Jun 12, 2023

How to Prepare for an Interview

By Matt Dodgson

Co-Founder - Recruiter & Marketer

Preparing for a job interview can be a nerve-wracking experience. But with the right approach, you can significantly increase your chances of landing your dream B2B marketing job. Whether you’re a seasoned B2B tech marketing professional or just starting your career, this guide will help you navigate the interview process with confidence and ease.

Understanding the interview process

Before you dive into preparing for an interview, it’s crucial to understand the different types of interviews you may encounter. This knowledge will help you prepare for the specific format and type of interview you will be participating in.

Phone interviews are often used as a first step in the interview process, allowing the interviewer to quickly assess whether you meet the basic requirements of the job. Video interviews are becoming increasingly popular, especially in remote work or hybrid situations, and can be conducted using platforms such as Zoom or Skype. And in-person interviews are the most traditional format and are usually conducted on-site at the company’s location and will tend to happen as a final stage before being offered the job.

Types of interviews

Interviews can also be categorised by their purpose. Understanding the type of interview you will be participating in can help you prepare for the questions you may be asked. They include:

  • Screening interviews are used to assess whether you meet the basic requirements of the job and are normally conducted right at the start of a hiring process.
  • Behavioural interviews are used to evaluate your past behaviour and how it relates to the job.
  • Technical interviews are used to assess your marketing knowledge and skills in a particular area e.g. demand generation or product marketing.
  • Interviews involving a task are used to evaluate your problem-solving abilities, often presenting you with a hypothetical marketing scenario and asking you to come up with a solution.

Common interview formats

Most interviews will follow a standard format, typically starting with introductions and small talk before moving on to more in-depth questions. It’s important to be prepared for both the format and the specific questions you may be asked.

Some common interview questions include:

What to expect during the interview

During the interview, the interviewer will typically ask questions related to your qualifications, experience, and ability to perform the job. They may also ask behavioural and situational questions to better understand how you handle specific scenarios. It’s important to be prepared to answer these questions thoughtfully and honestly. The clues to these questions will be in the job description.

Be sure to also prepare questions to ask the interviewer about the company and role. This will show your interest and engagement with the interview process, and can also help you determine if the company and role are a good fit for you.

Research the company and role

To prepare for your interview, you should research the company and role you’re applying for. Check out their website, look over their social media accounts, research any articles about them in the media and look at Crunchbase for funding rounds. This will demonstrate your interest in the company and help you answer questions more effectively. Some key areas to research include:

Company background and culture

Look into the company’s history, mission statement, and core values. This information can give you insight into the company culture and help you tailor your answers to fit in with the company’s values. Also, get a handle on what the company does, what problems does their solution solve, who they compete with, which helps you answer the question, “what do you know about our business?”

Job description and requirements

Make sure you thoroughly understand the marketing role you’re applying for and the specific qualifications needed for the job. This will help you prepare your answers to show how you meet the requirements.

Industry trends and news

Keep up-to-date with any recent industry news or trends related to the company’s field. This can demonstrate your knowledge and engagement with the industry as a whole.

Practice common interview questions

Interview questions can be unpredictable, but there are some common questions that you can prepare for ahead of time. Practice your responses to these questions to improve your confidence and coherence during the interview.

It’s important to remember that the purpose of an interview is not only to assess your qualifications and experience but also to evaluate your communication skills and personality to determine if you would be a good fit for the company culture. Therefore, practicing common interview questions can help you showcase your strengths and stand out from other candidates.

Behavioural interview questions

Behavioural questions are designed to evaluate how you’ve responded to specific situations in the past. The best way to answer these questions is to use the “STAR” format: Situation, Task, Action, and Result. This format allows you to provide a clear and concise response that highlights your problem-solving skills and ability to work under pressure.

For example, if you are asked to describe a time when you had to deal with a difficult coworker, you could use the STAR format to structure your response. Start by describing the situation and task, then explain the action you took to resolve the conflict, and finally, describe the positive result that came from your actions.

Technical or role-specific questions

Technical questions will assess your knowledge and skills in a particular area related to the job. It’s important to brush up on any relevant technical knowledge and practice answering questions related to the role. This will demonstrate your expertise and show the interviewer that you are well-prepared for the job.

For example, if you are applying for a content marketing position, you may be asked technical questions related to keyword research, SEO and data analysis. Make sure you review the job description and research the company to understand the specific technical skills that are required for the role.

Situational interview questions

Situational questions, or competency based questions, are hypothetical scenarios that assess how you would handle specific situations. Think through different scenarios that could arise in the role and practice answering questions based on those scenarios. This will show the interviewer that you have a good understanding of the job requirements and are able to think critically and creatively.

For example, if you are applying for a product marketing position, you may be asked how you would help align sales, marketing and product management. In this case, you could describe how you would build relationships with the various teams, understand their individual needs and explain how product marketing can help them achieve their goals.

Overall, practicing common interview questions can help you feel more confident and prepared for your interview. Remember to be honest, concise, and specific in your responses, and always highlight your strengths and relevant experience.

Develop your personal elevator pitch

An elevator pitch is a short summary of your background, skills, and goals. Having a clear and concise pitch can demonstrate your enthusiasm and confidence to the interviewer. However, it is important to remember that an elevator pitch is not just about selling yourself, but also about making a connection with the interviewer.

When crafting your elevator pitch, it is important to keep in mind the company and the position you are applying for. This will help you tailor your pitch to the specific needs of the company and show the interviewer that you have done your research. And if you’ve recently been affected by redundancy, then follow this advice to answer why you were made redundant.

Highlight your relevant experience

One of the key elements of any elevator pitch is highlighting your relevant experience. This can include your previous work experience, education, and any relevant skills or qualifications you have acquired. By doing so, you can demonstrate to the interviewer that you have the necessary marketing skills and experience to excel in the position.

For example, if you are applying for a demand generation marketing position, you can highlight your experience in demand creation, demand capture and pipeline growth. This will show the interviewer that you have a deep understanding of demand gen and can contribute to the growth of the company.

Showcase your unique skills

Another important element of an elevator pitch is showcasing your unique skills. Don’t be afraid to share any unusual or niche skills you possess. This can help you stand out from other candidates and can demonstrate your versatility and adaptability.

For instance, if you are applying for a digital marketing position, you can highlight your experience in HTML, CSS or web development. This will show the interviewer that you have a unique set of skills that can be valuable to the company.

Communicate your career goals

Finally, it is important to communicate your long-term career goals during your elevator pitch. This can demonstrate your ambition and drive to excel in the field. However, it is important to frame your goals in a way that aligns with the company’s vision and mission.

For example, if you are applying for a position at a B2B tech startup, you can highlight your passion for working in a fast paced and entrepreneurial environment. This will show the interviewer that you are not just looking for a job, but are committed to working for startups in particular.

Overall, crafting a strong elevator pitch requires a combination of preparation, research, and authenticity. By highlighting your relevant experience, showcasing your unique skills, and communicating your career goals, you can create a pitch that not only sells yourself, but also makes a connection with the interviewer.


Preparing for an interview can be daunting, but it doesn’t have to be. By understanding the interview process, researching the company and role, practicing common interview questions, and developing your personal elevator pitch, you’ll be well-prepared to ace your interview and land that dream B2B tech marketing job.