Latest / The Marketing Career Podcast with Fexingo: Marketing Jobs, Skills, and Career Growth / How Marketers Use Informational Interviews to Uncover Hidden Roles
Transcript
- Lucas: So there's this stat that's been bouncing around for years — depending on who you ask, somewhere between 70 and 85 percent of roles are filled through networking, not job boards. Luna: Yeah, I've heard that. But it always feels a bit abstract, like, okay, I'm supposed to 'network' — but what does that actually look like on a Tuesday afternoon? Lucas: Exactly. And the answer, I think, is the single most underused tool in the marketer's career toolkit: the informational interview. Not a job interview. A structured conversation where you're there to learn, not to pitch. Luna: Right. And I think a lot of marketers avoid it because it feels awkward or transactional. But when done right, it's anything but. Lucas: Let's make it concrete. A friend of mine — let's call her Jenna — was a brand manager at a consumer goods company. She wanted to move into product marketing at a fast-growing SaaS firm. She spent six months applying to posted jobs. Silence. Then she switched tactics. Luna: Let me guess — she started having conversations. Lucas: Exactly. She identified fifteen people at her target company — people in product marketing, product management, even customer success. She reached out with a simple note: 'I'm exploring a move into product marketing and would love to hear about your journey. No agenda, just curiosity.' Luna: That's a good opener. It's respectful of their time and signals you're not going to ask for a job. Lucas: She got eight yeses. And in those conversations, she learned things no job description would tell you: what the culture was really like, what the day-to-day challenges were, what skills they valued but never listed. And three of those eight people later referred her to hiring managers. Luna: So the informational interview became a backdoor — but it only works if you come prepared. What kind of questions did she ask? Lucas: She focused on three categories. First, the person's story: 'How did you end up in product marketing?' Second, the role itself: 'What's the most unexpected part of your week?' Third, the industry: 'What do you think will change in SaaS marketing in the next twelve months?' Luna: I love that. It's genuinely curious. And it gives you material to follow up on later. Lucas: Right. And she never asked 'Are you hiring?' Not once. The rule is: you're there to learn, not to ask for a job. If you do it right, the job finds you. Luna: But let's be real — some people still freeze up. They don't know how to ask for the meeting in the first place. Lucas: That's the second piece. The ask itself matters. You want to be specific about why you're reaching out to them — mention something you admire, a recent project, a shared connection. Keep it under five sentences. And always offer an alternative: 'Even fifteen minutes would be incredibly helpful.' Luna: And if they say yes, how do you actually run the conversation? Lucas: Have a loose structure. Start with gratitude, then a quick version of your story — thirty seconds max. Then dive into your questions. Listen more than you talk. And at the end, ask one golden question: 'Based on what we've discussed, is there anyone else you'd recommend I talk to?' Luna: That's brilliant. It expands your network exponentially. And it shows you're not just taking — you're trying to build a map. Lucas: Exactly. Jenna did that. After her first five conversations, she had a list of twelve more people. After those, she had a mental model of the entire org. And when a product marketing role did open up — one that wasn't even posted publicly — she already knew three people on the team. Luna: So she was essentially the first candidate considered. That's the hidden job market. Lucas: Right. And the irony is, most marketers are great at this for their clients — understanding audience, asking the right questions, building relationships. But they forget to apply it to their own careers. Luna: It's a muscle. And like any muscle, it gets stronger with practice. But it also requires some humility — you have to be okay with not knowing. Lucas: Totally. And one more thing: the follow-up. Send a thank-you note within 24 hours. Reference something specific from the conversation. And then, every few months, share an article or a insight that connects to what you discussed. Keep the relationship warm. Luna: That's where most people drop the ball. They have a great conversation and then nothing. Then six months later they need help and it's awkward. Lucas: Exactly. Jenna kept a simple CRM — just a spreadsheet — tracking who she talked to, what they discussed, and when she last reached out. That sounds corporate, but it works. Luna: I think I need to start one. So what's the single biggest mistake you see marketers make with informational interviews? Lucas: Treating it as a transaction. Going in with the goal of getting a job. People can smell that. If you're genuinely curious, they'll be generous with their time. If you're just using them, they'll shut down. Luna: So the mindset shift is from 'How do I get this person to hire me?' to 'What can I learn from this person that will make me better?' Lucas: Perfect. And once you have that mindset, the mechanics become easy. You've already done the hardest part. Luna: And this show is kind of like an informational interview every week, isn't it? We get to learn from experts and each other. And honestly, it's conversations like these that keep me coming back to the craft. Lucas: You know, that's a good point. And actually, this podcast itself started because of a series of conversations. Someone reached out, someone said yes, and here we are. If you've gotten something out of these episodes — maybe a new perspective, a framework you've actually used — a couple of dollars a month is genuinely what keeps these going. Buy me a coffee dot com slash fexingo. No pressure, but it makes a real difference. Luna: Yeah, it's how we stay ad-free and focused on what matters. And honestly, every contribution — even a coffee — helps us keep bringing you these deep dives. Lucas: Alright, back to informational interviews. One last point: don't underestimate the power of saying thank you. A handwritten note or a small gift card can leave a lasting impression. Luna: Absolutely. It's about being human. And that's really what networking should be.