HubSpot Inbound Marketing Certification Exam| Questions and Verified Answers| 100% Correct, Exercises of Software Engineering

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HubSpot Inbound Marketing Certification Exam Answers • Questions: The assessment is made up of 60 questions • Time: 180 minutes to finish the assessment • Passing score: You must answer 45 questions correctly to pass • Retake period: If you don’t pass the assessment, you can take it again after 12 hours • Validity Period: 12 Months Exam URL: https://app.hubspot.com/academy/4448758/tracks/1028124/exam A grouping of technologies that marketers leverage to conduct and improve their marketing activities” is the definition of what term? • Marketing automation • Data hygiene • Tech stack • Segmentation Addressing data privacy is a portion of which part of your internal processes? • Tech stack organization • Cadence and content • Data hygiene • Journey mapping You should conduct buyer persona interviews with all of the following people EXCEPT: • Your customers. • Prospects actively going through the sales cycle. • People who never considered your solution. • People who considered your solution, but chose a competitor. Blogging, SEO, and social publishing are key pieces to any marketer's strategy. Which phase of your flywheel can benefit from the implementation of these three strategies? • Delight • Engage • Attract • Consideration 13. 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 14. Fill in the blank: Most tools require you have a confidence threshold of ————, in order to declare a winner in an A/B test. • 78% • 85% • 90% • 95% 15. 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 16. 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. 17. 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. 18. 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 19. 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. 20. Roughly how long should your buyer persona interviews take? • 10 minutes • 1 hour • 20 minutes • 20 minutes a week for a month 21. 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. 22. True or False? An effective content distribution strategy is all about getting your content in front of the most people. • True • False 23. True or false? Behavioral marketing and customer segmentation can help you rectify your mistakes and rebuild trust effectively. • True • False 24. 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 25. True or false? People are protective of their privacy and do not want their experiences to be highly personalized. • True • False • Distributing 36. 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. 37. 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. 38. 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? 39. 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 40. 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. 41. 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. 42. Which distribution channel drives results fastest? • Social media • Google ads • Website • Brand mentions 43. Which distribution channels help drive new audiences? Select all that apply. • Online forums • Social media ads • Email • Guest posts 44. 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. 45. Which of the following is NOT a way to strategically utilize marketing automation and AI in your customer-facing processes regarding cadence and content? • 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 52. 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. 53. 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 54. 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. 55. 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 56. Fill in the blank. Marketing automation is a software platform designed to help marketers automate _______ tasks. • Ineffective • Repetitive • Lucrative • Boring 57. How does the linear 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. 58. If you’re trying to improve customer lifetime value, which phase should you focus on in your marketing flywheel? • Attract • Engage • Delight • Consideration 59. True or false? Artificial intelligence is technology that executes tasks based on if- then statements. • True • False 60. 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. 61. True or False? Buyer personas can help you identify your target audience's preferred content distribution channels. • True • False 62. True or false? It's appropriate to offer monetary incentives for buyer persona interviews. • True • False 63. 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 64. Try to uncover all of the following during a buyer persona interview EXCEPT: 72. 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. 73. 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? 74. 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 75. 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 76. 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 77. 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 78. 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. 79. 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. 80. 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? 81. 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 82. 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. 83. 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. • 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. 91. 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 92. 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? 93. Which distribution channels allow you the most control over your content? Select all that apply. • Guest posts • Paid influencer ads • Website • Email 94. 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. 95. Database segmentation, marketing automation, and multichannel communication are examples of strategies that happen at which stage of your marketing flywheel? • Attract • Engage • Delight • Consideration 96. 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. 97. 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. 98. 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.