Marketing Software Answers

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Marketing Software Certification Answers, this certification demonstrates your proficiency in the theory and practice of inbound. It tests your knowledge of inbound best practices and your ability to apply those practices using to achieve measurable results.

There are 75 questions.
The exam takes about 1 hour to complete.
You must answer 57 questions correctly to pass.
You must wait 12 hours between attempts.
You have 3 hours to complete the exam.

Some questions:

True Or False? Google’s Goal Is To Provide Users With The Most Relevant, Credible Content That Exists On The Web Based On Their Search Query.

True

False

True Or False? You Cannot Add A Featured Image To A Blog Post.

True

False

Which of these is NOT one of the ways search has changed in the last 5 years?

The rising popularity of voice search

More conversational search

Less emphasis on exact match keywords

Fewer Google algorithm changes

What is the final step you should take before publishing a page?

Preview the page

Add a canonical URL

Make sure you only have one H1 header

Schedule the page to publish at a later date and time

Share it on social media

True Or False? In A Topic Cluster, Subtopics Are Usually Covered In Blog Posts.

True

False

What can you add to a blog post to determine what content will show up on the short form version of that post on your blog’s homepage?

Read more separator

Call to action

Personalization token

Paragraph break

Where can you view data about an individual blog post’s performance in ?

In the Performance tab of that blog post

On your Marketing dashboard

In a contacts attribution report

In the Optimize tab of the blog post editor

===

What is a pop-up form?

A dynamic form that acts as CTA, landing page, and thank you page, all-in-one

A bot programmed to chat with prospects conversationally

A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer

An ungated piece of content

How can a pop-up form supplement a visitor’s experience?

By interrupting a visitor browsing irrelevant content

By providing additional content or value

By redirecting users to an interesting offer or asset

By collecting information that can help you immediately personalize a visitor’s experience

Pop-up forms are best suited to which stage of the buyer’s journey?

Awareness

Consideration

Decision

All stages of the buyer’s journey

True or false? Pop-up forms are outbound.

True

False

What’s the difference between a form and a pop-up form?

Experience — forms are inbound. Pop-up forms are outbound.

Location — forms only exist on landing pages. Pop-up forms only exist on pillar pages.

Forms can be used in the awareness, consideration, and decision stages of the buyer’s journey. Pop-up forms are only used in the decision stage of the buyer’s journey.

Experience — pop-up forms are a CTA, landing page, and thank you page all in one. Forms are part of a larger conversion path.

Choose all that apply: Blogging helps your inbound marketing by _____.

It helps you attract new visitors

It helps you convert visitors into leads

It helps you report on your marketing funnel

It helps you personalize your website

What is the primary purpose of a topic cluster content strategy?

To create more engaging blog content for your audience

To generate more leads from your blog

To attract more visitors to your website through your blog

To rearrange your site architecture into clusters of related content

===

Which of the following is NOT a feature available to you in draft mode?

Adding a call-to-action

Italicizing text

Inserting an H2 or H3 header

Calling out a quoted sentence

True or false? The Marketing Hub uses shared contact information with the Sales Hub and Service Hub via the CRM contacts database.

True

False

Which of the following metrics are marketing teams NOT likely to report on?

Monthly website traffic

Rate of visitors converted to contacts

Rate of contacts qualified to be handed over to sales

Individual sales users’ monthly quota

True or false? The more completely you use the Marketing Hub, the better the individual tools can help you.

True

False

Keeping your database healthy and up to date should always be a priority so that you can create powerful and ___________.

contextual conversationsCMS

content conversations

contextual pillar pages

outbound conversations

True or false? When importing contacts, automatically searches for matches with your spreadsheet columns and pairs your existing properties, such as first name and last name.

True

False

True or false? Buyer personas are non-fictional case study examples of your most successful customer.

True

False

True or false? When creating buyer personas, consider creating a different persona based on job function. Grouping buyer personas together by the goal or challenge they’re trying to overcome won’t be detailed enough to know who you’re talking to.

True

False

Fill in the blank: When linking your topic cluster together, it’s critical that you __________.

link all subtopics to the pillar page

only link the top 20 performing subtopics to the pillar page

link the pillar page to all relevant subtopics

A and C

B and C

True or false? The higher your DA (Domain Authority), the easier it should be for your topic clusters to rank.

True

False

True or false? Only reference the core topic on your pillar page. Using synonyms of your core topic will confuse search engines on how to best rank this page.

True

False

Which type of pillar page is in the form of an ungated guide or ebook?

Resource pillar page

Guide-type pillar page

Information-based pillar page

10x content pillar page

All of the following are examples of SMART goals EXCEPT:

Have 30% of your marketing leads attend an upcoming webinar.

Have thought leaders contribute to an upcoming ebook.

Increase sales qualified leads by 20% by the end of the year.

Generate 10 customers within the first week of an upcoming product launch.

True or false? Every time you publish a blog post, you’re creating a new, unique page for your website.

True

False

Fill in the blank: For distraction-free editing, click ___________.

Zen Mode

Text-Only Mode

Draft Mode

Inline Edit Mode

Fill in the blank: To preview your post, click __________.

a – Zen mode

b – The read more separator

c – The eye icon

d – There is no preview mode

True or false? Big companies require complex page templates.

True

False

True or false? Logos are always global content and can’t be swapped out on individual pages.

True

False

How does a landing page typically gather information about site visitors?

Using a meetings link

Using a CTA

Using an email

Using a form

True or false? Pillar pages make landing pages obsolete.

True

False

What are the key components of a landing page?

Copy, form, content offer

Headline, chatbot, form, video

Headline, copy, form, image

Copy, form, video, content

What is a call-to-action button?

A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer

A pop-up form

A snippet of text that Google serves on a search engine results page (SERP)

Anybody your company communicates with in the course of doing business

Why should your call-to-action contain action-oriented language?

Because Jorie said so.

A call-to-action should inspire your visitors to take an action.

You don’t want a visitor to have to think too hard about what they can expect when clicking a button.

B and C

You should base the design of your CTA on the following:

Your buyer persona’s preferences

Your brand

Accessibility

A, B, and C

Why should you limit the number of form fields you use on your form?

Trick question! You should ask for all of a contact’s information up front so you can personalize every conversation moving forward.

The information you ask for should be a fair exchange for the content you’re offering.

Nobody has time to fill out a long form.

Short forms show that you don’t really want to learn more about a prospect.

Your form submission rate tracks:

The total number of views for all the pages your form appears on that also have your tracking code on them

The total number of submissions divided by the total number of views for the form

The total number of times the form has been submitted across all your pages

The total number of times your form appears across all your pages

What is a lead flow?

A pop-up form

A bot programmed to chat with prospects conversationally

A clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer

An ungated piece of content

How can a lead flow supplement a visitor’s experience?

By interrupting a visitor browsing irrelevant content

By providing additional content or value

By redirecting users to an interesting offer or asset

By collecting information that can help you immediately personalize a visitor’s experience

Lead flows are best suited to which stage of the buyer’s journey?

Awareness

Consideration

Decision

All stages of the buyer’s journey

You can filter your social inbox in a variety of ways. Which one is NOT one of them?

By the accounts you want to see engagements from

By going to Twitter to see the lists you’ve created in

By conversations, so you can respond to audience comments

By interactions or click-like engagements with content that has been published in

What is a Twitter stream?

A contact list of followers you acquired from Twitter

A data list of keywords to monitor that appears after uploading a list of your Twitter contacts

A display of tweets that you developed in the social inbox to promote a specific campaign

A display of tweets that match pre-defined, saved searches on specific criteria

What are the three types of segments you can create in ?

Saved filters, active lists, active filters

Static filters, active lists, active filters

Static filters, static lists, opted-out filters

Saved filters, active lists, static lists

True or false? Common uses for active lists include sending unique marketing emails based on each contact’s behavior and properties.

True

False

The analyze tab for your marketing emails is most commonly used to __________.

report on your individual marketing emails

review emails before sending them out

optimize your marketing emails

analyze your email marketing channel as a whole

True or false? Your email channel works with your other conversational channels to help create conversations and experiences with the people you’re connecting with.

True

False

True or false? Marketing automation is ONLY used to automate your marketing actions.

True

False

_________ workflows will operate once a contact meets the enrollment triggers of that workflow.

Start from scratch

Center on a date

Center on a date property

Center on a sales date property

True or false? A session expires after 30 minutes of activity.

True

False

How does calculate the source of a visitor to your site?

Using the initial URL a visitor uses when first landing on your site

Using the final URL a visitor uses when leaving your site

Using their social media profiles to contextualize their favorite platforms

Using Google Analytics

What is the reporting library?

A resource that offers dozens of canned reports built around marketing best practices

A reporting add-on feature you can buy for an additional $300 a month

Dozens of canned reports that help you dig a little deeper into your data — only currently available to Admins

The section of your public library where developers sit when creating the reporting tools

When determining buyer personas, which type of information is most important to capture?

Psychographic information

Demographic information

Both are equal

Neither. Your buyer personas are actual customers you’ve worked with.

Which of the following are campaign metrics that can be tracked in ?

Influenced contacts

Closed deals

New contacts (first touch)

A, B, and C

Which sentence best describes the relationship between templates and pages?

Templates and pages are the same thing.

To create a page, a marketer must first build a new template using the design manager.

Pages and templates are unrelated.

Pages are created from templates, which can be built in the design manager or downloaded from the marketplace.

Which statement about selecting marketplace templates is most accurate?

Any template in the marketplace will be a great fit for your content.

A web developer is recommended for best results.

Learning to select the best templates for your needs can help your organization build great pages faster.

The most important consideration when selecting templates is brand alignment.

You can create a call-to-action to align with which stage of the buyer’s journey?

Awareness

Consideration

Decision

A, B, and C

True or false? Forms are dead.

True

False

True or false? All scheduled social posts can be attached to an existing campaign, or you can create a new campaign with your post.

True

False

The definition of __________ is the software that exists with the goal of automating your marketing actions.

Sales automation

Marketing automation

Sequence automation

Productivity automation

There are three types of workflows you can create in . What are they?

Start from scratch, Center on a sales date, and Center on a date property

Start from scratch, Center on a marketing date, and Center on a date property

Start from scratch, Center on a date, and Center on a date property

Start from a contact property, Center on a date, and Center on a date property

Fill in the blank: To get started with adding a buyer persona in , look for the __________ on your dashboard.

Smart List report

Sources report

Conversations report

Top Personas report

True or false? You can collaborate with your team when drafting a blog post in edit mode.

True

False

Where should you consider inserting calls-to-action throughout your blog post?

Text-based call-to-action at the top

Image-based call-to-action at the top

At least one call-to-action per three paragraphs of text

A and B

A, B, and C

True or false? A list and a report in accomplish the same actions and goals.

True

False

Marketing Hub users will frequently use which of the following menus in ?

Marketing

Reports

Contacts

Automation

All of the above

Which of the following options reflects the correct sequence for establishing goals with your team?

Specify Tactics -> Define Business Goals -> Identify Indicators of Success (KPIs)

Identify Indicators of Success (KPIs) -> Define Business Goals -> Specify Tactics

Define Business Goals -> Specify Tactics -> Identify Indicators of Success (KPIs)

Identify Indicators of Success (KPIs) -> Specify Tactics -> Define Business Goals

Define Business Goals -> Identify Indicators of Success (KPIs) -> Specify Tactics

What is the definition of contact management?

A strategy that focuses on using only a marketing software to easily store and source a contact’s information, including their name, contact history, email information, and more

A strategy that focuses on using a software program to easily store and source a contact’s information, including their name, contact history, email information, and more

A strategy that focuses on using a software program to easily store and source company information specific to making a deal in CRM

A strategy that focuses on dividing marketing and sales to separate contact information and store it separately in a software platform.

________ software is the foundation for storing all the information you have on the humans you’re connecting and building trust with.

CMS

CMC

CRM

CMR

Which parts of your organization can benefit from buyer personas?

Marketing team

Sales team

Services team

A and B

A, B, and C

Most organizations target how many buyer personas?

1–2

3–5

6–10

At least 10

All of the following are components of a topic cluster EXCEPT:

Core topics, which will take the shape of your pillar page

Subtopics, such as blog posts or videos

Distribution channels, such as YouTube or Twitter

Internal hyperlinks

All of the following are examples of on-page SEO best practices to consider when optimizing your pillar page EXCEPT:

The core topic is featured in the URL

The core topic is featured in the H1

The core topic is featured in a video at the top of the page

The core topic is featured in the image alt text

All of the following are ways you can report on a campaign EXCEPT:

In the campaign itself

In campaign analytics, under the reporting tool

Both of the above

None of the above: Campaign reporting is a default option in the marketing dashboard

All of the following are examples of how you can export campaign data EXCEPT:

XLSX

XLS

PDF

CSV

All of the following are tools you can connect to a campaign EXCEPT:

Blog

Form

Content strategy

True or false? You have up to one week to edit the name of a campaign.

True

False

What type of file can you import in draft mode instead of starting a blog post from scratch?

Word doc

Google doc

Evernote file

PDF

Which of the following tasks can be performed in settings?

Managing navigation

Setting a logo

Choosing system pages

Setting a favicon

All of the above

Which sentence best describes collaboration in the CMS?

The CMS should only be used by one person at a time.

Delegation and organization are integral to managing web assets in the CMS.

The CMS automates collaboration so you don’t have to worry about it.

Marketers should defer to developers when it comes to CMS decisions.

What are the elements of a traditional conversion path?

Chatbot, live chat, messaging app

Landing page, form, chatbot

Landing page, form, CTA, thank you page

Thank you page, messaging app, CTA, landing page

When should you ungate content?

Contextually — ungate content when it makes the most sense for your business.

Always — forms are dead.

Never — pillar pages are a fad.

To gate or ungate is an illusion.

Why is it considered a best practice to include an image or video on a landing page?

Images give visitors a tangible idea of what they’ll receive.

Images make landing pages much more visually dynamic.

Images can tell complex stories faster than words can.

A, B, and C

What are/is the area(s) you need to consider when building a call-to-action?

Visuals

Copy

Location

A, B, and C

A call-to-action button is also known as a:

ATC

CTA

CAT

TAC

True or false? You can use your CTAs in externally hosted content.

True

False

True or false? You should always disable cookie tracking on forms, unless you have a specific use case in mind.

True

False

What is a form submission notification?

A notification that your form has successfully published to your site

The code you use to embed your form externally

A notification that is emailed to a set list of recipients when a visitor submits a form

The tracking code installed to track and store your form submission data in your CRM

Where is information collected by your form submissions stored in ?

Buyer personas

Your reports home

Deal records

Contact records

What is the advantage of using a form?

Forms help you gauge how interesting a piece of content is to your target audience.

Forms can help you disqualify leads.

With forms collecting information for you, you no longer need to talk to sales.

Form submissions can be used to boost the vanity metrics of your site.

What’s the difference between a form and a lead flow?

Experience — forms are inbound. Lead flows are outbound.

Location — forms only exist on landing pages. Lead flows only exist on pillar pages.

Forms can be used in the awareness, consideration, and decision stages of the buyer’s journey. Lead flows are only used in the decision stage of the buyer’s journey.

Experience — lead flows are a CTA, landing page, and thank you page all in one. Forms are part of a larger conversion path.

What are the two most important things to keep in mind when developing a social media strategy? Choose two:

Using a free tool to develop great content

Knowing your buyer persona

Mapping your business goals to social objectives

Adding social media links to your website header and footer

Connecting your social media accounts in email

What is the definition of segmentation?

Creating filters for your contacts based on similarities

Creating a segment based on buyer personas

Breaking up your contacts into smaller groups of similar people

Creating a static list based on an imported list of contacts

What are three examples of segments that every business should ideally have?

Subscribers, leads, customers

Leads, prospects, opted-out customers

Subscribers, customers, users

Unsubscribers, users, customers

Quickly viewing a segment of your database right from the contacts, companies, deals, or tickets dashboard is an example of which type of segment?

Active list

Saved filter

Static list

Saved list

True or false? You can test your marketing emails in different email clients from within the email editor.

True

False

When drafting an email, why would you enable a web version of your email?

Enabling a web version of your email gives recipients the option to open the email in a web browser if their email client doesn’t render it correctly.

Enabling a web version of your email helps you create SEO with your email copy.

Some email clients require a web version to render marketing emails.

You should not enable a web version of your email. This is not a best practice.

True or false? You can set a workflow goal on the main workflows dashboard.

True

False

When should you report on your marketing campaign performance?

Before a campaign

After a campaign

Throughout a campaign

Never

What is key to the success of your reporting?

Setting the right goals

Identifying the correct success metrics

Having the correct analytics in place

A, B, and C

What is a session?

A session tracks if the tracking code has loaded on a page.

A session tracks all the interactions a visitor is having across your site until they have been inactive for 30 minutes or more.

A session is anytime a visitor reaches your site from somewhere outside of your website domain.

A session is anytime a visitor shares one of your pages on social media.

True or false? Choosing to not use the Marketing Hub blog tool to host your blog will make your Marketing Hub campaign reporting less comprehensive.

True

False

Which is NOT an example of demographic information that can help bring value to your buyer persona research?

Age range

Geographical location

Shoe size

Income range

Fill in the blank: Strive to choose a core topic with a monthly search volume that’s at least __________.

300

800

1,500

True or false? All assets should be built before creating a campaign.

True

False

Which of the following is a feature available to you in draft mode?

Adding a call-to-action

Italicizing text

Inserting an H2 or H3 header

Calling out a quoted sentence

True or false? When creating a new page in the CMS, it’s important to choose your title carefully since it will automatically become the HTML title of the published web page.

True

False

What is a landing page?

A single page that covers all aspects of the topic, with room for more in-depth reporting

A pop-up form

The page typically encountered first on a website that usually contains links to the other pages of the site

Website pages that are designed to convert visitors into leads

In the email dashboard, there are two types of tabs that give you more insight into how your emails are performing. What are they?

Manage and Report

Manage and Analyze

Post-Send Details and Report

Analyze and Report

What are the three ways you can add recipients to your marketing emails?

Add a list of contacts, add individual contacts, or save the email as a sales email.

Add a list of contacts, add individual contacts, or save the email as a services email.

Add a list of contacts, add individual contacts, or save the email for automation.

Add individual contacts, save the email for automation, or save the email as a transactional email.

What were the original stages of the inbound marketing methodology?

Get Found, Close, Analyze

Get Found, Convert, Analyze

Convert, Close, Delight

Convert, Delight, Analyze

Which of the following should you do before setting new KPI goals?

Identify current performance for your KPIs.

Create a project plan to meet your goals.

Identify your areas of opportunity.

All of the above

True or false? You can import contacts into that are opted-out of communication.

True

False

True or false? Lead flows are outbound.

True

False

A(n) _______ list can help you gain an understanding of contacts who met a certain criteria on a particular date. Then you can look back at that list later and see contacts who may no longer meet the criteria.

static

active

filtered

Moving

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