Marketing & Content Topics
Marketing strategy, content marketing, campaign management, and digital marketing. Covers content strategy, campaign execution, and marketing analytics.
Marketing Technology Fundamentals
Covers the core responsibilities, scope, and day to day activities of a marketing technologist. Candidates should be able to describe marketing technology stacks, common categories of tools, typical integrations and data flows, system administration tasks, and data governance and quality basics. This topic also includes enabling marketing teams through tooling and automation, providing technical support, monitoring and troubleshooting systems, and acting as a bridge between marketing strategy and technical execution. Interviewers may probe understanding of role boundaries, stakeholder collaboration patterns, vendor management, and how to prioritize tech work to support marketing goals.
Digital Marketing Trends
Covers knowledge of current and emerging developments shaping digital marketing and how to future proof strategies. Topics include artificial intelligence and machine learning driven personalization and automation, shifts in privacy and data practices such as cookie deprecation and first party data approaches, major algorithm updates from platforms, new and emerging channels and platforms, and changes in consumer behavior and expectations. Candidates should be able to explain how these trends impact strategy, measurement, targeting, creative, and budget allocation, and describe practical steps they take to stay current and adapt campaigns over time.
Marketing Technology Evaluation and Selection
Covers understanding the marketing technology ecosystem and applying a repeatable framework to evaluate, compare, and select tools and vendors. Candidates should be familiar with common categories such as customer relationship management systems, marketing automation platforms, customer data platforms, web and product analytics, testing and experimentation tools, email and advertising systems, content and social management platforms, attribution and measurement solutions, and integration middleware. They should be able to explain the role each category plays in a stack, typical data flows and integration patterns, identity resolution and customer matching considerations, and how components interact to support measurement and personalization goals. The evaluation framework should include defining the business problem and success metrics, mapping required capabilities to vendor features, conducting gap analysis and weighted scorecards, and planning pilots or proofs of concept. Selection and trade off criteria should address total cost of ownership including licensing, implementation, integration, data migration, training, and ongoing maintenance; expected return on investment and measurable benefits; opportunity cost of not adopting; scalability and performance; security, privacy, and regulatory compliance; vendor reliability and commercial terms including service level agreements and data portability; user experience and adoption challenges; operational support and maintainability; and risks such as vendor lock in and technical debt. Candidates should also be able to discuss build versus buy trade offs, migration and exit planning, pilot success criteria and rollout sequencing, data governance and quality implications, and how priorities and selection trade offs shift with company stage, team capabilities, and budget.
Marketing Automation Platforms and Workflows
Comprehensive domain knowledge and hands on skills for selecting, configuring, operating, and troubleshooting marketing automation platforms and the automated programs they run. Encompasses platform selection and configuration, workspace and user role management, integration with customer relationship management systems, validating data mappings, and operational best practices. Covers workflow and campaign design using triggers, conditions, actions, and workflow components to build trigger based, drip, lifecycle, and lead nurturing campaigns, as well as lead scoring models, segmentation strategies, dynamic content, progressive profiling, and personalization at scale. Includes email marketing strategy and campaign design such as deliverability and list hygiene practices, subject line and content testing, A B testing methodologies, send time optimization, template management, landing pages and form integration, and compliance with regulations such as CAN SPAM and General Data Protection Regulation. Addresses metrics, analytics, and attribution including open rate, click through rate, conversion rate, bounce rate, unsubscribe rate, and campaign level reporting. Details platform operations and troubleshooting such as diagnosing synchronization errors, duplicate records and data conflicts, testing workflows in staging environments, escalation to vendor support, and resolving integration issues, plus scaling and complexity management and orchestration across channels including email, mobile messaging, web, push notifications, and paid advertising. Familiarity with major systems such as Marketo, HubSpot, Salesforce Marketing Cloud, Klaviyo, and ActiveCampaign is relevant, but emphasis is on reliable workflow design, operational excellence, and performance optimization.
Audience Segmentation and Persona Development
Covers methods for dividing an audience into meaningful segments using demographics, firmographics, psychographics, behavior, purchase intent, engagement level, lifecycle stage, and channel or device use. Includes research techniques and data sources such as first party data, surveys, analytics, CRM and third party insights, and approaches to maintaining list hygiene and data quality. Explains how to develop buyer personas and map personas to journey stages, messaging, offers, content formats, and channel strategies. Addresses targeting tactics across platforms including paid media targeting capabilities, email and marketing automation personalization, dynamic content, behavioral targeting, and account based approaches. Covers how to prioritize segments based on value and reach, balance acquisition versus retention and expansion, design targeted messaging for different stakeholder roles or departments, and measure performance and iterate segmentation and personalization strategies. Also discusses trade offs between complexity and operational simplicity, privacy and ethical considerations, and how segmentation informs campaign planning and measurement.
Email Marketing and Customer Engagement Campaigns
Expertise in email as an owned channel for customer acquisition, activation, engagement, and retention. Understanding of email metrics, segmentation strategies, automation workflows, compliance (CAN-SPAM, GDPR), and best practices for maximizing engagement and revenue.
Marketing Operations Fundamentals
Comprehensive knowledge of the purpose scope and responsibilities of marketing operations and marketing technologist roles and how they enable marketing teams to execute campaigns efficiently. This includes understanding how marketing operations differs from marketing analytics and marketing strategy and how the function bridges strategic objectives with technical implementation. Core areas covered are marketing technology stack selection and management, system integration and data flow design, campaign execution workflows, automation and playbook development, process documentation and optimization, and lead management including routing and handoff to sales. Candidates should also understand data quality hygiene and governance practices, measurement frameworks and attribution approaches, funnel stages and conversion optimization techniques, reporting and dashboarding, and how to measure and communicate operational impact. The topic examines trade offs between automation governance and experimentation and the ways marketing operations partners with cross functional stakeholders such as sales product and analytics to improve speed accuracy and outcomes.
Campaign and Content Analytics and Optimization
Measuring and optimizing marketing campaigns and content across channels such as email, digital advertising, direct mail, events, and owned media. Covers defining and tracking key performance indicators and campaign metrics, instrumenting tracking and attribution, conversion and funnel analysis, engagement metrics, and return on ad spend. Candidates should be able to design, run, and analyze A B tests and experiments including sample sizing, assessing statistical significance, and avoiding common pitfalls. Also includes segmentation and personalization strategies, diagnosing creative or targeting issues using analytics, prioritizing optimization opportunities by expected impact and feasibility, and proposing concrete tests and iterative recommendations to improve campaign outcomes and content engagement. Familiarity with reporting dashboards, experimentation frameworks, and multichannel measurement best practices is valuable.
Marketing Technology Trends
Awareness of the evolving marketing technology landscape and ability to evaluate how emerging platforms and techniques affect strategy and operations. Topics include monitoring vendor and ecosystem shifts, assessing advances in personalization and automation driven by machine learning, balancing experimentation with operational stability, privacy and consent implications, running lightweight pilots, and building internal processes to adopt or reject new capabilities responsibly.