Interview Guide for

Demand Generation Specialist

This comprehensive interview guide is designed to help hiring teams evaluate Demand Generation Specialist candidates through a structured series of interviews and assessments. The guide includes a screening interview, campaign strategy work sample, hiring manager interview, and behavioral interviews that systematically evaluate candidates' capabilities, experience, and potential for success in the role.

How to Use This Guide

Review the entire guide before beginning interviews to understand the evaluation process and customize questions as needed. Each interview section includes specific directions for both interviewers and candidates, along with detailed scoring criteria to ensure consistent evaluation.

For additional guidance on specific aspects of the interview process, we've included links to relevant resources throughout. You can also browse our extensive library of alternative interview questions to customize the guide while maintaining the structured format.

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Job Description

🎯 Position Overview

We're seeking a Demand Generation Specialist to drive marketing campaigns and pipeline growth through data-driven experimentation and execution. This role combines analytical thinking, creative campaign development, and cross-functional collaboration.

🏢 About [Company]

[Company description - 2-3 sentences about company mission and culture]

💼 Core Responsibilities

Design and execute multi-channel demand generation campaigns
Run data-driven experiments to optimize campaign performance
Create scalable, repeatable campaign frameworks
Manage end-to-end execution of webinar, direct mail, and email campaigns
Analyze campaign metrics and provide actionable insights
Partner with Sales and SDR teams to maximize pipeline impact

🌟 What Success Looks Like

Consistently achieving or exceeding MQL and pipeline targets
Developing innovative, successful campaign strategies
Building effective cross-functional partnerships
Demonstrating measurable improvement in campaign performance
Creating scalable, repeatable marketing programs

📋 Required Capabilities

Demonstrated experience running successful B2B marketing campaigns
Strong analytical and data interpretation skills
Excellent project management abilities
Clear communication and stakeholder management skills
Experience with marketing automation platforms

💫 Key Attributes

Data-driven mindset
Creative problem-solver
Strong written communication
Natural curiosity
Results-oriented
Collaborative team player

📍 Location

[Location / Remote Options]

💰 Compensation

[Salary Range + Benefits Overview]

Internal Use Sections

Role Overview

This position requires someone who can balance analytical thinking with creative execution while maintaining strong cross-functional relationships. The role focuses on driving measurable business impact through marketing initiatives.

Essential Behavioral Competencies

Analytical Problem-Solving
Creative Thinking
Project Management
Stakeholder Management
Learning Agility

Example Goals for Role

Achieve [X]% of quarterly MQL targets
Maintain [X]% MQL-to-opportunity conversion rate
Launch [X] successful new campaign frameworks per quarter
Improve campaign performance metrics by [X]% quarter over quarter

Ideal Candidate Profile

Demonstrated ability to drive marketing results
Strong analytical and data interpretation capabilities
Experience managing complex projects
Excellent communication skills
Located in [location] or willing to relocate
Demonstrates intellectual curiosity
Track record of cross-functional collaboration success

Screening Interview

Directions for the Interviewer

This initial screening interview is crucial for quickly assessing if a candidate should move forward in the process. Focus on work eligibility, cultural fit, performance history, and key skills. Getting details on past performance early is essential. Ask all candidates the same questions to ensure fair comparisons.

Directions to Share with Candidate

"I'll be asking you some initial questions about your background and experience to determine fit for our Demand Generation Specialist role. Please provide concise but thorough answers. Do you have any questions before we begin?"

Interview Questions

1. Are you legally authorized to work in [country] without sponsorship?

Guidance for Interviewer:Areas to Cover:

Confirm work eligibility status
Any visa or work permit requirements

Possible Follow-up Questions:

When does your current work authorization expire?
Are there any restrictions on your ability to work?

2. Tell me about your most recent demand generation role and your typical campaign performance metrics.

Guidance for Interviewer:Areas to Cover:

Relevance of past experience
Quantifiable results
Types of campaigns managed

Possible Follow-up Questions:

What was your MQL target and how did you perform against it?
How many campaigns did you typically manage simultaneously?
What was your average MQL-to-opportunity conversion rate?

3. What interests you most about this Demand Generation Specialist role at our company?

Guidance for Interviewer:Areas to Cover:

Knowledge of company/product
Alignment with role expectations
Career motivations

Possible Follow-up Questions:

What do you know about our target market and typical customers?
How does this role fit into your long-term career goals?
What excites you most about B2B demand generation?

4. Walk me through your process for designing and executing a multi-channel demand generation campaign.

Guidance for Interviewer:Areas to Cover:

Structured campaign methodology
Data-driven approach
Cross-functional collaboration

Possible Follow-up Questions:

How do you typically determine which channels to use?
What tools or resources do you leverage throughout the process?
How do you measure and optimize campaign performance?

5. Tell me about your biggest demand generation achievement in the past year.

Guidance for Interviewer:Areas to Cover:

Quantifiable results
Strategic approach
Obstacles overcome

Possible Follow-up Questions:

What was your target and by how much did you exceed it?
What specific strategies led to your success?
How did you apply learnings from this achievement to future campaigns?

6. How do you stay current on industry trends and continuously improve your demand generation skills?

Guidance for Interviewer:Areas to Cover:

Learning agility
Self-motivation
Industry knowledge

Possible Follow-up Questions:

What marketing blogs, podcasts, or resources have you found most valuable?
Have you attended any recent marketing conferences or trainings?
How do you apply new learnings to your campaign strategies?

7. What questions do you have about the role or our company?

Guidance for Interviewer:Areas to Cover:

Depth of candidate research
Genuine interest in role
Thoughtfulness of questions

Possible Follow-up Questions:

What excites you most about potentially joining our team?
Is there anything that gives you hesitation about the role?

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Interview Scorecard

Work Eligibility

0: Not Enough Information Gathered to Evaluate
1: Not eligible to work without sponsorship
2: Eligible with significant restrictions
3: Eligible with minor restrictions
4: Fully eligible without restrictions

Relevant Demand Generation Experience

0: Not Enough Information Gathered to Evaluate
1: No B2B demand generation experience
2: Some demand generation experience but in unrelated industry
3: 2-3 years of relevant B2B demand generation experience
4: 3+ years of highly relevant B2B demand generation experience

Performance History

0: Not Enough Information Gathered to Evaluate
1: Consistently misses targets
2: Occasionally meets targets
3: Consistently meets targets
4: Consistently exceeds targets by significant margin

Campaign Process Knowledge

0: Not Enough Information Gathered to Evaluate
1: Unable to articulate coherent campaign process
2: Basic understanding of campaign process
3: Clear, structured approach to multi-channel campaigns
4: Highly sophisticated, data-driven campaign methodology

Cultural Fit

0: Not Enough Information Gathered to Evaluate
1: Poor alignment with company values and culture
2: Some misalignment with company values and culture
3: Good alignment with company values and culture
4: Excellent alignment and enthusiasm for company culture

Learning Agility

0: Not Enough Information Gathered to Evaluate
1: No evidence of continuous learning
2: Some effort towards skill development
3: Consistent focus on improvement and industry knowledge
4: Passionate self-learner with innovative approaches to development

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

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Work Sample: Campaign Strategy Presentation

Directions for the Interviewer

This work sample assesses the candidate's ability to develop and present a strategic demand generation campaign. Provide the candidate with background information on a target customer segment and your product/service. Evaluate their preparation, strategic thinking, creativity, and ability to articulate a data-driven approach.

Best practices:

Give the candidate 24-48 hours to prepare before the presentation
Limit the presentation to 20 minutes with 10 minutes for Q&A
Take notes on specific ideas and strategies presented
Provide a brief opportunity for the candidate to self-reflect after the exercise

Directions to Share with Candidate

"For this exercise, you'll develop and present a strategic demand generation campaign targeting [specific customer segment] for our [product/service]. You'll have [24-48] hours to prepare a 20-minute presentation outlining your campaign strategy. Your presentation should include:

Campaign objectives and KPIs
Target audience analysis
Multi-channel approach (at least 3 channels)
Content strategy
Timeline and budget allocation
Measurement and optimization plan

We'll follow the presentation with 10 minutes of Q&A. Please be prepared to explain your rationale and how you would adapt the strategy based on different scenarios. Do you have any questions?"

Provide the candidate with:

Brief overview of your product/service
Target customer segment profile
Any relevant background information or constraints

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Lacks clear strategy or alignment with business goals
2: Basic strategy with some alignment to objectives
3: Well-developed strategy clearly aligned with business goals
4: Innovative, comprehensive strategy exceeding expectations

Data-Driven Approach

0: Not Enough Information Gathered to Evaluate
1: No evidence of data usage in strategy development
2: Basic incorporation of data in some aspects of the strategy
3: Strong data-driven approach throughout the campaign
4: Exceptional use of data with clear plans for ongoing optimization

Creativity

0: Not Enough Information Gathered to Evaluate
1: Lacks originality, relies entirely on standard tactics
2: Some creative elements, but mostly conventional approach
3: Creative, engaging campaign ideas aligned with target audience
4: Highly innovative approach with potential to significantly outperform standard campaigns

Multi-Channel Integration

0: Not Enough Information Gathered to Evaluate
1: Poor channel selection or lack of integration
2: Basic multi-channel approach with limited integration
3: Well-integrated multi-channel strategy
4: Sophisticated, seamless integration across channels with clear rationale

Measurement and Optimization Plan

0: Not Enough Information Gathered to Evaluate
1: Lacks clear measurement or optimization strategy
2: Basic measurement plan with limited optimization strategies
3: Comprehensive measurement and optimization plan
4: Advanced measurement and optimization strategy with clear feedback loops

Presentation Skills

0: Not Enough Information Gathered to Evaluate
1: Poor communication, unclear or disorganized
2: Adequate communication with some areas for improvement
3: Clear, engaging presentation of ideas
4: Exceptional presentation skills, articulates complex ideas with clarity and enthusiasm

Goal: Achieve [X]% of quarterly MQL targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Maintain [X]% MQL-to-opportunity conversion rate

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Launch [X] successful new campaign frameworks per quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Improve campaign performance metrics by [X]% quarter over quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Hiring Manager Interview

Directions for the Interviewer

This interview focuses on the candidate's relevant work history and performance. Ask the following questions for each relevant previous role, adapting as needed for time and the number of relevant roles. Ask all questions on the most recent or most relevant role. Probe for specific examples and quantifiable results. Pay attention to the progression of responsibilities and achievements across roles.

Directions to Share with Candidate

"I'd like to discuss your relevant work experience in more detail. We'll go through each of your previous roles, focusing on your responsibilities, achievements, and lessons learned. Please provide specific examples and metrics where possible."

Interview Questions

1. What were your main responsibilities in this role?

Guidance for Interviewer:Areas to Cover:

Scope of role
Types of campaigns managed
Team structure and interactions

Possible Follow-up Questions:

How did your responsibilities evolve over time?
What was the most challenging aspect of the role?
How did this role prepare you for your next career step?

2. What were your key performance metrics and how did you perform against them?

Guidance for Interviewer:Areas to Cover:

Specific MQL and pipeline targets
Performance relative to peers
Consistency of achievement

Possible Follow-up Questions:

What strategies did you use to consistently meet/exceed your targets?
How did you recover from any periods of underperformance?
What tools or resources were most helpful in tracking and improving your performance?

3. Tell me about your most significant demand generation achievement in this role.

Guidance for Interviewer:Areas to Cover:

Campaign scope and complexity
Cross-functional collaboration
Unique challenges overcome

Possible Follow-up Questions:

What was your specific role in developing and executing this campaign?
How did you navigate any obstacles or resource constraints?
What lessons from this achievement have you applied to subsequent campaigns?

4. Describe a time when a campaign didn't perform as expected. What happened and what did you learn?

Guidance for Interviewer:Areas to Cover:

Ability to self-reflect
Lessons learned and applied
Resilience and adaptability

Possible Follow-up Questions:

How did you handle the disappointment personally and with your team?
What specific changes did you make to your approach after this experience?
How have you used this experience to coach or mentor others?

Interview Scorecard

Relevant Experience

0: Not Enough Information Gathered to Evaluate
1: Limited relevant experience
2: Some relevant experience but gaps in key areas
3: Strong relevant experience aligned with role requirements
4: Extensive highly relevant experience exceeding role requirements

Performance History

0: Not Enough Information Gathered to Evaluate
1: Consistently underperformed against targets
2: Occasionally met targets with inconsistent performance
3: Consistently met or exceeded targets
4: Consistently top performer, significantly exceeding targets

Campaign Complexity

0: Not Enough Information Gathered to Evaluate
1: Primarily simple, single-channel campaigns
2: Some experience with moderately complex campaigns
3: Proven success with complex, multi-channel campaigns
4: Exceptional track record with highly strategic, innovative campaigns

Learning and Adaptability

0: Not Enough Information Gathered to Evaluate
1: Struggles to adapt or learn from experiences
2: Shows some ability to learn and adapt
3: Demonstrates good self-awareness and applies lessons learned
4: Highly self-aware with clear examples of continuous improvement and adaptation

Goal: Achieve [X]% of quarterly MQL targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Maintain [X]% MQL-to-opportunity conversion rate

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Launch [X] successful new campaign frameworks per quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Improve campaign performance metrics by [X]% quarter over quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Behavioral Competency Interview

Directions for the Interviewer

This interview assesses the candidate's behavioral competencies critical for success in the Demand Generation Specialist role. Ask all candidates the same questions, probing for specific examples and details about the situation, actions taken, results achieved, and lessons learned. Avoid hypothetical scenarios and focus on past experiences.

Directions to Share with Candidate

"I'll be asking you about specific experiences from your past that relate to key competencies for this role. Please provide detailed examples, including the situation, your actions, the outcomes, and what you learned. Take a moment to think before answering if needed."

Interview Questions

1. Tell me about a time when you had to quickly adapt your campaign strategy due to unexpected changes in the market or competitive landscape. (Adaptability, Analytical Problem-Solving)

Guidance for Interviewer:Areas to Cover:

Nature of the change and its impact
Process for reassessing the situation
Specific adjustments made to strategy
Outcome and lessons learned

Possible Follow-up Questions:

How did you communicate the change in strategy to stakeholders?
What data or insights did you use to inform your decision?
How has this experience influenced your approach to future campaigns?

2. Describe a situation where you had to manage multiple campaigns simultaneously while maintaining high performance standards. How did you approach this challenge? (Project Management, Learning Agility)

Guidance for Interviewer:Areas to Cover:

Scope and complexity of competing priorities
Strategies for time management and organization
Communication with stakeholders
Results achieved across multiple campaigns

Possible Follow-up Questions:

What tools or systems do you use to stay organized?
How do you decide when to delegate or seek support?
Can you give an example of a time when you had to make a difficult prioritization decision?

3. Give me an example of how you've used data analysis to uncover a new opportunity or optimize an existing campaign. (Analytical Problem-Solving, Creative Thinking)

Guidance for Interviewer:Areas to Cover:

Sources of data used
Analysis process
How insights were translated into action
Results achieved

Possible Follow-up Questions:

How do you balance data-driven decisions with creative intuition?
What tools or resources do you find most valuable for data analysis?
How have you shared your approach with teammates or mentored others in this area?

Interview Scorecard

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Struggles to adapt to changing circumstances
2: Can adapt when given clear direction
3: Proactively adjusts approach based on new information
4: Thrives in dynamic environments, driving positive change

Analytical Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Struggles to analyze data or solve complex problems
2: Can solve basic problems with some guidance
3: Effectively analyzes data and solves complex problems
4: Exceptional analytical skills, consistently finding innovative solutions

Project Management

0: Not Enough Information Gathered to Evaluate
1: Difficulty managing multiple projects or priorities
2: Manages simple projects adequately
3: Effectively manages complex projects and competing priorities
4: Exceptional project management skills, consistently delivering high-quality results

Learning Agility

0: Not Enough Information Gathered to Evaluate
1: Resistant to learning new skills or approaches
2: Learns new concepts when required
3: Actively seeks out learning opportunities and applies new knowledge
4: Demonstrates exceptional learning agility, quickly mastering and applying new concepts

Creative Thinking

0: Not Enough Information Gathered to Evaluate
1: Relies solely on conventional approaches
2: Occasionally generates new ideas
3: Regularly develops creative solutions to challenges
4: Consistently generates innovative, out-of-the-box ideas that drive results

Goal: Achieve [X]% of quarterly MQL targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Maintain [X]% MQL-to-opportunity conversion rate

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Launch [X] successful new campaign frameworks per quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Improve campaign performance metrics by [X]% quarter over quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Skip Level Behavioral Interview

Directions for the Interviewer

This interview further assesses the candidate's behavioral competencies from a different perspective. Ask all candidates the same questions, probing for specific examples and details about the situation, actions taken, results achieved, and lessons learned. Avoid hypothetical scenarios and focus on past experiences.

Directions to Share with Candidate

Interview Questions

1. Tell me about a time when you had to persuade a skeptical stakeholder to support a new campaign idea or approach. How did you handle this challenge? (Stakeholder Management, Communication Skills)

Guidance for Interviewer:Areas to Cover:

Initial objections or skepticism
Research and preparation
Tailoring of message and approach
Outcome and follow-up

Possible Follow-up Questions:

How did you identify the stakeholder's key priorities and concerns?
What data or evidence did you leverage to build your case?
How has this experience shaped your approach to stakeholder management?

2. Describe a situation where you identified an opportunity to significantly improve a process or campaign framework. What steps did you take to implement this improvement? (Creative Thinking, Project Management)

Guidance for Interviewer:Areas to Cover:

Identification of improvement opportunity
Development of solution or new approach
Implementation and change management
Measurable impact on performance

Possible Follow-up Questions:

How did you gain buy-in from leadership and team members?
What challenges did you encounter during implementation and how did you overcome them?
How have you continued to iterate on this improvement over time?

3. Give me an example of how you've contributed to fostering a data-driven culture within your team or organization. (Analytical Problem-Solving, Learning Agility)

Guidance for Interviewer:Areas to Cover:

Initial state of data usage in the team/organization
Specific initiatives or changes implemented
Strategies for encouraging adoption
Impact on decision-making and results

Possible Follow-up Questions:

How did you handle resistance to change?
What tools or training did you introduce to support this cultural shift?
How do you balance data-driven decision making with other factors like intuition or experience?

Interview Scorecard

Stakeholder Management

0: Not Enough Information Gathered to Evaluate
1: Struggles to manage stakeholder relationships effectively
2: Manages straightforward stakeholder relationships adequately
3: Effectively manages complex stakeholder relationships
4: Exceptional at building and leveraging stakeholder relationships to drive results

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Difficulty expressing ideas clearly or tailoring message
2: Communicates adequately in most situations
3: Articulates ideas clearly and adapts style effectively
4: Exceptional communicator, inspiring and engaging all audiences

Creative Thinking

0: Not Enough Information Gathered to Evaluate
1: Relies solely on conventional approaches
2: Occasionally generates new ideas
3: Regularly develops creative solutions to challenges
4: Consistently generates innovative, out-of-the-box ideas that drive results

Project Management

0: Not Enough Information Gathered to Evaluate
1: Difficulty managing projects or implementing changes
2: Manages simple projects adequately
3: Effectively manages complex projects and change initiatives
4: Exceptional project management skills, consistently delivering high-impact improvements

Analytical Problem-Solving

0: Not Enough Information Gathered to Evaluate
1: Struggles to analyze data or solve complex problems
2: Can solve basic problems with some guidance
3: Effectively analyzes data and solves complex problems
4: Exceptional analytical skills, consistently finding innovative solutions

Learning Agility

0: Not Enough Information Gathered to Evaluate
1: Resistant to learning new skills or approaches
2: Learns new concepts when required
3: Actively seeks out learning opportunities and applies new knowledge
4: Demonstrates exceptional learning agility, quickly mastering and applying new concepts

Goal: Achieve [X]% of quarterly MQL targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Maintain [X]% MQL-to-opportunity conversion rate

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Launch [X] successful new campaign frameworks per quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Goal: Improve campaign performance metrics by [X]% quarter over quarter

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal
2: Likely to Partially Achieve Goal
3: Likely to Achieve Goal
4: Likely to Exceed Goal

Overall Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

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Debrief Meeting Instructions

The Debrief Meeting brings together the hiring team to discuss the candidate holistically. Before starting, review these key points:

Set aside 45-60 minutes for thorough discussion
Have all interview scorecards and notes available
Create an environment where differing opinions are welcomed
Focus on objective evidence while acknowledging subjective impressions

Standard Discussion Questions

1. Does anyone have questions for other interviewers about the candidate?Guidance: Start neutral and let others speak first. Look for areas where interviewers may have received conflicting information.

2. Are there any additional comments about the candidate?Guidance: Focus particularly on campaign execution examples and analytical capabilities demonstrated.

3. What evidence did we see of data-driven decision making?Guidance: Look for specific examples of how they used metrics to improve campaign performance.

4. What concerns exist about their ability to drive MQL and pipeline targets?Guidance: Discuss any gaps in their experience or capabilities relative to our goals.

5. Is there anything further we need to investigate before making a decision?Guidance: Common areas for demand generation roles include: campaign metrics, project management experience, and cross-functional collaboration.

6. Has anyone changed their hire/no-hire recommendation?Guidance: Give space for people to modify their stance based on new information.

7. What are the next steps?Guidance: Determine if reference checks should proceed or if additional investigation is needed.

Reference Check Guide

Setup Instructions

Request 2-3 references, including at least one direct manager
Ask candidate to make initial contact with references
Schedule 30-minute calls
Review candidate's interview responses before calls

Core Questions

1. In what context did you work with [Candidate], and for how long?Guidance: Establish relationship context and verify tenure. Follow up on any discrepancies with candidate's stated experience.

2. What were their key responsibilities and most significant achievements?Guidance: Listen for specific metrics and campaign results. Follow up with: "Can you share the actual numbers?"

3. How would you rate their analytical capabilities on a scale of 1-10?Guidance: Ask for specific examples that justify the rating.

4. How effective were they at cross-functional collaboration?Guidance: Probe for specific examples of success and challenges.

5. On a scale of 1-10, how likely would you be to hire them again if you had an appropriate role?Guidance: Ask "Why that number?" and "What would make it higher?"

Reference Strength Scorecard

Campaign Performance Impact

0: Not enough information gathered
1: No clear metrics or results shared
2: Some positive results but below targets
3: Consistently met campaign targets
4: Regularly exceeded targets with innovative approaches

Analytical Capabilities

0: Not enough information gathered
1: Struggled with data analysis
2: Basic analytical capabilities
3: Strong analytical skills with good examples
4: Exceptional analytical insights driving business impact

Cross-Functional Collaboration

0: Not enough information gathered
1: Multiple instances of conflict
2: Adequate but with some challenges
3: Positive collaborative relationships
4: Outstanding relationship builder and collaborator

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Frequently Asked Questions

Interview Structure

‍Q: How long should each interview take?A: Plan for 30-45 minutes for screening, 45-60 minutes for the work sample presentation and discussion, and 60 minutes each for the behavioral interviews.

Q: Should we conduct all interviews in one day?A: While possible, we recommend spreading interviews across 2-3 days to allow proper preparation and avoid interview fatigue. See our guide on designing your hiring process for more details.

Question Selection

‍Q: Do we need to ask every question listed?A: Focus on the core questions while using follow-ups as needed to gather sufficient information. Review our article on conducting effective interviews for guidance.

Q: Can we modify the questions?A: Yes, but maintain consistency across candidates. Check our behavioral interview question library for alternatives.

Work Sample

‍Q: How much preparation time should we give candidates?A: Provide 24-48 hours for the campaign strategy presentation. Quality preparation often indicates strong candidates.

Q: What if a candidate wants more background information?A: Provide relevant context about your target market and current campaigns while maintaining consistency across candidates.

Scoring

‍Q: What if we can't gather enough information to score a competency?A: Use the "0: Not Enough Information Gathered to Evaluate" score and note what additional information is needed for the debrief discussion.

Q: How should we handle scoring disagreements?A: Discuss different perspectives in the debrief meeting. Review our guide on using interview scorecards for best practices.

Decision Making

‍Q: How do we make the final hiring decision?A: Use the structured debrief meeting format to discuss all feedback systematically. Consider reviewing our guide on candidate debriefs.

Q: What if we're split on a candidate?A: Focus discussion on specific competencies and goals rather than general impressions. Additional reference checks may help resolve uncertainty.

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