Here's how you can showcase your expertise with marketing automation platforms in an interview.

Understanding marketing automation platforms is essential. Go beyond the basics by discussing how you've used specific features to drive campaigns and the results achieved. Tailor examples to the platform the company uses, if known. Explain how you've customized workflows, segmented audiences, and used analytics to refine strategies. Articulating these details shows mastery of the tools, not just usage.

My approach integrates marketing automation into broader strategies to drive alignment with business objectives. For example, I used lead scoring to prioritize high-value prospects, aligning our efforts with sales goals. Additionally, I leveraged automation for customer journey mapping, enhancing our engagement strategies and improving conversion rates.

In addition to this, agility in the industry is very important. Because of the landscape of lead and client acquisition, along with ever evolving systems, a constant review is necessary so that updates can be made as quickly as possible. This will improve the results of any campaign. Monitoring top performing campaigns and further defining the strategy when the traction decreases can increase the return on investment of any marketing automation strategy.

En una entrevista de trabajo es importante que menciones que herramientas de automatización sabes utilizar pero es más importante aún que sepan cómo las has utilizado. NO hables de Mailchimp, habla cómo hiciste un lead magnet y a través de Mailchimp creaste una automatización en 5 pasos para convertir desconocidos en seguidores o compradores.

Appetite for learning is probably THE most important trait for any aspiring marketing ops hire with a lean towards technology… A couple of certifications are a plus, but you needn’t have every certificate under the sun. Know the core concepts of marketing automation, keep pace with trends, up-skill in connected disciplines (e.g scripting / analytics) and show that you like to experiment in order to drive continuous improvement.

Go beyond… Add your expertise from cross platform tools you have worked to integrate with your MAP and highlight the areas of business essential in using those tools and technologies. Mention your knowledge in coding language like JS, Python or any low-code platforms usage that supports or boost the performance of the Marketing Automation for third-party integration using API and Webhooks.

You can’t know every tool but if there is a similar tool you know chances are your skills are transferable. I started with salesforce marketing cloud and was an admin for a few years, then I learnt marketo way faster because I could easily transfer my knowledge from one tool to the other so the learning curve for marketo was way faster. Then I learnt Hubspot and had a similar experience (could learn in no time thanks to my previous marketing and marketing cloud experience . Same if you know excel well, you will be able to learn google sheets easily. Or power bi to looker studio (and tableau to some extend although tableau is more difficult)