Inbound Certification

From attracting leads to engaging prospects, and delighting customers, this course covers the basics of what inbound is all about

Inbound Certification

Course Description

This certification course from HubSpot Academy consists of lessons that span the four stages of the inbound methodology. From attracting to converting to closing and delighting your customers, this course covers the basics of what inbound is all about. The Inbound Certification features HubSpot executives and leadership teaching you how to run an inbound business, from marketing to sales to services.

Course Outcomes:
  • Understand the four stages of the inbound methodology. From Attracting to converting to closing and delighting your customers, this course covers the basics of what inbound is all about.
Course Details:

Target Audience

This course is for anyone looking to implement inbound into their business.

Access Timeframe



Prior experience with marketing or sales is helpful, but not required.
Certificate Info:

Type of Certification

Certificate of Completion

Format of Certification


Professional Association/Affiliation

The HubSpot Academy certification is a globally recognized certificate.

Method of Obtaining Certification

You can view your certifications in your HubSpot Learning Center. Once you view a certification, you have the option of adding it to LinkedIn, downloading a printable version, and embedding it.
About Instructor:

Kyle Jepsen

Course Outline

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.
Visualizing your business as a funnel is easy because anytime 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 stuff to it, and flywheel will keep 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.
It’s not enough to talk about why your business should adopt the inbound methodology. You need to apply a set of best practices, or guidelines, to your business strategy. The inbound principles guide you in connecting the methodology with its execution. The inbound principles of standardize, contextualize, optimize, personalize, and empathize are designed to build upon each other, and they enable you to execute the inbound methodology with excellence.
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.
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.
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.
The buyer’s journey is the active research process someone goes through leading up to making a purchase. It's a fundamental part of an inbound strategy because it’s a framework you can use to empathize with your prospects. Your potential buyer is focused on either identifying their problem, understanding which options could alleviate their problem, or comparing their top choices when they're ready to make a purchase.


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