HubSpot Inbound Certification Exam Question and Answers

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Which of the following is the BEST definition of a buyer persona?
  A)  Personas are your target markets and represent your ideal customers.
  B)  Personas are semi-fictional characters that represent your ideal customers.
  C)  Personas are characters you create based on job title that represent who you’re trying to reach.
  D)  Personas are profiles you create based on one or two of your best customers.

Buyer personas represent the ideal customers your organization is trying to attract, convert, close, and delight. Personas are most effective in:
  A)  B2B and B2C organizations
  B)  Nonprofit, educational, and B2C organizations
  C)  B2B, B2G, and ecommerce organizations
  D)  All organization types

You’ve just spent the past week creating a 25-page eBook. You want to be sure all your hard work pays off and the eBook works as an effective lead generation tool. Which of the following is MOST essential to leveraging that eBook to achieve your business goals?
  A)  Ensuring the eBook content is evergreen
  B)  Adding social media sharing buttons to the eBook landing page
  C)  Utilizing the proper content distribution channels
  D)  Ensuring the eBook has an attractive cover and overall design

Which of the following is NOT an inbound best practice?
  A)  Create remarkable content
  B)  Use buyer personas
  C)  Leverage your content
  D)  Utilize PPC and pop-up ads
  E)  Use the Buyer’s Journey

What are the three stages of the Buyer’s Journey?
  A)  Research, consideration, decision
  B)  Awareness, conversion, decision
  C)  Awareness, consideration, deliberation
  D)  Awareness, consideration, decision

Webpage formatting best practices discussed in the “Optimizing Your Website” class apply to the following pages except:
  A)  Landing Pages
  B)  Homepage
  C)  Product & Pricing Pages
  D)  Blog Post Pages

Which of the following is NOT a component of good website formatting as discussed in the “Optimizing Your Website” class?
  A)  Visual components like pictures
  B)  Bullets
  C)  Image Sliders
  D)  Font hierarchy

You’re building a company website from the ground up. What is the first thing that you should do?
  A)  Decide on a general design and website architecture.
  B)  Define your buyer personas.
  C)  Build landing pages to convert future visitors to leads.
  D)  Keyword research–decide what keywords you plan to optimize your website for.

Which of the following should you not focus on to make a page easy to understand and crawl?
  A)  Topics
  B)  Inbound links
  C)  Formatting of content
  D)  Design

Understanding what a searcher’s intent is can help you to:
  A)  Know which keywords to place on your pages.
  B)  Align your company’s website design with their desired experience.
  C)  Create content that will satisfy their intention.
  D)  None of the above

What are the most important on-page SEO elements?
  A)  Page title, URL, meta description, content, and page header
  B)  Page title, meta description, meta keywords, content and page headers
  C)  Page title, URL, meta description and meta keywords
  D)  Page title, URL, meta description, content and internal links
  E)  The Fundamentals of Blogging

It’s the end of the year and you’re reporting on your most successful blog posts. What information do you use to determine which ones were the most successful?
  A)  Article views, author name, date
  B)  Blog comments, author name, inbound links
  C)  Article views, number of inbound links, call-to-action clicks
  D)  Call-to-action clicks, promotion channels, blog post length

Which of the following could be effective strategies for generating leads with your blog?
  A)  Include in-text links
  B)  Include a call-to-action (CTA) on the blog sidebar
  C)  Add a CTA to the bottom of a blog post
  D)  All of the above

Which is the MOST important reason why blog post title length matters?
  A)  Titles under 200 characters in length have the best click-through rate.
  B)  The length of your blog post doesn’t matter as long as it’s enticing.
  C)  You want your full title to be seen on a search engine results page to help with the click-through rate.
  D)  If the title is too long it will be cut off on social media.

When writing blog posts, what or who should you first prioritize focusing on addressing with your content?
  A)  Your customers
  B)  Topics that you can write about
  C)  Search Engine Optimization (SEO)
  D)  Your buyer persona

A blog post from April 2012 has been helping drive a lot of organic traffic to your website in the last few years, but recently the views have decreased. What’s the BEST way to increase traffic again?
  A)  Update the blog post and republish with a new date.
  B)  Delete the post and create a new one on the same topic.
  C)  Duplicate the blog post.
  D)  Schedule at least 10 social media messages promoting the blog post.
  E)  Republish the blog post by completely revamping the blog post title.

Which of the following is/are blog formatting best practices?
  A)  Posts should be 400-600 words in length.
  B)  Posts should include subheads and bold text where appropriate.
  C)  Posts should fill in whitespace using text and images
  D)  All of the above
  E)  Amplifying Your Content with Social Media

When it comes to social media, what is the “cocktail party” rule?
  A)  Don’t engage with any one user for an extended period of time; when it comes to social media, you want to “mingle.”
  B)  Don’t share anything on social media after more than two drinks.
  C)  Don’t talk only about yourself or hog the spotlight– share both your content and others’ content.
  D)  The flashier your profile, the more likely people are to interact with you.

A lead tweets out that your latest offer is “completely lame.” What do you do?
  A)  Completely ignore the tweet.
  B)  Tweet back an apology and send them a free t-shirt in the mail.
  C)  Apologize and ask for a more detailed response via email so that you can do better job next time.
  D)  Send them a direct message with an apology so as to not cast your business in a negaive light on your public Twitter feed.

Beyond attracting visitors to your site and allowing for real-time customer service to delight customers, social media interaction is also valuable for:
  A)  None of the above
  B)  Social media is only valuable for attracting strangers and delighting customers.
  C)  Converting visitors into leads.
  D)  Closing leads into customers.
  E)  Converting visitors into leads and closing leads into customers.

Which of the following is/are NOT an effective way to optimize your social media profiles:
  A)  Keeping all profile headline consistent across platform
  B)  Adding as many keywords as possible to your bio or “about us” section
  C)  Customizing your profiles
  D)  A & B

How do personas factor into your social media strategy?
  A)  The way in which you position your content
  B)  The networks that you post on
  C)  They can be a source of inspiration for your content
  D)  All of the above
  E)  Creating Content with a Purpose

Your boss tells you that you need to double the number of NEW visitors to your site next month. In order to accomplish this feat, you decide to create a new piece of content. Which of the following content formats would be MOST likely to help you achieve your goal?
  A)  Educational eBook
  B)  Comparison whitepaper
  C)  Case study
  D)  Trial download

After watching the Inbound Certification classes, you’re inspired to create a piece of content about how inbound can be used in your industry. What’s the BEST way to deliver/distribute this piece of content?
  A)  Via a landing page
  B)  In a blog post
  C)  On your homepage and on a blog post
  D)  Share it via a series of social media messages
  E)  It depends on your business goals

When converting visitors into leads, you should only utilize consideration stage content.
A) TRUE
B) FALSE

Which of the following is the BEST definition of content?
  A)  Content is the message your inbound strategy delivers.
  B)  Content is eBooks and other offers behind your landing pages.
  C)  Content is your blog and website pages.
  D)  Content is your social media messages and blog posts

What are the two keys to creating remarkable content?
  A)  Buyer personas and the Buyer’s Journey
  B)  The Inbound Methodology and buyer personas
  C)  Buyer personas and those personas’ goals and challenges
  D)  The Buyer’s Journey and buyer demographics
  E)  The Inbound Methodology and the Buyer’s Journey

Fill in the blank: Remarkable content is _________, not __________-based.
  A)  Solution, product
  B)  Customer, prospect
  C)  Persona, sales
  D)  Solution, sales
  E)  Persona, product

Successful landing pages require you to: 1) identify your buyer personas, 2) identify the Buyer’s Journey stage, 3) create a relevant offer, 4) execute the conversion process and 5) execute the landing page best practices.
A) TRUE
B) FALSE

According to Gleanster Research, 50% of your leads are qualified but not yet ready to buy. Which two stages of the Buyer’s Journey are responsible for generating the majority of these leads?
  A)  Awareness & Consideration Stage
  B)  Awareness & Decision Stage
  C)  Consideration & Decision Stage
  D)  Decision & Purchase Stage

A properly optimized landing page should contain which of the following components?
  A)  A relevant image; social media “share” icons; a clear, compelling and concise headline; benefits of the marketing offer in bullets.
  B)  A clear, compelling and concise headline; website navigation; social media “follow me” icons; a relevant image.
  C)  A clear, compelling and concise headline; website navigation; social media “share” icons; a relevant image.
  D)  Benefits of the marketing offer in bullets; social media “follow me” icons; a relevant image; website navigation.

All visitors who download a whitepaper or eBook over 10 pages in length are qualified leads.
A) TRUE
B) FALSE

When an individual is looking to purchase a solution to solve a problem or fulfill a need/want, what is the typical order of their buyer’s journey?
  A)  1) Have realized and expressed symptoms of a potential problem or opportunity, 2) Have clearly defined and given a name to their problem or opportunity, 3) Have defined their solution strategy, method
  B)  1) Have clearly defined and given a name to their problem or opportunity, 2) Have defined their solution strategy, method or approach, 3) Have had their problem solved by their solution strategy.
  C)  1) Have realized and expressed symptoms of a potential problem or opportunity, 2) Have clearly defined and selected a solution type to solve the problem or opportunity, 3) Have defined their solution
  D)  1) Have clearly defined and given a name to their problem or opportunity, 3) Have defined their solution strategy, method or approach, 3) Purchased their ideal solution and began to evaluate it.

A landing page is specifically designed:
  A)  To give away checklists, whitepapers & eBooks.
  B)  To direct visitors to your thank you pages.
  C)  For leads to request demos, prices & quotes.
  D)  To convert visitors to leads.

What defines a clear conversion path?
  A)  Multiple calls-to-action across your website that lead to the same landing page.
  B)  Consistency of images and text between calls-to-action and thank you pages but use of visually unique landing pages to promote form submissions.
  C)  Consistency of images and text between calls-to-action, landing pages, and thank you pages.
  D)  Multiple calls-to-action on one page to direct users where to click next.

The goal of a call-to-action is to:
  A)  Bring users to a thank you page.
  B)  Guide website visitors to a landing page.
  C)  Ask anonymous visitors or existing contacts for their contact information.
  D)  Help sales reps call their most qualified leads.

You’ve created a thank you page that you want to use to not only deliver the offer, but also move people farther through the buyer’s journey. What can you add to your thank you page to help guide a potential customer to the decision stage of the Buyer’s Journey?
  A)  A call-to-action for an industry-related eBook.
  B)  A call-to-action for a product demo.
  C)  A link to your “About Us” page.
  D)  Social media sharing options.

What do a CTA, landing page, and thank you page create when working together?
  A)  Conversion path
  B)  Promotion strategy
  C)  Marketing optimization
  D)  Marketing promotion

Calls-to-action are primarily used for offers targeted to prospects who are in the awareness stage of the Buyer’s Journey.
A) TRUE
B) FALSE

Which of the following copy focuses on benefits, not features?
  A)  Grow your professional network.
  B)  This app automatically loads your conversion history
  C)  Get sent notifications in real time
  D)  Schedule email sends in advance

Which of the following is the BEST example of how email can be used to generate new leads?
  A)  Contacts replying to your email with new information about themselves.
  B)  Contacts forwarding your email to their networks.
  C)  Emails tailored to recipients through the use of personalization tokens builds trust in your organization.
  D)  High CTA click-through rate on a website page linked to in an email.

Which of the following is a way you could segment your contacts database?
  A)  State or province
  B)  Company industry
  C)  Job function
  D)  Number of social media followers
  E)  All of the above

Buyers have so much information available to them that they typically have already made 30% of their purchase decision before even talking to a sales rep.
A) TRUE
B) FALSE

Your company makes high-end LED light fixtures. You have two target audiences: architects who design commercial buildings and contractors who work on building renovations. You need to send a different email to each audience. Which of the following would be the most effective way to segment your list?
  A)  Segment by role and industry.
  B)  Segment by geography and role.
  C)  Segment by page views and geography.
  D)  Not enough information provided
  E)  Segment by page views and industry.

Your company has decided to use an inbound approach to sales. Which of the following does NOT align with your company’s new inbound sales practices?
  A)  Leveraging the buyer’s context on calls.
  B)  Using a static “sales pitch” on all calls.
  C)  Creating content for each stage of the Buyer’s Journey.
  D)  Building rapport with your prospect.

Your sales manager wants you to focus on explaining the value of your product or service in a way that helps your prospect identify with the pain you solve for. Which of the following is the MOST effective way to accomplish this?
  A)  Ask close ended questions.
  B)  Use a static pitch about your product or services’ benefits.
  C)  Ask leading questions.
  D)  Use positioning statements.

When dealing with prospects over the phone, each prospect should always walk away having learned something from you – no matter the outcome of the call.
A) TRUE
B) FALSE

Traditionally, salespeople have interrupted prospects, pitched their product, and closed hard. As an inbound sales rep, how do you best put yourself in the position to be a sales educator?
  A)  Ask your prospect as many questions as you can think of.
  B)  Increase your number of LinkedIn followers.
  C)  Follow your own agenda.
  D)  Become the ultimate listening machine.

Which of the following is NOT a good topic to cover in a weekly smarketing meeting?
  A)  Updates on progress towards each team’s SLA / goals
  B)  Tips for following up with marketing leads based on recent campaigns
  C)  Discussions to resolve specific interpersonal disputes between Sales and Marketing
  D)  Updates about product features and services

Which of the following is a sign that you do NOT have closed-loop reporting set up?
  A)  The marketing team does not have a metrics-based goal.
  B)  The sales team says they don’t have enough leads.
  C)  You send leads to sales and only get negative feedback.
  D)  The sales team receives leads without additional intelligence about what content they viewed on your website.

You find that some of your leads are not getting any follow up, while others are getting too many emails from both their sales rep AND your marketing team. Which of the following is most likely to be the cause?
  A)  Sales reps do not have the tools to prioritize their leads.
  B)  You have very few marketing qualified leads to email.
  C)  You don’t have enough content for each stage of the buyer’s journey.
  D)  You have not defined the lead handoff process from marketing to sales.

Which of the following is not a direct benefit of using sales and marketing dashboards?
  A)  Transparency into how each team is performing
  B)  Publically shared data across the company
  C)  Easy to check your progress towards goals on a regular basis
  D)  Better specialization for each persona

You’ve set out to determine how a “sales-ready lead” is defined within your organization. Which factors are most important to identify in order to determine if a lead is “sales-ready” or not?
  A)  Their level of fit and level of interest.
  B)  Their demographics and their role at their organization.
  C)  Their behavior on your site and their level of interest.
  D)  The content they’ve downloaded and their role at their organization.

It’s not what you ____, but how you make them ____ that creates a lasting relationship.
  A)  say, feel
  B)  say, care
  C)  do, feel
  D)  do, look

Your executive, finance and sales teams should be solving for and serving the customer.
A) TRUE
B) FALSE

What are the pillars of customer delight?
  A)  Delight Employees, Educate Employees, and Empower Employees.
  B)  Innovation, Communication, and Education.
  C)  Product, Communication, and Education.
  D)  Trust, Education, and Communication.

You just interviewed a potential new hire. You examined their culture fit, experience, skill sets, and beliefs. You decided to hire them! What are the next two steps you must take in order to set them up to delight your customers?
  A)  Train & manage them
  B)  Manage & empower them
  C)  Educate & empower them
  D)  Manage & lead them

A customer called in with a product issue: they were upset because your product wasn’t working as designed. One of your employees worked with the customer to solve their problem, then provide some additional recommendations to help the customer get even more value out of your product. The customer hung up the phone happy and very satisfied. What did the employee most likely use to delight th
  A)  The pillars of customer delight
  B)  The seven customer delight guidelines
  C)  The Customer Delight Checklist
  D)  All of the above

Your computer is on its last legs and you’re hoping to purchase a new one that suits your needs before your existing desktop model finally bites the dust. Since it’s been a while since you’ve purchased a computer, you’re not quite sure what your options are. Which stage of the buyer’s journey are you most likely in?
  A)  Awareness
  B)  Comparison
  C)  Decision
  D)  Not enough information available to choose

Choose the BEST answer to fill in the blank: _________ is/are your marketing assets like your blog, email campaigns, and social media messages; _________ is how you know what those things should be about.
  A)  Content, context
  B)  Content, content marketing
  C)  Context, inbound marketing
  D)  Content, the Buyer’s Journey

Why is “analyze” not depicted in the Inbound Methodology diagram?
  A)  You’ll know whether your strategy is working or not based on if you’re getting more promoters.
  B)  Analysis is most important in terms of closed-loop reporting.
  C)  Analysis is a given: it should be a part of every single thing you do with inbound.
  D)  Analysis is primarily important in the attract, convert, and close stages

Which of the following is NOT a primary way to research buyer personas?
  A)  Conduct in-person interviews with current customers.
  B)  Look for questions potential and current customers ask on social media.
  C)  Use inferences about their likes and dislikes based your own business experience.
  D)  Talk to well-qualified prospects.

We optimize our website for search engines.
  A)  True.
  B)  False, we optimize for buyer personas and search engines.
  C)  False, we optimize our site to get more leads and customers.
  D)  False, we optimize our site to delight our customers.

Google believes that when people complete a search using a search engine, they’re looking to do the three following things at their highest level:
  A)  Navigate to a website, download something, learn something
  B)  Navigate to a website, complete some action or learn something
  C)  Navigate to a website, gather information or learn something
  D)  Do something, learn something and navigate to their own website

Your boss asks you to explain what the purpose of Google’s ranking and indexing algorithms are. How do you best explain this?
  A)  They’re designed to deliver results in the least amount of time possible
  B)  They crawl the Internet and know about each and every page – and what the page’s topic is.
  C)  They’re designed to deliver the best results to people.
  D)  They are made up of over 2000 different ranking factors that the marketing world knows and understands.

You let your team know that you need to start blogging on a consistent and frequent basis to start seeing the results that you’re looking for. They ask you what that means in a more numeric sense. How would you respond?
  A)  As often as we want to get found online.
  B)  Weekly.
  C)  2-3 times per week.
  D)  Daily.

Where do MOST blog posts fit into the Buyer’s Journey?
  A)  Attraction stage
  B)  Consideration stage
  C)  Awareness stage
  D)  Decision stage

In order to have the greatest chance of being fully visible on a Google search results page, how many characters should your blog post title be?
  A)  70 characters
  B)  55 characters
  C)  100 characters
  D)  Character count doesn’t matter

What is/are the best type(s) content to post to Twitter?
  A)  Visual and concise
  B)  Thorough and informational
  C)  Depends on your persona
  D)  A & C
  E)  A & B

One of your industry peers’ blogs has an article that you think would strongly resonate with your own company’s buyer personas. You want to share it via social media. Do you share the article?
  A)  No, then people would find your competitor’s content instead of your own.
  B)  Yes, and include a link to the original article, as social media should be a platform for sharing valuable content regardless of its source.
  C)  Yes, but don’t share more than one article from the same source. You don’t want your followers to think more highly of your industry peer.
  D)  No, your followers would be confused by sharing content that you didn’t create yourself.

Imagine you work at a B2C company. You’re trying to get a jump start on your company’s social media marketing: should you start a LinkedIn Page?
  A)  No, consumers do not use LinkedIn.
  B)  No, B2C companies should focus more on creating offers and blog posts instead of social media.
  C)  Yes, if your personas use LinkedIn to learn about products or services.
  D)  Yes, you should post to all of the “big 4” social networks regardless of your business type.

You work for a marketing services agency named Inbound Corporation that helps people do better inbound marketing. One of your buyer persona’s primary interests is getting more traffic to their site. Which would most likely be an effective awareness stage offer getting your persona’s attention?
  A)  A blog post titled: “5 Ways Inbound Corporation Helps Clients Achieve Business Goals”
  B)  A guide titled: “The Ultimate Guide to On-Page SEO Techniques”
  C)  An eBook titled: “The New Laws of Attraction: Techniques to Drive Website Traffic”
  D)  A checklist titled: “Crafting the Perfect Landing Page in 10 Minutes or Less”
  E)  None of the above

What is the content process comprised of?
  A)  Produce, publish, distribute, assess, revise
  B)  Plan, produce, distribute, analyze, repeat
  C)  Personas, produce, distribute, assess, revise
  D)  Plan, publish, discuss, analyze, repeat

A landing page and its associated offer must be in harmony with what your buyer persona(s) are looking for based on where they are:
  A)  In the Buyer’s Journey
  B)  On your website
  C)  On your blog
  D)  In the Inbound Methodology

Which of the following descriptions would make the BEST thank you page for an awareness stage offer?
  A)  A thank you page that has a CTA promoting a decision stage offer, a video on the company vision, and social sharing buttons.
  B)  A thank you page that delivers the offer, has a CTA promoting a consideration stage offer, and has social sharing buttons.
  C)  A thank you page that delivers the offer, has social sharing options, and has a pop up for a sales call.
  D)  A thank you page that delivers the offer, has a CTA promoting an awareness stage offer, and has social sharing buttons.

When a visitor comes to your website and clicks on a call-to-action for a “complimentary guide,” what page should they be taken to next?
  A)  A landing page with the headline “Download our free guide!”
  B)  A landing page with the headline “Download our complimentary guide!”
  C)  A Twitter search for people talking about the guide.
  D)  A thank you page with the headline “Thanks for downloading our guide!”

Your boss is interested in getting results fast and asks you to purchase a list of email addresses to send your marketing messages. What should you tell your boss?
  A)  Let’s do it! Purchasing lists increases email click-through rates.
  B)  Let’s hold off. Purchasing lists can result in decreased deliverability rates.
  C)  Let’s do it! Purchasing lists increases email open rates and click popularity.
  D)  Let’s hold off. Purchasing lists can decrease hard bounces but increase soft bounces.

What are the three elements you must get right in order to be successful with your email marketing?
  A)  Context, actionability, and target
  B)  Context, audience, and target
  C)  Content, actionability, and timing
  D)  Content, audience, and timing

Which of the following types of content would not be appropriate to email to someone in the decision stage of the Buyer’s Journey?
  A)  A report on the ROI of regular business blogging.
  B)  A product demo of a blogging tool.
  C)  An infographic about the benefits of business blogging.
  D)  A case study on a business who saw an increase in traffic after blogging regularly.

You’ve just completed all your research on your new lead. Now it’s time to pick up the phone! What are the 4 guidelines to keep in mind when connecting with your leads over the phone?
  A)  Build rapport, know your audience, speak the prospect’s language, be helpful
  B)  Be nice, know your audience, follow your own agenda, be helpful
  C)  Build rapport, sound happy, be helpful, schedule follow up call
  D)  Sound interested, know your audience, follow your own agenda, schedule follow up call

In order for sales reps to be looked to as trusted advisors, what is the MOST important thing they must first do?
  A)  Be in their industry for 10 or more years.
  B)  Tell the prospects what to do in order to get quick wins.
  C)  Build up their personal brand as a thought leader in their industry.
  D)  Have a lot of LinkedIn connections.

Which of the following is the best example of why the sales process has changed?
  A)  Sales reps want to remain in control.
  B)  Buyers have difficulty finding the right information online.
  C)  Sales reps were bored.
  D)  Buying habits have changed.

Which of the following are good metrics for your Marketing team to track in order to measure progress towards their goal?
  A)  Revenue pipeline generated
  B)  Leads generated
  C)  Marketing qualified leads generated
  D)  Actual revenue achieved
  E)  Any of the above

Your VP of Sales thinks SLAs are unnecessary and does not support you taking the time to create one for your Marketing and Sales teams. How can you explain the benefit of an SLA in order to convince your VP of Sales it’s worth creating one?
  A)  An SLA will help align our teams’ goals around our same end goal of revenue.
  B)  An SLA will help us communicate transparently how our teams are supporting the other and contributing to the bottom line.
  C)  An SLA will allow us to monitor on a daily basis how we’re tracking towards our goals so we can adjust as needed.
  D)  All of the above

Which of the following is the BEST definition of a Service Level Agreement (SLA)?
  A)  An agreement between Sales and Marketing that defines how many lead generation offers Marketing must create in order for Sales to reach their quota.
  B)  An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support continual company growth.
  C)  An agreement between Sales and Marketing that defines what each team commits to accomplishing in order to support the other.
  D)  An agreement between Sales and Marketing that defines how many Marketing Qualified Leads will be passed off to Sales each month.

You’re interviewing a potential new hire. They’re highly qualified for the job itself, but you want to make sure they’re also qualified to serve and delight your customers. Which quality is the most important to identify in order to ensure the employee would be equipped to delight your customers?
  A)  Do they have specific skills your customers would benefit from?
  B)  Are they a culture fit for your organization?
  C)  Are they able to offer a new perspective at your organization?
  D)  Do they have customer service experience?

According to the delight class, which of the following is most essential to customer delight?
  A)  Build rapport with your customers.
  B)  Create content just for customers.
  C)  Foster open communication with customers.
  D)  Build trust with your customers.

On-page SEO is the most important element of optimizing your website.
A) TRUE
B) FALSE

You read through a blog post your colleague created and you realized it’s on more than one topic. Is this a good or bad thing?
  A)  Good – you’re able to make your blog post longer and it addresses several of your prospects questions.
  B)  Bad – it’s better to focus on one topic per blog post to keep it clear and concise.
  C)  Good – the post will be easier to optimize for search engine optimization and ranking for several different keywords.
  D)  Bad – the blog post will be too long for search engines to crawl effectively.

What is the “content golden rule?”
  A)  The Law of Diminishing Returns: don’t add more information or design into your content than is necessary.
  B)  The 80/20 Rule: 80% of your content should be customer-focused, 20% of your content should be sales-related.
  C)  The Cocktail Party Rule: don’t just talk about yourself, involve others, as well.
  D)  The Frequency Rule: publish content at least 2 times a week.

You should treat every component of an email as a call-to-action.
A) TRUE
B) FALSE

Why is delight only a post-sale activity?
  A)  Most interactions occur only after the sale
  B)  Customer delight is actually a pre-sale and post-sale activity
  C)  Trust can only be built after the sale
  D)  The customer delight pillars are only acceptable post-sale

In order to be successful with inbound sales, you need to determine the goal of your sales calls before picking up the phone. How could you BEST do that?
  A)  Understand what content originally attracted them to your site
  B)  Understand where they are in the Buyer’s Journey
  C)  Make an educated guess about which persona you’re talking to and who they are as an individual
  D)  Understand who you’re talking to and where they are at in the Buyer’s Journey

Your company is growing and you want to scale the alignment between your Marketing and Sales teams. Which of the following is the BEST strategy to help achieve that alignment?
  A)  You cannot scale sales and marketing alignment to a large organization
  B)  Create a Marketing dashboard to email to the entire Sales team
  C)  Have the VP Marketing and VP Sales sit next to each other
  D)  Choose Marketing and Sales leaders from each division to maintain alignment across the company

Sending the right email to the right person is about creating the right content with the right context. Which of the following is MOST useful in determining an email’s context?
  A)  The best time of day to send emails
  B)  The lead’s stage in the Buyer’s Journey
  C)  The top performing content in past emails
  D)  The pain-points associated with a persona segment

Which of the following is the MOST important reason a landing page should always lead to a thank you page?
  A)  So you can email the lead
  B)  So you can thank the user
  C)  So you can deliver the offer
  D)  So you can convert your lead into a sales opportunity

You want to post a picture of your office Halloween party to your company’s Facebook page, but your boss tells you it’s unprofessional and will cast your business in a negative light. Is your boss correct?
  A)  Yes, your company’s social media accounts should contain only business- and industry-related content
  B)  Yes, posting “fun” content like halloween photos will distract visitors from your product or service
  C)  No, social media is meant to be social; don’t be afraid to to show what makes your company and corporate culture enjoyable to work with
  D)  No, people are more likely to buy from people they like and and have a relationship with – posting “fun” content like halloween photos can help to build that relationship
  E)  A & B
  F)  C & D

How can you use social media for promoting your blog posts?
  A)  Monitor questions on social media and respond with a blog post link
  B)  Share blog articles through social posts
  C)  Use blog content as fodder
  D)  All of the above

Customizing the meta description for your blog posts will ALWAYS help improve that post’s search engine ranking.
A) TRUE
B) FALSE

You have to explain to your boss why she should care about optimizing your company’s website. What do you say?
  A)  We want to get more traffic to our site from search engines like Google
  B)  We need a website face lift. Our site is not visually appealing and it does not focus on the right keywords
  C)  It helps us get to the first page of search results. No one looks past that page anyway
  D)  It helps us get people to our site and lays out a clear path for them to accomplish what we’d like them to do on our pages

Buyer persona stores should contain information about:
  A)  A persona’s demographics and common traits
  B)  A persona’s main goals and challenges
  C)  A persona’s role at their organization or in life
  D)  Only A and C
  E)  All of the above

You’ve written two versions of a marketing email that differ based on their first paragraphs. Both get across your message, but you’re not sure which email version to use. Which of the following is the BEST way to determine which email is most effective?
  A)  Send each email to different segments
  B)  A/B Test
  C)  Click popularity tracking
  D)  Click-through rate analysis

Which of the following is/are good metric(s) for your Marketing team to track in order to measure progress towards their goal?
  A)  Revenue pipeline generated Leads
  B)  Marketing qualified leads generated
  C)  Actual revenue achieved
  D)  Any of the above

You’ve been doing inbound marketing for a while, but you decide to try out an inbound approach to sales for a week or two. When you turn on your computer the next morning, you see you already have a new inbound lead in your inbox. Woohoo! What is the FIRST thing you should do?
  A)  Completely ignore the lead until they download something else on your site
  B)   Research your lead thoroughly
  C)  Pick up the phone and call them
  D)  Send them an email

Buyer persona stories should contain information about:
  A)  A persona’s demographics and common traits
  B)  A persona’s main goals and challenges
  C)  A persona’s role at their organization or in life
  D)  None of the above
  E)  All of the above

Why is “analyze” NOT a stage in the Inbound Methodology?
  A)  Analysis is a part of every single thing you do with inbound.
  B)  Analysis is primarily important in the attract and convert stages.
  C)  It’s technically the last stage, but you’ll know whether your strategy is working or not based on if you’re getting more promoters.
  D)  Analysis is most important in terms of closed-loop reporting.

At a high level, what three things should you keep in mind when creating buyer personas?
  A)  Make assumptions, identify trends, and ask sales for input
  B)  Research, identify trends, and create persona stories
  C)  Identify trends, differences, and detractors
  D)  Research, make assumptions, and identify trends

Which Buyer’s Journey stage does someone fall into if they are experiencing and expressing a problem?
  A)  Awareness
  B)  Consideration
  C)  Decision

Each prospect who comes to your website for the first time is always in the Awareness stage of the Buyer’s Journey.
A) TRUE
B) FALSE

When creating a buyer persona, you should ONLY interview your ideal customers.
A) TRUE
B) FALSE

To ensure that search engines understand the content on your page, you should:
  A)  Repeat your primary keyword throughout the page content using the same wording and phrasing.
  B)  Not use your primary keyword at all – there?s no need, because search engines understand intent.
  C)  Use natural language and variations of your primary keyword phrase throughout the page content.
  D)  Include your primary keyword throughout the page content as many times as possible.

Include your primary keyword in all of the following page elements EXCEPT:
  A)  Headers
  B)  Page title
  C)  URL
  D)  Navigation
  E)  Body

Which is a main component for how search engines rank search results?
  A)  The number of authoritative links to the site.
  B)  The number of social followers of the business.
  C)  The number of keywords on the page.
  D)  The number of visits to the page.

What are inbound links?
  A)  Links pointing from one of your blog posts to another
  B)  Links coming into your website
  C)  Links that you create within your inbound content
  D)  Links to external resources

True or False? Every page should have a unique meta description.
A) True- give a short summary of the unique content on that page
B) False- use the same one for your business for consistency

Fill in the blank: The outlined Content Process steps are plan, create, _______, analyze, repeat.
  A)  distribute
  B)  research
  C)  publish
  D)  target

An adventure travel company wants to create a piece of content for their buyer persona. This persona is interested in building team trust, since they work in an industry with high employee turnover. Which would most likely be an effective Awareness Stage offer for getting this persona?s attention?
  A)  A webinar that covers the adventure travel company’s new travel package that helps with team bonding
  B)  A blog post on the top 10 spots for off-site adventure travel
  C)  An ebook on how to build trust inside a team with trust building exercises
  D)  A case study on how the company helped another business with their off-site team building experience

Content is defined by 3 things. What are they?
  A)  Purpose, format, and topic
  B)  Who, how, and why
  C)  Audience, creator, and distributor

If your content is focused on different solutions to your buyer persona’s problem, where would that content fit into the Buyer’s Journey?
  A)  Awareness
  B)  Consideration
  C)  Decision

You have spent a lot of time planning and creating a great content offer. You are now done with the content process and should move on to create your next piece of content.
A) TRUE
B) FALSE

Which of the following is NOT a metric to consider when analyzing a content offer?
  A)  Number of leads generated
  B)  Number of social shares
  C)  Open rate
  D)  Performance by format type

In order to not get cut off in a Google search result, what is the maximum number of characters that your title should be?
  A)  60 characters
  B)  30 characters
  C)  90 characters
  D)  120 characters

Which of the following would be the most appropriate call-to-action to place at the bottom of an Awareness Stage blog post?
  A)  Download Our Pricing Guide
  B)  Download the Team Building Checklist
  C)  Request a Free Quote
  D)  Sign Up for a Consultation

You work for a travel agency and need to write your next blog post. What topic should you write about to attract families that have never heard of you and are looking to take a vacation?
  A)  The affordable pricing of your family-friendly vacation packages
  B)  The best family-friendly vacation destinations
  C)  Why your agency provides the best experience for families
  D)  The latest trip that your agency organized for a family

Analyzing the number of views for a blog post can tell you all of the following EXCEPT:
  A)  Which blog posts are performing best
  B)  Whether you’ve picked the right call-to-action for your post
  C)  How much traffic each post is driving
  D)  Which topics are resonating with your readers

You just wrote a blog post and published a tweet promoting it. Should you share the post on Twitter again in the future?
A) Yes – as long as it’s relevant, you can keep sharing it over time
B) No – only promote your blog posts when you first publish them

Your boss wants you to blog primarily about your company, its services and various corporate events. What is your response?
A) That’s a good idea – we want to attract the most qualified visitors with our posts, so we should help people understand our business. If we write about ourselves, they’ll be more likely to p
B) That’s not a good idea – we’re trying to attract new visitors with our posts, people who haven’t yet heard of our company. If we write about ourselves, they won’t find us in their

A company published an ebook about the effects of off-site team building. What social media marketing action should they take to help generate leads for the offer?
  A)  Create tweets that include a link to landing page for the ebook
  B)  Include a link to the ebook in their Twitter profile
  C)  Create a Facebook group for customers and promote the ebook to the group members
  D)  Publish the ebook to LinkedIn

Fill in the blank: __________ helps marketers establish a consistent tone on their social media networks.
  A)  A social benchmark report
  B)  A social media publishing schedule
  C)  A social media style guide
  D)  A social media monitoring stream

True or False: Social media can be used at every stage of the inbound methodology.
A) True- Social media can be used to attract visitors, convert leads, close customers, and delight promoters.
B) False- Social media can only be used to attract visitors and monitor leads.

Which is NOT a best practice for publishing on social media networks?
  A)  Always use an auto-publishing tool to save time
  B)  Share relevant industry content
  C)  Customize your content for different social media channels
  D)  Create a social media style guide

How should industry benchmarks be used when developing a social media strategy?
  A)  To compare your results to other businesses
  B)  To develop social media posts that will be published
  C)  To generate revenue from social media
  D)  To create a social media style guide

What elements should be tested on your CTA?
  A)  Color
  B)  Keywords
  C)  Placement on the page
  D)  All of the above

The rate of visitors converting on a landing page is affected by the CTA.
A) TRUE
B) FALSE

Fill in the blank: A call-to-action (CTA) is a button that promotes an offer and links to a(n) ______.
  A)  Landing page
  B)  Email
  C)  Website page
  D)  Thank you page

Landing pages should contain all of the following EXCEPT:
  A)  A video
  B)  Social sharing icons
  C)  Website navigation
  D)  A headline

A landing page should connect to a thank you page.
A) TRUE
B) FALSE

Fill in the blank: Landing pages are designed to _________.
  A)  Be the page that a lead ?lands? on, after filling out a form
  B)  Deliver a content offer to a lead
  C)  Close leads into customers
  D)  Convert visitors into leads

True or False: A landing page navigation menu should be different from the rest of the site.
  A)  True. Your menu should be shorter to direct people to particular areas of your site.
  B)  False. Your menu should be the same as the rest of your site to be consistent.
  C)  True. Your menu should direct people to related content offers.
  D)  False. Your menu should not exist on a landing page.

A form on your landing page should only ask the questions that your sales team needs to have answered.
A) TRUE
B) FALSE

All of the following are reasons to place a call-to-action on a thank you page EXCEPT:
  A)  Thank your leads for their interest in your offer
  B)  Encourage leads to stay on your site
  C)  Keep leads converting on your website
  D)  Move leads further into the buyer’s journey

You should use an inline thank you message if you want to give more information to your new lead.
A) TRUE
B) FALSE

A thank you page optimized for lead engagement contains:
  A)  A link to your About Us page
  B)  A link to a specific blog post related to the topic
  C)  An image
  D)  Testimonials

What is lead nurturing?
  A)  The process of sending individual emails to get them to purchase your product or service.
  B)  The process of building relationships with prospects with the goal of earning their business when they’re ready.
  C)  The process of calling qualified prospects and engaging them with a consultative sales process.
  D)  The process of placing the right call-to-action in the right email and sending it to the right person.

What does the open rate of your email indicate?
  A)  That people are enticed to click on the offer in the email
  B)  That your email has converted leads
  C)  That your email is getting to your contacts’ inbox
  D)  That your subject line is effective

Which of these is NOT a best practice when optimizing your emails for mobile?
  A)  Make your content comprehensive. Since people carry their phones with them everywhere, a captive audience is more willing to read a longer email.
  B)  Bigger is better. When it comes to text, images, and calls-to-action, be aware that people will be reading your email on smaller screens.
  C)  Use a responsive template. That way your email will conform to the device your reader is using.
  D)  Use clear and concise messaging. People are more likely to scan emails, regardless of what device they are using.

Fill in the blank: Personalization tokens and list segmentation are both examples of using _____ in email.
  A)  A/B testing
  B)  lead nurturing
  C)  content
  D)  context

Your boss asks you to do some reporting on your email performance from last quarter. Which email metric can you ignore?
  A)  Industry average
  B)  Bounce rate
  C)  Click rate
  D)  Open rate

Fill in the blank: A ______ is an email that has been returned to the sender because the email address is invalid.
A) Hard bounce
B) Soft bounce

Why is the Sales Qualified Lead (SQL) stage important for both your sales and marketing teams?
  A)  It will help your sales and marketing teams remain on the same page in terms of the quality and volume of MQLs that marketing is handing over
  B)  It will help your marketing team better nurture Opportunities prior to sending them over to the sales team to be more thoroughly researched
  C)  It has no relevance to smarketing and is simply used for executive teams to track sales activity
  D)  There is no difference between an SQL and an MQL, thus this stage has no relevance to smarketing

According to the marketing and sales funnel, prospects are defined as:
  A)  Website visitors who have signed up for a blog or an email newsletter
  B)  Anyone in the sales and marketing funnel who has requested a demo or trial
  C)  A lead that has expressed interest in purchasing your product/service
  D)  Anyone that has downloaded a content offer

Fill in the blank: Marketing and sales should be aligned around the same goal. Typically this is a shared _____ goal.
  A)  Persona
  B)  Revenue
  C)  Visit
  D)  Return on investment (ROI)

Fill in the blank: Dashboards are key to integrating smarketing into an organization because they provide _______, _______, and _______ updates as to how marketing and sales are performing.
  A)  frequent, public, transparent
  B)  occasional, private, transparent
  C)  frequent, private, transparent
  D)  occasional, public, transparent

Marketing’s Service Level Agreement (SLA) to sales should always include:
  A)  A list of all leads on a weekly, monthly, quarterly or yearly basis that are not yet Marketing Qualified Leads.
  B)  It’s not important to include anything specific in a marketing SLA, just having one is what matters.
  C)  The promise to engage with each lead at least three times before identifying them as a Marketing Qualified Leads.
  D)  Number of Marketing Qualified Leads provided to the sales team on a weekly, monthly, quarterly or yearly basis.

You are a sales rep who has decided to try out an inbound approach to sales. One morning when you turn on your computer you see you already have a new inbound lead in your inbox. What is the FIRST thing you should do?
  A)  Pick up the phone and call them
  B)  Send them an email
  C)  Research your lead
  D)  Do nothing until the lead fills out another form

60% of a buyer’s purchase decision has already been made before even talking to a sales rep. What does that mean for inbound sales?
  A)  Buyers are more educated, so there’s less work for the sales reps.
  B)  Sales reps need to push and sell harder to convince buyers to make the right decision.
  C)  Sales reps must evolve their selling to keep up with customers’ buying habits.
  D)  Sales reps should keep this in mind, but this doesn’t change the way the world should sell.

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?
  A)  Send emails
  B)  Collect survey responses
  C)  Talk to team members
  D)  Listen to social media

When should you focus on delighting people?
  A)  From the moment they become a customer to delight them into promoters
  B)  At the beginning of the sales process
  C)  From the very first moment someone interacts with your business
  D)  After they have used your product or service

Which interactions will build or destroy trust?
  A)  Only pre-sale interactions
  B)  Only post-sale interactions
  C)  All of the interactions
  D)  None of the interactions

What’s an effective way to empower your team while not micro-managing them?
  A)  Create scripts that your team must use when serving customers.
  B)  Have daily status check-in meetings to make sure they are working on the right things.
  C)  Give them a goal and let them figure it out.
  D)  Develop a set of defined principles that will help them operate autonomously.

Who is responsible for delighting customers?
  A)  Only customer-facing teams
  B)  Only those that hold public relations roles
  C)  Only the executive leadership team
  D)  Everyone at your organization

As an inbound sales rep, acting as an information gatekeeper and holding power over the entire sales process helps you win more sales.
A) True
B) False

What is the most important reason for why marketing and sales should share the same goal(s)?
  A)  Alignment around goals makes it easier for the company to manage employees.
  B)  Alignment around goals puts an emphasis on collaboration and holds marketing and sales accountable to each other.
  C)  Alignment around goals reduces the number of employees necessary to hit revenue goals.
  D)  lignment around goals makes it less expensive to run an organization.

At the start of the year, your company has 5,000 leads. Over the course of the year, you generate another 1,000 leads. True or false: you now have 6,000 leads in your database that you can email.
  A)  True: Purchased lists will allow a business to continuously add leads to their funnel with no adverse effects
  B)  False: The average email list decays about 25% a year.
  C)  True: An effective email marketing strategy is self-sustaining and will always help to generate new business
  D)  False: You cannot use email marketing to close leads into customers.

An optimized profile for every social media network should contain all of the following EXCEPT:
  A)  Your organization’s phone number
  B)  A link to your organization’s website
  C)  Your organization’s logo
  D)  Your company description

All of the following are terms that you could monitor to find your prospective customers on social media EXCEPT:
  A)  Terms that your buyer personas use to describe your industry
  B)  Terms that you would use to describe your industry
  C)  Terms that are used in trending hashtags
  D)  Terms that your competitors use to describe your business

Analyzing the number of views for a blog post can tell you all of the following EXCEPT:
  A)  Whether you’ve picked the right call-to-action for your post
  B)  How much traffic each post is driving
  C)  Which blog posts are performing best
  D)  Which topics are resonating with your readers

Blogging increases the volume of traffic to your website in all of the following ways, EXCEPT:
  A)  Outside websites will link to your posts
  B)  More unique pages are associated with your website
  C)  Your posts will generate more conversion assists
  D)  Your posts will get shared in social media

What is SEO?
  A)  The Javascript on your pages that allows a search engine to understand it.
  B)  The number of website pages that are indexed by search engines.
  C)  The process of improving your website so that it attracts more visitors from search engines.
  D)  The elements of your email that allow it to get processed by search engines.

As you launch a new website, your boss tells you that she wants to get found for the keyword “teamwork”. Which is the best response to her request?
  A)  “I’d recommend choosing a long-tail version. Long-tail keywords usually have more search volume than broad keywords.”
  B)  “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
  C)  “Great! That keyword is broad enough to match the searches of all of our buyer personas.”
  D)  “Great! That keyword is broad, so it probably gets a high volume of searches, meaning lots of new visitors for us.”

What is the Buyer’s Journey?
  A)  It’s the process that someone goes through after they’ve made a purchase.
  B)  It’s the process our buyer goes through when learning about your brand.
  C)  It’s the active research process someone goes through leading up to a purchase.
  D)  It’s the inbound methodology, but from the buyer’s perspective.

Smarketing is only helpful for increasing revenue for organizations with 100+ employees
A) True
B) False

Which of the following is NOT a benefit that can be gained from closed-loop reporting?
  A)  Being able to provide a timeline of all the interactions a contact took prior to becoming a Marketing Qualified Lead
  B)  Being able to identify which Marketing Qualified Leads are more likely to ask for a discount when signing a contract
  C)  Being able to pass information to sales that can help aid them in connecting and engaging with contacts within the first 24 hours
  D)  Being able to analyze which marketing sources (organic, social, referral, etc.) are producing the most customers

Fill in the blank: When using A/B testing for email, it’s important to ____.
  A)  remember that A/B testing is only useful for larger organizations and isn’t useful until your company reaches a certain scale
  B)  test only one thing at a time so you can isolate the significant variable
  C)  never conduct an A/B test on more than 50 people, since your hypothesis might be wrong
  D)  test more than one thing to take advantage of the experiment

Does this sample follow best practices for thank you pages? “Thank you. We will send an email to you soon.”
  A)  Yes. It explains that the next step for the lead is that they’ll receive an email
  B)  No. The title of the offer is not in the message
  C)  Yes. The message is concise
  D)  No. It’s not clear when the lead will hear back.

A CTA should always contain:
  A)  An image
  B)  Less than 7 words
  C)  An action verb
  D)  All of the above

Mary is the social media manager. Over the last month, she has used various social media networks to promote a new ebook that her company just published. Her boss wants to know how social media has helped them increase the number of views of the ebook. What should Mary do to prove that her efforts have helped this goal?
  A)  Create a report that measures the number of published social media posts used to promote the ebook
  B)  Create a lead generation report that measures the conversion rate of the ebook
  C)  Create a revenue report that measures the amount of revenue generated by the ebook
  D)  Create a content consumption report that measures how many people viewed the ebook

Your boss wants a report on the success of your blog. What information should you NOT analyze
  A)  Number of views for each post
  B)  Number of clicks on the offer within the post
  C)  Number of keywords per blog post
  D)  Popular articles by topic, promotion or promotion channel

All of the following are reasons that you should link to external sources in your blog posts EXCEPT:
  A)  It gives readers more helpful resources
  B)  It shows that you’ve done your research
  C)  It helps you build connections with outside sites
  D)  It sends people to your competitors for comparison

Inbound marketing represents a fundamental shift in the way that organizations operate because it is marketer-centric
A) True
B) False

When picking a keyword to focus on for a new piece of content, which metric should you prioritize?
  A)  Low search volume and low competition
  B)  High search volume and high competition
  C)  High search volume and low competition
  D)  Low search volume and high competition

As you launch a new website, your boss tells you she wants to get found for the keyword “teamwork”. Which is the best response to her request?
  A)  “Great, that keyword is broad, so it probably gets a high volume of searches, meaning lots of new visitors for us.”
  B)  “I’d recommend choosing a long-tail version. There will be a lot of competition for that keyword and some popular sites may already hold the top ranking spots.”
  C)  “I’d recommend choosing a long-tail version. Long-tail keywords usually have more search volume than broad keywords.”
  D)  “Great. That keyword is broad enough to match the searches of all our buyer personas.”

All of the following elements will help readers easily digest the content of a blog post EXCEPT:
  A)  Images
  B)  Whitespace
  C)  Headers
  D)  Calls-to-action
  E)  Bolding

You were just hired as the social media marketer and want to learn more about your Twitter audience. What can help you do this?
  A)  Analyze your follower count
  B)  Monitor Twitter conversations
  C)  Increase the volume of your tweets
  D)  Schedule our tweets consistently

About Post Author

Mr Arora

Helping business owners and marketing departments deliver record performance, increase in conversions, traffic to website, or both by creating and successfully executing a customized, holistic digital strategy.