HubSpot Marketing Certification Course

Lesson 1 • HubSpot Platform Overview

Orients learners to the HubSpot ecosystem, including hubs, tools, and navigation. Reduces friction when executing hands-on tasks in later chapters.

Lesson 2 • Building Buyer Personas

Teaches research-based persona creation using demographic, psychographic, and behavioral data. Personas become the audience foundation for all campaign work.

Lesson 3 • Understanding the Buyer's Journey

Maps awareness, consideration, and decision stages to content and channel decisions. Provides the targeting logic used throughout the course.

Lesson 1 • Measuring Content Performance

Identifies key content metrics including traffic, engagement, and conversion rates. Introduces HubSpot analytics tools used to evaluate content ROI.

Lesson 2 • Content Distribution Channels

Examines owned, earned, and paid distribution to maximise content reach. Teaches channel selection based on persona behaviour and content format.

Lesson 3 • Developing a Content Strategy

Defines content goals, audience alignment, and editorial planning processes. Connects persona insights from Chapter 1 to actionable content decisions.

Lesson 4 • Visual and Video Content

Introduces infographics, short-form video, and branded visual assets for engagement. Expands content mix to serve different audience consumption preferences.

Lesson 1 • Keyword Research and Intent

Teaches keyword discovery, search volume analysis, and intent classification. Provides the targeting data that drives content and on-page optimisation decisions.

Lesson 2 • Link Building and Authority

Explains domain authority, backlink quality, and ethical link acquisition tactics. Strengthens organic rankings for the content assets built in earlier chapters.

Lesson 3 • On-Page Optimization Techniques

Covers title tags, meta descriptions, header hierarchy, and internal linking. Directly applies to blog and pillar content created in Chapter 2.

Lesson 4 • HubSpot SEO Tools in Practice

Demonstrates HubSpot's SEO recommendations panel, topic clusters tool, and reporting. Connects SEO theory to platform-specific execution workflows.

Lesson 1 • Email Testing and Optimization

Covers A/B testing methodology, deliverability factors, and performance analysis. Closes the loop between campaign execution and data-driven improvement.

Lesson 2 • Building Workflows and Automation

Guides learners through HubSpot workflow creation for lead nurturing and task automation. Introduces branching logic and enrolment triggers for scalable campaigns.

Lesson 3 • List Segmentation and Management

Teaches contact property-based segmentation and list hygiene in HubSpot. Ensures the right message reaches the right audience at the right time.

Lesson 4 • Email Marketing Strategy

Establishes email's role in the inbound flywheel and defines campaign types. Connects persona and journey knowledge from Chapter 1 to email planning.

Lesson 1 • Social Media Analytics and Reporting

Teaches HubSpot social reporting to evaluate reach, engagement, and traffic impact. Connects social performance data to overall campaign attribution.

Lesson 2 • Publishing and Scheduling in HubSpot

Demonstrates HubSpot's social publishing tool for scheduling and cross-platform posting. Teaches efficient content calendar execution tied to the editorial plan.

Lesson 3 • Community Engagement and Monitoring

Covers social listening, comment management, and brand mention monitoring. Builds the engagement habits that support the delight stage of the flywheel.

Lesson 1 • Conversion Rate Optimization Principles

Introduces CRO methodology including hypothesis building, testing, and iteration cycles. Provides a systematic approach to improving lead generation performance over time.

Lesson 2 • Building Landing Pages in HubSpot

Covers HubSpot landing page builder, layout best practices, and persuasive copywriting. Teaches the structural elements that maximise form submission rates.

Lesson 3 • Forms and Progressive Profiling

Teaches HubSpot form creation, field selection, and progressive profiling logic. Balances data collection needs with friction reduction to improve conversions.

Lesson 4 • Lead Generation Strategy

Defines lead generation goals, offer types, and the role of gated content. Connects content assets from Chapter 2 to conversion-focused campaign design.

Lesson 1 • Data-Driven Campaign Optimization

Applies analytics insights to identify underperforming assets and prioritise improvements. Closes the strategic loop between measurement and campaign iteration.

Lesson 2 • Building Custom Dashboards

Guides learners through creating role-specific dashboards in HubSpot for ongoing monitoring. Teaches data visualisation choices that communicate insights clearly to stakeholders.

Lesson 3 • Defining and Tracking KPIs

Teaches KPI selection aligned to business goals and funnel stages. Connects metrics from all prior chapters into a unified performance measurement framework.

Lesson 4 • Attribution Modeling

Explains first-touch, last-touch, and multi-touch attribution models in HubSpot. Enables accurate credit assignment across the multi-channel campaigns built earlier.

Lesson 1 • HubSpot Campaigns Tool

Demonstrates the HubSpot Campaigns tool for asset tagging, tracking, and performance aggregation. Enables unified reporting across email, social, content, and ads.

Lesson 2 • Campaign Performance Review

Teaches post-campaign analysis using HubSpot dashboards and attribution reports. Connects analytics skills from Chapter 7 to campaign-level decision making.

Lesson 3 • Campaign Planning and Briefing

Covers campaign goal setting, audience definition, budget allocation, and timeline creation. Integrates persona, content, SEO, and channel knowledge from all prior chapters.

Lesson 4 • Multi-Channel Campaign Execution

Coordinates simultaneous deployment of email, social, content, and paid assets. Applies scheduling, automation, and publishing skills from Chapters 4 and 5.