Hub spot inbound marketing exam answer

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Inbound Marketing Certification (New) Exam Answers
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.
Which of the following is NOT a category you
should organize your content audit by?
? ? ? ?
Buyers journey stage Content length Marketing
funnel stage Content title
True or false? A customers buying journey is
ever-evolving. You should make updates as you
learn more about your buyer persona.
? ?
True False
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
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True or false? Sprinkling in relevant content
offers on your 10x content pillar page can help
your buyer personas continue educating themselves
through the buyers journey.
? ?
True False
All of the following are helpful ways to promote
your pillar pages on your website EXCEPT
? ? ? ?
Top navigation A dedicated section with a CTA
near the top of the homepage A link on every
website page even if the content isnt relevant
All are true
Fill in the blank is Googles machine-learning
artificial intelligence system that interprets
peoples searches to find pages that might not
have the exact words they searched for.
? ? ? ?
Panda Hummingbird RankBrain Penguin
True or false? Its recommended that you offer
the content on a 10x content pillar page as a
packaged downloadable resource.
? ?
True False
True or false? A resource pillar page should only
be made up of internal website links.
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True False
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True or false? Social media is a key driver for
word-of-mouth marketing.
? ?
True False
True or false? A buyer persona is as important as
business objectives when developing a social
media strategy.
? ?
True False
True or false? One of the best uses of Twitter is
networking in private groups.
? ?
True False
On which social network should you share content
most frequently?
? ? ? ?
Facebook LinkedIn Twitter Pinterest
What is Snapchats largest demographic?
? ? ? ?
12-24 18-30 22-35 30-50
What is social listening?
The step you take to have conversations with
individuals talking about your industry, brand,
products, and services. The method of actively
looking for mentions and conversations that
pertain to your brand, products, hashtags, and
more. How you track, analyze, and respond to
conversations across the internet. A method of
changing art, music, governments, and businesses.
?
?
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What is social monitoring?
The step you take to have conversations with
individuals talking about your industry, brand,
products, and services. The method of actively
looking for mentions and conversations that
pertain to your brand, products, hashtags, and
more. How you track, analyze, and respond to
conversations across the internet. A method of
changing art, music, governments, and businesses.
?
?
? ?
True or false? Social listening can help you find
leads.
? ?
True False
If you plan to do real-time marketing, youll
need to use what?
? ? ? ?
An influencer marketing agency Paid
advertising Social listening Animated .gifs
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
True or false? Its necessary to conduct a social
media audit every 2-3 years.
? ?
True False
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All of the following are metrics you need to
track in your social media audit EXCEPT
? ? ? ?
The posts with the most engagement (things like
comments and likes) The bounce rate The types of
content that have the best and worst performance
The publish time of posts that have the best
engagement
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.
?
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?
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True or false? Prospects who follow a companys
social channels are more likely to convert into
customers.
? ?
True False
What is the definition of lead nurturing?
A process of building relationships with
prospects with the goal of earning their
business when theyre 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.
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?
?
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By using lead nurturing, you can deliver helpful
content with the right context. What is the
three-pronged approach to help you do this?
? ? ? ?
Timely, efficient, and targeted approach Timely,
contextual, and process-based approach
Effective, efficient, and targeted approach
Targeted, persona-driven, and contextual approach
Marketing automation is a key piece of lead
nurturing because its how you deliver
information. How is marketing automation defined?
? ? ? ?
The software that exists with the goal of
automating your marketing actions. Automation
tools to help automate sales-specific
actions. The thought process behind delivering
information in lead nurturing. The software that
is used for your entire inbound strategy.
If a contact downloads a piece of your content,
such as a newsletter titled, The Best Ways to
Create Subject Lines for Email, what would be
the best reaction you could take to continue the
conversation with this contact?
? ? ? ?
Send an email to schedule a demo call with your
sales rep. Send a follow-up piece of content
that builds off that subject. Send 2-3 pieces of
content that encompass how to build a complete
email strategy. Dont send anything yet, wait
for them to reach back out.
When creating a lead nurturing strategy for your
business, you need a goal to create the big
picture strategy for your lead nurturing
campaigns. What are three key elements that any
strategy will need?
? ? ? ?
Contact management, segmentation, and the buyer's
journey Buyer personas, the buyer's journey, and
lead nurturing software Lead nurturing software,
contact management, and segmentation
Segmentation, buyer personas, and the buyer's
journey
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When creating segments for your lead nurturing
campaigns, you need to understand who your
personas are and where they are in the buyer's
journey which allows you to decide what types of
content they need. What are the three stages of
the buyers journey?
? ? ? ?
Awareness, consideration, and decision Attract,
consideration, and delight Awareness,
consideration, and conversion Awareness,
decision, and delight
True or false? You can nurture both your leads
and your customers.
? ?
True False
You set out to have 15 of your unengaged leads
click a link to a resource article by the end of
your month-long workflow. What is this an example
of?
? ? ? ?
SMART goal Conversion path Lead nurturing
campaign Content strategy
What is a conversation?
? ?
A conversation is an interactive communication
between two or more parties. A conversation is an
interactive communication that can only occur in
person or over the phone. A conversation is an
interactive communication between robots. A
conversation is the passive communication that
occurs through likes and shares on social media
channels.
? ?
Where do conversations fit into your inbound
marketing strategy?
Conversations fit into your inbound marketing
strategy because youre going to need to have
one with your team now that you know what inbound
is all about.
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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.
?
?
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What is a conversational growth strategy?
The long-term planning, creation, and management
of your content marketing efforts. The delivery
of the right message to the right person at the
right time, every time. The creation and
management of your combined conversion
efforts. The long-term planning, creation, and
management of your professional network.
?
? ? ?
What are the steps to implementing a
conversational growth strategy?
? ? ? ?
Think, Plan, Build Think, Plan, Grow Think,
Optimize, Chat Chat, Spend, Share
Which three elements are important to consider
when determining if you should start to automate
a conversation on your website?
? ? ? ?
That it is repeatable, predictable, and
impactful. That it is significant, cheap, and
easy. That it is purposeful, replicable, and
impactful. That it is relationship-focused,
replicable, and easy.
What role does optimization play in your
conversational growth strategy?
? ?
Unlike conversions, conversations are evergreen
and dont 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.
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You need to iterate and optimize your
conversations over time.
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What is shared knowledge?
? ?
The collective hive mind of HubSpot
users. Information or data that is accessible by
all tools (like chatbots), and participants
(like people), in your campaigns. Shared
knowledge is the data you purchase in lists. The
information you repurpose across channels for
your website visitors.
? ?
What is SCOPE?
? ? ? ?
Standardize, Contextualize, Optimize,
Personalize, Empathize Specialize,
Contextualize, Optimize, Personalize, Epitomize
Standardize, Contextualize, Organize,
Personalize, Energize Standardize,
Contextualize, Organize, Personalize, Expertize
True or false? In relation to reporting, data
in is the data you collect, either by asking
for it explicitly or gathering it through
analytics implicitly.
? ?
True False
True or False? In relation to reporting, data
out is data you collect, either by asking for
it explicitly or gathering it through analytics
implicitly?
? ?
True False
What is the definition of a buyer persona?
A semi-fictional representation of your ideal
customer based on real data and some select
educated speculation A lead in your database A
true view of your personas
?
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A completely fictional representation of your
ideal customer based on real data and some
select educated speculation
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True or false? An effective conversion path must
include a landing page.
? ?
True False
True or false? A call-to-action must be a button.
? ?
True False
How do you calculate a conversion rate?
To calculate your conversion rate, divide the
number of people who viewed your conversion
opportunity by the number of people on your
marketing team. To calculate your conversion
rate, divide your total number of website
visitors who had visited your site to date by
the total number of people who converted on your
net new form. To calculate your conversion rate,
divide the number of people who converted on
your call-to-action, form, etc., and divide it by
the total number of people who viewed it. To
calculate your conversion rate, divide your total
number of website visitors by your total number
of company employees.
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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
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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 isnt one. Reporting is for
journalists, while analytics is for marketing,
sales, and services representatives.
?
?
? ?
What are SMART goals?
? ? ? ?
Specific, Marketable, Attractive, Responsible,
Testable Specific, Marketable, Attainable,
Relevant, Testable Specific, Measurable,
Attainable, Relevant, Timely Specific,
Measurable, Attractive, Relevant, Timely
Define a conversion path.
The method by which you encourage someone on your
site to move down your funnel. The method by
which you encourage someone to visit your site
from social media. The method by which you
encourage someone to spend 30 minutes or more on
your website. The method by which you encourage
someone to read your well-crafted automated
email.
?
? ?
?
What are the steps for creating a conversion path?
? ? ?
Attract, convert a lead, close a deal, and
delight a customer. Create awareness, determine
your end point, chart your course, and
analyze. Create awareness, determine your end
point, chart your course, build a ship, ahoy
matey.
? Create awareness, chart your course, optimize,
convert a qualified lead.
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Situational example Youre trying to calculate
the conversion rate on one of your forms. 600
people visited your landing page, but only 50
visitors submitted the form. What is the
conversion rate of your form?
? ? ? ?
8.3 16.6 33.3 50
True or false? Conversion optimization is NOT an
iterative process.
? ?
True False
True or false? Conversion optimization can
positively impact your return on investment.
? ?
True False
What is conversion optimization?
Conversion optimization is investment that
produces reliable month-over-month growth. Your
website becomes stronger as you continue to
measure, iterate, and act. Conversion
optimization is focused on attracting customers
through relevant and helpful content and adding
value at every stage in your customer's buying
journey. Conversion optimization is the process
of testing hypotheses on elements of your site
with the ultimate goal of increasing the
percentage of visitors who take the desired
action. Conversion optimization is the
technology, processes, and content that empower
sales teams to sell efficiently at a higher
velocity.
?
?
?
?
What are the steps of conversion optimization?
Define your objective, form a hypothesis, design
your tests, establish your baseline, analyze
your data.
?
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Define your objective, establish your baseline,
form a hypothesis, design your tests, and
analyze your data. Analyze your data, design your
tests, form a hypothesis, establish your
baseline, define your objective. Form a
hypothesis, analyze your data, establish your
baseline, define your objectives, design your
tests.
?
?
?
How long should you let your conversion
optimization experiments run (on average)?
? ? ? ?
1 week 4 weeks 12 weeks 48 weeks
What is another commonly used term for conversion
optimization?
? ? ? ?
Conversion content strategy optimization Lead
conversion optimization Relationship rate
optimization Conversion rate optimization
Situational example You are tasked with
generating twice the amount of qualified leads
your company generated last quarter. With your
companys bottom line and return on investment in
mind, whats 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 teams 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.
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Situational example Youre tasked with improving
the conversion rate on your product and services
page over time. You think that changing
the pages copy will positively impact the
overall conversion rate. Whats 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
pages copy, the conversion rate will increase
because it frames our product and service page
in a way that better aligns with our buyer
personas needs. The conversion rate will
increase by 87. Constant change on product and
services pages increases trust. By changing this
pages copy, the conversion rate will increase.
?
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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.
Which network has the longest life for a piece of
content?
? ? ? ?
Facebook LinkedIn Snapchat Pinterest
What is social engagement?
The step you take to have conversations with
individuals talking about your industry, brand,
products, and services. The method of actively
looking for mentions and conversations that
pertain to your brand, products, hashtags, and
more. How you track, analyze, and respond to
conversations across the internet. A method of
changing art, music, governments, and businesses.
?
?
? ?
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True or false? Content is only used during the
attract and delight stages of the inbound
methodology.
? ?
True False
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
Contact management is an important piece of lead
nurturing because it helps you understand the
contacts youre 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 contacts 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.
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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
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