demand generation interview questions
Feb 9, 2022

10 Best Interview Questions to Ask a Demand Generation Marketing Manager

By Matt Dodgson

Co-Founder - Recruiter & Marketer

Demand generation marketing is a critical function for companies looking to increase leads and sales. Marketing teams are often tasked with generating demand, but may not have the bandwidth or skill set to do so. That’s where the demand generation marketer comes in – they are responsible for creating and executing campaigns that generate awareness and interest in a company’s products or services.

If you’re thinking of hiring a demand generation marketer, you’ll want to make sure you ask the right questions in the interview process. In this blog post, we will provide a list of the 10 best questions to ask!

My Top Interview Questions for Demand Generation Marketing Managers

interview questions for demand generation marketing managers

What is Demand Generation?

Demand generation is the process of creating and nurturing leads until they are ready to buy. It involves generating interest in a company’s products or services through marketing campaigns, then converting those leads into customers.

Why Do You Need a Demand Generation Marketer?

Many companies struggle with generating enough leads to meet their sales goals. This is where the demand generation marketer comes in – they are responsible for creating and executing campaigns that generate awareness and interest in a company’s products or services.

A good demand generation marketer can help you increase leads and sales, while also freeing up time for other members of your team. They can also help you target the right prospects, improve your website traffic, and boost conversion rates.

Need support with hiring? Market Recruitment is a specialist demand generation recruitment agency.

What Sort of Demand Generation Marketer Should You Hire?

There are two types of demand generation marketers: generalists and specialists. A generalist is someone who has experience in many different areas, such as marketing automation, SEO/PPC advertising social media content creation, and email list building; whereas a specialist would be someone with expertise in just one or two specific areas (e.g., SEO or PPC).

The type you choose will depend on your company’s needs – if you’re looking for someone to oversee everything from start-to-finish then go with the generalist; however, if there’s already an existing team that handles most tasks except one particular area then hire a specialist instead! If neither option seems feasible right now because they both cost more money than what’s budgeted, then a hybrid of the two would be an option as well.

It’s also worth considering your business model. If you’re a high-volume business, then hire a demand generation marketer with a growth marketing mindset. This person will be more experienced in testing with a focus on digital channels like paid social, paid ads, conversion rate optimisation, etc.

On the opposite end of the spectrum, if you’re a business that sells enterprise software then you’ll need a demand generation marketer with a focus on account-based marketing.

Andy Culligan, Fractional CMO and Ex-CMO at Leadfeeder, Explains What He Thinks You Should Think About When Hiring Your First Demand Gen Marketer…

What Should Your Interview Process Be Like?

The interview process for a demand generation marketer can vary depending on the company and the role. However, it typically involves meeting with members of the marketing team, as well as other stakeholders such as sales or product teams.

Normally the first interview is a general meeting where you can discuss the role and see if it’s a good fit. If both parties are interested, you may move on to additional interviews that focus on specific skills or experience.

It’s also important to ask for references during the interview process. A good reference can give you insights into the candidate’s strengths and weaknesses, as well as their work style.

Now that you know why you need a demand generation marketer and what to expect in an interview process, let’s take a look at some of the best questions to ask!

The following questions will help you get a better understanding of the candidate’s skills and experience, as well as their fit with your company culture.

What Questions Should I Ask?

When interviewing a potential demand generation marketer, you’ll want to ask questions that will help you determine if they are the right fit for your company. Here are our 10 best interview questions to ask:

  1. Can you describe a successful campaign that you’ve executed, what did you do, why did you do it and what were the results?
  2. Are you more creative or more analytical?
  3. What tactics do you use to generate demand and why?
  4. How do you measure the success of your campaigns?
  5. What MarTech tools do you have experience with?
  6. How much revenue have you generated from your marketing campaigns?
  7. How have you tackled attribution?
  8. What do you do to ensure there’s good alignment with the sales team?
  9. What demand generation metrics would you want to know from us to guide you where to start?
  10. If you could spend an extra £200k on demand generation in your current role, what would you spend it on and why?

What Are the Red Flags to Look Out For?

While there are many excellent demand generation marketers out there, there are also some red flags to watch for. Here are a few things to look out for:

  • A lack of experience in Demand Generation Marketing – some candidates talk about demand generation but can be more focussed on general marketing
  • A focus on quantity over quality when generating leads – there’s a big difference between generating 100 MQLs and 100 SQLs, so ensure the conversion rate is in line with industry benchmarks
  • Unrealistic expectations or goals for the role – with these roles it’s important to hire someone senior enough to do the planning and think strategically, but not too senior that they don’t want to execute the campaigns
  • Not being able to describe a successful campaign that they’ve executed – if it doesn’t make sense to you then how are they going to get the buy-in of the sales team or senior leaders in the business.


Now that you know what to look for in a demand generation marketer and the best questions to ask, it’s time to start your search! The team at Market Recruitment is here to help connect you with top talent so you can find the perfect fit for your company.

If you’re looking for more advice on hiring a demand generation marketer or any other type of marketing role, be sure to check out our blog post on Building a Demand Generation Team – 3 Examples.