Tribute Media has been a HubSpot Agency Partner for about three years now. During that time, we've learned a lot. When we started with HubSpot, there were, if I remember correctly, only four certifications from HubSpot Academy. HubSpot has worked very hard to improve their training offerings for their clients and their agency partners.
The most important question that I'm hoping to answer is: Is it worth your time to invest in attaining HubSpot Certifications?
Forget Preamble - Jump to the List
Here are some other questions I hope to answer:
Before I jump into each of the certifications, it's important to note that these certifications are for marketers. Developers will see a lot of benefit from some of these certifications but even the HubSpot Design certification requires very little design skill to complete. I only mention this because none of these certifications will demonstrate the talent of a developer.
There are 18 courses in total from HubSpot Academy. Depending on your relationship with HubSpot (free user, customer, agency, trainer) you may not see them all in your HubSpot portal.
There are two classifications. The first classification is a certification. Certifications expire two years after completion and require a longer test. The second classification is a certificate of completion. These are courses that you complete rather than certifications you achieve. These achievements do not expire but only have 20 questions on the test.
The following are listed in the order you'll find them in your HubSpot Learning Center. If you see any outdated information, let me know in the comments below.
In March 2018, HubSpot rolled out their new approach to certifications. As my certifications come due, I will update that in each section as I get to them and indicate in that section when it was updated. The new format includes quizzes to test your knowledge as you go. When there are practicums, you will complete those as you go rather than at the end. It changes the way you handle these... requires you to understand things as you go rather than muscling through at the end.
Since it's a monster list and you may not want to read through it all, I figured I'd make it easy and have a simple navigation down to the various sections on the page. Click and enjoy.
Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
HubSpot Academy’s free Inbound Certification course features twelve classes that span the four stages of the Inbound Marketing Methodology. From optimizing your website for more search traffic, to landing page anatomy that generates more leads, this free course and certification exam covers the fundamentals of inbound.
Total Sections: 5
Number of Videos: 36
Total Training Time: 4 hours 32 minutes
Total Test Questions: 60
Grade need to pass: 75%
Total Test Time: 75 minutes
Additional Requirements: None
My Take:
No marketer who is worth his salt should avoid taking this certification. It demonstrates a basic level of marketing understanding. After all, if you watch all the videos and take the test you are only spending about 5 hours or so. Most experienced marketers can likely take the test without watching a single video and pass. Experienced marketers who understand Inbound Marketing may just struggle with the terminology uses.
Ideal Audience:
Anyone who claims to be in marketing. If you work with an agency, everyone on their staff should have this certification. However, if this is the only certification the agency has then don't be too impressed. Afterall, look how long it takes to get the certification.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: HubSpot Customers
HubSpot's Description:
This certification demonstrates your proficiency in the theory and practice of inbound. It tests your knowledge of inbound best practices and your ability to apply those practices using HubSpot to achieve measurable results. After passing the HubSpot Marketing Software Certification, you'll be able to call yourself a HubSpot power user.
Total Sections: 2
Number of Videos: 59
Total Training Time: 6 hours 14 minutes
Total Test Questions: 90
Grade need to pass: 75%
Total Test Time: 120 minutes
Additional Requirements: You'll need to submit a practicum to demonstrate you understand these items.
My Take:
If you have any desire to work in HubSpot, this really is not an optional course. It's very well put together but if you don't work in HubSpot Marketing Software on a regular basis it's going to be very hard to pass. In fact, if you are not at least a HubSpot Professional level customer, you won't be able to get enough items on the practicum complete. As an example, you'll need to publish at least 10 blog posts in a 45-day period and create at least 3 landing pages. One of those landing pages needs to have at least 100 views with a 20% conversion rate.
HubSpot indicates that after you complete this certification, you'll be able to call yourself a power user. I disagree. After you complete this you'll be able to consider yourself a qualified user. There is so much more to the software and how to apply it to your regular routines that you will need a fair bit more time of daily work in the software before you can consider yourself a power user.
Ideal Audience:
Anyone who will be using HubSpot on a regular basis to plan, develop, and execute on campaigns in a HubSpot Portal should work toward this certification. Even those who are not certified should go through a few of the courses before they spend any amount of time working in your HubSpot Portal. If your agency does not have this certification, don't let them touch anything in your HubSpot Portal.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
The HubSpot Sales Software Certification demonstrates your ability to execute an inbound sales process using HubSpot's free marketing and sales tools. It is made up of 5 classes, a test, and a practicum with a combined total length of about two hours.
Total Sections: 2
Number of Videos: 35
Total Training Time: 1 hours 37 minutes
Total Test Questions: 50
Grade need to pass: 75%
Total Test Time: 75 minutes
Additional Requirements: Highly recommend completing Inbound Sales before this certification.
My Take:
The description from HubSpot indicates that you'll need to submit a practicum. However, this practicum is no longer required. Instead the practical application is included in the questions now. You'll be able to demonstrate your understanding of the software by answering the questions in the test. While you can complete the certification as a HubSpot Sales Free user, you'll really get the best benefit by being a HubSpot Paid Sales user. If you are one that likes to understand how software works technically before you commit to buy, this is a great way to learn about it. I feel strongly that any quality sales person using HubSpot CRM should want the paid version of the software. However, I was successful using the free version for about two years before I upgraded.
Ideal Audience:
Sales people who are using the HubSpot CRM and CRM power users should take this certification. If you are a sales manager managing a team of sales people, you'll want to be the first person to compete this certification because you can't effectively manage your team without understanding these things.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
Take the HubSpot Design Certification to learn how to design on the HubSpot COS (Content Optimization System). This certification is meant for web designers who have, at minimum, an intermediate familiarity with CSS and how it applies to HTML.
Total Sections: 1
Number of Videos: 22
Total Training Time: 3 hours 1 minutes
Total Test Questions: 70
Grade need to pass: 75%
Total Test Time: 75 minutes
Additional Requirements: You should have a basic understanding of HTML and CSS. You'll need to submit a practicum to demonstrate you understand these items.
My Take:
While you'll need to have a basic understanding of HTML and CSS to pass this test, it's not required. If you are a mediocre developer, you'll love the drag & drop editor for building websites and this will get you there. If you are a stellar developer, you will likely hate this approach to building websites because you'll be very limited. I despise this approach. (yeah, I just bragged a little). As I mentioned at the beginning, all these certifications are for marketers. I also think that if you want to build websites in the HubSpot CMS (formerly called the HubSpot COS), you have to have this certification. This approach to building website templates allows a marketer to make quick changes to existing templates to create new landing page templates with minimal effort.
If someone has this certification, it won't mean they are a quality developer or very artistic. It just means they are technically proficient. You can pass the practicum without any design/artistic ability. As an example of how bad it can look and still pass, here is my HubSpot CMS Practicum.
Ideal Audience:
Marketers who want to customize templates and developers who want to build templates should take this certification. In our agency, we don't build templates using this system but I require all my developers to be certified here. Even though there is a more robust system in HubSpot called HubL for building templates (also required for building blog templates), understanding this approach is critical for design success in HubSpot.
As a side note, I have recommended to HubSpot on multiple occasions to build a certification for developers in HubL… hopefully they'll build that out.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Agency Partners
HubSpot's Description:
Welcome to the HubSpot Agency Partner Certification! This certification will provide a comprehensive introduction on how to market, sell, deliver, and grow your agency with inbound and HubSpot.
Total Sections: 4
Number of Videos: 44
Total Training Time: 5 hours 32 minutes
Total Test Questions: 80
Grade need to pass: 75%
Total Test Time: 120 minutes
Additional Requirements: You must be an agency partner.
My Take:
This is designed very specifically for the agency partner. It includes information on how to properly work with clients including onboarding, managing the client relationship, reporting ROI, growing your team, and growing as a HubSpot Agency Partner. If you are an agency, this is not optional. I found it more valuable when I recertified. The first time through was helpful but we were too new as a HubSpot Agency Partner so a lot went over my head. After a couple of years then going through it again, it was far more valuable.
Ideal Audience:
Only agency partners can take this certification. If you are working with an agency that says they are a HubSpot Partner but don't have this then assume they aren't really that interested in HubSpot.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: HubSpot Customers
HubSpot's Description:
Contextual Marketing helps you tailor your website to the users who are most important to your organization. In the Contextual Marketing Certification, you'll learn how to create a website experience tailored to your users' needs and preferences. The content in this certification is closely tied to who your contacts are and how they're segmented. In order to be successful, you should have at least 500 contacts in your HubSpot Contacts database and should feel comfortable with lead segmentation strategies. You should also have clearly developed buyer personas and content tailored to each stage of the buyer's journey.
Total Sections: 1
Number of Videos: 26
Total Training Time: 1 hours 37 minutes
Total Test Questions: 60
Grade need to pass: 75%
Total Test Time: 90 minutes
Additional Requirements: You'll need to submit a practicum to demonstrate you understand these items.
My Take:
In my opinion, this is the most valuable reason why you use HubSpot for marketing. While the concepts here are easy to learn (after all, it's only 1 hour 37 minutes of instruction) the implication of what you can do here is amazing. It allows for personalization and customization of content on your website. If you only have the HubSpot Marketing Software then you can only applies these to landing pages, blogs, and emails. However, if you get the website add-on, these same concepts can be applied to all pages on your website. This certification has minimal value (if any) if you are not going to be using HubSpot.
Ideal Audience:
Any marketer who is using HubSpot to create and publish custom, personalized content will want need this certification. If you consider yourself the best in HubSpot (guru, god, goddess, etc) and don't have this certification then you likely don't really understand what truly sets HubSpot apart from most marketing automation software platforms.
Back to Main List Still Need Help?This description updated: April 6, 2018
Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
The Inbound Sales Certification course covers the basics of an inbound approach to sales. This course is for individual sales reps who are looking for actionable tips to use in their next call or meeting. You’ll learn how to identify new prospects, connect with them, explore their needs, and advise them on a path forward.
Number of Quizzes: 5
Number of Videos: 21
Total Training Time: 2 hours 11 minutes
Practical Exercises:: 2
Total Test Questions: 60
Grade need to pass: 75%
Total Test Time: 120 minutes
Additional Requirements: None
My Take:
Sales and marketing should never live in isolation from each other. When marketing provides a lead to sales, sales need to know how to communicate based on that marketing. Sales needs to understand the stage of the buyer's journey that prospective client is in and know how to help lead them through that journey. This does not replace sales trainings that teach similar concepts and topics but helps the sales person understand how Inbound Marketing applies to sales. This updated certification, though shorter, seems to be more thorough. It incorporates new ideas that are more applicable to the philosophy of Inbound Sales.
Ideal Audience:
All salespeople should take this certification. An emphasis should be for salespeople who have an Inbound Marketing team as a requirement. If your organization has adopted and embraced Inbound Marketing then this certification for your sales people should not be optional.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
In the Growth-Driven Design certification course, you’ll learn how to build and optimize a peak-performing website that delivers user value and drives business growth. This includes video training, tools, quizzes, and templates to help you develop a strategy, build a launch pad website, and implement data-driven continuous improvement. The course is made up of seven lessons and a 55-question exam. In addition to the content, you’ll gain access to our global GDD Slack community, where you can ask questions and collaborate with the instructors and thousands of GDD practitioners.
Total Sections: 1
Number of Videos: 34
Total Training Time: 4 hours 12 minutes
Total Test Questions: 55
Grade need to pass: 75%
Total Test Time: 75 minutes
Additional Requirements: None
My Take:
GDD is the most revolutionary approach to building and managing a website since the founding of the web. The reality, is, however, it shouldn't have taken the web world this long to come along to this approach. Based heavily on the Agile approach to development (only been around for the last 40 years or so), GDD is, hands down, the best way to build and manage websites. While most will consider this a developer centric certification, I believe that everyone related to your web project should understand these principles. If you are an agency, everyone in your agency should carry this certification. If you are an end-user, everyone on your web team should have this. In fact, I would highly recommend this certification if your only role is to oversee your web design and marketing.
Ideal Audience:
First and foremost, web designers and marketers should be certified. Because the concepts here are so strategic in nature, marketing directors and development strategist should also be certified.
Back to Main List Still Need Help?This description updated: April 25, 2018
Classification: Certification
Who Can Take It: Agency Partners
HubSpot's Description:
Deliver better client results and accelerate agency growth by offering Growth-Driven Design services to clients. This on-demand, 5-class course will give you the training and templates needed to start marketing, selling, and servicing GDD with clients.Before starting this course, it is critical that you have already completed the Growth-Driven Design Certification. If you have not, please start with there.
Total Sections: 5
Number of Videos: 22
Total Training Time: 3 hours 28 minutes
Total Test Questions: 32
Grade need to pass: 75%
Total Test Time: 60 minutes
Additional Requirements: Must take the Growth-Driven Design certification first.
My Take:
This is the new Growth-Driven Design agency course. The last test was just the original GDD relabeled for agencies. It's much better and more thorough. It's been a while since I took the old course but this seems to be better and explaining how to sell GDD services. There are new concepts and Luke did a great job with this one. Even though GDD is meant as an approach to development, I don't believe you can truly embrace GDD without moving all marketing to the GDD approach as well.
Ideal Audience:
Any agency who plans on selling and marketing GDD services should be agency certified. Likely should have multiple leaders in your agency that are certified and everyone needs to embrace it fully or it won't work.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
2.4 million emails are sent every second worldwide, but most of them are never opened. This advanced email marketing training course will teach you how lifecycle marketing, segmentation, email design, deliverability, analytics and optimization come together to create an email marketing strategy that grows your business, and your career.
Total Sections: 9
Number of Videos: 27
Total Training Time: 3 hours 57 minutes
Total Test Questions: 60
Grade need to pass: 75%
Total Test Time: 90 minutes
Additional Requirements: None
My Take:
While this certification is designed to be used with HubSpot, it's a great set of lessons for any email marketer. With key concepts like email deliverability, lead nurturing, and email analytics, you'll be able to learn best practices for development and implementing email marketing. I wish everyone would take this certification. I'm so tired of so many bad email campaigns. I'm tired of having to unsubscribe from so many emails because too many companies still treat email as an outbound tactic instead of an inbound tactic. Yes, there is a right way and a wrong way to do email. Chances are high, you are doing it wrong.
Ideal Audience:
Anyone who is interested in development email marketing campaigns should take the certification. You should consider being Inbound certified before you take this certification.
Back to Main List Still Need Help?Classification: Certificate of Completion
Who Can Take It: Agency Partners
HubSpot's Description:
The Delivering Client Success course will help you improve your client delivery process. In addition to the on-demand videos, you’ll receive resources such as templates and questionnaires to help you put what you learn into practice.
Total Sections: 1
Number of Videos: 12
Total Training Time: 55 minutes
Total Test Questions: 20
Grade need to pass: 75%
Total Test Time: 60 minutes
Additional Requirements: None
My Take:
Knowing how to provide services to your clients is critical to success as an agency. This is a great precursor to the Client Management coursework. I feel there are two ways to approach client success. The most common approach is very tactical. Most agencies provide a list of services (a certain number of blog posts or social posts per month, a certain number of hours in SEO work, etc.). The most successful agencies thing more strategically about delivering client success. This coursework helps you to think strategically about campaign development and client management. It's a great start to begin thinking proactively for your client work.
Ideal Audience:
Account managers who are responsible for managing clients at an agency should be certified. I would recommend this as early in their career with your agency but after Inbound and HubSpot Marketing Software certifications.
Back to Main List Still Need Help?Classification: Certificate of Completion
Who Can Take It: Agency Partners
HubSpot's Description:
The Developing a Sales Plan course will teach you how to put together a focused and actionable sales plan. In addition to the on-demand videos, you’ll receive resources such as templates and example plans to help you put what you learn into practice.
Total Sections: 1
Number of Videos: 12
Total Training Time: 31 minutes
Total Test Questions: 20
Grade need to pass: 75%
Total Test Time: 60 minutes
Additional Requirements: None
My Take:
This is a great course for agency sales professionals that are new or experienced. It will be much easier for those that have experience. In our agency, using the tools HubSpot provides for this coursework is very effective in helping you understand how to target potential customers and create a plan to help those potential customers through the buyer's journey. You should take the Inbound Sales certification before you start this coursework.
Ideal Audience:
Agency sales professionals who have completed their Inbound Sales certification should work through this. The sooner you work through this the sooner you'll be successful in your sales efforts.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
Content marketing is the foundation for executing an effective inbound marketing strategy. This content marketing certification course will teach you how storytelling, content creation, repurposing, and promotion come together to build a content marketing machine that grows your business, and your career.
Total Sections: 11
Number of Videos: 35
Total Training Time: 4 hours 22 minutes
Total Test Questions: 60
Grade need to pass: 75%
Total Test Time: 90 minutes
Additional Requirements: None
My Take:
The old adage of content is king is still true today even though some may not still agree with it. This certification will help you understand how to build a stronger content marketing strategy for your web marketing. The concepts in this certification are a little dated only because new strategies are coming out that are more effective. However, this is a great foundation for marketers that are focused on the content side of marketing. It is not dependent on HubSpot software so you don't need to understand HubSpot to do well here. You might need to understand a little of HubSpot terminology but it's pretty agnostic to technology.
Ideal Audience:
Writers for marketing teams, departments, or agencies should complete this certification.
Back to Main List Still Need Help?Classification: Certificate of Completion
Who Can Take It: Agency Partners
HubSpot's Description:
The Delivering Sales Services course will teach you how to offer sales services as a way to deliver strong ROI to your clients and increase your retainers. In addition to the on-demand videos, you’ll see examples of HubSpot Agency Partners doing this successfully. Each class is full of actionable tips and processes you can make your own.
Total Sections: 1
Number of Videos: 9
Total Training Time: 1 hour 7 minutes
Total Test Questions: 20
Grade need to pass: 75%
Total Test Time: 60 minutes
Additional Requirements: None
My Take:
As an agency, if you plan on selling sales services to your clients, you should plan on completing this coursework. It's very rudimentary and won't give you a strong methodology for delivering these services but will give you a good foundation. There will be a lot that you'll still have to figure out if you aren't strong in sales training or sales services already. You should complete Sales Enablement and Selling Sales Services before completing this certification. In my opinion, Delivering Sales Services and Selling Sales Services probably shouldn't be two different sets of coursework but instead one certification.
Ideal Audience:
Agency professionals who are focused on delivering sales enablement services should complete this certification.
Back to Main List Still Need Help?Classification: Certificate of Completion
Who Can Take It: Agency Partners
HubSpot's Description:
The Selling Sales Services course will teach you how to package, price, and sell sales services to your existing clients. In addition to the on-demand videos, you’ll see examples of HubSpot Agency Partners doing this successfully. Each class is full of actionable tips and processes you can make your own.
Total Sections: 1
Number of Videos: 7
Total Training Time: 50 minutes
Total Test Questions: 20
Grade need to pass: 75%
Total Test Time: 60 minutes
Additional Requirements: None
My Take:
This is a good start to selling sales services at your agency. I think there is so much more to this than this coursework discusses so you'll have a lot of work before you are actually ready to sell sales services. You'll have to make adjustments based on how you want to incorporate these sales services and have talent on staff to fulfill. You should complete this coursework after you have completed Sales Enablement.
Ideal Audience:
Agency leaders who would like to sell sales services should first complete these coursework. If you plan on selling these then each of your sales reps should complete it.
Back to Main List Still Need Help?Classification: Certificate of Completion
Who Can Take It: Agency Partners
HubSpot's Description:
The Client Management course will teach you how to effectively manage your clients during each lifecycle stage - from onboarding to upselling. In addition to the on-demand videos, you'll see examples of HubSpot Agency Partners doing this successfully. Each class if full of actionable tips and processes you can make your own.
Total Sections: 1
Number of Videos: 15
Total Training Time: 1 hour 29 minutes
Total Test Questions: 20
Grade need to pass: 75%
Total Test Time: 60 minutes
Additional Requirements: None
My Take:
The client lifecycle model that HubSpot introduces here is a great model for understanding how to work with clients through the duration of the agency contract with them. I believe that this coursework goes hand-in-hand with Delivering Client Success. If you are doing a great job delivering success to your client then managing your client with the concepts here are made so much easier.
Ideal Audience:
Account managers in agencies should complete this coursework after the completion of Delivering Client Success. If your agency sales rep is responsible for the renewal process, then your agency sales rep should also complete this coursework.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Anyone
HubSpot's Description:
The Sales Enablement Certification will teach you how to develop a marketing-driven sales enablement strategy. This course was designed with marketing managers in mind, but other marketers as well as sales leaders can benefit from learning the principles involved in this approach to sales enablement. This course is made up of 12 classes and a 60-question exam.
Total Sections: 5
Number of Videos: 40
Total Training Time: 4 hours 23 minutes
Total Test Questions: 60
Grade need to pass: 75%
Total Test Time: 75 minutes
Additional Requirements: None
My Take:
Sales enablement is different than sales training. As HubSpot is a marketing company, this has been a challenge for HubSpot to develop. I had the opportunity to participate in the initial discussion developing this concept a couple of years ago. I think this certification is a pretty strong start to helping sales teams sell more efficiently and tying them to the marketing team. In order to see success from this certification, you need to commit that your sales and marketing teams will work together on Inbound Marketing and Inbound Sales approaches. Don't take this lightly. It's a harder concept than you think because it's going to challenge how sales and marketing think about each other.
Ideal Audience:
Marketing and Sales leaders who want to gain the greatest level of success in enabling their sales team should be certified.
Back to Main List Still Need Help?Classification: Certification
Who Can Take It: Approved HubSpot Trainers
HubSpot's Description:
This course will introduce you to the world of training. Throughout each lesson, you’ll learn why the concept is important and how to apply it to your own business, and you’ll see some real-life examples of what this looks like. Our goal is to help you become an effective and engaging trainer. You’ll learn the fundamentals of training, how to create and deliver training, and how to implement training services at your agency. By the end of this course, you’ll be able to teach inbound and HubSpot like the pros.
Total Sections: 3
Number of Videos: 44
Total Training Time: 3 hours 5 minutes
Total Test Questions: 60
Grade need to pass: 75%
Total Test Time: 120 minutes
Additional Requirements: You must be accepted as a HubSpot trainer before this certification is available to you. You will have to commit to have your Inbound and HubSpot Marketing Software Certification to maintain the certification. You need to be a Gold or better Agency Partner to apply. You'll need to submit a practicum to demonstrate you understand these items.
My Take:
I think the requirements to be a HubSpot Certified Trainer is too simple. The practicum took me a few hours to complete but that wasn't the problem. My concern is that you only need to have Inbound and HubSpot Marketing Software certifications. I feel that if you are going to be trainer, you should be held to a higher standard. As I mentioned in my take on the HubSpot Marketing Software certification, completing a certification does not make you a power user. There is so much more to these concepts than just completing the certification.
The intent of this certification is that agency partners will start selling training services. They teach one style of training and instruction that may not truly apply to many instructors. Their methodology of training does not fit well with what I have seen successful. I think it's a good start on helping agency partners begin offering training services but I think it has a long way to go before it's amazing.
If you choose to hire a HubSpot Certified Trainer to teach you, make sure that you look at all their certifications and how those certifications apply to what you need to learn. If they are only certified in the minimum number of areas then they likely won't have enough cross-area understanding to truly build a training program that fits for you.
Ideal Audience:
HubSpot gold agency partners or better who are skilled at teaching should apply for this program. I wouldn't recommend it for someone that is interested in learning how to create trainings… even though you might get accepted. Develop your talent in training first then apply.
Back to Main List Still Need Help?Oh, I know. This was honkin' long. Hopefully it's been helpful for you to get a sense for the different certifications from HubSpot Academy in one quick guide. But, there is likely a lot of questions you still have. So, I've got two options for you.
If you just have some basic questions on a certain certification (or if you think I've made a mistake) drop a note in the comments below.
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