Want to learn from the best minds in marketing? Interviews with marketing experts offer unparalleled insights into the strategies and tactics that drive success. But how do you conduct these interviews effectively to extract actionable advice? Master this process, and you’ll unlock a wealth of knowledge.
1. Define Your Interview Goals
Before you even think about reaching out to potential interviewees, you need a clear understanding of what you hope to achieve. Are you looking to understand current trends, delve into specific strategies, or gather advice for a particular marketing challenge? Specificity is key.
For example, instead of a broad goal like “understand social media marketing,” try something like “discover how B2B companies are using short-form video on LinkedIn to generate leads in 2026.” The more focused your goal, the better you can target your interview questions and potential guests. We aim for at least three concrete learning objectives before reaching out to anyone.
Pro Tip: Write down your goals and share them with your team (if applicable). This ensures everyone is on the same page and can contribute to the interview preparation process.
2. Identify the Right Experts
Not all marketing experts are created equal. You need to identify individuals whose experience and expertise align with your interview goals. Look beyond the big names and consider those who are actively working in the trenches, driving results for real businesses. Think local! Metro Atlanta is a hotbed for marketing innovation. Check out speakers at past AMA Atlanta events or look to faculty at the Robinson College of Business at Georgia State.
Where do you find these experts? LinkedIn is an obvious starting point. Use advanced search filters to identify marketers with specific skills, industries, or roles. Another great resource is industry publications and blogs. Pay attention to authors who consistently produce high-quality content and offer unique perspectives. Finally, don’t underestimate the power of referrals. Ask your network if they know anyone who would be a good fit.
Common Mistake: Focusing solely on the number of followers or social media presence. While influence is important, prioritize actual experience and proven results. I had a client last year who was obsessed with influencer marketing, but they didn’t bother to check if the influencers’ audiences actually aligned with their target market. The campaign was a complete flop. And speaking of ROI, see our piece on Influencer ROI.
3. Craft Compelling Outreach
Once you’ve identified your target experts, it’s time to reach out. Your outreach message needs to be personalized, concise, and compelling. Explain why you’re interested in interviewing them specifically, and clearly outline the benefits of participating. What will they gain from the interview? Exposure to your audience? A chance to share their expertise? Make it worth their while.
Here’s a sample outreach message:
Subject: Interview Request: B2B LinkedIn Video Marketing
Hi [Expert Name],
I’m [Your Name], [Your Title] at [Your Company]. I’m a big fan of your work on B2B marketing, especially your insights on LinkedIn video. We’re working on a series of interviews with marketing experts to uncover actionable strategies for our audience of small business owners.
I’d love to interview you about your experience with short-form video on LinkedIn for B2B lead generation. We anticipate the interview lasting 30-45 minutes and would promote it to our audience of [Number] subscribers.
Are you open to a quick chat to discuss this further?
Best,
[Your Name]
Pro Tip: Use a tool like Apollo.io to automate your outreach and track your response rates.
4. Prepare Thought-Provoking Questions
The quality of your interview hinges on the quality of your questions. Avoid generic questions that can be answered with a simple Google search. Instead, focus on questions that delve into the expert’s unique experiences, insights, and perspectives. Prepare open-ended questions that encourage detailed responses. What’s one thing you wish more people understood about attribution modeling? What’s the biggest mistake you see marketers making with AI-powered tools? The goal is to extract valuable, actionable advice that your audience can use.
Here are some example question categories:
- Experience-based: “Can you share a specific example of a successful campaign you ran using [Specific Strategy]?”
- Insight-driven: “What are some emerging trends in [Specific Area of Marketing] that marketers should be paying attention to?”
- Advice-oriented: “What’s one piece of advice you would give to a marketer who is struggling with [Specific Challenge]?”
Common Mistake: Sticking rigidly to your prepared questions. Be prepared to deviate from your script and follow interesting tangents. Some of the best insights come from spontaneous conversations.
5. Conduct the Interview Like a Pro
During the interview, your job is to be an active listener and guide the conversation. Pay close attention to the expert’s responses and ask follow-up questions to clarify points or explore new angles. Be respectful of their time and stick to the agreed-upon schedule. Use a reliable recording tool like Riverside.fm for high-quality audio and video.
Here’s what nobody tells you: silence can be your friend. Don’t be afraid to let a few seconds of silence linger after the expert finishes speaking. This gives them a chance to gather their thoughts and potentially offer even more valuable insights.
Remember to thank the expert for their time and offer to share the finished interview with them before it’s published. This shows respect for their expertise and gives them an opportunity to provide feedback. Speaking of respect, accessible marketing should be a priority.
6. Edit and Polish the Interview Content
Once the interview is complete, it’s time to edit and polish the content. Transcribe the interview using a service like Otter.ai. Then, review the transcript and identify the most valuable insights and actionable advice. Edit the transcript for clarity and conciseness, removing any unnecessary filler or tangents. Organize the content into a logical structure that is easy for your audience to follow.
Consider adding visuals to enhance the interview content. This could include screenshots, charts, graphs, or even short video clips. A picture really is worth a thousand words.
Pro Tip: Use a tool like Grammarly to check for grammar and spelling errors.
7. Promote the Interview Widely
Once the interview is published, it’s time to promote it far and wide. Share it on your social media channels, email list, and website. Tag the expert in your social media posts and encourage them to share it with their network. Consider repurposing the interview content into other formats, such as blog posts, infographics, or short video clips. The more you promote the interview, the more value you’ll get out of it. In fact, we typically spend 2x as long on promotion as we do on the interview itself.
Case Study: We recently interviewed Sarah Jones, a marketing director at a local SaaS company, about her experience with account-based marketing (ABM). We promoted the interview on LinkedIn, Twitter, and via email. Within one week, the interview generated over 500 website visits and 50 new leads. By repurposing the interview content into a blog post and infographic, we were able to extend its reach even further. We also saw a noticeable increase in our website’s search engine ranking for keywords related to ABM.
8. Measure and Analyze Results
Finally, it’s important to measure and analyze the results of your interview. Track key metrics such as website traffic, social media engagement, and lead generation. Analyze the data to understand what resonated with your audience and identify areas for improvement. Use this feedback to refine your interview process and create even more valuable content in the future. The IAB offers great resources on measurement and attribution, if you’re looking for benchmarks.
Conducting interviews with marketing experts is a powerful way to learn from the best in the industry and provide valuable content to your audience. By following these eight steps, you can conduct effective interviews that generate actionable advice and drive results for your business.
But here’s the thing: you can’t just passively consume this information. You need to take action and implement what you learn. What are you waiting for? Go out there and start interviewing some marketing experts! And to avoid common mistakes, check out our post on marketing mistakes killing conversions.
How do I convince a busy marketing expert to agree to an interview?
Highlight the benefits for them: exposure to your audience, a chance to share their expertise, and potential lead generation. Personalize your outreach and be respectful of their time. Offer to make it easy for them by providing pre-prepared questions and handling all the technical aspects.
What’s the ideal length for a marketing expert interview?
Aim for 30-45 minutes. This provides enough time to delve into the topic without overwhelming the expert or your audience. However, be flexible and adjust the length based on the complexity of the topic and the expert’s availability.
What equipment do I need to conduct a high-quality interview?
At a minimum, you’ll need a reliable microphone, a stable internet connection, and a recording tool like Riverside.fm. If you’re conducting a video interview, make sure you have good lighting and a clean background.
How do I handle a difficult or unresponsive interviewee?
Be patient and understanding. Some experts may be naturally reserved or have difficulty articulating their thoughts. Try to rephrase your questions in a different way or provide more context. If the interviewee is consistently unresponsive, it may be necessary to gently steer the conversation in a different direction or even cut the interview short.
What are some common mistakes to avoid when interviewing marketing experts?
Avoid asking generic questions, sticking rigidly to your prepared script, and failing to actively listen to the expert’s responses. Also, be sure to properly promote the interview after it’s published to maximize its reach and impact.
The single most impactful thing you can do right now is identify one marketing expert you admire and send them a personalized interview request. Don’t overthink it—just take that first step. Also, take a moment to review our guide on marketing moves that actually work.
