Why this matters:
Whether the objective is greater traffic, more followers, a higher open rate, or closed wins, the success of nearly every marketing campaign can be measured in numbers. This question evaluates the candidate’s familiarity with campaign metrics, which can help reveal how effective they are. It also gives the candidate a chance to brag a little about past successes.
What to listen for:
- An explanation of what a successful marketing campaign entails
- An understanding of key metrics that indicate the effectiveness of a given campaign
- Past examples of successful campaigns
Why this matters:
Depending on the product or service your company sells, a marketing specialist should be able to recommend ideal marketing channels at various stages of the buying funnel. This question gives you an opportunity to hear their thinking — and understand their familiarity with different campaigns.
What to listen for:
- An understanding of how to utilize multiple channels to boost visibility
- An ability to identify which channels are most effective for different audiences
- Demonstrated experience in promoting a company’s product or service with measurable results
Why this matters:
A marketing campaign would typically improve visibility (through say SEO, ads, PR, or other brand awareness campaigns) or increase conversions. By choosing a type of campaign to ask about, the candidate should be able to talk through some tactics for increasing conversion rates.
What to listen for:
- A strong understanding of the levers behind successful campaigns of the type mentioned
- A clear explanation of how these levers might make a difference
- Previous experience with adjusting campaigns for better results
Why this matters:
All perspectives are valuable, whether related to marketing tactics, overall strategies, or a finer point of execution. This question evaluates how the candidate behaves in the face of internal conflict; it may reveal whether the candidate prefers to play the role of mediator, maverick, or somewhere in between. It can also shed light on the types of strategies the candidate prefers.
What to listen for:
- Open-mindedness and resilience
- Clarity of reasoning
- An ability to facilitate productive discussions and resolve conflict
Why this matters:
Sometimes, no matter how well a campaign is planned out, the anticipated outcome falls short. In the face of disappointment, it’s noteworthy if a marketing specialist can reflect humbly and strategize proactively, learning from past mistakes to reach better results in the future.
What to listen for:
- A sense of ownership or accountability, if applicable
- The willingness to understand and learn
- Enthusiasm about testing refined tactics in the future
Why this matters:
For a marketing specialist to implement effective marketing strategies, they must first understand the needs of their user or customer base. This might include performing market research firsthand — or working with an outside market research specialist or agency. This question will shed light on the candidate’s process, as well as the quality and accuracy of their evaluation.
What to listen for:
- The ability to set up an effective research inquiry
- A belief in the importance of market research
- Demonstrated experience in facilitating or performing market research
Why this matters:
The marketing industry is constantly changing, with new technologies, channels, and other trends shifting with each passing year. It’s important for marketing specialists to feel intrigued by and passionate about their chosen industry. This question helps reveal the candidate’s level of fluency and interest in the field.
What to listen for:
- A practice of listening to marketing podcasts, attending related webinars, or reading blogs and media
- A preferred area of interest
- An explanation of a few current marketing trends — especially as relevant to your company
Why this matters:
Good marketing specialists are organized, efficient, and productive. These traits impact their work — particularly if the candidate would be coordinating or running any marketing campaigns. A strong candidate will mention the use of tools like project management software, attention to timelines and other details, and the ability to set and manage clear expectations across teams.
What to listen for:
- A mention of one or two relevant project management tools
- A strong drive toward completion
- The willingness to distribute responsibilities to fellow team members
Why this matters:
Marketing specialists tend to work with others, including internal stakeholders, leadership, other marketing colleagues, and various vendors. As a result, they should be able to communicate and collaborate effectively, compromising and standing up for their opinions when needed. The answer to this question will shed light on the candidate’s belief in synergy and teamwork.
What to listen for:
- A demonstrated ability to partner effectively with different types of people
- A description of the candidate’s approach to collaboration
- A willingness to step up and help out where needed
Contact a sales specialist.