HubSpot Academy Inbound Marketing Certification Course
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HubSpot Academy Inbound Marketing Certification Course

Learn how to attract website traffic and convert them into leads with inbound marketing. By HubSpot Academy
4.5 (2,460 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
29,406 students enrolled
Price: Free
  • 4.5 hours on-demand video
  • 24 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
What Will I Learn?
  • You'll learn how SEO, blogging, landing pages, lead nurturing, conversion analysis and reporting come together to form a modern inbound marketing strategy.
View Curriculum
  • All you need is a basic understanding of business (leads, customers, etc) and an internet connection.

So what is inbound marketing all about?

Well, inbound is a fundamental shift in the way we do business. Instead of that old, interruption-based message where the marketer or salesperson had all the control, Inbound is about EMPOWERING potential customers.

Instead of interrupting people with television ads, they might create videos that potential customers want to see. Instead of buying display ads in print publications, they could create a business blog that people would look forward to reading. And instead of cold calling, they create useful content so that prospects can contact them when they want more information.

Inbound Marketing is marketing focused on getting found by customers. It’s customer-focused. It’s helpful. Wouldn’t you prefer to deal with a business that is focused on your needs instead of their own?

You’ve probably come across some of your favorite brands actively practicing inbound marketing. It’s that problem-solving blog post that shows up near the top of the search engine. It’s the new solution that was discovered on LinkedIn or the product review that was found on Facebook.

Inbound is about being a part of the conversation.

Being a part of that conversation means sharing helpful, relevant content with the world. It’s about drawing people in -- that’s why it’s called Inbound, after all.

And most of all, it’s about creating marketing that people love.

In today’s world, buyers have all the power. Think about the process you went through the last time you made a purchase. Did you call up a salesperson, asking to buy? Or did you hop online and do some research? I’d be willing to bet you did the latter.

It’s time for you to support that buying process. It’s time for you to join in and empower your potential customers to make the right decisions for themselves. So how do you actually do inbound? Well, the best way to start is by understanding the Inbound Methodology.

Here are some statistics to think about:

    • Inbound Leads cost on average 60% less than 'outbound' leads (Search Engine Journal)
    • Companies that blog generate 67% more leads per month than those who don't (Social Media B2B)
    • 80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement (Content Marketing Institute)

HubSpot Academy's free Inbound Certification Course consists of twelve lectures that span the four stages of the Inbound Methodology. From optimizing your website, to landing page anatomy, to honing your inbound sales skills, this free certification course covers the basics of what inbound marketing is all about.

When you've completed the course, you'll be ready to take the [free] certification exam and get your official certificate!

Is this right for me?

Whether you're just getting started in marketing or you're a seasoned professional, the Inbound Certification will prepare you to better attract strangers, convert visitors, close leads and delight customers.

Who is the target audience?
  • Marketers looking to round out their ‘digital’ skill-sets. Non-marketers who need to learn the foundation of Inbound Marketing. Entrepreneurs building their businesses from the ground up. College students looking for internships or full-time positions.
  • Inbound Marketing grows businesses and grows your career. The knowledge gained is immediately applicable and will help you kickstart your organization’s growth -- and, of course, you'll also expand your business and marketing skill set.
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Curriculum For This Course
37 Lectures
Introduction to HubSpot Academy
1 Lecture 02:02
Introduction: Welcome to HubSpot Academy

Your HubSpot Academy account ( ) comes with free tools that will be used in several assignments in this course. You'll also take the official (free) certification exam in your HubSpot Academy account when you're ready.
Set up your free HubSpot Academy account
1 question
Essentials of an Effective Inbound Strategy
3 Lectures 26:44
Why Inbound?

What are the fundamentals of inbound success?

What does Inbound success look like?

Quiz - Essentials of an Effective Inbound Strategy
5 questions

Now that you understand the role of lead management, let's look at the simplest possible entity that inbound marketing and sales revolves around: the contact record. Create your first contact record - give it your name and role.
Create a contact record
1 question
Optimizing Your Website for Search Engines
3 Lectures 27:55
What is Search Engine Optimization?

SEO strategy and best practices

What does a successfully optimized website page look like?

Quiz - Optimizing Your Website for Search Engines
5 questions
Creating Content with a Purpose
3 Lectures 29:56
Why is content important to inbound?

How do you create remarkable content?

What does remarkable content look like?

Quiz - Creating Content with a Purpose
5 questions
Fundamentals of Blogging
3 Lectures 25:50
Why does blogging help your inbound marketing?

How do you create a successful blog?

What does a successful blog post look like?

Build a conversion flow on your existing website that turns website visitors into contacts in your database by using a free HubSpot tool called Lead Flows. Don't currently have a website? Sign up for a free Wordpress account at and return to this assignment once it's live.
Add a Lead Flow to your website.
1 question

Quiz - Fundamentals of Blogging
4 questions
Amplifying Your Content with Social Media
3 Lectures 24:42
Why is social media essential to inbound?

How can you use social media effectively?

What does an inbound social media strategy look like?

Quiz - Amplifying the Content with Social Media
5 questions
Enticing Clicks with Calls to Action (CTA)
3 Lectures 10:59
How do you use a call-to-action (CTA)?

How do you create successful CTAs?

What does an effective CTA look like?

Quiz - Enticing Clicks with Calls to Action
5 questions
The Anatomy of a Landing Page
3 Lectures 10:19
How do you use a landing page?

How do you create successful landing pages?

What does an effective landing page look like?

Quiz - Anatomy of a Landing Page
5 questions
Guiding the Next Step with Thank You Pages
3 Lectures 08:54
How do you use a thank you page?

How do you create successful thank you pages?

What does an effective thank you page look like?

Quiz - Guiding the Next Step with Thank You Pages
5 questions

After a visitor has converted and seen a thank you page, they get added to your CRM. Do you have contacts who have opted in to hear from you?
Import contacts who've opted in
1 question
Sending the Right Email to the Right Person
3 Lectures 28:31
Why is email marketing still important?

How do you send the right email to the right person?

What does a great email look like?

Quiz - Sending the Right Email to the Right Person
5 questions
3 More Sections
About the Instructor
HubSpot Academy
4.5 Average rating
3,551 Reviews
42,726 Students
5 Courses

HubSpot Academy is the worldwide leader in inbound education. As the training division of HubSpot, HubSpot Academy serves marketing and sales professionals with free training for the digital age. With over 50,000 awarded annually, HubSpot Academy's Inbound Certification has become the official badge of the inbound movement. We aim to educate and inspire people so that we, together, can transform the way the world does business.

Lindsay Thibeault
4.5 Average rating
2,848 Reviews
33,687 Students
2 Courses
Principal Inbound Professor

Lindsay Thibeault (@LindsayRegina), Principal Inbound Professor at the HubSpot Academy, has been driving interactive marketing, brand strategy, and social media marketing at global companies for over seven years. She specializes in building communities that generate leads through compelling and ‘remarkable’ content, and has experience doing so in both agency and in-house settings. Managing HubSpot’s Inbound Certification, Lindsay has taught tens of thousands of marketers how to build scalable content creation, website optimization, and reporting strategies for their organizations.

Isaac Moche
4.5 Average rating
2,808 Reviews
34,238 Students
2 Courses
Senior Inbound Professor

Isaac Moche (@isaacmoche), Senior Inbound Professor at the HubSpot Academy, initially joined the HubSpot support team in 2013, where he worked with over 4,000 HubSpot users to move the needle for their organization using best-practice inbound marketing techniques. Since joining the HubSpot Academy team, Isaac has used his experience helping HubSpot customers and partners to develop educational content around scalable marketing automation, email marketing, and lead nurturing strategies.

Angela Hicks
4.5 Average rating
2,480 Reviews
31,296 Students
2 Courses
Senior Inbound Professor

Angela Hicks is an Inbound Professor at HubSpot Academy. Angela holds a BFA in graphic design and an MA in advertising and public relations. She has taught design courses in numerous settings, including the University of Alabama, and at Apple Inc.’s flagship store, where she worked in the Creative division for over four years. Following a year working with HubSpot customers and partners as a Support Engineer, Angela now uses her design knowledge to teach best-practice conversion rate optimization, user experience and marketing automation, and manages the HubSpot Design Certification and Contextual Marketing Certification.

Mark Kilens
4.5 Average rating
2,454 Reviews
29,406 Students
1 Course
Leader of HubSpot Academy

Mark Kilens (@MarkKilens) leads the HubSpot Academy team’s vision, purpose, and overall execution. As an enthusiastic former customer, Mark joined HubSpot in 2010 as an Inbound Marketing Consultant, where he spent two years working with thousands of HubSpot users to scale their inbound marketing strategy. Seeing the need to create an environment where marketers never stop learning, he built the HubSpot Academy from the ground up, and in doing so, has educated hundreds of thousands of marketing professionals and created a best-in-class hub of marketing education. When not at HubSpot, he enjoys steak and lobster, and a secret technique for making snow at his house.

David Shepard
4.5 Average rating
2,454 Reviews
29,406 Students
1 Course
Senior Sales Manager, HubSpot Partner Program

Dave Shepherd is a senior sales manager in the HubSpot Partner Program. Before taking on that role, he was the #2 HubSpot sales rep in 2011. Dave enjoys coaching sales reps on not just how to qualify their leads, but also how to excite them about the opportunities that inbound presents. Pay attention to Dave’s hard-earned wisdom!

Chris LoDolce
4.5 Average rating
2,454 Reviews
29,406 Students
1 Course
HubSpot Academy, Program Leader

Chris LoDolce (@ChrisLoDolce), Program Leader at the HubSpot Academy, has been focused on integrated marketing and sales since 2009. Chris joined the HubSpot team as an Inbound Marketing Consultant in 2011, where he worked with hundreds of HubSpot customers to drive inbound initiatives. Over the past four years, Chris has educated tens of thousands of marketers, providing the tactics and vision to implement best-of-breed inbound marketing strategies. His latest initiative is a new type of training resource, HubSpot Projects, that combines product documentation and video training to give users the hands-on learning experience they need to reach their marketing goals.

Sarah Bedrick
4.5 Average rating
3,202 Reviews
37,622 Students
3 Courses
HubSpot Academy Program Manager

Sarah currently leads the charge for HubSpot's certifications, projects, and examples programs, as well as the strategy for the HubSpot Academy website. Her goal is to develop training programs for marketers around the world that make it easy for them to excel at their job.

She specializes in building programs from the ground up that solve for scale.  

As one of the three founding members of the Academy team, we have enabled the development and growth of over 20+ learning classes and ten certifications. 

Before HubSpot, Sarah served as a Product Manager at a Boston-based start-up, and before that, she had started a company as a student at the University of Florida. 

Justin Champion
4.5 Average rating
2,454 Reviews
29,406 Students
1 Course
Principal Inbound Professor at HubSpot

Justin Champion (Twitter, LinkedIn) is a digital marketing professional who’s dedicated to customer success at HubSpot. Justin has 6+ years experience in the field of digital media. He brings his experience and curiosity to help solve customer content marketing needs both online and offline.