When hiring either a full-time Marketer or Consultant to help grow your business, look to their past successes, but also consider what types of expertise they have. It’s hard to judge Marketers solely on their successes, since many specialize in different channels of marketing and industry. Be wary of any Marketer that says that they can do it all, no marketer can. All marketers have specific specialities because there are so many channels to choose from and it’s hard to do them all. Review a Marketer’s channel experience, if it has been more focused towards the B2C or B2B industries. Most Marketers do prefer one over the other, since B2C marketing tends to focus more on short-term promotionals and B2B tends to focus more on content-driven campaigns (i.e. white papers, case studies, webinars). In the long run, Marketers that choose one type of industry tend to stay with that industry because they are good at driving brand-awareness and traffic to those industries.
Lastly, review if the Marketer is hands-on with their campaigns or have focused more on developing overall strategy. Marketers that have focused on strategy are great in larger organizations that can support their marketing efforts, but rarely do well in Start-ups or mid-level growth companies because they become frustrated by lack of resources. If your company is a small company, try and find a Marketer that has strategy experience, but has executed their campaigns, as well.