HubSpot Inbound Certification Exam Answers

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Sample: HubSpot Inbound Certification Exam Answers 2022

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.

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

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.

Which place is recommended for the storage of your prospect’s information?

A knowledge base
A notepad
A CRM system
An email provider

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

True
False

Which of the following is the best way to align a company’s employees around 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

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

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 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.

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

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

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

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

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

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’re 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.

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).

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.

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.

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.

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.

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

What are the stages in the inbound methodology?

Get Found, Convert, Analyze
Attract, Engage, Close
Attract, Engage, Delight
Attract, Convert, Close, Delight

Which departments should be involved in creating content?

All departments
Just marketing
Just marketing and sales
All customer-facing departments

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.

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.

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 does CRM stand for?

Custom Rendering for Mobile
Custom Relationship Modules
Customer Relationship Management
Customer Rotation Model

The inbound methodology is a circle. What does it represent?

funnel
obelisk
flywheel
cyclone

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

sharing your brand
expressing your opinions
sharing your knowledge
building a brand

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

True
False

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

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: You can attract people by using _________ to create content and experiences.

a contact database
external thought leaders
your expertise
sales reps’ knowledge

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

think
research
purchase
experiment

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.

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.

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

Personalize for impact.
Energize for consistency.
Synergize for gratuity.
Empathize for perspective.

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

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

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 engage stage what do you collect from an individual?

goals
first name
information
email address

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 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.

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

61%
46%
51%
34%

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 consumers have discontinued communications with a company because of irrelevant promotions or messages.

94%
74%
77%
85%

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.

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.

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.

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.

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

True
False

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

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.