank: The cognitive load theory states that __________.

• the more force you add to the flywheel, the faster your business will grow.
• learning falters when it demands too much working memory capacity.
• data literacy is only a skill set available for right-minded people.
• those highly skilled at reading data have a larger working memory and will not struggle to unpack what a dashboard is saying.

Question 52: How is dashboard building like gold panning?

• Trick question. Dashboard building is not like gold panning.
• Gold panning requires a geologist or prospector with a certain skill set, and dashboards should only be designed by data analysts with formal training.
• Building a dashboard means giving your audience a block of information. They’ll need to do the work to extract the useful pieces from it.
• You don’t want to give your audience a dense block of information. Instead, you need to massage your data to ensure your extracting the real gold — actionable insight!

Question 53: When would you build a dashboard with the F-shaped reading pattern in mind?

• If you are planning to build a dashboard that contains a lot of reports.
• If you are planning to build a dashboard that contains only a few reports.
• You should always build dashboards with the F-shaped reading pattern in mind.
• You should never build dashboards with the F-shaped reading pattern in mind.

Question 54: When would you build a dashboard with the Z-shaped reading pattern in mind?

• If you are planning to build a dashboard that contains a lot of reports.
• If you are planning to build a dashboard that contains only a few reports.
• You should always build dashboards with the Z-shaped reading pattern in mind.
• You should never build dashboards with the Z-shaped reading pattern in mind.

Question 55: True or false? When designing dashboards, you should design them using a visual hierarchy.

• True
• False

Question 56: What are blink tests used for?

• To measure what information a visitor takes away from a page having looked at it for just 5–7 seconds
• To arrange and organize elements on your dashboard so that visitors naturally gravitate toward the most important elements first
• In the realm of psychology, they’re used to test how much working memory capacity you’re using when viewing a web page.
• To measure what information a visitor takes away from a page having looked at it for just 3–5 seconds

Question 57: True or false? When designing a dashboard, you need to put all your data in one place, so you can see each nugget of information you’ve uncovered.

• True
• False

Question 58: Proving a case with data consists of which of the following parts? Select all that apply.

• Making a claim
• Creating a prediction
• Presenting qualitative or quantitative evidence
• Including supplemental business context

Question 59: True or false? Correlation does not equal causation.

• True
• False

Question 60: What are some common pitfalls with presenting data in a slide deck? Select all that apply.

• Too many slides
• Too much information on the slides
• Slides that are too busy
• Too many visualizations

Question 61: True or false? The majority of people are willing to continue communications with a brand, even if they receive irrelevant promotions.

• True
• False

Question 62: Fill in the blanks: Tail winds are to ________ : as headwinds are to _________.

• Forces, friction.
• Friction, force.
• Ships, force.
• Ships, friction.

Question 63: What happens during operational planning?

• Operational planning breaks down the long-term goals of the strategic plan into short-term goals and activities.
• Operational planning focuses on long-term goals, which align with your purpose, mission, and vision, and outline the direction of the business in the next three to five years.
• Operational planning is a goal-setting system that helps to ensure that efforts are focused on the same important issues throughout the organization.
• Operational planning is the result of a company’s efforts to gather and analyze information about its industry, business environment, competitors, and competitive products and services.

Question 64: What happens during strategic planning?

• Strategic planning helps you organize your data points used to gauge your company’s performance relative to a goal.
• Strategic planning breaks down the long-term goals of the strategic plan into short-term goals and activities.
• Strategic planning is a goal-setting system that helps to ensure that efforts are focused on the same important issues throughout the organization.
• Strategic planning focuses on long-term goals, which align with your purpose, mission, and vision, and outline the direction of the business in the next three to five years.

Question 65: When using pyramid goals, it’s important to have omissions because they:

• remind you and your team of the customers you’re solving for with your purpose.
• enable you and your team to prioritize the top milestones you want to achieve in the year.
• are the top five objectives your company is trying to accomplish for the year.
• outline your ultimate goal, objective, or outcome.

Question 66: What are APIs?

• APIs are a group of technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.
• APIs are an all-in-one event software that enables the delivery of unique attendee experiences through intelligent, personalized, and intent-based engagement.
• APIs are a series of rules that allow for an application to extract and use information from a piece of software in their own application.
• APIs are a full platform of marketing, sales, customer service, and CRM software — plus the methodology, resources, and support — to help businesses grow better.

Question 67: What is the HubSpot App Marketplace?

• An app ecosystem that connects you with over 300 integrations and a host of certified app partners to maximize the impact of your tech stack.
• An app ecosystem that connects your to thousands of agencies, service providers, tech consultants, and expert professionals who have the credentials and experience to bring your vision to life.
• An app ecosystem is a group of technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.
• An online shop where you can buy CDs that enable you to download HubSpot directly to your device.

Question 68: What is the HubSpot Solutions Partner Program?

• An ecosystem connects you with over 300 integrations and a host of certified app partners to maximize the impact of your tech stack.
• An ecosystem is a group of technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.
• The world’s largest professional network on the internet.
• An ecosystem where you can choose from thousands of agencies, service providers, tech consultants, and expert professionals who have the credentials and experience to bring your vision to life.

Question 69: True or false? When presenting your data on a bar chart, it’s effective to alter your axes so your audience only needs to see the necessary information.

• True
• False

Question 70: What are the disadvantages to using pie charts? Select all that apply.

• Pie charts do not showcase changes over time well.
• Pie charts are not available in the HubSpot Report Builder.
• Pie charts do not give you enough white space to accurately represent your data with notes.
• Pie charts make it difficult to analyze data sets of equal or similar value.

Question 71: Fill in the blank: The purpose of the HubSpot analytics tools is to: ___________.

• dig into trends and determine which initiatives are creating the highest return on investment.
• help you decide what metrics should appear on your dashboard by offering several standard reports to answer industry-specific questions.
• measure the effectiveness of your marketing campaigns by providing HubSpot information about visitors accessing your site through the URL.
• analyze your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.

Question 72: Fill in the blank: The silo mentality is ___________.

• when the management of a customer or account moves from one team or department to another.
• a process where an organization listens to complaints or grievances to improve its products or customer service.
• a process where a company listens to employees’ complaints or grievances, instead of their customers and uses that feedback to improve its products or customer service.
• a mindset present when certain departments or sectors do not wish to share information with others in the same company.

Question 73: Fill in the blank: A data silo is when a group of raw data is __________.

• shared among departments and teams.
• accessible by only one department and isolated from the rest of the organization
• audited for the purpose of detecting and correcting inaccurate records from a table or database
• only communicated to the entire organization three months after it’s gathered

Question 74: How can managers prevent silos from occurring at an organization?

• Managers cannot prevent silos from occurring at an organization. They are inevitable.
• By creating their own set of goals, independent of other departments, for their team to align behind.
• By creating a culture transparency and collaboration by aligning their teams under shared vision and set of goals.
• By only communicating with their team when it’s necessary to prevent information overload.

Question 75: What negative impact(s) can silos have on your organization? How can silos negatively impact your organization? Select all that apply.

• Reduce overall operational efficiency
• Lower team morale
• Contribute to the demise of a productive company culture
• Add force to your flywheel

Question 76: Which of the following is NOT a step when running a marketing experiment?

• Revise your test
• Determine your objective
• Create a prediction
• Interpret your results

Question 77: Fill in the blank: UTM parameters _____________.

• are bite-sized data tables databases split data into to streamline storage, management, and reporting.
• are tags you can add to the end of the URLs of your marketing or promotional efforts.
• tracks an output of something that has already happened.
• are buttons you put on your site to encourage your audience to take a desired action.

Question 78: If a contact has the original source of referrals in HubSpot, that means the contact first accessed your site from:

• A link on a different website
• Your pay-per-click ads
• Directly typing your URL into their browser
• A search engine like Google or Bing

Question 79: When a contact has an original source of “other campaigns” in HubSpot, that means the contact first accessed your site through:

• Your paid social ads campaigns.
• Your tracking URLs.
• Your email campaigns.
• A search engine, like Google or Bing.

Question 80: Fill in the blank: A service level agreement (SLA) is an agreement between __________.

• your marketing and sales on the definitions of MQL and SQL
• a service provider and its customer that guarantees a certain output.
• your customer and business on how quality your product is.
• your marketing and sales team where you agree on what metrics matter most to your business.

Question 81: Which of the following topics are beneficial to review at a smarketing meeting? Select all that apply.

• Strategy or trend spotlights
• Team champions
• Performance of sales enablement efforts
• Review of SLAs

Question 82: When would you use a contact create attribution report?

• To understand which marketing and sales activities are generating revenue for your business.
• To analyze your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.
• To analyze the conversion rates between lifecycles or deal stages.
• To analyze the interactions that led to conversions on your website.

Question 83: Which of the following are examples of revenue metrics? Select all that apply.

• Year-over-year growth
• Deals won/lost
• Revenue by product line
• MQL to SQL conversion rate

 Question 84: If 90–100% of your salespeople are hitting quota, you should look into your metrics. Which of the following may be a reason for such high quota results?

• Your business is growing.
• Your sales quotas may be too high.
• You have too many sales reps on your sales team.
• Your sales quotas may be too low.

 Question 85: Customer support surveys in HubSpot track which customer sentiment metric?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

Question 86: Which customer sentiment metric is the strongest predictor of future purchase behavior?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

 Question 87: If you still don’t know the type of information your team or stakeholders value, what should you do?

• Ask them to provide feedback
• Rely on what they’ve asked for in the past
• Revise your reporting personas
• Check their calendars to determine who they’ve been meeting with and what they might care about

 Question 88: Good stories share which five characteristics?

• Entertaining, educational, encouraging, exceptional, endearing
• Organized, memorable, universal, helpful, sincere
• Entertaining, organized, educational, memorable, universal
• Universal, educational, revolutionary, helpful, resourceful

 Question 89: Fill in the blank: If a person already has their mind made up and they are only paying attention to the data that supports this decision, this is an example of __________ bias.

• confirmation bias
• curse of knowledge
• selection bias
• hindsight bias

Question 90: Which of the following are some best practices to consider when writing your data story? Select all that apply.

• Use the word “I,” as frequently as possible to consistently present yourself as the thought leader.
• Provide the context your audience needs to act.
• Use headings and lists for scannability.
• Using consistent repetition to drive your point home.

Question 91: The Golden Circle is a framework invented by Simon Sinek that helps organizations:

• set and track ambitious business goals.
• visualize their long-term, mid-term, and short-term goals.
• explore their brand identity beyond just the products they offer.
• prioritize their different business goals.

Question 92: Why is having a strong sense of purpose important for a business? Select all that apply.

• It will help you and your team navigate uncertainty.
• It will help you discover potential risks, redundancies, and/or experience gaps in your strategies.
• It will ensure you’re meeting your customers’ needs and help you build off each offer to create a single brand message.
• It will help you step into your customer’s shoes and see them as people, not just metrics, so that you can improve the lives of those you serve.

Question 93: What are KPIs?

• Goals that help you and your team be more productive and save time and money.
• Statements that define the qualitative outcome of your goal.
• A way to track the status of a specific business process.
• Data points used to gauge performance.

Question 94: Fill in the blank: Events ___________.

• track anytime someone has an interaction to with your website or assets.
• are the bite-sized data tables databases split data into to streamline storage, management, and reporting.
• are tags you can add to the end of the URLs of your marketing or promotional efforts.
• track an output of something that has already happened.

Question 95: When you need to see small or incremental changes in your data over time, what is the best chart to use?

• Area graphs
• Pie charts
• Bar charts
• Line charts

Question 96: What is reporting?

• The process of detecting and correcting inaccurate records from a table or database.
• The process of compiling and organizing your data into accessible charts and graphs to communicate trends, outliers, and patterns.
• The written or spoken summary of the strategic, operating, or financial data of your business.
• The process that helps you review and invest in your customer experience in this age of the empowered buyer.

Question 97: What is another name for negative feedback loops?

• Positive Feedback Loops
• Friction
• Voice of the Customer Optimization
• Force

Question 98: True or false? You can test both large and small elements in your marketing with A/B testing.

• True
• False

Question 99: Fill in the blank: The purpose of smarketing meeting is to ___________.

• Bring your sales and marketing teams together to collaborate on a shared project and solve problems.
• Compare marketingsperformance against that of sales to determine who gets the larger cut of the next quarterly budget.
• Create an open forum where both marketers and sales reps make suggestions to the teams in product to determine which products get built for customers next.
• Use post-its to map out your entire customer journey and flywheel.

Question 100: Which of the following is an example of a lagging indicator?

• Meetings scheduled
• Deals won/lost
• Demos or sales presentations
• Referral requests

Question 101: Which of the following is an example of a leading indicator?

• Churn rate
• Calls made
• Average days to close
• Number of new customers

Question 102: What is backwards planning?

• A statistical technique which tells us how strongly the pair of variables are linearly related and change together.
• A way to evaluate a decision based on things you didn’t know before making the decision.
• A presentation design technique where you envision your audience as potential stakeholders and “pitch” them a story.
• A method of designing educational curriculum by setting goals for the learner before choosing the instructional methods and forms of assessment.

Question 103: What is the curse of knowledge bias?

• The error of evaluating a decision based on things you didn’t know before making the decision.
• The bias caused by assuming people have the same background knowledge as you, causing you to use terms that are only familiar to someone with your own background.
• The bias that occurs when coming to a conclusion based on data. You assume that you probably could have guessed this information all along and you forget the data you used to come to that conclusion.
• The bias that results when you are so tied to your own beliefs that your end up blatantly ignoring data and only going with their own beliefs to make a decision.

Question 104: Which of the following are elements you can add to your presentation to make your data story more relatable? Select all that apply.

• The careful placement of a sidekick (who represents you) to add humor and much needed sage advice to the “hero” of the story.
• A villain that your audience members are inclined to dislike. Base this off a real-life competitor to make the villain feel more tangible.
• The intentional use of tone, words, and delivery, all catered to this specific audience for maximum impact.
• Conflict in your story that your audience can connect with

Question 105: What is the purpose of visualizations when telling a story with data? Select all that apply.

• To convey your data in an easy-to-understand visual
• To add credibility to your story
• To mislead your audience
• To showcase your knowledge of your reporting personas

Question 106: What are the advantages to native integrations? Select all that apply.

• Often include access to support and technical representatives are well-equipped to help you troubleshoot any issues you might face.
• Often free or lower-cost compared to hiring a developer to build a custom integration.
• Help you connect your software system with any other application or platform on the market.
• Don’t require coding experience.

Question 107: Fill in the blank: Growth hacking is the process of __________.

• experimenting to explore observations and answer questions.
• identifying the best strategies to cut superficial costs and make your position within your organization appear to be crucial.
• running experiments aimed at building and maintaining a company’s customer base.
• grooming your at-home garden and trimming back any unnecessary stalks or growth.

Question 108: Fill in the blanks: You can analyze the performance of ____, ____, and ____ in the Sales Content Analytics.

• documents, tasks, sequences
• sequences, playbooks, tasks
• sequences, templates, playbooks
• documents, templates, sequences

Question 109: True or false? HubSpot invented the flywheel.

• True
• False

Question 110: In an A/B test, what are you testing?

• A/B testing is a type of marketing experiment where you test two or more versions of assets against different segments of your audience over a set period of time.
• A/B testing is a type of marketing experiment where you test up to five variations of a website asset against different segments of your audience, continuously.
• A/B testing is a type of marketing experiment where you surface a variation of an asset that embodies your brand.
• A/B testing is a type of marketing experiment where you create two different websites, featuring very different brand voices.

Question 111: What role does the hero play in your storytelling with data?

• They make your data story relatable to your audience.
• They elicit emotions and connect with the audience through relatable experiences.
• They leave your audience with a call-to-action.
• They help you prove to your audience why your company is better than your competitors.

Introduction to HubSpot Reporting

HubSpot Reporting is a powerful feature within the HubSpot platform that allows businesses to track, analyze, and optimize their marketing, sales, and customer service efforts. Here’s a breakdown of what you can do with HubSpot Reporting:

1. Dashboard Creation

• Custom Dashboards: Create personalized dashboards to visualize key metrics and data in one place.
• Pre-built Dashboards: Use HubSpot’s default dashboards for common needs like marketing, sales, and service performance.

2. Reports

• Standard Reports: Access pre-configured reports for common metrics such as website traffic, email performance, and sales activities.
• Custom Reports: Build reports tailored to specific needs using a drag-and-drop interface. You can filter and segment data to drill down into the details.

3. Analytics Tools

• Traffic Analytics: Monitor website traffic sources, user behavior, and engagement metrics.
• Marketing Analytics: Analyze email campaigns, social media performance, and content engagement.
• Sales Analytics: Track sales performance, deal stages, and productivity metrics.
• Service Analytics: Measure customer service metrics like ticket volume, response times, and resolution rates.

4. Reporting Features

• Attribution Reporting: Understand which marketing efforts contribute to conversions and sales.
• Custom Properties: Use custom properties to track data points specific to your business needs.
• Comparative Analysis: Compare data over different periods or between different segments to identify trends and insights.

5. Integrations

• Data Integration: Integrate with other tools and platforms (like Google Analytics, Salesforce, etc.) to pull in data and create comprehensive reports.
• API Access: Use HubSpot’s API to access and manipulate reporting data programmatically if you have custom needs.

6. Automation and Alerts

• Automated Reports: Set up automated report delivery to stakeholders on a regular schedule.
• Alerts and Notifications: Configure alerts for significant changes or trends in your metrics.

7. Data Visualization

• Charts and Graphs: Utilize various visual formats to present your data, including bar charts, line graphs, pie charts, and more.
• Data Export: Export data to CSV, Excel, or PDF formats for offline analysis or presentations.

8. User Permissions

• Access Control: Manage who can view or edit reports and dashboards based on user roles and permissions.

Overall, HubSpot Reporting provides organizations with the insights they need to measure performance, make data-driven decisions, and optimize their marketing, sales, and customer service strategies for success.

Social Media Marketing II Certification Exam Answers

Question 1: Which of the following should NOT be considered when setting a social media budget?

• The number of your current social followers
• The platforms and tools you plan to use
• The people you need for content creation and response to customer comments
• The cost of content creation and production
• The business goals your company has set

Question 2: How much does the average organization spend on social media marketing per month (in US dollars)?

• $200 – $350
• $500 – $1,000
• $6,000 – $10,500
• $10,000 – $15,000

Question 3: True or false? When budgeting for social media advertising, you shouldn’t run the same ad across all platforms.

• True
• False

Question 4: How much of your advertising budget should go towards ad spend?

• 10%
• 30%
• 40%
• 50%

Question 5: Which of the following is a primary advantage of using social media in omnichannel marketing?

• It allows for one-way communication.
• It targets a very specific and limited audience.
• It bypasses the need for any other marketing channels.
• It facilitates two-way communication and customer interaction.

Question 6: How does omnichannel marketing impact a customer’s experience with a brand?

• It makes the experience feel disconnected across different channels.
• It creates a consistent and similar experience across various channels and platforms.
• It decreases the reach of a brand’s marketing efforts.
• It is limited to online interactions only.

Question 7: True or false? In omnichannel marketing, it’s best to post the exact same content across all social media platforms.

• True
• False

Question 8: When integrating social media into your broader omnichannel strategy, it’s crucial to do which of the following?

• Ignore the analytics provided by social media platforms.
• Overuse boilerplate content across all channels.
• Use insights from social media platforms to understand customer interests, preferences, and behaviors.
• Focus on a single social media platform, neglecting all others.

Question 9: Which of the following is an unethical use of social media automation and AI tools?

• Scheduling posts
• Monitoring brand mentions
• Analyzing sentiment of social media posts Buying followers
• Buying followers

Question 10: What benefit does AI bring to scheduling social media posts?

• It allows for posts to be scheduled in bulk and can recommend optimal posting times based on historical metrics.
• It ensures that all posts are identical across platforms.
• It replaces the need for creative content generation.
• It prevents the need for any human input.

Question 11: True or false? AI can be used to tailor advertising content and target specific users based on their interests, demographics, and other data points.

• True
• False

Question 12: What is a potential benefit of keeping social media management in-house?

• It requires less financial commitment.
• It allows for more personalized communication with customers and prospects via social platforms.
• It doesn’t require any expertise in the field.
• All tasks can be delegated to internal teams.

Question 13: When hiring a social media agency, what is one of the important questions you should ask?

• How many followers do they have on social media?
• Do they work in the office or remotely?
• Do they have experience in your industry or with a similar business?
• Are they willing to work for free initially?

Question 14: True or false? Christina Garnett, a HubSpot principal marketing manager, suggests that outsourced social media managers need the same type of resources and knowledge as an in-house social media manager.

• True
• False

Question 15: What are the two types of online communities?

• Interest-driven and influencer-driven
• Product-focused and service-focused
• Shared-interest and information
• Public and private

Question 16: You’re part of a team at your company that’s responsible for setting up an online community. While creating the strategy, one of your colleagues argues that considering an exit plan is unnecessary and a waste of time. How do you respond?

• Agree with them, focusing energy on building the community instead.
• Suggest that an exit plan isn’t necessary if the community remains small and easily manageable.
• Argue that an exit plan is a critical part of the strategy, as it helps prepare for potential changes in the future, including dissolution of the community if necessary.
• Suggest that while it’s not urgent in the beginning phase of developing a community, it might be worth considering at a later stage.

Question 17: What is one of the key performance indicators (KPIs) for measuring the success of an online community?

• Number of community moderators
• Geographical location of most members
• Number of non-active members
• Number of members

Question 18: You’re in a meeting with your marketing team discussing the performance of your company’s social media community. A new team member suggests tracking the company’s profit margin as a key performance indicator (KPI) for the social media community. How do you respond?

• Agree, detailing a plan to correlate profit margins directly with social media activities.
• Explain that while company profit margin is important, it’s not a direct KPI for a social media community. Instead, focus should be on indicators like number of members, engagement metrics, and referral traffic.
• Suggest that a one-track approach is best, proposing that only engagement metrics should serve as the primary KPI.
• Advocate for the complete disregard of KPIs, as social media communities can’t be quantitatively evaluated.

Question 19: Which of the following is NOT a reason why a business might build a social media community?

• Supporting existing business or marketing efforts
• Counteracting negative reviews
• Increasing the owner’s social media following
• Identifying passionate fans

Question 20: Fill in the blank: If you’re not prepared to invest time and energy into regular engagement with your community, you won’t be able to reap the benefits of ______________.

• content conversation
• user-generated content
• community autonomy
• brand promotion

Question 21: What should a brand consider if it’s unsure whether to create a community or if it lacks the resources for a community team?

• Abandoning the community idea altogether
• Reducing the scale of the community
• Aligning with or partnering with existing communities
• Paying influencers to run the community

Question 22: In the context of digital advertising, what are third-party cookies?

• Cookies set by the website owner to track user activity
• Cookies used to enhance the user experience on a website
• Essential cookies necessary for websites to operate
• Tracking codes placed on a web visitor’s computer by another website other than your own

Question 23: As a digital marketing manager, you’re in a meeting discussing user data and privacy on your company’s website. A colleague voices concern that first-party cookies are often seen as non-essential and a breach of privacy. How do you respond?

• Clarify that first-party cookies, while they do collect user data, are essential for a functional, personalized user experience and are generally seen as more privacy-friendly than third-party cookies.
• Suggest a strategy to enhance user trust, advocating for a complete halt on using cookies of any kind and emphasizing the promise of user privacy over website personalization.
• Agree, arguing that a website experience can be tailored and personalized without the invasive use of any form of cookies, thereby respecting user privacy.
• Disagree, arguing that privacy concerns are outdated, and that data collection through cookies is an integral and accepted part of the modern digital landscape.

Question 24: What is one of the changes happening in the field of digital advertising with respect to third-party cookies?

• More browsers are supporting third-party cookies.
• Major browsers are phasing out or blocking third-party cookies by default.
• Third-party cookies are being used more frequently for essential website functionality.
• There is an increasing reliance on third-party cookies for digital advertising.

Question 25: Select all that apply. What are some of the new ways that marketers will need to adapt in a future without third-party cookies?

• Focus on first-party and second-party cookie data
• Increase the usage of third-party cookies
• Use AI and machine learning
• Use non-digital forms of advertising

Question 26: In the context of digital marketing, what is zero-party data?

• Data collected by third-party companies
• Data gathered through cookies while a user visits a website
• Data voluntarily shared by a customer with a brand
• Information you didn’t collect yourself, but are using second hand

Question 27: What is one of the potential benefits of using second-party data in advertising?

• It can give a new perspective on customers.
• It allows tracking user behavior across different websites.
• It provides data without the need for customer involvement.
• It helps target based on location.

Question 28: Which type of marketing is characterized by targeting ads based on current events that customers may be interested in?

• Audience targeting
• Geotargeting
• Contextual advertising
• Real-time marketing

Question 29: What does Meta’s Conversions API aim to do?

• It connects marketing data directly with the Meta platform.
• It helps optimize ad targeting.
• It decreases cost-per-action.
• It measures results across Meta platforms.
• All of the above.

Question 30: True or false? The Meta Conversions API only works effectively when used in conjunction with a browser pixel.

• True
• False

Question 31: How can you connect your website or server to the Meta Conversions API?

• Working with one of Meta’s 50+ partners that support the Conversions API
• Developing a Conversions API integration on your own
• Using the Conversions API gateway provided by Meta that runs on AWS
• All of the above

Question 32: According to Lately’s Kate Bradley Chernis, where should you start when thinking about the structure of a story?

• The end
• The beginning
• The middle
• Anywhere, as it doesn’t really matter

Question 33: Which storytelling framework would be best suited to showcase the company’s history, mission, and vision?

• The Brand Story Framework
• The Hero’s Journey Framework
• The Before-During-After Framework
• The Story Arc Framework

Question 34: What is the purpose of using the underdog archetype in a social media storytelling campaign?

• To showcase the transformative power of a product or service
• To establish the company as an expert in its field
• To highlight the company’s financial success
• To provide an overview of the company’s history

Question 35: Nicole O’Donnell suggests using what type of individuals to act as inspiration in storytelling for brands?

• Celebrities
• Influencers
• Role models or community members
• Company founders

Question 36: Fill in the blank: In short-form video, editing styles should vary depending on the _________.

• video length
• intended audience
• music selection
• platform

Question 37: Which of the following is NOT a potential benefit of using AI in social media content creation?

• Improved personalization
• Improved facilitation of social planning meetings
• Increased understanding of customer needs
• Increased efficiency and productivity

Question 38: Select all that apply. What is a potential downside of relying on AI for social media content creation?

• Lack of emotional understanding
• Reduced social media usage
• Dependence on algorithms leading to generic content
• Potential for biased results
• Increased advertising costs

Question 39: How can you maintain authenticity while using AI to generate social media content?

• Only use AI for analytics, not for content generation
• Regularly review and edit the AI-generated content
• Avoid any human interaction in the content
• Focus solely on promoting products/services

Question 40: What is the projected value of global sales USD via social media platforms by 2026?

• $500 billion
• $1 trillion
• $2 trillion
• $3 trillion

Question 41: Fill in the blank: The connection between social and commerce essentially involves driving ______ and providing the immediate opportunity to buy.

• sales
• awareness
• costs
• distribution

Question 42: Which of the following is a crucial factor to consider when developing a social commerce strategy?

• Partnering with influencers
• A strong radio presence
• Ignoring user-generated content
• Minimizing mobile optimization

Question 43: What kind of influencer often has a smaller following, but a highly engaged audience that trusts their opinions?

• Macro-influencer
• Micro-influencer
• Celebrity influencer
• Nano-influencer

Question 44: True or false? AI can be a powerful tool for improving your social commerce strategy by developing content and automating customer support.

• True
• False

Question 45: Which of the following is NOT a technique you can use in your social commerce strategy?

• Influencer takeovers
• Live stream sales
• Ignoring user-generated content
• Collaborating with micro-influencers

Question 46: Which of the following statements best describes the benefits of short-form videos?

• They’re less popular among consumers.
• They’re less expensive to produce.
• They’re more time-consuming to produce.
• They aren’t suitable for showcasing a brand’s personality.

Question 47: Select all that apply. What is a benefit of filming videos with a smartphone for social media content?

• The videos appear less professional.
• It’s more difficult for transferring and editing videos.
• Filming can only be done in a studio setting.
• The videos appear more authentic.
• They can be easily transferred and edited on the same device.

Question 48: When creating videos for social media, how should you hold your phone when recording?

• Horizontally
• Vertically
• At a 45-degree angle
• It doesn’t matter

Question 49: If you don’t have access to natural light when filming indoors, which affordable equipment could help create a well-lit environment?

• A ring light or softbox
• An ultraviolet light
• A mirror
• A colorful backdrop

Question 50: True or false? An engaging story that connects with your audience is more important than having high-quality lighting and expensive equipment.

• True
• False

Question 51: True or false? Most short-form videos are filmed horizontally.

• True
• False

Question 52: Which of the following is NOT recommended when creating short-form videos?

• Telling a story
• Capturing authentic moments
• Ignoring the platform’s features
• Experimenting with speed

Question 53: You are advising a team of video content creators who are targeting a Gen Z audience. One of the creators mentions incorporating a technique they heard about called the ‘millennial pause’ into their editing style. How do you respond?

• Advise them that it’s a brief pause considered “uncool” by Gen Z, and hence might not be the best approach for their target audience.
• Explain that the “millennial pause” is a technique where creators purposefully create content that caters specifically to millennial interests, which might not resonate with a Gen Z audience.
• Note that although the “millennial pause” can add suspense to videos, Gen Z viewers are more attracted to authenticity and less to artificially created tension.
• Define it as a thoughtful pause that allows viewers to better understand the content, often appreciated by more often by a Gen Y audience.

Question 54: Fill in the blank: _________ is a recommended strategy to keep viewers engaged throughout a video.

• Use of multimedia
• A lengthy introduction
• Use of complex jargon
• Using single static shots for the entire video

Question 55: What is NOT considered a best practice while creating short-form videos?

• Incorporating quizzes or interactive elements
• Using a mixture of visual aids and face-to-camera interaction
• Including viewer comments in the video
• Using a single, static shot for the entire video

Question 56: What’s the benefit of having a script for your videos?

• It eliminates the need for editing.
• It ensures the content stays focused and organized.
• It removes the need for visual aids.
• It allows for more spontaneity in the delivery.

Question 57: The SPACES model helps businesses determine the value of a community. What does the ‘A’ in SPACES stand for?

• Advocacy
• Acquisition
• Analysis
• Affiliation

Question 58: Which statement best describes the concept of Web3?

• A vision of a more centralized web that’s controlled by large tech companies
• A version of the internet that restricts user accessibility and security
• A vision of a more decentralized web that empowers users
• A theoretical concept without any tangible infrastructure

Question 59: True or false? The success of an agency’s efforts should be measured by how many posts they can generate for your social media platforms.

• True
• False

Question 60: As the new social media strategist for a small American tech startup, you are tasked with expanding the company’s user base to Europe and Asia. You suggest to your manager that you want to use geotargeted ads on Meta and LinkedIn. You explain that this strategy would entail which of the following?

• Translating all existing ads into every European and Asian language to cater to a diverse audience
• Running ads only during business hours in the target geographies to ensure maximum visibility
• Increasing the frequency of ads across all platforms and regions to boost visibility
• Implementing a feature that allows you to target your ads to users in specific locations (Europe and Asia), thereby increasing their relevance and effectiveness

Question 61: A company has recently launched a new product and is curious about public sentiment. They’ve received a significant amount of social media comments about the product. Which of the following strategies would be the most effective way to better understand general public perception?

• Adding each comment into a spreadsheet to evaluate the sentiment
• Ignoring the comments as they don’t provide substantial data
• Using an AI tool to analyze the sentiment of posts and comments
• Responding to each comment asking for clarification on sentiment

Question 62: True or false? AI can be used to generate content and create platform-specific messages and images in your brand voice.

• True
• False

Question 63: What is one of the benefits of AI in social media content creation as explained by Kate Bradley Chernis?

• AI can replace all human efforts in content creation.
• AI ensures that all content is generic.
• AI prevents the need for understanding your target audience.
• AI can be paired with human intervention for better results.

Question 64: Which of the following was identified as a significant change in the social media landscape?

• The shift towards long-form content
• The rise of Facebook and Instagram
• The lack of social and political consciousness
• The decline of the attention span

Question 65: Your company’s marketing team is aiming to enhance its tracking capabilities to better understand user behavior across the web. A team member suggests that recent changes in privacy laws and data protection would make this easier. As an expert in the field, how do you respond?

• Agree wholeheartedly and propose investing more in tracking technology.
• Caution them that recent changes in privacy laws and data protection have made tracking individuals across the web more challenging, not easier, and suggest that other methods should also be explored.
• Propose that they ignore these laws as they aren’t likely to be enforced and focus entirely on tracking users.

Question 66: Select all that apply. According to the lesson, how can a community help businesses?

• Communities provide a platform for personal recommendations.
• Communities help members band together to make decisions.
• Communities can reduce support costs.
• Communities offer insight into consumer behavior.
• Communities make the workload easier for the business.

Question 67: What is one tactic to ensure success in community building?

• Focusing exclusively on high-value members
• Limiting discussions to the brand’s products or services only
• Encouraging trolls to stimulate debates
• Responding quickly to first-time posters

Question 68: You’re the new social media manager at a start-up company. During your first strategy meeting, an enthusiastic team member suggests choosing the platform for your social media community because it’s the most popular. How do you respond?

• Agree, emphasizing the importance of aligning with popular trends and starting on a platform with the largest audience base.
• Disagree, proposing to choose a platform with the least competition instead.
• Suggest a balanced approach, considering both popularity and relevance to your target audience.
• Insist on using the newest, least established platform to be ahead of the curve.

Question 69: Select all that apply. Which element(s) are important to consider when developing your community strategy?

• The type of community (shared interest or information)
• Potential issues like spam or trolling
• Visual design of the community
• Similar communities members belong to

Question 70: How does LinkedIn’s ‘Group Identity for B2B’ work?

• It tracks individuals across different websites.
• It groups members together based on shared professional identity attributes.
• It relies on third-party cookies for effective functioning.
• It gives individual-level tracking across sites.

Question 71: In storytelling, what does the ‘logic of emotion’ mean?

• It means that stories should only evoke logical thinking.
• It refers to stories that are devoid of any emotional elements.
• It is the understanding that the human brain responds to emotions before logic.
• It implies that emotional stories are less impactful.

Question 72: Select all that apply. For what reason(s) do we tell stories?

• To solidify abstract concepts.
• To foster brand loyalty.
• To increase website traffic.
• To promote and shape ideas.
• To boost email subscription rates.
• To inspire and motivate.

Question 73: Fill in the blank: Visual information is cognitively processed ___ times faster than text-based information.

• Six
• 6,000
• 60,000
• 600,000

Question 74: What is NOT a way to collaborate with micro-influencers for social commerce campaigns?

• Offer exclusive discounts to their audience
• Request they create sponsored posts
• Invite them to take over your social media channels
• Encouraging them to create content outside of brand guidelines

Question 75: How can live stream sales be made more engaging and interactive?

• Offer live polls and Q&A sessions
• Showcase products in real-time
• Offer exclusive deals and discounts
• Cross-sell and upsell products

Question 76: Select all that apply. Why is user-generated content (UGC) important for social commerce?

• It helps build trust and credibility.
• It carries a risk of negative or misleading content.
• It comes with a lack of control over content quality.
• It increases customer engagement.
• It drives conversions and generates buzz.

Question 77: Fill in the blank: _________ shopping is a trend where companies showcase their products in real-time, providing an engaging and interactive experience for customers.

• Virtual reality
• Online
• Live stream
• In-store

Question 78: According to Jamal Meneide, which part of a short-form video is the most important?

• The buildup
• The climax
• The hook
• The call-to-action

Question 79: You’re collaborating with a video editing team on a social media campaign targeting a diverse, international audience. A team member suggests that text overlays or captions aren’t needed since the video’s audio is clear. How do you respond?

• Recommend the inclusion of background music instead of text overlays or captions, as it can set the mood and keep viewers engaged regardless of the clarity of the audio.
• Suggest they focus on enhancing the video’s visual elements, instead, arguing that if the visuals are compelling, viewers won’t need text overlays or captions.
• Agree with the team member, emphasizing that clear audio eliminates the need for text overlays or captions.
• Object, explaining that text overlays and captions can increase accessibility and comprehension, especially for non-native speakers or viewers in noisy environments.

Question 80: What purpose does a call-to-action serve in a short-form video?

• It encourages viewers to interact in some way.
• It provides a break in the content.
• It signals the end of the video.
• It provides a summary of the video’s content.

Question 81: True or false? First-party cookies allow businesses to analyze actions taken on other websites that were visited by a user.

• True
• False

Question 82: Select all that apply. Under what condition(s) might a company consider outsourcing their social media tasks?

• The team members are handling multiple social marketing tasks and are consistently missing deadlines.
• When the company wants to maintain total control over their social media strategies.
• The current social media strategy isn’t generating any ROI.
• The company’s social media accounts have recently gained a large following and engagement.

Question 83: What is one of the reasons brands are moving towards community-led growth?

• Customers enjoy the exclusivity of a community
• The social media industry has become more complex
• To stay up-to-date with the latest technology
• To avoid dealing with customer service

Question 84: Fill in the blank: One of the primary considerations when planning short-form video content is the ___________.

• color scheme of the video
• use of special effects
• purpose of the videos
• celebrity endorsements

Question 85: True or false? Short-form videos are typically watched for less than 40% of their length.

• True
• False

Question 86: Fill in the blank: Jamal Meneide mentions three pillars for video editing and post-production. They are concision, clarity, and _____.

• creativity
• color grading
• communication
• captivation

Question 87: Which of the following is a recommended practice in video creation?

• Maintain a monotone voice to avoid distractions
• Use flashy transitions to keep viewers entertained
• Divide the video content into smaller segments
• Avoid any kind of interaction with the viewers

Question 88: True or false? The Problem-Solution Framework involves showcasing the journey of a customer, from the initial awareness of the company’s product or service, through the decision-making process, and ultimately to the post-purchase experience.

• True
• False

Question 89: Which of these is NOT a good practice when repurposing long-form content into short-form videos?

• Using the most engaging, relevant clips from the long video
• Keeping the short videos between 20 and 60 seconds
• Running them as a series or part of a video carousel
• Using copyrighted music

Question 90: Which of the following storytelling techniques is considered effective for social media?

• Using jargon and business-speak
• Highly detailed stories
• Short and impactful stories
• Focusing solely on your brand

Introduction to Social Media Marketing II

Social media marketing is all about leveraging social media platforms to connect with your audience, build brand awareness, and drive engagement and sales. Here’s a breakdown of key elements and strategies you might consider:

1. Define Your Goals

• Brand Awareness: Increase the visibility of your brand.
• Lead Generation: Attract potential customers and collect their information.
• Customer Engagement: Foster interactions and build relationships.
• Sales: Drive direct sales or conversions through social media.

2. Know Your Audience

• Demographics: Age, gender, location, interests.
• Behavior: Online habits, purchasing behavior.
• Preferences: Types of content they engage with, preferred platforms.

3. Choose the Right Platforms

• Facebook: Broad reach, good for ads and community building.
• Instagram: Visual content, great for younger audiences and influencer marketing.
• Twitter: Real-time updates, customer service, and trending topics.
• LinkedIn: Professional networking, B2B marketing.
• TikTok: Short-form videos, trending challenges, younger demographics.
• YouTube: Long-form video content, tutorials, and product reviews.

4. Create a Content Strategy

• Content Calendar: Plan and schedule your posts.
• Content Types: Articles, videos, infographics, stories, polls.
• Themes: Educational, entertaining, promotional.
• Tone and Voice: Consistent with your brand’s personality.

5. Engage with Your Audience

• Respond to Comments: Build relationships and address feedback.
• Monitor Mentions: Track what people are saying about your brand.
• Encourage User-Generated Content: Engage followers by featuring their content.

6. Use Advertising

• Targeting: Use demographic, interest, and behavior-based targeting.
• Ad Formats: Image ads, video ads, carousel ads, story ads.
• Budgeting: Allocate your budget based on performance and goals.

7. Track and Analyze Performance

• Key Metrics: Engagement rates, click-through rates, conversion rates, reach, and impressions.
• Tools: Use analytics tools provided by social platforms or third-party tools like Google Analytics, Hootsuite, or Sprout Social.
• Adjust Strategy: Use insights to refine and optimize your approach.

8. Stay Updated

• Trends: Follow industry trends and emerging platforms.
• Algorithm Changes: Social media platforms often update their algorithms.
• Competitor Analysis: Keep an eye on what competitors are doing.

9. Consider Influencer Partnerships

• Find Influencers: Look for influencers who align with your brand values and have a genuine connection with their audience.
• Collaborate: Work with them to create authentic content and campaigns.

10. Manage Your Reputation

• Crisis Management: Have a plan for addressing negative feedback or PR issues.
• Positive Reinforcement: Highlight positive customer reviews and testimonials.

Successful social media marketing requires a mix of creativity, strategic planning, and ongoing analysis.