By Nora Bright, Jack Foraker

Image by Nicole Todd

Partner marketing demands strong marketing instincts paired with the ability to align goals across companies. It’s also more niche than traditional B2B marketing, meaning the talent pool for potential hires is smaller. 

Yet partner programs continue to grow and evolve, and tech companies need candidates who can make an impact fast. Ask the right questions during the interview stage to find someone who understands the nuances of partnership work and how to drive results that support broader go-to-market goals. 

Here are the questions that can help you find your next great partner marketer. 

1. How do you decide which partners or campaigns are worth investing in? 

Most partner teams have more potential collaborators than bandwidth. This question helps you understand how candidates prioritize their efforts. You want someone who uses concrete metrics to qualify partner marketing opportunities and tactfully deprioritizes lower-value partnerships toward those that actually move the needle. 

2. Tell me about a time you had to align internal teams and partners around a campaign. What were the points of friction and how did you resolve them? 

Alignment is one of the toughest realities of partner marketing—and absolutely essential to a successful candidate. It’s even more crucial when partners don’t have mature marketing practices of their own. Different companies bring different goals and timelines, so cross-company friction is normal. A strong candidate will show you they can set clear expectations, resolve conflicts, and translate priorities across internal and external teams. 

3. Walk me through your most successful co-marketing campaign? What made it successful? 

Successful partner campaigns require coordination, creativity, and solid project management. A good answer should hit on how they worked across teams and measured success in a tangible way. 

4. How do you structure your partner marketing efforts to support pipeline and sales goals? 

Partner marketers work close to revenue, and the best ones know how their programs influence pipeline. Look for someone who collaborates with sales, tracks performance with clear metrics, and builds campaigns designed to create real opportunities. If they also mention co-selling motions or partner enablement, it’s a strong sign they understand how marketing fits into the broader revenue engine. 

5. How do you keep organized when managing campaigns with multiple stakeholders? 

Partner work multiplies tasks and approval chains, so organization is critical. A strong candidate should have a system that works for them, with clear methods for managing assets, deadlines, and communication, plus a way to keep both internal teams and partners in sync. 

6. How do you stay ahead of trends in the partner world? 

Partner ecosystems evolve quickly. You want someone who keeps up with updates from the major clouds—such as new competencies, incentives, sales plays, and marketplace changes—and stays plugged into co-marketing and co-selling best practices. Look for mentions of industry groups, like Partner Marketing Visionaries or Partnership Leaders. A marketer who brings curiosity to the role will spot opportunities that otherwise might be missed. 

7. How do you use tools, automation, or AI to work efficiently? 

Lean partner teams need people who work smartly. Good candidates will share practical examples of tools or automations that help them manage complexity, save time, and stay focused on the work that drives the entire business forward. 

Finding the right partner marketer doesn’t have to be overwhelming. With the right interview approach, you’ll quickly get a sense for who has the experience and instincts to succeed in your co-marketing ecosystem. 

And if you’d rather skip the resume juggling, 2A Recruiting and Staffing can help introduce you to vetted candidates who will make a difference on day one. 

By Abby Breckenridge

Image by Nicole Todd

I’ve been noticing more friends taking on fractional roles. Maybe it’s because the fractional model is catching on with businesses looking for access to skills and experience they may not be able to afford full-time. Or maybe it’s because a lot of my cohort have hit the point in our careers where we’ve racked up some real experience, and now we get to use it in more flexible ways. Either way, fractional leadership is having a moment, and for growing companies, it’s a game-changer. 

Fractional hires bring leadership without the long-term commitment 

A fractional executive is a seasoned leader who joins your team part-time—usually a few days a week or for a defined project—to bring executive-level strategy and oversight without the full-time commitment or investment. Think of them as your interim CMO, COO, or Chief of Staff who can quickly understand your business, set direction, and build momentum. 

They’re a good fit for growing B2B tech companies 

Fractional executives fill that tricky middle space: you’ve outgrown one-person-does-it-all leadership but aren’t ready for another full-time seat at the table. Or maybe you have budget for one full-time executive, but you need support that spans a few roles.  
Fractional hires can: 

• Bring outside perspective. Because they work across companies and industries, they bring playbooks with proven outcomes and fresh ideas you won’t get from inside your business’s bubble.
  
• Flex with your goals. As your needs change, their involvement can scale up or down. It’s executive leadership on demand.
  
• Bridge the gap during transitions. Whether you’re between full-time hires or expanding into new markets, fractional leaders can provide steady, experienced guidance when continuity matters most. 

We can help   

At 2A, we’ve seen the power of fractional leadership firsthand. Or another way of putting it, we’ve been doing it since before it was cool. We’ve been placing temporary teammates in strategic roles for years, and our network is only getting stronger. We can give you access to marketing and operations professionals who’ve guided companies through change, challenge, and scale. We can help you find the right fractional fit—someone who can start strong, move fast, and make things happen. 

By Abby Breckenridge

Image by Jenni Lydell

“What are you doing right?”  

It’s what my friend and fellow business owner asked me a few weeks back after I explained that our recruiting and staffing practice had taken off over the last year. In simple terms, I realized it’s because we’re kind. As a small player in an industry where scale often overshadows individuals, we’ve backed into a differentiator that I love.  

By kind I mean we know all our team members that are embedded in other companies, and we check in with them regularly. We offer good benefits, paid time off, and morale boosters. We negotiate on their behalf for raises when they’re due, and we research and cover training to boost them along their path.  

Lucky for us, we’re noticing a trend—clients are recognizing the gap left by larger staffing firms, where contract employees feel more like a line item than a human. Our recruiting and staffing clients, the ones that work daily with the skilled (and human) folks that we employ and place in roles with them, want to be sure their team is well taken care of. And they’re not finding that at the global staffing firms where procurement algorithms select talent agencies for their low margins. Increasingly, they are turning to boutique agencies that prioritize well-being and meaningful connection. 

As a human, I’m thrilled that what we’re doing right is treating our team with kindness. As a business owner, I’m also thrilled.  When employees thrive, clients benefit from stability and engagement, and agencies stand out for the right reasons. In a competitive industry, kindness isn’t just good—it’s strategic. 

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. 2A Recruiting and Staffing practice carefully vets B2B marketers so you interview only the best. Let’s find your next great hire. 

By Nora Bright

Image by Jenni Lydell

Bringing in a marketing consultant can be a great way to tackle short-term tasks or get a fresh perspective on strategy. But how do you know that your consultant has what it takes to get results? 

2A regularly interviews marketing consultants for our Embedded Consulting practice, assessing whether to add them to our talent network and consider them for client opportunities. Over the years we’ve refined a screening process that identifies consultants that will deliver results for clients. Whether you’re seeking expertise in product, partner, digital marketing, or another marketing area, the following questions can help you secure the right consultant:  

1. What do you like about consulting? 

Whether your potential consultant appreciates the flexible hours or the autonomy to choose their projects, make sure they love freelance work. You want to know they’ll be available to work with you in the future—and aren’t likely to ditch you mid-project for a full-time gig. Also, people who love what they do are generally more pleasant to work with! 

2. How long have you been consulting? 

From making decisions independently to staying organized when working with multiple clients, it takes a specific skill set to run a successful consulting business. Ideally, your consultant has experience in their marketing specialization as both a consultant and an FTE, as full-time work is a great environment for professionals to build expertise. 

3. How do you prefer to communicate with clients? 

You want your consultant to have a thoughtful approach to client communication. And, know that they’ll work well with your team’s communication style. Do they enjoy face time, or prefer to talk over email or chat? You’ll likely appreciate someone who wants to get on a call once in a while but can also work independently.  

4. How would you approach this project? 

The right consultant will have experience with projects similar to yours, and have an approach in mind. This question is also a good way to test their listening skills, and to make sure you’re aligned on scope. Look for a response that shows they understand your needs and demonstrates their expertise as they walk through the steps they would take.  

5. Is the scope achievable within the time frame? What potential pitfalls do you see? 

Less experienced freelancers might hide their concerns about a scope of work to secure a new client. You want someone who is experienced enough to spot potential issues, and confident enough to share them with you. And if your proposed scope isn’t realistic with the time or resources you’ve allotted—you’ll want to know that now. 

6. Can you provide examples of work? 

Consultants who do great work are happy to show it off. It’s never a bad idea to ask for examples! 

7. Can you provide references? 

Checking references is an important step in the hiring process, even for freelancers. Ask for a quick call instead of an email, so you can hear the reference’s enthusiasm and tone of voice. Phone calls also make asking follow-up questions easier. 

Are you interested in hiring a marketing consultant or other contract or temporary hire? 2A has a network of excellent candidates that have already been vetted. Reach out, and we’ll fast-track the consultant-finding process for you! 

By Mollie Hawkins

Image by Brandon Conboy

2A Embedded Consultants (ECs) are highly skilled, experienced professionals who function as contracted members of our clients’ teams. For the past two years, 2A EC Matt deWolf has been using his graphic designer talents at Microsoft Research (MSR). In this Q&A, Matt shares how he got here, what he’s doing, and why he loves it so dang much. 

Mollie: What do you do at Microsoft Research? 

Matt: So, the classic designer joke is that I “make things pretty,” right? Well, it’s more than just making things look nice, especially at MSR. Because of the global inflection point we’re at in technology, design is also about ensuring our visual language clearly communicates the message that we’re explicitly trying to send. An example of this is making sure our communications around AI visually align with our intentions. When we discuss AI, it’s important to ensure that our audience doesn’t get brought into a scene that inaccurately depicts what we want to say. The words in any asset tell one part of the story, but the imagery, color, and composition play a key role in reinforcing that textual direction. 

Mollie: That’s a fun challenge! What’s the most interesting part of working at MSR? 

Matt: It’s great getting to work with cutting-edge researchers who are wholly devoted to our mission statement: “Advancing science and technology to benefit humanity.” Something special about MSR is the non-product-related approach; not every development or mission immediately ties into something commercialized. I get to see new developments in AI research that range from determining the accuracy of image generation against a description to applications in healthcare. The breadth of work is truly impressive. 

Mollie: Can you tell me about a cool project you’ve been working on? 

Matt: MSR is piloting an episodic approach to our previous annual Research Summit called Microsoft Research Forum. This forum shares the latest findings with the global research community in real time. The event is considered a “tier 1” event for Microsoft, and it allows us to work with many vendors to develop the visual identity, web platform, and production for it. Not only is it the inaugural forum, but also we’re working collaboratively to build something great together. 

Mollie: How have you grown in your role over the past two years? 

Matt: The Research Forum project gave me opportunities to act as an art director, coordinating between design vendors, animators, developers, and internal production teams. This was a much more direct opportunity to explore these skillsets compared to some of my previous roles. I have definitely grown personally, learning to deliver constructive feedback and communicate clearly to multiple stakeholders, getting us closer to the outcomes we want. I hope to continue developing design leadership skills that support my team’s ability to do their jobs. 

Mollie: Where were you before Microsoft, and what about Microsoft makes your heart sing? 

Matt: Before MSR, I worked as a package designer at Hasbro. Yes, the Hasbro that makes Star Wars figures, Nerf Blasters, and Monopoly! But at MSR, I feel much more interested in the work. I enjoy technical things—bridging the gap between abstract concepts and visuals. Perhaps some of this comes from an adjacent design interest, web development. Let’s just say that when I write a JavaScript function and it doesn’t throw any errors, I basically feel like an MSR computer scientist. (LOL) 

Mollie: So, what else do you bring to the table? 

Matt: I think of myself as the Swiss Army knife of designers because of the different ways I’ve applied my knowledge. I have designed for print the old school way, on presses, and have designed for digital mediums. I know how to design and animate motion, as well as develop for the web, and I’m always growing and refining my leadership skills. 

Mollie: Now that we’ve talked business, let’s get down to the fun stuff. What do you do when you’re not designing? 

Matt: Outside of work, I’m an avid consumer of music and coffee. To me, music is something sacred and goes beyond listening to the radio. I love understanding the period from which the music originated, learning more about the artists, and seeing where it takes me. Layering this on top of my foundational understanding of music theory gives me a profound sense of pride when I uncover something new or view a piece of music from a new angle. And, of course, without overthinking it or applying any of that background, as humans, we all know when we like something. 

The coffee part is perhaps two-sided—not only do I appreciate coffee itself, but also I love the exploration and adventure in finding new cafes where I can enjoy music. 

Interested in becoming an EC? Check out our open roles or submit a general job inquiry if you don’t find exactly what you’re looking for.  

Want to hire an Embedded Consultant? Learn more here. 

By Nora Bright

Image by Emily Zheng

In the fast-paced world of cloud technology, hiring managers often turn to contract talent to fill critical roles and execute projects with agility. This approach can bring fresh perspectives, specialized expertise, and flexibility to your team. However, integrating new contractors seamlessly can be challenging, especially for short-term projects or maternity leave coverage roles. 

Contract engagements often require a rapid ramp-up period, leaving less time for a traditional onboarding process. Additionally, contractors may not have the same context or institutional knowledge as full-time employees, making it crucial to provide them with the right information and support quickly. 

Below are four key steps to setting your contract talent up for success: 

1. Start with clarity: Establish clear expectations before the engagement starts by providing a detailed job description and scope. This will help the contractor understand the role and feel confident they can meet your expectations within the time frame of the position. Need help getting the role’s responsibilities down on paper? We often collaborate with our clients on the job description. Here’s how we approach writing job descriptions for openings here at 2A.  

2. Be ready for day one: Before the start date, make a plan for how you will provide a company orientation and introductions to key stakeholders. Send calendar holds for the people you want your contract hire to meet and include context on the purpose of the meeting and the roles of each meeting attendee. Gather all the necessary tools, software, and access to company resources before the role starts so they can get started on day one. 

3. Make communication a priority: Like full-time employees, contractors do their best work when they have consistent feedback and open lines of communication. We recommend having 20 to 30 minute 1:1 meetings at least every other week to facilitate great communication throughout the engagement. We also meet regularly with both our Embedded Consultants and clients so that we can flag potential issues and support the feedback process. 

4. Show your appreciation: Acknowledge the contributions of your contract talent and celebrate their work. We do our part to make our Embedded Consultants feel valued by surprising them with gifts and swag, inviting them to in-person and virtual events, and providing professional development opportunities. And feedback shows that the feeling is mutual! 

There’s no better way to get a contractor started on the right foot than by setting them up with the right agency. Our practice is built on the principle that treating people well helps them shine in their roles. We focus on providing a top-notch employee experience, comprehensive benefits, and a commitment to diversity, equity, inclusion, and belonging.  

Reach out today to learn more about how our Embedded Consulting practice can find the perfect contract hire for your next project and set them up for success. 

By Nora Bright

The economic environment is still slow, and many companies are in a hiring freeze. If you’re thinking about hiring but not sure about making the commitment, bringing a new teammate on through a consulting or staffing agency could be a smart choice! Below are a few considerations to decide if an agency is your best bet. 

Go in-house 

You have a certain, long-term need. Hiring in-house is a great route if you need someone for the long haul and have the budget to support them. Once you train an in-house employee, you get to keep their knowledge within the organization, whereas a consultant is likely to move on more quickly. 

You want a transferable skillset. Even if you’re just hiring for a project or short-term need, it’s possible the person you bring into the organization may have a valuable skillset that can be used elsewhere in the organization. For example, if you’re bringing on a data analyst to evaluate the efficiency of your digital ads spending, there are likely other initiatives or programs where they could apply their skills. 

Your team has the bandwidth to support interviews. Hiring can be time-intensive for you and anyone else sitting in on interview loops. If you go in-house, make sure your teams have the capacity to meet candidates and participate in multiple interviews. 

You can wait a while. An FTE hiring process can take weeks to months, but can be worth the time and effort to find your long-term candidate. If you don’t have an immediate need—and can wait a while before the position is filled—going through the process in-house makes sense.  

Call up the experts and use a consulting agency 

You have a short-term need. If you need help with a quick project, hiring a temporary teammate through an agency can be a great option. You can skip a lengthy recruiting and interview process that might be overkill for a short-term role, and get someone started ASAP. Plus, your agency handles the  vetting process for you to save you the effort. 

You need a specialized skillset. Even in this labor market where employers have an upper hand, it can be a challenge to find someone with a specialized skillset. This is especially true in our world of marketing and creative roles, where motion designers, video editors, or marketing analysts may be hard to track down. An agency that specializes in your industry or function will have experienced talent ready to go for even hard-to-find skillsets. 

You’re in a pinch. Need someone, like, yesterday? Working with a consulting agency is going to be a lot faster than going through the typical in-house hiring process. You can skip the legwork of sifting through hundreds of resumes, emailing back and forth with candidates, and setting up loops with your team.  

You want to try before you buy. Whether you have an open role that’s hard to fill, or you want to work with someone before making a long-term commitment, a consulting agency is a great option for you. Most agencies offer a temp-to-hire option if you’re impressed with your consultant and want to keep them on for the long haul. If they’re not a fit, the consulting agency can find you a replacement quickly. 

Want to learn more about what a consulting agency can offer? 

2A’s Embedded Consulting practice matches tech industry clients with top-notch marketing, creative, and program management talent. Our superior employee experience and benefits put people first—and attract the best talent in tech. Learn more about our EC practice or get in touch.