Director B2B Lifecycle Marketing
Posted Jul 21, 2026 · We last checked this listing on Oct 6, 2026
Likely interview questions for this role
Written from this job description, not a generic list. Each one notes what the interviewer is really checking.
About your past
Tell me about a time you had to shift a team from reactive lead acquisition to proactive demand generation. What resistance did you hit and how did you handle it?
What they are checking: real change management experience versus theoretical familiarity with the concept
Tell me about a time you had to influence a senior leader who didn't agree with your marketing strategy. What did you do?
What they are checking: executive presence and persuasion skill given this role reports into senior stakeholders
Tell me about a direct report who was struggling to hit their goals. How did you coach them?
What they are checking: people management capability, since this role has direct reports
Why does the power generation or energy industry interest you, and how do you think buying behavior here differs from other B2B sectors you've worked in?
What they are checking: genuine interest and adaptability versus a generic pitch that could apply to any company
What would you do
Describe a situation where Sales and Marketing disagreed on what counted as a qualified lead. How did you resolve it?
What they are checking: ability to broker cross-functional alignment on shared metrics, a known friction point in this role
If you inherited a CRM marketing team where campaign performance data was inconsistent across channels, what would you do in your first 90 days?
What they are checking: practical prioritization and diagnostic approach to messy operational realities
How have you worked with an analytics team to translate customer behavior data into an actual segmentation or campaign strategy?
What they are checking: ability to partner cross-functionally with analytics rather than just consume reports
About the work
Walk me through a B2B lifecycle campaign you built from scratch, from segmentation to measuring pipeline impact.
What they are checking: whether the candidate has actually owned end-to-end lifecycle campaign design, not just executed pieces of one
How would you approach building vertical marketing strategies for a company like Generac that sells across very different buying groups, like commercial facilities versus industrial operations?
What they are checking: depth of vertical segmentation experience versus generic B2B marketing knowledge
What's your experience with ABM tools like 6sense, and can you give an example of how you used intent data to prioritize accounts or buying groups?
What they are checking: hands-on platform fluency versus surface-level exposure to ABM concepts
How do you build and use customer journey maps and personas in a way that actually changes what channel teams do day to day?
What they are checking: whether journey mapping is a strategic tool for them or just a deliverable that sits in a deck
What KPIs have you owned in past roles, like qualified leads, conversion rate, or customer lifetime value, and how did you move them?
What they are checking: whether the candidate can speak concretely to metrics ownership versus vague claims of data-driven work
What does customer experience mean to you in a B2B context, and how is it different from B2C personalization?
What they are checking: understanding of the nuances of B2B buying committees versus individual consumer journeys
Practice this interview out loud.
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Practice this out loudThe full job description
As published by Generac.