_ MARKETING Themes to explore: are they data-driven and analytical, are they able to be creative, do they know the concepts and principles of digital marketing? How should you create a This tests a candidate’s quantitative abilities, and you would lead score for inbound leads? only ask it to people applying for certain marketing roles. NONO How does the candidate think about analysing data and TION TTION T what is their data sophistication level? Most won’t get very far and are either unwilling or unable to look at more than one variable at a time, or understand how to analyse a lot of data in a simple way. ALENT AALENT A You want to find candidates who: SS 1. Look at the leads that were closed in one group and SESSES compare them to the leads that did not close; 2. Look at multiple variables at a time; SMENTSMENT 3. Use statistical functions in Excel (or language to that effect), like summary tables, pivot tables, and so on. Between videos, ebooks, The best candidates will know that doing it all is not blog articles, photos, viable. They should sort the content by importance to your podcasts, webinars, prospects and customers. They should have a way to figure SlideShare, Facebook, out this information. Twitter, LinkedIn, and Pinterest ... there’s a lot of potential content our team should produce for inbound marketing. How do we do it all? What’s an example of a Don’t expect the candidate to know how your business lead-generating campaign generates leads. The ideal answer is one that demonstrates you’d be excited to work an awareness of your customers and a thoughtful approach on here (or that you have on the buyer’s journey. Furthermore, they should mention worked on in the past)? channels and mediums that will be key to the campaign. 8282