This comprehensive interview guide is designed to help you evaluate candidates for the Growth Marketing Manager role focused on Account-Based Marketing (ABM). It provides a structured approach to assessing candidates' skills, experience, and potential for success in this pivotal position.

How to Use This Guide

This guide is organized into several interviews, each designed to evaluate specific aspects of the candidate's qualifications. Follow these steps to make the most of this guide:

1. Review the entire guide before beginning the interview process.
2. Use the provided questions and scorecards for each interview stage.
3. Take detailed notes during each interview.
4. Use the scorecards to objectively evaluate candidates after each interview.
5. Conduct a thorough debrief meeting with all interviewers before making a final decision.

For additional ideas and alternative interview questions for this role, you may want to check out our Growth Marketing Manager interview questions resource.

Job Description

📋 Role Overview

[Company] is seeking a Growth Marketing Manager focused on Account-Based Marketing (ABM) to drive our customer acquisition strategy across enterprise and startup segments. This role will own end-to-end ABM campaigns and growth marketing initiatives for our B2B SaaS and API product lines.

🎯 Key Responsibilities

• Develop and execute a comprehensive ABM strategy in partnership with Sales leadership
• Drive lead generation and influence opportunities across all sales stages
• Plan and execute multi-channel ABM campaigns (LinkedIn advertising, webinars, content marketing, etc.)
• Implement and optimize digital marketing strategies to support product-led and sales-led growth
• Manage marketing operations, including reporting, analytics, and marketing technology stack optimization
• Develop and run marketing experiments (newsletters, sponsorships, events)
• Collaborate with cross-functional teams to align strategies and maximize impact
• Balance efforts between product lines, targeting various customer segments as needed

🌟 What Success Looks Like

• Achieving or exceeding pipeline contribution targets
• Implementing effective ABM campaigns that drive measurable business results
• Optimizing marketing spend across channels for maximum ROI
• Building strong partnerships with Sales and other key stakeholders
• Continuously improving marketing operations and processes

📊 Qualifications

Must-Have

• 7+ years of B2B marketing experience, with 3+ years owning ABM and Enterprise Demand Generation strategies
• Strong familiarity marketing technical solutions to developers and technical decision-makers
• Proven track record running successful digital marketing campaigns (LinkedIn Ads, Google Ads, etc.)
• Experience working closely with sales teams to achieve revenue goals
• Proficiency with marketing operations tools (CRM, marketing automation, analytics)

Nice-to-Have

• Experience in SaaS or API product marketing
• Background in content marketing and webinar production
• Familiarity with developer marketing strategies

💪 Core Competencies

• Strategic thinking
• Data-driven decision making
• Cross-functional collaboration
• Adaptability and learning agility
• Results orientation

📍 Location & Travel

[Location details - Remote/Hybrid/Office]Some travel may be required for customer and team meetings

💰 Compensation

[Salary Range][Variable Compensation Details][Additional Benefits]

Ideal Candidate Profile (Internal)

Role Overview

This position requires a versatile marketer who can balance strategic ABM planning with hands-on campaign execution. The ideal candidate should be comfortable working with both technical and business stakeholders while driving measurable growth results.

Essential Behavioral Competencies

1. Strategic Problem Solving
2. Data-Driven Decision Making
3. Cross-Functional Leadership
4. Adaptability
5. Results Orientation

Example Goals for Role

1. Achieve $X million in pipeline contribution through ABM campaigns within the first year
2. Implement and optimize at least 3 new ABM channels, improving ROI by 20%
3. Increase marketing-sourced opportunity win rate by 10% through improved targeting and nurturing
4. Reduce customer acquisition cost by 15% through optimized channel mix and improved conversion rates

Ideal Candidate Profile

• Proven track record of success in B2B tech marketing, particularly in ABM and growth strategies
• Strong analytical skills with the ability to derive insights from complex data sets
• Experience marketing to technical audiences (developers, CTOs, etc.)
• Excellent project management and organizational skills
• Natural curiosity and continuous learning mindset
• Ability to thrive in a fast-paced, evolving environment
• [Additional company-specific requirements]

📝 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 Growth Marketing Manager role. Please provide concise but thorough answers. Do you have any questions before we begin?"

Interview Questions

1. Can you confirm your eligibility to work in [country] and any visa requirements?
Guidance for Interviewer:

• Areas to Cover:
  • Current work authorization status
  • Any restrictions or sponsorship needs
• Possible Follow-up Questions:
  • When does your current work authorization expire?
  • Are there any limitations on your ability to work?

2. Tell me about your most recent role in B2B marketing, particularly your experience with ABM and enterprise demand generation.

Guidance for Interviewer:

• Areas to Cover:
  • Scope of responsibilities
  • Specific ABM strategies implemented
  • Results achieved
• Possible Follow-up Questions:
  • What was your team structure?
  • How did you measure the success of your ABM campaigns?
  • Can you provide an example of a particularly successful campaign?

3. What experience do you have marketing technical solutions to developers and technical decision-makers?

Guidance for Interviewer:

• Areas to Cover:
  • Types of technical products marketed
  • Strategies used to engage technical audiences
  • Challenges faced and overcome
• Possible Follow-up Questions:
  • How did you tailor your messaging for technical audiences?
  • What channels were most effective for reaching developers?
  • How did you measure success in these campaigns?

4. Can you walk me through your experience with digital marketing campaigns, particularly on platforms like LinkedIn Ads and Google Ads?

Guidance for Interviewer:

• Areas to Cover:
  • Specific platforms used
  • Campaign management experience
  • Performance metrics and optimization strategies
• Possible Follow-up Questions:
  • What was your typical budget for these campaigns?
  • How did you approach A/B testing and optimization?
  • Can you share an example of how you improved campaign performance?

5. Describe your experience working closely with sales teams to achieve revenue goals.

Guidance for Interviewer:

• Areas to Cover:
  • Collaboration methods
  • Alignment strategies
  • Joint KPIs and goal-setting
• Possible Follow-up Questions:
  • How did you handle conflicts or misalignments with sales?
  • What tools or processes did you use to ensure smooth collaboration?
  • Can you provide an example of a successful joint initiative?

6. What marketing operations tools are you proficient with, and how have you used them to drive results?

Guidance for Interviewer:

• Areas to Cover:
  • Specific tools used (CRM, marketing automation, analytics)
  • Level of proficiency
  • Examples of how tools were used to improve processes or results
• Possible Follow-up Questions:
  • How did you approach tool integration and data flow?
  • What insights were you able to derive from these tools?
  • How did you use these tools to optimize marketing spend?

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

Guidance for Interviewer:

• Areas to Cover:
  • Depth of candidate research
  • Alignment of candidate's interests with role requirements
  • Overall engagement and enthusiasm
• Possible Follow-up Questions:
  • What aspect of this role excites you the most?
  • How do you see this role fitting into your career goals?

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

B2B Marketing Experience

• 0: Not Enough Information Gathered to Evaluate
• 1: Limited B2B marketing experience, no ABM experience
• 2: Some B2B experience, limited ABM exposure
• 3: Solid B2B experience with ABM involvement
• 4: Extensive B2B experience with proven ABM success‍

Technical Marketing Experience

• 0: Not Enough Information Gathered to Evaluate
• 1: No experience marketing to technical audiences
• 2: Limited experience with technical marketing
• 3: Good experience marketing to developers/technical decision-makers
• 4: Extensive, successful experience in technical marketing

Digital Marketing Proficiency

• 0: Not Enough Information Gathered to Evaluate
• 1: Limited digital marketing experience
• 2: Basic proficiency in some digital marketing channels
• 3: Strong proficiency across multiple channels
• 4: Expert-level digital marketing skills with proven results

Sales Collaboration

• 0: Not Enough Information Gathered to Evaluate
• 1: Little to no experience working with sales teams
• 2: Some experience, but limited strategic alignment
• 3: Good track record of sales collaboration
• 4: Exceptional history of driving results through sales partnerships

Marketing Operations Knowledge

• 0: Not Enough Information Gathered to Evaluate
• 1: Limited familiarity with marketing operations tools
• 2: Basic proficiency with some relevant tools
• 3: Strong proficiency across multiple tools
• 4: Expert-level knowledge and strategic use of marketing operations tools

Overall Recommendation

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

🛠️ Work Sample: ABM Campaign Strategy

Directions for the Interviewer

This work sample assesses the candidate's ability to develop an ABM campaign strategy. Provide the candidate with a brief description of a target account and product. Evaluate their strategic thinking, creativity, and practical approach to ABM.

Best practices:

• Give the candidate 30-45 minutes to prepare
• Allow 15-20 minutes for presentation and 10-15 minutes for Q&A
• Take notes on specific ideas, strategies, and rationale
• Provide a brief opportunity for the candidate to self-reflect after the exercise

Directions to Share with Candidate

"For this exercise, you'll develop a high-level ABM campaign strategy for a target account. You'll have 30-45 minutes to prepare, followed by a 15-20 minute presentation and 10-15 minutes for Q&A. Your goal is to outline a multi-channel ABM approach that demonstrates your strategic thinking and practical knowledge of ABM tactics. Do you have any questions before we begin?"

Provide the candidate with:

• Brief description of the target account (e.g., industry, size, key decision-makers)
• Overview of the product or service being marketed
• Any relevant constraints or objectives

Interview Scorecard

Strategic Thinking

• 0: Not Enough Information Gathered to Evaluate
• 1: Strategy lacks coherence or relevance to target account
• 2: Basic strategy with some relevance to target account
• 3: Well-thought-out strategy aligned with account characteristics
• 4: Innovative, comprehensive strategy perfectly tailored to account

Channel Selection and Integration

• 0: Not Enough Information Gathered to Evaluate
• 1: Poor channel selection or lack of integration
• 2: Basic channel selection with some integration
• 3: Strong channel selection with clear integration strategy
• 4: Exceptional multi-channel approach with seamless integration

Personalization and Targeting

• 0: Not Enough Information Gathered to Evaluate
• 1: Little to no personalization or specific targeting
• 2: Basic personalization and targeting elements
• 3: Well-developed personalization strategy with clear targeting
• 4: Highly sophisticated, account-specific personalization approach

Measurement and Optimization

• 0: Not Enough Information Gathered to Evaluate
• 1: Lack of clear measurement or optimization strategies
• 2: Basic measurement plan with limited optimization strategies
• 3: Comprehensive measurement plan with solid optimization approaches
• 4: Advanced measurement framework with innovative optimization strategies

Presentation and Communication

• 0: Not Enough Information Gathered to Evaluate
• 1: Poor presentation skills, unable to articulate strategy clearly
• 2: Basic presentation skills with some clarity in strategy explanation
• 3: Strong presentation skills with clear articulation of strategy
• 4: Exceptional presentation skills, compelling and articulate strategy delivery

Goal: Achieve $X million in pipeline contribution through ABM campaigns within the first year

• 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: Implement and optimize at least 3 new ABM channels, improving ROI by 20%

• 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: Increase marketing-sourced opportunity win rate by 10% through improved targeting and nurturing

• 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: Reduce customer acquisition cost by 15% through optimized channel mix and improved conversion rates

• 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, particularly related to ABM and growth marketing?

Guidance for Interviewer:

• Areas to Cover:
  • Scope of ABM and growth marketing initiatives
  • Team structure and interactions
  • Budget and resource management
• Possible Follow-up Questions:
  • How did your responsibilities evolve over time?
  • What was the most challenging aspect of leading ABM initiatives?
  • How did you balance ABM efforts with other marketing activities?

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

Guidance for Interviewer:

• Areas to Cover:
  • Specific KPIs and targets
  • Performance relative to goals and peers
  • Methods for tracking and reporting results
• Possible Follow-up Questions:
  • What strategies did you use to consistently meet or exceed your targets?
  • How did you recover from any periods of underperformance?
  • What tools or processes did you implement to improve performance tracking?

3. Tell me about your most significant ABM campaign or growth marketing achievement in this role.

Guidance for Interviewer:

• Areas to Cover:
  • Campaign strategy and execution
  • Results achieved (pipeline, revenue, etc.)
  • Challenges overcome
• Possible Follow-up Questions:
  • What was innovative or unique about this campaign?
  • How did you measure the campaign's success?
  • What lessons from this achievement have you applied to subsequent campaigns?

4. Describe a time when an ABM campaign or growth initiative didn't meet expectations. What happened, and what did you learn?

Guidance for Interviewer:

• Areas to Cover:
  • Nature of the underperforming campaign
  • Analysis of what went wrong
  • Actions taken to address issues
• Lessons learned and applied
  • Possible Follow-up Questions:
  • How did you communicate the results to stakeholders?
  • What specific changes did you make to your approach after this experience?
  • How have you used this experience to improve future campaign planning?

Interview Scorecard

Relevant Experience

• 0: Not Enough Information Gathered to Evaluate
• 1: Limited relevant experience in ABM or growth marketing
• 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 and Innovation

• 0: Not Enough Information Gathered to Evaluate
• 1: Primarily basic campaigns with limited complexity
• 2: Some experience with moderately complex campaigns
• 3: Proven success with complex, multi-channel ABM campaigns
• 4: Exceptional track record of innovative, high-impact ABM initiatives

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 million in pipeline contribution through ABM campaigns within the first year

• 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: Implement and optimize at least 3 new ABM channels, improving ROI by 20%

• 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: Increase marketing-sourced opportunity win rate by 10% through improved targeting and nurturing

• 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: Reduce customer acquisition cost by 15% through optimized channel mix and improved conversion rates

• 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 Growth Marketing Manager 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 develop and implement a complex, data-driven marketing strategy. How did you approach this challenge? (Strategic Problem Solving, Data-Driven Decision Making)

Guidance for Interviewer:

• Areas to Cover:
  • Complexity of the situation
  • Data sources and analysis methods used
  • Strategy development process
  • Implementation challenges and solutions
  • Results achieved
• Possible Follow-up Questions:
  • How did you prioritize different data points in your decision-making?
  • What tools or technologies did you use to analyze the data?
  • How did you communicate your strategy to stakeholders?

2. Describe a situation where you had to lead a cross-functional team to achieve a significant marketing goal. How did you ensure alignment and drive results? (Cross-Functional Leadership, Results Orientation)

Guidance for Interviewer:

• Areas to Cover:
  • Composition of the cross-functional team
  • Goal setting and alignment process
  • Leadership strategies employed
  • Challenges in collaboration and how they were overcome
  • Outcomes achieved
• Possible Follow-up Questions:
  • How did you handle conflicting priorities among team members?
  • What methods did you use to track progress and ensure accountability?
  • How did this experience shape your approach to cross-functional leadership?

3. Give me an example of how you've adapted your marketing approach in response to significant market changes or new competitive pressures. (Adaptability, Strategic Problem Solving)

Guidance for Interviewer:

• Areas to Cover:
  • Nature of the market change or competitive pressure
  • Process for reassessing strategy
  • Specific adaptations made
  • Challenges in implementing changes
  • Results of the adapted approach
• Possible Follow-up Questions:
  • How did you identify the need for change?
  • How did you balance quick action with thorough analysis?
  • What lessons did you learn about adaptability in marketing?

Interview Scorecard

Strategic Problem Solving

• 0: Not Enough Information Gathered to Evaluate
• 1: Struggles to develop coherent strategies for complex problems
• 2: Can develop basic strategies for straightforward problems
• 3: Consistently develops effective strategies for complex problems
• 4: Exceptional at crafting innovative, comprehensive solutions to complex challenges

Data-Driven Decision Making

• 0: Not Enough Information Gathered to Evaluate
• 1: Rarely uses data to inform decisions
• 2: Uses basic data analysis to support some decisions
• 3: Consistently leverages data analysis for informed decision-making
• 4: Expertly integrates complex data analysis into all key decisions

Cross-Functional Leadership

• 0: Not Enough Information Gathered to Evaluate
• 1: Difficulty leading cross-functional teams
• 2: Can lead cross-functional teams with some effectiveness
• 3: Successfully leads cross-functional teams to achieve goals
• 4: Exceptional at driving alignment and results across diverse teams

Results Orientation

• 0: Not Enough Information Gathered to Evaluate
• 1: Rarely achieves set goals
• 2: Sometimes achieves goals but may struggle with obstacles
• 3: Consistently achieves goals, overcoming most obstacles
• 4: Consistently exceeds goals, turning obstacles into opportunities

Adaptability

• 0: Not Enough Information Gathered to Evaluate
• 1: Struggles to adapt to changes
• 2: Can adapt to changes with guidance
• 3: Adapts well to most changes, driving necessary adjustments
• 4: Thrives on change, proactively adapting strategies for optimal outcomes

Goal: Achieve $X million in pipeline contribution through ABM campaigns within the first year

• 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: Implement and optimize at least 3 new ABM channels, improving ROI by 20%

• 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: Increase marketing-sourced opportunity win rate by 10% through improved targeting and nurturing

• 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: Reduce customer acquisition cost by 15% through optimized channel mix and improved conversion rates

• 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

"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 identified a significant new market opportunity or innovative ABM approach. How did you validate and pursue this opportunity? (Strategic Problem Solving, Data-Driven Decision Making)

Guidance for Interviewer:

• Areas to Cover:
  • Process for identifying the opportunity
  • Data and analysis used to validate the opportunity
  • Strategy development and implementation
  • Challenges encountered and overcome
• Results achieved
  • Possible Follow-up Questions:
  • How did you build buy-in for this new approach?
  • What risks did you identify, and how did you mitigate them?
  • How has this experience influenced your approach to innovation in marketing?

2. Describe a situation where you had to influence senior leadership to significantly change or invest in a marketing strategy. How did you approach this challenge? (Cross-Functional Leadership, Strategic Problem Solving)

Guidance for Interviewer:

• Areas to Cover:
  • Context of the proposed change
  • Stakeholder analysis and engagement strategy
  • Data and arguments used to build the case
  • Handling of objections or resistance
  • Outcome and implementation of the change
• Possible Follow-up Questions:
  • How did you tailor your message for different stakeholders?
  • What was the most challenging aspect of gaining buy-in?
  • How did you measure and communicate the impact of the change?

3. Give me an example of how you've fostered a culture of continuous learning and adaptation within a marketing team. (Adaptability, Cross-Functional Leadership)

Guidance for Interviewer:

• Areas to Cover:
  • Specific initiatives or programs implemented
  • Methods for encouraging learning and experimentation
  • Challenges in changing team culture
  • Metrics used to measure improvement
  • Impact on team performance and results
• Possible Follow-up Questions:
  • How did you balance experimentation with the need for consistent results?
  • What resistance did you encounter, and how did you overcome it?
  • How has this approach influenced your team's ability to adapt to market changes?

Interview Scorecard

Strategic Problem Solving

• 0: Not Enough Information Gathered to Evaluate
• 1: Struggles to identify or address strategic issues
• 2: Can identify strategic issues but may struggle with complex solutions
• 3: Effectively solves strategic problems with well-thought-out solutions
• 4: Demonstrates exceptional strategic thinking, consistently developing innovative solutions

Data-Driven Decision Making

• 0: Not Enough Information Gathered to Evaluate
• 1: Rarely uses data to inform strategic decisions
• 2: Uses basic data analysis in some strategic decisions
• 3: Consistently leverages data analysis for strategic decision-making
• 4: Expertly integrates complex data analysis into all strategic decisions

Cross-Functional Leadership

• 0: Not Enough Information Gathered to Evaluate
• 1: Difficulty leading or influencing across functions
• 2: Can lead cross-functionally with some effectiveness
• 3: Successfully leads and influences across various functions
• 4: Exceptional at driving alignment and results across the organization

Adaptability

• 0: Not Enough Information Gathered to Evaluate
• 1: Struggles to adapt to significant changes
• 2: Can adapt to changes with guidance and support
• 3: Adapts well to most changes, driving necessary adjustments
• 4: Thrives on change, proactively driving innovation and adaptation

Goal: Achieve $X million in pipeline contribution through ABM campaigns within the first year

• 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: Implement and optimize at least 3 new ABM channels, improving ROI by 20%

• 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: Increase marketing-sourced opportunity win rate by 10% through improved targeting and nurturing

• 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: Reduce customer acquisition cost by 15% through optimized channel mix and improved conversion rates

• 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

‍

Debrief Meeting

Directions for the Meeting Facilitator

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

• Start the meeting by reviewing the requirements for the role and the key competencies and goals to succeed.
• Strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or the leadership's opinions.
• Scores and interview notes are important data points but should not be the sole factor in making the final decision.
• Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Debrief Meeting Questions

1. Does anyone have any questions for the other interviewers about the candidate?

Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

2. Are there any additional comments about the Candidate?

Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

3. How well do you think the candidate's ABM and growth marketing experience aligns with our needs?

Guidance: Discuss the candidate's specific experience in ABM strategies, campaign execution, and results achieved. Consider how this experience might translate to our company's goals.

4. What are your thoughts on the candidate's ability to work with our sales team and drive revenue goals?

Guidance: Reflect on the candidate's examples of sales collaboration and their understanding of the sales-marketing alignment necessary for successful ABM.

5. How do you assess the candidate's technical marketing capabilities, especially in relation to our developer-focused products?

Guidance: Discuss the candidate's experience marketing to technical audiences and their understanding of developer-centric marketing strategies.

6. Based on the work sample, how confident are you in the candidate's ability to develop and execute effective ABM campaigns for our target accounts?

Guidance: Evaluate the strategic thinking, creativity, and practicality demonstrated in the ABM campaign strategy work sample.

7. Is there anything further we need to investigate before making a decision?

Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

8. Has anyone changed their hire/no-hire recommendation?

Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

9. If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?

Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

10. What are the next steps?

Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Checks

Directions for the Reference Checker

• Aim to speak with at least two references, preferably former managers or colleagues who worked closely with the candidate.
• Explain the role briefly to the reference to provide context.
• Ask open-ended questions and probe for specific examples.
• Listen for both positive attributes and potential red flags.
• Take detailed notes during the conversation.

Reference Check Questions

1. In what capacity did you work with [Candidate Name], and for how long?

Guidance: This helps establish the context of the relationship and the relevance of the reference's feedback.

2. Can you describe [Candidate Name]'s primary responsibilities in their role, particularly related to ABM and growth marketing?

Guidance: Look for alignment with the responsibilities outlined in our job description. Pay attention to the scope and complexity of the candidate's previous work.

3. What were [Candidate Name]'s most significant achievements in ABM or growth marketing during your time working together?

Guidance: Probe for specific metrics and results. Ask how these achievements compared to others in similar roles.

4. How would you rate [Candidate Name]'s ability to develop and execute complex, multi-channel ABM campaigns on a scale of 1-10? Can you provide an example to support your rating?

Guidance: Listen for details about strategic thinking, creativity, and practical execution skills.

5. Can you describe [Candidate Name]'s approach to data-driven decision making in marketing? How did they use data to inform strategy and optimize campaigns?

Guidance: Look for examples of analytical skills and the ability to translate data insights into actionable strategies.

6. How effectively did [Candidate Name] collaborate with sales teams and other departments to achieve revenue goals?

Guidance: Pay attention to examples of cross-functional leadership and the ability to align marketing efforts with sales objectives.

7. What areas of improvement or development did you identify for [Candidate Name] during your time working together?

Guidance: Listen for self-awareness and growth potential. Consider how these areas align with our role requirements.

8. On a scale of 1-10, how likely would you be to hire [Candidate Name] if you had an appropriate role available? Why?

Guidance: This question often elicits more candid feedback. Probe for specific reasons behind the rating.

9. Is there anything else you think we should know about [Candidate Name] as we consider them for this Growth Marketing Manager role?

Guidance: This open-ended question can sometimes reveal important information not covered by previous questions.

Reference Check Scorecard

ABM and Growth Marketing Expertise

• 0: Not Enough Information Gathered to Evaluate
• 1: Limited expertise, significant skill gaps
• 2: Basic expertise, some skill gaps
• 3: Strong expertise aligned with role requirements
• 4: Exceptional expertise, exceeds role requirements

Strategic Thinking and Campaign Execution

• 0: Not Enough Information Gathered to Evaluate
• 1: Struggles with strategic planning and execution
• 2: Capable of basic strategy and execution
• 3: Strong strategic thinker with solid execution skills
• 4: Exceptional strategist with outstanding execution track record

Data-Driven Decision Making

• 0: Not Enough Information Gathered to Evaluate
• 1: Rarely uses data to inform decisions
• 2: Basic use of data in decision making
• 3: Consistently leverages data for informed decisions
• 4: Expert at integrating complex data analysis into all decisions

Cross-Functional Collaboration

• 0: Not Enough Information Gathered to Evaluate
• 1: Difficulty working across functions
• 2: Can collaborate with some effectiveness
• 3: Strong collaborator across various functions
• 4: Exceptional at driving alignment and results across teams

Overall Recommendation from Reference

• 0: Not Enough Information Gathered to Evaluate
• 1: Would not rehire (1-3 on scale)
• 2: Might rehire with reservations (4-6 on scale)
• 3: Would likely rehire (7-8 on scale)
• 4: Would definitely rehire (9-10 on scale)

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FAQ

How do I customize this interview guide for my company?

Yardstick’s Interview Orchestrator provides tooling to manange interview guides and ensure interviewers have the information needed to thir part. This guide provides a comprehensive framework for interviewing Growth Marketing Manager candidates. To customize it:

1. Review each section and tailor questions to align with your company's specific needs and culture.
2. Add or remove questions based on the unique aspects of your role.
3. Adjust the scoring criteria to reflect your company's priorities.
4. Incorporate any company-specific exercises or assessments into the work sample section.

You can find additional customization ideas in our interview guide best practices article.

How many interviewers should be involved in the process?

Typically, 3-5 interviewers are ideal for a Growth Marketing Manager role. This allows for diverse perspectives while keeping the process manageable. Key participants should include:

1. The hiring manager
2. A senior marketing team member
3. A cross-functional stakeholder (e.g., sales or product leader)
4. An HR or recruiting representative

For more on structuring your interview process, see our guide on using four interviews to find the right hire.

How can I ensure consistency across different interviewers?

To maintain consistency:

1. Share this guide with all interviewers before the process begins.
2. Hold a brief alignment meeting to discuss the role requirements and interview approach.
3. Use the provided scorecards for each interview to standardize evaluation.
4. Conduct a thorough debrief meeting after all interviews are complete.

Learn more about the importance of consistency in our article on why you should use structured interviews.

What if a candidate doesn't have direct ABM experience?

While ABM experience is preferred, candidates with strong B2B marketing backgrounds and transferable skills can still be considered. In such cases:

1. Focus on their strategic thinking and adaptability during the interviews.
2. Pay extra attention to their responses in the work sample exercise.
3. Ask about their approach to learning new marketing strategies.
4. Consider their experience with similar targeted marketing approaches.

Our resource on finding and hiring for grit can provide insights on evaluating candidates' potential to excel in new areas.

How do I use the scorecards effectively?

To make the most of the scorecards:

1. Familiarize yourself with the scoring criteria before the interview.
2. Take detailed notes during the interview to support your ratings.
3. Complete the scorecard immediately after each interview while impressions are fresh.
4. Use the scorecards as a starting point for discussion in the debrief meeting, not as the sole decision-making tool.

For more on effective scorecard use, check out our article on why you should use an interview scorecard.

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