HubSpot Marketing Hub Implementation Exam Answers 2022 [Updated]

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HubSpot Marketing Hub Implementation Certification Exam Answers

Update: Last updated Answers for 2022

HubSpot Marketing Hub Implementation

 

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Which of the following is NOT a reason that marketing or MarTech implementations often fail?

  • Ineffective or absent marketing automation strategies
  • Limited resources to deploy the new software
  • A breakdown in sales-marketing alignment
  • Overemphasis on reporting and measurement

Scenario: Your champion at a client’s firm is pushing back against changing their marketing automation strategy, even though your research and discovery clearly show their approach isn’t effective. Instead of being receptive to your ideas, the idea of changing too many processes makes them uncomfortable, especially since they personally built many of the old processes. What should you do?

  • Suggest that you part ways amicably. A client who doesn’t listen to your suggestions or allow you to do your job won’t be happy, no matter how much you try to help. If they don’t acknowledge that they have a problem, you can’t do anything to help them.
  • Be patient and tie your recommendations back to your client’s goals for the implementation. Change is difficult to handle, and pushback is a natural part of the process. Understand why the client is reluctant to change a particular process, and explain why you believe change would improve their experience.
  • Drop the suggestion and move on. You’re better off focusing on ideas the client is already excited about. Even if you find a significant opportunity for improvement, remember that your goal is to focus on nurturing your business relationship with the client. By keeping them comfortable, you’re guaranteeing that they’ll enjoy working with you.
  • Be patient and drop any idea that makes the champion uncomfortable. Undoing any of the previous work would make your champion look bad in front of their managers, and your priority is to build the business relationship. Focus on easier fixes that don’t fundamentally alter any of the systems your champion worked hard to create, even if they’re ineffective.

Which of the following is a project management benefit of building a Marketing Hub implementation plan?

  • Mitigating risks and planning for roadblocks ahead of time
  • Getting all project stakeholders aligned right from the beginning
  • Keeping all project stakeholders up-to-date, involved, and in communication with one another
  • Keeping the project on schedule and steering clear of common pitfalls that drive up costs, including integrations with their other systems
  • All of the above

True or false? Your team should insist on having all major stakeholders join planning meetings and consider having the CMO, IT, Sales managers, and other internal departments involved in the first few calls. Securing this buy-in up front will set the whole organization up for success.

  • True
  • False

How often should you be having onboarding calls with your clients to check on their progress?https://theknowledgetime.com/how-often-should-you-be-having-onboarding-calls/

  • As often as specified by your service agreement with them
  • As often as deemed necessary, as specified by them
  • Once a week
  • Once a month

If a client is asking you who they should invite to the first implementation consulting call, what is the best option below?

  • Front line HubSpot users
  • Marketing leadership
  • The decision maker(s)
  • IT resources
  • All of the above

When migrating off of another system, what are some key pieces of information you should be aware of when having the migration discussion with the client?

  • Their budget for working with a third party
  • The data points they are looking to import into HubSpot
  • How tech-savvy and independent the client may be
  • The completion status of their implementation project plan
  • B and C are both correct

True or False? HubSpot Support can answer any questions about any software that integrates with HubSpot.

  • True. HubSpot Support reps are experts in the entire App Ecosystem.
  • True. HubSpot Support will also connect apps on behalf of Solutions Partners.
  • False. HubSpot Support specializes specifically in the HubSpot CRM platform.
  • False. HubSpot Support is only available to channel customers—not Solutions Partners.

Which of the following questions should you ask if a client has a pre-existing CRM and wants to connect their system with HubSpot?

  • How large is their CRM database?
  • Is it a native CRM that integrates with HubSpot or is it a custom CRM that will require a custom built integration?
  • How many developers do they have to work on this?
  • Why aren’t they making the switch to HubSpot CRM?
  • All of the above

What are some helpful things to understand about your client before recommending how they should import their data into HubSpot?

  • How many records they have in their current CRM
  • What types of objects they use in their current CRM
  • How many team members they have
  • Their timeline and resources available for the migration
  • All of the above

Before reviewing migration options with a client, what questions should you ask if they have a pre-existing CRM system?

  • Does their current system support the equivalent of HubSpot companies/ contacts/ deals/ engagements?
  • Are they actively using all records types or objects?
  • Do they plan to do a full database migration or just a subset of data?
  • Do they keep track of contacts in a spreadsheet, despite having a CRM?
  • All of the above

True or false? After the initial project planning conversations have given you a chance to conduct a full discovery and understand all project objectives, you should prepare and submit a formal project plan to your stakeholders.

  • True
  • False

True or false? The definition of success for a project should include relevant metrics, and each definition of success should be specific, measurable, attainable, relevant, and timely.

  • True
  • False

True or false? Each Marketing Hub implementation project should have ambitious goals. At the beginning of the process, work with the client’s team to set high thresholds for campaign KPIs, email deliverability benchmarks, landing page conversion rates, and so on.

  • True
  • False

Which of the following should you set up with your client after their Marketing Hub migration is complete?

  • Additional assessment conversations with your supervisory committee
  • Regular cadence of meetings to check on progress
  • A tight feedback loop with the client’s end users
  • A ticketing system for ongoing client support
  • All of the above

True or false? Partners should assign three responsible individuals to each deadline-based task, to ensure that the project runs smoothly.

  • True
  • False

Which of the following questions does NOT fit in your final conversation with the client?

  • Did you meet your client’s standard for success, based upon the goals set at the outset and refined throughout?
  • How comfortable is the client with where your firm is in the implementation timeline?
  • What would your client’s team like more information or training on?
  • Who will be the client’s champion?

Which of the following roles should be included on your firm’s Marketing Hub implementation team? Choose all that apply.

  • Front-line users at your client’s organization
  • Project manager
  • Operations lead
  • IT or technology specialist
  • Product marketing manager

Which of the following action items should be included in a Marketing Hub implementation’s planning stage?

  • Scope
  • Running log of tasks
  • Time estimates
  • Your firm’s renewal fees
  • Priority ranking

Which of the following action items should be included in a Marketing Hub implementation’s development stage? Choose all that apply.

  • Communication plan
  • Cancellation plan
  • Downgrade timeline
  • Implementation timeline

True or false? The project manager should work in partnership with marketing managers, salespeople, and other stakeholders to determine which metrics to regularly evaluate.

  • True
  • False

True or false? You should set up different lists for different types of emails for your client, so customers and prospects can sign up for only the emails that are relevant to them.

  • True
  • False

Which of the following is NOT an example of a lead magnet?

  • Ebook
  • Whitepaper
  • Topic cluster
  • Webinar

Which of the following are ways you could help your client segment their email lists?

  • Geographical location
  • Lifecycle stage
  • Industry
  • Language
  • All of the above

Which of the following is NOT an example of advertising automation?

  • Social ad retargeting
  • Behavioral retargeting
  • Remarketing
  • Property value duplication workflows

When working with B2B clients who may be interested in pursuing ABM, you’ll have to adjust your approach to focus on the following:

  • Account or company-level metrics
  • Scoring for companies and deals, not just leads
  • Making sure sales reps have access to all information about an account’s marketing activities
  • All of the above

True or false? It is difficult to know what type of prospects or accounts make up a client’s email list until they’ve tested the variables via A/B testing.

  • True
  • False

Which of the following is a typical email marketing KPI? Select all that apply.

  • Deliverability rate
  • Open rate
  • Close rate
  • Clickthrough rate

Which of the following is NOT one of the marketing attribution models available within HubSpot?

  • Middle-out attribution model
  • First-touch attribution model
  • U-shaped attribution model
  • W-shaped attribution model

True or false? Educating your prospects on the differences between systems will help boost the value of both your service and of Marketing Hub.

  • True
  • False

True or false? HubSpot estimates the implementation process could take anywhere from 90 days to a whole year, depending on the size of the Marketing Hub implementation and number of affected users.

  • True
  • False

Which of the following is a potential business challenge encountered by marketing leaders?

  • They need to transition to using Excel exclusively, as no other tool can help them report effectively
  • They need to stay organized by clearly partitioning each team’s assets to reduce confusion, boost security, and easily manage permissions
  • They need to slow down marketing collateral development, and use that time to hire more salespeople
  • None of the above

Scenario: Your client is in multiple markets and needs to have variations of their landing pages in different languages. Their goal is to find a solution that is best for SEO, as they want to rank highly across these markets. What do you recommend?

  • Create smart content for all your landing pages based off country. This will be an easy way to rank highly, while as a bonus, you can create rules for when your clients interact with those pages. Smart content is more important than following SEO best practices.
  • Create language-specific subdirectories and translated version of your pages. Share the advantages and drawbacks of this approach with the client.
  • Turn on multiple languages in HubSpot and HubSpot will magically translate your pages while promoting SEO
  • None of the above

Which of the following is NOT a quality assurance benefit of building a Marketing Hub implementation plan?

  • Once every month, audit project progress to ensure both quality and alignment with goals isn’t compromised.
  • Once per quarter, evaluate whether available resources are being used efficiently.
  • Ensure all functionality (including integrations with CRMs, billing, or other client systems) have undergone basic setup, but leave the heavy lifting for your client.
  • You can increase your client’s monetary investment in the implementation.
  • None of the options above are quality assurance benefits of building a Marketing Hub implementation plan.

Scenario: One of your clients was initially excited about the prospect of migrating to HubSpot from their previous MarTech stack, but is having second thoughts. You were planning on chatting with them about setting goals for their overall marketing strategy, but you notice they seem to be preoccupied with technical concerns centering around the migration. What should you do?

  • Insist that you discuss reporting, and put their technical concerns to the side. You have to guide them in the right direction, even if they’re more concerned about something else
  • Listen to their concerns and take notes. Create a plan for addressing their technical concerns for the migration, since reporting won’t matter unless the migration is a success
  • Drop the client, as they’re clearly not thinking from a long term perspective
  • None of the above

What inputs should you consider when determining the objectives the client needs to complete during onboarding?

  • Company Size, Industry, Tech Stack, Products
  • Industry, Tech Stack, Goals, Products
  • Company Size, Products, Tech Stack, Goals
  • Goals, Products, Tech Stack, Industry

True or False? A Marketing Enterprise client can create as many subdomains or top-level domains as they’d like as long as those subdomains and top-level domains are tied to 1 brand domain.

  • True
  • False

True or false? Solutions Partners should use third-party SEO tools like Moz Pro and Ahrefs to evaluate search volume for subtopic prioritization.

  • True
  • False

True or false? The marketing operation lead’s job is to make sure all the stakeholders are working as a team and driving the project forward. They call the plays that are executed by the technology specialist, marketing operations lead, and other roles.

  • True
  • False

True or false? HubSpot’s guide to GDPR or CAN-SPAM shouldn’t be mistaken for legal advice. Always consult a legal advisor or authoritative site, such as FTC’s website, to make sure you’re operating within the law.

  • True
  • False

What are the main components of a topic cluster?

  • A pillar page
  • Subtopics
  • Internal hyperlinks
  • All of the above

Which of the following best describes the experience of working with an Enterprise client (as opposed to what you would experience with Professional clients)?

  • Enterprise clients typically have larger teams.
  • Enterprise clients are not as technically savvy.
  • Enterprise clients usually have larger, more complex tech stacks.
  • Enterprise clients are sometimes slower to get up-and-running with the tools.
  • All of the above

Scenario: During your first call, you review your clients goals in their account. They are interested in changing the goals that were originally set during the sales process. Should you allow them to switch out the goal projects?

  • Yes, they can add in as many goals as they would like.
  • Yes, work to identify 3-5 concrete goals they wish to tackle, depending on the type of service you’re providing.
  • No, these goals are set in stone, and any changes indicate that your client has commitment issues.
  • Yes, goals should not be set during the sales process to begin with.

True or false? Partners should assign three responsible individuals to each deadline-based task, to ensure that the project runs smoothly

  • True
  • False

Which of the following tasks should you review in preparation for your first call with a client? Select all that apply.

  • Review their “General Setup Tasks” project to see if progress has been made.
  • Confirm that there are only 2-3 “Goal” projects listed.
  • Review their social media profiles.
  • Review their current website.
  • Confirm their renewal terms with HubSpot.

Which of the following best describe the experience of working with Enterprise client (as opposed to what you would experience with Professional clients)?

  • Enterprise clients typically have larger teams
  • Enterprise clients are not as technically savvy
  • Enterprise clients usually have larger, more complex tech stacks
  • Enterprise clients are sometimes slower to get up and running with the tools
  • All of the above

When mapping data from a custom object from Salesforce to HubSpot, which of the following are considered viable options for a data migration? Check all that apply.

  • You cannot map custom object data to HubSpot at all
  • Define a custom property group on a standard object, and store the custom object data there
  • Let your manager know that the account is fraudulent and should be churned immediately
  • Use one of HubSpot’s standard objects to store the data, if it’s a similar use case (ex. Deals and a custom “Orders” object)

Which of the following roles typically fall into the “responsible stakeholder” matrix category? Select all that apply.

  • IT leaders
  • Account managers
  • CEO
  • Support engineers

What is the purpose of designating informed stakeholders in the responsibility matrix? Select all that apply.

  • Make sure that end users of your system don’t ignore important legal standards, such as GDPR, particularly when the system is storing lead/prospect/customer data
  • Weigh in on points of disagreement
  • Informing your clients’ legal counsel about key aspects of the project will allow you to steer clear of roadblocks
  • They have no role in the responsibility matrix

Scenario: You and the client are reviewing their goals together in their portal on the first call. They are interested in changing the goals that were originally set during the sales process. Should you allow them to switch out the “Goal” projects?

  • Yes, they add in as many goals as they would like.
  • Yes, work to identify 3-5 concrete goals they wish to tackle, depending on the type of service you’re providing
  • No, these goals are set in stone, and any changes indicate that your client has commitment issues.
  • Yes, goals should not be set during the sales process to begin with.

Which of the following steps would help Sales and Marketing leaders deepen communication between their organizations? Select all that apply.

  • Auditing existing buyer personas to make sure that both organizations agree on definitions and attributes
  • Documenting content gaps along the buyer’s journey for individual leads or accounts, and how marketing could better support sales efforts and qualification
  • Creating a “Closed Lost, Unsure” nurturing strategy to help reinvigorate uncertain deals in partnership with targeted marketing efforts
  • Setting a downgrade quota to prevent target accounts from growing too quickly

Choose all that apply. There are inherent flaws in using the funnel as a methodology, including the:

  • Points of friction between stages of the buyer’s journey
  • A buyer’s cyclical journey
  • Customers’ representation as the output
  • Order of touch points a customer experiences from marketing, to sales, to service

 

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