HubSpot Contextual Marketing Study Guide and Exam Answers 2019
Contextual marketing training and certification using HubSpot COS and Smart Content features.
How can contextual marketing help to make your website more accessible for your users?
True or false? You can use custom contact properties you've created for forms as personalization tokens.
Your colleague Shane wants to add contextual marketing to all of your company’s landing pages by the end of this month. You respond by telling Shane that this isn’t a recommended approach because:
It’s time for your monthly website performance review. Your colleague Jana has pulled the numbers and finds that your homepage has a 70% bounce rate. Is this a good rate?
True or false? Holding interviews with your colleagues and boss is an action to take when redesigning the user experience.
Your colleague Jana wants to add contextual marketing to your organization’s homepage. She wants to target your company’s top buyer persona “Copywriter Charles.” What would you suggest for Jana to do next in planning a contextual marketing strategy?
Your customer Nina is returning to your website. Which messaging option would be the most helpful to Nina?
True or false? A personalization token has a default value set automatically.
How does contextual marketing help you create a good user experience?
True or false? Smart Content Insights can help you decide on the targeted segment on a smart form.
How can you avoid confusing or frightening your users when creating contextual marketing?
True or false? Dynamic content consists of entirely randomized content.
Which of the following is NOT a way that contextual marketing can help to increase conversion rates?
Which lifecycle stage should the default website content be geared towards?
Contextual marketing is used in which stage of the Inbound Methodology?
How does contextual marketing help you create a good user experience?
True or false? You want to promote a new content offer to customers that visit your Services page. This can be accomplished using smart content.
The most important purpose of a website with a good user experience is:
Which of the following is NOT one of the characteristics a website must have in order to create a good user experience?
How can you ensure that the content on your website will be helpful for your users?
How many common user questions should each page attempt to answer at one time?
At which stage of the Buyer’s Journey is a user most likely to be if she is spending time on your products page?
Which of the following is NOT a reason to have consistency from page-to-page?
You offer a free trial on your products page. Which of the following would be appropriate wording for the same offer on your blog CTA?
When designing your navigation, your primary objective should be to include keywords for search engines.
Where do you want to place a navigation menu?
What are the two types of main navigation menu structure?
In order to create a good user experience, simplicity is an important consideration for the website’s appeal.
What do you learn from a content audit?
Why is a content audit useful?
Which is NOT a reason to do usability testing?
What kind of users do you want to recruit for usability testing?
How can you ensure that you’re recruiting the right users for usability testing?
Your boss, Sam, has approved for you to conduct a usability test on your company’s website. Your next step is to design the test. All of the following are important for the test’s success EXCEPT:
Which is NOT a way to ensure that the results from usability testing are consistently reliable?
Jana has offered to conduct a card-sort to help with user testing for your company’s new website. What is Jana hoping to determine with a card-sort?
How can you ensure that your website stays visually consistent?
True or false? You can use personalization tokens in email subject lines.
How do personalization tokens differ from smart text created in HubSpot?
What are two main reasons to use personalization?
Your marketing director at ABC Marketing Agency would like to set up an email campaign that will use personalization to reference a lead’s recent conversion. Is this possible?
You’re trying to build out a contextual marketing strategy at your company, but your boss is not seeing the value of it. How do you explain the benefit of personalization?
Your colleague Jana would like to add a personalization token to a landing page that offers “10 Tips to Generate More Leads.” She would like to add the Company Name property in order to connect with the user, showing that this ebook would be helpful to the individual’s company. How would you respond to Jana?
Sam, your boss at ABC Marketing Agency, wants users to feel more connected to your company. Sam suggests: “Add a personalization token to the homepage that says ‘Welcome, first name.’ I know that we need personalized content.” How would you respond to Sam’s request?
When a visitor’s location cannot be determined, which of the following rules is displayed?
When segmenting by lifecycle stage, what is the first thing to decide?
Fill in the blank: Lifecycle stages allow you to categorize your users by _______.
The ABC Marketing Agency has become an international business and you now need a Portuguese version of your website as soon as possible. Your boss Sam asks you to create the second website using smart content. Why is this not the best approach?
Your colleague Jana is building a campaign around the longtail keyword “landing page optimization services,” which is a service your company provides. What kind of segmentation should you use to add contextual marketing in order to help Jana have more of an impact on visitors?
How is the geography of a visitor on your website determined?
All of the following are ways to improve the mobile experience for a website visitor EXCEPT:
True or false? “Other campaigns” is a segmentation option used to manually segment contacts.
True or false? Embedded content or HTML content can be shown exclusively to desktop users.
True or false? When segmenting by buyer persona, focus on your newest persona first.
True or false? You must set up a smart list in order to segment users by country.
You are evaluating the bounce rate of your overall website traffic and find that users with a social media referral source have a higher bounce rate. Which user experience principle will make your content more aligned with what they are looking for?
An automated email that you send has a high click-through rate, but the landing page that it promotes has a low conversion rate. Which element would benefit most from contextual marketing?
True or false? You can display content variations to mobile, tablet or desktop users.
When using the context of a user’s mobile device type, which landing page element should be first evaluated for adding contextual marketing?
The language of the user’s choice is set by:
Your colleague Jana wants to add contextual marketing to your organization’s homepage. She wants to target your company’s top buyer persona “Copywriter Charles.” What would you suggest for Jana to decide upon next in planning a contextual marketing strategy?
Default content should be optimized for which group above all?
True or false? Smart Content Insights help you decide on the targeted segment on a smart form.
True or false? Most contextual marketing strategies are well-suited for refining the default content to align with a particular user segment’s needs.
In order to begin with contextual marketing, you should determine the opportunities. Where should you start?
True or false? You should start creating a contextual marketing strategy by targeting your buyer personas.
Your colleague Jana imported contacts collected from a recent trade show and is planning to send the contacts an email. In adding contextual marketing to the email, Smart Content Insights show that 98% of the email recipients have an offline source. What does this mean?
In evaluating your company’s blog posts from the past quarter, your boss Sam has identified that the post called “The Top 3 Ways to Improve Your Marketing” as being a top-performing post. Sam wants to add contextual marketing to show different ‘ways to improve your marketing’ to different blog readers based on their lifecycle stage. Is this a good approach?
Your colleague wants you to add contextual marketing to the landing page called “50 Copywriting Mistakes to Avoid Checklist.” Which of the following is not an important factor to investigate before adding contextual marketing to the landing page?
Why is it important to map out the conversion path of a smart CTA for each segment?
You begin to optimize your website content for search engines and visitors alike. Which stage of the buyer’s journey should this content be for?
In order to successfully use personalization, you need to review your contacts database and ensure all of the following EXCEPT:
True or false? Personalization tokens work for first-time visitors for know things like their country location.
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