HubSpot Marketing Software flashcards

33 cards. Read the term and the definition here. The deck at the top of this page is optional.

Inbound methodology stages

Attract, Engage, Delight. Attract draws strangers via content and SEO; Engage converts visitors to leads and customers; Delight turns customers into promoters through service and advocacy.

Buyer's journey stages

Awareness, Consideration, Decision. Awareness addresses a problem; Consideration compares solutions; Decision selects a vendor. Content type must match the stage the buyer is in.

Buyer persona

A research-based profile of a target buyer covering role, goals, challenges, objections, and preferred content. Personas guide messaging, content format, and segmentation in HubSpot.

Lead scoring

A numeric value assigned to contacts based on fit attributes and engagement behaviors. Higher scores signal sales-readiness; negative attributes and inactivity reduce the score.

Lifecycle stage vs lead status

Lifecycle stage is an automated funnel position (Subscriber through Evangelist). Lead status is a manual sales-stage label (New, Open, In Progress, Unqualified). They serve different purposes.

SMART marketing goal

Specific, Measurable, Attainable, Relevant, Time-bound. Each campaign goal should map to one primary metric such as MQLs generated or landing-page conversion rate.

Conversion path

The sequence CTA → landing page → form → thank-you page → follow-up email. Each step is measurable, and the weakest step is usually the form completion rate.

Contact record properties

Standard fields include email, name, lifecycle stage, lead status, and owner. Custom properties store additional data, and companies and deals associate to contacts through object associations.

Contact deduplication

HubSpot detects duplicates primarily by email. The Manage Duplicates tool merges records, and merging keeps the most recent value for each conflicting property.

Property types

Common HubSpot property types include single-line text, dropdown, date picker, number, and calculation. Dropdown option values must match imported data exactly or the import fails validation.

CSV import mapping

Column headers map to internal property names. Imports can create and update records, and a unique identifier such as email prevents duplicate contact creation.

Subscription types and consent

Subscription types track opt-in per communication channel. Consent status and lawful basis are stored per contact, and unsubscribed contacts are excluded from marketing emails.

Active vs static lists

Active lists recalculate membership whenever criteria change. Static lists are fixed snapshots taken at creation and do not update automatically as contact data changes.

Contact owner

A HubSpot user property identifying the person responsible for a contact. It can be set manually or by workflow and is separate from lifecycle stage and lead status.

Data hygiene practices

Use required properties, property validation rules, and periodic audits of unused properties. Clean data improves segmentation accuracy, workflow reliability, and reporting quality.

Blog SEO essentials

Target one primary keyword and place it in the title, URL slug, meta description, and H1. Add at least one internal link to related content.

Landing page structure

Headline, subhead, benefit bullets, form, social proof, and one conversion goal. Hiding navigation reduces exits and keeps attention on the form.

Form field friction

Each additional form field reduces completion rate. Progressive profiling replaces known fields with new questions so records are enriched over multiple visits.

Campaign object

A HubSpot object that groups emails, landing pages, blog posts, and ads under one initiative so revenue and ROI can be attributed to that campaign.

Email authentication

SPF and DKIM records authenticate a sending domain. Combined with a clean list and consistent send volume, they protect sender reputation and deliverability.

A/B test rule

Test one variable at a time, use a statistically significant sample size, and choose the primary metric before launch. Changing multiple variables confounds the result.

Content repurposing

Reuse pillar content into derivative formats such as video, infographic, and email. Plan by persona, journey stage, and campaign on a content calendar.

Workflow enrollment trigger

The event that adds a contact to a workflow: list membership, form submission, or property change. Enrollment is evaluated on save and on subsequent trigger events.

Workflow action types

Actions include send email, set property, create task, delay, if/then branch, enroll in another workflow, and webhook. Actions run in order from top to bottom.

Workflow re-enrollment

Re-enrollment must be enabled explicitly. Without it, a contact who completes a workflow once will not re-enter even if the trigger fires again.

Workflow goal

A goal-based workflow stops contacts when a defined goal is met, such as a deal being created. This prevents redundant nurture emails after conversion.

Delay vs branch

A delay pauses execution for a set period. A branch splits the path based on property or list criteria evaluated at that point in the workflow.

Workflow property conflicts

Multiple workflows setting the same property can conflict. Designate one workflow as the source of truth or be aware that the last write wins.

Funnel conversion rate

Conversion rate per step equals the next-step count divided by the prior-step count. The funnel runs visits, contacts, MQLs, SQLs, customers.

Email metric formulas

Open rate = opens ÷ delivered. Click rate = clicks ÷ delivered. Click-to-open rate = clicks ÷ opens. Always confirm which denominator a report uses.

Attribution models

First-touch credits the first interaction, last-touch credits the final one, and multi-touch distributes credit across touchpoints. Reports use a selected model per report.

Campaign ROI formula

ROI = (revenue − cost) ÷ cost, expressed as a percentage. Revenue is tied to deals associated with the campaign object.

Traffic source metrics

Sources include organic, paid, direct, referral, social, and email. Sessions, users, and page views are distinct metrics and should not be used interchangeably.