HubSpot Inbound Marketing Certification Exam Answers

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.

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?

Fill in the blank. An effective behavioral marketing and segmentation strategy is built on a foundation of good ________.

Data
Cookies
Buyer personas
Funnel reports

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

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

Fill in the blank. Explicit segmentation is synonymous with ______.

Behavioral marketing
Strategy
Correlation
Causation

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

Fill in the blank: Most tools require you have a confidence threshold of ————, in order to declare a winner in an A/B test.

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

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.

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.

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

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.

Roughly how long should your buyer persona interviews take?

10 minutes
1 hour
20 minutes
20 minutes a week for a month

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.

True or False? An effective content distribution strategy is all about getting your content in front of the most people.

True
False

True or false? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively.

True
False

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

True or false? People are protective of their privacy and do not want their experiences to be highly personalized.

True
False

True or false: Statistical significance is an optional part of A/B testing.

True
False

True or false: The “independent variable” in an A/B test is the control or the variation that remains unchanged.

True
False

True or False? The most effective way to initiate a buyer persona interview request is through a phone call.

True
False

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

True or false? Using people’s information in inbound marketing is not inherently unethical.

True
False

True or False? When conducting buyer persona interviews, make sure to include your colleagues who were involved in the sales process.

True
False

True or False? You should have at least 3 buyer personas.

True
False

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

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

What step should you always incorporate into your content creation workflow?

Editing
Writing
Designing
Distributing

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.

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.

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?

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

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.

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.

Which distribution channel drives results fastest?

Social media
Google ads
Website
Brand mentions

Which distribution channels help drive new audiences? Select all that apply.

Online forums
Social media ads
Email
Guest posts

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.

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

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.

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.

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

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.

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.

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

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.

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

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.

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

Fill in the blank. Marketing automation is a software platform designed to help marketers automate _______ tasks.

Ineffective
Repetitive
Lucrative
Boring

How does the linear attribution model calculate credit?

Equal credit is assigned to all interactions that occurred before the conversion.
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.

If you’re trying to improve customer lifetime value, which phase should you focus on in your marketing flywheel?

Attract
Engage
Delight
Consideration

True or false? Artificial intelligence is technology that executes tasks based on if-then statements.

True
False

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.

True or False? Buyer personas can help you identify your target audience’s preferred content distribution channels.

True
False

True or false? It’s appropriate to offer monetary incentives for buyer persona interviews.

True
False

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

Try to uncover all of the following during a buyer persona interview EXCEPT:

Their onboarding experience
Hobbies
Shopping preferences
Blogs they read

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

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.

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.

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.

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.

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.

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.

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.

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?

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

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

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

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

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.

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.

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?

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

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.

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.

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.

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

What are some ways you can deliver personalized experiences to your visitors? Select all that apply.

Tailored Recommendations
Email Blasts
Dynamic Content
Pillar Pages

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.

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.

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.

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.

What tools should you consider to help streamline your content creation process? Select all that apply.

A CMS
A content planning tool
A CRM
An analytics tool

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?

Which distribution channels allow you the most control over your content? Select all that apply.

Guest posts
Paid influencer ads
Website
Email

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.

Database segmentation, marketing automation, and multichannel communication are examples of strategies that happen at which stage of your marketing flywheel?

Attract
Engage
Delight
Consideration

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.

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.

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