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HubSpot Academy

Inbound Marketing

HubSpot via HubSpot Academy


Learn about inbound marketing techniques and develop an understanding of the core tactics of inbound marketing.
  • Create content that educates and nurtures leads through their buyer's journey.
  • Offer relevant content and lead nurturing experiences to leads and customers.
  • Optimize your marketing processes using automation strategies and AI tools.


  • Welcome to the Inbound Marketing Certification
    • Learn more about the Inbound Marketing Certification course and the topics it covers.
  • Inbound Marketing Fundamentals
    • Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don't always want, inbound marketing forms connections they are looking for and solves problems they already have. Learn how easy it can be to adopt this customer-centric mindset so you can grow and scale your marketing.
  • Getting to Know Your Customer
    • Do you know who your ideal customer is? Do you know how to find out who your ideal customer is? Studies show that 60-70% of content created by marketing departments sits unused. To ensure you're creating the content your target audience needs, you need to create an accurate buyer persona. In this lesson, we'll discuss what buyer personas are comprised of, how to conduct research to create your buyer persona, and HubSpot tools that make this process easier.
  • Creating Content for the Buyer's Journey
    • Designing engaging content begins with understanding your buyer's path to purchase. That's why mapping their buyer's journey is crucial to developing impactful content for your inbound marketing efforts. In this lesson, you'll learn how to define your buyer's journey, brainstorm content for each stage of their buyer's journey, develop impactful content that initiates buyers to take action, and develop a content creation framework.
  • Developing a Content Distribution Strategy
    • Distribution plays a huge role in your content's success. In this lesson, you'll learn how to evaluate your content distribution options, set a content distribution goal, identify where your target audience consumes content, and test new distribution channels.
  • Understanding Behavioral Marketing and Customer Segmentation
    • Marketers are expected to be everywhere with just the right message at the right time, but how can this be done effectively? In this lesson, you will learn how to utilize behavioral marketing and customer segmentation to streamline your inbound marketing.
  • Maximizing ROI With Marketing Attribution and Experimentation
    • Marketers have more channels where they can engage with customers than ever before. Because the buyer's journey is far from linear, consumers engage with brands through multiple touch points before they ever make a purchase. As a result, marketers need to be experts in understanding which channels are successfully generating leads, converting customers, and why. They need to accurately predict the impact of increased or decreased spend on these channels in order to execute a good marketing strategy. In this lesson, learn how to use marketing attribution to report on what your business is doing well, and to predict areas where you can see future success in your marketing strategy.
  • Utilizing Marketing Automation and Artificial Intelligence
    • Automation and artificial intelligence are essential for growing and scaling your business. In this lesson, you will learn about the benefits of marketing automation and artificial intelligence, and some best practices for implementing them in your internal and customer-facing processes.
  • Inbound Marketing Certification Next Steps
    • Learn what to do after completing the Inbound Marketing Certification Course content.

Taught by

Jorie Munroe, Christine Lee and Kara Susvilla


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