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Written Challenge: Director of Demand Generation

 

Thank you for your interest in joining our team at Outlier! We feel that it is very important for potential team members to understand what it would be like to work at Outlier, and we would like to understand the kind of work you would do if you were on our team. This challenge is based on a real problem you might face at Outlier and involves you giving a 45-minute presentation to members of our team, which we will then discuss during the course of in-person interviews. 

Background

We are considering you for a role as our Director of Demand Generation. In this role, you will be responsible for all aspects of creating demand for Outlier. This will include the development of a multi-channel demand generation strategy that may include SEM, email, paid and organic social, display/retargeting, and content syndication. In addition, you will be responsible for the selection and management of events as well as maximizing the effectiveness of the website in attracting and converting inbound leads. You will manage the marketing budget, drive campaign execution across the organization – with a particular focus on BDR – and continually measure and optimize demand generation spend and programs to meet pipeline, revenue, and CAC targets.

Problem Statement/Scenario Problem

Currently, Outlier sales opportunities are primarily generated by the marketing team through SEM/SEO, email, events (including regular webinars), and outbound BDR campaigns. The marketing team has experimented with other channels at varying levels of investment and results. 

There is ample opportunity to make your own deep imprint on our go-to-market strategy, the composition of our team, and the systems and practices we rely on. We are interested in how you would shape a demand generation strategy to make the most of this upcoming increase in investment and scope. 

If you were to join Outlier tomorrow, how would you go about creating an initial demand generation strategy? What particular strengths and experience would you bring to the team?

  • What types of information would you look for? What data is most critical?
  • Who would you want to talk to and what would you want to learn from them?
  • How would you go about evaluating the historical performance of different channels?
  • What would be your approach to determining the optimal investment in each channel?
  • What are the most important metrics you would want to track and follow?
  • How would you structure the plan in a way that is easily understood by the extended team? How would you align with sales and BDR specifically?
  • What types of systems, team members, and/or agencies are most critical to your plan?
  • How would you adapt and adjust the plan over time?
  • What risks or pitfalls would you look to avoid?

Of course, we’re not looking for a complete demand gen plan here. We are curious about how you would approach the challenge and what the output of your plans might look like. 

Extra credit for discussing your “signature campaign.” What was the goal? How was the plan developed? What were its major components? How was it measured and what were the results? What did you learn to apply to other campaigns?