He is also the Founder of MBASchooled and CareerSchooled, and the author of MBA Insider: How to Make the Most of Your MBA Experience. Each quarter, we’d launch a set of new features and my goal was to create campaigns to drive adoption of those features with our customers. Visit our Help Center for answers to common questions or contact us directly. Question2: Explain marketing communication? What They Want to Know: Cold calls are an essential aspect … What Markets or Industries Have You Focused on, and in What Ways Are Those Similar to or Different From Ours? In the ads, they featured actual field technicians who spoke about why they liked their jobs and how they felt like a part of the fabric of our community. The sales leader pushed back, but we compromised and agreed to try it out this new way and, if it didn’t work, I promised to provide training materials in the previous format. If you have transferable experience or knowledge related to the company’s product or market, this is also a great chance to share it and show that you already have relevant expertise. What … What Was Your Role and How Did You Contribute to the Impact and/or Success of the Project? Ideally, if this problem arose in your job, you would go out and identify the data to evaluate, analyze the data, and come up with a set of recommendations for a workable solution. Why did you choose a career in marketing? Tip #6: (This is an important one.) Product marketing can look slightly different at every company, but it often sits at the intersection of a number of disciplines and functions, including, but not limited to, customer success, marketing, product management, and sales. A common mistake in answering this question is talking about the project, but failing to get into the specifics of what you did. For all behavioral interview questions, using the STAR method to structure your answer will help you provide a concise and relevant response. But another idea might be to have users speak directly to how great you are by featuring a customer testimonial saying how much they love your product or how it helped improve their business. To help with this, I’ve come up with some questions that you might expect in a product marketing interview as well as advice on how to answer them and example answers. Al Dea is a career and leadership coach, author, speaker, and Product Marketer. 1. These campaigns used content—such as videos, knowledge articles, and FAQ documentation—so we also measured the reach of and engagement with that content. For this question, there isn’t a right or wrong answer, there is only your answer. The goal is to see how up to date the customer is regarding new innovations in the marketing field. Skill-based Marketing Interview Questions For this question you should talk about what you think makes a good professional relationship and how you’ve built strong relationships in the past. This can feel difficult because you might be afraid to criticize the company you want to work for—a very fair concern. Tell Me About a Project You Worked on That Failed or Didn’t Meet Expectations. These questions are divided into two parts are as follows: Part 1 – Email Marketing Interview Questions (Basic) This first part covers the basic Email Marketing Interview Questions and Answers. Your product marketing manager will be in charge of bringing this item to consumers but will need to be up front about the financial prospects of the good or service. As a rule of thumb, it’s important to come with a few ideas of different products or companies to talk about, as these questions can often lead to further discussions or conversations where more examples will be helpful. See more of his writing on his website or follow him on Twitter. Perhaps you had a good relationship with the leader and used data you knew would speak to them. The launch was a success, in that it was on time and we exceeded our opportunity pipeline and marketing qualified leads [MQL] goals. What marketing programs have we … This is another question where you can lean on the STAR method. The interviewer is interested in knowing whether the … Identify the project you worked on that you’re most proud of and make sure to share the outcome and impact. Since creating good messaging is a core tenet of product marketing, it’s important to have a good answer to this question. They wanted to use the same training format as for a past product we launched in a previous quarter and asked me to create it. And considering that all of the customer success stories on your website are from financial services and healthcare companies, I think that you probably have a strong presence and are specifically targeting customers in those industries. This is also your chance to speak to the specific aspects of the job description that you’re excited about or feel you’re a great fit for. I proposed a customer heroes program, for which we would find customers who were having success with our products and basically make them the ‘hero’ in our marketing content, whether that meant quoting them in a blog post, featuring them on our website or in our webinars, or telling the entire story of how they were using our product in email communications. To get it in an interview, however, you will have to demonstrate a variety of skills and abilities. “I’m a big fan of Debbie’s Delicious Sandwiches. Think about why the product is marketed poorly. What Data Would You Evaluate and How Would You Respond? Describe a product that you’ve launched in a previous position. Finally, I would also want to speak to customers directly to ask if they heard about the new feature, if they were using it, and if not, why not. This will help focus the marketing efforts and increase product adoption, which will help increase sales and reduce the costs that come with ineffective sales strategies. What’s the Last Marketing Campaign That Caught Your Eye? I associate ‘speed’ with fast food, which isn’t typically high-quality food. The goal is to be prepared to share the best version of yourself. You Launch a New Feature and There Is Low Adoption by your Customers. What do you know about our products and or services? This information could help us realize that customers are not understanding how the feature works and pick up on exactly what they’re confused about. Why do you want to work here? But where do you start? For example, did our open rates on the email communication seem in line with our typical open rates for email launch communications? Influence can come in many forms. You can do great research by taking the time to conduct informational interviews with employees at this company or even interviewing people who have used the product that the company makes. You will have to answer screening, behavioral and technical questions, demonstrating your knowledge of the field, right attitude to work, … What Are Some Ways You Build Relationships With Fellow Employees? Ten Marketing Interview Questions and Answers; 1. 13 Must-Know Marketing Interview Questions and Answers. *Indeed provides this information as a courtesy to users of this site. Finally, I was the point person for training and enabling our entire 50-person sales team on the product. Tell Me About a Time When You Were Able to Influence a Decision Made by Another Leader. This is your opportunity to … To make it personal and help differentiate you and show what you value, you can also share why you chose it. From there, I also led the creation of internal and external content for key stakeholders such as our account executives. This gave me a great understanding of their job, as well as their challenges, before we had any reason to collaborate on any specific launch or product. “The launch was a huge success across numerous key metrics in terms of increased downloads and visits. We learned afterward that while customers appreciated the help they were getting from the customer success managers, many of them weren’t thrilled to be asked to purchase more products while they were struggling to use what they had. I love how it’s gone from a mom-and-pop shop to a country-wide brand and the sandwiches are delicious, especially the bread. That way, the hiring manager can understand the skills and experiences you would bring to the role,” Zhang says, and how you might approach measuring success at their company. In fact, based on research my previous company conducted on buying preferences, integration is one of the key criteria for CRM software buyers. So hiring managers will want to know about your past experience with launches, including what your role was and what the results of the launch were. Question5: List the stages of PLC? We decided to create a resource hub and to provide content and best practices for how to use our products in order to drive productivity and effectiveness, especially in an environment where teams were newly remote. Make sure to articulate a clear point of view on the company’s messaging based on your own analysis. A great product marketer knows how to talk … So make sure you also articulate enough details about your past roles that it’s clear why certain metrics were important to your specific position. You can use the STAR method to help ensure you include all the relevant information in your answer. However, we’d never dealt with a pandemic before either, so we needed a cross-functional team of top product experts to work together to create something fast. This is a chance to share your experience, expertise, and knowledge of your past roles’ customers and industry and to show that you’ve thought about how you’ll make the transition to a new company or industry. 1. The result was a website with more than 20 different assets—such as videos, blog posts, podcast interviews, and recorded demos—breaking down how to use our products to collaborate better in a virtual environment during COVID-19. Tips: Expect such a … Make sure to highlight the specific way you were able to get someone else to see your point of view that led them to listen to your perspective. What Do You Know About Our Company’s Target Audience? Marketing campaigns can make or break the success of a product, so it is imperative that your company's product marketing manager is able to draw inspiration from a variety of sources. Metrics and measurement are important for understanding what outcomes or goals you’re working toward and whether you’re on track to achieve them, so be sure to talk about which ones you’ve focused on in the past and why. Hit on each of these in order as you tell your story. Last updated on May 5th, 2020 at 02:43 pm. This question is meant to understand some of the challenging experiences from your past. Since your company sells training and development software to businesses, I think this is an interesting time to join your organization. And finally, you’ll want to make sure you prepare to answer common interview questions, but also product marketing–specific ones. Provide an example of a marketing campaign or project you developed and how you utilized these four key factors to develop and optimize your project. “I love asking this question because I want to understand their intellectual curiosity. Question3: What is the product? If you’re an entry-level candidate, you might draw on experiences from projects, internships, volunteer work, or even extracurricular activities. Good luck! Your interviewer wants to see if you can articulate your point of view in a persuasive way and accurately represent the voice of the customer to advocate for their specific needs. I was caught by surprise because energy companies don’t typically strike me as doing a ton of marketing or engagement with their customers. What to look for in an answer: "I'd size the market by using data on population density, consumer preferences and purchasing power to determine whether or not our company might be able to turn a profit.". I experienced this myself when I was preparing for my very first product marketing interview. 1. If you’re thinking of switching into a career in product marketing, experience working with these teams or serving in these roles can be extremely valuable and marketable. What to look for in an answer: Can they name one or more innovative marketing tactics? Now, it’s time to prepare. “During the early days of COVID-19, we recognized that our customers were looking for help as they began to predominantly work from home. The purpose of this question is to get a sense of your marketing knowledge as well as your creativity and thought process. If you’re preparing for your next big interview in Digital Marketing, then here are some of the common interview questions and answers. Once I fully understood the features, I wrote up a few basic explainers with our core audience in mind and I showed them to the tech team to check for accuracy. Can You Talk About a Cross-Functional Project That You Worked On? Comprehensive, community-driven list of essential Product Management interview questions. Sales & Marketing Interview Questions And Answers What motivates you? Top 10 product marketing manager interview questions and answers In this file, you can ref interview materials for product marketing manager such as types of interview questions, product marketing manager situational interview, product marketing manager behavioral interview… Question 30. Furthermore, some of the materials I’d created lived on our sales training portal and when I looked at the usage statistics, they were very low, which led me to believe that it was not effective. In this 2020 Email Marketing interview questions article, we shall present 10 most important and frequently used Email Marketing interview questions. I can see myself using a similar approach in this role.”, Jason Perocho, a senior director of product marketing who has hired and built product marketing teams (and, full disclosure, a colleague of mine), likes to ask this question to better understand how a candidate works with other people and how they’re able to make an impact on a large team. What Approach Did You Take?” 2. Over the course of my time in this role, what’s been interesting to me is just how much HR leaders are using technology in their business, as this is a shift from when I started a few years ago. Throughout his professional career, Al has helped hundreds of professionals set and achieve their career goals, with a specific emphasis on career development, career transitions, and graduate education. A tactic that I’ve previously used that I think could help me in this role is reaching out to people to learn about their roles or about a specific topic that they have domain expertise in. Interpersonal/Personality Marketing Interview Questions. Product Manager belongs to prestigious positions in any corporation. Tell Me About a Time You Explained Something Really Difficult (Technically and/or Logically Difficult). In addition to acknowledging the failure, you should also speak to how you responded and what you learned. If you’re interviewing for your first product marketing role, you can start by talking about how product marketing worked at your previous company or how you yourself engaged with product marketers (if you held a different kind of role at another company or even if you had a chance to see product marketers at work during an internship you did). Finally, while there are lots of steps in a product launch, remember that another key skill for product marketers is delivering succinct messages. You talk a lot about privacy, security, and protecting employee technology so it is very clear to me that you are targeting an IT security leader or professional. For example, mentioning you are an excellent “team player” in a job where you largely work alone suddenly becomes irrelevant to the employer and demonstrates a … 5 Common Brand Management interview questions and answers . We realized that this could be a great opportunity for us to provide value to them in a time of crisis, as our company’s product is a digital collaboration software, which helps companies communicate from anywhere. If you are preparing for an SEO interview, here is a list of some of the most popular SEO interview questions and answers. There are lots of marketing campaigns out there, so be sure to talk about why this one stood out to you and why it’s different from the others. Are you comfortable making cold calls? Product launches are a critical responsibility of a product marketer. Furthermore, the customers we featured were very excited to see their faces on our website, in our blogs, in our webinars, and in our newsletters—over 90% of those featured are still customers. 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