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Detalles del evento
HubSpot Inbound Certification (New) Answers consists of twelve class lectures that span the four stages of the inbound methodology. From optimizing your website, to landing page anatomy, to honing your inbound sales skills, this free certification course covers the basics of what inbound is all about.
Course overview
Certification exam
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 ____________.
- Funnel
- Obelisk
- Flywheel
- Cyclone
True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services.
- True
- False
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:
- Comfort
- Clarity
- Creativity
- Impact
Which place is recommended for the storage of your prospect’s information?
- A knowledge base
- A notepad
- 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
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 _________.
- Awareness
- Activation
- Monetization
- Optimization
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.
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?
- Services
- 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
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?
- Marketing
- Sales
- Advertisements
- Word of mouth
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?
- Demographic information
- Functional requirements
- Financial requirements
- Personal identity
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 are objectives?
- 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?
- 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
In the three horizon framework, what does horizon two 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
What kinds of information does your sales team likely need included in each persona?
- The size of the target market represented by 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.
- Get Found, Convert, Analyze
- Attract, Engage, Close
- Attract, Engage, Delight
- Attract, Convert, Close, Delight
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.
===
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?
Yes, you should try to interview all types of customers. That way you’ll have a better idea of the ideal buyer you’re trying to market and sell to.
Yes, interview as many current customers as you possibly can. You should avoid reaching out to prospects since they haven't used your product/service.
No, you shouldn't be interviewing customers. Instead, you should interview ideal customers, prospects, and those that don't know your organization.
No, you shouldn't be reaching out to bad customers. They will skew the buyer persona story since they aren't your ideal customer.
True or false? Buyer personas are effective for all organization types.
True
False
Fill in the blank: Inbound marketing represents a fundamental shift in the way that organizations operate because it is ______-centric.
sales
marketer
customer
company
True or false? A customer’s buying journey is ever-evolving. You should make updates as you learn more about your buyer persona.
True
False
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?
Awareness
Consideration
Decision
None of the above
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?
Research, identify trends, and create persona stories
Create persona story, test and optimize, and make assumptions
Make assumptions, identify trends, and ask company employees for input
A buyer persona shouldn't be developed at this time.
What is the buyer's journey?
It's the Inbound Methodology but from the buyer's perspective.
It's the experience your prospect goes through when learning about your brand.
It's the set of actions that a buyer goes through after he or she made a purchase.
It's the active research process someone goes through leading up to a purchase.
Which is true about content and its relationship with the Inbound Methodology?
- Content is needed to attract people to your site.
- Content is needed to attract visitors and convert them into leads.
- Content is needed to close leads into customers and turn customers into promoters.
- All of the above
What are the three core tenents of inbound?
Human, Helpful, Holistic
Goal, Guide, Grow
Attract, Engage, Delight
Marketing, Sales, Services
True or false? A website page should always have three goals. There should be one primary goal and two secondary goals.
True
False
True or false? A call-to-action must be a button.
True
False
What does CRM stand for?
Custom Rendering for Mobile
Custom Relationship Modules
Customer Relationship Management
Customer Rotation Model
Which of the following is NOT a lead nurturing tactic?
Lead scoring
Targeted content
Marketing qualification matrix
Multi-channel
What are the phases of an inbound sales strategy?
Attract, Convert, Close
Identify, Connect, Explore, Advise
Educate, Guide, Grow
Attract, Guide, Sell, Close
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.
Voice of the customer
Social listening
Inbound services
Customer personas
Which of the following delight terms is considered to be reactive to your customers' needs?
Customer service
Customer support
Customer success
Fill in the blank: Your __________ is your strongest acquisition lever
content library
current customer base
inbound tool stack
sales-qualified leads
What are the phases for the inbound sales framework?
Engage, Guide, Grow
Attract, Convert, Close, Delight
Help, Empower, Delight
Engage, Empower, Delight, Grow
True or false? Most buyers are naturally trusting of salespeople.
True
False
True or false? An inbound sales strategy aims to connect with buyers when they’re in the decision stage of the buyer’s journey.
True
False
Which of the following is the best technique for helping people progress through the buyer's journey?
View the journey from the buyer's perspective and focus on the tasks they need to accomplish
Set goals based on the commission you want to earn this month
Don't push people. If a prospect is moving slowly, move on to someone else.
Follow up multiple times a day
True or false? Most buyers start researching potential solutions before they meet with a salesperson.
True
False
What are the four stages of the Inbound Methodology?
Attract, Convert, Close, and Delight
Awareness, Consideration, Decision, and Delight
Find, Engage, Convert, and Nurture
Identify, Connect, Explore, and Advise
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?
Close
Delight
Convert
Attract
What is the definition of a buyer persona?
A semi-fictional representation of your ideal customer based on real data and some select educated speculation
A lead in your database
A true view of your personas
A completely fictional representation of your ideal customer based on real data and some select educated speculation
True or false? In the context of inbound, buyer personas and ideal buyer profiles are the same thing.
True
False
Which departments should be involved in creating content?
All departments
Just marketing
Just marketing and sales
All customer-facing departments
Optimizing your content helps improve __________.
reach
engagement
conversions
All of the above
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?
Awareness
Consideration
Decision
All of the above
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?
A and B
All of the above
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
False
True or false? Social media is a key driver for word-of-mouth marketing.
True
False
True or false? You should only create video content if you have a high-quality camera and lights.
True
False
Fill in the blank: When creating a content offer, use _________ to determine the best content offer format.
the buyer's journey
industry benchmarks
your buyer personas
content distribution
What are the steps of conversion optimization?
Define your objective, form a hypothesis, design your tests, establish your baseline, analyze your data.
Define your objective, establish your baseline, form a hypothesis, design your tests, and analyze your data.
Analyze your data, design your tests, form a hypothesis, establish your baseline, define your objective.
Form a hypothesis, analyze your data, establish your baseline, define your objectives, design your tests.
True or false? Conversion optimization is NOT an iterative process.
True
False
What is conversion optimization?
Conversion optimization is investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate, and act.
Conversion optimization is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey.
Conversion optimization is the process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
Conversion optimization is the technology, processes, and content that empower sales teams to sell efficiently at a higher velocity.
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