Certification

Hubspot Software Marketing Certification Exam Answers

Question 1: What is the definition of contact management?

• A strategy that focuses on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more.
• A strategy that focuses on using only marketing software to easily store and source a contact’s information, including their name, contact history, email information, and so much more.
• A strategy that focuses on using a software program to easily store and source company information specific to making a deal in the CRM.
• A strategy that focuses on dividing marketing and sales to separate contact information and storing that information in a software platform.

Question 2: _______________ is the software that exists with the goal of automating your marketing actions.

• Marketing automation
• Inbound marketing
• Lead nurturing
• Marketing workflows

Question 3: True or false? The Marketing Hub uses shared contact information with the Sales Hub and Service Hub via the CRM contacts database.

• True
• False

Question 4: Which of the following should you do before setting new KPI goals?

• Identify current performance for your KPIs.
• Create a project plan to meet your goals.
• Identify your areas of opportunity.
• All of the above

Question 5: Marketing Hub users will frequently use which of the following menus in HubSpot?

• Marketing
• Reports
• Contacts
• Automation
• All of the above

Question 6: True or false? Choosing to not use the Marketing Hub blog tool to host your blog will make your Marketing Hub campaign reporting less comprehensive.

• True
• False

Question 7: Which of the following options reflects the correct sequence for establishing goals with your team?

• Specify Tactics -> Define Business Goals -> Identify Indicators of Success (KPIs)
• Identify Indicators of Success (KPIs) -> Define Business Goals -> Specify Tactics
• Define Business Goals -> Specify Tactics -> Identify Indicators of Success (KPIs)
• Identify Indicators of Success (KPIs) -> Specify Tactics -> Define Business Goals
• Define Business Goals -> Identify Indicators of Success (KPIs) -> Specify Tactics

Question 8: Which of the following metrics are marketing teams NOT likely to report on?

• Monthly website traffic
• Rate of visitors converted to contacts
• Rate of contacts qualified to be handed over to sales
• Individual sales users’ monthly quota

Question 9: True or false? The more completely you use the Marketing Hub, the better the individual tools can help you.

• True
• False

Question 10: True or false? You can import contacts into HubSpot that are opted-out of communication.

• True
• False

Question 11: ________ software is the foundation for storing all the information you have on the humans you’re connecting and building trust with.

• CMS
• CMC
• CRM
• CMR

Question 12: Keeping your database healthy and up to date should always be a priority so that you can create powerful and ___________.

• contextual conversations
• content conversations
• contextual pillar pages
• outbound conversation

Question 13: True or false? When importing contacts, HubSpot automatically searches for matches with your spreadsheet columns and pairs your existing properties, such as first name and last name.

• True
• False

Question 14: Which parts of your organization can benefit from buyer personas?

• Marketing team
• Sales team
• Services team
• A and B
• A, B, and C

Question 15: True or false? Buyer personas are non-fictional case study examples of your most successful customer.

• True
• False

Question 16: True or false? When creating buyer personas, consider creating a different persona based on job function. Grouping buyer personas together by the goal or challenge they’re trying to overcome won’t be detailed enough to know who you’re talking to.

• True
• False

Question 17: Which is NOT an example of demographic information that can help bring value to your buyer persona research?

• Age range
• Geographical location
• Shoe size
• Income range

Question 18: Fill in the blank: To get started with adding a buyer persona in HubSpot, look for the __________ on your dashboard.

• Smart List report
• Sources report
• Conversations report
• Top Personas report

Question 19: Most organizations target how many buyer personas?

• 1–2
• 3–5
• 6–10
• At least 10

Question 20: All of the following are components of a topic cluster EXCEPT:

• Core topics, which will take the shape of your pillar page
• Subtopics, such as blog posts or videos
• Distribution channels, such as YouTube or Twitter
• Internal hyperlinks

Question 21: Fill in the blank: When linking your topic cluster together, it’s critical that you __________.

• link all subtopics to the pillar page
• only link the top 20 performing subtopics to the pillar page
• link the pillar page to all relevant subtopics
• A and C
• B and C

Question 22: All of the following are examples of SMART goals EXCEPT:

• Have 30% of your marketing leads attend an upcoming webinar.
• Have thought leaders contribute to an upcoming ebook.
• Increase sales qualified leads by 20% by the end of the year.
• Generate 10 customers within the first week of an upcoming product launch.

Question 23: All of the following are tools you can connect to a HubSpot campaign EXCEPT:

• Blog
• Workflow
• Content strategy
• Email

Question 24: True or false? You have up to one week to edit the name of a campaign.

• True
• False

Question 25: All of the following are ways you can report on a campaign EXCEPT:

• In the campaign itself
• In campaign analytics, under the reporting tool
• Both of the above
• None of the above: Campaign reporting is a default option in the marketing dashboard

Question 26: Which of the following are campaign metrics that can be tracked in HubSpot?

• Influenced contacts
• Closed deals
• New contacts (first touch)
• A, B, and C

Question 27: All of the following are examples of how you can export campaign data EXCEPT:

• XLSX
• XLS
• PDF
• CSV

Question 28: True or false? Every time you publish a blog post, you’re creating a new, unique page for your website.

• True
• False

Question 29: Choose all that apply: Blogging helps your inbound marketing by _____.

• It helps you attract new visitors
• It helps you convert visitors into leads
• It helps you report on your marketing funnel
• It helps you personalize your website

Question 30: Where can you view data about an individual blog post’s performance in HubSpot?

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

Question 31: Where should you consider inserting calls-to-action throughout your blog post?

• Text-based call-to-action at the top
• Image-based call-to-action at the bottom
• At least one call-to-action per three paragraphs of text
• A and B
• A, B, and C

Question 32: Fill in the blank: To preview your post, click __________.

• The Read more separator
• The Preview button
• The Content tab
• There is no preview mode

Question 33: What is a landing page?

• A single page that covers all aspects of the topic, with room for more in-depth reporting
• A pop-up form
• The page typically encountered first on a website that usually contains links to the other pages of the site
• Website pages that are designed to convert visitors into leads

Question 34: How does a landing page typically gather information about site visitors?

• Using a meetings link
• Using a CTA
• Using an email
• Using a form

Question 35: What are the elements of a traditional conversion path?

• Chatbot, live chat, messaging app
• Landing page, form, chatbot
• Landing page, form, CTA, thank you page
• Thank you page, messaging app, CTA, landing page

 Question 36: True or false? Pillar pages make landing pages obsolete.

• True
• False

Question 37: When should you ungate content?

• Contextually — ungate content when it makes the most sense for your business.
• Always — forms are dead.
• Never — pillar pages are a fad.
• To gate or ungate is an illusion.

Question 38: What are the key components of a landing page?

• Copy, form, content offer
• Headline, chatbot, form, video
• Headline, copy, form, image
• Copy, form, video, content

Question 39: Why is it considered a best practice to include an image or video on a landing page?

• Images give visitors a tangible idea of what they’ll receive.
• Images make landing pages much more visually dynamic.
• Images can tell complex stories faster than words can.
• A, B, and C

Question 40: What are/is the area(s) you need to consider when building a call-to-action?

• Visuals
• Copy
• Location
• A, B, and C

Question 41: A call-to-action button is also known as a:

• ATC
• CTA
• CAT
• TAC

Question 42: You should base the design of your CTA on the following:

• Your buyer persona’s preferences
• Your brand
• Accessibility
• A, B, and C

Question 43: True or false? You can use your HubSpot CTAs in externally hosted content.

• True
• False

Question 44: True or false? You should always disable cookie tracking on forms, unless you have a specific use case in mind.

• True
• False

Question 45: Why should you limit the number of form fields you use on your form?

• Trick question! You should ask for all of a contact’s information up front so you can personalize every conversation moving forward.
• The information you ask for should be a fair exchange for the content you’re offering.
• Nobody has time to fill out a long form.
• Short forms show that you don’t really want to learn more about a prospect.

Question 46: What is a form submission notification?

• A notification that your form has successfully published to your site
• The code you use to embed your HubSpot form externally
• A notification that is emailed to a set list of recipients when a visitor submits a form
• The HubSpot tracking code installed to track and store your form submission data in your CRM

Question 47: Your form submission rate tracks:

• The total number of views for all the pages your form appears on that also have your HubSpot tracking code on them
• The total number of submissions divided by the total number of views for the form
• The total number of times the form has been submitted across all your pages
• The total number of times your form appears across all your pages

Question 48: Where is information collected by your form submissions stored in HubSpot?

• Buyer personas
• Your reports home
• Deal records
• Contact records

Question 49: True or false? Forms are dead.

• True
• False

Question 50: What is the advantage of using a form?

• Forms help you gauge how interesting a piece of content is to your target audience.
• Forms can help you disqualify leads.
• With forms collecting information for you, you no longer need to talk to sales.
• Form submissions can be used to boost the vanity metrics of your site.

Question 51: What is a pop-up form?

• A dynamic form that acts as CTA, landing page, and thank you page, all-in-one
• A bot programmed to chat with prospects conversationally
• A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer
• An ungated piece of content

Question 52: True or false? Pop-up forms are outbound.

• True
• False

Question 53: You can filter your HubSpot social inbox in a variety of ways. Which one is NOT one of them?

• By the accounts you want to see engagements from
• By going to Twitter to see the lists you’ve created in HubSpot
• By conversations, so you can respond to audience comments
• By interactions or click-like engagements with content that has been published in HubSpot

Question 54: What is a Twitter stream?

• A contact list of followers you acquired from Twitter
• A data list of keywords to monitor that appears after uploading a list of your Twitter contacts
• A display of tweets that you developed in the social inbox to promote a specific campaign
• A display of tweets that match pre-defined, saved searches on specific criteria

Question 55: True or false? All scheduled social posts can be attached to an existing HubSpot campaign, or you can create a new campaign with your post.

• True
• False

Question 56: True or false? Marketing automation is ONLY used to automate your marketing actions.

• True
• False

Question 57: There are three types of workflows you can create in HubSpot. What are they?

• Start from scratch, Center on a sales date, and Center on a date property
• Start from scratch, Center on a marketing date, and Center on a date property
• Start from scratch, Center on a date, and Center on a date property
• Start from a contact property, Center on a date, and Center on a date property

Question 58: _________ workflows will operate once a contact meets the enrollment triggers of that workflow.

• Start from scratch
• Center on a date
• Center on a date property
• Center on a sales date property

Question 59: True or false? You can set a workflow goal on the main workflows dashboard.

• True
• False

Question 60: What is the definition of segmentation?

• Creating filters for your contacts based on similarities
• Creating a segment based on buyer personas
• Breaking up your contacts into smaller groups of similar people
• Creating a static list based on an imported list of contacts

Question 61: What are three examples of segments that every business should ideally have?

• Subscribers, leads, customers
• Leads, prospects, opted-out customers
• Subscribers, customers, users
• Unsubscribers, users, customers

Question 62: What are the three types of segments you can create in HubSpot?

• Saved filters, active lists, active filters
• Static filters, active lists, active filters
• Static filters, static lists, opted-out filters
• Saved filters, active lists, static lists

Question 63: Quickly viewing a segment of your database right from the contacts, companies, deals, or tickets dashboard is an example of which type of segment?

• Active list
• Saved filter
• Static list
• Saved list

Question 64: A(n) _______ list can help you gain an understanding of contacts who met a certain criteria on a particular date. Then you can look back at that list later and see contacts who may no longer meet the criteria.

• static
• active
• filtered
• Moving

Question 65: True or false? Common uses for active lists include sending unique marketing emails based on each contact’s behavior and properties.

• True
• False

Question 66: True or false? A list and a report in HubSpot accomplish the same actions and goals.

• True
• False

Question 67: The analyze tab for your marketing emails is most commonly used to __________.

• report on your individual marketing emails
• review emails before sending them out
• optimize your marketing emails
• analyze your email marketing channel as a whole

Question 68: True or false? You can test your marketing emails in different email clients from within the email editor.

• True
• False

Question 69: When drafting an email, why would you enable a web version of your email?

• Enabling a web version of your email gives recipients the option to open the email in a web browser if their email client doesn’t render it correctly.
• Enabling a web version of your email helps you create SEO with your email copy.
• Some email clients require a web version to render marketing emails.
• You should not enable a web version of your email. This is not a best practice.

Question 70: What are the three ways you can add recipients to your marketing emails?

• Add a list of contacts, add individual contacts, or save the email as a sales email.
• Add a list of contacts, add individual contacts, or save the email as a services email.
• Add a list of contacts, add individual contacts, or save the email for automation.
• Add individual contacts, save the email for automation, or save the email as a transactional email.

Question 71: True or false? Your email channel works with your other conversational channels to help create conversations and experiences with the people you’re connecting with.

• True
• False

Question 72: When should you report on your marketing campaign performance?

• Before a campaign
• After a campaign
• Throughout a campaign
• Never

Question 73: What is key to the success of your reporting?

• Setting the right goals
• Identifying the correct success metrics
• Having the correct analytics in place
• A, B, and C

Question 74: How does HubSpot calculate the source of a visitor to your site?

• Using the initial URL a visitor uses when first landing on your site
• Using the final URL a visitor uses when leaving your site
• Using their social media profiles to contextualize their favorite platforms
• Using Google Analytics

Question 75: What is the reporting library?

• A resource that offers dozens of canned reports built around marketing best practices
• A reporting add-on feature you can buy for an additional $300 a month
• Dozens of canned reports that help you dig a little deeper into your data — only currently available to HubSpot Admins
• The section of your public library where HubSpot developers sit when creating the HubSpot reporting tools

Question 76: All of the following are examples of on-page SEO best practices to consider when optimizing your pillar page EXCEPT:

• The core topic is featured in the URL
• The core topic is featured in the H1
• The core topic is featured in a video at the top of the page
• The core topic is featured in the image alt text

Question 77: True or false? Only reference the core topic on your pillar page. Using synonyms of your core topic will confuse search engines on how to best rank this page.

• True
• False

Question 78: Which type of pillar page is in the form of an ungated guide or ebook?

• Resource pillar page
• Guide-type pillar page
• Information-based pillar page
• 10x content pillar page

Question 79: What type of file can you import in draft mode instead of starting a blog post from scratch?

• Word doc
• Google doc
• Evernote file
• PDF

Question 80: Fill in the blank: For distraction-free editing, click ___________.

• Zen Mode
• Text-Only Mode
• Draft Mode
• Inline Edit Mode

Question 81: Which of the following tasks can be performed in settings?

• Managing navigation
• Setting a logo
• Choosing system pages
• Setting a favicon
• All of the above

Question 82: Which sentence best describes collaboration in the CMS?

• The HubSpot CMS should only be used by one person at a time.
• Delegation and organization are integral to managing web assets in the HubSpot CMS.
• The HubSpot CMS automates collaboration so you don’t have to worry about it.
• Marketers should defer to developers when it comes to CMS decisions.

Question 83: True or false? Big companies require complex page templates.

• True
• False

Question 84: True or false? Logos are always global content and can’t be swapped out on individual pages.

• True
• False

Question 85: What is a call-to-action button?

• A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer
• A pop-up form
• A snippet of text that Google serves on a search engine results page (SERP)
• Anybody your company communicates with in the course of doing business

Question 86: Why should your call-to-action contain action-oriented language?

• Because Jorie said so.
• A call-to-action should inspire your visitors to take an action.
• You don’t want a visitor to have to think too hard about what they can expect when clicking a button.
• B and C

Question 87: What is a lead flow?

• A pop-up form
• A bot programmed to chat with prospects conversationally
• A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer
• An ungated piece of content

Question 88: What’s the difference between a form and a pop-up form?

• Experience — forms are inbound. Pop-up forms are outbound.
• Location — forms only exist on landing pages. Pop-up forms only exist on pillar pages.
• Forms can be used in the awareness, consideration, and decision stages of the buyer’s journey. Pop-up forms are only used in the decision stage of the buyer’s journey.
• Experience — pop-up forms are a CTA, landing page, and thank you page all in one. Forms are part of a larger conversion path.

Question 89: How can a pop-up form supplement a visitor’s experience?

• By interrupting a visitor browsing irrelevant content
• By providing additional content or value
• By redirecting users to an interesting offer or asset
• By collecting information that can help you immediately personalize a visitor’s experience

Question 90: Pop-up forms are best suited to which stage of the buyer’s journey?

• Awareness
• Consideration
• Decision
• All stages of the buyer’s journey

Question 91: What are the two most important things to keep in mind when developing a HubSpot social media strategy? Choose two:

• Using a free tool to develop great content
• Knowing your buyer persona
• Mapping your business goals to social objectives
• Adding social media links to your website header and footer
• Connecting your social media accounts in email

Question 92: True or false? Common uses for active lists include sending unique marketing emails based on each contact’s behavior and properties.

• True
• False

Question 93: What is a session?

• A session tracks if the HubSpot tracking code has loaded on a page.
• A session tracks all the interactions a visitor is having across your site until they have been inactive for 30 minutes or more.
• A session is anytime a visitor reaches your site from somewhere outside of your website domain.
• A session is anytime a visitor shares one of your pages on social media.

Question 94: True or false? A session expires after 30 minutes of inactivity.

• True
• False

Question 95: When determining buyer personas, which type of information is most important to capture?

• Psychographic information
• Demographic information
• Both are equal
• Neither. Your buyer personas are actual customers you’ve worked with.

Question 96: Fill in the blank: Strive to choose a core topic with a monthly search volume that’s at least __________.

• 20
• 300
• 800
• 1,500

Question 97: True or false? All assets should be built before creating a campaign.

• True
• False

Question 98: Which of the following is NOT a feature available to you in draft mode?

• Adding a call-to-action
• Italicizing text
• Inserting an H2 or H3 header
• Calling out a quoted sentence

Question 99: Which sentence best describes the relationship between templates and pages?

• Templates and pages are the same thing.
• To create a page, a marketer must first build a new template using the design manager.
• Pages and templates are unrelated.
• Pages are created from templates, which can be built in the design manager or downloaded from the marketplace.

Question 100: Which statement about selecting marketplace templates is most accurate?

• Any template in the marketplace will be a great fit for your content.
• A web developer is recommended for best results.
• Learning to select the best templates for your needs can help your organization build great pages faster.
• The most important consideration when selecting templates is brand alignment.

Question 101: True or false? When creating a new page in the CMS, it’s important to choose your title carefully since it will automatically become the HTML title of the published web page.

• True
• False

Question 102: You can create a call-to-action to align with which stage of the buyer’s journey?

• Awareness
• Consideration
• Decision
• A, B, and C

Question 103: In the HubSpot email dashboard, there are two types of tabs that give you more insight into how your emails are performing. What are they?

• Manage and Report
• Manage and Analyze
• Post-Send Details and Report
• Analyze and Report

Question 104: The definition of __________ is the software that exists with the goal of automating your marketing actions.

• Sales automation
• Marketing automation
• Sequence automation
• Productivity automation

Question 105: What were the original stages of the inbound marketing methodology?

• Get Found, Close, Analyze
• Get Found, Convert, Analyze
• Convert, Close, Delight
• Convert, Delight, Analyze

Question 106: True or false? You can collaborate with your team when drafting a blog post in edit mode.

• True
• False

Question 107: True or false? Lead flows are outbound.

• True
• False

Question 108: 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 109: 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 110: True or False? In a topic cluster, subtopics are usually covered in blog posts.

• True
• False

Question 111: What is the final step you should take before publishing a page?

• Preview the page
• Add a canonical URL
• 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 112: Which of these is NOT one of the ways search has changed in the last 5 years?

• The rising popularity of voice search
• More conversational search
• Less emphasis on exact match keywords
• Fewer Google algorithm changes

Question 113: True or False? You cannot add a featured image to a blog post.

• True
• False

Introduction to Hubspot Software Marketing

HubSpot is a popular platform known for its comprehensive suite of marketing, sales, and customer service tools. Its marketing software is particularly robust and is designed to help businesses attract, engage, and delight customers. Here’s a breakdown of what HubSpot’s marketing software offers:

Key Features of HubSpot Marketing Software

1. Marketing Automation:
   • Email Campaigns: Create and automate email marketing campaigns with personalized content.
   • Workflows: Set up automated workflows for nurturing leads and managing customer journeys.
2. Lead Generation:
   • Forms and Landing Pages: Design forms and landing pages to capture leads and convert website visitors.
   • Lead Flows: Use pop-ups and slide-ins to engage visitors and collect contact information.
3. Content Management:
   • Blogging: Manage and optimize your blog posts with SEO recommendations and analytics.
   • Content Creation: Tools for creating engaging content, including templates and a drag-and-drop editor.
4. Social Media Management:
   • Publishing and Scheduling: Plan and schedule posts across multiple social media platforms.
   • Monitoring and Analytics: Track social media performance and engage with your audience.
5. SEO Tools:
   • On-Page SEO Recommendations: Optimize your content with built-in SEO recommendations.
   • Keyword Research: Identify and target relevant keywords to improve search engine rankings.
6. Analytics and Reporting:
   • Performance Metrics: Monitor and analyze the performance of your campaigns with detailed reports.
   • Dashboard: Customizable dashboards to track key metrics and KPIs.
7. CRM Integration:
   • Contact Management: Sync marketing activities with your CRM to get a unified view of your customer interactions.
   • Segmentation: Use CRM data to segment and target your audience more effectively.
8. A/B Testing:
   • Email and Landing Pages: Test different versions of your emails and landing pages to determine what works best.
9. Personalization:
   • Smart Content: Deliver personalized content to different segments of your audience based on their behavior and interests.
10. Customer Support:
    • Live Chat and Chatbots: Engage with visitors in real-time and provide support with chatbots.

Benefits of Using HubSpot Marketing Software

• Unified Platform: All-in-one solution for marketing, sales, and service.
• User-Friendly Interface: Intuitive design that is accessible for both beginners and experienced marketers.
• Scalability: Suitable for businesses of all sizes, from startups to large enterprises.
• Integration: Seamlessly integrates with other HubSpot tools and many third-party applications.
• Educational Resources: Access to HubSpot Academy for training and best practices.

Considerations

• Cost: HubSpot can be pricey, especially for advanced features and higher-tier plans.
• Complexity: The range of features can be overwhelming; it might require a learning curve or dedicated resources to manage effectively.

Overall, HubSpot’s marketing software is highly regarded for its versatility and effectiveness in streamlining marketing efforts and improving overall business growth. If you’re looking for a solution that combines various aspects of marketing into one platform, HubSpot is definitely worth considering.

Hubspot Content Marketing Certification Exam Answers

Question 1: True or false? Content marketing is a relatively new practice that became popular in the 1950’s with the boom of advertising firms.

• True
• False

Question 2: Fill in the blank: To effectively tell your business’ story, you need ________________.

• a mission with supporting values
• great products and services
• a testimonial from a happy customer
• an interesting history

Question 3: What’s the best way to have your business’ story remembered and shared?

• Explain your history in detail.
• Show the ROI you can bring your customers.
• Create emotional alignment between your business and your prospects and customers.
• Explain the value of your products and services and how you’re the best at what you do.

Question 4: Your boss has tasked you with writing a company story that will help make them stand out from their competitors. Keeping this in mind, what’s the most effective question you should start with?

• What are you offering?
• How will this help your audience?
• Why are you doing what you are doing?
• None of the above

Question 5: Fill in the blank: The _________ can help you develop a mission statement that connects with your audience.

• persona creation process
• Golden Circle
• Inbound Methodology
• buyer’s journey

Question 6: Every story has these three storytelling elements. What are they?

• Characters, conflict, and resolution
• Conflict, idea, and resolution
• Characters, conflict, and interest
• Conflict, spark, and conclusion

Question 7: True or false? If prospects can get the answers to their questions and see themselves as characters in your story, they’ll be more likely to purchase from you.

• True
• False

Question 8: True or false? You need conflict to tell an impactful story.

• True, conflict helps build developmental and emotional connections.
• True, people care more about the conflict than the resolution.
• False, your story is strong enough to explain the value of your products and services.
• False, conflict only reduces the connection of what you’re trying to communicate.

Question 9: Fill in the blank: When you tell a story and the character is your audience, you should tell the story with a ___________.

• first-person point of view
• second-person point of view
• third-person point of view
• None of the above

Question 10: Which of the following is NOT a storytelling best practice?

• Create emotional appeal through your content
• Be consistent and authentic
• Use the third-person point of view
• Your story should be clear and concise

Question 11: True or false? The conflict in this blog article is preventing team burnout.

• True
• False

Question 12: Fill in the blank: This blog post is written from a _____________.

• First-person point of view
• Second-person point of view
• Third-person point of view
• None of the above

Question 13: True or false? When identifying raw material for generating ideas, it’s best to stick with a specific area of focus. This way you can become an expert in generating ideas in this field.

• True
• False

Question 14: You’re a content creator for an automobile dealership. You’re looking for some inspiration to help generate new content ideas for an upcoming holiday promotion. What source might you find valuable and be inspired by?

• Motor Trend Magazine
• Wall Street Journal
• TIME Magazine
• All of the above

Question 15: True or false? After you digest material it’s best to try and put ideas together immediately.

• True, because the material is fresh in your mind.
• True, because the best ideas come in the first 30 seconds of consuming content.
• False, you want to give your mind a break to process the information.
• False, you first need to write concepts down to organize everything.

 Question 16: How can you uncover your buyer personas’ reading habits?

• Include a question on a form
• Interview some of your best customers
• Make a list of publications you read
• A and B
• All of the above

Question 17: Joan owns a dog walking business and read a blog post that explained search engines are a great place to generate ideas on what people are searching for. Joan starts off her research by typing in ‘dog walking tip’ to see what insight she can find. Fill in the blank: Joan notices that when she types in ‘dog walking tip’ the search engine offers some helpful suggestions on popular searches, like ‘dog walking tips and tricks.’ This is known as _________.

• related searches
• autocomplete
• suggestion finder
• Google search queries

Question 18: Every content brainstorm needs the following EXCEPT:

• A moderator
• A clear agenda
• At least five people
• Visual aids

Question 19: Fill in the blank: A great way to create a comfortable atmosphere for a company brainstorm is to start off with _________.

• role call
• icebreakers
• team goals
• breaking into groups

Question 20: True or false? The goal of a braindump is to have everyone structure ideas they’ve put together.

• True
• False

Question 21: All of the following are examples of a SMART goal EXCEPT:

• Increase year over year traffic by 30%.
• Significantly reduce the amount of time the team spends on creating content.
• Add five new content formats to the website by end of year.
• All of the above are SMART goals.

Question 22: Which of the following is NOT a category you should organize your content audit by?

• Buyer’s journey stage
• Content length
• Lifecycle stage
• Content title

Question 23: You just landed your dream job as a content creator at a local startup. It’s your first week and your boss asks you to perform a content audit to get acquainted with the company’s collateral as well as organize it. Where might you start looking for content that already exists?

• Talk with the sales team
• Check with more tenured employees
• Look through the company’s CRM and CMS
• All of the above

Question 24: When it comes to a long-term content strategy, what is an important buyer persona trait?

• Demographic
• Challenges
• Identifiers
• All of the above

Question 25: Fill in the blank: When identifying buyer’s journey content for a long-term content strategy, it’s important to focus on content for the ___________ stage(s).

• Awareness
• Consideration
• Decision
• All of the above

Question 26: True or false? A buyer’s journey is ever-evolving. You should make updates as you learn more about your buyer persona.

• True
• False

Question 27: 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 28: 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 29: 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 30: True or false? You should use a consistent naming system to store and easily identify hosted files.

• True
• False

Question 31: 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 32: True or false? If you want to produce great content, then you need to hire an in-house content creator.

• True
• False

Question 33: 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 34: 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 35: The following question pertains to the blog post shown below: The below blog post is an example of which type of headline format?

• List format
• How-to format
• Secret of format
• egative angle format

Question 36: 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 37: 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 38: 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 39: How could this sentence be corrected to cut out fluffy words? “I really just want to go to the store to buy groceries in order to be be prepared for the week.”

• “I really want to go to the store to buy groceries in order to be prepared.”
• “I just want to go to the store to buy groceries in order to be prepared for the week.”
• “I want to go buy groceries at the store to be prepared for the week.”
• “I really want to go to the store to buy groceries in order to be prepared for the week.”

Question 40: 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 41: How long should you wait before republishing a piece of content to a new website?

• You shouldn’t wait. Republish it immediately.
• One week
• Two weeks
• It depends, wait until you have at least 5 inbound links.

Question 42: You have a top-performing blog post that you want to republish. Which platforms should you republish it to?

• As many websites as possible; the more sites the more impressions the content will receive.
• Only websites that you have partnerships with as you won’t have to pay for it.
• Only sites that are relevant to your business and industry.
• You shouldn’t republish content because you’ll have duplicate content issues.

Question 43: When republishing your content, how can you make sure the republished post stands out in contrast to your original post in search engine result listings?

• Update the headline
• Use a new author
• Add sub-headings to each section
• All of the above

Question 44: You’re in a brainstorming session with your co-workers. You come up with five topics for your ebook, your colleague says that’s all you need. How should you respond?

• “Yes, there’s no reason to keep going if we have enough topics for our ebook.”
• “Yes, we can always identify more later if we need them.”
• “No, we should have at least ten supporting topics for every ebook we want to create.”
• “No, we should make a list of as many supporting topics as we can.”

Question 45: True or false? You should only include a call-to-action on a blog post once the offer is launched.

• True, if you don’t have a relevant call-to-action, then leave blank.
• True, once you publish a blog post, it’s not a best practice to update calls-to-action over time.
• False, always provide a next step, even if it’s to sign up for email updates.
• False, adding a relevant call-to-action to a blog post will improve your SEO efforts.

Question 46: You can use weekly content activities to grow into which type of long-form content offer?

• Case study
• Ebook
• Webinar
• All of the above

Question 47: True or false? A benefit of organic content promotion is that it allows you to show your content to a highly specific audience.

• True
• False

Question 48: 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 49: 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 50: 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 51: You’re analyzing the performance of your social channels and you notice that Facebook consistently outperforms your Twitter and LinkedIn page. What should you do next?

• Post the same message on all channels as Facebook since it is working well.
• Analyze Facebook further to see which posts are working for future content ideas.
• Transition all social ad budget to Facebook in support of boosting each post moving forward.
• All of the above

Question 52: Optimizing your content helps improve __________.

• reach
• engagement
• conversions
• All of the above

Question 53: You can measure brand awareness by all of the following, EXCEPT?

• How many press releases exist on your website.
• Level of engagement on your social channels.
• Inbound links coming to your website.
• How high you rank in search engine results.

Question 54: True or false? It’s best to determine a few key metrics and stick to hem.

• True
• False

Question 55: Fill in the blank: All of the following are engagement signals that help you understand your content’s effectiveness, except for _______________.

• comments on a recent blog post
• likes and shares on a Facebook post
• email send rate
• sharing the thank you page to an offer someone just downloaded

Question 56: Your boss asks you to report on how your content campaign has contributed to his 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 57: Fill in the blank: You had a successful team meeting where you were able to prove the ROI of your content marketing efforts. However, your boss wants more details on the content path that helped close leads into customers. You could do this by creating a(n) ______________.

• attribution report
• referrals report
• sales report
• services report

Question 58: When examining your attribution report, you notice 85% of your leads that have closed into customers have downloaded your introductory ebook, but your sales team is only closing 1% of leads from social sources. How do you support your Sales team to close more leads from social into customers?

• Ensure all leads from social sources are nurtured with the introductory ebook before speaking to sales.
• Devote more time to posting blogs on Facebook.
• Direct further resources for paid advertising on Twitter to spread your influence to additional channels.
• Connect with your sales team to coach them on their disconnect in closing the leads.

Question 59: What results can you yield by establishing reporting expectations prior to campaign launch?

• The campaign’s written SMART goals will free stakeholders from being directly involved.
• The campaign’s planned content will insulate your team from developing unexpected material outside of the written SMART goals.
• The campaign’s written SMART goals better align your work with the stakeholders’ key metrics.
• The campaign’s planned content better aligns your work with the CEO’s quarterly expectations.

Question 60: One month into a three-month lead generation campaign, it becomes clear your current plan to reach your goal of ten sales qualified leads (SQLs) goal does not look feasible. What option will you present during next week’s meeting with your CEO?

• You present an updated campaign content plan to reach your set SMART goals, based off of the first month’s data.
• You present updated SMART goals better aligned with your projected SQLs for the campaign’s remaining two months, based off the first month’s data.
• You hold back on reporting the progress on that particular SMART goal for the campaign, in hopes of things picking up.
• You propose staying the course on the current SMART goals and planned content marketing activities, noting that one month of data is not enough to justify changing your SMART goal.

Question 61: Fill in the blank: __________ is when you think of an idea out of nowhere.

• Spontaneous ideation
• Thought spawning
• The eureka moment
• Aha moment

Question 62: Which is true about content and its relationship with the Inbound Methodology?

• Content is needed to attract people to your site.
• Content is needed to attract visitors and convert them into leads.
• Content is needed to close leads into customers and turn customers into promoters.
• All of the above

Question 63: What are the four stages of the Inbound Methodology?

• Attract, Convert, Close, and Delight
• Awareness, Consideration, Decision, and Delight
• Find, Engage, Convert, and Nurture
• Identify, Connect, Explore, and Advise

Question 64: All of the following are content marketing practices EXCEPT:

• Email copy
• Technical SEO
• Social media posts
• Blogging

Question 65: Which best describes the content marketing and inbound marketing relationship?

• A great content marketer doesn’t need to do inbound marketing.
• Both are valuable and take a lot of time and work. It’s best to focus your time on one or the other.
• Success relies on both as each serves a different function
• If you do both then you’ll be competing with yourself.

Question 66: Fill in the blank: The conflict in your content’s story should focus on the ____________.

• prospects’ needs
• prospects’ stage of the buyer’s journey
• prospects’ problems
• All of the above

Question 67: How many rounds of edits should content undergo before being finished?

• 1
• 2-4
• Post your content once it’s finished and edit as you receive feedback.
• As many times as you possibly can

Question 68: Fill in the blank: The above graphic uses a ___________ to help organize hosted files.

• nomenclature system
• linear word formula
• Word association connector
• acronym-based system

Question 69: Which of the following do you need to include in a republished piece of content to maintain SEO authority and attribute value to the appropriate website or author?

• UTM tracking code
• Canonical tag
• Anchor text
• All of the above

Question 70: How can a third-party website avoid duplicate content issues with epublishing your content?

• Add a NoIndex tag
• Add a tracking URL
• Update the content to make it different
• Have the third-party publish it at the same time as the original piece

Question 71: You are trying to turn an ebook into a checklist, which method should you keep in mind when repurposing content?

• BASE
• ARC
• ACE
• DART  

Question 72: Fill in the blank: ______________ is used to achieve the best possible content promotion outcome.

• Optimization
• Saturation
• Experimentation
• Consistency

Question 73: True or false? You should initially spend less time promoting your content than you did creating it, so you can increase your content output.

• True
• False

Question 74: Once you’re able to quantify your metrics, what is the next step in developing a growth mindset?

• Start looking for strengths in your funnel
• Start looking for weaknesses in your funnel
• Select a marketing channel to focus on
• Create a facebook audience

Question 75: What does the center ring of the bullseye framework represent?

• Your top-performing channels
• Your possibility channels
• Your long-shot channels
• The channels you haven’t tested yet

Question 76: Fill in the blank: When conducting a test, it should work to uncover _______________.

• the cost to attain a customer through this channel
• the amount of customers available through this channel
• whether or not you should be acquiring these customers
• All of the above

Question 77: You’re the Marketing Director for a global financial company. The holidays are approaching and your boss wants to improve the company’s bottom line by 7%. You host a team meeting where the goal is to identify opportunities to test, then assign tasks to team members to start implementing right away. Is this approach correct?

• Yes, the entire team is present and participating.
• Yes, but make sure to assign the test to the appropriate team members.
• No, ideation and implementation should be done in separate meetings.
• No, you need approval from your boss before running a series of tests.

Question 78: True or false? If your marketing tests have over a 50% failure rate, then you’ve done something wrong.

• True, the majority of your tests should be successful.
• True, you should never have over a 50% failure rate with your tests.
• False, the purpose of a test is to prove or disprove your hypothesis.
• False, you need to perform enough tests that more than 50% fail.

Question 79: Fill in the blank: The goal of a marketing test is to _____________.

• continuously optimize your channels
• find a system that works and stick with it
• show your competitors that you know what you’re doing
• All of the above

Question 80: True or false? When instilling a growth mindset within your organization, it’s more important to receive buy-in from the customer support team than the products and services team.

• True
• False

Question 81: Fill in the blank: A shortcut to improving your SEO is to ____________.

• continuously optimize your pages based on updated keyword research
• get referenced on sites that already rank well
• add more keywords to a page you want to rank for
• use more images than text

Question 82: Fill in the blank: __________ is when you help guide your prospects through purchasing your products or services.

• Value-add guidance
• Concierge on-boarding
• Success channeling
• Premier showcasing

Question 83: Fill in the blank: A content compass helps organize monthly initiatives by ____________.

• SMART goals
• sales campaigns
• inbound marketing campaigns
• All of the above

Question 84: The following question pertains to the blog post shown below: The above blog post is an example of which type of headline format?

• List format
• How-to format
• Secret of format
• Negative angle format

Question 85: Fill in the blank: _______________ helps you group an audience together based on specific criteria from a large list of people.

• Ideal matching
• Segmentation
• Buyer personas
• Demographics

Question 86: True or false? To make sure you’re appropriately communicating the value of your content, you should define as many benefits as possible when promoting it. The more the better.

• True
• False

Question 87: Which departments does growth marketing support?

• Marketing
• Sales
• Customer Service
• A and B
• All of the above

Question 88: Which best explains the bullseye framework?

• An organized three-step approach to gaining traction
• Identifying a top-performing blog post and reposting every few months
• A system that notifies you when your competitors produce a piece of high-performing content
• None of the above

Question 89: You’re in a brainstorming session with your co-workers. You come up with five topics for your ebook, your colleague says that’s all you need. How should you respond?

• “Yes, there’s no reason to keep going if we have enough topics for our ebook.”
• “Yes, we can always identify more later if we need them.”
• “No, we should have at least ten supporting topics for every ebook we want to create.”
• “No, we should make a list of as many supporting topics as we can.”

Question 90: True or false? SnapChat and Pinterest are examples of platforms that a growth marketer might want to test for their business.

• True
• False

Question 91: What does an UTM parameter help you identify?

• Lifecycle stage
• Lead attribution
• Company name
• Content medium

Question 92: Fill in the blank: Understanding your ____________ is the first step to instilling a growth mindset within your organization.

• marketing funnel
• buyer’s journey
• buyer personas
• ad budget

Introduction to Hubspot Content Marketing

HubSpot is a well-known platform for inbound marketing, including content marketing. It offers a range of tools and features to help businesses create, distribute, and analyze their content. Here’s a rundown of how HubSpot supports content marketing:

1. Content Creation and Management

• Blogging Tools: HubSpot’s blog tool helps you create and publish blog posts. It includes features for SEO optimization, scheduling, and collaboration.
• Content Strategy: HubSpot’s Content Strategy tool helps you plan and organize your content based on topic clusters and SEO keywords.
• Landing Pages: You can create customized landing pages to capture leads and promote specific offers.

2. SEO and Optimization

• SEO Recommendations: HubSpot provides on-page SEO recommendations to help your content rank better on search engines.
• Keyword Research: You can track and optimize content for specific keywords using HubSpot’s SEO tools.

3. Lead Generation and Nurturing

• Forms and CTAs: Create forms and calls-to-action (CTAs) to convert visitors into leads.
• Lead Scoring: Automatically score leads based on their interactions with your content, which helps in prioritizing and nurturing leads.

4. Social Media Integration

• Social Media Publishing: Schedule and publish content across various social media platforms from within HubSpot.
• Social Monitoring: Track social media engagement and interactions to gauge content performance.

5. Analytics and Reporting

• Content Performance: Analyze how your content is performing through detailed reports on metrics like page views, time on page, and conversion rates.
• Campaign Reporting: Evaluate the success of your content marketing campaigns with comprehensive reports.

6. Personalization and Automation

• Email Marketing: Automate email campaigns and personalize messages based on user behavior and interests.
• Workflows: Set up automated workflows to nurture leads and drive them further down the funnel.

7. Integration and Collaboration

• CRM Integration: HubSpot’s CRM integrates with its content marketing tools to provide a seamless experience for managing and analyzing customer interactions.
• Collaboration Tools: Share content drafts, gather feedback, and collaborate with your team efficiently.

HubSpot’s comprehensive suite of tools and features can streamline your content marketing efforts and help you achieve better results.

HubSpot Email Marketing Certification Exam Answers

Question 1: What is the definition of an email marketing strategy?

• A strategy used to market products and services and nurture relationships in a human and helpful way through the use of the email channel.
• A separate strategy outside of your inbound efforts that involves sending email.
• A strategy for sending all types of email for your business, including sales emails and administrative emails.
• A strategy around sending transactional email for your business.

Question 2: When was the first email sent?

• 1980s
• 2000
• 1970s
• 1990s

Question 3: How can email marketing fuel your overall inbound strategy?

• Email marketing provides a one-to-one channel of communication.
• Email marketing provides different types of email.
• Email marketing syncs closely to your CRM.
• Email marketing syncs data to external platforms.

Question 4: What does it mean to create an inbound email marketing strategy?

• Develop a way to send blast email, create conversations, and close customers.
• Create a human, helpful, and customer-driven conversation and experience.
• Create a human, inbound, and holistic experience.
• Create a helpful, human, and lead-only driven conversation and experience.

Question 5: When sending email you can segment contacts by their buyer personas. What is a buyer persona?

• A buyer persona is an actual representation of your customer based on real data.
• A buyer persona is a semi-fictional representation of your lead before they become a customer.
• A buyer persona is a semi-fictional representation of your ideal customer.
• A buyer persona is a tool you use to define your ideal customer.

Question 6: The significance of segmentation, the power of personalization, and the impact of data-driven analysis are the three pillars of an _________.

• effective inbound marketing strategy.
• email marketing sending strategy.
• email marketing and sales strategy.
• effective email marketing strategy.

Question 7: Fill in the blank: Without ________ for your emails, you won’t know if your emails are successful or not.

• contacts
• goals
• segmentation
• personalization

Question 8: If explicit data is information that is intentionally shared between a contact and a company, what is implicit data?

• Information gathered from website activity
• Information gathered from a form submission
• Information gathered from implied behavior
• Information gathered from user behavior

Question 9: There are three best practices for creating a successful segmentation strategy. Two of them are having a clean and organized database and collecting the right information. What is the third?

• Understanding implicit and explicit data
• Sending at the right time
• Having buyer personas
• Segmenting by the buyer’s journey

Question 10: Fill in the blank: A ___________ strategy is focused on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more.

• contact management
• contact organization
• contact program
• contact database

Question 11: You can use your database and contact management strategy to do a few things: see the whole picture of every contact, organize contacts to keep a healthy database at all times, and what else?

• Organize all the interactions you have.
• Integrate your contact information with other tools you use.
• Integrate with the other parts of your platform.
• Integrate your email information with the other tools you use.

Question 12: Each year your contacts database will decay, so to successfully cater to the needs and interests of your contacts, what do you need to begin with?

• The right contacts in your database
• The right program to analyze the trends
• The right platform to bring in new contacts
• The right strategy to measure the decay

Question 13: Before emailing any contacts in your database, what question do you need to ask yourself or your team?

• Do we have permission?
• Do we have a segment of contacts?
• Do we have a goal?
• Do we have an email template?

Question 14: If you have an offer that’s targeted towards your leads in your database and wouldn’t provide as much value to your customers, what could you segment by to send only to your leads?

• Lifecycle stage
• Contact property
• Buyer’s journey
• Buyer persona

Question 15: When sending the right email, there are three key things you’ll need to understand: why you are sending that email, your goal, and the value you’re delivering to the person on the other end of the send. This gives you the foundation to __________.

• set the right buyer personas to send email by setting appropriate segments in your database that will match with the content you’re creating
• set the right template for your emails to send the most contextual message to the appropriate segments
• set the right expectations with those receiving your email by setting an appropriate and contextual goal and then pairing that with information that will provide the most value
• set the right foundations to send your transactional emails at the right time

Question 16: 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 17: What helps to ensure you deliver the right email to the right person?

• Buyer personas
• Segmentation
• Buyer’s journey
• Contact properties

Question 18: By adding the following copy to your email, what are you doing for your contacts? “Thanks for subscribing to my blog. I’m thrilled to have you here! You’ll be receiving updates from me on how to send better emails on a monthly basis, but if you’re looking to update your email preferences, you can do so anytime here. Invite your team members to subscribe because when we learn together, we grow together.”

• Setting expectations
• Subscribing them
• Aligning content
• Nurturing the contacts

Question 19: What does AIDA stand for?

• Attention, interest, desire, action
• Attention, interest, decision, action
• Attention, ideas, desire, action
• Attention, intention, decision, action

Question 20: Taking the essential pieces of any email and optimizing each piece to help drive conversions towards your set goal will help you create high-performing emails. What are these essential pieces?

• The goal of why you’re sending it and then the carefully designed components layered on top of each other
• The segments you’re sending to and the deliverability goals of your email
• The template you’re using to send your email and the footer information you’re using
• The segments of contacts you do not send to and the the segments you are sending to

Question 21: 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 22: Fill in the blank: In the _________ stage of the buyer’s journey, the potential buyer has defined their problem and is actively researching different solutions.

• consideration
• awareness
• decision
• acquisition

Question 23: 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 24: What is the ideal length of an email subject line?

• 41–50 characters
• 55–75 characters
• 10–20 characters
• 75–100 characters

Question 25: Fill in the blank: Words like “free” or “percent off” will not only trigger spam filters for your email, but will also ___________.

• have higher unsubscribe rates
• trigger fewer sales
• align with the content for coupons in the email
• not sound like the email is coming from a real person

Question 26: Fill in the blank: The snippet of copy that’s pulled in from the body of your email is the _________.

• preview text
• preview email
• preview content
• preview line

Question 27: What does email delivery refer to?

• Whether or not a receiver accepts your email
• Whether or not a contact opens your email
• Whether or not a receiver clicks your email
• Whether or not a receiver rejects your email

Question 28: What is graymail?

• Email you technically opted in to receive but do not really want.
• Email you never opted in to receive and do not want.
• Email you opted in to receive and engage with.
• Email that’s delivered to your spam folder.

Question 29: In the email world, consent can be defined as any time you collect verifiable permission from an email recipient to send them email. What is one way you can collect consent?

• Selecting a checkbox to grant consent
• Filling out a form
• Selecting a checkbox in an email
• Filling out a lead flow

Question 30: Through sources, permissions, and expectations, you’re taking a close look at the contacts lists that you’re sending email to. This will help you ______.

• build trust
• create segments
• build segmentation
• build email deliverability

Question 31: True or false? Any email marketing vendor of value will not allow you to send to a purchased list.

• True
• False

Question 32: What are the two buckets that your post-send metrics fall into?

• Segmented and non-segmented
• Opened and clicked
• Positive and negative
• Engaged and did not engage

Question 33: What are the three levels of opt-in?

• Opt-in, opt-out, and neutral
• Neutral, opt-in, and confirmed opt-in
• Opt-out, opt-in, and GDPR opt-out
• There are only two.

Question 34: What is the average width of an email?

• 600 pixels
• 55 pixels
• 900 pixels
• 400 pixels

Question 35: True or false? You need a web designer to design your marketing emails.

• True
• False

Question 36: True or false? Analysis is only important in your inbound email marketing strategy.

• True
• False

Question 37: Your email metrics are your listening device to refine and improve your marketing emails over time. What can your metrics help you track?

• Segmentation
• Buyer’s journey
• Conversations across emails
• Social interaction

Question 38: There are three types of metrics you want to analyze and track. Two of them are individual email metrics and whole marketing channel metrics. What is the third?

• Return on investment
• Segmentation strategy
• Social media collaboration
• Return on value

Question 39: What is the definition of analysis?

• The detailed examination of anything complex to understand its nature or to determine its essential features
• The detailed examination of your emails specifically
• The examination of all your marketing efforts at all times
• The examination of how well you’re doing analysis

Question 40: The number of valid email addresses that accepted your company’s message is the definition of what metric?

• Emails delivered
• Emails sent
• Emails suppressed
• Emails rejected

Question 41: What is one common cause of low click-through rates?

• The email is trying to do too many things.
• The email doesn’t have a CTA.
• The email doesn’t have a link to a web-page version.
• The email wasn’t sent to enough people.

Question 42: Fill in the blank: Consistent analysis helps you discover _________.

• trends
• open rates
• click rates
• value

Question 43: Using an A/B test, what can you test with your marketing emails?

• Variations of your email
• The subject line of your email
• The body of your email
• The segment of contacts

Question 44: Which of the following is NOT a step in creating tests for your marketing emails?

• Design your test.
• Review and start your test.
• Evaluate the segment of recipients you’re sending to.
• Analyze your whole email marketing strategy performance.

Question 45: True or false? The email body copy, the body design/layout, the body images, the CTA, and the email signature are all elements that can affect the open rate of your email.

• True
• False

Question 46: How many contacts do you need on your list to run an A/B test?

• At least 1,000
• At least 50
• At least 2,000
• At least 500

Question 47: When using a significance test calculator, what is the “margin of error” called?

• Confidence interval
• Confidence value
• Confidence level
• Confidence percentage

Question 48: True or false? You need a dedicated A/B testing tool to run your A/B tests.

• True
• False

Question 49: When deciding to run an A/B test, your team discusses the length of time you want to run your test for. What should you and your team do to define the time range?

• Decide that three hours is long enough because people never check our emails after that.
• Try to test for 24 hours to give us enough time to produce statistically significant results.
• Three hours is too long. We should only run it for an hour so we can make our decision faster.
• We should review past emails we’ve sent to see where opens and clicks start to drop off, then identify the time frame we want to test in.

Question 50: True or false? Every test you run needs to have statistically significant results.

• True
• False

Question 51: Lead nurturing can be defined as a way to build relationships. While building these relationships, there are key benefits to your business. Lead nurturing will help you build relationships by being the ___________.

• timely, efficient, and targeted approach to connecting with your leads
• timely, effective, and targeted approach to connecting with your contacts
• timely, efficient, and targeted approach to connecting with your contacts
• timely, efficient, and segmented approach to connecting with your contacts

Question 52: Software with the goal of automating your marketing actions is the definition of what?

• Lead automation
• Marketing automation
• Services automation
• Sales automation

Question 53: When planning an effective lead nurturing campaign, what is the first step that you should take as an inbound professional?

• Setting goals
• Creating content
• Selecting personas
• Identifying the timeline
• Measuring and improving.

Question 54: When creating your overall lead nurturing strategy, what is something you want to keep in mind and make a part of your strategy?

• Treating your contacts the way you want to be treated and showing them value
• Contact management and segmentation
• Lead rotation for handoff to sales
• Only top-of-the-funnel contacts

Question 55: In an interview with the HubSpot partner Campaign Creators, what did they say is one of the most important parts of their lead nurturing strategy?

• Patience
• Leads
• Development
• Communication

Question 56: True or false? Trust is not a factor of your lead nurturing strategy.

• True
• False

Question 57: What is the definition of email deliverability?

• The measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes
• A program to get into people’s inboxes
• The measurement of how successful a sender is at not getting lost in the spam folder
• The measurement and understanding of spam filters

Question 58: True or false? Are there three levels of opting in types?

• True
• False

Question 59: When looking to send email to your contacts you need to collect what _______ to help build the trust you need to create lasting relationships with your contacts.

• Verifiable permission
• Email address
• Email domain
• Verifiable business name

Question 60: Segmentation is an important piece of your inbound email marketing strategy. What does segmentation primarily help you do?

• Send the right person the right message at the right time.
• Create active lists for your business.
• Segment contacts who you can’t connect with.
• Segment the different functions of your business to target outreach and communication.

Question 61: You’re looking to send an email to three different lists of contacts. You’ve created each segmented list based off where those contacts are in their research process with your company. What type of lists have you created?

• Buyer’s journey lists
• Buyer’s plan lists
• Customer journey lists
• User journey lists

Question 62: As an inbound professional you might be sending many different types of emails, even one-to-one communication emails. What will you need to send one-to-many emails?

• Email sending provider
• Email service program
• Email service provider
• Email sender program

Question 63: Fill in the blank: Inbound is the happy marriage between___________.

• ontent and email
• strategy and content
• outbound and inbound
• context and content

Question 64: To help you track the health of your database, you’ll typically want to have a few segments that help you monitor that health. What is one example of a segment to track health?

• A segment that tracks all ineligible contacts
• A segment that tracks all emails sent
• A segment that tracks all actively subscribed contacts
• A segment that tracks all contact sources

Question 65: You received an email this morning where the content didn’t align with the subject or the context in which you were receiving it. It was a jarring experience for you. What was this email not doing?

• Creating the right email by bringing content and subject line together
• Creating the right email by bringing content and context together
• Creating the right email by bringing context and buyer personas together
• Creating the right email by bringing inbound and email together

Question 66: True or false? When you take a specific action on a website around a certain topic, and an email is triggered to you that follows up with additional educational content around that topic, this is an example of sending the right email.

• True
• False

Question 67: Fill in the blank: Connecting the different stages of the buyer’s journey with the content you’re sending is an example of ____________.

• alignment
• relevancy
• context
• connection

Question 68: Using the data you have on each of your contacts—such as when they open, click, and convert—and scheduling your emails to send when your contacts are mostly likely to engage with your email is the definition of what?

• Send opportunity personalization
• Send time property
• Send delivering personalization
• Send time personalization

Question 69: Sending the right email requires tactical aspects. Which of these are tactical aspects of sending the right email?

• Expectations
• Email layout
• Personalization
• All of the above

Question 70: What is the definition of a conversion?

• The completion of an open
• The completion of a click
• The completion of a desired action
• The completion of all clicks

Question 71: You have one goal for your email, and your CTA should drive the reader toward that goal. In addition to your CTA button, how else can you link to your CTA?

• By hyperlinking appropriate copy
• By editing alt-text
• By linking images to your offer
• All of the above

Question 72: True or false? Email deliverability is the measurement and understanding of how successful a sender is at getting their marketing email into people’s inboxes.

• True
• False

Question 73: A computer program that allows you to access and manage your email is the definition of what?

• Email client
• Email engagement
• Email outsourcing
• Email platform

Question 74: True or false? Your email outline is the actual template you’ll use for every email.

• True
• False

Question 75: True or false? Creating a consistent learning experience is a step in outlining the design of your marketing emails.

• True
• False

Question 76: True or false? You want to strive for a very little drop off between the number of people you sent to and the number of people you were able to successfully deliver to.

• True
• False

Question 77: Fill in the blank: Return on investment is used in many aspects of your inbound strategy. In your email marketing strategy, it is defined as the overall return your ________.

• email campaigns bring in from your business’ initial investment.
• email segments bring in from your business’ initial investment.
• emails deliveries bring in from your business’ initial investment.
• email engagements bring in from your business’ initial investment.

Question 78: What is the first question you should ask yourself when testing your marketing emails?

• Why am I running this test?
• What am I testing?
• Who am I testing with?
• How long will my test run?

Question 79: Fill in the blank: ________ will give you the number for each email recipient sample size that will help yield conclusive results.

• The results of your A/B test
• The results of the pre-work of your A/B test
• A significance test calculator
• The purpose of your A/B test

Question 80: True or false? This an example of timeliness within lead nurturing: “A contact downloads a piece of content on ‘The Best Ways to Create Subject Lines for Email Newsletters.’ You and your company send a follow-up piece of content that builds off that subject, such as a blog post on how to write effective email copy.”

• True
• False

Question 81: What is the the last step of running effective lead nurturing campaigns?

• Setting goals
• Selecting personas
• Measuring and improving
• Creating content
• Identifying the timeline

Question 82: Fill in the blank: In your email marketing strategy, CATS refers to “the right content to the right audience ______________.”

• at the right time equals success.
• at the right time equals sending.
• at the right term equals successful sending.
• at the right test equals success

Question 83: True or false? On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return.

• True
• False

Question 84: True or false? If you cannot determine the source of your contacts, you have verifiable permission to send them.

• True
• False

Question 85: What is the definition of lead nurturing?

• A process of building relationships with prospects with the goal of earning their business when they’re ready
• A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action
• A marketing effort focused on engaging with your leads AND customers in a way that encourages them to progress toward multiple actions at the same time
• A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase

Question 86: What are the three ways to look at your contacts list through?

• Sources, permissions, expectations
• Sources, expectations, delivery rate
• Sources, clicks, opens
• Sources, permissions, delivery rate

Question 87: When sending emails and setting goals, you want to go beyond checkpoints of activities for your goals. What are examples of checkpoints of activity?

• SMART goals
• Segmentation
• Engagement
• Open and click rates

Question 88: What does the send metric help you analyze?

• Any email recipients who was sent to and accepted your message.
• Any email recipients who can’t be sent to because you do not have the legal basis of permission to send to them under GDPR.
• Any email recipients who can’t be sent to either because they unsubscribed, bounced, or were suppressed.
• Any email recipients who have opted in to receive your message and were sent to

Question 89: Someone on your team hands you a list to send out your newest marketing email to. You have been working on this email for a while, and they said the contacts on this list will appreciate the content. As an inbound professional, you know you can’t send to a purchased or enriched list of contacts. You need more information about this list in order to send to them. How could you respond to your co-worker?

• Do we have verifiable permission to send to them?
• Perfect, thanks for giving this to me. I forgot to create a list for this email.
• Perfect! Do we have their first names though? I want to add personalization.
• Hold on. Where did this list come from? I want to know because I can probably add this list to all our emails now if you think they are a good fit for our content.

Question 90: Which of the following is an example of a fundamental (s) of writing effective email copy.

• Write for scalability.
• Use the overall inbound tone.
• Add preview text.
• Have unsubscribe links.

Question 91: A lead views a specific page on your website, say, your case study page. You then send targeted follow-up content like one of your more popular case studies. This is an example of what type of email?

• Transactional
• Marketing
• Sales
• Behavioral

Question 92: Why should you ask ‘What is your goal?’ before creating an email marketing strategy?

• To understand the ‘who’ behind everything you do
• To understand the ‘how’ behind everything you do
• To understand the ‘why’ behind everything you do
• To understand the ‘what’ behind everything you do

Question 93: Select all that apply. Why is it essential to connect your ESP with your CRM?

• To avoid duplication of data
• To ensure better coordination between your marketing and sales strategy
• To enable personalization features
• To avoid losing important behavioral data

Question 94: Which is NOT a component of a SMART goal?

• Measurable
• Strategic
• Relevant
• Attainable

Question 95: Why is segmentation important in email marketing?

• It allows you to send personalized communication to your audience at scale.
• It allows you to send generic content to your entire email list.
• It allows you to send specific emails to individuals one at a time.
• It helps you save time and effort by not having to create personalized content.

Question 96: What is personalization?

• The likelihood your email will be seen and interacted with
• The rate in which an email is delivered to an individual’s email address
• How brands use data to create unique emails for each person on their email list
• The process of separating your contacts into smaller groups of similar profiles

Question 97: What is the most effective email marketing campaign strategy?

• A/B testing
• Subscriber segmentation
• CTA placement
• Persuasive copywriting

Question 98: Which of the following statements is true?

• YouTube Studio and Content Manager CMS both contain Analytics that describe content performance.
• CMS stands for Content Management System.
• YouTube Studio lets you manage content for a single channel.
• All of the above.

Question 99: Sending a different discount email to certain contacts based on the region a contact resides, is an example of which email marketing concept?

• Segmentation
• Personalization
• Automation
• Deliverability

Question 100: Fill in the blank: _____ is the likelihood an email will land in the primary inbox.

• Delivery
• Deliverability
• Design
• Segmentation

Question 101: Fill in the blank: _____ could be described as the first door an email must pass through.

• Personalization
• A/B testing
• Delivery
• Deliverability

Question 102: True or false? If your email is marked as delivered, it will not be marked as spam.

• True
• False

Question 103: Select all that apply. Which of the following are components of deliverability?

• Contact engagement
• Sender reputation
• Authentication
• Domain set up
• Delivery rate

Question 104: Fill in the blank: Your sender reputation — which is impacted by contact interactions and your email authentication — is a score that the ______ assigns to your organization as it receives emails from your brand.

• email service provider (ESP)
• general data protection regulation (GDPR)
• brand indicators for message identification (BIMI)
• inbox service provider (ISP)

Question 105: True or false? Your sender reputation is constantly being assessed, which means your deliverability is constantly changing.

• True
• False

Question 106: Which of the following is NOT a way to increase your chances of landing in the primary inbox?

• Working on your sender reputation
• Ensuring proper set up of your email authentication
• Sending each of your emails to all the contacts in your CRM
• Being conscious of your delivery rate

Question 107: Fill in the blanks: A customer makes a purchase from your company and you proceed to send them marketing emails. This can be described as ______ and ________.

• implicit consent, single opt-in
• implicit consent, double opt-in
• explicit consent, single opt-in
• explicit consent, double opt-in

Question 108: Which of the following compliance needs are part of the CAN-SPAM Act?

• You must be compliant only if you’re a citizen of the United States.
• You must be compliant if you’re emailing any contacts within the United States.
• You must be compliant only if you’re a citizen of the European Union.
• You must be compliant if you’re emailing any contacts within Europe.

Question 109: True or false? The GDPR is not only a privacy law, but also a human rights law.

• True
• False

Question 110: True or false? Most ESPs’ acceptable use policies are less stringent than both the CAN-SPAM and GDPR.

• True
• False

Question 111: True or false? Open rates are a reliable metric and can serve as the foundation of any deliverability strategy.

• True
• False

Question 112: In which scenario, would you consider implementing a sunset policy?

• You’ve observed that your last email’s color and tone don’t align with your brand.
• You’ve observed some of your contacts have stopped engaging.
• You’ve observed an opportunity to expand your business’s growth model.
• You’ve observed an accessibility barrier in your email design.

Question 113: Which of the following incorporates best practices in email design?

• Ensure the copy, brand voice, colors, and graphics of a linked landing page are consistent with the email.
• Ensure that the copy, brand voice, colors, and graphics of a linked landing page are distinctively different from the email.
• Ensure the copy, brand voice, colors, and graphics of an email have low color contrast.
• Ensure there is no white space, so contacts understand how important this messaging is.

Question 114: Which of the following is an example of utilizing best practices in email design?

• Use as many emojis as possible, so your emails can test the impact of different emojis.
• Don’t use too many fonts, and be sure the fonts you select follow your brand guidelines.
• Forgo wireframes, and place images where you can fit them in the template.
• Design emails that are optimized for a web browser but not mobile, as few people view emails via mobile devices.

Question 115: Which of the following is NOT an accessibility best practice in email design?

• Design for readability, including mindfulness of font selection
• Pay attention to color contrast
• Use all caps wherever possible to enhance reading visibility
• Add alt text to images

Question 116: Select all that apply. Which of the following are common mistakes in writing email copy?

• Conceptualizing your copy as a single send-off
• Using your copy as merely a mechanism of your design
• Relying on buzzwords
• Using personalization in subject lines and preview texts

Question 117: Select all that apply. What are reasons to avoid using a ‘no-reply’ sender name?

• It’s extremely professional and should be reserved for critical communications.
• It comes across as impersonal.
• It prevents contacts from giving you direct feedback, if they desire.
• It prevents people from adding your email to their address book.

Question 118: What is the recommended amount of characters for preview text?

• 20 characters
• 70 characters
• 140 characters
• 300 characters

Question 119: Which of the following is NOT a component of building a strong brand voice?

• Creating a great culture to empower employees to spread the brand voice far and wide
• Building a reputation by being spontaneous and unpredictable
• Humanizing a brand
• Strategically assessing the competitive landscape to stand out

Question 120: True or false? The following is an example of persuasive copywriting that incorporates storytelling and emotional appeal: “Our candles are made with 100% pure soy wax and are available in a range of fragrances. The candles have lead-free wicks, come in sleek glass jars, and have a burn time of approximately 60 hours. You can choose from various sizes and colors to suit every occasion. Order now and enjoy the features of our product.”

• True
• False

Question 121: True or false? The following is an example of persuasive copywriting that incorporates storytelling and emotional appeal: “Your furry friend deserves only the best, and that’s exactly what our dog toy subscription box delivers every month. Our carefully curated selection of toys is designed to provide hours of entertainment and joy for your pup. With each delivery, your dog will be eager to rip open the box and discover new toys that are perfect for their size and play style. Treat your furry friend to a monthly surprise and watch their tail wag with joy. Sign up now and give your dog the gift of happiness.”

• True
• False

Question 122: True or false? A best practice for creating CTAs is using ‘Click Here’ as often as possible.

• True
• False

Question 123: Which of the following is NOT a form of email authentication?

• SPF
• DKIM
• BIMI
• CPC
• DMARC

Question 124: What is the primary issue with how Apple’s iOS15 and Mail Privacy Protection feature impacts email metrics?

• It can give the impression that your spam rate is higher than it actually is.
• It can give the impression that your unsubscribe rate is lower than it actually is.
• It can give the impression that your open rate is higher than it actually is.
• It can give the impression that your click-through rate is lower than it actually is.

Question 125: What’s a click-through rate?

• The percentage of successful deliveries post-send
• The percentage of emails that are undelivered and returned to the sender
• The percentage of recipients who clicked a link in your email out of those who opened it
• The percentage of email recipients who completed the desired action after clicking on a link within the email

Question 126: Which of the following is NOT a core component of a successful CTA?

• Urgency
• Clear and compelling copy
• Strategic placement
• Delivery rate success

Question 127: You’re applying email analytics to your email marketing strategy and have just reviewed your goals and created a hypothesis. What step comes next?

• Test and measure
• Analyze the data
• Collect relevant data
• Segment your audience

Question 128: Select all that apply. Why is data important in your email marketing?

• It enables personalization features.
• It helps you gather passive customer feedback about your email marketing.
• It empowers consistent contact opens regardless of subject line relevance.
• It can help you understand your customer behavior contextually.

Question 129: You’re running an email campaign and the last email you sent had a click-through rate of 2.9%, while your campaign’s average CTR is 3.3%. Your industry’s benchmark for CTR’s is 1.4%. Which of the following is an accurate description of this data?

• You’re performing above the industry average, so the discrepancies in data do not matter beyond that.
• Your last email is more compelling than your overall campaign’s emails, but you’re not performing as well as your overall industry.
• Your last email was not as compelling as the other emails in your campaign, but you’re doing well compared to others in your industry.
• Your last email is more compelling than your overall campaign’s emails, and you’re performing well above your industry’s average.

Question 130: ‘Comparing two versions of marketing material to determine which performs better’ is the definition for what term?

• Email analytics
• A/B testing
• Segmentation
• Personalization

Question 131: Which of the following is NOT a benefit of A/B testing?

• Reducing risk
• Improving open and click-through rates
• Building community
• Identifying best practices

Question 132: What is another term for A/B testing?

• Change testing
• Split testing
• Hypothesis testing
• Shared testing

Question 133: What is the first step in performing an A/B test in email marketing?

• Choosing your variables
• Deciding the necessary significance
• Determining your goal
• Creating your test groups

Question 134: In A/B testing, when it comes to statistical significance, what is the minimum confidence level HubSpot suggests?

• 12%
• 38%
• 51%
• 95%

Question 135: True or false? In A/B testing, you should always send your emails simultaneously.

• True
• False

Question 136: Which of the following are fundamental in creating persuasive copy?

• Knowing yourself
• Knowing your audience
• Knowing yourself and your audience
• Knowing automation

Question 137: Fill in the blanks: _______ brings intentionality to the individual emails that land in your contacts’ inbox, but _________ allows you to bring intentionality to your entire email marketing infrastructure.

• Segmentation, personalization
• A/B testing, automation
• Automation, personalization
• Personalization, automation

Question 138: Which form of email authentication attaches your brand’s logo to your messages to authenticate your emails?

• DMARC
• BIMI
• DKIM
• ESP

Question 139: True or false? When sending emails from a new domain, you begin with a positive reputation and your role is to maintain it.

• True
• False

Question 140: What’s a conversion rate?

• The percentage of successful deliveries post-send
• The percentage of emails that are undelivered and returned to the sender
• The percentage of recipients who clicked a link in your email out of those who opened it
• The percentage of email recipients who completed the desired action after clicking on a link within the email

Question 141: Consider the following scenario. You work for a fashion retail company and have asked your customers’ for their favorite fashion brands in your loyalty program sign-up form. You create a segment of customers who prefer designer fashion brands and have also purchased products from your luxury collection in the past 6 months. What is this demonstrating?

• The capabilities of an email marketing strategy that has an integrated ESP and CRM
• The capabilities of an email marketing strategy that can bypass Apple’s Mail Privacy Protection feature
• The capabilities of an email marketing strategy that does not need automation
• That capabilities of an email marketing strategy that has an integrated ISP to ESP

Question 142: Select all that apply. A company offers a personalized meal kit subscription service. Which of the following would be an example of appropriate segmentation?

• Customers who have signed up for their service
• Customers who have opted out of promotional emails
• Customers who have indicated they prefer a vegetarian diet
• Customers who have identified as gluten-free

Question 143: A clothing retailer wants to use personalization in their email marketing. Which of the following is an example of a personalized email?

• An email that includes images of the products that currently on sale
• An email that uses the recipient’s name in the subject line
• An email that contains a detailed visual timeline of the company’s history
• An email that has a CTA at the top of the email

Question 144: Imagine you’re a marketer for a project management software company. You send monthly emails to your contacts with relevant content regarding industry news, blog posts, and new product features. You segment your subscribers based on their industry, job title, and company size. You address your contacts by their first name in the email body and suggest specific content related to their industry. Your CTA of the last email you sent reads, “Download our ebook.” You notice that your open rates are high for both mobile and browser users, but your click-through rates for browser users are significantly higher. Which step might you have forgotten when creating your marketing email?

• Removing Apple users from your contact list
• Authenticating your domain
• Previewing your email
• Connecting your CRM with your ESP

Question 145: You want to ensure that the format of your email adjusts based on whether your contacts engage via mobile or desktop. This is describing what term?

• Segmentation
• Personalization
• Automation
• Deliverability

Question 146: Fill in the blank: You’re more likely to successfully re-engage your customers by ______________.

• layering personalization on top of segmentation
• layering personalization on top of deliverability
• layering segmentation on top of feedback
• layering automation on top of authentication

Question 147: Which of the following is the HubSpot tool that can help you incorporate automated follow-up into your email marketing strategy?

• The health tool
• The post-send tool
• Workflows
• Lists

Question 148: Why is the following example an insufficient SMART goal? ‘Increase email engagement rate by improving email subject lines, personalizing content, and optimizing CTA placement.’

• It is not measurable.
• It is not attainable.
• Subject lines, personalization, and CTA placement don’t affect email engagement.
• It is not specific enough.

Question 149: What is segmentation?

• The likelihood your email will be seen and interacted with
• The rate in which an email is delivered to an individual’s email address
• How brands use data to create unique emails for each person on their email list
• The process of separating your contacts into smaller groups of similar profiles

Question 150: True or false? Your segmentation strategy will partially rely on the industry you’re in.

• True
• False

Question 151: Adding the first name of the contact to the email subject line is an example of which email marketing concept?

• Segmentation
• Personalization
• Automation
• Deliverability

Question 152: A contact receives a follow-up email with a discount two days after signing up for a newsletter. This is an example of which email marketing concept?

• Segmentation
• Personalization
• Automation
• Deliverability

Question 153: True or false? In email marketing, explicit consent is the only form of acceptable consent.

• True
• False

Question 154: Select all that apply. Which of the following are principles of the CAN-SPAM Act?

• You can’t have deceptive subject lines.
• Your message must include a valid physical postal address.
• Your message must include a valid in-country phone number.
• Your message must have a clear mechanism for recipients to opt out — in other words, an “unsubscribe” button.

Question 155: Which of the following is NOT a crucial factor for developing an effective send time optimization strategy?

• Considering the time zones of your audience
• Segmentation
• Analyzing your email metrics
• Personalization
• Testing different send times

Question 156: ‘The process of collecting, measuring, and analyzing data related to your email campaigns’ is the definition of what term?

• A/B testing
• Email analytics
• Segmentation
• Personalization

Question 157: When applying email analytics to your email marketing strategy, what step must be completed before you analyze the data?

• Segment your audience
• Collect relevant data
• Iterate
• Draw conclusions

Question 158: When applying email analytics to your email marketing strategy, which step takes place after you draw conclusions?

• Iterate
• Test and measure
• Make data-driven decisions
• Review your goals and create a hypothesis

Question 159: You’re running an email campaign. The last email you sent had a click-through rate of 2.7%, while your campaign’s average CTR is 3.1%. Is your last email’s CTR high-performing or low-performing?

• Low-performing because it’s less than the average CTR
• High-performing because it’s relatively close to the campaign’s average CTR
• Low-performing because any CTR under 5% is underperforming
• Needs further context, especially of the industry specific benchmark

Question 160: True or false? When you conduct email A/B testing and create test groups, both groups should be a sample of your overall audience (in size and in representation of your contacts).

• True
• False

Question 161: Fill in the blank: When performing email A/B tests, _______.

• testing one variable at a time is recommended, because segmentation renders multivariate testing impossible
• testing one variable at a time is recommended, because it allows you to isolate the effect of each variable
• testing multiple variables at a time is recommended, because it allows you to view a range of effects and possibilities in your email marketing
• testing multiple variables at a time is recommended, because it allows you to isolate the effect of each variable

Question 162: True or false? Regardless of your industry, you should send marketing emails celebrating every major holiday to your contacts.

• True
• False

Question 163: Consider the following scenario. You’re managing email marketing for a car repair shop and are trying to create a promotional email campaign. In your CRM, you notice there are various misspellings in the car brands assigned to your contacts. What portion of your email marketing strategy will this affect?

• Automation
• Testing
• Segmentation
• Analytics

Question 164: Why is it important that your ESP integrates with your CRM?

• Because your delivery rate will not register if an explicit contact is not connected to the open.
• Because your segmentation capabilities depend on the amount of information you’ve gained from your audience.
• Because your automation capabilities depend on the amount of information you’ve gained from your audience.
• Because it’s important to track contacts that unsubscribed, so you can send them a specified re-engagement campaign.

Question 165: You send out a marketing email and it does not bounce, but it lands in the spam folder. What is this example demonstrating?

• A negative delivery and a negative deliverability
• A positive delivery and a positive deliverability
• A negative delivery and a positive deliverability
• A positive delivery and a negative deliverability

Question 166: True or false? Deliverability is not historical — you start fresh with every provider and domain.

• True
• False

Question 167: Why should the goals set in your email marketing strategy be relevant to the overall business strategy?

• To ensure that there is a strong, thought-out reason behind every email you send
• To contribute to the overall ecosystem of the business
• Both A and B
• None of the above

Question 168: Why is it important to have an email marketing sunset policy for graymail?

• Unengaged contacts can lead to higher negative metrics, which impacts your deliverability.
• Engaged contacts provide a wealth of behavioral data, which must be integrated into the CRM.
• Unengaged contacts require more emails to nurture them back, so the use of colorful personalization is key.
• Engaged contacts allow for more colorful experiments with copy and design, which are integral to sunset policies.

Question 169: In email marketing, email authentication can be related to which of the following metaphors?

• A driver’s license
• Feedback
• A designer comparing two shades of white
• A compass

Question 170: What does ‘CTA’ stand for?

• Contacts to action
• Call to analyze
• Contacts to analyze
• Call to action

Question 171: Imagine you’re a furniture retailer who sends weekly emails to your subscribers. You’ve created segments based on their purchase history and include their first name in the email body. Your email includes a CTA that reads, “Click here.” Your open rates are high-performing, but your click-through rates are low. Which of the following is the most viable reason?

• You’ve sent emails without consent.
• Your CTA’s copy is generic.
• You’ve used segmentation improperly.
• You’ve forgotten to utilize personalization.

Question 172: Which of the following is NOT a variable you can test in an email marketing A/B test?

• Preview text
• Content length
• CTA size
• Contact time spent reading

Question 173: ‘A software that provides delivery infrastructure for email marketing’ describes which of the following terms?

• ISP
• CTA
• ESP
• SPF

Question 174: True or false? A subject line should aim to be as lengthy as possible.

• True
• False

Question 175: Select all that apply. As the privacy landscape in email marketing changes, what are important factors to keep in mind?

• Contacts are becoming more protective of their data but still want personalized buying experiences.
• Strong deliverability is easier to achieve as higher open rates can be obtained through bot opens.
• It’s important to not rely on open rates alone, as those can be unreliable, specifically with Apple users.
• Contacts are becoming more protective of their data, therefore personalized buying experiences are no longer a priority.

Question 176: Fill in the blanks: A customer makes a purchase from your company and submits the form with a box checked to receive marketing emails. This box was checked by default. You proceed to send them marketing emails. This can be described as ______ and ________.

• implicit consent, single opt-in
• implicit consent, double opt-in
• explicit consent, single opt-in
• explicit consent, double opt-in

Question 177: The role of copy in email marketing can be related to which of the following metaphors?

• A compass
• A driver’s license
• A designer comparing two different shades of white
• A recipe in a restaurant franchise

Introduction to HubSpot Email Marketing

HubSpot’s email marketing tools are quite robust and designed to help businesses of all sizes manage and optimize their email campaigns. Here are some key features and benefits of using HubSpot for email marketing:

Key Features:

1. Drag-and-Drop Email Editor: HubSpot offers a user-friendly email editor that lets you create and design emails without needing any coding skills. You can choose from various templates or build your own from scratch.
2. Personalization: You can personalize emails based on contact properties, past behaviors, and other data. This helps in making the content more relevant to each recipient.
3. Segmentation: HubSpot allows you to segment your contact lists based on various criteria, such as demographics, behavior, and engagement. This helps in targeting specific groups with tailored messages.
4. A/B Testing: You can run A/B tests to compare different versions of your email campaigns to see which performs better. This helps in optimizing subject lines, content, and calls-to-action.
5. Automation: HubSpot supports email automation, allowing you to set up workflows that send emails based on triggers like user actions or time delays. This is useful for nurturing leads and engaging with customers at the right moments.
6. Analytics and Reporting: Detailed analytics help you track the performance of your email campaigns, including open rates, click-through rates, bounce rates, and conversions. This data is valuable for refining your strategy.
7. Integration: HubSpot integrates with various CRM systems, social media platforms, and other tools, making it easier to manage your marketing efforts across different channels.
8. Responsive Design: Emails created with HubSpot are optimized for various devices, ensuring that they look good whether they’re viewed on a desktop or a mobile device.
9. Email Deliverability: HubSpot provides tools to help ensure your emails reach your recipients’ inboxes, including features for managing unsubscribes and handling bounced emails.

Benefits:

• Ease of Use: The platform’s intuitive interface makes it accessible for users with varying levels of technical expertise.
• Scalability: HubSpot’s tools can scale with your business, whether you’re just starting out or managing large-scale campaigns.
• All-in-One Solution: Combining email marketing with HubSpot’s CRM and other marketing tools offers a comprehensive approach to managing customer relationships and marketing efforts.
• Support and Resources: HubSpot provides extensive resources, including tutorials, webinars, and a support team to assist with any issues.

Overall, HubSpot’s email marketing platform empowers businesses to create engaging, personalized email campaigns, automate workflows, and analyze performance to drive better results and ROI.

HubSpot Inbound Certification Exam Answers

Question 1: What is the buyer’s journey?

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

Question 2: If your content is focused on the different solutions to your buyer persona’s problem, where would that content fit into the buyer’s journey?

• Awareness
• Consideration
• Decision
• All of the above

Question 3: Which departments should be involved in creating content?

• All departments
• Just marketing
• Just marketing and sales
• All customer-facing departments

Question 4: True or false? Most buyers start researching potential solutions before they meet with a salesperson.

• True
• False

Question 5: True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.

• True
• False

Question 6: Fill in the blank: Your __________ is your strongest acquisition lever.

• content library
• current customer base
• inbound tool stack
• sales-qualified leads

Question 7: What are the stages in the inbound methodology?

• Get Found, Convert, Analyze
• Attract, Engage, Close
• Attract, Engage, Delight
• Attract, Convert, Close, Delight

Question 8: True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services.

• True
• False

Question 9: 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 10: 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 11: Fill in the blank: Inbound is about _____ with the world.

• sharing your brand
• expressing your opinions
• sharing your knowledge
• building a brand

Question 12: True or false? As buying behavior changes, the inbound philosophy will also evolve.

• True
• False

Question 13: The inbound methodology is a circle. What does it represent?

• funnel
• obelisk
• flywheel
• cyclone

Question 14: Which place is recommended for the storage of your prospect’s information?

• A knowledge base
• A notepad
• A CRM system
• An email provider

Question 15: True or false? It’s a best practice to gate and deliver the majority of your content over live chat.

• True
• False

Question 16: Which of the following is NOT true about a flywheel?

• Flywheels store momentum.
• Flywheels represent a circular process rather than a linear one.
• Flywheels are able to stand unsupported for an indefinite amount of time.
• Flywheels accelerate as you add more energy to them.

Question 17: True or false? Every customer has to have a fantastic experience in order for your company’s flywheel to accelerate.

• True — even a single unhappy customer will scare away potential customers, so you need to hold your teams to a standard of pleasing every single customer they work with.
• True — if you aren’t providing a flawless customer experience to every one of your customers, you aren’t operating a flywheel company.
• False — not all customers are going to be happy all the time, but your flywheel can counteract their unhappiness by increasing the total size of your customer base.
• False — thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible, even to your most difficult customers.

Question 18: How can you apply flywheel thinking to your company’s budget?

• By investing as much money into things that drive customer happiness—such as support teams and product improvements—as you do into acquiring new customers through marketing and sales.
• By making sure funds are evenly distributed to each section of the flywheel. Marketing, sales, and customer support should each have equal proportions of the overall budget.
• If your flywheel is truly successful, you won’t need to allocate resources to marketing at all because customer word-of-mouth will provide all of your new prospects.
• If your flywheel ever slows down, you can speed it back up by funding more customer discounts.

Question 19: In a flywheel business, which of the following is the most important source of new prospects?

• Marketing
• Sales
• Advertisements
• Word-of-mouth

Question 20: What is the relationship of funnels and flywheels to each other?

• The flywheel replaces all funnels.
• A flywheel and a funnel represent the same basic premise.
• Individual funnels can be interconnected within a flywheel.
• Creating a flywheel is the first step in developing a robust funnel.

Question 21: How can thinking of your business as a flywheel foster cross-team collaboration?

• If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.
• It’s impossible for a funnel to apply to multiple teams.
• Funnels inevitably cause friction between teams.
• A flywheel replaces the standard org chart by showing each individual employee and team their relationship to every other employee and team.

Question 22: What is the relationship between the inbound methodology and the concept of a flywheel?

• The inbound methodology has arrows to show the direction your flywheel should spin.
• The inbound methodology is shown as a circle. It presents the flywheel that will drive your businesses growth.
• The only way to make your company operate like a flywheel is to use inbound techniques.
• The inbound methodology represents a funnel that exists in one part of your company’s flywheel.

Question 23: Which of the following is the best way to align a company’s employees around a single purpose?

• Defining a culture that encourages employees to focus on fulfilling the company’s purpose
• Holding regular training sessions to remind employees what the company’s purpose is and teach them what they need to do to fulfill it
• Having a randomly selected employee recite the company’s purpose verbatim at the beginning of every meeting
• Adding the company purpose to every employee’s email signature

Question 24: Which of the following is NOT a key part of a company’s culture?

• The company’s mission
• The company’s values
• What customers say about the company
• The way employees behave when unsupervised

Question 25: What is Jobs Theory?

• A framework for defining internal job titles and descriptions.
• The idea that a company should only have as many employees as it has “vital, relevant jobs” to do.
• A method for understanding why people buy certain products and services.
• A management system created by Steve Jobs.

Question 26:  When you use Jobs Theory to develop a timeline of events, where does that timeline start?

• The first time a potential employee hears about your company.
• The first time a potential customer realizes they have a need.
• The day your company was founded.
• The day you were hired into your current role.

Question 27: According to Jobs Theory, which of the following is an example of a job story?

• Our customers buy our product because it helps them feel more confident in social situations.
• When I’m on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.
• XYZ, Inc. was founded in 1902 in Paris, France as a manufacturer of electric generators. Over the past century, they’ve grown from a regional manufacturer into an international power solutions leader.
• Our support team is responsible for helping customers find the answers they need as quickly as possible.

Question 28: Which of the following is NOT a “job dimension” that Jobs Theory might uncover?

• Demographic information
• Functional requirements
• Financial requirements
• Personal identity

Question 29: How does your company’s purpose affect “back office” teams (accounting, legal, etc.)?

• Your back office teams should define and maintain your company’s purpose and find ways to share it with the rest of the company.
• Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.
• Back office teams should be aware of your company’s purpose but will not be affected by it directly.
• Back office teams should audit customer-facing teams to ensure the company’s purpose is being fulfilled.

Question 30: Which of the following best describes a buyer persona?

• A list of demographic information that correlates with an interest in buying your product
• An individual prospect that your company has identified as a good fit for your offering who will likely be receptive to outreach from your teams
• A description of your ideal buyer that sounds like it’s talking about an individual person but is based on aggregated information about your target market
• A sentiment analysis of a prospect that tells you how cooperative they’ll be during the sales conversation

Question 31: Who at your company will buyer personas most benefit?

• The marketing department because buyer personas are primarily a marketing tool.
• The sales team because buyer personas are primarily meant for qualifying leads.
• All customer-facing teams because a good buyer persona can provide value to marketing, sales, and services.
• Executive leadership because a good buyer persona will rally the company around the leadership’s vision of the ideal customer.

Question 32: Who should be involved in creating your buyer personas?

• Marketing should create your buyer personas because they have the most data about prospects.
• Services should create your personas because they have the most data about customers.
• Your executive leadership should create your buyer personas because they best understand the company vision.
• Anybody who interacts with your customers, directly or indirectly, should be invited to give input.

Question 33: What is the role of “back office” teams (accounting, legal, etc.) in creating buyer personas?

• Back office teams don’t need to be involved in creating buyer personas, but they should understand and accept the finished personas.
• Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.
• Back office teams should own the buyer persona creation process because they are less biased than customer-facing teams.
• Back office teams shouldn’t be involved with buyer personas at all because they don’t interact with customers directly.

Question 34: True or false? There should be one person who is tasked with creating and maintaining your buyer personas.

• True — you need to get input from as many people as possible, but you should have one person who is accountable for making sure personas are created and maintained.
• True — having more than one person involved in the creation process can lead to inconsistencies within a single persona.
• False — if one person is in charge of personas, their point of view will be disproportionately represented in the personas they produce.
• False — personas should be created and maintained by a cross-functional task force that operates with a flat structure where no one member of the team has any more authority or responsibility than any other team member.

Question 35: What is the relationship between your company’s purpose and your buyer personas?

• Your company’s purpose is created by combining your buyer personas together into a single company persona.
• Your company’s purpose describes the culture your employees experience while buyer personas describe your company’s responsibility to customers.
• The people who buy from your company (personas) are the only ones who understand the mission your company is trying to accomplish (purpose).
• Having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas).

Question 36: What kinds of information does your marketing team likely need included in a persona?

• The number of people represented by that persona that they need to bring to the website each month
• How the persona finds answers to problems and how they prefer to be communicated with
• The persona’s first name and email address so that they can be sent personalized marketing emails
• The size of the target market represented by each persona

Question 37: What kinds of information does your sales team likely need included in each persona?

• The size of the target market represented by each persona
• The full name, title, and direct phone number of the persona so that they can reach out and initiate a sales conversation
• The goals and challenges the persona typically has that your product can help with
• Their quota for the number of sales they need to close with that persona each quarter

Question 38: What kinds of information does your customer service team likely need included in each persona?

• Their service level agreement (SLA) when serving people who match that persona
• The percentage of your customer base represented by that persona
• The persona’s full contact information and purchasing history so that they know how to respond to service calls from them
• The parts of your offering that the persona likes most and least

Question 39: If a sales rep is speaking with a specific person and discovers that the person doesn’t exactly match their assigned persona, what should the sales rep do?

• Rely on the information in the persona and ignore apparent differences. Personas often contain information that people don’t know about themselves and should be trusted over anything the individual person says.
• Focus on serving the person using the information they provide even if it doesn’t match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.
• Send the person back to marketing. Marketing will nurture the person until they’re more qualified for sales outreach and match their persona more closely.
• Create a new persona. In order for personas to be as accurate as possible, your team may need to have almost as many personas as you have prospects, leads, and customers

Question 40 : When it comes to goal setting, what are objectives?

• Objectives are statements that define the quantitative outcome of your goal.
• Objectives are statements that define the qualitative outcome of your goal.
• Objectives are statements you use to benchmark and monitor the progress toward your key result.
• Objectives are statements you use to benchmark the performance of every individual contributor.

Question 41: When it comes to goal setting, what are key results?

• Key results are how you quantitatively benchmark and monitor how you get to the objective.
• Key results are how you qualitatively benchmark and monitor how you get to the objective.
• Key results are statements you use to benchmark the performance of every individual contributor.
• Key results are reports that explain how you know how your competitors are performing.

Question 42: What is the three horizon framework?

• The three horizon framework is the sun’s relative position to the earth at any point of the day.
• The three horizon framework is a way to allocate stock in your business’s investment portfolio.
• The three horizon framework is a performance plan that enables you to see the best and worst performers on your team.
• The three horizon framework is a way to conceptualize what your business wants to accomplish in the short term, mid term, and long term.

Question 43: In the three horizon framework, what does horizon one symbolize?

• The initiatives you take to power short-term success
• The initiatives you take to power mid-term success
• The initiatives you take to power long-term success
• The initiatives you choose to omit or de-prioritize or de-prioritize

Question 44: In the three horizon framework, what does horizon three symbolize?

• The initiatives you take to power short-term success
• The initiatives you take to power mid-term success
• The initiatives you take to power long-term success
• The initiatives you choose to omit or de-prioritize

Question 45: True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.

• True
• False

Question 46: What’s the maximum number of top priorities a company should have at any given time?

• 5-6
• 7-8
• 2-3
• 9-10

Question 47: Fill in the blank: You can attract people by using _________ to create content and experiences.

• a contact database
• external thought leaders
• your expertise
• sales reps’ knowledge

Question 48: In the engage stage what do you collect from an individual?

• goals
• first name
• information
• email address

Question 49: What could a marketer use in the engage stage to engage with different segments of their audience?

• Ad retargeting
• Calling
• Pillar pages
• All of the above

Question 50: True or false? The buyer’s journey is only used by your marketing team.

• True
• False

Question 51: What is the relationship between a company’s profits and its purpose?

• A company’s purpose is to generate profits.
• A company’s profits enable it to fulfill its purpose.
• A company’s profits distracts from its purpose.
• A company’s purpose drives profits.

Question 52: How is your product’s “job to be done” tied to your customer’s personal identity?

• Your customer wants your product to reflect what they believe about the world.
• You have to understand a customer’s personal identity in order to understand the job they’re hiring your product to do.
• By researching the job your product does, you’ll better understand the identity of your customer.
• By researching your customer’s personal identity, you’ll uncover the job they’re trying to get done.

Question 53: Your friend is starting a company and wants to identify the job their product will do for people. What advice would you give them?

• Make your best guess based on the reason you’re starting your company.
• Wait until you have at least 100 customers, and then interview 10 or 12 of them.
• Put a plan in place to interview your first few customers soon after they buy from you.
• Ask customers of your competitors why they bought the products they did.

Question 54: Why is it important to make sure the people buying your product are happy?

• Happy customers generate more customers through word-of-mouth recommendations.
• Word-of-mouth from unhappy customers can prevent potential customers from buying.
• Happy customers are more likely to become repeat customers.
• All of the above

Question 55: True or false? If you want to think of your company as a flywheel, you shouldn’t think of your sales process as a funnel.

• True
• False

Question 56 : How can thinking of your business as a flywheel improve the handoff between sales and services?

• By merging the sales and services teams into a single team
• By giving more visibility into the steps involved to make the handoff go smoothly
• By having salespeople take on post-sale responsibilities
• By providing more granular reporting during the sales process

Question 57: Fill in the blank: During the attract stage of the inbound methodology, an inbound business focuses on __________________. (Choose all that apply.)

• becoming a trusted advisor to a prospect
• attracting prospects and customers through relevant and helpful content
• immediately adding value to a prospect’s buyer’s journey
• exceeding a prospect’s expectations in the buying process so that they’ll want to tell their friends and family about your company

Question 58: Fill in the blank: _________ of consumers have discontinued communications with a company because of irrelevant promotions or messages.

• 94%
• 74%
• 77%
• 85%

Question 59: Fill in the blank: _________ of customers will never do business with a company again after one negative experience.

• 61%
• 46%
• 51%
• 34%

Question 60: What is the relationship between a company’s profits and its purpose?

• think
• research
• purchase
• experiment

Question 61: 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 62: Fill in the blank: The inbound methodology is a ____________.

• Funnel
• Obelisk
• Flywheel
• Cyclone

Question 63: Which of the following is a problem with thinking of your business as a funnel?

• Movement through a funnel immediately stops when things stop flowing into the top of the funnel.
• The shape of a funnel doesn’t match the actual shape of a conversion chart.
• There are many different kinds of funnels, each with its own shape.
• When you pour liquid into a funnel, some of the liquid will stick to the sides of the funnel instead of coming out the bottom.

Question 64: Who is responsible for delighting prospects and customers?

• Services
• Marketing and Services
• Sales and Services
• Marketing, Sales, and Services

Question 65:  Which of the following is NOT a reason to think of your business as a flywheel?

• Flywheels store momentum.
• Flywheels represent a circular process rather than a linear one.
• Flywheels are able to stand unsupported for an indefinite amount of time.
• Flywheels accelerate as you add more energy to them.

Question 66: What are the five inbound principles?

• Standardize, Contextualize, Optimize, Personalize, Empathize
• Standardize, Conceptualize, Optimize, Personalize, Empathize
• Standardize, Contextualize, Organize, Personalize, Empathize
• Standardize, Contextualize, Optimize, Prioritize, Empathize

Question 67: True or false? When you standardize, you’re creating a single standard answer that has no variations.

• True
• False

Question 68: Why is it common for companies to think of themselves in terms of a funnel?Why is it common for companies to think of themselves in terms of a funnel

• Because flywheels were only recently invented, but funnels have been around for much longer.
• Because funnels are powered by gravity, just as businesses are anchored by revenue.
• Because companies that don’t use the inbound methodology are inherently funnel-shaped.
• Because many business charts show conversion rates, and those charts are often shaped like a funnel.

Question 69: How can you apply flywheel thinking to your companyâs budget?

• By investing as much money into things that drive customer happiness—such as support teams and product improvements—as you do into acquiring new customers through marketing and sales.
• By making sure funds are evenly distributed to each section of the flywheel. Marketing, sales, and customer support should each have equal proportions of the overall budget.
• If your flywheel is truly successful, you won’t need to allocate resources to marketing at all because customer word of mouth will provide all of your new prospects.
• If your flywheel ever slows down, you can speed it back up by funding more customer discounts.

Question 70: Which of the following is NOT something you would take into account when contextualizing information?

• What actions have happened prior to this point
• What activities brought someone to this point
• What your product/service best attributes are
• What type of question is being asked, and how the prior actions and activities influenced the current situation

Question 71: When it comes to inbound best practices, you personalize for:

• Comfort
• Clarity
• Creativity
• Impact

Question 72: Fill in the blank: You standardize for ______________.

• Quality
• Simplicity
• Explanation
• Consistency

Question 73: Fill in the blank: When optimizing your content for clarity, your goal is to ______________.

• Leverage the strengths of a given channel and remove its weaknesses
• Leverage the strengths of a given channel and mitigate its weaknesses
• Leverage the weaknesses of a given channel with content
• Leverage the strengths and weaknesses of a given channel

Question 74: Why do the inbound principles exist?

• The principles define inbound
• The principles can be used instead of the methodology
• The principles connect the methodology with the resources of inbound
• The principles are aspirational goals

Question 75: Fill in the blanks: You ________ have to provide the _________ right response, before delivering the __________ correct information.

• Never, emotionally, factually
• Often, emotionally, factually
• Rarely, emotionally, factually
• Don’t, factually, emotionally

Question 76: What does a knowledge strategy allow you to do?

• Identify questions that might be asked
• Identify topics you need to have information on
• Identify topics you may have information on, and what types of questions may be asked
• Identify content for your blog and marketing pages that would be used to generate leads

Question 77: In the three horizon framework, what does horizon two symbolize?

• The initiatives you to take to power short-term success
• The initiatives you take to power mid-term success
• The initiatives you take to power long-term success
• The initiatives you choose to omit or de-prioritize

Question 78: True or false? Every business exists primarily to create profits.

• True — A business might have other goals it wants to achieve, but its leaders must be focused on profits first in order to achieve those other goals.
• True — A business only exists to create profits for the people it employs.
• False — Businesses should not think about profits at all. Instead, they should find a higher purpose to fulfill.
• False — Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.

Question 79: True or false? Objectives typically have a designated time period, while key results can be long lived.

• True
• False

Question 80: What is the buyer’s journey?

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

Question 81: Fill in the blank: Inbound is knowledge _________.

• Awareness
• Activation
• Monetization
• Optimization

Question 82: True or false? It is a recommended best practice to gate and deliver majority of your content over live chat.

• True
• False

Question 83: What does CRM stand for?

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

Question 84: You’ve joined a startup company. Before building out your content strategy, you’ll need to develop your company’s primary buyer persona. What’s the appropriate order for developing the buyer persona for your startup?

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

Question 85: A customer who recently purchased your product realizes that it’s not the right solution for the problem they were trying to solve. He would like to return the product. Which stage of the buyer’s journey is your customer in?

• Awareness
• Consideration
• Decision
• None of the above

Question 86: You’ve been tasked with helping to research your organization’s buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?

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

Question 87: True or false? Buyer personas are effective for all organization types.

• True
• False

Question 88: A website visitor is reading the blog post you published last month. They’re intrigued by the call-to-action that you have at the bottom of your post, so they decide to click it and are redirected to a form which they fill out and submit. Which Inbound Methodology stage is being described in this scenario?

• Attract
• Convert
• Close
• Delight

Question 89: Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is ______-centric.

• marketer
• customer
• sales
• company

Question 90: What are the four stages of the Inbound Methodology?

• Attract, Convert, Close, and Delight
• Awareness, Consideration, Decision, and Delight
• Find, Engage, Convert, and Nurture
• Identify, Connect, Explore, and Advise

Question 91: What is the definition of a buyer persona?

• A semi-fictional representation of your ideal customer based on real data and some select educated speculation
• A lead in your database
• A true view of your personas
• A completely fictional representation of your ideal customer based on real data and some select educated speculation

Question 92: True or false? In the context of inbound, buyer personas and ideal buyer profiles are the same thing.

• True
• False

Question 93: Optimizing your content helps improve __________.

• reach
• engagement
• conversions
• All of the above

Question 94: 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 95: If you’re looking for a place to start with creating topic clusters and pillar pages, consider deconstructing your existing awareness- or consideration-stage offers into 10x content pillar pages.

• True
• False

Question 96: True or false? Social media is a key driver for word-of-mouth marketing.

• True
• False

Question 97: True or false? You should only create video content if you have a high-quality camera and lights.

• True
• False

Question 98: Fill in the blank: When creating a content offer, use _________ to determine the best content offer format.

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

Question 99: What are the steps of conversion optimization?

• Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.
• Define your objective, establish your baseline, form a hypothesis, design your tests, analyze your data.
• Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.
• Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.

Question 100: True or false? Conversion optimization is NOT an iterative process.

• True
• False

Question 101: What is conversion optimization?

• Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.
• Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.
• Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
• Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.

Question 102: What are the steps for creating a conversion path?

• Attract, convert a lead, close a deal, and delight a customer.
• Create awareness, determine your end point, chart your course, and analyze.
• Create awareness, determine your end point, chart your course, build a ship, ahoy matey.
• Create awareness, chart your course, optimize, convert a qualified lead.

Question 103: True or false? If you have an ideal customer profile, you don’t need buyer personas.

• True
• False

Question 104: True or false? Each prospect who comes to your website for the first time is always in the Awareness stage of the buyer’s journey.

• True
• False

Question 105: True or false? When starting out, make sure you are engaging with customers on every single social media channel.

• True
• False

Question 106: Define a conversion path.

• The method by which you encourage someone on your site to move down your funnel.
• The method by which you encourage someone to visit your site from social media.
• The method by which you encourage someone to spend 30 minutes or more on your website.
• The method by which you encourage someone to read your well-crafted automated email.

Question 107: This call-to-action isn’t performing as well as it should. What is the first thing to assess about the call-to-action?

• The offer and its relevance to the page content
• The placement of the call-to-action on the page
• How the design does or does not grab attention
• Whether or not the call-to-action has an action verb

Question 108: What is the main purpose of a landing page?

• To capture a visitor’s information via a form
• To deliver an offer that a business is promoting
• To promote an offer on a website page, blog post or email
• To help nurture leads in order to turn them into customers

Question 109: 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 110: Fill In The Blank: __________ Allows You To Understand What Users Want, Care About, And Interact With On Your Site By Visually Representing Their Clicks, Taps, And Scrolling Behavior.

• Hotjar
• Google analytics
• Quora
• Buzzsumo

Question 111: True or False: Responsive design relies on predefined screen sizes.

• True
• False

Question 112: When designing site architecture and navigation, whose experience should be the primary consideration?

• The designer
• The visitor
• The marketer
• The salesperson

Question 113: Fill in the blank: While most pages should be optimized for user interaction, responsive blogs should be first optimized for _________.

• easy sharing.
• fast-loading images.
• readability.
• shorter content.

Question 114: Fill in the blank: _______________ is a friendly, harmonious relationship; a relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.

• Friendship
• Professionalism
• Communication
• Rapport

Question 115: What is the definition of lead nurturing?

• The process of building relationships with your prospects with the goal of earning their business when they’re ready
• The process of building relationships with leads specifically to convert them for the first time
• The process of developing your sales relationships
• The process of developing your relationships through inbound service

Question 116: 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 117: 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 buyer personas.
• To identify ways to differentiate your offering from your chief competitors’ offerings.

Question 118: 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 119: True or false? An inbound sales approach is necessary because the world has changed and salespeople need to adapt to new technologies and buying patterns.

• True
• False

Question 120: True or false? As an inbound sales representative, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.

• True
• False

Question 121: 60% of a buyer’s purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?

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

Question 122: True or false? Having an inbound sales strategy is important because of changes made by the invention of the internet.

• True
• False

Question 123: You want to improve your customer experience processes and your products to ensure you’re focused on delight. Which should you do to get the largest, most representative sample?

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

Question 124: When should you focus on delighting people?

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

Question 125: What is social listening?

• Having conversations with individuals talking about your industry, brand, products, and services
• Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
• Tracking, analyzing, and responding to conversations across the internet
• Participating in art, music, and government

Question 126: True or false? Social Content is only used during the attract and delight stages of the inbound methodology.

• True
• False

Question 127: Fill in the blank: ______________ are people who respond to the NPS with a score between 0 and 6.

• Promoters
• Passives
• Detractors

Question 128: Imagine you surveyed 100 training attendees. If 10% were detractors, 30% were passives, and 60% were promoters, what would your NPS be?

• 30
• 40
• 50
• 60

Question 129: True or false? NPS is calculated by subtracting the detractors percentage from the passives percentage.

• True
• False

Question 130: True or false? To ensure that search engines understand your website page, it’s necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.

• True
• False

Question 131: True or false? An effective conversion path must include a landing page.

• True
• False

Question  132: 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 133: What are the three core tenents of inbound?

• Human, Helpful, Holistic
• Goal, Guide, Grow
• Attract, Engage, Delight
• Marketing, Sales, Services

Question 134: True or false? A call-to-action must be a button.

• True
• False

Question 135: Which of the following is NOT a lead nurturing tactic?

• Lead scoring
• Targeted content
• Marketing qualification matrix
• Multi-channel

Question 136: What are the phases of an inbound sales strategy?

• Attract, Convert, Close
• Identify, Connect, Explore, Advise
• Educate, Guide, Grow
• Attract, Guide, Sell, Close

Question 137: Fill in the blank: ____________ is the process of listening to customer feedback about their experience using a product or service, sharing results within the organization, and interpreting feedback to improve customer experience and retention.

• Voice of the customer
• Social listening
• Inbound services
• Customer personas

Question 138: Which of the following delight terms is considered to be reactive to your customers’ needs?

• Customer service
• Customer support
• Customer success

Question 139: What are the phases for the inbound sales framework?

• Engage, Guide, Grow· 
• Attract, Convert, Close, Delight·
• Help, Empower, Delight·
• Engage, Empower, Delight, Grow

Question 140: True or false? A website page should always have three goals. There should be one primary goal and two secondary goals.

• True
• False

Question 141: True or false? Most buyers are naturally trusting of salespeople.

• True
• False

Question 142: True or false? An inbound sales strategy aims to connect with buyers when they’re in the decision stage of the buyer’s journey.

• True
• False

Question 143: Which of the following is the best technique for helping people progress through the buyer’s journey?

• View the journey from the buyer’s perspective and focus on the tasks they need to accomplish
• Set goals based on the commission you want to earn this month
• Don’t push people. If a prospect is moving slowly, move on to someone else.
• Follow up multiple times a day

Question 144: Which is true about content and its relationship with the Inbound Methodology?

• Content is needed to attract people to your site.
• Content is needed to attract visitors and convert them into leads.
• Content is needed to close leads into customers and turn customers into promoters.
• All of the above

Question 145: True or false? Delight is only about the customer experience your service delivers.

• True
• False

Question 146: What are the principles of inbound? (Choose all that apply.)

• Personalize for impact.
• Energize for consistency.
• Synergize for gratuity.
• Empathize for perspective.

Question 147: How many customers do you need to interview to identify the job your product does?

• 1
• 2 or 3
• 5 to 10
• A minimum of 10

Question 148: Which of the following are principles of inbound? (Choose all that apply.)

• Personalize for impact.
• Energize for consistency.
• Synergize for gratuity.
• Empathize for perspective.

Introduction to HubSpot Inbound

HubSpot Inbound refers to a marketing and sales methodology developed by HubSpot, a company known for its CRM and marketing software. The Inbound methodology focuses on attracting customers through valuable content and experiences tailored to their needs and interests, rather than pushing products or services through traditional outbound marketing tactics.

Here’s a brief overview of the core principles of HubSpot Inbound:

1. Attract: Draw potential customers to your business by creating helpful and relevant content. This could include blog posts, social media updates, and optimized website content that answers questions or solves problems for your target audience.
2. Engage: Once you’ve attracted visitors, the next step is to engage with them. This involves nurturing leads by providing additional content, personalized emails, and other interactions that help move them through the buyer’s journey.
3. Delight: After converting leads into customers, focus on delighting them to build long-term relationships and encourage repeat business. This can involve excellent customer service, ongoing support, and additional content that helps customers get the most out of your products or services.
4. Analyze and Improve: Continuously monitor and analyze your inbound efforts to understand what’s working and what isn’t. Use this data to refine your strategies and improve your approach over time.

HubSpot provides a suite of tools and software designed to support these principles, including features for content management, social media marketing, email marketing, lead generation, and analytics. The goal is to create a seamless, automated experience that aligns with the needs and behaviors of your target audience.

HubSpot Social Media Marketing Certification Exam Answers

Question 1: Which of the following is NOT a benefit of having a social media strategy?

• Social media helps you expand your other marketing efforts.
• Social media helps you attract buyers.
• Social media helps you send better emails.
• Social media is a key driver for word-of-mouth marketing.

Question 2: True or false? A buyer persona is as important as business objectives when developing a social media strategy.

• True
• False

Question 3: On which social network should you share content most frequently?

• Facebook
• LinkedIn
• Twitter
• Pinterest

Question 4: True or false? Social listening can help you find leads.

• True
• False

Question 5: Fill in the blank: Instagram stories are a great way to _____________.

• demonstrate complex concepts quickly and easily
• directly message a customer to answer a question
• deliver video podcasts
• drive traffic and engagement

Question 6: True or false? It’s necessary to conduct a social media audit every 2–3 years.

• True
• False

Question 7: What Is A Social Media Audit?

• A hard look at the data from all your social accounts and the social conversations about your brand and your competitors
• A method to direct your audience in all channels to the best way they can have a conversation with you
• A way to reach your customers and prospects in unprecedented ways, with greater reach and more specific targeting than ever before
• A tool to look for unhappy customers of a competitor and reach out with an offer to help, thus generating leads

Question 8: Which KPI is most likely to be a vanity metric?

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

Question 9: True or False? In social media, a service level agreement (SLA) refers to how much time passes between when a customer reaches out and when the company responds.

• True
• False

Question 10: True or False? You should revisit your KPIs every 18 months.

• True
• False

Question 11: What is the biggest challenge that most social media practitioners have?

• Hiring the right number of people
• Developing the right amount of content
• Getting executive buy-in for social ideas
• Retaining customers

Question 12: True or False? The Holistic model is the most common social team structure used by organizations today.

• True
• False

Question 13: Which of the below is not one of the five types of social media models?

• Distributed
• Dandelion
• Holistic
• Hub and Spoke

Question 14: Why do stakeholders matter as you begin to develop your team structure?

• Stakeholders help you plan for the future.
• Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders.
• Stakeholders help you decide if you need to develop a team to help you do social advertising.
• Stakeholders help you determine how social media for your company will change in the next year, three years, or five years.

Question 15: Why would you want a service to help you manage and discover influence?

• To help you discover what hashtags are working the best
• To determine which channels are the most important
• To know what type of customer information to regularly monitor
• To identify individuals who have the biggest following and high social clout

Question 16: True or false? The best way to choose the right social media tool is to think about your business goals, then narrow down your choices based on that goal criteria.

• True
• False

Question 17: What do senior leaders care about when it comes to your social media plan? Choose all that apply.

• Sentiment
• Competitive advantage
• Click-through rates
• Customer satisfaction
• Number of social followers

Question 18: How can social media listening increase customer advocacy?

• Responding only to positive social posts and re-sharing them tells the rest of your followers how great you are.
• Responding only to negative social posts with helpful, knowledgeable responses shows that you care.
• Responding to social posts—whether they’re positive or negative— shows that you’re listening, and your customers are being heard.
• Responding to a social post within one hour shows that your company is full of social- savvy whipper snappers

Question 19: When it comes to social listening, how do you know which social networks to start with?

• Start with the social networks your buyer personas use to learn about and interact with brands.
• Facebook has over two billion monthly active users, so start there.
• Create an account on all of them, and see which ones your audience gravitates towards.
• If you haven’t started your social presence by now, unfortunately it’s too late.

Question 20: Why Should You Be Careful About Monitoring Competitors?

• Your competitors can tell when you’re monitoring them, and they may get offended and retaliate.
• It’s easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer.
• Competitors aren’t the only reason people don’t buy your product or service.
• Competitive intelligence is best used for highly competitive markets only.

Question 21: How can social media monitoring inform your sales and product teams?

• Your competitors’ marketing material can be copied and used for your own product or service.
• Your product team can explain to customers exactly why they built that feature a certain way.
• Your sales team can listen to their closed/won deals and find great upsell opportunities via social listening.
• Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer’s needs.

Question 22: Why do you need to develop a business case for a new social monitoring technology?

• It’s an important skill for professionals to be able to analyze and communicate the return on investment expected from their requested budget.
• So that after the investment is made, you can go back and see whether it has lived up to expectations.
• To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you’ll realize that value.
• Social monitoring technology is particularly expensive and difficult to determine a return on investment.

Question 23: What should you do if your competitor has a big public blunder?

• Send my sales team to follow up with every negative post about the incident so that we can take this opportunity to win their business.
• Amplify the competitor’s blunder, telling your followers “See this? We would never do this.”
• Maintain a helpful approach and have empathy for the company’s missteps. Reply thoughtfully and empathetically to posts where appropriate.
• Stay completely silent and make sure your company never experiences the same thing.

Question 24: Why Are UTM Parameters So Valuable To Your Social Listening And Monitoring Program?

• They help my pages load faster via social networks.
• They track who initially shared my company’s content out on social media.
• They allow me to track where traffic is coming from on social media.
• They’re really just a nice-to-have for big marketing campaigns.

Question 25: True or false? Social media helps people feel INFORMED by helping them learn new things, stay up to date on topics that matter to them, and discover new ideas and trends.

• True
• False

Question 26: Visual images are usually things like ________. Choose all that apply.

• photos
• infographics
• animated GIFs
• illustrations

Question 27: “Real-time marketing” refers to:

• Developing content on the fly for local, national, or global events happening online or offline.
• Developing content on the fly for local, national, or global events happening online only.
• Developing content on the fly for local, national, or global events happening offline only.
• Developing content and publishing it in the time zone where the majority of your target audience resides

Question 28: Let’s Say You Conduct A Content Audit On Your Competitors And See That They’re Having Success With Live Video, But You Haven’t Really Tried Live Video Yet. What Might You Do?

• Give up – they’ve already won the space, and it’s doubtful you can catch up at this point.
• Immediately start doing live video on every channel to take back your audience.
• Test out live video on different channels, and see how your audience responds.

Question 29: If you don’t have your _____________ in mind as you’re developing content and social campaigns, then you probably aren’t using social as effectively as you could be.

• competitors
• revenue targets
• business goals and buyer personas
• budget

Question 30: True or false? You should make sure experimentation is ingrained in your strategic plan.

• True
• False

Question 31: When developing your brand’s tone, _______ is key.

• timing
• budget
• context
• personality

Question 32: True or false? Jumping onto an unrelated hashtag to promote your material is spammy.

• True
• False

Question 33: True or false? The longer your social posts, the more likely that content will be seen and re-shared.

• True
• False

Question 34: Which of the following is NOT an example of active language you should use on a call-to-action?

• Subscribe here”
• “Donate”
• “More here”
• “Watch”

Question 35: True or false? Curating content means publishing someone else’s content as if it were your own.

• True
• False

Question 36: Posting curated content on social shows your audience you’re committed to:

• Creating value for them.
• Posting only your own content.
• Re-posting all the content that they share with you.

Question 37: What do we mean when we say you should post an “80/20 mix” on social media?

• 20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations.
• 80% of your social content should promote your brand, and 20% of your social content should be anything that truly interests your audience and engages them in conversations.
• 20% of your social content should be video that interests your audience, and 80% should be content that promotes your brand.

Question 38: True or false? If you’re posting the same content across different channels, make sure you post them simultaneously—on the same days and at the same times.

• True
• False

Question 39: Which one of the following is NOT a way that UGC can help marketers?

• Provide social proof and amp up your credibility
• Boost SEO
• Enable you to get past ad blockers because the content doesn’t come through like a typical ad
• Extend your budget
• Provide deep insight into the effectiveness of your content mix

Question 40: True or false? 12% of people generate 70% of the impact online.

• True
• False

Question 41: Which type of influencer might be primarily behind the scenes in your marketing campaign?

• Micro-influencers
• Celebrity
• Local
• Content creators
• Industry influencers

Question 42: Which of the below is NOT one of the three factors determining how an influencer can impact behavior?

• Relevance
• Reach
• Resonance
• Recognition

Question 43: True or false? A channel takeover, such as letting an influencer run your Instagram or Twitter handle for a day, is a good idea for brands.

• True
• False

Question 44: Why should you trust the influencer and give them creative license?

• They’re famous.
• They understand their audience and what they want.
• They might sabotage your brand if you don’t let them do things their way.
• They might enlist their famous friends to help your brand.

Question 45: True or false? Your campaign should also help the influencer build authority and further their own content or reach.

• True
• False

Question 46: Why is user-generated content (UGC) so important? Choose all that apply.

• UGC helps brands understand their target audience.
• UGC improves site engagement and time spent on the website.
• UGC provides means for other users to connect, which then builds a stronger community.
• UGC is inherently peer reviewed, making it more trustworthy.

Question 47: True or false? “Earned” media is exposure your brand has paid for, e.g., advertising or promotions.

• True
• False

Question 48: Why is content moderation important for user-generated campaigns?

• To copy the content for use on the company website and in other advertising
• To engage the community and reward those who go above and beyond
• To police any incorrect usage of brand logos and assets
• None of the above

Question 49: Why should you talk directly with your social followers and prospects?

• Build your brand
• Increase customer loyalty
• Improve reputation
• All of the above

Question 50: True or false? One-to-one engagement doesn’t result in customers spending more.

• True
• False

Question 51: What is a Social Media Service Level Agreement (SLA)?

• A contract between a service provider and a customer regarding the scope of the in- person or over-the-phone service to be provided
• The agreement a company makes to commit to answering social media responses in a specific amount of time
• A confidentiality agreement that creates a legal obligation to privacy and compels those who agree to keep any specified information obtained in social media secure
• An agreement designed to regulate the relationship between a provider of social media marketing services and a client for those services

Question 52: True or false? When you use language in your social responses that is too casual, you lose the respect of your audience.

• True
• False

Question 53: What is social selling the inbound way?

• When a salesperson sends a direct message to a new follower with an offer or request to go to the company’s website
• When a salesperson provides value by offering thoughtful content and answering questions for prospects
• When a salesperson follows all a prospect’s social media channels and tags them with regular product offers
• When a salesperson supplements their social posts with digital advertising

Question 54: True or false? Canned messages are a quick and easy way to reach a wide audience in social media to find the right prospects.

• True
• False

Question 55: How much of the buyer’s journey is digital?

• 20%
• 52%
• 90%
• 67%

Question 56: When should a salesperson put forth the sales pitch in social media?

• After sufficient rapport has been built and the customer is looking for what you have to sell
• After a prospect follows them back on a social channel
• After the first casual conversation you have with the person in social media
• A month after you follow the prospect on social media

Question 57: True or false? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.

• True
• False

Question 58: Fill in the blank: “Facebook Ads is great for targeting based on _______, while Google Ads targets based on your audience’s ________.

• buyer stage; interests
• problems; ideas
• interests; intent

Question 59: An ad for your upcoming webinar on network security should lead people directly to ___________.

• a blog post on network security
• your home page
• a landing page where they can quickly sign up for the webinar
• your About Us page

Question 60: What is one of the major benefits of Facebook Lead Ads?

• Facebook will serve these ads on Pinterest in addition to Facebook.
• They only serve your ads to a small group of highly qualified people.
• The pre-filled form in Facebook makes it super easy for your audience to convert on—especially on mobile.
• They’re optimized for a desktop audience, which is proven to convert better than mobile users.

Question 61: The number of leads you generate that actually become paying customers is known as your ________.

• average conversion rate
• average lead-to-customer rate
• average revenue
• average lifetime value of a customer

Question 62: Which one of the below choices is NOT a reason you should be measuring your social media ROI?

• Prove the value of social media within your organization.
• Show how social media can impact all departments, ranging beyond Marketing and Sales to HR to Engineering to PR.
• Show influencers how enticing it would be to work with your company.
• Understand and measure brand reputation and gain control of that conversation.

Question 63: Why Do You Need To Use Leading Indicators Of Revenue Success When Calculating ROI On Your Social Media Strategy?

• It’s difficult to know how much revenue is generated from a sale that originates from a social media campaign.
• It can be months before you’ve closed new customers from a social media campaign.
• Understanding how you stack up to your competition can help you pivot and make better business decisions.
• Calculating ROI on social media is super hard to prove.

Question 64: True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.

• True
• False

Question 65: What’s the first step organizations and brands need to take when establishing a social media policy?

• Educate employees on the importance of having a social media policy for all team members within the organization.
• Reward the employees who are shining stars and are doing the right things on social media.
• Research best case studies for brands that are using social media policies effectively.
• Determine what not to do for social media policies for employees.

Question 66: What is NOT an example of a social media crisis?

• Employees going rogue on social media
• A celebrity posting an update that sparks outrage
• A hack into a Twitter account for a major brand
• These are all examples of a social media crisis.

Question 67: The _________ stage focuses on creating message maps and listening protocols on social media.

• preparation
• recovery
• response
• crisis

Question 68: True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage.

• True
• False

Question 69: There are certain actions that need to be taken into consideration for a social media crisis. What’s an action you should avoid?

• Pausing marketing emails
• Sending out promotional sponsored posts and tweets during a crisis
• Assessing the planned blogging and campaign schedule for appropriateness
• Creating a blog post to address the situation as needed

Question 70: True or false: Ephemeral stories are quick bits of content, both video and photo, often with fun filters and “stickers” that disappear after a short period of time (1-24 hours).

• True
• False

Question 71: Which Network Has The Longest Life For A Piece Of Content?

• Facebook
• LinkedIn
• Snapchat
• Pinterest

Question 72: True Or False? Simon Sinek Says That People Want To Buy What You Have. They Don’t Care About What You Believe.

• True
• False

Question 73: True Or False? Social Content Is Only Used During The Attract And Delight Stages Of The Inbound Methodology.

• True
• False

Question 74: Why Are Hashtags Helpful?

• To aid search, track campaigns, and to influence the creation of user-generated content
• To keep track of ephemeral content that disappears
• To demonstrate to executives the power of organic reach on a piece of content
• All of the above

Question 75: True Or False? Humanizing Your Brand Gives You A Competitive Edge Because People Like Making Connections, And They Like To Invest Their Time And Money In People They Can Relate To.

• True
• False

Question 76: Voice Refers To:

• The distinct and steady personality or style of your brand.
• A particular identity or image that’s regarded as an asset to a company.
• The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience.
• The set of human characteristics that are attributed to a brand name.

Question 77: True Or False? Commissions For Celebrity Influencers Are Generally 5% Of The Sale.

• True
• False

Question 78: What Is NOT A Way That A Brand Can See Financial Gain From Doing Social Customer Service?

• Increased sales
• Less returns as individuals do more self-service via social media
• Saving money on call center interactions
• Using a social media agency to deliver content to customer

Question 79: True Or False? It’s Not A Good Policy To Delete All Negative Comments.

• True
• False

Question 80: Do Brands Have Legal Ownership Over Content That Users Generate About Their Brand?

• Yes
• No

Question 81: True Or False? Asking For Reviews Is Something You Should Never Do In Social Media.

• True
• False

Question 82: What Did Fashion Brand Burberry Do To Revolutionize How Marketers Use Social Media?

• Ran a massive Facebook campaign to advertise their brand to fans
• Developed a highly successful public relations campaign that used social media to share their messages
• Invited their fans to share photos of their trench coat
• Began working with a famous influencer to take over their Instagram feed

Question 83: Which Of The Following Is NOT A Type Of Influencer?

• Industry
• Content creator
• Attorney
• Local
• Celebrity

Question 84: In What Stage Of The Buyer’s Journey Would An Advertisement For A Free Trial Of Your Product Be Most Appropriate?

• Consideration stage
• Decision stage
• Awareness stage
• Evaluation stage

Question 85: True Or False? It’s Always Better To Target Your Ads Towards As Broad A Group Of People As Possible.

• True
• False

Question 86: Which Of The Following Would Not Contribute To Ad Fatigue?

• Using the same image on your ad for over a month
• Using only Facebook for your advertising strategy
• Offering the same ebook in your ad for two months straight
• All of these would contribute to ad fatigue

Question 87: You Bid $5.00 On A Click On Your Facebook Ad. The Next Highest Bidder Only Pays $3.00 To Target An Ad At The Exact Same Audience. How Much Will Facebook Make You Pay To Win The Bid?

• $2.99
• $3.00
• $3.01
• $5.00

Question 88: Which One Of The Below Choices Is NOT A Reason You Should Be Measuring Your Social Media ROI?

• Prove the value of social media within your organization.
• Show how social media can impact all departments, ranging beyond Marketing and Sales to HR to Engineering to PR.
• Show influencers how enticing it would be to work with your company.
• Understand and measure brand reputation and gain control of that conversation.

Question 89: You’re Starting A Project And Don’t Have A Past Campaign To Use As A Benchmark. How Can You Secure Executive Buy-In?

• Research the costs of agencies that can do the work.
• Consider industry research to back up your plan.
• Position your program as an experiment or pilot.
• Create a robust PowerPoint with statistics to back up your plan.

Question 90: True Or False? When Measuring Your Social Media ROI, You Calculate The Effectiveness Of An Action By Dividing The Net Income By The Cost Of This Action And Multiplying It By 100.

• True
• False

Question 91: A(N) ________ Outlines Guidelines And Best Practices For Employees To Follow On Social Media.

• crisis plan
• advocacy plan
• social media policy

Question 92: There Are Many Benefits To Having A Social Media Strategy. Which Answer Is NOT One Of Them?

• Social media helps you expand your other marketing efforts.
• Social media helps you attract buyers.
• Social media helps you send better emails.
• Social media is a key driver for word-of-mouth marketing.

Question 93: Which Of These KPIs Demonstrate Engagement? Choose All That Apply.

• Direct sales revenue from social media
• Mentions
• Sharing and retweets
• Likes or Favorites
• Customer satisfaction

Question 94: What’s The Difference Between Social Listening And Social Monitoring?

• Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective.
• Social listening involves answering and responding to specifically support questions, while social monitoring is for the purpose of marketing intelligence and research.
• Social listening can only be done natively within each social media site, whereas social monitoring requires technology to aggregate sentiment from various places.
• Social listening is done by your sales team to find new opportunities, while social monitoring is done by your marketing team to learn what competitors are doing.

Question 95: True Or False? Selling To Prospects By Messaging Them On Facebook Could Be Seen As Invading Their Private Space.

• True
• False

Question 96: What Should You Do To Secure Executive Buy-In If You’re Starting A Social Media Project And Don’t Have A Past Campaign To Use As A Benchmark?

• Research the costs of agencies that can do the work.
• Consider industry research to back up your plan.
• Position your program as an experiment or pilot.
• Create a robust PowerPoint with statistics to back up your plan

Question 97: What Is The Main Benefit Of Using Animated GIFs In Social Content?

• They help you make light of what would otherwise feel like serious content.
• They help you demonstrate complex concepts quickly and easily.
• They help you show how culturally in-touch you are.

Introduction to HubSpot Social Media Marketing

HubSpot is a popular platform for managing various aspects of digital marketing, and its social media tools are particularly robust. Here’s an overview of how HubSpot can be used for social media marketing:

1. Social Media Management

1.1. Scheduling and Publishing:

• Content Calendar: HubSpot’s content calendar lets you plan and schedule posts across multiple social media platforms (e.g., Facebook, Twitter, LinkedIn, Instagram) from a single interface.
• Automation: You can set up automated posting schedules to ensure consistent engagement without needing to manually post each update.

1.2. Post Creation:

• Templates and Tools: HubSpot offers tools to create and design social media posts, including templates that can help you maintain brand consistency.
• Media Library: Store and manage images and videos for easy access when creating posts.

2. Monitoring and Analytics

2.1. Social Listening:

• Mentions and Keywords: Track mentions of your brand and relevant keywords to monitor conversations and understand what’s being said about your company.

2.2. Performance Analytics:

• Engagement Metrics: Analyze metrics such as likes, shares, comments, and overall engagement to gauge the effectiveness of your social media campaigns.
• Reporting: Create custom reports to track performance over time, measure ROI, and identify trends.

3. Integration with CRM

3.1. Customer Insights:

• Data Integration: HubSpot integrates social media interactions with its CRM, allowing you to see social media activity in the context of customer profiles.
• Lead Generation: Track how social media efforts contribute to lead generation and conversion, helping you align your social strategy with sales goals.

3.2. Personalization:

• Targeted Campaigns: Use CRM data to tailor social media campaigns to specific segments of your audience, improving relevance and engagement.

4. Social Media Advertising

4.1. Ad Management:

• Ad Creation and Management: Create and manage social media ads directly within HubSpot, allowing you to streamline ad campaigns across platforms.
• Budget Tracking: Monitor ad spend and performance to optimize your advertising strategy.

4.2. A/B Testing:

• Campaign Testing: Run A/B tests on social media ads to determine which variations perform best and refine your approach based on data.

5. Engagement and Response

5.1. Social Inbox:

• Unified Inbox: Manage social media conversations from a single inbox, making it easier to respond to comments, messages, and mentions promptly.

5.2. Automation and Workflows:

• Automated Responses: Set up automated responses or workflows based on social media interactions to streamline communication and improve efficiency.

6. Collaboration and Team Management

6.1. Team Access:

• Roles and Permissions: Assign different roles and permissions to team members, allowing for collaborative management of social media accounts while maintaining control over who can access specific features.

6.2. Collaboration Tools:

• Task Management: Use HubSpot’s project management tools to collaborate with your team on social media strategies, content creation, and campaign execution.

HubSpot’s social media tools are designed to integrate seamlessly with other aspects of its marketing platform, providing a comprehensive approach to managing your social media presence and leveraging it for business growth. If you’re looking to enhance your social media strategy, HubSpot offers a range of features to help streamline your efforts and maximize your results.

HubSpot Inbound Marketing Optimization Certification Exam Answers

Question 1: Fill in the blank: When enticing visitors with pop-ups in the ______ stage, you may want to promote offers, sales, or discount codes.

• Attract
• Engage
• Delight
• Trick question! Pop-ups aren’t inbound.

Question 2: Nauto, a data platform for self-driving cars, helps make autonomous driving safer for companies managing fleets of self-driving vehicles. Naturally, its customers would need all kinds of information, and Nauto has this information packaged into a super-simple e-book. Their landing page gives you both a brief contact form, and some preview statistics to prove why this resource is so important. Reflecting on the landing page’s best practices, which area could Nauto optimize on this page?

• Simplicity
• Product Comparisons
• Graphics
• Social Proof

Question 3: Full disclosure: IMPACT is a HubSpot partner — but that’s not why they’re included here. IMPACT’s landing pages have long been a source of design inspiration. Looking at this landing page, which best practices are the content creators over at IMPACT using to entice visitors to convert? Select all that apply.

• Action-oriented CTA
• Simple Use of Color and Fonts
• Large Headline Copy
• Detailed Featured Image

Question 4: You’ve just successfully run a lead generation campaign, and are tasked with calculating the conversion rate of the email associated with it. You’re currently defining a conversion as a clickthrough. If 100 leads opened the email and 18 clicked, what is your conversion rate percentage for that email?

• 20%
• 18%
• 180%
• 3%

Question 5: Select all that apply. A good conversion rate depends on your ______.

• Industry
• Purchased leads
• Niche
• Traffic Channel

Question 6: AirBnB is always optimizing their homepage to create an exciting and engaging experience for website visitors. Looking below, how is this homepage optimized to entice visitors to book a trip? Select all that apply.

• It has customer testimonials on the homepage that tell real-world stories of why to use the product.
• It includes the destination and date search form that most visitors come looking for up front, guiding visitors to the logical next step.
• It’s easy to consume. The impactful image almost acts like a story.
• The primary call-to-action (“Search”) contrasts with the background and stands out; but the secondary call-to-action for hosts is visible above the fold, too.

Question 7: You work as a marketer at a company that sells mens’ suits. You know from customer research that a large percentage of your customers struggle with selecting the right size for their suit. How could you solve this problem with a pop-up?

• An exit pop-up with a 15% discount​.
• ​A pop-up promoting your latest suit line.
• A pop-up with a survey asking to rate the website experience​.
• A pop-up with a sizing guide to help them pick their right size.

Question 8: Fill in the blank: This pop-up from Pixizoo is a great example of using pop-ups in the ______ stage.

• Attract
• Engage
• Delight
• Trick question! Pop-ups are not inbound.

Question 9: You’ve just run a campaign promoting a new line of necklaces at your fine jewelry business. Overall, the campaign generated 2,500 new website visitors, 1,400 of which ended up visiting your necklace landing page. Ultimately, you got 350 new leads and 175 new customers. What is the conversion rate of your form?

• 7%
• 14%
• 25%
• 50%

Question 10: Why is it important for marketers to optimize their mobile experience?

• You want to help consumers find what they want to find, and do what they want to do, quickly and easily.
• Trick question. Mobile optimization was popular in 2015, but due to changes in the Google algorithm, it’s no longer necessary.
• It’s cheaper to buy website themes with responsive design templates included, so you might as well optimize for mobile.
• Device type directly implies location or intent; optimizing and capturing leads on mobile can help you create a better segmentation and lead nurturing strategy.

Question 11: Why is it necessary to obtain consent before sending your audience promotional SMS messages?

• You need to obtain consent before sending your audience promotional SMS messages to your audience, because it’s the right thing to do as an inbound marketer.
• You need to obtain consent before sending your audience promotional SMS messages because it is a legal requirement in many countries.
• You need to obtain consent before sending your audience promotional SMS messages because otherwise, your potential leads will likely block your number.
• You don’t need to obtain consent before sending promotional SMS messages to your audience.

Question 12: Crate & Barrel recently sent out an SMS promotion to its audience that included the following. If they didn’t receive the results they were looking for, what’s one thing they could improve upon with their SMS strategy moving forward?

• Don’t identify themselves up front. Their brand name takes up too much space on the test.
• Use a related image. Based on this photo, it’s difficult to tell what exactly they’re advertising.
• Remove the link. Audience members often think links look spammy.
• Try to use more emojis. The lack of emojis doesn’t match user expectations.

Question 13: Modcloth, a popular online fashion retailer, recently ran a promotion that encourages users to pick a style of fashion based on their unique interests and goals as fashion forward consumers. This showcases that the brand:

• Understand their personas and their consumer preferences.
• Believe that less is more by delivering their content as concisely as possible.
• Associate certain keywords like “catwalk” and “country” with their brand.
• Cater to an exclusive clientele who needs to look fresh off the catwalk.

Question 14: Impulse Creative uses a chatbot to help users navigate through its website and find what they’re looking for with a “choose your own adventure” of sorts. Visitors can select a query from the bot that aligns with their interests. Based on what’s displayed in the chat window, which best practice is Impulse Creative using to qualify leads with their chatbots? Select all that apply.

• Crafting a helpful error message in case the chatbot doesn’t work as expected.
• Adding value before they extract value, and letting the visitor know how they can help.
• Using predefined answers instead of allowing folks to type in their own answers.
• Visualizing the conversation first using a flow chart.

Question 15: Urban Stems is an ecommerce marketplace for flowers and plants. Its website features the chatbot below. Reflecting on chatbot best practices and what you learned in the certification, what are the benefits of using a chatbot in this manner? Select all that apply.

• Common Solutions: The chatbot feature surfaces the answers to FAQs that enable users to quickly find solutions to the most common problems.
• Live Chat Option: The chatbot features a Live Chat button that visitors can click to be transferred to a live agent for more pressing issues.
• Prominent Pop-Up: By automatically popping up on the page, the user will definitely not miss that the chatbot is present to answer any questions.
• Branded Colors: The use of Urban Stem brand colors helps prevent the chatbot from looking spammy or unhelpful.

Question 16: Dollar Shave Club’s chatbot answers simple questions and queries that customers may have. Based on the information available in the chat, what are the benefits for the business to use a chatbot like this? Select all that apply.

• Availability: Offers 24/7 service for simple questions and queries that customers may have, providing global audiences with support options regardless of their timezone.
• Clear Brand Voice: The introduction quickly establishes a tone of voice and personality for the chatbot. This helps establish the customer service persona Dollar Shave Club customers can equate to the brand, and set expectations for future interactions.
• Frictionless Experience: Using a CTA with your chatbots immediately sets the expectation for what your bot can help users accomplish, and drives the purpose of the interaction.
• Case Deflection: Letting customers know what a chatbot can do is a best practice, especially if it can only answer simple questions. Customers will know to look elsewhere for more involved issues, like sending an email or calling an agent.

Question 17: True or false: When building and optimizing chatbots, you will need to work with both qualitative and quantitative data.

• True
• False

Question 18: Optimum has an SMS chatbot for customers with support questions, giving users quick access to 24/7 support. A customer can simply text their issue, and the bot uses language processing to bring the customer the best solution. Looking at their current chat set-up, how might Optimum optimize this chatbot?

• Crafting a helpful error message in case the chatbot doesn’t work as expected.
• Adding value before they extract value and letting the visitor know how they can help.
• Using predefined answers instead of allowing folks to type in their own answers.
• Visualizing the conversation first using a flow chart.

Question 19: When would you NOT want to implement live chat on your website?

• If human bandwidth was a constraint
• If the cost of making a mistake is low
• If you need to collect data or report on conversations
• If you already have a chatbot in place

Question 20: Why is it important to reconcile date ranges on your campaigns’ sources reports?

• If you don’t add date ranges, this page could mess up any custom attribution reporting you have built in your HubSpot account.
• If you don’t add date ranges, all historical data associated with new or influenced contacts could skew the numbers you see on the performance tab.
• If you don’t add date ranges, none of the attribution models can run.
• If you don’t add date ranges, the performance tab will only pull in data from influenced contacts, but not new contacts. This creates a gap in your data story, and HubSpot reporting.

Question 21: When is a session or contact bucketed under Other campaigns in HubSpot?

• When a visitor or contact comes to your site from a paid social post that’s associated with one of your HubSpot campaigns
• When a visitor or contact comes to your site from any asset that’s associated with one of your HubSpot campaigns
• When a contact is imported to HubSpot
• When a visitor or contact comes in from a tracking URL you’ve created in HubSpot

Question 22: How does HubSpot use UTM parameters to categorize traffic to your website?

• Any visitor coming to your website using a URL with UTM parameters is filtered out of your HubSpot analytics.
• Any visitor coming to your website using a URL with UTM parameters will be filtered into their corresponding traffic sources in HubSpot.
• Any visitor coming to your website using a URL with UTM parameters will be attributed to a visit to your site from Google.
• Any visitor coming to your website using a URL with UTM parameters will be converted by HubSpot into a contact record.

Question 23: You notice quite a bit of traffic is coming to your site and being categorized as Direct traffic. Why might these site visitors be categorized in this way? Select all that apply.

• The referring URL of a visit is an identified mail domain or RSS reader.
• The referring URL is HubSpot.
• The referring URL is from a third-party software that you have integrated with HubSpot.
• The referring URL of a visit is empty because a visitor typed your website URL into their browser directly, or the referring information is otherwise lost.

Question 24: When would you use campaign analytics to analyze your data in HubSpot?

• Campaign analytics helps you compare the overall performance of your campaigns against each other, and draw conclusions about how well your campaigns are creating contact or revenue over all.
• Campaign analytics helps you compare the specific assets in each of your campaigns against each other, and draw conclusions on the type of content and distribution strategy that works best for your audience.
• Campaign analytics doesn’t help you analyze your HubSpot data. It’s useless.
• Campaign analytics helps you compare the traffic sources each of your visitors are coming from originally.

Question 25: Why would you see “unknown” or “Unknown SSL” appear in your Organic search traffic in the sources report in HubSpot?

• The search engine is encrypting the user data. This is common on Google.
• The UTM parameters cannot be parsed by HubSpot analytics.
• A contact submitted a HubSpot form on a page without the HubSpot tracking code.
• You have not set up your Sources report with your HubSpot account manager yet.

Question 26: In the 1970s, research suggested that “people have conversations to accomplish some combination of two major goals.” Which two of the following are those goals? Select all that apply.

• Information exchange (learning)
• Impression management (liking)
• Content imitation (copying)
• Social sharing (to distribute something to others)

Question 27: True or False: The inbound methodology is centered around building meaningful, lasting relationships with employees and shareholders.

• True
• False

Question 28: True or False: Only 55% of marketing projects are completed on time.

• True
• False

Question 29: What is a reason you should be kind to your colleagues? Select all that apply.

• Making enemies will make your job harder.
• When people like others they work with, they are more invested in their job.
• Being kind to colleagues will help projects flow more smoothly.
• You’ll feel better about yourself and your job.

Question 30: What is one way we can develop a positive mindset?

• Reframe the situation to consider the positive aspects of the problem
• Talk to a friend and share your frustrations
• Pretend the challenge is already solved

Question 31: What is scope creep?

• An area over which activity, capacity, or influence extends.
• A project’s scope grows — either continuously or at random — as the project progresses.
• The project moves slowly and deliberately to escape the notice of supervisors.

Question 32: Which of the following are important interpersonal communication skills a marketer needs? Choose all that apply.

• Pay attention
• Take great notes
• Practice active listening
• Be empathetic
• Be on time
• Be genuinely curious

Question 33: True or False: 35% of customers are more likely to use a business after reading positive reviews.

• True
• False

Question 34: True or False: 88% of consumers trust online testimonials as much as recommendations from friends or family.

• True
• False

Question 35: True or False: 89% of marketers say video testimonials are the most effective content marketing tactic.

• True
• False

Question 36: True or False: You should never ask your customers for a review of your business.

• True
• False

Question 37: What are some ways that you can get your customers to leave you a review? Choose all that apply.

• Send an email blast
• Optimize your website to make reviews easy to leave
• Only respond to reviews by repeat customers
• Share positive customer reviews you’ve received
• Call your customers on the phone and ask
• Offer an incentive

Question 38: What are the two most popular review sites? Select all that apply.

• Facebook
• Google Reviews
• Foursquare
• Consumer Reports
• Yelp

Question 39: What is social proof?

• Evidence or an argument establishing or helping to establish a fact or the truth of a statement
• Being famous and having influence
• When someone sees other people like them doing something they’re more likely to do the same and follow the crowd

Question 40: What three things should testimonials always be? Select all that apply.

• Relatable
• Sincere
• Funny
• Unusual
• Challenging
• Specific

Question 41: “How do you use our app today?” is an example of a _________ question.

• Flexible
• Focused
• Inappropriate
• Quirky

Question 42: What’s the difference between attitudinal and behavioral research?

• Attitudinal research measures what your customers say; behavioral measures what they do.
• Behavioral research measures what your customers say; attitudinal measures what they do.
• Attitudinal research measures quantitative data; behavioral research measures qualitative.
• Behavioral research measures quantitative data; attitudinal research measures qualitative.

Question 43: What’s the difference between qualitative and quantitative research?

• Qualitative studies generate data based on observing a person or thing directly; quantitative data is gathered indirectly.
• Studies that are quantitative in nature generate data based on observing a person or thing directly, whereas qualitative data is gathered indirectly
• Quantitative studies are only done via surveys; qualitative studies can be done a myriad of ways.
• Qualitative studies give you better insights than quantitative studies.

Question 44: You have a goal of redesigning your website, but you first want to know which categories certain links should go under. Which research method should you use?

• Listening labs
• Exploratory interviews
• Card sorts
• Benchmark testing

Question 45: Your team has redesigned your company website. Which study will help you analyze whether or not the changes they’ve made have resulted in an improved customer experience?

• Benchmark study
• Listening labs
• Card sorts
• None of the above

Question 46: Jess is a freelance web designer. Her client has asked her to remove all navigation from their website’s product pages, stating that they want users to focus on the information and convert, rather than navigate away from the page. How should Jess explain why this is not a good idea?

• By including navigation menus on all your site pages, you ensure consistency in design and functionality across your entire website.
• It’s a best practice to provide your website visitors with as many choices as possible, and including navigation menus on all pages helps provide them with further choices.
• Including navigation menus on all pages helps users understand where they are on your site and find the information they need, especially if they entered your website through a page other than your homepage.
• Freelance web designers aren’t able to edit a navigation menu once it’s already been created.

Question 47: Other than the main navigation menu, how else can you include navigation on your website?

• Breadcrumb menu
• Categories
• Footer links
• A & C

Question 48: Rachel works for a marketing agency and is designing a new website for a client. She’s trying to create the site navigation, but is having trouble figuring out which items to include and where to place them. How should Rachel start tackling this problem?

• Perform an open card sort with a group of users.
• Conduct usability testing with a mockup of the website.
• Ask the client how they think the navigation should be structured.
• Copy the navigation menu from a similar website.

Question 49: Which of the following are key principles of information architecture? Choose all that apply.

• Disclosure
• Multiple Classification
• Robust
• Growth
• Understandable
• Front Doors

Question 50: Which of the following is an example of the Principle of Exemplars in action?

• An online clothing store has a detailed navigation menu which includes links to each type of item they offer.
• A movie streaming service’s homepage includes categories such as “Romantic Comedies” with a list of films that fall into this category.
• A marketing agency’s website includes quick links in the footer to reach key pages such as their Services and Pricing.
• A health care provider’s website has the ability to be navigated using a keyboard.

Question 51: You’re browsing for shoes on the Steve Madden website, and notice this pop-up. Which stage of the flywheel does this type of pop-up correspond with?

• Attract
• Engage
• Delight
• Trick question! Pop-ups are not inbound.

Question 52: Which of the following factors directly affects your page speed? Select all that apply.

• How many images, videos, and other media files are contained on the page​​
• ​​​​What themes and plug-ins are installed on your site​​​
• The coding and server-side scripts​ on the page
• How often you link to that page from your other marketing channels

Question 53: Take a look at the recent promotion run by the skincare and bath product company, Nourish. Based on the SMS best practices you’ve learned, what is one area the company could optimize when sending promotions like these in the future?

• Keep it concise. This is quite a lot of text to include in a single promotion.
• Include a discount code. It’s unclear how users will get the sales price from this promotional text.
• Remove the link. Audience members often think links look spammy.
• Remove the last line. Texting END to opt out is intuitive; users wouldn’t need this information.

Question 54: Why would a user be bucketed under Direct traffic in HubSpot? Select all that apply.

• The visitor who submitted the form has opted to not accept cookies from your site, or ignored the banner completely.​
• The visitor came from TikTok or Instagram, and HubSpot cannot currently parse traffic from these sites.
• ​​​A contact submitted a HubSpot form on a page without the ​​HubSpot tracking code​.
• ​The visitor did not fill out a form on your website.

Question 55: You’re reviewing your organic social data in HubSpot Traffic Analytics and notice the following trend from Facebook. What should be your next steps to investigating this data? Select all that apply.

• Chat with your team to determine your goals surrounding Facebook.
• Investigate the content to determine if it’s optimized for conversion.
• Stop promoting content on Facebook altogether; the data shows it clearly isn’t the right channel for your organization.
• Immediately invest more resources in the channel. The more viewers see the content, the more likely they are to convert.

Question 56: Dale Carnegie’s 1936 bestseller, ‘How to Win Friends and Influence People’, suggests that you can, “Ask questions the other person will enjoy answering.” What’s one way that you can do this in a business setting?

• Tell stories about situations tangential to your topic of conversation.
• Require an explanation when projects go wrong.
• Ask for advice or an opinion.

Question 57: What does the S.M.A.R.T. in S.M.A.R.T. goals stand for? Select all that apply:

• Specific: Work with clear intentions, not broad or vague goals.
• Smart: Think hard about what the project means to the company.
• Meaningful: How this goal will help bring meaning to the organization.
• Measurable: Provide a method to gauge your success by setting benchmarks to meet.
• Acceptable: Objectives that are approved by the leadership team and board of directors.
• ​Achievable: Sensible objectives that are realistic and able to be achieved.​
• Relevant: Cut out unnecessary or irrelevant work that could take away from what’s important.
• Repeatable: Goals that can be reliably achieved over and over.
• ​Timely: Set a clear beginning and end to adhere to in reaching your goals.
• Transparent: Objectives that everyone on the team understands and knows why they were implemented.

Question 58: Which techniques can help your business receive strong testimonials? Select all that apply.

• Ask immediately
• Pay for the review
• Showcase the complete experience
• Ask again
• Give your product away for free in exchange
• Make it easy

Question 59: During an exploratory interview, your colleagues ask a participant the following: “What do you use our app for, and do you like the experience?” You could improve this question by:

• Adding “and is there anything else you want to tell me?” to the end of your questions.
• Instead of asking them if they liked the experience, make it a leading question by asking “What do you like about the experience?”
• Saying the participants name before each question.
• Only asking one question at a time.

Question 60: You’ve completed a couple exploratory interviews, and you want to validate some of the findings you’ve discovered. Select the appropriate research methods that will help you accomplish this goal.

• Surveys
• Support call shadows
• Card sorts
• Listening Labs

Question 61: Dennis is a content marketer for a web development agency. While researching a blog post about accessibility, he came across some alarming information about companies being sued for lack of accessibility. How should he address this in his blog post?

• Every website on the Internet should fully abide by all recommendations from the WCAG to make their website accessible. Speak with a lawyer to get full details.
• Some industries are legally required to have accessible websites. If you aren’t in those industries, accessibility does not apply to you and you don’t need to worry about it.
• Even if your website isn’t legally required to be accessible, ensure it doesn’t prevent anyone from consuming, navigating, or obtaining information. Speak with a lawyer if you have concerns.
• We cannot advise at all on how to create an accessible website, and you should speak with a lawyer instead of searching this information on the Internet.

Question 62: How can you leverage the Mere-Expsoure effect on your website?

• Include navigation menus in the header and footer of all pages on your website.
• Limit the choices presented to users to only the most necessary and relevant.
• Create consistency across your website’s design, page layouts, fonts, and colors.
• None of the above.

Question 63: Which of the following is the best way to gather data indirectly about how people use your website?

• Google Analytics
• Card sorting
• User interviews
• Heat mapping software

Question 64: You’re reviewing the average bounce rates of your channels, and you encounter the following metrics. Based on this information, which of the following conclusions can you draw about your channels?

• Paid search is working best, because it’s bringing in the most customers.
• Organic social is not working, because it has the highest bounce rate.
• Paid social is not working, because it’s bringing in the least amount of contacts.
• More investigation of the goals of each of these channels and the content they’re directing visitors to is necessary before drawing conclusions.

Question 65: True or False: Only 27% of B2B customers cited testimonials and peer recommendations as the most reliable type of content.

• True
• False

Question 66: After you’ve conducted your thematic analysis, when writing a narrative, you should include all of the following EXCEPT a(n):

• Introduction
• Methodology section
• Conclusion
• Eisenhower box

Question 67: How can you leverage the Mere-Exposure effect on your website?

• Include navigation menus in the header and footer of all pages on your website.
• Limit the choices presented to users to only the most necessary and relevant.
• Create consistency across your website’s design, page layouts, fonts, and colors.
• None of the above.

Question 68: What is the Principle of Growth in information architecture?

• Provide users with multiple ways to browse content on your site.
• Only disclose what’s necessary for the user to understand what they’ll find next and make a decision.
• Limit the amount of choices presented to a user to only the most meaningful and relevant.
• Leave room to add new content within existing sections of your website, and add entirely new sections.

Question 69: Why should you check the HubSpot reporting library before building your own custom report? Select all that apply.

• Checking the reporting library will save you time and effort, so you don’t accidentally build a report that already exists.
• You get discounts on your reporting add-on if you utilize enough reports from the HubSpot reporting library.
• Reports found in the reporting library are built by subject matter experts; so they are the most effective means to answer certain questions.
• Reports found in the reporting library demonstrate the only metrics you’ll ever need to look at as a growing or scaling business.

Question 70: True or False: Mirroring a person’s speaking patterns can help build rapport.

• True
• False

Question 71: The Eisenhower box helps you:

• Research
• Prioritize
• Communicate
• Measure

Question 72: When should you use a thematic analysis?

• After you’ve conducted your research.
• Before you’ve conducted your research.
• While you conduct your research.
• After you’ve analyzed your research.

Question 73: Louis is a marketer for an online shoe store. Each product page includes a series of images and a short video of the shoe. Louis wants to make these pages more accessible. What steps should he take? Choose all that apply.

• Add descriptive alt text for each image.
• Include captions for videos.
• Decrease text size and contrast.
• Ensure users can stop the videos’ autoplay.
• Disable all pop-ups on the pages.

Introduction to HubSpot Inbound Marketing Optimization

Optimizing inbound marketing with HubSpot involves leveraging its suite of tools to attract, engage, and delight customers. Here’s a comprehensive guide to get the most out of HubSpot’s capabilities:

1. Optimize Your Website for Conversion

• Content Strategy: Develop a content strategy that addresses your audience’s pain points and interests. Use HubSpot’s content strategy tool to identify content topics and clusters.
• Landing Pages: Create and test high-converting landing pages with clear CTAs (Calls-to-Action). HubSpot’s landing page builder offers A/B testing features to find what works best.
• Forms: Use HubSpot’s forms to collect information and segment leads effectively. Consider using smart forms that adapt based on the visitor’s previous interactions.

2. Enhance Your SEO

• Keywords: Utilize HubSpot’s SEO tools to research and track keywords. Optimize your content and meta descriptions based on these keywords.
• On-Page SEO: Ensure your content is optimized with proper header tags, internal linking, and alt text for images. HubSpot’s content editor provides real-time SEO recommendations.
• Blogging: Regularly publish blog content. HubSpot’s blog tool helps with scheduling, optimizing, and analyzing your posts.

3. Leverage Automation and Personalization

• Workflows: Set up workflows to automate repetitive tasks, such as nurturing leads and following up on abandoned forms. HubSpot’s workflow builder lets you create complex automation with triggers and actions.
• Email Campaigns: Use HubSpot’s email tool to create personalized email campaigns. Segment your lists and tailor your messages based on user behavior and preferences.
• Lead Scoring: Implement lead scoring to prioritize leads based on their interactions with your content. HubSpot allows you to set up custom lead scoring rules.

4. Improve Your Lead Management

• CRM Integration: Utilize HubSpot’s CRM to track and manage your leads and customer interactions. Ensure that your CRM is integrated with your marketing efforts for a unified view.
• Segmentation: Segment your contact lists based on behavior, demographics, and engagement. This helps in delivering targeted content and improving conversion rates.
• Sales Pipeline: Use HubSpot’s sales pipeline tools to track deals and sales activities. Customize your pipeline stages to match your sales process.

5. Analyze and Adjust

• Analytics Dashboard: Regularly review HubSpot’s analytics dashboards to track performance metrics such as website traffic, lead generation, and campaign success.
• Reports: Generate detailed reports on your marketing campaigns, website performance, and sales activities. Use these insights to make data-driven decisions.
• A/B Testing: Continuously test different versions of your content, emails, and landing pages to identify what performs best. HubSpot’s A/B testing features can help optimize your strategies.

6. Engage and Delight

• Social Media: Use HubSpot’s social media tools to schedule posts, monitor engagement, and analyze performance. Engage with your audience across social platforms.
• Chatbots: Implement HubSpot’s chatbot tool to provide instant support and capture leads. Design your bots to handle common inquiries and guide users through your content.
• Surveys and Feedback: Use surveys and feedback tools to gather insights from your customers. This helps in improving your offerings and enhancing customer satisfaction.

By systematically applying these strategies and tools within HubSpot, you can enhance your inbound marketing efforts and achieve better results.

HubSpot Inbound Marketing Certification Exam Answers

Question 1: A grouping of technologies that marketers leverage to conduct and improve their marketing activities” is the definition of what term?

• Marketing automation
• Data hygiene
• Tech stack
• Segmentation

Question 2: You should conduct buyer persona interviews with all of the following people EXCEPT:

• Your customers.
• Prospects actively going through the sales cycle.
• People who never considered your solution.
• People who considered your solution, but chose a competitor.

Question 3: Blogging, SEO, and social publishing are key pieces to any marketer’s strategy. Which phase of your flywheel can benefit from the implementation of these three strategies?

• Delight
• Engage
• Attract
• Consideration

Question 4: Buying insights reveal all of the following EXCEPT:

• Which buyers are receptive and which will ignore you
• What attitudes prevent your buyers from considering your solutions
• The age range of your buyers
• What resources your buyers trust as they evaluate their options

Question 5 : Why are chatbots a great tool for strategically using marketing automation and AI?

• They can mitigate friction regarding availability.
• They are the primary tool for streamlining cadence and content.
• They are used for journey mapping.
• They can create buyer personas.

Question 6: Cobbling together software parts that do not all use the same database increases the risk of what?

• Marketing automation
• AI
• Clean data
• Dirty data

Question 7: Customer segmentation is:

• The active research process someone goes through leading up to a purchase.
• The process by which an anonymous visitor becomes a known lead.
• Unnecessary for inbound marketing.
• The process of separating your contacts into smaller groups of similar profiles.

Question 8: Developing a content distribution goal begins with identifying the purpose behind your distribution efforts. Which questions can help you identify your purpose? Select all that apply.

• Why are you sharing this content?
• What are your expectations after promoting this content?
• What content are you sharing?
• What distribution channels are you planning to use?

Question 9: Fill in the blank. An effective behavioral marketing and segmentation strategy is built on a foundation of good ________.

• Data
• Cookies
• Buyer personas
• Funnel reports

Question 10: Fill in the blank. Behavioral marketing empowers your ability as a marketer to personalize your customers’ experience. Personalization is about creating _______.

• Buyer personas
• Workflows
• Independence
• Mutuality

Question 11: Fill in the blank. Explicit segmentation is synonymous with ______.

• Behavioral marketing
• Strategy
• Correlation
• Causation

Question 12: Fill in the blank: In order to determine when you should deliver certain content to your audience, you need to understand _____.

• Your martech stack
• The buyer’s journey
• How social media platforms work
• How to publish blog content

Question 13: Fill in the blank; In the concept, “fire bullets, then cannonballs,” bullets represent ————, while cannonball represent ————.

• unproven ideas; proven hits.
• proven hits; unproven ideas.
• small, proven ideas; huge, well-resourced hits.
• huge, well-resourced ideas; small, proven ideas.

Question 14: Fill in the blank; Effective segmentation identifies where your customers are in the ___________, and assists your customers in taking the appropriate next step in their___________.

• buyer’s journey / individual customer journey
• landing page / journey map
• internet / inbound marketing
• universe / careers

Question 15: Fill in the blank; Marketing automation is a software platform designed to help marketers automate _______ tasks.

• Ineffective
• Repetitive
• Lucrative
• Boring

Question 16: How can audience segmentation enhance your inbound marketing efforts?

• Audience segmentation can help you automate the most mundane marketing task so you can free up time for your and your team to focus on creative.
• Audience segmentation can help you A/B test and experiment with the type of experience you are providing to continue to optimize your marketing efforts.
• Audience segmentation can help you monitor your competitors social media efforts so you can see what resonates with your potential leads and customers.
• Audience segmentation can help you deliver personalized, unique experiences in your marketing outreach.

Question 17: How do you develop an effective content distribution strategy?

• Set a content distribution goal, identify your audience’s preferred channels, and run tests for new marketing channels.
• Select one distribution channel, identify your audience’s preferred channels, and stay up to date with emerging channels.
• Set a content distribution goal, identify your audience’s preferred channels, and outline your distribution plan.
• Select one distribution channel, run tests for new marketing channels, and outline your distribution plan.

Question 18: How can you ensure your blog content initiates action? Select all that apply.

• Include CTA offers for each of your personas.
• Use actionable and specific language.
• Design your CTA to stand out.
• Add exit intent pop-ups for each blog.

Question 19: How can you ensure your content drives action?

• Add a link to your company’s website.
• Include your company logo.
• Include a CTA.
• Add testimonials from customers.

Question 20: How can you ensure your podcast content initiates action? Select all that apply.

• Include your CTA link in the show notes.
• Increase the volume when mentioning the CTA.
• Shorten your URL to keep CTAs concise.
• Consider mid-roll CTAs.

Question 21: How can you ensure your video content initiates actions? Select all that apply.

• Experiment with different types of CTAs, like visual and verbal.
• Design your CTA to stand out.
• Include a CTA to your website if the content is hosted on YouTube.
• Repeat your CTA at least five times throughout your video.

Question 22: How can you refine your content distribution strategy?

• Set a content distribution goal.
• Identify your audience’s preferred channels.
• Run tests for new marketing channels.
• Align your strategy with sales initiatives.

Question 23: How do you set an effective content distribution goal? Select all that apply.

• Determine your DRIs.
• Identify a purpose.
• Confirm it aligns with sales.
• Craft a SMART goal.

Question 24: How many buyer persona interviews should you aim to complete?

• 1-2
• 8-10
• 30-40
• There is no number of buyer personas interviews to aim to complete

Question 25: If you’re trying to improve customer lifetime value, which phase should you focus on in your marketing flywheel?

• Attract
• Engage
• Delight
• Consideration

Question 26: Selecting a web analytics tool would be a part of which step of implementing behavioral marketing and customer segmentation?

• Define the interactions you want to track.
• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use this information to segment your contacts.

Question 27: True or false? Artificial intelligence is technology that executes tasks based on if-then statements.

• True
• False

Question 28: True or false? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively.

• True
• False

Question 29: True or False? Buyer personas can help you identify your target audience’s preferred content distribution channels.

• True
• False

Question 30: True or false? People are protective of their privacy and do not want their experiences to be highly personalized.

• True
• False

Question 31: True or false? Segmentation is a process that helps you understand your leads and customers better, and behavioral marketing is how you categorize them based on the understanding you gain.

• True
• False

Question 32: True or false: Statistical significance is an optional part of A/B testing.

• True
• False

Question 33: True or False? The most effective way to initiate a buyer persona interview request is through a phone call.

• True
• False

Question 34: True or false? Using people’s information in inbound marketing is not inherently unethical.

• True
• False

Question 35: True or False? When conducting buyer persona interviews, make sure to include your colleagues who were involved in the sales process.

• True
• False

Question 36: True or False? You should have at least 3 buyer personas.

• True
• False

Question 37: Using software to enroll every person who downloads a specific ebook into a month-long email campaign is an example of what?

• Marketing automation
• AI
• Clean data
• Dirty data

Question 38: What is the drawback to using the last touch attribution model?

• This model would show low-value touches (like email clicks) equal to high-value conversion activities (like demo requests).
• This model makes it difficult to justify your team’s impact on your company’s bottom line.
• This model lacks the ability to recognize actions that occurred outside a certain window of time.
• This model ignores potentially influential interactions that occurred on the path to purchase.

Question 39: What is a buyer persona?

• Your customers
• A fictional representation of your ideal customer
• A summary of your last 10 customers
• People who aren’t a good fit for your business

Question 40: What is a marketing experiment?

• A marketing experiment is a form of market research in which your goal is to discover new strategies for future campaigns or validate existing ones.
• A set of statistical rules that helps you define the credit assigned to each interaction a visitor takes along their buyer’s journey at your organization.
• A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
• A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.

Question 41: Fill in the blank: A negative persona is a person who_______.

• isn’t a good fit for your business.
• speaks negatively about your business.
• is the exact opposite of your buyer persona.
• you have not gotten the chance to talk to.

Question 42: What is an attribution model?

• A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
• A type of marketing experiment where you split your audience to test a number of variations of a campaign to determine which performs better.
• A set of statistical rules that helps you define the credit assigned to each interaction a visitor takes along their buyer’s journey at your organization.
• A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.

Question 43: What question can help define your awareness stage?

• How do buyers perceive the pros and cons of each solution?
• What symptoms are your buyers experiencing?
• What criteria do buyers use to evaluate the available offers?
• Who needs to be involved in the purchasing decision?

Question 44: What role can a CRM play in effective martech stack?

• A CRM can help you measure, monitor and evaluate your online visibility and contain tools to help you build links, conduct keyword research and competitive analysis, audit your site and more.
• A CRM can help you create and curate awesome social content and schedule your posts as well as manage your social media tasks and measure your ROI.
• A CRM provides a centralized location to store all your customer data so you can nurture leads contextually, based on their information and where they are in the buyer’s journey.
• A CRM provides a centralized location to create and distribute valuable content to attract and retain a clearly defined audience.

Question 45: What role can attribution play in your reporting strategy? Select all that apply.

• Marketing attribution can help you identify your highest and lowest performing pieces of content.
• Marketing attribution can help you conduct market research to forecast what types of changes you should make to optimize your content.
• Marketing attribution can help you effectively assign different tasks and to-do lists to your team members to ensure your entire team continues to collectively solve for your customers.
• Marketing attribution can help you determine what channels and campaigns are effectively generating leads and customers for your organization.

Question 46: What should you consider when identifying a marketing channel to test? Select all that apply.

• Target audience
• Your goals
• KPIs (key performance indicators)
• Available resources to create promotional assets

Question 47: What step should you always incorporate into your content creation workflow?

• Editing
• Writing
• Designing
• Distributing

Question 48: What types of questions can marketing attribution answer? Select all that apply.

• What was the marketing team’s contribution to generated revenue this year?
• What assets drove the most leads last quarter?
• Which type of customers have the highest propensity to return and buy from us again?
• Why did our search campaigns outperform our social campaigns last month?

Question 49: What’s the difference between single source attribution and multi-touch attribution models?

• There is no difference between single source attribution and multi-touch attribution models.
• Single source attribution models assign each contributing channel a slice of credit for the final conversion, while multi-touch attribution models only give credit to the channel most responsible for the final conversion.
• Single source attribution models assign credit to one touch point along the buyer’s while multi-touch attribution gives each contributing channel a slice of credit for the final conversion.
• Single source attribution reporting was invented first. Once technology advanced, multi-source attribution became the new method of reporting.

Question 50: When implementing marketing automation and AI into your internal processes, journey mapping can be helpful to which aspect?

• Customer segmentation
• Scalability
• Data hygiene
• Cadence and content

Question 51: When is an appropriate time to conduct a buyer persona interview?

• When the prospect is evaluating your solution
• A year after the customer purchased your solution
• After the customer went through onboarding
• After the customer completed the sales cycle, but before they go through onboarding

Question 52: Checking for statistical significance when testing a new marketing channel ensures:

• You developed a strong hypothesis.
• You’ve chosen the correct KPIs.
• You achieve similar results next time.
• Your hypothesis is correct.

Question 53: Which distribution channels help drive new audiences? Select all that apply.

• Online forums
• Social media ads
• Email
• Guest posts

Question 54: From an inbound perspective, why is it important to know your audience and who you’re trying to reach online?

• Understanding your ideal customers and key demographic information (such as income) can help you set realistic goals in terms of how much money you can make off of each customer.
• Understanding the type of content that your ideal customers want to engage will help you create content that delights them across all of your marketing channels.
• Understanding what your ideal customers are thinking and feeling as they browse your website helps you better manipulate their emotions and propensity to buy from you.
• Understanding your ideal customers helps you identify where you have the competitive advantage over your competitors.

Question 55: Why should you create a negative persona?

• To prioritize your marketing and sales efforts to the right people
• To know where to spend your ad budget
• To better curate a buyer persona story
• All of the above.

Question 56: You are a marketer for a daycare, and a parent fills out a form to enroll their 3-year-old into the program. You add this person into a group labeled “parents of toddlers.” What is this an example of?

• Creating a buyer persona
• Journey mapping
• Implicit segmentation
• Explicit segmentation

Question 57: You’re on the lead generation team at a wine reseller called Partners in Wine. You’ve noticed that the user open rate of your emails has dropped over the last couple of months. What are some first steps you could take to solve this issue?

• Stop sending the emails immediately. The subscribers have spoken.
• Reinvest all email marketing resources into social media platforms like TikTok, to see if users prefer to engage there.
• Start to A/B test areas like your subject lines to see if you can improve your open rate. If things don’t improve, consider reaching out to select customers for more information.
• Continue to send the emails. It’s likely a drop due to seasonality, but nothing to worry about immediately.

Question 58: You’ve just joined the blogging team for a new fashion retailer called VintageVines. What are some strategies you could adopt to reach and resonate with your target audience? Select all that apply.

• Fully understand your persona and what they like to read about.
• Develop a unique brand voice and tone.
• Write at least one blog article a day to prove to your audience that you’re a thought leader.
• Use a blogging layout that makes it easy for the reader to locate evergreen content.

Question 59: Which of the following content would be the most helpful to Dog-owner Dia in the consideration stage? Review the following scenario to answer the question.

• A quiz that asks questions about their dog’s behavior and identifies what their dog is struggling with
• A blog post that explains the differences between a dog trainer, dog behaviorist, and veterinarian
• A YouTube video that provides recommendations on healthy dog food
• A case study that shares how a company helped a first-time dog owner overcome anxiety and teach obedience

Question 60: Which of the following content would be the most helpful to Dog-owner Dia in the decision stage? Review the following scenario to answer the question.

• A quiz that asks questions about their dog’s behavior and identifies what their dog is struggling with
• A YouTube video that provides recommendations on healthy dog food
• A blog post that explains the differences between a dog trainer, dog behaviorist, and veterinarian
• A case study that shares how a company helped a first-time dog owner overcome anxiety and teach obedience

Question 61: Fill in the blank: Most tools require you have a confidence threshold of ————, in order to declare a winner in an A/B test.

• 78%
• 85%
• 90%
• 95%

Question 62: Fill in the blank. As an inbound marketer, you don’t just want your touchpoints to be efficient, you want them to be __________.

• Effortless
• Energizing
• Empathetic
• Elephants

Question 63: Fill in the blank. Effective segmentation identifies where your customers are in the ___________, and assists your customers in taking the appropriate next step in their___________.

• buyer’s journey / individual customer journey
• landing page / journey map
• internet / inbound marketing
• universe / careers

Question 64: Fill in the blank. Marketing automation is a software platform designed to help marketers automate ______ tasks.

• Ineffective
• Repetitive
• Lucrative
• Boring

Question 65: How can you balance multiple content distribution goals?

• Identify your primary goal against any secondary goals.
• Assign a DRI for each of your goals.
• Identify your primary goal and ignore all other goals.
• Revise your goal because you can’t have multiple initiatives.

Question 66: How does the full path attribution model calculate credit?

• Equal credit is assigned to all interactions that occurred before the conversion.
• 22.5% of credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and to the interaction that closed the deal. The final 10% is assigned to the remaining interactions evenly.
• More credit is given to interactions that happen closer in time to the conversion.
• All credit is assigned to the last interaction that led to a conversion like a closed won deal.

Question 67: How does the linear attribution model calculate credit?

• Equal credit is assigned to all interactions that occurred before the conversion.
• 22.5% of credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and to the interaction that closed the deal. The final 10% is assigned to the remaining interactions evenly.
• More credit is given to interactions that happen closer in time to the conversion.
• All credit is assigned to the last interaction that led to a conversion like a closed won deal.

Question 68: If you don’t have time to conduct thorough research about your target audience’s preferred channels, what is a helpful way to gather information?

• Run focus groups.
• Tap into audience insight tools.
• Review your analytics.
• Conduct one-on-one interviews.

Question 69: Leveraging the data that’s already accessible to you is a part of which step of implementing behavioral marketing and customer segmentation?

• Define the interactions you want to track.
• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use this information to segment your contacts.

Question 70: The following content distribution goal is missing a SMART goal element. What is missing? // Since we generated 300 leads from our previous e-Book, we want to generate 400 leads when we promote our next e-Book. This will support our inbound marketing initiatives to increase our number of qualified leads this year.

• Measurable
• Attainable
• Relevant
• Time-bound

Question 71: True or False? An effective content distribution strategy is all about getting your content in front of the most people.

• True
• False

Question 72: True or false? It’s appropriate to offer monetary incentives for buyer persona interviews.

• True
• False

Question 73: True or false: The “independent variable” in an A/B test is the control or the variation that remains unchanged.

• True
• False

Question 74: True or False? This is an example of a person in the decision stage of their buyer’s journey. // Dog-owner Dia is struggling to walk their dog in their neighborhood. Their dog struggles with obedience and anxiety when approaching new dogs. They’re looking for a local dog trainer that provides obedience training and can socialize their dog to overcome its anxiety. Dia uses Yelp to compare local dog trainers.

• True
• False

Question 75: Try to uncover all of the following during a buyer persona interview EXCEPT:

• Their onboarding experiences
• Hobbies
• Shopping preferences
• Blogs they read

Question 76: What are some ways you can deliver personalized experiences to your visitors? Select all that apply.

• Tailored Recommendations
• Email Blasts
• Dynamic Content
• Pillar Pages

Question 77: What is the difference between the buyer’s journey and customer journey?

• The buyer’s journey focuses on activities leading up to a purchase, while the customer journey extends beyond a purchase.
• The buyer’s journey is used by the marketing team, while the customer journey is used by the customer support team.
• The buyer’s journey focuses on attracting and engaging leads, while the customer journey focuses on delighting customers.
• The buyer’s journey focuses on how leads engage with your website, while the customer journey focuses on how customers engage with your website.

Question 78: What question can help define your consideration stage?

• How do buyers perceive the pros and cons of each solution?
• What symptoms are your buyers experiencing?
• How do buyers describe their challenges or goals?
• What criteria do buyers use to evaluate the available offers?

Question 79: What question can help define your decision stage?

• How do buyers describe their challenges or goals?
• What are possible solutions to address their challenge or goal?
• How do buyers perceive the pros and cons of each solution?
• What criteria do buyers use to evaluate the available offers?

Question 80: Which distribution channel drives results fastest?

• Social media
• Google ads
• Website
• Brand mentions

Question 81: Which distribution channels allow you the most control over your content? Select all that apply.

• Guest posts
• Paid influencer ads
• Website
• Email

Question 82: Why should you curate a buyer persona story?

• It’s easier for your employees to remember your persona
• It humanizes your persona to your employees
• It allows your employees to easily find commonalities when speaking to customers
• All of the above

Question 83: Database segmentation, marketing automation, and multichannel communication are examples of strategies that happen at which stage of your marketing flywheel?

• Attract
• Engage
• Delight
• Consideration

Question 84: Passing on a group of customers directly to the sales team is an example of an action you can take in which step of implementing behavioral marketing and customer segmentation?

• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use this information to segment your contacts.
• Use your segmentation to nurture.

Question 85: Using software to check my writing for tone, level of formality, and fluency is an example of what?

• Clean data
• Dirty data
• Marketing automation
• AI

Question 86: What is A/B testing?

• A statistical model that helps you define the credit assigned to each interaction a visitor takes along their buyer’s journey at your organization.
• A type of marketing experiment where you split your audience to test a number of variations of a campaign to determine which performs better.
• A measure of the likelihood that the difference in conversion rates between a given variation and the baseline is not due to random chance.
• A type of marketing dashboard that helps you measure how well you’re solving for your buyer’s as they progress through their buyer’s journey.

Question 87: What tools should you consider to help streamline your content creation process? Select all that apply.

• A CMS
• A content planning tool
• A CRM
• Analytics tool

Question 88: Why do you need to know what your audience is thinking and feeling on their path-to-purchase with your organization?

• If you understand the underlying motivations and roadblocks of your audience members, you can start to create content that speaks to their needs.
• If you understand the underlying motivations and roadblocks of your audience members, you can unlock why they may go to your competitors and proactively write content to prevent that.
• If you understand the underlying motivations and roadblocks of your audience members, you are likely collecting other demographic data — like where your target audience lives and what radio stations they listen to. This makes it easier to place strategic outbound ads that align with their schedules and behaviors.
• Trick question. You don’t need to understand the underlying motivations and roadblocks of your audience members to create excellent content that sells. Great products sell themselves.

Question 89: You are a marketer for a retirement community. Grouping users that explore several landing pages about different types of homes in your community as “people seeking to retire” is an example of what?

• Creating a buyer persona
• Journey mapping
• Implicit segmentation
• Explicit segmentation

Question 90: You’re on a social media team for a outdoors brand called Appalachia. They’ve decided to revitalize their Pinterest account and see if they can engage customers there. What ways might you bring inbound marketing into the content creation process for this channel? Select all that apply.

• Instead of posting repetitive photos of your traditional (but oh-so-comfy) hiking boots, feature ways customers can use your products. Feature stunning photos of sunrise hikes and crackling campfires.
• Post the same content you post on your Instagram or Facebook accounts. Because that content already resonates with customers on those channels, it will most likely resonate with customer browsing Pinterest.
• Try out several different brand voices and concepts across your content, even if they don’t directly match your brand. Even if it feels off-brand at first, you’ll find your niche. Worst case, you have a couple of posts that fall flat.
• Curating Pinterest boards around the aspirations of your target customer— such as popular hiking and travel destinations.

Question 91: Fill in the blank. Behavioral marketing is the method by which companies target audiences based on their behavior, interests, intentions, geolocation, and other metrics using _________, cookies, search history, and other insights.

• Advertising
• Web Analytics
• Funnel reports
• TikTok

Question 92: Noticing spikes or dips in specific behaviors and quantifying them is an example of which step of implementing behavioral marketing and customer segmentation?

• Define the interactions you want to track.
• Implement tracking.
• Analyze and report how people are behaving on your website.
• Use your segmentation to nurture.

Question 93: Which of the following is an example of someone in the awareness stage of their buyer’s journey?

• Dog-owner Dia struggles to handle their dog while walking because it whines and barks whenever another dog approaches. Dia wants their dog to stop this behavior, but isn’t sure why their dog is behaving this way. Dia watches a few YouTube videos and learns their dog is suffering from anxiety. Dia gives the dog anti-anxiety medicine.
• Dog-owner Dia struggles to handle their dog while walking because it whines and barks whenever another dog approaches. Dia wants their dog to stop this behavior, but isn’t sure why their dog is behaving this way. Dia conducts research by reading blog articles and watching YouTube videos.
• Dog-owner Dia struggles to handle their dog while walking because it disobeys and has anxiety when approaching new dogs. Dia is looking for a dog specialist to help, but isn’t sure whether to talk with a dog trainer, dog behaviorist, or veterinarian.
• Dog-owner Dia struggles to handle their dog while walking because it disobeys and has anxiety when approaching new dogs. They’re looking for a dog trainer that provides obedience training and can socialize their dog to overcome its anxiety. Dia uses Yelp to compare local dog trainers.

Question 94: Which of the following is NOT a way to strategically utilize marketing automation and AI in your customer-facing processes regarding cadence and content?

• Content accuracy
• Journey mapping
• The level of personalization to the individual
• Send-time optimization

Question 95: Your boss asks you to identify your target audience’s preferred channels by collecting feedback. What are the different ways you can collect accurate feedback? Select all that apply.

• Run social media polls.
• Interview your marketing team.
• Run focus groups with customers.
• Publish online surveys.

Question 96: Addressing data privacy is a portion of which part of your internal processes?

• Tech stack organization
• Cadence and content
• Data hygiene
• Journey mapping

Question 97: Roughly how long should your buyer persona interviews take?

• 10 minutes
• 1 hour
• 20 minutes
• 20 minutes a week for a month

Question 98: True or false: If neither variation in an A/B is statistically better, you pick the variation you like best and proceed to make the change.

• True
• False

Question 99: Which of the following is an example of a buyer’s journey?

• Dog-owner Dia is a first-time dog owner that rescued an adult dog from a local shelter. They work from home and enjoy playing with their dog on breaks. They enjoy watching dog training YouTube videos and subscribe to channels like “The Pawfect Pup” and “Ruff Life”.
• Dog-owner Dia hired a local dog trainer to teach their dog obedience. They want to make the most of their sessions with their dog trainer, but unsure how. Dia receives a reminder email about their upcoming session, which includes details on how to prep for the session.
• Dog-owner Dia struggles to handle their dog on walks. Their dog disobeys commands and has anxiety when approaching new dogs. They’re looking for a local dog trainer that provides obedience training and can socialize their dog to overcome its anxiety.
• Dog-owner Dia hired a local dog trainer to teach their dog obedience. They’ve completed three dog training sessions and are already seeing a positive change in their dog’s behavior. They leave a five-star Yelp review for the dog trainer and recommend the trainer to friends.

Question 100: All of the following are examples of a SMART goal EXCEPT:

• Increase year over year traffic by 30%.
• Significantly reduce the amount of time the team spends on creating content.
• Add five new content formats to the website by end of year.
• All of the above are SMART goals.

Question 101: Which of the following is NOT a category you should organize your content audit by?

• Buyer’s journey stage
• Content length
• Marketing funnel stage
• Content title

Question 102: True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.

• True
• False

Question 103: Fill In The Blank: __________ Allows You To Understand What Users Want, Care About, And Interact With On Your Site By Visually Representing Their Clicks, Taps, And Scrolling Behavior.

• Hotjar
• Google analytics
• Quora
• Buzzsumo

Question 104: True or false? Sprinkling in relevant content offers on your 10x content pillar page can help your buyer personas continue educating themselves through the buyer’s journey.

• True
• False

Question 105: All of the following are helpful ways to promote your pillar pages on your website EXCEPT:

• Top navigation
• A dedicated section with a CTA near the top of the homepage
• A link on every website page even if the content isn’t relevant
• All are true

Question 106: Fill in the blank: _________ is Google’s machine-learning artificial intelligence system that interprets people’s searches to find pages that might not have the exact words they searched for.

• Panda
• Hummingbird
• RankBrain
• Penguin

Question 107: True or false? It’s recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource.

• True
• False

Question 108: True or false? A resource pillar page should only be made up of internal website links.

• True
• False

Question 109: True or false? Social media is a key driver for word-of-mouth marketing.

• True
• False

Question 110: There are many benefits to having a social media strategy. Which answer is NOT one of them?

• Social media helps you expand your other marketing efforts.
• Social media helps you attract buyers.
• Social media helps you send better emails.
• Social media is a key driver for word-of-mouth marketing.

Question 111: True or false? A buyer persona is as important as business objectives when developing a social media strategy.

• True
• False

Question 112: True or false? One of the best uses of Twitter is networking in private groups.

• True
• False

Question 113: Which network has the longest life for a piece of content?

• Facebook
• LinkedIn
• Snapchat
• Pinterest

Question 114: On which social network should you share content most frequently?

• Facebook
• LinkedIn
• Twitter
• Pinterest

Question 115: What is Snapchat’s largest age demographic?

• 12 years to 24 years
• 18 years to 30 years
• 22 years to 35 years
• 30 years to 50 years

Question 116: What is social listening?

• Having conversations with individuals talking about your industry, brand, products, and services
• Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
• Tracking, analyzing, and responding to conversations across the internet
• Participating in art, music, and government

Question 117: What is social monitoring?

• Having conversations with individuals talking about your industry, brand, products, and services
• Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
• Tracking, analyzing, and responding to conversations across the internet
• Participating in art, music, and government

Question 118: What is social engagement?

• Having conversations with individuals talking about your industry, brand, products, and services
• Actively looking for mentions and conversations that pertain to your brand, products, hashtags, and more
• Tracking, analyzing, and responding to conversations across the internet
• Participating in art, music, and government

Question 119: True or false? Social listening can help you find leads.

• True
• False

Question 120: True or false? Social content is only used during the attract and delight stages of the inbound methodology.

• True
• False

Question 121: Fill in the blank: If you plan to do real-time marketing, you’ll need to use __________.

• An influencer marketing agency
• Paid advertising
• Social listening
• Animated. gifs

Question 122: Fill in the blank: Instagram stories are a great way to _____________.

• demonstrate complex concepts quickly and easily
• directly message a customer to answer a question
• deliver video podcasts
• drive traffic and engagement

Question 123: All of the following are metrics you need to track in your social media audit EXCEPT:

• True
• False

Question 124: All of the following are metrics you need to track in your social media audit EXCEPT:

• Engagement
• Bounce rate
• Content performance
• Content publishes time

Question 125: What is a social media audit?

• A hard look at the data from all your social accounts and the social conversations about your brand and your competitors
• A method to direct your audience in all channels to the best way they can have a conversation with you
• A way to reach your customers and prospects in unprecedented ways, with greater reach and more specific targeting than ever before
• A tool to look for unhappy customers of a competitor and reach out with an offer to help, thus generating leads

Question 126: True or false? Prospects who follow a company’s social channels are more likely to convert into customers.

• True
• False

Question 127: What is the definition of lead nurturing?

• A process of building relationships with prospects with the goal of earning their business when they’re ready
• A marketing effort focused on engaging with only your leads in a way that encourages them to progress toward a specific action
• A marketing effort focused on engaging with your leads AND customers in a way that encourages them to progress toward multiple actions at the same time
• A sales effort focused on engaging with your warm leads in a way that encourages them to progress toward a purchase

Question 128: What is lead nurturing’s three-pronged approach for delivering helpful content?

• Timely, efficient, and targeted
• Timely, contextual, and process-based
• Effective, efficient, and targeted
• Targeted, persona-driven, and contextual

Question 129: Lead nurturing is focused on providing value to your leads by offering the information they need at the right time. Which stage of the inbound methodology does lead nurturing primarily occur?

• Close
• Delight
• Attract
• Convert

Question 130: If a contact downloads your newsletter titled, “The Best Ways to Create Subject Lines for Email,” what would be the best next step to continue the conversation with this contact?

• Send an email to schedule a demo call with your sales rep.
• Send a follow-up piece of content that builds off that subject.
• Send 2-3 pieces of content that encompass how to build a complete email strategy.
• Don’t send anything yet, wait for them to reach back out.

Question 131: What are three key elements that any lead nurturing strategy will need?

• Contact management, segmentation, and the buyer’s journey
• Buyer personas, the buyer’s journey, and lead nurturing software
• Lead nurturing software, contact management, and segmentation
• Segmentation, buyer personas, and the buyer’s journey

Question 132: Contact management is an important piece of lead nurturing because it helps you understand the contacts you’re reaching out to. What is the definition of contact management?

• Contact management is a strategy that focuses on using a software program to easily store and source a contact’s information.
• Contact management is tool that helps you manage your contacts.
• Contact management is a strategy that focuses on tool-agnostic strategy to manage your contacts.
• Contact management is how you track the email deliverability rate of your contacts.

Question 133: When creating segments for your lead nurturing campaigns, you need to understand who your personas are and where they are in the buyer’s journey allows you to decide what types of content they need. What are the three stages of the buyer’s journey?

• Awareness, consideration, and decision
• Attract, consideration, and delight
• Awareness, consideration, and conversion
• Awareness, decision, and delight

Question 134: When creating a lead nurturing campaign, there are five steps to providing value to your prospects. The first two steps are setting goals and selecting personas. What are the last three steps for creating an effective lead nurturing campaign?

• Creating content, identifying the timeline, and measuring and improving
• Identifying the timeline, measuring your content, and segmenting your contacts
• Testing your content, identifying the timeline, and creating additional content
• Organizing your contacts, creating content, and identifying the timeline

Question 135: True or false? You can nurture both your leads and your customers.

• True
• False

Question 136: Fill in the blank: You set out to have 15 of your unengaged leads click a link to a resource article by the end of your month-long workflow. This is an example of a __________.

• SMART goal
• Conversion path
• Lead nurturing campaign
• Content strategy

Question 137: What is a conversation?

• A conversation is an interactive communication between two or more parties.
• A conversation is an interactive communication that can only occur in person or over the phone.
• A conversation is an interactive communication between robots.
• A conversation is the passive communication that occurs through likes and shares on social media channels.

Question 138: Where do conversations fit into your inbound marketing strategy?

• Conversations fit into your inbound marketing strategy because you’re going to need to have one with your team now that you know what inbound is all about.
• Conversations are only for outbound marketers. Content and promotion is for inbound marketers.
• By using channels that deliver or simulate a conversation with your website visitors, you can deliver your content in a consistent and relationship-focused way.
• By using channels that your buyers personas consider “trendy,” your brand maintains its reputation of being relevant and up to date.

Question 139: What is a conversational growth strategy?

• The long-term planning, creation, and management of your content marketing efforts
• The delivery of the right message to the right person at the right time, every time
• The creation and management of your combined conversion efforts
• The long-term planning, creation, and management of your professional network

Question 140: Why are conversations important in an inbound strategy?

• You need to have conversations with your team once you know what inbound is all about.
• Conversations are only for outbound marketers. Content and promotion are for inbound marketers.
• Conversations can deliver your content in a consistent and relationship-focused way.
• Conversations might be considered trendy by your buyer personas, so your brand will gain more traction in the social media space.

Question 141: What are the steps to implementing a conversational growth strategy?

• Think, Plan, Build
• Think, Plan, Grow
• Think, Optimize, Chat
• Chat, Spend, Share

Question 142: Which three elements are important to consider when determining if you should start to automate a conversation on your website?

• That it is repeatable, predictable, and impactful.
• That it is significant, cheap, and easy.
• That it is purposeful, replicable, and impactful.
• That it is relationship-focused, replicable, and easy.

Question 143: What role does optimization play in your conversational growth strategy?

• Unlike conversions, conversations are evergreen and don’t need to be optimized.
• As conversations are unique exchanges with many website visitors, they cannot be optimized.
• Conversations need to be optimized once every four months.
• You need to iterate and optimize your conversations over time.

Question 144: What is shared knowledge?

• The collective hive mind of HubSpot users.
• Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns.
• Shared knowledge is the data you purchase in lists.
• The information you repurpose across channels for your website visitors.

Question 145: True or false? In relation to reporting, “data in” is the data you collect, either by asking for it explicitly or gathering it through analytics implicitly.

• True
• False

Question 146: True or False? In relation to reporting, “data out” is data you collect, either by asking for it explicitly or gathering it through analytics implicitly.

• True
• False

Question 147: True or false? An effective conversion path must include a landing page.

• True
• False

Question 148: How do you calculate a conversion rate?

• Divide the number of people who viewed your conversion opportunity by the number of people on your marketing team.
• Divide your total number of website visitors who had visited your site to date by the total number of people who converted on your net new form.
• Divide the number of people who converted on your call-to-action, form, etc., by the total number of people who viewed it.
• Divide your total number of website visitors by your total number of company employees.

Question 149: Each of these examples is a great way to prevent too much distraction in your conversion path EXCEPT:

• Adding more buttons to your page to frame the conversion
• Removing the navigation bar
• Carefully placing your pop-ups
• Experimenting with the design and elements on a page

Question 150: What is the difference between reporting and analytics?

• Reporting explains what has happened, while analytics is an attempt to explain why something has happened.
• Analytics explains what has happened, while reporting is an attempt to explain why something has happened.
• Trick question! There isn’t one.
• Reporting is for journalists, while analytics is for marketing, sales, and services representatives.

Question 151: What are SMART goals?

• Specific, Marketable, Attractive, Responsible, Testable
• Specific, Marketable, Attainable, Relevant, Testable
• Specific, Measurable, Attainable, Relevant, Timely
• Specific, Measurable, Attractive, Relevant, Timely

Question 152: Define a conversion path.

• The method by which you encourage someone on your site to move down your funnel.
• The method by which you encourage someone to visit your site from social media.
• The method by which you encourage someone to spend 30 minutes or more on your website.
• The method by which you encourage someone to read your well-crafted automated email.

Question 153: What are the steps for creating a conversion path?

• Attract, convert a lead, close a deal, and delight a customer.
• Create awareness, determine your end point, chart your course, and analyze.
• Create awareness, determine your end point, chart your course, build a ship, ahoy matey.
• Create awareness, chart your course, optimize, convert a qualified lead.

Question 154: You’re trying to calculate the conversion rate on one of your forms. 600 people visited your landing page, but only 50 visitors submitted the form. What is the conversion rate of your form?

• 8.3%
• 16.6%
• 33.3%
• 50%

Question 155: True or false? Conversion optimization is NOT an iterative process.

• True
• False

Question 156: True or false? Conversion optimization can positively impact your return on investment.

• True
• False

Question 157: What is conversion optimization?

• Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.
• Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey.
• Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
• Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.

Question 158: What are the steps of conversion optimization?

• Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.
• Define your objective, establish your baseline, form a hypothesis, design your tests, analyze your data.
• Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.
• Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.

Question 159: How long should you let your conversion optimization experiments run (on average)?

• 1 week
• 4 weeks
• 12 weeks
• 48 weeks

Question 160: You’re tasked with improving the conversion rate on your product and services page over time. You think that changing the page’s copy will positively impact the overall conversion rate. Which of the following is an example of a good hypothesis for this optimization experiment?

• I think this change will work because I know my buyer persona really well.
• By changing this page’s copy, the conversion rate will increase because it frames our product and service page in a way that better aligns with our buyer persona’s needs.
• The conversion rate will increase by 87%. Constant change on product and services pages increases trust.
• By changing this page’s copy, the conversion rate will increase.

Question 161: What is SCOPE?

• Standardize, Contextualize, Optimize, Personalize, Empathize
• Specialize, Contextualize, Optimize, Personalize, Epitomize
• Standardize, Contextualize, Organize, Personalize, Energize
• Standardize, Contextualize, Organize, Personalize, Expertize

Question 162: What is the definition of a buyer persona?

• A semi-fictional representation of your ideal customer based on real data and some select educated speculation
• A lead in your database
• A true view of your personas
• A completely fictional representation of your ideal customer based on real data and some select educated speculation

Question 163: True or false? A call-to-action must be a button.

• True
• False

Question 164: What is another commonly used term for conversion optimization?

• Conversion content strategy optimization
• Lead conversion optimization
• Relationship rate optimization
• Conversion rate optimization

Question 165: Marketing automation is a key piece of lead nurturing because it’s how you deliver information. How is marketing automation defined?

• The software that exists with the goal of automating your marketing actions
• Automation tools to help automate sales-specific actions
• The thought process behind delivering information in lead nurturing
• The software that is used for your entire inbound strategy

Question 166: Fill in the blank: If lead nurturing is the content, then segmentation is __________.

• how content is created
• a contact management strategy
• how you provide context
• None of the above

Question 167: Situational example: You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company’s bottom line and return on investment in mind, what’s the most strategic avenue to choose?

• You could invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue. This would increase the amount of people in your funnel and therefore the amount of people moving through your funnel.
• You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment.
• You could invest additional resources in your sales team. The more you increase that team’s overall job satisfaction, the more encouraged they will feel to make each and every sale count. This will have a positive impact on the efficiency of your funnel.
• You could increase the budget of your services team. By increasing the amount of customers that retain with your company, you will need less net new gains to generate the desired level of revenue.

Question 168: Fill in the blank: Contact management is a __________.

• strategy that focuses on using a software program to easily store and source a contact’s information
• tool for managing your contacts
• tool-agnostic strategy for managing your contacts
• process for how you track the email deliverability rate of your contacts

Question 169: Which of the following is NOT a benefit of having a social media strategy?

• Social media helps you expand your other marketing efforts.
• Social media helps you attract buyers.
• Social media helps you send better emails.
• Social media is a key driver for word-of-mouth marketing.

Question 170: True or false? It’s necessary to conduct a social media audit every 2–3 years.

• True
• False

Question 181: Why would you want to conduct a social media audit? Choose all that apply.

• To track a new campaign, you are developing
• To discover trends, you can use to create or modify social media campaigns
• To receive valuable insight into customer sentiment and perception of your brand
• To help you determine where you may have broken website links

Question 182: Where might you consider placing links to your social media channels?

• On your business cards
• In your presentation templates
• On your website
• At the bottom of your newsletter
• All of the above

Question 183: The five fundamentals of inbound marketing are:

• SEO, social media promotion, conversion, reporting, email marketing
• Buyer personas, buyer’s journey, setting goals, lead nurturing, SEO
• Contacts, buyer personas, buyer’s journey, content, setting goals
• Attract, engage, delight, segmentation, SEO

Question 184: Why is goal setting important to inbound marketing?

• Creates alignment among your marketing, sales, and services teams
• Helps you measure the success of your inbound marketing efforts
• Gives you guard rails for your content
• All of the above

Question 185: What is a contact?

• One of your existing customers
• Anybody your company markets to, sells to, partners with, engages with, or employs
• A person sent by the intelligence agency of his or her own country who approaches an intelligence agency in the hope of being recruited as a spy
• A piece of software or a platform that helps you keep track of your leads, prospects, and customers

Question 186: True or false? Marketing only occurs during the Attract stage of the inbound methodology.

• True
• False

Question 187: When identifying buyer’s journey content for a long-term content strategy, it’s important to focus on content for which stage(s)?

• Awareness
• Consideration
• Decision
• All of the above

Question 188: What three criteria should you use when deciding to automate a conversation on your website?

• That it is significant, cheap, and easy.
• That it is purposeful, replicable, and impactful.
• That it is repeatable, predictable, and impactful.
• That it is relationship-focused, replicable, and easy.

Question 189: Which of the following questions can help you determine which channel is right for you?

• Are my visitors engaging with this channel?
• Does this channel solve for my visitors’ needs?
• Is this channel right for my team?
• All of the above

Question 190: Each example below is a great way to prevent too much distraction in your conversion path EXCEPT:

• Adding more buttons to your page to frame the conversion
• Removing the navigation bar
• Using simple, compelling copy to frame your content offer
• Experimenting with the design or layout of the page

Question 191: Which of the following would be the most appropriate call-to-action to place at the bottom of an awareness-stage blog post?

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

Question 192: All of the following elements will help readers easily digest the content of a blog post EXCEPT:

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

Question 193: What is an example of a great value offer?

• Educational videos
• Free tools
• Blog posts
• Whitepapers
• All of the above

Question 194: Fill in the blank: a conversion path is the method by which you encourage someone to __________.

• move down your funnel
• visit your site from social media
• spend 30 minutes or more on your website
• read your well-crafted automated email

Question 195: What area(s) can you experiment with when you’re optimizing a conversion opportunity?

• The design of the conversion opportunity itself (e.g., the CTA colors, length of form, etc.)
• Any copy on or surrounding the conversion opportunity
• Supporting images, links, headlines, testimonials, social proof
• All of the above

Question 196: What does a content compass helps organize monthly initiatives by?

• SMART goals
• Sales campaigns
• Inbound marketing campaigns
• All of the above

Introduction to HubSpot Inbound Marketing

HubSpot Inbound Marketing is a strategy and software platform designed to attract, engage, and delight customers through relevant and helpful content, rather than interruptive ads. Here’s a breakdown of what it involves:

1. Core Principles of Inbound Marketing:

• Attract: Use content, SEO, social media, and other techniques to draw in potential customers who are actively searching for solutions to their problems.
• Engage: Offer value through personalized content, tools, and interactions that address the specific needs and interests of your audience.
• Delight: Provide exceptional customer experiences to turn satisfied customers into advocates who help promote your brand.

2. HubSpot’s Role:

HubSpot provides a comprehensive suite of tools designed to support inbound marketing efforts. Their platform includes:

• Content Management System (CMS): For creating and managing your website and blog content.
• Email Marketing: Tools to create, send, and analyze email campaigns.
• Social Media Tools: For scheduling posts, monitoring engagement, and analyzing performance.
• Lead Generation: Includes forms, landing pages, and calls-to-action to capture and convert leads.
• CRM (Customer Relationship Management): To manage and nurture your leads and customers.
• Analytics: To track the performance of your marketing efforts and understand your audience’s behavior.

3. Key Tactics in Inbound Marketing:

• Content Creation: Develop blogs, eBooks, videos, and other types of content that provide value to your target audience.
• SEO (Search Engine Optimization): Optimize your content and website to rank higher in search engine results.
• Social Media: Engage with your audience on platforms like Facebook, Twitter, LinkedIn, etc.
• Email Campaigns: Send targeted and personalized emails to nurture leads and maintain customer relationships.
• Lead Nurturing: Use workflows and automated sequences to guide leads through the buyer’s journey.
• Analytics and Reporting: Regularly review performance metrics to refine and improve your marketing strategies.

4. Benefits of Using HubSpot for Inbound Marketing:

• All-in-One Platform: HubSpot integrates various marketing tools into one platform, streamlining processes.
• Automation: Helps in automating repetitive tasks and personalizing interactions.
• Scalability: Suitable for businesses of all sizes, from startups to large enterprises.
• Educational Resources: HubSpot offers extensive training resources through HubSpot Academy, helping users maximize the platform’s potential.

By leveraging these tools and principles, businesses can build more meaningful relationships with their audience, ultimately leading to increased trust, loyalty, and conversions.

Twitter for Creatives Certification Exam Answers

Question 1: What is media innovation?

• developing groundbreaking technological tools
• finding new and interesting ways of doing things, and finding a solution that matches a need
• being the first to integrate the latest technological developments into your campaign

Question 2: Among the case studies we reviewed, what brand challenged Twitter users to an interactive “scroll race?”:

• Glade
• Burger King
• Adidas UK
• Mountain Dew

Question 3: API Marketing Partners assist with the following goals: (select all that apply)

• audience targeting
• campaign management
• advertising analytics
• creative ad experiences
• brand voice conception
• drafting inspirational content

Question 4: What are the essential elements of effective brand voices? (select three)

• conversational
• wit
• real-time
• authenticity
• emojis

Question 5: Your campaign goal is customizing video at scale. Which of the following choices is the most likely API solution?

• digital carting for CPG
• branding: custom mobile landing pages
• video personalization
• lead capture: custom mobile landing pages

Question 6: In our case study, PedidosYa worked with an API Partner to develop a highly targeted campaign using:

• Carousel Cards
• Video Ads
• Twitter Audience Platform
• Animated GIFs

Question 7: A distinct brand voice allows your brand to: (select all that apply)

• speak with personality
• connect with culture
• offer discounts
• generate and join conversations

Question 8: The best time to bring the in-house audience insight team into a campaign is:

• simultaneously with the campaign launch
• at the conclusion of the campaign
• before the brand initiative kicks off
• after the brand initiative kicks off

Question 9: What percentage of users rate Twitter “good” or “great” for brand interaction?

• 37%
• 49%
• 71%
• nearly 100%

Question 10: Which of the following are components of the OUI Framework? (select all that apply)

• Initiate
• Obtain
• Ideate
• Observe
• Utilize
• Understand

Question 11: In Activision’s case study, the backbone of their successful Warzone campaign was:

• it was the first brand to gamify Twitter
• its video content had an unusually high production value
• its ability to deliver a personalized report to every player in a matter of seconds

Question 12: The attitudes, tone, and substance of your brand’s content should be:

• sassy but relatable
• reflective of everything your brand stands for
• in line with the latest trends

Question 13: When defining your brand voice, first consider the brand’s:

• goals, plan, and results
• Vision, Mission, Values
• origin, journey, and destination

Question 14: Leading brands are more likely to evoke an emotional response in their audiences by a factor of:

• 5X
• 2X
• 8X

Question 15: In our case study, no name’s brand voice stands out because of its:

• witty, deadpan style
• optimistic, cheerful style
• eloquent, elevated style

Question 16: Thinking back to our case studies, what percentage of people on Twitter believe brands should affect positive change in society?

• 61%
• 41%
• >99%
• <1%
• 81%

Question 17: What are the two key use cases for when brands should always activate on Twitter? (select two)

• launching something new
• selecting the right hashtags
• ensuring your replies contain GIFs
• connecting with what’s happening

Question 18: Which element of a creative campaign should be developed first?

• the technology
• the insights-based creative idea
• the data

Question 19: When your brand connects with what’s happening on Twitter, you can see lifts in: (select all that apply)

• message association
• purchase intent
• brand awareness
• brand preference

Question 20: Twitter Advanced Search allows you to:

• search, segment, and filter Twitter’s Tweets and profiles
• protect your brand by participating in conversations anonymously
• find an API Partner to meet your campaign’s technological needs

Question 21: A Kantar study revealed the correlation between a brand’s cultural relevance and its purchase intent to be:

• 65%
• 73%
• 58%
• 44%

Question 22: For more customized research or analysis that gives you a deeper understanding of how Twitter users really think and feel, consider working with:

• other Twitter users
• Twitter’s in-house audience insight team
• an independent consultant

Question 23: Launches typically fall into the following categories: (select all that apply)

• new messaging
• new products or features
• new branding
• new company leadership

Question 24: In our case study, no name’s Twitter handle isn’t a typical marketing channel primarily because it is a destination for:

• reliable information and breaking news
• the best deals and promotions of their products
• entertainment and conversation

Question 25: According to a Bain study of global brands, marketers that hit their launch KPIs were more likely to include Twitter in their launch mix by what factor?

• 2.3X
• 8.2X
• 5X
• 1.9X

Question 26: When it comes to conversation on Twitter, successful brands:

• keep it professional by avoiding engagement
• always use the full character limit to express themselves more clearly
• interact exclusively with other brands
• join existing conversations and inspire new ones

Question 27: How does Twitter help you succeed through the funnel?

• it offers versatile, ready-made creative content
• it offers a full suite of ad formats
• it offers unlimited access to brand leaders

Question 28: The number one reason people come to Twitter is:

• culture
• to see what’s happening
• making money
• news
• gossip & entertainment

Question 29: What are three key strengths that characterize Twitter’s audience?

• growth, insights, conversation
• targeted, character, community
• growth, impact, community
• growth, influence, community

Introduction to Twitter for Creatives

Twitter can be a fantastic platform for creatives of all kinds to connect, share their work, and engage with a community. Here are some ways creatives can make the most out of Twitter:

1. Showcase Your Work

• Share Your Creations: Post snippets, previews, or finished pieces of your artwork, writing, music, etc.
• Use Media: Include images, videos, or links to your work. Visual content often garners more engagement.

2. Build Your Brand

• Consistent Aesthetic: Maintain a consistent style and tone in your tweets to build a recognizable brand.
• Professional Bio: Craft a bio that clearly communicates who you are and what you do.

3. Engage with the Community

• Follow Other Creatives: Connect with others in your field to stay inspired and informed.
• Participate in Conversations: Join discussions relevant to your interests or expertise. This can help you build relationships and establish yourself in your niche.

4. Use Hashtags Strategically

• Relevant Hashtags: Use hashtags that are popular within your creative community to increase visibility.
• Create Your Own: Develop a unique hashtag for a project or series to build a following around it.

5. Share Your Process

• Behind-the-Scenes: Show the process behind your creations. This can include work-in-progress shots, brainstorming sessions, or even challenges you face.
• Tips and Tricks: Share your knowledge and expertise with others. This can help position you as an authority in your field.

6. Promote Events and Collaborations

• Announce Releases: Use Twitter to announce new work, upcoming shows, or releases.
• Collaborate: Engage with other creatives on collaborative projects and share the results.

7. Utilize Twitter Features

• Threads: Use Twitter threads to share longer-form content or stories that span multiple tweets.
• Polls: Run polls to engage your audience and gather feedback.
• Spaces: Host or participate in Twitter Spaces for live audio conversations and discussions.

8. Engage with Feedback

• Respond to Comments: Engage with your audience by replying to comments and messages.
• Constructive Criticism: Be open to feedback and use it as an opportunity for growth.

9. Stay Updated

• Trends: Keep an eye on trending topics and incorporate relevant trends into your content when appropriate.
• Twitter Lists: Create lists to organize accounts you follow into categories, making it easier to stay updated with specific communities or topics.

10. Be Authentic

• Personal Touch: Let your personality shine through in your tweets. Authenticity helps build a genuine connection with your audience.

Using these strategies can help you leverage Twitter effectively as a creative professional, allowing you to reach new audiences and build meaningful connections within your industry.