With HubSpot Academy, HubSpot asserted itself as the authority in digital marketing education, offering marketers and business people courses, projects, certifications, and software training. But does HubSpot Academy’s badge of honor mean anything in the digital marketing world? More importantly, will it provide you with knowledge and actionable advice? We decided to find out and look into the lessons and people’s experiences.
HubSpot is one of the household names of inbound marketing, a tricky strategy that evolved out of the need to reach an ever-growing number of people who avoid classic advertising. It aims to attract customers spontaneously through branding, search engine optimization and high-quality, relevant content. HubSpot boasts a palette of tools and features that can help your business with all of these strategies – but it also utilizes the very same inbound marketing with its own customers. Want to know how? Enter HubSpot Academy!
Most of Hubspot Academy’s video training lessons are reserved for beginners, marketers who feel they should brush up on their knowledge, or people who simply need some quick tips on a specific strategy or tool.
There are more than 150 videos on topics like agency, contact management, content marketing, conversational strategy, customer service, search engine optimization, social media, website design, email marketing, inbound sales, lead generation, marketing automation, and sales enablement. Long story short – HubSpot Academy’s got you covered on anything you may need to know as a person who is looking to grow a business online.
The lessons’ duration ranges between 8 minutes and a full hour – but most are around 25 minutes long. However, these tutorials do not come down to dull sitting in front of the computer screen – in fact, they are as interactive as video lessons can get. They are separated into several steps and videos, allowing you to organize the time you’ll spend on lectures.
You can adjust play speed and kick it up a notch if you want to save some time. You can also track your progress through the tutorial in the sidebar.
After each step, there is a quiz to make sure you’re following before you move to the next chapter.
After you are walked through the theoretical part, the professor moves on to a tool walkthrough, showing you how to utilize HubSpot to put the lesson into action.
The lesson ends with a detailed HubSpot article. After you finish reading it, HubSpot Academy records your overall progress.
If you are a total beginner, after digging a little deeper, you can find a Fundamentals series covering all relevant spheres of inbound marketing. If you are more experienced and looking for some actionable advice, latest HubSpot Academy’s additions seek to cover those.
This section follows a similar format, minus the quizzes and plus more newbie friendly content. The training ends with a detailed user guide.
Beginners who moved through the fundamentals in the training section.
These are courses and certificates offered by HubSpot Academy at the moment.
If you are an experienced marketer looking for a quick certificate without lessons, you can start the lesson and go directly to the exam. However, it is strongly recommended to go through an entire tutorial, because the tests will be shaped along the lines of HubSpot’s specific approach to marketing.
We took the Content Marketing Certification course as an example. While lessons are presented by one of HubSpot Academy’s professors, courses usually have contributions from the entire team. This is the Content Marketing course curriculum.
As you can see, it will take a bit more time than lessons, but if you are short on time, one afternoon will be enough.
Once you are done with the course, you can move on to the exam.
You have three hours to finish it – you pass only if more than 80% of your answers are correct.
Inbound Marketing Certification, which is probably the most popular and best-regarded course from HubSpot Academy, is somewhat less complicated than the content marketing one, and you can complete it in 3 hours.
The passing rate for certification test is around 44 percent, so don’t think it’s going to be an easy ride. Moreover, HubSpot Academy’s certification requires recertification every two years. And this is a good thing – because it offers marketers something to keep them on their toes.
It seems that once in a blue moon, things that aren’t too good to be true. HubSpot Academy is just good – at least that’s what the numbers say. So far, more than 100,000 people took HubSpot certification courses, and the Academy holds a 4.7/5 rating on G2 Crowd, based on 89 reviews. HubSpot Academy did not receive any scores lower than 3. Why is that so?
First, let’s talk about the financial value – most HubSpot certifications come for free, so you definitely are not losing money even if a lesson or a course turn out to be a flop for you. Second, HubSpot Academy offers high-quality content, good videos, user- and learning-friendly navigation and approach. Among the users, there is a consensus that HubSpot Academy helped them get results – and while none of them felt that cons outweighed the pros, certification tests received some criticism. Some of these comments were edited for length and clarity.
“What I like best is the fact that I have significantly increased my earning potential since I have gotten the certifications and started using the software.” (Devyn B.)
“Using the Academy has given me the knowledge and tools to get better and better at my job, gain new customers and really understand the Inbound ecosystem.” (Chris G.)
“HubSpot Academy provided me with a free knowledge base as well as a universally recognized certification that I can showcase as a part of my CV. When working with my clients I find a lot of them have a traditional marketing mentality. By introducing them to Inbound Marketing they are able to take steps to make them closer and more empathetic to their audience.” (Christina G.)
“The marketing funnel model discussed in the inbound marketing certification was extremely useful in our company. It helped us structure our marketing and sales processes better with visible results.” (Yogita M.)
“Because HubSpot’s tools are so robust, the software certifications really only seem to talk about what the software CAN do rather than HOW to do it. However, their knowledge articles typically fill many of those gaps.” (Carina D.)
“I think that sometimes the questions could have more than one right answer, depending on the situation.” (Elise Karlsen B.)
“It would be useful to know exactly what questions one got wrong when passing a certification. If there are certain areas we need to focus on it is great to know what we need to read up on more.” (Ingunn B.)
“The videos can be a bit cheesy, and there are some lessons where I feel like the topics aren’t covered completely. And if you wish to become certified in the courses you take, the tests at the end can be a bit long. There are also parts of the tests where I felt like the questions were not covered during the lessons.” (Aubree J.)
The best thing you can learn from HubSpot isn’t stated in any particular lesson – HubSpot Academy itself is the lesson you should learn.
“The academy was so good that it didn’t just entice me to buy the HubSpot software. It changed how I look at everything I do when I create content,” John Siracusa, host of Bank on It podcast wrote in his review of HubSpot Academy. “It didn’t just change the software I use for marketing automation, it fundamentally changed me and the way I view marketing as a whole.”
Basically, this customer’s journey is an ABC of the inbound marketing – without being disruptive or pushy, without trying to sell the product and seal the deal immediately, HubSpot opted for attracting a potential customer with high-quality, readily-available, relevant content. The experience was good, but it was more than just a purchase – HubSpot successfully asserted its brand and philosophy on this customer. Furthermore, HubSpot Academy helped HubSpot generate word-of-mouth.
“Recently I started mentoring startups at TechStars and for them, I don’t just passively recommend the Hubspot Academy, I make it a requirement,” Siracusa added.
HubSpot Academy is a perfect example of deepening and nurturing the relationship with the existing and potential customers, asserting authority and your own vision of successful marketing. On top of the lessons you should take – this one is the one you should keep on your mind at all times.