Inbound Marketing Training:
Inbound Certification Course: Attract, Engage, and Delight Your Customers
Discover the power of inbound with HubSpot's free Inbound Certification Course. Attract, engage, and delight customers with a human-centered approach that builds trust and provides value. Learn how to create a flywheel that fuels your company's growth through the fundamentals of inbound methodology, including shared goals, buyer personas, and defining the buyer's journey.
Who is this for?
- Inbound professionals looking to implement a more customer-centered strategic approach
- Small business owners seeking to build trust with their target audience
- Marketing and sales teams looking to align behind shared goals and strategies
What you'll learn
- Implement a customer-centered inbound strategy for business growth and trust
- Use the flywheel model to accelerate your company's growth
- Develop a buyer persona of your ideal customer to create great content and increase organic traffic
Includes
Inbound Sales Contact Management Inbound Marketing Inbound Service
HubSpot Certifications
Grow your skillset by completing industry-recognized certifications and adding them to your LinkedIn profile. Get certified today, and join the 200,000+ professionals who've advanced their career with HubSpot Academy.
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Instructors
Jorie Munroe
Hailing from the wintry north of Vermont, Jorie is a data nerd in perpetual search of cheeky banter and caffeine. When not exploring with their husband and aussiedoodle, they're typically trying to keep their houseplants alive (and probably failing) and listening to a podcast about ghosts and ghouls. Sour candy connoisseur and wannabe mead-maker.
Kyle teaches sales and CRM courses at HubSpot Academy. He is best known for his work on the HubSpot Sales Software Certification and the Sales Enablement Certification. He is the father of three children, the lucky husband of an equally lucky woman, and aspires to be the author of one of those paperback novels you see in grocery store check-out lines.
Courtney Sembler
Courtney hails from San Francisco, CA, and moved to Boston, MA to work for HubSpot in 2015. She currently works as the Senior Team Manager for HubSpot Academy Education dedicated to leading the inspiring and passionate Inbound Professors. She was a previous Inbound Professor focused on email marketing, GDPR, and contact management. She is devoted to education, environmental programs, and a true email geek.
Curriculum
Understanding the Fundamentals of Inbound
Lesson - 36 min
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Lesson instructor: Jorie Munroe Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology shifts, inbound guides a company to do business in a human and helpful way.The inbound approach to doing business is more human and customer-centered. Learn about why this shift has happened, how buying behaviors are evolving, and the fundamentals of an inbound business.
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Growing Your Business With a Flywheel Model
Lesson - 19 min
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Lesson instructor: Kyle Jepson It's easy to visualize your business as a funnel because any time you look at a graph representing a conversion process, the chart itself is shaped like a funnel. A flywheel is a machine that stores rotational energy. When you add energy to a flywheel, it starts to spin. If you add more energy to it, it spins faster. And unlike a funnel, where the only way to maintain a constant speed is to keep adding more to it, the flywheel will continue spinning. From a business perspective, the rotation of the flywheel represents the growth of your business. Happy customers provide the energy that fuels that growth. Everything you do should be done with the goal of creating customers who will add positive energy to the flywheel and accelerate your company’s growth.
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Creating a Company Purpose
Lesson - 31 min
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Lesson instructor: Kyle Jepson Why was your company founded? What mission was it created to fulfill? It’s an important thing to know, especially if you want to implement an inbound strategy. Inbound is all about making your company easy to find for the people who need your help. But before you can do that, you need to understand the job your company was founded to do.
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Setting Business Goals
Lesson - 25 min
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Lesson instructor: Jorie Munroe No matter the size of your business, you have the opportunity to align everyone behind a set of shared goals or visions that everyone is working toward. To take that first step, together, down a targeted path that will take you where you need to be, you need shared business goals to create a sense of accountability and a basis for transparency across teams.
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Creating Buyer Personas
Lesson - 24 min
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Lesson instructor: Kyle Jepson If you want your company to grow better, you need a deep understanding of your ideal customer. To get there, we recommend creating a buyer persona. A buyer persona is a semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses. It’s essentially a definition of your ideal buyer presented in a way that sounds like it’s talking about a specific person. This makes it easy for your team to remember your persona and keep them in the front of their minds.
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Developing the Buyer’s Journey for Your Business
Lesson - 19 min
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Lesson instructor: Courtney Sembler The buyer’s journey is the active research process someone goes through leading up to a purchase. It's a fundamental part of an inbound strategy because it’s a framework you can use to understand your buyer’s needs and provide the information they need to reach their goals.
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Inbound Certification Next Steps
Lesson - 10 min
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Course transcript
Inbound Certification Course: Introduction Video [Transcript]
Hi there, welcome to the Inbound Certification Course. Want to know what to expect? This course will introduce you to Inbound and provide you with the big picture view of everything you need for a successful Inbound strategy. So why Inbound? Inbound is about growing better. It's a business philosophy based around helping people. The Inbound approach means doing business in a human way and creating meaningful relationships with strangers, prospects or customers. It's a better way to market, a better way to sell and a better way to help your customers. Inbound is as much a mentality as it is a business strategy.
Wondering what to expect in this course? After an initial lesson on an Introduction to Inbound and the Inbound Methodology, the course consists of a set of lessons walking through the fundamentals of an Inbound business. Each lesson includes different tactics that you can apply to help you and your business grow better. You'll also hear from HubSpot executives and leadership including HubSpot's co-founders Brian Halligan and Dharmesh Shah. There are other optional learning assets like quizzes for knowledge checks and the workbook to help you apply what you just learned.
The only requirement for getting certified is to take the exam at the end. The exam is comprised of questions that will assess your knowledge on all of the lessons in this curriculum. So, once you've finished going through the lessons, study up and then take the test. Upon passing that exam, you'll be officially Inbound certified. The certificate and badge you're provided with will help you demonstrate to others your knowledge of the best practices of Inbound. Before getting started, we want to recommend that you invite your colleagues, your team members or classmates or even friends to take part in this learning experience with you. Not only for some moral support but people who learn together, grow together.
Now, go on, get watching that Introduction to Inbound lesson and from all of us here at HubSpot Academy, we wish you all the best. Happy learning.
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