Describe a specific automation workflow you built: the trigger, the sequence, the personalisation logic, and the measurable result.
Look for: experience with automation platforms (HubSpot, Marketo, Pardot), lead scoring, nurture sequence design, trigger-based campaigns, personalisation at scale, and measuring automation impact. Best candidates discuss the balance between automation and authenticity.
Practical modern marketing skill. Candidates who only do manual campaigns will not scale. Ask about lead scoring models and how they defined the criteria.