What Marketing Operations tools should you know for an interview?

Martech is now Marketing, so you should have good understanding of tools that can solve business problems of MOPs areas, strategies are more important so that you can use these tools in right ways. There are thousands of tools in Market and list is ever growing, so it’s more about that you how to employ use cases, strategy and solving problem by employing right tools. Person should be able to use tool to bring scale, simplification, intent and customer intimacy. For Marketing automation knowledge on Marketo, Hubspot, SFMC, Pardot. CRM: SFDC, D365, Zoho, freshwork Analyst: Adobe analyst, GA4, Factors.ai Reporting - Tableau, PowerBI, Excel Database - snowflake, PostgresSQL, SQL CDP: Adobe CDP, salesforce CDP Generative AI - ChatGPT

It's less about the tools and platforms you know, and more about you having past experience that demonstrates you have have the ability to master different tools over time, and that you have a good understanding of the tool categories (E.g. iPaaS, CRM, CDP, MAP, etc.). There are over 11000 marketing and sales technology tools in the most recent 2023 Marketing Technology Landscape Supergraphic that Chief Martec puts out every year. Specific tool experience should only be mandatory if you are hiring for a position that is a team-of-one, or you absolutely need a tool expert who can hit the ground running on day 1.

Going beyond individual tools, and understanding how the data from these tools needs to be ingested into internal databases / data lakes is key. Knowing which data sets are priority to retain, understanding which tables should be tied together for advancing analysis opportunities, and understanding data models overall can be a differentiator. Anyone can learn Google Analytics, but understanding how to pair GA data with full funnel campaign data (i.e. Marketo, Paid Channels, SFDC) is much more valuable.

Marketing Automation Software: Familiarize yourself with marketing automation platforms like HubSpot, Marketo, or Pardot. These tools are crucial for automating repetitive marketing tasks, lead nurturing, and email campaigns. In a Marketing Operations interview, the candidate showcased their proficiency in using a CRM system (Salesforce) to segment leads and personalize email campaigns. They also discussed their experience with Google Analytics for tracking website traffic and conversion rates. This well-rounded knowledge of tools demonstrated their ability to manage marketing processes effectively.

For a marketing operations interview, it's beneficial to be familiar with tools like HubSpot, Marketo, Salesforce, Google Analytics, and marketing automation platforms. Additionally, understanding CRM systems and data analytics tools can showcase your proficiency in managing and optimizing marketing processes.

Active Campaign - another example. During the interview, I place a particular emphasis on a candidate's comprehension of the sales funnel. While today's automation tools are undeniably potent, their true value emerges when they are leveraged optimally—delivering the most pertinent messages at the right moment through a well-coordinated mix of channels. If a candidate lacks experience with a specific tool but has adeptly employed other similar tools, I interpret this as a strong indicator of their ability to adapt and learn.

The top Marketing Automation tools: - Marketo - Pardot (Marketing Cloud Account Engagment) - Marketing Cloud But if you dont have access something like Mailchimp would be valuable. I would also look into iPaaS tools like Zapier to learn how automation outside of email can help. learning the "IF this" Then That" type logic is invaluable.

Knowing an Automation tool can help you land a specialist role but to go beyond that, you need to be able to demonstrate that you understand fundamental concepts regardless of the Automation tool. These include concepts such as lead routing, scoring, nurture, segmentation, amongst others. The tools will change over time but these fundamentals won't change as much or as fast. This will help you stand out a bit more but you're likely still to remain a specialist. What can really help you stand out from a technical perspective is the ability to learn different tools such as a MAP, iPaaS, CRM, CDP and some basic knowledge of programming. The key here is to be able to get them to work together to achieve marketing goals. Now you really stand out

One of the best automation tool which I use is Zapier. No matter what your other tech-stack is, Zapier can connect with almost all of them giving you capability to perform some transformation to the data before pushing it.

I'd argue that what is more important is an understanding of how to replicate these tools at a basic level. An understanding of python, Office Scripts and power automate are much more useful than an understanding of a specific automation tool that may not be in use in your specific setting.

When speaking about content management tools to a hiring manager, concentrate on the role of content management tools in maintaining a consistent brand identity and messaging across all marketing channels. These tools allow you to ensure that your content aligns with your brand's voice, style, and visual identity, enhancing brand recognition and trust among your audience.

Webflow and Hubspot CMS are also gaining popularity, especially for small to medium sized businesses. These CMS platforms allow for easier editing of the look of a website cutting down the need for an engineering or a web development team.

I hadn’t thought to ever include any CMS platform experience, I typically speak to knowing HTML/CSS to present a more technical, platform neutral skill set. I can also discuss content tracking via custom fields or Bizable touchpoints, if a CMS platform is not on the roadmap.

Content management tools like WordPress, Shopify, Wix, and Canva are essential for creating, organizing, and distributing diverse marketing content. In interviews, articulate how you leverage these tools to plan and execute content strategies, design and edit materials, optimize for SEO, and manage content calendars, showcasing your prowess in effective content management.

Iniciei minha experiência na área quando ainda estava na faculdade, cursando Publicidade e Propaganda. No terceiro semestre, come?amos a introdu??o nos programas de design do pacote adobe. Desde ent?o, comecei a testar pe?as visuais como "portfólio" para futuras vagas, já que nesse início de curso nenhum conhecimento ainda é t?o concreto. Acredito que a experiência, conhecimento e domínio de ferramentas como essa, mesmo que mais simples e em vers?es gratuitas - como o Canva, por exemplo - abre possibilidades em entrevistas de emprego.

Adoption to Project Management software is a non-negotiable for collaboration. Gone are the days when it takes 1000's of emails to complete a Product Launch or Campaign. There are many available (Trello and Asana mentioned above) and I use Monday.com. During an interview, it's important not only to communicate that you understand that every project follows a "process"...but that you have the skill to translate that process into a tool for collaboration AND facilitate adoption and management of the software.

I have used Slack and Asana personally, and believe that they make a great collaboration tools. 1. Slack -- Slack can act as instant communication tool where topic wise discussion can happen. 2. While Asana can act as the task management tool where all the documents and files can be kept organized with the communication on each task.

Especially with work becoming increasingly remote, involving collaboration between team members that often never meet face-to-face, implementing a collaboration tool is an absolute necessity. Great tools (Asana, Workfront, Wrike...) will enable not only the efficient assignment of work—through proper project- and resource-management—but crucially a true "meeting" space and a "Single Source of Truth" where all ideas, communications, reviews and approvals, and reporting exist; no more endless hunting for emails or files, no version control issues or any he-said-she-said, but one place where all work management and collaboration happens.

The adept use of collaboration tools in a marketing context is not just about technological proficiency; it's about fostering a culture of transparency, efficiency, and inclusivity. These tools—be it Slack for communication, Trello or Asana for task management, or Google Workspace for document sharing and real-time collaboration—are the backbone of modern, agile marketing teams. They enable a level of coordination and communication that traditional methods cannot match, especially in a world where remote work has become increasingly prevalent.

Collaboration tools like Slack and Trello enhance communication and project management within marketing teams. By centralizing discussions, file sharing, and task assignments, these tools improve workflow efficiency and foster collaboration among team members. For instance, using Trello's Kanban boards, marketers can visualize project progress, allocate resources, and track deadlines in real-time. A job interview will present opportunities to go beyond the basics and show you can think long term. You should show you are aware of problems related to overutilizing tools (e.g., Zoom fatigue), have experience with different compliance scenarios, and overall will avoid a "too many cooks" craze in tooling.

In addition to evaluating a candidate's proficiency with specific tools, my interviews also focus on assessing their understanding of the necessity of testing. I delve into where they source ideas for tests, their methodology for drawing conclusions, and their capacity to transform these conclusions into actionable insights.

Testing tools such as Optimizely and Google Optimize enable marketers to conduct A/B tests and optimize website performance. By experimenting with different designs, content variations, and call-to-action buttons, marketers can identify high-performing elements that drive conversions. For example, using Optimizely's visual editor, marketers can easily create and deploy experiments to test hypotheses and improve website engagement. A good interviewee will know about the tools and processes surrounding them. A great interviewee will have conducted several tests with these and other tools and can discuss tech-agnostic testing frameworks, highlighting how different testing practices helped different business goals.

I have seen clients of AnalyticsLiv using Google Optimize, but that has been sunset now. The other tools which are essentially very impressive are VWO, Adobe target, Optimisely. Funnel builders can also be utilized for this, like Clickfunnels.

Utilizing testing tools like Optimizely, VWO, Google Optimize, and Unbounce is crucial for optimizing marketing campaigns. In interviews, showcase your proficiency in setting up and running A/B tests, multivariate tests, or split tests. Demonstrate your ability to analyze and interpret data, implementing changes that yield measurable improvements in campaign performance.

Testing tools are not merely about optimizing individual campaign elements; they are about adopting a holistic, iterative approach to marketing. They enable a shift from a one-size-fits-all strategy to a tailored, constantly improving approach that aligns closely with customer needs and preferences. The ability to test, learn, and adapt rapidly is what will set apart successful marketing strategies in an ever-evolving digital landscape.

I think a good way of assessing may be which books he has read on communication, what practices he incorporates in his communication and what certifications he has achieved, especially the ones which are proctored.

Communication! Knowledge, you need knowledge to have a positive communication. Knowing the space, new tools, the news and … will help you have a productive communication, asking the right questions and analyze how you can help and how others can help you is important. Information is out there, if you are not willing to learn you won’t be successful

Newsletters. Hay infinidad de newsletters ahí fuera de gente que sabe mucho, y que lo está compartiendo semanalmente. Personalmente es la manera que tengo de tratar de estar al día sobre mis áreas de trabajo e ir aprendiendo cosas nuevas.

Decisioning Tools: The holy grail of marketing and customer engagement is to know your customer and show them that you know them. This requires marketers to ensure that consistent experience is enabled at each interaction through relevant next best conversations. Decisioning tools act as central brain to help present those NBCs that understand context across channels and customer types. Usually these tools tend to be an added layer of hyper personalisation over and above basic campaign management applications. Many exist like SAS, Pega or you may make your own if you have strong analytics team.

I wouldn't expect a candidate to demonstrate knowledge of specific tools during an interview. That doesn't seem like the best use of our time together. I would rather talk about how they approach processes and unfamiliar tools. It is much more interesting for me to see how they think and learn rather than count how many tools they have used.

Megha is absolutely right. The goal for Marketing Ops is making sure your team is the most efficient as possible, with the 'smallest' TechStack possible. Very similar to the "Least Viable Audience" mentality, you have to think what can the team's maximum performance be, with the least amount of tech. Marketing Ops is all about streamlining "maximum efficiency".

Marketing Operations Tools should make your life easy not more complicated. With tons of tools in the space currently. It is important to LIMIT your Marketing Operations Teckstack. Focus on Tools that have the capability of doing multiple things at the same time instead of categorizing these tools into different sections. For example: HubSpot is a great All-in-one tool which has the capability of Analytics, reporting, automation, testing, content management, collaboration, learning etc.

As a Marketing Operations Leader, I couldn't agree more. Simplifying our tech stack has been a game-changer for us. HubSpot's all-in-one functionality has streamlined our processes, enhancing efficiency across analytics, automation, and collaboration. Consolidation truly brings clarity and effectiveness to our marketing operations. ?? #MarketingOps #TechStackSimplicity"