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Marketo Interview
Questions

30 Questions and Answers by Helen Lee

Published January 18th, 2019 | Helen Lee is a freelance data analyst and writer with over 15 years of experience in marketing.
Question 1 of 30
At Marketo, we find product development experience to be valuable as a member of the technical team. Talk about your product development experience and what stages of the process you find to be the most challenging.
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How to Answer
At Marketo, having some form of product development experience is very helpful as it gives team members a holistic view of its products. Technical team members are encourage to view the project from different perspectives and to not be caught up in the programming or troubleshooting of the products.

Share your product development experiences, which may include involvement in all phases or maybe only a couple. In your response, include what aspect of your experiences you found to be most challenging and why.
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1.
At Marketo, we find product development experience to be valuable as a member of the technical team. Talk about your product development experience and what stages of the process you find to be the most challenging.
At Marketo, having some form of product development experience is very helpful as it gives team members a holistic view of its products. Technical team members are encourage to view the project from different perspectives and to not be caught up in the programming or troubleshooting of the products.

Share your product development experiences, which may include involvement in all phases or maybe only a couple. In your response, include what aspect of your experiences you found to be most challenging and why.

Helen's Answer #1
"Working as a software engineer in a few different corporations, I had the fortunate opportunity to participate in product development projects. These projects were for new products that complemented our current offerings. I had the opportunity to actively participate in all phases - from brainstorming to final product release. One of the most challenging aspects of working in these groups was understanding the roles and perspectives of team members, most of whom worked in different departments. However, this challenge resulted in an invaluable learning experience for me as I gained a better understanding of the company and product development process overall."
Helen's Answer #2
"As a software developer, I have had experience working on product development teams in different capacities. My various roles had me contributing to different phases of the project including brainstorming, programming and product release. In each of these roles, I offered a technical perspective on the proposed product. At times, my participation in these projects proved to be difficult as I tried to communicate the more technical aspects of the product to a non-technical audience. Despite the difficulties, I believe I learned a great deal about the different development phases and the roles each department plays."
2.
Customization is an important aspect of email marketing as a company's goal is to get the right message to a customer or prospect. Tell me about a time when you worked with the customization aspect of email marketing.
Many companies find customization to be an important part of their email marketing programs. Customization makes the messages more personal and relevant to the recipients, whether they are current customers or prospects. Talk about your understanding of how companies use customization in email marketing and include details of your experiences working with email customization.

Helen's Answer #1
"Personalizing email marketing messages help companies' messages stand out in a crowded inbox. It's important that companies start using more than just the name when it comes to email customization. Many of the more well-known companies use purchase and/or browsing history to personalize the messages they send out. I have worked with companies to link their databases to their email marketing tools to find more impactful ways to customize messages. In the process, I learned how improvements in database structures and data stored can help build more impactful messages."
Helen's Answer #2
"Working with marketing departments of various companies, I have learned the importance of having an impactful message. Customization is one effective way to do this. Although my technical experience in this area may appear limited, I believe my experience on the marketing side will help to build better tools and processes to streamline email marketing customization. Making the process more efficient will help marketers concentrate resources on strategy and less on tasks that can be planned ahead of time."
3.
What do you think our company's biggest challenge is?
What is this particular company's biggest challenge, and how do you think that you can assist?

Helen's Answer #1
"After speaking with you further about the company, and this role, I believe that the biggest challenge this company has faced is in hiring the right talent. I have a strong background in recruitment as well as management and do feel that I can assist with this hurdle. Having the right team players is imperative to a company's success and, if we can tackle that, I see great things happening."
Helen's Answer #2
"That is a tough question because I have not spend time working within your organization. Knowing the industry, my best guess would be that the biggest challenge is the same challenge any marketing company faces, and that is keeping up with the fast paced changes in marketing, advertising, and social media."
4.
Tell me about your experience working with databases, specifically as it relates to email marketing platforms.
Databases are an integral part of email marketing platforms. Data stored in these databases are responsible for personalization and segmentation of email communications. Detail your database experience while working with email marketing platforms. If for some reason your database experience is limited, make sure you are able to communicate your understanding of the vital relationship between a company's customer database and its email marketing platform.

Helen's Answer #1
"Without a reliable connection between a company's customer data and its email marketing platform, customer emails would be significantly less impactful. However, it is important to understand that it is important that there is a two-way connection between a company's databases and the platform as data should be fed back into a database storing data such as open rates and click-through rates. I have experience working with database connections in both situations, ensuring data is correctly transferred and stored in databases. My experience includes troubleshooting issues that lead to incorrect personalization of emails and corrupt data being transferred back to the company."
Helen's Answer #2
"My extensive experience working with data as it relates to email marketing campaigns has exposed me to database issues that may emerge unexpectedly. I have seen the effects of having errors in database connections or corrupt data and the importance of ensuring customer data is stored properly in databases. It not only affects a company's ability to send appropriate messages to its customers, but it also can prevent companies from conducting meaningful analyses of their email marketing efforts."
5.
Artificial intelligence plays an important role in Online Marketing. Marketo would like to ensure its tools continue to include artificial intelligence capabilities. Talk about your experience with or knowledge of artificial intelligence.
Artificial intelligence allows systems to learn from past experiences to complete human tasks such as decision making. In the realm of Online Marketing, examples where artificial intelligence may be used is in building marketing campaign strategies and with chatbots.

Marketo would like to gauge your knowledge of and experience with artificial intelligence. Relate any experiences you may have with it to how it may be used in the Online Marketing industry. If you do not have direct experience with artificial intelligence, then make sure you understand well the definition of it and how it can be used by online marketers.

Helen's Answer #1
"I believe artificial intelligence helps companies make informed decisions more quickly. It also allows companies to mimic human interaction online, thereby making it more likely to create a personal connection with customers in a cost efficient manner. I have experience implementing artificial intelligence into chatbots for a large e-commerce company. Our team used large data sets to develop algorithms used by chatbots to address customer service issues online. The development was an ongoing process of adjusting algorithms to ensure customer communications effectively and efficiently addressed the issues."
Helen's Answer #2
"I do not have experience working directly with artificial intelligence, but I am confident my knowledge and interest in the subject will add value to the product development work at Marketo. From an Online Marketing perspective, artificial intelligence helps marketers to create personalized online messages with little or no human intervention. This will allow companies to quickly send messages to targeted populations with the most effective messaging at the right time and through the right channel. In addition, with the advent of voice assistants such as Alexa, voice search will be an important aspect of online marketing and artificial intelligence plays a role in this as well. As algorithms improve over time, voice search will become more reliable and used more frequently."
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