Technical abilities

• Paid media knowledge and campaign execution [8/10]: Vidhee has a working understanding of paid media in B2B contexts and knows how to use Google and LinkedIn purposefully for different stages of the funnel. When asked to walk through a campaign build, she covered ad set structure, testing between informative and enforcement-driven ad copy, budget allocation and optimisation logic in a sensible sequence. Her approach to Google centres on search intent and discovery, while LinkedIn is where she focuses on targeted lead capture, and the distinction was clearly articulated. We think her Factors.ai integration approach, using website visitor data from Google campaigns to identify companies and routing outreach through LinkedIn from there, reflects practical cross-channel experience. She was less confident on CPL benchmarks for direct demo booking, but was honest about why, explaining her experience has leaned more toward indirect funnel journeys. Her reasoning on the CPC versus CPL trade-off was a bit circular at first but she worked through to the right conclusion when pressed, and overall the paid media section left us feeling reasonably comfortable with her capabilities here.

• Funnel strategy and lead generation thinking [8.5/10]: This is genuinely where Vidhee is most comfortable and most fluent. She thinks in complete buyer journeys and you can tell she has built these funnels in real roles. Her answer on diagnosing CPL versus pipeline problems was methodical, starting at targeting, moving through the MQL-to-SQL transition, and going all the way to sales collateral quality. When asked how she would test her decision-maker hypothesis, she laid out a segmented nurture approach with separate email cadences for decision influencers and decision makers, which reflects genuine experience building these sequences in practice. Her retargeting logic was also well thought through, covering the seven-touchpoint rationale, varied ad formats over time and deliberate spacing to avoid audience fatigue. We feel the way she thinks about nurture is one of her real strengths – she understands the psychology of warming B2B buyers slowly, and she approaches it with the right level of patience and layering in mind.

• Data, attribution and HubSpot [8/10]: Vidhee evidently has hands-on HubSpot experience. She knew immediately how to handle the LinkedIn-to-Google attribution scenario, correctly identifying the original source versus latest traffic source distinction in HubSpot. She described UTM parameter logic, campaign-level tracking and lead scoring setup accurately and without hesitation, and when asked to explain multi-touch attribution to a non-technical CEO, she translated it into plain English and made the case clearly. Where things get a bit thinner is in her attribution modelling depth. She covered the fundamentals well but did not go further into linear or time-decay models, and her answer on configuring HubSpot for multi-touch attribution was correct at a surface level without being particularly detailed. We feel that for this role, her data thinking is solid and reliable. We're confident she'll be able to build a robust tracking setup and will ask the right questions when the numbers look off.

•  Strategic planning and 90-day thinking [8/10]: The 90-day plan section she presented was coherent. She prioritised the foundations first, covering HubSpot lead scoring, segmentation and email templates, before moving into webinar planning. Her suggestion to restructure three standalone webinars into a connected three-part series was a smart one, as it broadens targeting, increases referral potential and builds compounding audience momentum within a tight timeline. She also covered content repurposing across LinkedIn, YouTube, podcast and blog formats, and proposed splitting the budget between Google and LinkedIn with a clear rationale for each.

Areas of growth