HubSpot Agency Partner Certification Exam Answers 2019 and Study Guide
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You wrap up an exploratory call with a prospect and after going through CGP, TCI, and BA, you give them a score of 5 out of 10 (10 being the highest). You decide to assign the prospect more homework to see if they’re committed to inbound. Is this a good decision?
No. Any time a prospect scores five or below, don’t spend more time on them.
No. De-prioritize the prospect and spend less time and effort on them.
Yes. If you think they might still be a good fit, you could test the prospect’s commitment by assigning more homework.
Yes. You should assign homework to all your prospects. You might have missed something during the exploratory call, and the prospect could surprise you.
Fill in the blank: In the _______ phase of guided client onboarding, you navigate through the necessary checklist of items to complete the installation of HubSpot and prepare the platform for your inbound strategy.
new client onboarding plan
marketing and sales handoff
creating reporting for client success
Fill in the blank: When you’re writing a job description, by listing out the _______ required for a good-fit candidate, you set strong expectations for the interview process. Candidates will be prepared to discuss their history in delivering the tasks required.
professional growth goals
Which of the following is the recommended, primary use for the prospect fit matrix?
Determining whether or not the prospect needs your help.
Ranking and prioritizing your list of prospects.
Determining whether or not the prospect will buy.
Disqualifying prospects before presenting and closing.
Which of the following is NOT considered a goal of the connect call?
Establish an initial relationship with your prospect.
Explain what inbound is to the prospect.
Understand your prospect’s challenges and if you’re able to help.
Schedule the exploratory meeting.
Fill in the blank: The _______ technique is an effective way to address resistance.
give and Get
During the exploratory call, you ask the prospect, “Have you considered doing more of what you’re already doing today as a way of reaching your goals?” What are you trying to uncover with this question?
The prospect’s cost of inaction
The prospect's need
The prospect's timing
The prospect's plan
Fill in the blank: In the _______ phase of guided client onboarding, you create a service-level agreement (or SLA) so both your agency and your client adhere to agreed-upon guidelines for the quantity, quality, qualification, and engagement of leads.
new client onboarding plan
marketing and sales handoff
creating reporting for client success
Your agency has been blogging at least three times a week and internally linking those posts to a pillar page. You’ve seen an increase in traffic, but you still aren’t hitting your lead goal. How should you use the partner marketing resources in collaboration with your existing efforts to reach your goal?
Customize a related top-of-the-funnel co-branded ebook and add a call-to-action to this offer at the bottom of each blog post.
Find a related middle-of-the-funnel co-branded ebook and send an email to your contacts.
Send your latest blog post to the partner marketing team so they can re-post it on HubSpot’s blog.
Find a related top-of-the-funnel co-branded ebook and turn it into multiple blog posts on your agency’s blog.
Fill in the blank: Poorly performing job descriptions tend to include only the literal tasks being asked of a new hire. It’s equally as important to list the _______ needed for a new hire to succeed, which should align with the attributes of your _______.
soft-skills, highest-performing employees
soft-skills, lowest-performing employees
experience, highest-performing employees
experience, longest-tenured employees
True or false? To use the prospect fit matrix, you must have a conversation with the prospect first.
You open a connect call with an inbound lead with the following sound bite: “Hello, this is Samantha from Inbound Pros. The reason I’m calling is that I got a note that you downloaded an ebook on content marketing from our website this morning. Does that ring a bell? I was calling to follow up and see how I might be of assistance.” What should you do next?
Based on what they downloaded, offer another content offer.
Start a dialogue and ask what they were looking for help with when they downloaded your ebook.
Reference their job title on LinkedIn and explain how your agency can solve their goals.
Try to schedule the exploratory meeting.
You’re at the end of the goal-setting and planning call with a prospect, but you don't feel they have bought in and are confident in your plan. What step(s) should you take next?
Avoid asking the prospect how they feel. Using tie-down questions, such as "what do you feel least confident about?” can amplify hesitancies and make it harder to close.
Continue to move forward. When you try to close the prospect, you'll learn whether or not they have bought in.
Back up in the sales process. Find out where you lost the prospect and don't move forward unless you are both in agreement.
Politely end the call and remove this prospect from your sales process. Be efficient with your time by only pursuing prospects ready to move forward at this stage.
After the initial onboarding phase of guided client onboarding, the long-term focus of the program includes all of the following phases EXCEPT:
Quarterly progress reviews
Client portal audits
True or false? After setting the right expectations and communicating the right skills for your job opening, you should wrap up your posting with a description of where you want the role to go and what this candidate can grow into.
True or false? Retainers are more valuable and lucrative than projects over the long term.
Which of the following is NOT an example of the benefits your agency will see when marketing itself?
A better lead pipeline for your agency.
An opportunity to become your own best case study.
An opportunity to practice and hone your inbound skills.
More positive reviews on the HubSpot Agency Directory.
True or false? When running a goal setting and planning call, you should develop at least one plan for each inbound target: visitors, leads, and customers.
In month nine of a 12-month client retainer, what should your agency do to prepare for a high-quality renewal call when the day comes?
Confirm the call is already scheduled; don’t leave the renewal conversation for the last minute.
Approach campaign-focused questions head-on, addressing all data points, as long as they have positive answers; tactfully avoid negative performance metrics.
Regardless of how the engagement has gone thus far, avoid talking about upsell opportunities; focus solely on renewing their current engagement.
Check the schedule and confirm with your current point of contact; bringing in other decision-makers can make the renewal call more difficult, so use your point of contact as a champion internally.
If you're looking for a candidate who can work collaboratively, which of the following interview questions should you ask?
“What’s an example of an obstacle you’ve had to overcome in your professional experience? How did you overcome it?”
“What resources do you currently use for learning and development?”
“What is an example of a time you went above and beyond to deliver a remarkable customer experience?”
“How would you manage a cross-functional project that you were assigned?”
True or false? Your client’s inbound retainers influence your agency’s hiring.
True - because increased sales with retainers will necessitate more sales hiring.
False - because retainers only govern what services the client purchases.
False - because increased predictability in revenue and growth makes your agency’s immediate hiring needs more unpredictable.
True — retainers simplify your revenue forecasting, and consistent revenue forecasting makes hiring predictable.
True or false? When translating goals to inbound targets, it’s best to focus on increasing your client’s close rates. Getting new customers is ultimately what your client will care about, so this will resonate most.
True or false? If you’re planning to develop a positive relationship with a client, it’s a good idea to include as many stakeholders from the client’s company as possible on the renewal call.
True — this is your chance to discuss your accomplishments and remind stakeholders how well you performed.
False — if you’re reviewing your metrics ahead of the renewal call and you recognize the relationship may turn sour, it’s advisable to delay the conversation until you have something positive to report.
True — to demonstrate all successes, address any potential frustrations or objections, and create a landscape for potential upgrades, your point of contact as well as higher-ups, salespeople, service representatives, and whomever can make purchasing decisions should be on the call.
False — the marketing team has been supportive of you thus far. If you invite people from other teams onto the call, there’s a possibility they won’t understand what you’ve been working on, which could potentially lead to conversations around downgrades to the retainer.
When you’re interviewing a candidate for a copywriting and content role, what would be the best activity to incorporate into your interview process?
A roleplay scenario of your agency’s connect call.
A writing prompt for a topic in your agency’s target vertical.
A case study of a common challenge for your agency’s target vertical.
A video recording of why they would be a good fit for your team.
You open a connect call with a target account with the following sound bite: “Hi, this is Lisa from Inbound Agency. I was doing some reading online and I saw the article on Huffington Post naming your company one of the top companies in your industry. I work with companies that are already doing well online, like you, but are still struggling with converting that traffic into more leads and sales. Does that sound familiar to you?" What would you improve for next time?
After you introduce yourself, ask for permission before moving forward.
Be more explicit in the solutions you can provide.
Find someone at their company that you know personally and reference their name.
Don’t make any changes. This sound bite follows all of the best practices.
What is the recommended approach to translating a prospect’s goals into measurable targets?
Assign homework so you already have this information before the call.
Conduct the meeting over video to make it a more personal experience.
Wait to cover measurable targets until the prospect has your proposal to encourage them to close.
Do the exercise via a whiteboard or spreadsheet to run through different scenarios.
Which of the following is NOT a leading indicator that may signify your client has the potential for an upsell on top of their renewal?
Your primary point of contact has changed in the organization.
The client is growing the team and adding more team members.
The client is looking to expand their service offering to a new vertical.
Your agency is outperforming and overachieving against the agreed-upon goals.
True or false? Your agency must have a valid HubSpot Partner Certification and a median apps usage of six in order to qualify for the tiers program.
You’ve just used a positioning statement with a prospect and they say the situation doesn’t resonate with their company. Should you try again with a different positioning statement?
No. Be respectful of your prospect and back off.
Yes. Always come with a backup positioning statement and try again.
No. If the positioning statement didn’t resonate with the prospect, they probably aren’t a good fit. Use this as an opportunity to politely end the call.
Yes, but this time, use two positioning statements in a row to better your odds at finding a situation that resonates.
Studies show that prospects forget 50-80% of what was discussed only a single day later. How can you avoid that happening?
Assign your prospect homework, like a questionnaire.
Summarize and recap your exploratory meeting with a follow-up email.
Schedule a goal-setting and planning call no later than one week after the exploratory meeting.
Test for budget as you close the exploratory call.
By proposing the “right solution at the right time,” you’re doing what?
Still accepting project-based work if the prospect can’t afford your retainer.
Offering only 12-month commitments to your retainers because inbound takes time.
Kicking off your engagement with a trial period to establish quick wins first.
Coaching your prospect to manage inbound internally.
True or false? Your debrief after terminating an agency client should only recap positive interactions with your former client.
Fill in the blanks: When your agency reaches ______ tier, your agency can ______.
silver, increase your lead registration total from 50 to 500
gold, apply to the Agency Partner Speakers’ Bureau
silver, become a contributor the HubSpot Marketing Blog
gold, apply for the Agency Growth Fund
When looking to gather relevant business information from a prospect, all of the following are good questions to discover pain points EXCEPT:
“Why do you think that is?”
“What’s your plan to address it?”
“What are you considering as a budget for addressing that?”
“How long has that been a challenge for you?”
In the connect call, the “give and get” helps you _______, but in the exploratory call, the “give and get” helps you _______.
address resistance, assess fit
address resistance, discover goals and challenges
develop a positioning statement, develop a power statement
develop a positioning statement, discover goals and challenges
True or false? At some point in the sales process, you must demo the HubSpot software.
True - the prospect needs to see all the HubSpot tools so they can pick and choose which ones they'd most like you to focus on in your services retainer.
False - showing prospects the HubSpot software might derail the conversations revolving around budget.
False — it’s generally a good idea, but not always. The prospect is ultimately buying your services and your ability to deliver.
True - the prospect is going to be purchasing a HubSpot license, so they should see what they are getting for their money.
When you’re on a call with an existing client, your conversation shifts to a negotiation and the client drops an “anchor” and demands an increase in the amount of leads your team delivers each month. What is now your main responsibility?
Assert control over the negotiation.
Stay silent and let them talk themselves out of it.
Uncover what they really want.
Push back and point to the initial goal-setting period as immovable.
Which of the following is NOT an objective of the exploratory call?
The agency should fully explain the definition of inbound marketing to the prospect.
The prospect should review their marketing goals and challenges.
The prospect should receive tips for improving their online marketing strategy.
The agency should qualify and excite the prospect.
The first 60-90 days in a client–agency working relationship are often the most important. This is your chance to:
Ensure a flow of communication between team members on both sides
Get wins as quickly as possible
All of the above
You’re about to close your exploratory call. Based on what you’ve learned from the prospect, they are a great fit for working with your agency and they seem excited about inbound marketing. The CEO of the company asks you to create a proposal for their team because they couldn’t all be on the call. What should you do?
Because they seem like a good fit for your agency and for an inbound retainer, agree to create the proposal.
Instead of a proposal, offer to set up another exploratory call at a time when the rest of the team can meet.
Suggest that you schedule a goal setting and planning call instead so that you can understand their goals and put together the right activities to help them reach those goals.
Assign homework for the team to complete. If they do the action items, create a proposal.
True or false? During the exploratory call, it’s best to discuss budget in the beginning. It’s something that is already on your prospect’s mind, and if you’re in different budget ranges, it’s best to know at the beginning of the call.
The recommended approach for an agency’s marketing campaign is to work backwards through the marketing funnel. This is accomplished by building which two content assets?
A relevant top-of-the-funnel offer and a services website page.
A relevant bottom-of-the-funnel offer and a services website page.
A relevant top-of-the-funnel offer and CTAs on your blog content.
A relevant bottom-of-the-funnel offer and CTAs on your blog content.
How can agencies calculate their profit margins?
By subtracting expenses and any take-home salary from revenue.
By dividing expenses and any take-home salary by revenue.
By dividing gross profit by revenue.
By subtracting gross profit from revenue.
Which of the following is an example of a strong bottom-of-the-funnel offer for an agency?
A .pdf version of a pillar page
A downloadable checklist for building content topic clusters
A free website audit
A sample demo of HubSpot
Fill in the blanks: An agency’s _________ highlights all of its capabilities and an agency’s _________ is strategically bundled to drive maximum value for a particular customer or prospect.
menu of services, service pack
service pack, retainer pricing
menu of services, bottom-of-the-funnel offer
utilization rate, profit margin
Which of the following is NOT a best practice for building an inbound services page on your agency’s website?
Organize the page for easy navigation and clarity.
Tailor the language to the needs of your persona.
Optimize the page around relevant terms like “inbound marketing agency” or “inbound sales consultant.”
Promote your bottom-of-the-funnel offer on this page using CTAs, lead flows, and live chat.
Which of the following is NOT a step in calculating an agency’s cost to deliver?
Determine the average salary of your client-facing staff.
Turn the average salary into an hourly rate.
Divide the hourly rate by your profit margin.
Adjust your hourly cost by layering in your team’s utilization rate.
Account for overhead costs.
True or false? Campaign kits are co-brandable assets that can be considered complete content offers ready for use once you add your agency’s logo.
The percentage of employee time that can be considered billable to your clients is known as what?
Agency hourly cost
The inbound sales framework includes the following stages:
Open, connect, explore, close
Identify, connect, explore, advise
Attract, convert, explore, delight
Identify, convert, explore, close
True or false? Asking open-ended questions with a client during a negotiation encourages them to speak plainly.
True — questions starting with “why,” “what,” and “how” will position the client to explain their thinking and get you closer to an open, human conversation.
False - because most negotiations aren’t negotiations. If you have a contract, you can be direct in your communication.
True - because if the client keeps talking, they will be more reasonable in their negotiation.
False - because sentences starting with “actually,” “well,” and “don’t,” place you in a position of power and that will help them understand that you’re really trying to help them.
When assigning monthly hourly totals to each service in your service pack, you need to keep all of the following in mind EXCEPT:
How many hours each individual service takes to complete.
How many times a service is completed each month.
All of the tasks or subtasks associated with the service.
Which Hub within HubSpot each individual service aligns with.
True or false? Your HubSpot channel account manager can join sales calls with you and your prospects.
A colleague sends you a link to a company that they think would be a good fit for a retainer with your agency. You start looking at the company’s website, and you notice they meet a lot of the secondary criteria of the prospect fit matrix, but they aren’t capturing leads through their website and they don’t sell something that involves a considered purchase process. Based on the prospect fit matrix, is this company a good fit for an inbound retainer?
Yes. Both the primary and secondary criteria is important in determining prospect fit, and since the company meets the majority of these, it’s a good fit.
No. The primary criteria is the most important in determining prospect fit. Even though they meet some secondary criteria, it is unlikely to be a good fit.
Yes. The company already wants to work with you, and as long as a prospect meets at least one of the primary fit characteristics, they’re probably a good fit.
No. A prospect must meet all of the primary and secondary criteria to be considered a good fit.
Fill in the blank: The _______ is the first formal meeting between your agency and your new client, which allows you to demonstrate your understanding of the client’s challenges, the action steps required, and their definition of success.
guided client onboarding program
new client kick-off
goal-setting and planning call
marketing and sales handoff
There are two leading indicators that suggest when it’s time to start growing your agency’s team. What are they?
Utilization rate and specialty services
Utilization rate and org structure
Core values and specialty services
Core value and org structure
What is the rule of thumb when budgeting time for an agency’s account management tasks?
Budget 0% on top of all client tasks.
Budget 10% on top of all client tasks.
Budget 15% on top of all client tasks.
Budget 25% on top of all client tasks.
You’re talking with a prospect and you spend most of the conversation asking questions to understand their situation and to see if you can help. Which of the following guiding principles does this highlight?
Stop pitching and aim to help.
Differentiate and target.
Emphasize the inbound methodology.
The inbound sales framework.
You and your agency’s cofounder both worked in higher education for years before starting the agency. You agree that because of your past experience, you want to work with clients in the same industry you’re familiar with. You feel you have the opportunity to build specialized content marketing campaigns for higher education clients and can be proactive when building lead generation campaigns. Which lead generation strategy would be the fastest way to get started selling retainers?
Looking to existing relationships
Targeting by vertical
Targeting by location
Focusing on target accounts
Which framework should you use to assess fit with a prospect?
CGP, TCI, and BA
The CEO test
You’ve sent the following agenda to your agency’s new client as you prepare for the new client kickoff: — Recap agenda — Introductions — GPCT (goals, plans, challenges, timelines) — Action items and next steps What significant item is missing from the agenda?
BANT (budget, authority, need, timeline)
The give and get
Working together and each side’s responsibilities
HubSpot demo (specifically data and reporting)
If an agency employee’s client-facing hours average out to 120 hours per month, and they track 40 hour work weeks, then what is their utilization rate?
Which retainer pricing model would you be using when assigning a flat profit margin on top of your monthly cost?
Fill in the blanks: Your _________ describes the type of person you’re targeting, whereas your _________ describes the type of company you’re targeting.
buyer persona, target market
target market, buyer persona
buyer profile, target market
buyer persona, qualified lead
True or false? You’re talking with another HubSpot agency partner and you each start talking about your target market. Since you are both HubSpot agency partners, you should have the same target market.
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