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Matt Hummel

AMA: Demandbase Head of Digital Marketing, Matt Hummel on Demand Generation Career Path

January 31 @ 10:00AM PT

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  1. As a hiring manager, what do the best demand generation candidates have in common?

    Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    The best demand gen candidates bring a balance of art and science! Demand Gen is not just being a digital marketer, and it's not just being really creative. It's so much more, and the best candidates I've worked with bring an appreciation of the customer to the forefront of the discussion. They combine that with an approach that balances both art and science, creating compelling programs that ultimately serve the customer which in turn serves their own organization.

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  2. What is your favorite demand generation interview question and the best answer you've heard?

    This could be tech stack related questions, but also more general demand gen questions.

    Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    Walk me through your favorite campaign. 

    I love this question but it's pretty open-ended and can reveal a lot about the way in which a candidate thinks. Did they understand their audience? Did they design their program in a way to achieve the goals? Did it even have established goals? Was in creative in the sense that it ultimately achieved what it set out to achieve? 

    It enables a candidate to demonstrate how they think about strategy, planning, and execution without leading the witness!

    2,640 Views
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  3. What are one or two pieces of advice you would give to others who are hoping to become demand gen leaders?

    Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    This is a great question as Demand Gen has so many unique skills, responsibilities, paths, roles, etc. - one could easily go crazy trying to become an expert in every field, or feel inadequately prepared to be a leader if they don't feel qualified across the broad spectrum of DG responsibilities.  I have good news for you - being a Demand Gen leader isn't easy, but it's not as hard as you may think. I belive if you focus on the following two things you will significantly improve your chances of ...Read More

    851 Views
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  4. What framework do you use when assessing a new opportunity at a different company?

    Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    This is a great question, and like most questions, there isn't one perfect answer. It really depends on the organization (size, growth rate, etc.), but I'll share some key things I would certainly want to evaluate for most situations. Available support: unless they are expecting you to do everything, it's important you understand what type of support resources you have. Will you have Marketing Ops, Sales Ops, paid media support, content marketing, etc. Some demand gen marketers can do all of tha ...Read More

    1,106 Views
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  5. What are the most important soft and hard skills Demand Generation managers can build to become successful in their field going forward?

    Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    Demand generation encompasses so many unique skills - both technical, but also business acumen. I'd contend there is no perfect singular answer to this question, as each company's situation will be unique and have some nuance around what skills would be most beneficial. With that said, there are some core fundamental skills you should develop: Hard skills: SEO, CRO, digital advertising, data analytics, copywriting (super underrated!), nurture strategy (this one could differentiate you), and it w ...Read More

    1,188 Views
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  6. What are some of examples of ways you have been able to get promoted or support your colleagues to get promoted at the same company?

    Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    I believe there are two keys to growing your career as a demand marketer: Know your numbers Own your numbers Now this isn't to say demand gen is all about pipeline. There's more to unpack here. Knowing your numbers means knowing what's required to achieve the plan, both from a marketing perspective but also from an overall sales and revenue perspective. Beyond that, it means understanding the different levers you can pull to achieve your numbers (hint, it's not just about volume!).  Owning your ...Read More

    1,356 Views
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