HubSpot Inbound Certification Exam Answers 2021

HubSpot Inbound Exam Answers

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.

Which of the following are principles of inbound? (Choose all that apply.)

·         Personalize for impact

·         Energize for consistency.

·         Synergize for gratuity

·         Empathize for perspective.

Your friend is starting a company and wants to identify the job their product will do for people. What advice would you give them?

·         Make your best guess based on the reason you’re starting your company.

·         Wait until you have at least 100 customers, and then interview 10 or 12 of them.

·         Put a plan in place to interview your first few customers soon after they buy from you.

·         Ask customers of your competitors why they bought the products they did.

Fill in the blank: Inbound is about _____ with the world.

·         sharing your brand

·         expressing your opinions

·         sharing your knowledge

·         building a brand

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?

·         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’re 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.

Fill in the blank: The inbound methodology is a circle. What does it represent?

·         funnel

·         obelisk

·         flywheel

·         cyclone

What is the relationship between a company’s profits and its purpose?

·         A company’s purpose is to generate profits.

·         A company’s profits enable it to fulfill its purpose.

·         A company’s profits distracts from its purpose.

·         A company’s purpose drives profits.

Fill in the blank. To build trust with your target audience, you need to align with the way they _________. (Choose all that apply.)

·         think

·         research

·         purchase

·         experiment

How is your product’s “job to be done” tied to your customer’s personal identity?

·         Your customer wants your product to reflect what they believe about the world.

·         You have to understand a customer’s personal identity in order to understand the job they’re hiring your product to do.

·         By researching the job your product does, you’ll better understand the identity of your customer.

·         By researching your customer’s personal identity, you’ll uncover the job they’re trying to get done.

How many customers do you need to interview to identify the job your product does?

·         1

·         2 or 3

·         5 to 10

·         A minimum of 10

How can thinking of your business as a flywheel improve the handoff between sales and services?

·         By merging the sales and services teams into a single team

·         By giving more visibility into the steps involved to make the handoff go smoothly

·         By having salespeople take on post-sale responsibilities

·         By providing more granular reporting during the sales process

Fill in the blank: You can attract people by using _________ to create content and experiences.

·         a contact database

·         external thought leaders

·         your expertise

·         sales reps’ knowledge

What are the principles of inbound? (Choose all that apply.)

·         Personalize for impact.

·         Energize for consistency.

·         Synergize for gratuity.

·         Empathize for perspective.

True or false? Delight is only about the customer experience your service delivers.

·         True

·         False

True or false? The buyer’s journey is only used by your marketing team.

·         True

·          False

What could a marketer use in the engage stage to engage with different segments of their audience?

·         Ad retargeting

·         Calling

·         Pillar pages

·         All of the above

Fill in the blank. _________ of consumers have discontinued communications with a company because of irrelevant promotions or messages.

·         94%

·         74%

·         77%

·         85%

What might your customer service team use the buyer’s journey for?

·         Cross-sell

·         Up-sell

·         Resell

·         All of the above

Fill in the blank. _________ of customers will never do business with a company again after one negative experience.

·         61%

·         46%

·         51%

·         34%

Which of the following is NOT true about 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.

What are the stages in the inbound methodology?

·         Get Found, Convert, Analyze

·         Attract, Engage, Close

·         Attract, Engage, Delight

·         Attract, Convert, Close, Delight

Fill in the blank: Inbound is about _ with the world.

·         sharing your brand

·         expressing your opinions

·         sharing your knowledge

·         building a brand

Which departments should be involved in creating content?

·         All departments

·         Just marketing

·         Just marketing and sales

·         All customer-facing departments

What does CRM stand for?

·         Custom Rendering for Mobile

·         Custom Relationship Modules

·         Customer Relationship Management

·         Customer Rotation Model

What occurs during the attract stage of the inbound methodology?

·         You answer questions and provide solutions for the challenges your prospects and customers face.

·         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.

True or false? As buying behavior changes, the inbound philosophy will also evolve.

·         True

·         False

True or false? Most buyers start researching potential solutions before they meet with a salesperson.

·         True

·         False

Fill in the blank: Your __ is your strongest acquisition lever.

·         content library

·         current customer base

·         inbound tool stack

·         sales-qualified leads

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 shown as a circle. It presents the flywheel that will drive your businesses growth.

·         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.

Who is responsible for delighting prospects and customers?

·         Services

·         Marketing and Services

·         Sales and Services

·         Marketing, Sales, and Services

True or false? Attracting is the role of marketing. Engaging is the role of sales. Delighting is the role of services.

·         True

·         False

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 — 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.

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.

·         True

·         False

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.

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

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.

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

Fill in the blank: You standardize for __.

·         Quality

·         Simplicity

·         Explanation

·         Consistency

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 employeearound a single purpose?

·         Defining a 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

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?

·         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’re 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.

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.

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.

·         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’ve grown from a regional manufacturer into an international power solutions leader.

·         Our support team is responsible for helping customers find the answers they need as quickly as possible.

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 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 the sun’s relative position to the earth at any point of the day.

·         The three horizon framework is a way to allocate stock in your business’s investment portfolio.

·         The three horizon framework is a performance plan that enables you to see the best and worst performers on your team.

·         The three horizon framework is a way to conceptualize what your business wants to accomplish in the short term, mid term, and long term.

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 The initiatives you choose to omit or de-prioritize or de-prioritize

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 — businesses should not think about profits at all. Instead, they should find a higher purpose to fulfill.

·         False — although most businesses have to generate profits in order to sustain themselves, every business exists to fulfill a specific purpose.

True or false? Objectives typically have a designated time period, while key results can be long lived.

·         True

·         False

What’s the maximum number of top priorities a company should have at any given time?

·         5

·         6

·         7

·         9

True or false? If one horizon begins to underperform, you should reallocate resources to those initiatives until they start performing well.

·         True

·         False

Which of the following best describes a buyer persona?

·         A list of demographic information that correlates with an interest in buying your product

·         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 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

·         A sentiment analysis of a prospect that tells you how cooperative they’ll be during the sales conversation

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 that they can reach out and initiate a sales conversation

·         The goals and challenges the persona typically has that your product can help with

·         Their 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?

·         Their 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 that 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 created 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 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 that they can be sent personalized marketing emails

·         The size of the target market represented by each persona

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.

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

What is the buyer’s journey?

·         It’s the active research process someone goes through leading up to a purchase.

·         It’s the experience your prospect goes through when learning about your brand.

·         It’s the inbound methodology but from the buyer’s perspective.

·         It’s the set of actions that a buyer goes through after he or she made a purchase.

What is the relationship between a company’s profits and its purpose?

·         A company’s purpose is to generate profits.

·         A company’s profits enable it to fulfill its purpose.

·         A company’s profits distracts from its purpose.

·         A company’s purpose drives profits.

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 a desired action.

·         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

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

True or false? It’s a best practice to gate and deliver the majority of your content over live chat.

·         True

·         False

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

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? 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, their point 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 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.

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

In the engage stage what do you collect from an individual?

·         goals

·         first name

·         information

·         email address

Fill in the blank: During the attract stage of the inbound methodology, an inbound business focuses on ______. (Choose all that apply.)

·         becoming a trusted advisor to a prospect

·         attracting prospects and customers through relevant and helpful content

·         immediately adding value to a prospect’s buyer’s journey

·         exceeding a prospect’s expectations in the buying process so that they’ll want to tell their friends and family about your company

In the three horizon framework, what does horizon two symbolize?

·         The initiatives you 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

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.

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.

Why is it important to make sure the people buying your product are happy?

·         Happy customers generate more customers through word-of-mouth recommendations.

·         Word-of-mouth from unhappy customers can prevent potential customers from buying.

·         Happy customers are more likely to become repeat customers.

·         All of the above

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.

·         True

·         False