HubSpot Inbound Marketing Certification Exam Questions

All possible questions from the latest HubSpot Inbound Marketing certification exam. Download HubSpot Inbound marketing exam answers to get certified faster. Boost your profile!

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?

Buyer’s journey stage 

Content length 

Marketing funnel stage 

Content title

______

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

______

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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

 ______

True or false? Sprinkling in relevant content offers on your 10x content pillar page can help your buyer personas continue educating themselves through the buyer’s journey. 

True 

False

 ______

All of the following are helpful ways to promote your pillar pages on your website EXCEPT: 

Top navigation 

A dedicated section with a CTA near the top of the homepage 

A link on every website page even if the content isn’t relevant 

All are true

 ______

Fill in the blank: _________ is Google’s machine-learning artificial intelligence system that interprets people’s searches to find pages that might not have the exact words they searched for. 

Panda 

Hummingbird 

RankBrain 

Penguin

 ______

True or false? It’s recommended that you offer the content on a 10x content pillar page as a packaged downloadable resource. 

True 

False

 ______

True or false? A resource pillar page should only be made up of internal website links. 

True 

False

 ______

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

True 

False

 ______

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.

 ______

True or false? A buyer persona is as important as business objectives when developing a social media strategy. 

True 

False

 ______

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

Facebook 

LinkedIn 

Snapchat 

Pinterest

 ______

On which social network should you share content most frequently? 

Facebook 

LinkedIn 

Twitter 

Pinterest

 ______

What is Snapchat’s 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.

 ______

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.

 ______

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.

 ______

True or false? Social listening can help you find leads. 

True 

False

 ______

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

True

False

 ______

If you plan to do real-time marketing, you’ll 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? It’s necessary to conduct a social media audit every 2-3 years. 

True 

False

 ______

All of the following are metrics you need to track in your social media audit EXCEPT: 

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.

 ______

True or false? Prospects who follow a company’s 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 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.

 ______

By using lead nurturing, you can deliver helpful content with the right context. What is the three-pronged approach to help you do this? 

Timely, efficient, and targeted approach 

Timely, contextual, and process-based approach 

Effective, efficient, and targeted approach 

Targeted, persona-driven, and contextual approach

 ______

Marketing automation is a key piece of lead nurturing because it’s how you deliver information. How is marketing automation defined? 

The software that exists with the goal of automating your marketing actions. 

Automation tools to help automate sales-specific actions. 

The thought process behind delivering information in lead nurturing. 

The software that is used for your entire inbound strategy.

 ______

If a contact downloads a piece of your content, such as a newsletter titled, “The Best Ways to Create Subject Lines for Email,” what would be the best reaction you could take to continue the conversation with this contact? 

Send an email to schedule a demo call with your sales rep. 

Send a follow-up piece of content that builds off that subject. 

Send 2-3 pieces of content that encompass how to build a complete email strategy. 

Don’t send anything yet, wait for them to reach back out.

 ______

When creating a lead nurturing strategy for your business, you need a goal to create the big picture strategy for your lead nurturing campaigns. What are three key elements that any strategy will need? 

Contact management, segmentation, and the buyer’s journey 

Buyer personas, the buyer’s journey, and lead nurturing software 

Lead nurturing software, contact management, and segmentation 

Segmentation, buyer personas, and the buyer’s journey

 ______

Contact management is an important piece of lead nurturing because it helps you understand the contacts you’re reaching out to. What is the definition of contact management? 

Contact management is a strategy that focuses on using a software program to easily store and source a contact’s information. 

Contact management is tool that helps you manage your contacts. 

Contact management is a strategy that focuses on tool-agnostic strategy to manage your contacts. 

Contact management is how you track the email deliverability rate of your contacts.

 ______

True or false? You can nurture both your leads and your customers. 

True 

False

 ______

You set out to have 15 of your unengaged leads click a link to a resource article by the end of your month-long workflow. What is this an example of? 

SMART goal 

Conversion path 

Lead nurturing campaign 

Content strategy

 ______

What is a conversation? 

A conversation is an interactive communication between two or more parties. 

A conversation is an interactive communication that can only occur in person or over the phone. 

A conversation is an interactive communication between robots. 

A conversation is the passive communication that occurs through likes and shares on social media channels.

 ______

Where do conversations fit into your inbound marketing strategy? 

Conversations fit into your inbound marketing strategy because you’re going to need to have one with your team now that you know what inbound is all about. 

Conversations are only for outbound marketers. Content and promotion is for inbound marketers. 

By using channels that deliver or simulate a conversation with your website visitors, you can deliver your content in a consistent and relationship-focused way. 

By using channels that your buyers personas consider “trendy,” your brand maintains its reputation of being relevant and up to date.

 ______

What is a conversational growth strategy? 

The long-term planning, creation, and management of your content marketing efforts. 

The delivery of the right message to the right person at the right time, every time. 

The creation and management of your combined conversion efforts. 

The long-term planning, creation, and management of your professional network.

 ______

What are the steps to implementing a conversational growth strategy? 

Think, Plan, Build 

Think, Plan, Grow 

Think, Optimize, Chat 

Chat, Spend, Share

 ______

Which three elements are important to consider when determining if you should start to automate a conversation on your website? 

That it is repeatable, predictable, and impactful. 

That it is significant, cheap, and easy. 

That it is purposeful, replicable, and impactful. 

That it is relationship-focused, replicable, and easy.

 ______

What role does optimization play in your conversational growth strategy? 

Unlike conversions, conversations are evergreen and don’t need to be optimized. 

As conversations are unique exchanges with many website visitors, they cannot be optimized. 

Conversations need to be optimized once every four months.

 You need to iterate and optimize your conversations over time.

 ______

What is shared knowledge? 

The collective hive mind of HubSpot users. 

Information or data that is accessible by all tools (like chatbots), and participants (like people), in your campaigns. 

Shared knowledge is the data you purchase in lists. 

The information you repurpose across channels for your website visitors.

 ______

What is SCOPE? 

Standardize, Contextualize, Optimize, Personalize, Empathize 

Specialize, Contextualize, Optimize, Personalize, Epitomize 

Standardize, Contextualize, Organize, Personalize, Energize 

Standardize, Contextualize, Organize, Personalize, Expertize

 ______

True or false? In relation to reporting, “data in” is the data you collect, either by asking for it explicitly or gathering it through analytics implicitly. 

True 

False

 ______

True or False? In relation to reporting, “data out” is data you collect, either by asking for it explicitly or gathering it through analytics implicitly? 

True

False

 ______

What is the definition of a buyer persona? 

A semi-fictional representation of your ideal customer based on real data and some select educated speculation 

A lead in your database 

A true view of your personas 

A completely fictional representation of your ideal customer based on real data and some select educated speculation

 ______

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

True 

False

 ______

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

True 

False

 ______

Each of these examples is a great way to prevent too much distraction in your conversion path EXCEPT: 

Adding more buttons to your page to frame the conversion 

Removing the navigation bar 

Using simple, compelling copy to frame your content offer 

Experimenting with the design or layout of the page

 ______

What is the difference between reporting and analytics? 

Reporting explains what has happened, while analytics is an attempt to explain why something has happened. 

Analytics explains what has happened, while reporting is an attempt to explain why something has happened. 

Trick question! There isn’t one. 

Reporting is for journalists, while analytics is for marketing, sales, and services representatives.

 ______

What are SMART goals? 

Specific, Marketable, Attractive, Responsible, Testable 

Specific, Marketable, Attainable, Relevant, Testable 

Specific, Measurable, Attainable, Relevant, Timely 

Specific, Measurable, Attractive, Relevant, Timely

 ______

Define a conversion path. 

The method by which you encourage someone on your site to move down your funnel. 

The method by which you encourage someone to visit your site from social media. 

The method by which you encourage someone to spend 30 minutes or more on your website. 

The method by which you encourage someone to read your well-crafted automated email.

 ______

What are the steps for creating a conversion path? 

Attract, convert a lead, close a deal, and delight a customer. 

Create awareness, determine your end point, chart your course, and analyze. 

Create awareness, determine your end point, chart your course, build a ship, ahoy matey. 

Create awareness, chart your course, optimize, convert a qualified lead.

 ______

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

True 

False

 ______

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

True

False

 ______

What is conversion optimization? 

Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act. 

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

Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action. 

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

 ______

What are the steps of conversion optimization? 

Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data. 

Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data. 

Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective. 

Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.

 ______

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

1 week 

4 weeks 

12 weeks 

48 weeks

 ______

What is another commonly used term for conversion optimization? 

Conversion content strategy optimization 

Lead conversion optimization 

Relationship rate optimization 

Conversion rate optimization

 ______

Situational example: You are tasked with generating twice the amount of qualified leads your company generated last quarter. With your company’s bottom line and return on investment in mind, what’s the most strategic avenue to choose? 

You could invest more resources in the short term, exponentially driving up the amount of traffic coming to your site to increase revenue. This would increase the amount of people in your funnel and therefore the amount of people moving through your funnel. 

You could increase the chances of your current traffic choosing to convert and move down your funnel. Over time, this has the potential to drastically lower your cost to acquire a customer and positively impact your return on investment. 

You could invest additional resources in your sales team. The more you increase that team’s overall job satisfaction, the more encouraged they will feel to make each and every sale count. This will have a positive impact on the efficiency of your funnel. 

You could increase the budget of your services team. By increasing the amount of customers that retain with your company, you will need less net new gains to generate the desired level of revenue.

 ______

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

True 

False

 ______

When creating segments for your lead nurturing campaigns, you need to understand who your personas are and where they are in the buyer’s journey which allows you to decide what types of content they need. What are the three stages of the buyer’s journey? 

Awareness, consideration, and decision 

Attract, consideration, and delight 

Awareness, consideration, and conversion 

Awareness, decision, and delight

 ______

When creating a lead nurturing campaign, there are five steps to providing value to your prospects. The first two steps are setting goals and selecting personas. What are the last three steps for creating an effective lead nurturing campaign? 

Creating content, identifying the timeline, and measuring and improving 

Identifying the timeline, measuring your content, and segmenting your contacts 

Testing your content, identifying the timeline, and creating additional content 

Organizing your contacts, creating content, and identifying the timeline

 ______

How do you calculate a conversion rate? 

To calculate your conversion rate, divide the number of people who viewed your conversion opportunity by the number of people on your marketing team. 

To calculate your conversion rate, divide your total number of website visitors who had visited your site to date by the total number of people who converted on your net new form. 

To calculate your conversion rate, divide the number of people who converted on your call-to-action, form, etc., by the total number of people who viewed it. 

To calculate your conversion rate, divide your total number of website visitors by your total number of company employees.

 ______

Situational example: You’re trying to calculate the conversion rate on one of your forms. 600 people visited your landing page, but only 50 visitors submitted the form. What is the conversion rate of your form? 

8.3% 

16.6% 

33.3% 

50%

 ______

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