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HubSpot Academy

HubSpot Marketing Software

HubSpot via HubSpot Academy


Note: The educational resources (such as Videos, Quizzes, and Workbooks) are free to go through. If you want to become certified, there are additional practical exercises that require a Pro or Enterprise HubSpot subscription. To do inbound marketing well, you need to start your journey with the marketing software the right way. It’s a big platform with a lot of tools, and to get the most value out of them, you need a foundation of knowledge and an understanding of how they all work together. These lessons will equip you with the fundamental understanding you need to do marketing well using HubSpot.
  • Introduction to HubSpot Marketing Hub
  • Improve usage of HubSpot Marketing Hub tools
  • Explore case study of how to use Marketing Hub to grow your business


  • Understanding Marketing Hub
    • At a high level, you can use Marketing Hub to drive traffic to your website, nurture your contacts with personalized web and email content, and manage relationships at scale using segmentation and automation tools. In this lesson, you'll learn how Marketing Hub fits within the larger context of an inbound business, how to navigate through the software, and how to use the all-in-one toolkit to achieve your marketing goals.
  • Using Buyer Personas in HubSpot
    • No matter how clever your copy or how powerful your message, if it doesn’t resonate with your organization’s specific audience, it likely won't be successful. In this lesson, you’ll learn why buyer personas are important to your business and content creation efforts, what steps you can take to identify your business' buyer personas, and how you can add them to your HubSpot account.
  • Exploring the Contacts Database in HubSpot
    • Your contacts database is what you'll use to manage every relationship your business has with people. It holds the foundational information you rely on to create personalized experiences for your contacts in a scalable way for your business. In this lesson, you'll learn how the contacts database works to help you grow your business.
  • Understanding Segmentation in HubSpot
    • Creating a segmentation and contact management strategy can help you create and organize the relationships your business is developing with people. In this lesson, you'll learn why segmentation is important and how to set up segmentation in HubSpot using the lists tool.
  • Creating a Campaign in HubSpot
    • In Marketing Hub, campaigns are the fundamental building blocks to execute a successful marketing strategy. They’re designed to help marketers focus their time and efforts, be intentional about their goals, and deliver results that align with the overall direction of the organization. In this lesson, you’ll learn why your business should create campaigns in support of your long-term content strategy, how to create a campaign in HubSpot, and how to report on your campaign efforts.
  • Understanding Blogging in HubSpot
    • Blogging is an effective way to regularly publish and promote content that provides valuable information and addresses your prospects' and customers' problems. In this lesson, you’ll learn why your business should blog, how to create and optimize a blog post in HubSpot, and how to analyze the performance of your blogging efforts.
  • Creating Landing Pages in HubSpot
    • Think of your landing pages as digital sales reps who are gathering information about potential customers. The great thing about these digital sales reps is that they work 24 hours a day, 7 days a week. At the same time, by gathering information about your website visitors, you can build relationships with your leads so that your real sales reps can focus on the most qualified contacts. In this lesson, you'll learn all about landing pages: when to use them, how to make them, and some tips and tricks for optimizing them for continued success.
  • Creating Calls-to-Action in HubSpot
    • A call-to-action button, or CTA, is a clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer. Think of a CTA as a tool that both helps create awareness and excitement around an offer. In this lesson, you’ll learn about creating CTAs that align with your brand as well as some tips and tricks to optimize them for your website audience.
  • Creating Forms in HubSpot
    • The form is dead. Long live the form. Conversion optimizers can’t seem to make up their minds. Add that to the rise of the topic cluster methodology and movement around ungating content, and it can all feel a bit confusing. In this lesson, you’ll learn how to identify a good opportunity for a form, create one to fit your unique needs, and learn a thing or two about cookies.
  • Understanding Workflows in HubSpot
    • Marketing automation technology can make tasks simpler and easier and help you deliver content to your leads and customers at the right time. In this lesson, you'll learn about the importance of automation and how to get started using workflows, the automation tool in HubSpot.
  • Understanding Email in HubSpot
    • By focusing on contact data and segmentation, you can create emails that fuel your inbound marketing strategy with contextual information. In this lesson, you'll learn the part email marketing plays in an inbound strategy and how to get started with email marketing in HubSpot.
  • Understanding Social Media in HubSpot
    • In this lesson, you’ll learn how to develop a social media strategy that will help you transform the way your company does business. This includes attracting new customers, building loyalty with your existing customers, sharing and sourcing content, and developing one-to-one relationships with fans of your brand.
  • Understanding Reporting in Marketing Hub
    • By using reporting, you'll always be learning about your leads, prospects, and customers, including what motivates them and the types of information they value the most. This data can act as insight or inspiration to inform future marketing campaigns and help your company grow better. In this lesson, you'll learn about how the Marketing Hub reporting tools can help you measure success and optimize your marketing efforts.
  • HubSpot Marketing Certification Next Steps
    • Learn what to do once you complete the HubSpot Marketing Certification Course content.


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