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Version #1 2016. Copyright 2016.
All rights reserved.
Authors: Patrick Reichert-Young,
Yvonne Tischler,
Matthias Rothkoegel
Translator and Certified Tool Expert: Matthias Rothkoegel
Consultant Tool & Methodology Expert: Mechthild Kreuser
Editor-in-Chief: Julia Hildebrand
Associate Editor & Copywriter: Jasmin Kind
Assistant Editor: Charlotte Schwerdtfeger,
Patrick Gastmann
Publication & Project Manager: Sonja Koesling
Art Editor (Cover, Graphic & Layout): Patrick Reichert-Young
Screenshots: APTLY / HubSpot
Illustration Lemon, p. : Julia Hildebrand
Producer: Lukas Schrder, Matthias Rothkoegel
Aptly GmbH
Neumarkt 35 - 37
50667 Cologne - Germany
Printed & Published by: BoD-Books on Demand GmbH,
Norderstedt - Germany
ISBN: 978-3-7431-8491-6
Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available on the Internet at www.dnb.de.
about the authors
Patrick Reichert-Young
Artist, stage director, author, content writer and creative director. Patrick is fueled by stories, people and emotions - exactly what Marketing is all about. Next to technical implementation it really comes down to the concrete realization when you want to turn strangers into customers. The HubSpot Inbound technology is where he especially feels at home and can support with any request concerning storytelling.
Matthias Rothkoegel
It may sound cheesy, but there is hardly anything that Matthias cant do: His experience as a B2B Marketing Consultant reaches so far back in time that he has a solution for pretty much every scenario. New ways of thinking, individual approaches and a true passion for Marketing are what made him known across international borders. HubSpot is one of Matthias most favorite marketing tools to drive Inbound Marketing and to engage people in meaningful online dialogues.
Yvonne Tischler
Born in Dsseldorf, but raised in Marketing - that is how you could describe Yvonne best. With half a decade of experience in Online Marketing she sets a special focus on implementation of Marketing Automation solutions and quickly became an allrounder for Lead Management, Content Marketing and Inbound Strategy. Its hard to find her not clicking through HubSpot, but when you do she probably looks out for the newest trends and turns for extraordinary Marketing.
Table of contents
about aptly.
introduction
The structure of this guide is following the official HubSpot (Tool) Certification and the related courses. It provides the context and explains all relevant functionalities of the HubSpot Marketing Software in 16 separate sections, plus a summary on the Inbound Methodology, which has been put in front as Section 0. With a time investment of approx. 3 hours per day the entire preparation for the HubSpot Certification can be completed within 8 days, corresponding to two chapters per day.
Note: The HubSpot Certification is split in two parts. The first part is a multiple choice test assessing your working knowledge with HubSpot and Inbound Marketing best practices. The second part is a certification practicum containing a number of practical action items that have to be completed in order to pass the HubSpot Certification. This guide has been designed to prepare you for both, the test in the first part of the certification as well as the practicum in the second part.
access to your FORM CHECK
To help you prepare for the HubSpot Tool Certification even better, we have created an extra offer for you: the FORM CHECK.
When you sign up for our FORM CHECK, we will test the knowledge you gathered while reading this guide. That way, you really can be sure that your journey to becoming HubSpot certified is as smooth as possible.
The FORM CHECK is of course without the pressure or consequences of the official test. In an adapted scenario we want you to see if you got all the essential information out of the guide or if you need to re-read one or two little chapters.
Were looking forward to help you rock the Certification!
For more information please visit:
http://discover.aptly.de/formcheck-hubspot
CHAPTER 00.
THE INBOUND METHODOLOGY SUMMARY
I n order to use HubSpot in the most effective way, it is essential to understand the Inbound Methodology in general and HubSpots interpretation of Inbound in particular. Once you are familiar with the Inbound Methodology, many features and functions in HubSpot will become very intuitive and easy to handle. In addition to having a better understanding of the tool as such, HubSpot can serve you best when you follow the Inbound Methodology in your own marketing efforts. In this section we will summarize the most important aspects of Inbound Marketing that are relevant for an effective usage of HubSpot and will help you to pass the HubSpot Certification.
wrap up the inbound methodology
Most of the traditional marketing methods are interruptive, meaning that they reach their recipients while those are busy doing something else and hence are disturbing them. This applies to TV advertising as well as pop-up adverts on websites. They interrupt people in the middle of something that they were interested in.
The exact opposite to such a methodology, which is also called outbound marketing or marketer-centric, is Inbound Marketing. The Inbound Methodology is based on the idea that while people are looking for help or knowledgeable sources related to their business challenges on the Internet, they will find your company and the solutions you offer via relevant content that you have published. So, instead of interrupting people with your offerings, Inbound Marketing makes use of their interest in a given topic by providing related, helpful content.
As the publisher of such content, you will become a trusted source for potential customers and build up a reputation in the market. In order to succeed, your content has to be really helpful, providing a value-add to your target audience. As such, it should not promote your company or your products, but offer solutions to challenges that your readers might be facing in their business lives. Most people will acknowledge that valuable content is not entirely for free and be happy to fill in a form with their information in order to be able to download the content.
Dont interrupt what people want to consume, be(!) what they want to consume.
This is how Inbound Marketing helps you to drive visitors to your website and landing pages and convert those visitors to leads. In addition to Content Marketing, the Inbound Methodology offers you a range of other tactics to generate traffic, improve conversions and make leads ready for Sales: