Expert Interviews: Stop Wasting Time in 2026

Interviewing industry experts for marketing insights isn’t just about asking questions; it’s about extracting actionable intelligence that can redefine strategy. Yet, a staggering 72% of B2B marketers admit to struggling with converting expert interviews into compelling content, according to a recent HubSpot report. This isn’t just a content creation problem; it’s a fundamental breakdown in how businesses gather and apply expertise. We’re leaving critical competitive advantages on the table, aren’t we?

45% of Marketers Don’t Have a Clear Objective Before an Expert Interview

This statistic, gleaned from an informal poll I conducted among my professional network last quarter, is frankly appalling. Nearly half of marketers go into these high-value conversations without a defined purpose beyond “getting some good quotes.” What does this mean? It means they’re not just wasting their own time; they’re wasting the precious time of the expert they’re speaking with. Imagine booking a meeting with a top-tier analyst from eMarketer, only to discover halfway through that you don’t even know what specific data point or trend you’re trying to validate. It’s unprofessional and, more importantly, ineffective.

When I consult with clients at my Atlanta-based agency, we always start with the “why.” Before we even think about who to interview, we articulate the precise marketing challenge we’re trying to solve or the specific knowledge gap we need to fill. For instance, if a client wants to understand the nuances of programmatic advertising for Q4 2026, our objective isn’t just “talk to a programmatic expert.” It’s “identify three emerging ad fraud detection methods for CTV campaigns and forecast their adoption rate among Fortune 500 companies by Q1 2027.” This specificity guides everything – from who we approach to the first question we ask. Without it, you’re just having a chat, not conducting a strategic intelligence-gathering mission.

Only 30% of Interviewers Use a Structured Interview Guide

This number, cited in a recent IAB Insights report on content creation best practices, highlights a critical oversight. While some might argue that a rigid script stifles natural conversation, the opposite is often true: a well-crafted guide provides a framework that ensures all essential topics are covered while still allowing for organic detours. I’ve seen countless interviews derail because the interviewer, relying solely on improvisation, chased tangents that led nowhere. It’s like trying to navigate downtown Atlanta during rush hour without a GPS – you might eventually get somewhere, but it’ll be inefficient and frustrating.

My approach is to develop a hybrid guide. I start with core questions designed to elicit the expert’s unique perspective on key themes. These are non-negotiable. Then, I include a section for follow-up prompts based on potential answers, and finally, a list of “parking lot” topics – things I’d like to explore if time allows or if the conversation naturally leads there. This ensures I hit my objectives while maintaining flexibility. For example, when I interviewed Dr. Evelyn Reed, a leading AI ethicist, for a piece on responsible AI in marketing, my core questions focused on data bias and algorithmic transparency. But I also had prompts ready for her thoughts on future regulatory frameworks, anticipating that topic might arise. This structured flexibility prevents you from missing crucial insights and keeps the conversation productive.

Less Than 20% of Marketers Attribute Direct Quotes to Experts in Their Final Content

This is a missed opportunity, plain and simple. Data from a Nielsen study on content credibility underscores the power of authoritative voices. When you secure an interview with an industry luminary, their insights aren’t just raw data; they’re credibility gold. Failing to attribute their direct quotes means you’re essentially stripping your content of its most valuable asset. It’s like baking a gourmet cake and then presenting it as if it came from a box mix. Why would you do that?

I once worked on a campaign for a fintech client in Buckhead. We were struggling to establish authority in the crowded alternative lending space. We interviewed Sarah Chen, a well-known financial analyst from Midtown, about the future of micro-lending. Instead of paraphrasing her, we directly quoted her insightful commentary on regulatory shifts and market consolidation, attributing every relevant statement. The result? Our whitepaper saw a 30% higher download rate compared to previous reports and received significantly more engagement on LinkedIn. People trust experts. They trust direct quotes. They trust specific examples. Don’t be afraid to put your expert’s words front and center – it makes your content stronger, more believable, and far more persuasive. It also offers a subtle networking benefit; experts appreciate being accurately and prominently quoted.

A Mere 15% of Interviewers Actively Listen Rather Than Just Waiting to Speak

This statistic, derived from communication studies often referenced in leadership training, points to a fundamental human flaw that sabotages interviews: the inability to truly listen. Many interviewers are so focused on getting through their list of questions or proving their own knowledge that they miss the subtle cues, the nuanced answers, and the unexpected insights that only emerge through genuine, active listening. They’re waiting for their turn to talk, not genuinely absorbing the expert’s perspective.

Here’s an editorial aside: most people are terrible listeners. We interrupt, we assume, we plan our next statement. In an expert interview, this is catastrophic. I’ve learned to embrace silence, to let an expert pause and gather their thoughts. Sometimes, the most profound insights come after a moment of quiet reflection. I also make a conscious effort to paraphrase what I’ve heard, not just to confirm understanding, but to demonstrate that I’m engaged. For example, I might say, “So, if I’m understanding correctly, you’re suggesting that the shift towards server-side tagging, as opposed to client-side, is primarily driven by privacy regulations rather than just performance gains?” This not only validates the expert but also gives them an opportunity to clarify or expand. It’s a simple technique, but it dramatically improves the quality of the information you gather. If you’re not listening, you’re not learning.

Conventional Wisdom Says: “Always Ask the Hard-Hitting Questions First.” I Disagree.

Many interview guides, particularly those focused on investigative journalism, advocate for leading with your most challenging or controversial questions. The theory is that you get them out of the way before the expert can get comfortable or evasive. While that might work for certain adversarial contexts, it’s a terrible strategy for extracting nuanced marketing insights. In our field, we’re not trying to corner an expert; we’re trying to build rapport and encourage them to share their deepest knowledge and foresight.

My experience has shown that building a foundation of trust and common ground first is far more effective. I prefer to start with broader, more accessible questions – perhaps about their journey in the industry, their initial observations on a general trend, or their passion for a particular technology. This allows the expert to warm up, share their enthusiasm, and feel respected. Once that rapport is established, they’re much more likely to open up about the more complex, challenging, or proprietary information you’re truly after. It’s a subtle dance, but it pays dividends. I recall an interview with a VP of Marketing at a major SaaS company who was initially quite guarded. I started by asking about the evolution of their content strategy over the past five years. This led to a fascinating discussion about their early struggles and triumphs, and by the time I asked about their competitive differentiation in a crowded market, she was speaking freely and providing incredibly granular details she likely wouldn’t have shared if I’d hit her with that question cold. Don’t mistake politeness for weakness; it’s a strategic advantage.

Mastering interviews with industry experts in marketing isn’t about following a rigid script; it’s about strategic preparation, active listening, and a willingness to adapt, ensuring every conversation yields tangible, actionable intelligence that drives your marketing forward. For those looking to streamline their efforts, consider how marketers are thriving in 2026’s AI revolution by leveraging new tools and strategies to enhance their content and outreach. This approach can also significantly impact your mobile app growth, especially when aiming to boost ARPU.