Matt Henderson

Here are some red flags for hiring for SEO/Paid in particular: Any highlights of percentages that the individual improved in their organic or paid channels that is suspiciously too perfect. IE. 100% growth year over year or 40% improvement to CAC. What you want is the people who put something like "52.5%" If someone neglects to mention the way their team helped them achieve something. It's a team sport. Anyone who mentions or lists a lot of freelance jobs or short stints at companies. You want s ...Read More

I always want an example of a marketing campaign front to back that this person was primarily responsible for (usually in slides, but I don't mind just a notion/google document as long as they can talk through it). I want to see their thinking behind the campaign, not necessarily just results. I want to see that they work well with others and don't take sole credit for everything in the campaign. If they need to obfuscate the results or even make them up because it's been too long, that's fine, ...Read More

Here are some of my favorite questions for this and what you can be sifting for with them: Tell me about an average day at your current job? Autonomous folks are hunting for projects, looking for ways to optimize even just 1% further in their day to day. What was a time where you created a new process that didn’t exist before? The person should be debating between two or three examples because there's a handful in their mind. Or at least one really good example. If there is any hesitation beyond ...Read More

Pipeline claims are hard. If the number seems outlandish, I'll usually ask "Wow, what was the pipeline in the prior qtr?" or "Wow, what was the goal?" On team leadership, these actually have been auto-generated and async for me, but some of the most revealing question that I've used is: How would you rate [insert person] on these attributes as compared to others you’ve worked with? Attention to detail * Enjoyable to work with Optimism * Intelligence Consistent delivery of quality work Handles st ...Read More

We take a bit of a different approach to attribution where we have no third party cookies on our website. Our audience is very sensitive to being tracked and it allows us to focus on channels that drive true demand creation. Here's a link to full post: https://hendersonmatthew.substack.com/p/we-removed-advertising-cookies-heres, but we focus heavily on channels like influencers, OOH, podcasts, etc. We do still have an attribution model based on referrer URL and UTMs at time of conversion, and we ...Read More