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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:
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.
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|Section 1: Introduction to HubSpot Academy|
Introduction: Welcome to HubSpot Academy
|Section 2: Essentials of an Effective Inbound Strategy|
What are the fundamentals of inbound success?
What does Inbound success look like?
Quiz - Essentials of an Effective Inbound Strategy
|Section 3: Optimizing Your Website for Search Engines|
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
|Section 4: Creating Content with a Purpose|
Why is content important to inbound?
How do you create remarkable content?
What does remarkable content look like?
Quiz - Creating Content with a Purpose
|Section 5: Fundamentals of Blogging|
Why does blogging help your inbound marketing?
How do you create a successful blog?
What does a successful blog post look like?
Quiz - Fundamentals of Blogging
|Section 6: Amplifying Your Content with Social Media|
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
|Section 7: Enticing Clicks with Calls to Action (CTA)|
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
|Section 8: The Anatomy of a Landing Page|
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
|Section 9: Guiding the Next Step with Thank You Pages|
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
|Section 10: Sending the Right Email to the Right Person|
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
|Section 11: The Power of Smarketing|
Why is Smarketing critical to Inbound success?
How does Smarketing result in alignment?
How do you integrate Smarketing into your organization?
Quiz - The Power of Smarketing
|Section 12: Taking Your Sales Process Inbound|
What is Inbound sales?
How can you transform the way you sell?
What does a day in the life of an inbound sales rep look like?
Quiz - Taking Your Sales Process inbound
|Section 13: The Pillars of Delight|
Why customer delight is so important?
How to delight your customers?
The seven customer delight guidelines
Quiz - The Pillars of Delight
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 (@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 (@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 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 (@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.
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 (@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.
I am currently leading the charge for HubSpot's Certifications product. I specialize in building programs from the ground up that solve for scale.
I create and maintain training programs for HubSpot customers that make it easy for them to excel at their job.
As one of the 3 founding members of the Academy team, I've enabled the development and growth of over 20+ learning classes, five certifications, and other team products indirectly. Our progress helped our team grow from 3 to 13 team members in less than 4 years.
I graduated from the University of Florida with a major in Marketing and double minor in Entrepreneurship and Communication. Prior to HubSpot, I had founded my own business and served as a Product Manager and Chief Cookie Baking Contest winner at a start-up in Andover.
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.