HubSpot Inbound (New) Certification Exam Answers and Study Guide
The Inbound Certification covers the fundamentals of the inbound methodology.
You'll learn how SEO, blogging, landing pages, lead nurturing, conversion analysis and reporting come together to form a modern inbound marketing strategy.
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True or false? Every business exists primarily to create profits.
Which of the following are principles of inbound? (Choose all that apply.)
Your friend is starting a company and wants to identify the job their product will do for people. What advice would you give them?
Fill in the blank: Inbound is about _____ with the world.
If a sales rep is speaking with a specific person and discovers that the person doesn’t exactly match their assigned persona, what should the sales rep do?
Fill in the blank: The inbound methodology is a circle. What does it represent?
What is the relationship between a company’s profits and its purpose?
Fill in the blank. To build trust with your target audience, you need to align with the way they _________. (Choose all that apply.)
How is your product’s “job to be done” tied to your customer’s personal identity?
How many customers do you need to interview to identify the job your product does?
How can thinking of your business as a flywheel improve the handoff between sales and services?
Fill in the blank: You can attract people by using _________ to create content and experiences.
What are the principles of inbound? (Choose all that apply.)
True or false? Delight is only about the customer experience your service delivers.
True or false? The buyer’s journey is only used by your marketing team.
What could a marketer use in the engage stage to engage with different segments of their audience?
Fill in the blank. _________ of consumers have discontinued communications with a company because of irrelevant promotions or messages.
What might your customer service team use the buyer’s journey for?
Fill in the blank. _________ of customers will never do business with a company again after one negative experience.
Which of the following is NOT true about a flywheel?
True or false? It’s a best practice to gate and deliver the majority of your content over live chat.
In the engage stage what do you collect from an individual?
Fill in the blank: During the attract stage of the inbound methodology, an inbound business focuses on __________________. (Choose all that apply.)
Why is it important to make sure the people buying your product are happy?
True or false? If you want to think of your company as a flywheel, you shouldn’t think of your sales process as a funnel.
What occurs during the attract stage of the inbound methodology?
You answer questions and provide solutions for the challenges your prospects and customers face and strategies to accomplish the goals they set.
You focus on bringing prospects and customers to your social pages or website through relevant and helpful content.
You exceed a prospect or customer’s expectations so much that they’ll want to tell their friends and family about you.
You collect information about the individual you’re working with.
Fill in the blank: The inbound methodology is a ____________.
True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services.
Which of the following is NOT a reason to think of your business as a flywheel?
Flywheels store momentum.
Flywheels represent a circular process rather than a linear one.
Flywheels are able to stand unsupported for an indefinite amount of time.
Flywheels accelerate as you add more energy to them.
True or false? Every customer has to have a fantastic experience in order for your company’s flywheel to accelerate.
True – Even a single unhappy customer will scare away potential customers, so you need to hold your teams to a standard of pleasing every single customer they work with.
True – If you aren’t providing a flawless customer experience to every one of your customers, you aren’t operating a flywheel company.
False – Not all customers are going to be happy all the time, but your flywheel can counteract their unhappiness by increasing the total size of your customer base.
False – Some customers are inherently difficult to work with, but thinking of your company as a flywheel will encourage your teams to provide as good of an experience as possible even to your most difficult customers.
Which of the following is NOT something you would take into account when contextualizing information?
What actions have happened prior to this point
What activities brought someone to this point
What your product/service best attributes are
What type of question is being asked, and how the prior actions and activities influenced the current situation
Why is it common for companies to think of themselves in terms of a funnel?
Because flywheels were only recently invented, but funnels have been around for much longer.
Because funnels are powered by gravity, just as businesses are anchored by revenue.
Because companies that don’t use the inbound methodology are inherently funnel-shaped.
Because many business charts show conversion rates, and those charts are often shaped like a funnel.
How can thinking of your business as a flywheel foster cross-team collaboration?
If each team has separate funnels, a flywheel can help them understand how those funnels fit together and support each other.
It’s impossible for a funnel to apply to multiple teams.
Funnels inevitably cause friction between teams.
A flywheel replaces the standard org chart by showing each individual employee and team their relationship to every other employee and team.
When it comes to inbound best practices, you personalize for:
Which place is recommended for the storage of your prospect’s information?
A knowledge base
A CRM system
An email provider
Why do the inbound principles exist?
The principles define inbound
The principles can be used instead of the methodology
The principles connect the methodology with the resources of inbound
The principles are aspirational goals
Which of the following is the best way to align a company’s employees around a single purpose?
Defining a company culture that encourages employees to focus on fulfilling the company’s purpose.
Holding regular training sessions to remind employees what the company’s purpose is and teach them what they need to do to fulfill it.
Having a randomly selected employee recite the company’s purpose verbatim at the beginning of every meeting.
Adding the company purpose to every employee’s email signature.
Which of the following is NOT a key part of a company’s culture?
The company’s mission
The company’s values
What customers say about the company
The way employees behave when unsupervised
When you use Jobs Theory to develop a timeline of events, where does that timeline start?
The first time a potential employee hears about your company.
The first time a potential customer realizes they have a need.
The day your company was founded.
The day you were hired into your current role.
What is Jobs Theory?
A framework for defining internal job titles and descriptions.
The idea that a company should only have as many employees as it has “vital, relevant jobs” to do.
A method for understanding why people buy certain products and services.
A management system created by Steve Jobs.
When it comes to goal setting, what are key results?
Key results are how you quantitatively benchmark and monitor how you get to the objective.
Key results are how you qualitatively benchmark and monitor how you get to the objective.
Key results are statements you use to benchmark the performance of every individual contributor.
Key results are reports that explain how you know how your competitors are performing.
What is the three horizon framework?
The three horizon framework is a way to conceptualize what your business wants to accomplish in the short-term, mid-term, and long-term.
The three horizon framework is the sun’s relative position to the earth at any point of day.
The three horizon framework is a way to allocate stock in your business’ investment portfolio.
The three horizon framework is a performance plan that enables you to see the best and worst performers on your team.
True or false? Every business exists primarily to create profits?
True – A business might have other goals it wants to achieve, but its leaders must be focused on profits first in order to achieve those other goals.
True – A business only exists to create profits for the people it employs.
False – Although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.
False – Businesses should not think about profits at all. Instead, they should find a higher purpose to fulfill.
In the three horizon framework, what does horizon three symbolize?
The initiatives you to take to power short-term success
The initiatives you take to power mid-term success
The initiatives you take to power long-term success
The initiatives you choose to omit or de-prioritize
True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.
Which of the following best describes a buyer persona?
A description of your ideal buyer that sounds like it’s talking about an individual person but is based on aggregated information about your target market.
An individual prospect that your company has identified as a good fit for your offering who will likely be receptive to outreach from your teams.
A list of demographic information that correlates with an interest in buying your product.
A sentiment analysis of a prospect that tells you how cooperative they’ll be during the sales conversation.
True or false? There should be one person who is tasked with creating and maintaining your buyer personas.
True – You need to get input from as many people as possible, but you should have one person who is accountable for making sure personas are created and maintained.
True – Having more than one person involved in the creation process can lead to inconsistencies within a single persona.
False – If one person is in charge of personas, they’repoint of view will be disproportionately represented in the personas they produce.
False – Personas should be created and maintained by a cross-functional task force that operates with a flat structure where no one member of the team has any more authority or responsibility than any other team member.
Who at your company will buyer personas most benefit?
The marketing department, because buyer personas are primarily a marketing tool.
The sales team, because buyer personas are primarily meant for qualifying leads.
All customer facing teams, because a good buyer persona can provide value to marketing, sales, and services.
Executive leadership, because a good buyer persona will rally the company around the leadership’s vision of the ideal customer.
Who should be involved in creating your buyer personas?
Marketing should create your buyer personas because they have the most data about prospects.
Services should create your personas because they have the most data about customers.
Your executive leadership should create your buyer personas because they best understand the company vision.
Anybody who interacts with your customers, directly or indirectly, should be invited to give input.
Fill in the blank: Inbound is knowledge _________.
What is the relationship of funnels and flywheels to each other?
The flywheel replaces all funnels.
A flywheel and a funnel represent the same basic premise.
Individual funnels can be interconnected within a flywheel.
Creating a flywheel is the first step in developing a robust funnel.
What kinds of information does your marketing team likely need included in a persona?
The number of people represented by that persona that they need to bring to the website each month.
How the persona finds answers to problems, and how they prefer to be communicated with.
The persona’s first name and email address so they can be sent personalized marketing emails.
The size of the target market represented by each persona.
When does the engage stage of the inbound methodology begin?
The engage stage begins when a purchase occurs.
The engage stage begins when a customer leaves you.
The engage stage begins when a prospect or customer takes
The engage stage begins when a prospect or customer proposes you give them a discount.
True or false? As buying behavior changes, the inbound philosophy will also evolve.
What is the purpose of the delight stage of the inbound methodology?
To exceed expectations
To provide an outstanding experience every time a prospect or customer interacts with your company
To go the extra step to ensure a prospect or customer accomplishes what they set out to do
All of the above
What is the relationship between the inbound methodology and the concept of a flywheel?
The inbound methodology has arrows to show the direction your flywheel should spin.
The inbound methodology is round to help you visualize your company as a flywheel.
The only way to make your company operate like a flywheel is to use inbound techniques.
The inbound methodology represents a funnel that exists in one part of your company’s flywheel.
Which of the following is a problem with thinking of your business as a funnel?
Movement through a funnel immediately stops when things stop flowing into the top of the funnel.
The shape of a funnel doesn’t match the actual shape of a conversion chart.
There are many different kinds of funnels, each with its own shape.
When you pour liquid into a funnel, some of the liquid will stick to the sides of the funnel instead of coming out the bottom.
Who is responsible for delighting prospects and customers?
Marketing and Services
Sales and Services
Marketing, Sales, and Services
What are the five inbound principles?
Standardize, Contextualize, Optimize, Personalize, Empathize
Standardize, Conceptualize, Optimize, Personalize, Empathize
Standardize, Contextualize, Organize, Personalize, Empathize
Standardize, Contextualize, Optimize, Prioritize, Empathize
True or false? When you standardize, you’re creating a single standard answer that has no variations.
How can you apply flywheel thinking to your company’s budget?
By investing as much money into things that drive customer happiness, such as support teams and product improvements, as you do into acquiring new customers through marketing and sales.
By making sure funds are evenly distributed to each section of the flywheel. Marketing, sales, and customer support should each have equal proportions of the overall budget.
If your flywheel is truly successful, you won’t need to allocate resources to marketing at all because customer word of mouth will provide all of your new prospects.
If your flywheel ever slows down, you can speed it back up by funding more customer discounts.
In a flywheel business, which of the following is the most important source of new prospects?
Word of mouth
Fill in the blank: You standardize for ______________.
Fill in the blank: When optimizing your content for clarity, your goal is to ______________.
Leverage the strengths of a given channel and remove its weaknesses
Leverage the strengths of a given channel and mitigate its weaknesses
Leverage the weaknesses of a given channel with content
Leverage the strengths and weaknesses of a given channel
Fill in the blanks: You ________ have to provide the _________ right response, before delivering the __________ correct information.
Never, emotionally, factually
Often, emotionally, factually
Rarely, emotionally, factually
Don’t, factually, emotionally
What does a knowledge strategy allow you to do?
Identify questions that might be asked
Identify topics you need to have information on
Identify topics you may have information on, and what types of questions may be asked
Identify content for your blog and marketing pages that would be used to generate leads
If a salesperson is speaking with a specific person and discovers that the person doesn’t exactly match their assigned persona, what should the salesperson do?
Rely on the information in the persona and ignore apparent differences. Personas often contain information that people don’t know about themselves and should be trusted over anything the individual person says.
Focus on serving the person using the information they provide even if it doesn’t match the persona. If the same discrepancy comes up repeatedly, the persona might need to be updated.
Send the person back to marketing. Marketing will nurture the person until they are more qualified for sales outreach and match their persona more closely.
Create a new persona. In order for personas to be as accurate as possible, your team may need to have almost as many personas as you have prospects, leads, and customers.
Which of the following is NOT a “job dimension” that Jobs Theory might uncover?
How does your company’s purpose affect “back office” teams (accounting, legal, etc.)?
Your back office teams should define and maintain your company’s purpose and find ways to share it with the rest of the company.
Back office teams should find ways to make sure accounting processes, legal forms, etc. are focused on the needs of your customers.
Back office teams should be aware of your company’s purpose but will not be affected by it directly.
Back office teams should audit customer facing teams to ensure the company’s purpose is being fulfilled.
When it comes to goal setting, what areobjectives?
Objectives are statements that define the quantitative outcome of your goal.
Objectives are statements that define the qualitative outcome of your goal.
Objectives are statements you use to benchmark and monitor the progress toward your key result.
Objectives are statements you use to benchmark the performance of every individual contributor.
In the three horizon framework, what does horizon one symbolize?
In the three horizon framework, what does horizon two symbolize?
True or false? Objectives typically have a designated time period, while key results can be long lived.
What’s the maximum number of top priorities a company should have at any given time?
What kinds of information does your sales team likely need included in each persona?
The full name, title, and direct phone number of the persona so they can reach out and initiate a sales conversation.
The goals and challenges the persona typically has that your product can help with.
They’re quota for the number of sales they need to close with that persona each quarter.
What kinds of information does your customer service team likely need included in each persona?
They’re service level agreement (SLA) when serving people who match that persona.
The percentage of your customer base represented by that persona.
The persona’s full contact information and purchasing history so they know how to respond to service calls from them.
The parts of your offering that the persona likes most and least.
What is the relationship between your company’s purpose and your buyer personas?
Your company’s purpose is found by combining your buyer personas together into a single company persona.
Your company’s purpose describes the culture your employees experience while buyer personas describe your company’s responsibility to customers.
The people who buy from your company (personas) are the only ones who understand the mission your company is trying to accomplish (purpose).
Having a deep understanding of the problem your company solves (purpose) can help you identify the people who have that problem (personas).
What is the role of “back office” teams (accounting, legal, etc.) in creating buyer personas?
Back office teams don’t need to be involved in creating buyer personas, but they should understand and accept the finished personas.
Back office teams often have key insights to offer during the creation process and should be invited to help create your buyer personas.
Back office teams should own the buyer persona creation process because they are less biased than customer facing teams.
Back office teams shouldn’t be involved with buyer personas at all because they don’t interact with customers directly.
What are the stages in the inbound methodology?
Get Found, Convert, Analyze
Attract, Engage, Close
Attract, Engage, Delight
Attract, Convert, Close, Delight
True or false? It is a recommended best practice to gate and deliver majority of your content over live chat.
According to Jobs Theory, which of the following is an example of a job story?
Our customers buy our product because it helps them feel more confident in social situations.
As a commuter, when I’m on my way to work, I want a quick and easy breakfast so that I can finish eating before I get to work and not get hungry again until after my first meeting of the day.
XYZ, Inc., was founded in 1902 in Paris, France, as a manufacturer of electric generators. Over the past century, they have grown from a regional manufacturer into an international power solutions leader.
The support specialist is responsible for helping customers find the answers they need as quickly as possible.
What are the three core tenents of inbound?
True or false? A website page should always have three goals. There should be one primary goal and two secondary goals.
True or false? A call-to-action must be a button.
What does CRM stand for?
Which of the following is NOT a lead nurturing tactic?
What are the phases of an inbound sales strategy?
Fill in the blank: ____________ is the process of listening to customer feedback about their experience using a product or service, sharing results within the organization, and interpreting feedback to improve customer experience and retention.
Which of the following delight terms is considered to be reactive to your customers' needs?
Fill in the blank: Your __________ is your strongest acquisition lever
What are the phases for the inbound sales framework?
True or false? Most buyers are naturally trusting of salespeople.
True or false? An inbound sales strategy aims to connect with buyers when they’re in the decision stage of the buyer’s journey.
Which of the following is the best technique for helping people progress through the buyer's journey?
Which is true about content and its relationship with the Inbound Methodology?
True or false? Most buyers start researching potential solutions before they meet with a salesperson.
True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.
Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is ______-centric.
True or false? Buyer personas are effective for all organization types.
What are the four stages of the Inbound Methodology?
A website visitor is reading the blog post you published last month. They're intrigued by the call-to-action that you have at the bottom of your post, so they decide to click it and are redirected to a form which they fill out and submit. Which Inbound Methodology stage is being described in this scenario?
What is the definition of a buyer persona?
True or false? In the context of inbound, buyer personas and ideal buyer profiles are the same thing.
Which departments should be involved in creating content?
Optimizing your content helps improve __________.
If your content is focused on the different solutions to your buyer persona's problem, where would that content fit into the Buyer's Journey?
To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to?
If you’re looking for a place to start with creating topic clusters and pillar pages, consider deconstructing your existing awareness- or consideration-stage offers into 10x content pillar pages.
True or false? Social media is a key driver for word-of-mouth marketing.
True or false? You should only create video content if you have a high-quality camera and lights.
Fill in the blank: When creating a content offer, use _________ to determine the best content offer format.
What are the steps of conversion optimization?
True or false? Conversion optimization is NOT an iterative process.
What is conversion optimization?
What are the steps for creating a conversion path?
True or false? If you have an ideal customer profile, you don't need buyer personas.
True or false? Each prospect who comes to your website for the first time is always in the Awareness stage of the Buyer's Journey.
True or false? When starting out, make sure you are engaging with customers on every single social media channel.
Define a conversion path.
This call-to-action isn’t performing as well as it should. What is the first thing to assess about the call-to-action?
What is the main purpose of a landing page?
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.
All of the following are true about forms and lead flows EXCEPT:
True or False: Responsive design relies on predefined screen sizes.
When designing site architecture and navigation, whose experience should be the primary consideration?
Fill in the blank: While most pages should be optimized for user interaction, responsive blogs should be first optimized for _________.
Fill in the blank: _______________ is a friendly, harmonious relationship; a relationship characterized by agreement, mutual understanding, or empathy that makes communication possible or easy.
What is the definition of lead nurturing?
What is the goal of the identify phase of an inbound sales strategy?
What is the difference between a sales process and an inbound sales strategy?
True or false? An inbound sales approach is necessary because the world has changed and salespeople need to adapt to new technologies and buying patterns.
True or false? As an inbound sales representative, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.
60% of a buyer's purchase decision has already been made before even talking to a sales representative. What does that mean for inbound sales?
True or false? Having an inbound sales strategy is important because of changes made by the invention of the internet.
You want to improve your customer experience processes and your products to ensure you’re focused on delight. Which should you do to get the largest, most representative sample?
When should you focus on delighting people?
What is social listening?
True or false? Content is only used during the attract and delight stages of the inbound methodology.
Fill in the blank: ______________ are people who respond to the NPS with a score between 0 and 6.
Imagine you surveyed 100 training attendees. If 10% were detractors, 30% were passives, and 60% were promoters, what would your NPS be?
True or false? NPS is calculated by subtracting the detractors percentage from the passives percentage.
True or false? To ensure that search engines understand your website page, it's necessary to repeat your primary keyword throughout the page content using the same wording and phrasing.
True or false? An effective conversion path must include a landing page.
True or false? If a lead flow only asks for a visitor's email address, that's enough information to create a useful record in the CRM.
An inbound sales strategy focuses on identifying people who _________.
You've joined a startup company. Before building out your content strategy, you'll need to develop your company's primary buyer persona. What's the appropriate order for developing the buyer persona for your startup?
What is the buyer's journey?
A customer who recently purchased your product realizes that it's not the right solution for the problem they were trying to solve. He would like to return the product. Which stage of the buyer's journey is your customer in?
You've been tasked with helping to research your organization's buyer persona. Your boss asks you to reach out to a few good and bad customers. Is this the right approach?
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