By Nora Bright, Jack Foraker

Image by Nicole Todd

Finding great talent is tough and getting tougher. Job postings are flooded with unqualified candidates, hiring team resources are stretched thin, and managers have to juggle hiring on top of their day-to-day responsibilities. On the other side of the screen, job seekers are faring no better: They’re often one of thousands of applicants for an open position, which can lead to a hiring process that feels cold and impersonal. 

As a consulting agency that also provides recruiting and staffing services, we see the hiring process from both sides at 2A. We know hiring is always an investment—of time, resources, and money. So it’s no wonder that companies turn to recruiting agencies to help surface stronger candidates faster and make sure they invest in the right people from the start.  

Here’s why working with one is the smartest (and ultimately most cost-effective) move to make: 

Access top talent and industry knowledge  

Recruiting agencies often specialize in a particular industry or function, and if you choose the right firm, they’ll understand the roles you’re hiring for and the skills that matter. Because we specialize in marketing and creative roles in tech, we have a strong pulse on the roles as well as the job market: who’s hiring, who’s moving, and what it takes to compete as an employer. We also have deep networks packed with top marketers, designers, program managers, and more. That includes the kind of passive candidates who aren’t scrolling job boards but are open to the right offer.  

Save serious time 

Hiring is a full-time job in and of itself. (Ask us how we know.) Reviewing resumes, managing outreach, and scheduling and conducting candidate screens adds up fast. A recruiter takes the first and most time-consuming stages of hiring off your plate, which means your team can focus on growing your business instead of chasing candidates. 

Get expert guidance 

The best recruiters stay closely involved throughout the process. We’ll make sure your communication is clear, your candidates stay warm, and your offers are competitive.  

Sell your opportunity 

Top candidates (the candidates you want) have options. A strong recruiter knows how to tell your company’s story in a compelling way, so candidates will be more excited to explore your team—and be more likely to say yes to an offer. 

In the end, that’s what 2A Recruiting & Staffing is about: making it easier to find standout people. We connect you with vetted marketing and creative talent, so you have more time to focus on your goals—not sorting through resumes. 

Ready to find your next great hire? We should chat. 

By Nora Bright, Jack Foraker

Image by Emily Zheng

Goodbye, Zoom webinars and kitchen-table conferences. B2B tech events are back in person, and expectations have never been higher. Attendees want more than swag bags and bad coffee: They’re seeking real connections, fresh insights, and a compelling reason to step away from their screens. 

To make the most of events, you need a professional who knows how to attract the right crowd, spark meaningful engagement, and turn a conference into a driver of business value—for you and your attendees. The key to finding that person? Asking the right questions during their interview. 

Here are six must-ask questions when hiring your next B2B tech events manager: 

1. How have you tailored events to meet the needs of different audiences like developers and executives? 

B2B tech isn’t a monolith. Developers might prefer events with technical deep dives, while executives may value curated conversations instead of shouting to be heard in chaotic expo halls. Ask for specific examples of how they’ve adapted event formats and strategies to create real value for attendees. Strong candidates will demonstrate a customer-first mindset, understanding not only who is attending but also what they need. 

2. What makes an event successful? 

Hint: The answer is not “a packed room.” While attendance is great, that alone doesn’t translate into business impact. Look for a candidate who can define clear, measurable goals—think engagement, pipeline growth, or ROI—and has a strategy to achieve them. 

3. How do you structure an event to generate leads? 

Events are about more than brand awareness. Find someone who values them as the key business drivers they are. Your next events manager should be able to explain how they’ve structured past events to encourage meaningful interactions, from well-placed networking opportunities to strategic follow-ups that turn interest into action. 

4. How do you collaborate with marketing and sales? 

No one plans corporate events for the thrill of it—they’re part of a larger business strategy. The best candidates know how to work with marketing teams to drive attendance and help sales teams ensure leads are captured and nurtured. Ask how they would align departments on priorities (no easy task). You want someone who approaches collaboration thoughtfully and has ideas that will keep your team focused on shared goals. 

5. What innovations in event technology are you excited about? 

B2B tech audiences want more than PowerPoint slides. A strong candidate should be eager to incorporate the latest technology, and ideally they’ll already have some hands-on experience. Whether it’s AI-powered networking, AR/VR demos, or event apps—your next events manager should be able to speak to how they’ve kept events current, relevant, and engaging. 

6. How do you design events that maximize engagement and networking? 

Attendees may come for the content, but they stay for the connections. A thoughtful event strategist will create seamless networking opportunities—whether through curated matchmaking or unique social gatherings that go beyond the standard cocktail hour. 

Skip the hiring hassle 

Successful events need a lot more than someone to manage logistics. At their best, events create new connections and drive business. But finding the right hire takes time (and hours of resume-sifting). 

That’s what our Embedded Consulting practice is for. We’ve already vetted top talent, so you can skip the search and start planning your next great event sooner. 

Let’s find your next events pro.

By Nora Bright, Jack Foraker

Image by Nicole Todd

B2B tech is a noisy, crowded space. When that tech comes with a lot of hype, it’s even noisier and more crowded. To be noticed requires creativity, strategic thinking, and an ability to convert jargon into something people actually want to talk about. (Does the world really need another webinar on cross-platform synergies?)  

The best B2B marketers are creative but pragmatic, strategic without being stuck in the weeds, forward-thinking but not flinging ideas at the wall. The challenge, of course, is how to identify a candidate who can make your marketing stand out.  

If you’re on the lookout, here are some questions to ask during the interview process that will help separate the visionaries from the buzzword enthusiasts. 

Can they turn ideas into results? 

Start by asking for examples of how they’ve successfully made a splash. Maybe they spearheaded a campaign that repositioned a product from “nice to have” to “must-have.” How did they build their strategy and get buy-in from stakeholders on their ideas? Most importantly: What were the results? Standing out requires new approaches to marketing, and those won’t always be successful. The right candidate can talk through what they did and why it worked. (And, if it didn’t work, what they learned along the way.) 

Can they sell a good idea? 

A live case interview or take-home project can reveal a lot about the way a candidate thinks outside the box. Ask them to develop a campaign or go-to-market strategy for a hypothetical product. Look for an approach that is considered yet creative: Does their strategy stand out against traditional B2B marketing expectations? Can they pitch left-field ideas effectively to win over a leadership team? Better yet, do you actually want to run with their plans? (Hire them first!) 

Do they know what’s happening in the B2B landscape? 

Trends shift fast in B2B marketing, and making a splash means staying in the loop. After all, how will you know if you’re doing something different if you don’t know what everyone else is doing? Ask your candidate which marketing campaigns they admire and why. Their answer will point to what they see creative success as—and whether they’re plugged into the industry in a way that will help your brand stand apart. 

Are you setting them up for success? 

Even the best marketer needs the right tools and support to deliver results. Be ready with clear expectations, open communication, and a culture that fosters ideas and innovation. That’s why you hired them, right? If you’re looking for tips on how to get the most out of your contract talent, we wrote about that here. 

And if you’d rather ask candidates the important questions than sift through resumes, we can help. Our Embedded Consulting practice carefully vets B2B marketers so you interview only the best. Let’s find your next great hire. 

By Jack Foraker

Image by Jenni Lydell

Program and traffic manager Marita keeps consulting, design, and storytelling at 2A running like a well-rehearsed show. Just as she charts the stars in astrology, Marita blends strategy with her arts background. She ensures every client project is aligned, both cosmically and creatively—one task, one timeline, and one perfectly curated Figma board at a time. 

Act I: Setting the stage 

Our story begins in college, where Marita majored in theater. As a playwright, she draws inspiration from legends such as Anna Deavere Smith, August Wilson, Henrik Ibsen, and Suzan-Lori Parks. Through her studies, Marita learned that theater production is about much more than a well-crafted scene: everything that happens behind the scenes is just as essential. 

While Marita continues to enjoy theater (and hopes to one day stage her own adaptation of Ibsen’s An Enemy of the People), at that time, she knew there were future acts to follow—acts that would take her talents beyond the stage. Little did she know that her theater experiences would neatly set the stage for all kinds of future productions. 

Act II: Scene change to project management 

After a few years as a teaching artist, Marita moved into arts leadership and nonprofit project management. She learned that the skills she’d honed during her theater tenure were just as applicable offstage. The job titles may have changed, but the core of her work remained the same. 

“In theater,” she said, “you’re managing an actual production. But when you’re building an asset in the business world, they call that a production, too. You still have to manage a budget, a timeline, reporting, and tracking. It’s the same process, just a different medium.” 

Marita then joined the corporate world of management consulting, where she had the opportunity to bring together consultants, designers, and writers to build creative assets. She worked with world-renowned brands and nonprofits, including Goodwill, Nike, Starbucks, and Color of Change. 

She loved the visibility her role provided into every step of the creative process, serving as a crucial link between teams. As she coordinated the production of off-site meetings, keynotes, and client assets, Marita combined an artistic eye with project management expertise. The only thing better than a beautiful deliverable? A beautiful deliverable that’s delivered early. 

Act III: Keeping creatives and clients cosmically aligned 

With her interest in astrology, Marita brings a unique sense of insight to program management at 2A. Just as astrology tracks the movement of stars and planets, Marita carefully considers every moving part of a project to ensure that teams and clients are perfectly aligned. Her ability to connect the dots across timelines, project goals, and client needs means no detail goes untracked. For every 2A deliverable she manages, Marita directs production so that results align with the big picture. 

Whether you’re launching a new campaign or crafting your next case study, Marita will guide your project with the precision and clarity it deserves, sans drama. The show must go on, after all. And with Marita behind the scenes, the stars of success are aligned.

By Jack Foraker

Image by Brandon Conboy

Storyteller Dre has a knack for embedding client stories with technological expertise—and for being in the right place at the right time. As an English major, Dre happened to live below a floor of computer science folks in her college dorms. This proximity helped uncover her aptitude for not only Jane Austen novels, but also operating systems. Naturally, she tacked on a minor in computer science. Also while in college, Dre worked at a coffee shop in downtown Eugene, Oregon, which was conveniently located opposite a small magazine publisher. After getting to know the publisher’s employees (and their morning coffee orders), she landed a job as their newest assistant editor and web developer. 

Bringing language arts to coding languages, and vice versa 

After a stint in Los Angeles working for the RAND Corporation (yes, that one) and Frank Gehry (yes, that one), Dre returned to the Pacific Northwest to pursue digital marketing in the tech industry. She worked at Amazon, which was seeking someone who could write both advertising copy and XML. Then she switched to Nintendo, where the company gained over six years of her talents. In that time, Dre expanded Nintendo’s West Coast marketing team, enhancing the brand’s web presence with dynamic announcements and immersive digital experiences. 

But something was still missing. While her day-to-day work was fun and challenging, Dre sought a role that would return her to writing. So, she transitioned from digital marketing to technology storytelling—or rather, at 2A, she found a role that combines both. These days, you’ll find Dre creating client assets that link compelling copy with deep technical expertise. 

And when she’s not behind the keyboard? 

Outside work, Dre’s hobbies lean toward the DIY, from writing an arts-and-crafts column in a local Seattle magazine to acrylic painting and retiling her bathroom. “I like projects where I can say, let me just see if I can do this and then keep trying until I figure out how to do it,” she says.

Dre brings that same DIY spirit to all projects. Whether you’re after the perfect drywall mount or creative collateral that captures your vision, Dre has an answer. And if she doesn’t, she isn’t afraid to dig into the nitty gritty to find it for you.