It’s very easy to hire someone for a job you’ve done or a role you’re familiar with.  Hiring for a position you don’t know anything about is a challenge and most people just want to get it over with.

We find this is especially true for hiring a marketer.  What do I write in the job posting?  What questions should I ask in the interview?  What experience is relevant?  What skills are necessary?

What to Look For

• Strategic thinking and patience for long decision cycles
• Data-driven mindset focused on ROI and revenue impact
• Experience creating technical, educational content
• Ability to collaborate with sales and support distributors
• Willingness to get to know the industry and customers and use that information in the creation of marketing tools
• Ability to evaluate trends based on what the business needs (social media platforms, digital marketing, etc.)

Market Availability

In many markets, B2B businesses find a lack of candidates with B2B marketing experience.  Entry-level marketing jobs tend to be consumer focused while B2B marketers tend to have more experience which can be challenging for companies with a limited budget.  These days, there are fewer marketing departments in companies so young people with B2C experience don’t receive the mentorship they need to convert to a B2B marketing mindset.

Bottom Line

B2B and B2C marketing are not interchangeable. Each requires a distinct approach and skill set. Hiring a marketer who understands these differences isn’t just a nice-to-have, it’s critical for achieving business goals.  We’ve prepared some resources to help make hiring a B2B marketer easier.